A Study On Russian TV Advertising Text

In contrast to the advertising researches focused on advertising languages generally from linguistic point of view, this thesis tends to regard the TV advertisement constituted by many kinds of symbols as a special textual type, and also tends to describe some general rules of Russian TV advertising texts according to theories of textual linguistic, advertising, and so on. Macroscopically, on one hand, this thesis focuses the macrocomposition of Russian TV advertising texts as well as its typical constituent factors and relationships considering"holistic property"as texts' dominant characteristics. Influenced by factors such as broadcasting time, broadcasting medium, and so on, Russian TV advertising texts manifest great flexibility on their macro- compositions, any text may borrow other texts' forms to embody its own existence. This thesis also analyses the genre intertextual phenomena in Russian TV advertising texts considering the general existence of stylistic hybridization. Microcosmically, on the other hand, the charm of advertising texts is mainly from their languages, and the use of advertising language has its own features and rules, and the rational knowledge of these features and rules should be relied on linguistic studies firstly. This thesis also describes some language using features of Russian TV advertising texts from aspects such a speech sounds, glossary, syntax, figure of speech, concrete intertextuality, and so on.