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中文广告语篇中英汉语码转换的结构和动机研究

发布时间:2019-03-15 16:04
【摘要】:本文以Myers-Scotton的主体语言框架理论和Verschueren的语言顺应性理论为理论基础,分别阐释了中文广告语篇中英汉语码转换的结构特征以及动机。文中所选取的语料大部分来自于中文报刊,杂志,宣传单的广告文本,少部分来自于电视频道的广告录音。虽然实现语码转换的方式不同,但是这并不影响研究结果的有效性。 通过语料分析与研究,作者发现:(1)在Muysten (1995)对于语码转换的分类基础上,所搜集的中文广告语篇中的英汉语码转换可大致分为三大类:插入式语码转换、轮换式语码转换和双语式语码转换。插入式语码转换又可细分为:语音插入、单词及词组插入、分句插入以及语篇插入。此外,根据Myers-Scotton的主体语框架理论,在任何一个出现英汉语码转换的中文广告语篇中,都含有基础语和嵌入语。并且在中文广告语篇中,汉语通常作为基础语,英语则作为嵌入语。(2)对广告商而言,,在广告中运用英汉语码转换的目的是为了实现对语言现实、社会契约以及心理动机的顺应。对语言现实的顺应主要指广告商在进行语码转换时必须考虑到语言的客观存在情况及其语言的特征。对社会契约的顺应,主要体现在广告商对社会文化的顺应。广告商为了通过广告达到与受众群体的交际目的,他们必须遵照一定的文化特征和习俗规约,因此语码转换成为实现此目的的有效手段。广告商采用语码转换的最后一个动机通常是实现对受众心理的一种顺应。通过这种顺应,语码转换能极大程度上影响受众体对自身身份的构建,从而使广告符合受众体的口味。
[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.
【学位授予单位】:重庆大学
【学位级别】:硕士
【学位授予年份】:2012
【分类号】:H13

【参考文献】

相关期刊论文 前3条

1 陈立平;英语专业教师在课堂上语码转换调查[J];解放军外国语学院学报;2004年05期

2 赵一农;有标记语码转换的幽默功能[J];外语学刊;2002年03期

3 何自然,于国栋;《语用学的理解》-Verschueren的新作评介[J];现代外语;1999年04期



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