摘要
广告中出现的中英文混杂现象属于语码转换的研究范畴。作为一种语言现象,语言学家们从句法学、社会语言学、心理学和语用学等各角度对语码转换进行了不同程度的分析和研究。本文将主要围绕社会经济发展浪潮冲击下所出现的广告语篇来探讨双语双符和双语嵌入模式等语码转换现象及其语用功能。
The mixture of Chinese and English in the advertisement belongs to the research range of code-switching.As a language phenomenon,linguists have made analyses and researches on code-switching to some extent from different aspects of syntax,sociolinguistics,psychology and pragmatics.This paper mainly focuses on code-switching of bilingualism and bilingual-in-sertional model in the advertisement discourse and its pragmatic functions influenced by the urge of social and economic development.
出处
《浙江海洋学院学报（人文科学版）》
2009年第1期75-80,共6页
Journal of Zhejiang Ocean University(Humane Science)
关键词
广告语篇
语码转换
语用功能
advertisement discourse
code-switching
pragmatic function
