简析汉英语码转换的动因及语用功能——以广告语篇为例

An Inquiry into the Motivation and Pragmatic Functions of Code-switching in Advertising Discourse

语码转换是语言接触中普遍而又复杂的现象,是语用学和社会语言学研究的中心问题。随着国际交往的日益频繁,语码转换现象也广泛存在于各种文本中。文章以广告语篇中频繁出现的汉英语码转换为例,分析了语码转换的动因及其语用功能。

subjects in hing widely papers and discourse. Code - switching, as a common and complex phenomenon in language contact, is one of the major linguistics and sociolinguistics. With the increasing international communication, code -switc- exists in different contexts. The present paper quotes some examples often appearing in news- magazines to explore the motivation and pragmatic functions for code -switching in advertising