朱加寧

摘 要 電視廣告文本由語(yǔ)言和非語(yǔ)言符號(hào)共同構(gòu)成，其體裁多源于影視和其它社會(huì)文化符號(hào)。俄語(yǔ)語(yǔ)料分析結(jié)果說(shuō)明，電視廣告文本的言語(yǔ)作用很大程度上與“打破受眾對(duì)體裁的期待”關(guān)聯(lián)，有明確傳播目的的廣告大多運(yùn)用非廣告體裁。依據(jù)情節(jié)負(fù)載量、表現(xiàn)方式及廣告人物的選擇等標(biāo)準(zhǔn)可對(duì)體裁偏離的程度進(jìn)行判定。

關(guān)鍵詞 語(yǔ)電視廣告 廣告體裁 體裁偏離

中圖分類(lèi)號(hào)：H35 文獻(xiàn)標(biāo)識(shí)碼：A DOI：10.16400/j.cnki.kjdks.2016.11.072

Abstract 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.

Keywords Russian TV Advertising； advertising genre； genre deviation