广告语篇中语码转换的功能分析

A Functional Analysis of Code Switching in Advertising Discourse

语码转换是指在同一语篇中使用两种甚至更多的语言或语言变体的现象,语码转换正越来越多地出现在各种中文语篇,尤其是广告语篇中。作为广告策略之一,语码转换能够满足人们求新求异的心理,激发消费者对产品的强烈购买欲,实现多种功能。

Code switching is a linguistics term denoting the concurrent use of more than one language, or lan- guage variety, in one discourse. And in various Chinese discourses, code switching is increasingly used. In adver- tising discourse, it is used a language strategy, which plays multiple functions, such as to meet the customers＇curi- osity and to arouse the customers＇purchasing desire, etc.