Linguistic Characteristics Of The Russian Advertising Slogan

The current society of Russia,where various information resources are playing a more and more important role,is now in a period of rapid development.As a result,a new term"Information Society"emerges,and dramatic changes are taking place to Russian social principle and the structure of people's value system.At the same time, advertisements,one of the most important elements of Russian modern lives,are influencing Russian society from all aspects.In modern society,there are advertisements everywhere in our lives,streets,parks, coffee houses,subway,trains,buses,even planes.They make people want some merchants or service,and then decide to purchase.In general,most advertisements are composed of two parts,i.e.,the verbal and nonverbal elements.The verbal elements are usually made up of headlines,bodies and slogans,while the nonverbal ones include trademarks and illustrations,etc.(Zhou Jun ling 2005:48)Of course,there do exist some exceptions.However,Advertisements slogan are frequently repeated as an important part of Russian advertisements,and as a result,all kinds of Russian advertisements trademarks are becoming popular to the public.The term slogan comes from Gaul word"slaughghairm",meaning vocation in wars.In modern world this term is used vastly in advertisements."Slogan is the dominant part constituting advertisements;it is a statement,a catchword,and trade principles of companies."(??????? 2004:82);"The success of advertisements lies in their positive guidance,where slogans play a very important role"(????????? 2003:194).From this point of view,the research of Russian advertisements slogans is becoming especially important and necessary in modern society.The research toward Russian advertisements features multidiscipline,so linguist, sociologists,psychologists,economists,as well as cultural experts are interested in this field.In this paper,we mainly focus on the language features of the Russian advertisements.The paper consists three parts:foreword,text,and conclusions.In the foreword,definitions and scope of the research subject are provided;also practicality,innovationality,and its value are mentioned.The text is composed of five chapters.The first chapter analyzes the theoretical questions of the slogans,including the history of slogans and the definition of the term.The position and role of slogans in advertisements,the overall characteristics of slogans in Russian advertisements,and the classifications to the collected materials offered by the present author are also included in this chapter.The second chapter is mainly about the lexical features.Morphological characteristics of slogans are analyzed in chapter three,while features related to syntax are included in chapter four. The chapter five is mainly about the pragmatical features of the Russian advertisements slogans.The third part of the paper provides the summary and conclusions;also further research prospective and practicality are included.