标记模式视域下的广告语篇语码混合

A Probe into the Ads with Mixed Codes from the Perspective of Markedness Model

作为广告商与消费者之间一种特殊的言语交际活动,广告业已成为现代生活不可或缺的元素。广告语篇,尤其是主体语言中文中嵌入英文的广告语篇越来越普遍。研究以都市类报纸上的中英文语码混合广告语篇为语料,以标记模式为理论框架,调研都市类报纸中英文广告语码混合现象。英语语码句法范畴主要为短语、小句和英文字母;其中短语主要为名词短语和动词短语。e、spa、PK为使用频率较高的英语语码;它们既传递和告知受众特定产品或服务的信息,又使语篇平添了时尚、高雅、创新、更易吸引眼球等社会语用功能。

As a special communicative activity between advertising agencies and their target consum- ers, advertising is becoming indispensable to our contemporary life. Advertising discourses, particular- ly those Chinese, the matrix languag making an investigation into the data e, being embedded with English, are increasingly popular. By of advertisements with mixed codes from popular newspapers and based on the theory of Markedness Model, the probe found that the English codes syntactically fall into phrases, clauses and letters; and that ＂e＂, ＂spa＂, and ＂PK＂ are the most frequently used codes. Besides informing its target consumers of their goods or services, these codes play the socio-pragmatic functions by making the ads vogue, elegant, innovative, and eye-catching.