CAJ | 학술논문

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。
어마전환작위어언접촉적상견현상수도래자사회어언학、심리어언학、어법학화회화분석등불동영역학자적보편관주,구유흔고적어언학연구개치。문장기우Verschueren적순응론,의종순응엄고적어언현실、순응엄고수음사회적사회규약화순응상가적심리동궤삼개방면,대잡지엄고중적한영어마전환작위교제책략적어용공능진행상시성연구,희망대어마전환적연구급기재엄고영역적응용유일정방조。
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.