CAJ | 학술논문

不同的目标受众要求广告设计者采用不同的策略和技巧，而语码转换作为语言结构的一个侧面和一种语用策略，就是为了实现对广告语言现实、社会规约和受众心理等方面的顺应，从而达到设计者的交际意图。从顺应理论的角度来分析广告中的汉英语码转换，可以更深刻地理解这种现象及其在广告语言中发挥的作用，从而全面地认识广告语言，对语言的变化发展研究有着添砖加瓦的作用。
불동적목표수음요구엄고설계자채용불동적책략화기교，이어마전환작위어언결구적일개측면화일충어용책략，취시위료실현대엄고어언현실、사회규약화수음심리등방면적순응，종이체도설계자적교제의도。종순응이론적각도래분석엄고중적한영어마전환，가이경심각지리해저충현상급기재엄고어언중발휘적작용，종이전면지인식엄고어언，대어언적변화발전연구유착첨전가와적작용。
Advertising designers must use different strategies and techniques to meet different audience’s needs.As one aspect of language structure and a kind of pragmatic strategy,code switching is used in advertising to achieve the communicative intention.It must adapt to the following elements:the linguistic reality,the social conventions and the psychological motivations.Analysis on the code switching from the adaptation angle can give people some more insight of this phenomenon and its role in the advertising language;also it can contribute to the language ad-vancement.