俄语商业广告语的语言特色及释例分析

Linguistic Features and Illustrative Analysis of Russian Commercial Advertising Language

摘要: 随着中俄贸易往来的日益紧密，大量俄罗斯商品持续涌入中国消费市场。在此背景下，广告作为关键媒介，在促进商品流通与文化传播中发挥了不可替代的推动作用。本文基于俄汉翻译视角，聚焦俄语商业广告语的翻译策略展开研究。通过分析俄语广告词汇的丰富表现力、句类的多元性以及修辞手法的感染力，结合典型案例进行释例分析，旨在探索跨文化交流中俄语商业广告语的翻译方法。研究重点在于消解因文化差异导致的语义隔阂，提升广告信息的跨文化传播效果，进而为中俄广告产业合作提供具有实践价值的理论支撑与沟通范式。

Abstract: With the increasingly close trade relations between China and Russia, a substantial flow of Russian products continues to enter the Chinese consumer market. In this context, advertising serves as a key medium, playing an indispensable role in promoting the circulation of goods and the dissemination of culture. From the perspective of Russian-Chinese translation, this study investigates the translation strategies for Russian commercial advertising slogans. By analyzing the rich expressiveness of Russian advertising vocabulary, the plurality of its sentence structures, and the emotional appeal of rhetorical devices, along with case-based illustrations, this research aims to explore effective translation methods for Russian commercial advertisements in cross-cultural communication. The primary focus is on resolving semantic barriers caused by cultural differences and enhancing the effectiveness of cross-cultural communication of advertising messages, thereby providing practical theoretical support and communication models for Sino-Russian collaboration in the advertising industry.