Russian Advertising Discourse Studies

This thesis makes a systematic analysis of the Russian advertisements discourse in many ways by combining the macro theory of language with the micro corpus materials, the dynamic description with static analysis, deductive reasoning and inductive summary.This thesis, first of all, analyses the status quo of the Russian advertisement language and makes a definition of discourse. It also analyzes the psychological mechanism of language. We all assume that any need of human being is social. The advertisement agent's task lies in analyzing the possible consumers' need, offering them the ready-made results, encouraging them to buy the goods in time.The key to this thesis is the multi-level analysis of the Russian advertisement discourse. After the detailed and systematic analysis of the word -building feature, vocabulary feature, pragmatics tactics, rhetorical feature and discourse pattern, we conclude that: in order to attain their purpose of selling goods, the advertisement agents tend to use such prefix as "super", "extra" etc. in word -building, those commendatory adjectives in vocabulary. Using a lot of foreign words is also a way to attract the acceptors in Russian advertisement discourse. This thesis also analyzes the rhetorical feature from diction and syntax point of view. We also attempt analyzing the advertisement discourse pattern and discourse structure for the first time.The national cultural background of the advertisement acceptor is also an important factor to be considered by the advertisement agents. My thesis introduces something about it as well as the feature of the outdoor advertisements in Moscow.