An Analysis Of Rhetoric In Russian Advertising Language From The Perspective Of Socio-psycho Linguistics

Nowadays,advertising has become more and more closely linked with people's lives,work,leisure and entertainment.The purpose of advertising is to achieve advertising effectiveness by satisfying the psychological demands of advertising audiences.In order to improve the expressiveness and attractiveness of the advertising language and enhance the effectiveness of advertisements,different figures are often used in the advertising language.Traditional rhetoric is a one-way rhetorical theory.Due to its separation from the social environment and social psychology,it can only explain a part of rhetorical facts and rhetorical rules.Therefore,in order to reduce the limitations of traditional rhetoric research,we must study advertising language from three perspectives: social,psychological,and language itself and use sociopsychological linguistic theory knowledge and research methods to analyze the usage and function of rhetoric in advertising language.The advertising language has its own pragmatic strategy,including the cooperation principle,tactful principle and vague principle of advertising language.In compliance with(or contrary to)the principles of advertising language,advertising languages often use different rhetoric methods to satisfy people's aesthetic needs for advertising language,improve verbal communication,and promote aesthetic psychosocialization.Figure is the center of rhetoric research.This paper will focus on the rhetoric,which is often used in the Russian advertising language,including semantic figures(such as epithet,metaphors,metonymy,pun,personification,hyperbole,oxymoron,comparison)and syntactic figures(such as repeat,parallelism,antithesis,gradation,inversion,rhetorical address,rhetorical question,chiasmus,default).This paper will combine rhetoric and socio-psychological linguistics and select typical examples of Russian-language advertising in recent years to analyze the social psychology of the advertising subject and different kinds of psychological appeal to satisfy the advertising audience reflected in the use of rhetoric,as well as the aesthetic experience and propaganda effect brought by advertising rhetoric.