The Use Of Language Games In Russian Advertising Discourse

In today's society,the mass media advertising has become an indispensable commodity information service carrier.As a practical style with strong guiding and persuasive intentions,the characteristics of advertising are implicit in seemingly simple language expressions.As one of the important means to improve the expressiveness of advertising language,language games have been widely used in modern Russian advertising.The language game in advertising is the content and structure that the creator of the advertisement creates on the basis of consciously violating the conventional language norms to create expressive and aesthetic effects.This kind of modified language can expand the information capacity,make the advertising language more vivid and novel,and thus enhance the attractiveness of advertising.In the process of interpreting language games,the advertising audience not only deeply thinks about the meaning of advertising,but also gets a certain spiritual satisfaction and beauty enjoyment.In this paper,the advertisements dominated by text symbols are regarded as a type of discourse.The advertisements published in the Russian mass media for nearly two decades are selected as language materials.The full text is divided into five parts.The introduction introduces the purpose and significance of this paper;defines the related concepts of advertising discourse and language games;sorts out the research results of Russian and Chinese scholars on the language game phenomenon in advertising discourse;introduces the research object of this paper and research method.The second chapter,the third chapter and the fourth chapter are divided into the detailed description of the language game means in the advertising discourse from the perspectives of writing,precedent and rhetorical techniques,revealing the use and operation mechanism of language game means.The conclusion part combines a large number of materials listed in this paper.Through analysis,it is concluded that language games have semantic enrichment,attract the attention of the audience,enhance the novelty,originality,add fun and embody wisdom and other functions and functions.It can be seen from the versatility of language games that the use of language game means plays a very important role in the construction of advertising discourse.