中文时尚杂志广告中的汉英语码转换研究

发布时间：2018-05-01 20:09

本文选题：语码转换 + 主体语框架模式　；参考：《济南大学》2012年硕士论文

【摘要】：语码转换是指在一次言语或文字交际中使用两种或两种以上语言或语言变体。随着不同国家之间语言和文化接触与交流的日益频繁，语码转换越来越多的出现在我们的生活中，成为语言学的重要研究课题。20世纪70年代以来，国内外语言学者从不同角度对语码转换展开了研究，其中主要包括社会语言学研究、心理语言学研究、语法研究、会话分析研究和语用学研究。这些研究成果丰硕，但是大都局限于言语性语码转换，对特定领域（如文学作品、广告等）中的语码转换较少涉及。为数不多的研究大都视角较为单一，因而不够系统。 Myers-Scotton于1993年提出的主体语框架模式将语码转换的成分划分为主体语岛、嵌入语岛和主体语与嵌入语混合成分，对语码转换特别是汉英语码转换的类型研究有很大意义。1999年，Jef Verschueren提出了极具解释力的语言顺应论，坚持从认知、社会、文化的综合角度来研究语言现象。语言顺应论为语码转换的研究提供了一种更为全面和深入的研究模式和方法。本研究根据中国广告监测权威机构慧聪邓白氏研究发布的2010报刊广告投放量排行，从排名前三位的中文时尚杂志中收集135条包含汉英语码转换的广告作为语料并结合定性和定量分析的方法予以研究。首先，作者基于主体语框架模式探讨广告中语码转换的基本类型。然后，作者基于针对语料的数据统计和分析，探讨广告中语码转换的分布特征。最后，作者基于语言顺应论，分析广告中语码转换背后的多种动因。本研究表明，从转换类型上看，中文时尚杂志广告中的汉英语码转换可以大致分为句内语码转换、句际语码转换和双语式语码转换；从分布特征上看，由于简单、易于使用和理解，字母或字母组合出现最多，名词出现最多，句内转换出现最多；从转换动机上看，，语码转换的动因可以归结为对语言因素、社会因素和心理因素的顺应。本文旨在从语言结构和分布入手，由表及里地探讨广告中汉英语码转换背后的心理、文化和社会因素，从而更为全面、系统地阐释语码转换这种语言现象同时对广告中汉英语码转化的正确使用提供一定启示。
[Abstract]:Code-switching refers to the use of two or more languages or variations in a single verbal or written communication. With the increasingly frequent contact and exchange of languages and cultures among different countries, code-switching has become an important research topic in linguistics since the 1970s. Linguists at home and abroad have studied code-switching from different angles, including sociolinguistics, psycholinguistics, grammar, conversational analysis and pragmatics. These researches are fruitful, but they are mostly confined to speech code-switching, which is less involved in specific fields (such as literary works, advertisements, etc.). Most of the few studies have a single perspective, so they are not systematic enough. The subject frame model proposed by Myers-Scotton in 1993 divides the components of code-switching into the subject island, the embedded island and the mixture of the subject language and the embedded language. It is of great significance to study the types of code-switching, especially in Chinglish. In 1999, Jef Verschueren put forward an explanatory theory of linguistic adaptation, insisting on the study of linguistic phenomena from the perspective of cognition, society and culture. Linguistic adaptation theory provides a more comprehensive and in-depth research model and method for the study of code-switching. This study ranked the number of advertisements in the 2010 newspapers and periodicals published by Huichong Deng, an authoritative advertising monitoring agency in China, 135 advertisements containing Chinese-English code conversion were collected from the top three Chinese fashion magazines and studied by qualitative and quantitative methods. First of all, the author discusses the basic types of code-switching in advertising based on the framework of the subject language. Then, based on the data statistics and analysis of the corpus, the author discusses the distribution characteristics of code-switching in advertisements. Finally, based on linguistic adaptation theory, the author analyzes the reasons behind code-switching in advertising. This study shows that the Chinese-English code-switching in Chinese fashion magazine advertisements can be roughly divided into intra-sentence code-switching, intersentence code-switching and bilingual code-switching. It is easy to use and understand, the letter or letter combination appears most frequently, the noun appears the most, and the intra-sentence transformation appears the most. From the perspective of the conversion motivation, the motivation of code-switching can be attributed to the adaptation of language factors, social factors and psychological factors. From the perspective of language structure and distribution, this paper aims to explore the psychological, cultural and social factors behind Chinese-English code conversion in advertisements from the surface to the interior, so as to be more comprehensive. This paper systematically explains the language phenomenon of code-switching and provides some enlightenment for the correct use of C-E code transformation in advertisements.
【学位授予单位】：济南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H08

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