汉语广告语篇中的语码转化——广告产品定位及其身份构建策略

Code-switching in Chinese Advertising Discourse:From the Perspective of Product Positioning and Consumer Identity Construction

语码转化为语言接触的一种常见现象,广泛存在于各种文本当中。广告文本中的语码转化作为广告策略之一,有助于构建消费者的身份、清晰产品的形象定位。因此广告中的语码转化的作用远远不止是信息载体,更是一种文化符号。

The present paper tries to gain an insight into the code-switching in Chinese advertising discourse.Based on dialogism by Bahkin,with code-switching that happens in all the advertisements of one particular magazine as corpus,the distribution of code-switching in Chinese advertising discourse and its role in product positioning and consumer identity construction are explored.