广告语篇中汉英语码转换的社会语用研究

发布时间：2023-06-28 04:28

　　21世纪以来,随着全球化和现代化趋势的发展,不同国家在经济、政治和文化等方面的联系日益密切,各国之间的语言接触也日益频繁。语码转换是由语言接触所产生的一种现象。改革开放以来,汉英语码转换现象在中国的报刊杂志等大众媒体中成为越来越频繁出现的一种现象,也得到了许多语言学家的关注。 本篇论文旨在从社会语用学的角度来分析广告语篇中的汉英语码转换现象。文中所分析的语料主要来自出现在中国内地广为大家所知的报刊杂志和电视上的广告,作者运用Myers-Scotton的主体语言框架模式和Verschueren的顺应性理论进行研究。 通过分析,作者发现：首先,她对中文广告语篇中的汉英语码进行了分类,即插入式语码转换、交替式语码转换和双语式语码转换。而插入式语码转换可细化为语音插入、单词和词组插入、分句插入及语篇插入。此外,含有语码转换的广告语篇是由主体语和嵌入语构成,在中文的广告语篇中,中文是主体语言,而英语则是嵌入语言。其次,作者分析了广告主在广告语篇中采用汉英语码转换的原因,主要是为了实现对语言现实、社会制约和心理动机的顺应。对语言现实的顺应主要是对语言事实和语言特征的顺应,因为参与语码转换的语言在应...

【文章页数】：68 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter One Introduction
    1.1 Motivations and significances of the thesis
        1.1.1 Motivations of the thesis
        1.1.2 Significances of the thesis
    1.2 Organization of this study
Chapter Two Literature Review
    2.1 Definitions of code-switching
    2.2 Code-switching and relevant terms
        2.2.1 Code-switching and code-mixing
        2.2.2 Code-switching and borrowing
        2.2.3 Code-switching and diglossia
    2.3 Types of code-switching
        2.3.1 Intra-sentential,inter-sentential and tag switching
        2.3.2 Situational code-switching and metaphorical code-switching
        2.3.3 Discourse-related code-switching and participant-related code-switching
        2.3.4 Alternation,insertion and congruent lexicalization
    2.4 Existing studies on code-switching at home and abroad
Chapter Three Theoretical Framework
    3.1 The matrix language frame model
        3.1.1 Definitions of MLF model and related terms
        3.1.2 Identification of ML
        3.1.3 Types of constituents in code-switching in MLF
    3.2 Verschueren's linguistic adaptation theory
        3.2.1 Language use and choice
        3.2.2 Variability, negotiability and adaptability of language
        3.2.3 Code-switching as realization of adaptation
Chapter Four Research Methodology
    4.1 Data collection and data-processing
    4.2 Data-analyzing method
Chapter Five Data Survey and Analysis
    5.1 Types of Chinese-English code-switching in advertising discourse
        5.1.1 Insertion
            5.1.1.1 Phonological insertion
            5.1.1.2 Lexical and phrasal insertion
            5.1.1.3 Clausal insertion
            5.1.1.4 Discourse insertion
        5.1.2 Alternative code-switching
        5.1.3 Diglossia in ads
    5.2 Motivations of code-switching in Chinese advertising discourse
        5.2.1 Chinese-English code-switching as adaptation to linguistic reality
            5.2.1.1 Adaptation to the linguistic facts of Chinese and English
            5.2.1.2 Adaptation to the linguistic features of Chinese and English
        5.2.2 Chinese-English code-switching as adaptation to social conventions
        5.2.3 Chinese-English code-switching as adaptation to psychological motivations
            5.2.3.1 Chinese-English code-switching as a foreign flavor gaining strategy
            5.2.3.2 Chinese-English code-switching as an emphasis strategy
            5.2.3.3 Chinese-English code-switching as a humor-creating strategy
            5.2.3.4 Chinese-English code-switching as an explanation strategy
            5.2.3.5 Chinese-English code-switching as a decoration strategy
            5.2.3.6 Chinese-English code-switching as a convenience strategy
            5.2.3.7 Chinese-English code-switching as an addressee-selection strategy
Chapter Six Conclusion
    6.1 Major findings
    6.2 Limitations of this study
    6.3 Suggestions for further research
Bibliography
Acknowledgements



本文编号：3835979