【摘要】：本文以Myers-Scotton的主體語言框架理論和Verschueren的語言順應(yīng)性理論為理論基礎(chǔ)，分別闡釋了中文廣告語篇中英漢語碼轉(zhuǎn)換的結(jié)構(gòu)特征以及動(dòng)機(jī)。文中所選取的語料大部分來自于中文報(bào)刊，雜志，宣傳單的廣告文本，少部分來自于電視頻道的廣告錄音。雖然實(shí)現(xiàn)語碼轉(zhuǎn)換的方式不同，但是這并不影響研究結(jié)果的有效性。 通過語料分析與研究，作者發(fā)現(xiàn)：(1)在Muysten (1995)對(duì)于語碼轉(zhuǎn)換的分類基礎(chǔ)上，所搜集的中文廣告語篇中的英漢語碼轉(zhuǎn)換可大致分為三大類：插入式語碼轉(zhuǎn)換、輪換式語碼轉(zhuǎn)換和雙語式語碼轉(zhuǎn)換。插入式語碼轉(zhuǎn)換又可細(xì)分為：語音插入、單詞及詞組插入、分句插入以及語篇插入。此外，根據(jù)Myers-Scotton的主體語框架理論，在任何一個(gè)出現(xiàn)英漢語碼轉(zhuǎn)換的中文廣告語篇中，都含有基礎(chǔ)語和嵌入語。并且在中文廣告語篇中，漢語通常作為基礎(chǔ)語，英語則作為嵌入語。(2)對(duì)廣告商而言，，在廣告中運(yùn)用英漢語碼轉(zhuǎn)換的目的是為了實(shí)現(xiàn)對(duì)語言現(xiàn)實(shí)、社會(huì)契約以及心理動(dòng)機(jī)的順應(yīng)。對(duì)語言現(xiàn)實(shí)的順應(yīng)主要指廣告商在進(jìn)行語碼轉(zhuǎn)換時(shí)必須考慮到語言的客觀存在情況及其語言的特征。對(duì)社會(huì)契約的順應(yīng)，主要體現(xiàn)在廣告商對(duì)社會(huì)文化的順應(yīng)。廣告商為了通過廣告達(dá)到與受眾群體的交際目的，他們必須遵照一定的文化特征和習(xí)俗規(guī)約，因此語碼轉(zhuǎn)換成為實(shí)現(xiàn)此目的的有效手段。廣告商采用語碼轉(zhuǎn)換的最后一個(gè)動(dòng)機(jī)通常是實(shí)現(xiàn)對(duì)受眾心理的一種順應(yīng)。通過這種順應(yīng)，語碼轉(zhuǎn)換能極大程度上影響受眾體對(duì)自身身份的構(gòu)建，從而使廣告符合受眾體的口味。
[Abstract]:Based on Myers-Scotton 's theory of subject language framework and Verschueren's theory of language adaptation, this paper expounds the structural characteristics and motivation of code-switching between English and Chinese in Chinese advertising texts. Most of the selected materials are from Chinese newspapers, magazines and leaflets, and a few from TV channels. Although there are different ways to achieve code-switching, this does not affect the effectiveness of the research results. Through corpus analysis and research, the author finds that: (1) on the basis of Muysten (1995)'s classification of code-switching, the English-Chinese code-switching collected in Chinese advertising texts can be roughly divided into three categories: insertion-based code-switching, and so on. Round-robin code switching and bilingualism code switching. Insertion code-switching can be subdivided into: speech insertion, word and phrase insertion, clause insertion and text insertion. In addition, according to Myers-Scotton 's theory of subject frame, there are both basic language and embedding language in any Chinese advertising discourse with code-switching between English and Chinese. And in Chinese advertising texts, Chinese is usually used as the basic language and English as the embedding language. (2) for advertisers, the purpose of using English and Chinese code conversion in advertising is to realize the reality of the language. Social contract and adaptation of psychological motivation. Adaptation to language reality mainly means that advertisers must take into account the objective existence of language and its characteristics in code-switching. The adaptation to the social contract is mainly reflected in the Advertising's adaptation to the social culture. In order to achieve the purpose of communication with the audience through advertising, advertisers must abide by certain cultural characteristics and customs. Therefore, code-switching has become an effective means to achieve this goal. The last motivation for advertisers to use code-switching is usually to realize a kind of adaptation to the audience's psychology. Through this adaptation, code-switching can greatly affect the construction of the recipient's identity and make the advertisement accord with the taste of the recipient.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H13

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