广告语言中的语码混用研究

Research into Code-mixing in Advertising Language

语码混用是一种常见的语言文化现象。随着国民经济的发展,广告语言作为一种特殊的语篇形式和表意手段,在人们日常生活中的影响日益增大。本文从语用学的视角出发,研究广告语言中语码混用的语用意义和社会意义,对其洋化效果进行了具体分析。

Code-mixing is a common phenomenon concerning language and culture. With the development of our national economy, advertising language, which serves as a special form of discourse and way of expression, plays a vital role in people’s daily life. Starting from the perspective of pragmatics, this paper has done research into the pragmatic meaning and social signifi cance of code-mixing in advertising language, together with analysis of its foreignization effect.