中文网络广告中英汉语码转换的顺应性研究

A Study of Chinese- English Code- switching in Chinese Online Advertisements from the Perspective of Adaptation Theory

在以往学者对语码转换研究的基础上,运用Verschueren提出的顺应论和于国栋的顺应性模式对中文网络广告中语码转换进行顺应性分析。首先,对中文网络广告中的英汉语码进行了简单的分类。其次,分析了广告文字撰写者在广告语篇中采取英汉语码转换的原因,以期为广告语设计者提供一些启示。

The paper discussed the code- switching in the Chinese online advertisements from the perspective of Verschueren＇s Adaptation Theory and Yu Guodong＇s Adaptation Theory. In the first place,the author made a classification of the types of code-switching in Chinese online advertisements,namely,letter insertion,lexical or phrasal insertion and clausal insertion. Second,the author studied the reasons why advertisers use code- switching in their advertisements. The aims is to adapt to linguistic reality,social conventions and psychological motivations.