中国网络广告中英汉语码转换的顺应性研究

发布时间：2018-05-03 15:57

本文选题：语码转换 + 顺应论　；参考：《北京林业大学》2013年硕士论文

【摘要】：在以往对于语码转换的研究中,语用学与其他传统研究方法相比被认为是一个综合性研究视角。同时,前人对于网络广告研究的主要是从传播学的角度来进行的,对于网络广告语言中语码转换的关注相对较少。本研究将在顺应论以及语码转换的顺应性模式共同组成的理论框架下对中国网络广告中的英汉语码转换进行研究,丰富对于顺应论和网络广告语言的研究。本研究共采集到网络广告样本100条,主要是随机采集自国内的八个网站,包括四大门户网站以及四个知名电子商务网站。本研究对于收集到的样本进行了定性分析。研究结果表明,在中国网络广告中,顺应语言现实的英汉语码转换主要是由于网址这类在网络特殊背景下产生的因素没有对应中文说法而引起的；顺应社会规约的英汉语码转换主要是广告制作人为了规避禁忌语,以委婉手段传达内容而引起的：顺应心理动机的英汉语码转换主要是由于商家为引起顾客注意、追求语言简洁或树立某种权威身份等原因而引起的。本论文旨在探求中国网络广告中英汉语码转换的语用功能和语用动机,进一步加深对中国网络广告中英汉语码转换的理解,并对网络广告制作人该如何应用语码转换这-交际策略来实现交际目的给予启示。
[Abstract]:In previous studies on code-switching, pragmatics is considered to be a comprehensive perspective in comparison with other traditional research methods. At the same time, previous researches on online advertising are mainly carried out from the perspective of communication, and the focus on code-switching in the language of online advertising is relatively small. Under the framework of adaptation theory and code-switching adaptation model, this study will study English-Chinese code-switching in Chinese online advertising, which will enrich the research on adaptation Theory and Internet Advertising language. A total of 100 online advertising samples were collected in this study, mainly from eight websites in China, including four portals and four well-known e-commerce websites. The qualitative analysis of the collected samples is carried out in this study. The results show that, in China's Internet advertising, English and Chinese code-switching adapted to the language reality is mainly caused by the fact that some factors, such as web addresses, do not correspond to Chinese versions under the special background of the Internet. The English-Chinese code-switching in compliance with the social rules is mainly caused by the euphemism of the advertisers in order to avoid taboos: the English-Chinese code-switching of the adaptation psychological motivation is mainly caused by the merchants to attract the attention of the customers. The pursuit of simple language or the establishment of a certain authoritative identity and other reasons caused by. The purpose of this thesis is to explore the pragmatic functions and pragmatic motivations of code conversion between English and Chinese in Chinese online advertising, and to further understand the code conversion between English and Chinese in Chinese online advertising. And how to use code-switching strategy to realize the communicative purpose.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136;H313

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