On The Other Precedent For The Russian Advertising Chapter Parody

As an effective medium for business promotion in today's world, advertisement has gradually become part of our daily lives, influencing both our life styles and our perception of life. And language is the most powerful persuasive force in advertisement. As a complicate language phenomenon, Precedent and Parody is commonly used in advertisement. So far few studies have been conducted on the difference between Precedent and Parody through case studies of advertisement discourse.The new concept of"Precedent"was first put forward by Russian linguists in 1987 and has become a hot topic in the Russian linguistic circle. It is seen as an window to the particular characteristic of both a lanuage and a nation. Precedent, met for the first time, is often mistaken as Parody, which is a creative rhetorical device. However, it can seen that the two are actually quite different in terms of the reserch scope they belong to, the linguistic forms they bear, the funciton they assume, the source of tenor, and the application field after such questions as what is Precedent, what are the basic elements of a precedent, and what does Parody meas are answered.Based on theories of Precedent and Parody, this thesis set out to account for the difference between them through case studies of Russian advertisement discourse, aiming to help Russian advertisement producers properly make use of Precedent and Parody and thus ensure foreign readers can correctly understand the meaning of Russian advertisement.The data in this thesis are mainly chosen from advertisements in Russian newspapers and magazines such as Seven Days, Commodity and Price, Tourism and Leisure, Automobiles, and Facts and Arguments together with some online materials.There are altogether five chapters in this thesis:The first chapter introduces theories on Precedent and the current achievements, the formation and categorization of Precedent. In the second chapter, the phenomenon of Precedent will be further accouted for in the field of advertisement where it is most widely used. Chapter three touches on the phenomenon of Parody, including both theories and categorization. Chapter four again will discuss Parody in advertisement. And the last chapter will uncover the difference between the two based on previous theories and case studies.