絮议俄语电视广告中的体裁偏离

On the Genre Deviation in Russian TV Advertising

电视广告文本由语言和非语言符号共同构成,其体裁多源于影视和其它社会文化符号。俄语语料分析结果说明,电视广告文本的言语作用很大程度上与"打破受众对体裁的期待"关联,有明确传播目的的广告大多运用非广告体裁。依据情节负载量、表现方式及广告人物的选择等标准可对体裁偏离的程度进行判定。

Television advertisement text is made up of language and non language symbols, and its style is more and more from film and television and other social and cultural symbols. Russian language corpus analysis results show that the speech function of TV advertisement text is largely related to the 'breaking the audience's expectation to the genre', and it has a clear communication purpose. According to the circumstances of the load, the performance and the choice of advertising characters, the degree of deviation can be judged.