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广告是现代社会生活不可缺少的一个部分,体现着社会的价值观念、行为模式和社会情趣与理念等。仿拟作为一种富于创造性的修辞方式,广泛应用于当代俄罗斯广告中,它不仅能体现出广告所蕴含的丰富的文化内涵,而且能使广告简洁易懂、风趣幽默、新颖别致,从而大大加强了广告的宣传效果和力度。本文将在阐明仿拟修辞的概念、研究现状和在广告中的作用的基础上,从仿拟的来源角度对仿拟修辞在俄语广告中的运用进行分析。
Advertising is an indispensable part of modern social life, embodies the social values, patterns of behavior and social taste and philosophy. As a creative rhetoric, imitation is widely used in contemporary Russian advertisements. It can not only reflect the rich cultural connotation of advertisements, but also make the advertisements concise, easy-to-understand, humorous and novel Strengthen the advertising effectiveness and intensity. This article will clarify the concept of imitative rhetoric, research status quo and role in advertising based on imitation of the source from the perspective of simulated rhetoric in the use of Russian advertising analysis.