顺应论视角下杂志广告中的汉英语码转换

A Study on Chinese-English Code-switching in Magazine Advertising from the Perspective of Adaptation Theory

语码转换作为语言接触的常见现象受到来自社会语言学、心理语言学、语法学和会话分析等不同领域学者的普遍关注,具有很高的语言学研究价值。文章基于Verschueren的顺应论,拟从顺应广告的语言现实、顺应广告受众社会的社会规约和顺应商家的心理动机三个方面,对杂志广告中的汉英语码转换作为交际策略的语用功能进行尝试性研究,希望对语码转换的研究及其在广告领域的应用有一定帮助。

As a common phenomenon of language contact,code-switching has caused wide concern of researchers from various fields,including the sociolinguistics,the psycholinguistics,the grammatical analysis and conversational analysis.This linguistic phenomenon holds high linguistic research value.The thesis,based on Verschueren＇s adaptation theory,intends to explore the function of Chinese-English code-switching as a communicative strategy in magazine advertising from the perspective of adaptation to linguistic reality of advertising,adaptation to social convention of consumer and adaptation to psychological motivation of business,thus shed some light on the study and use of code-switching in advertising.