| 顺应论视角下广告语篇中的汉英语码转换简 |
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| 引用本文： | 吴天乐,张红岩.顺应论视角下广告语篇中的汉英语码转换简[J].镇江高专学报,2014(1):26-28. |
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| 作者姓名： | 吴天乐 张红岩 |
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| 作者单位： | 江苏科技大学外国语学院,江苏镇江212003 |
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| 基金项目： | 江苏省高校哲学社会科学基金项目（2013SJB740041） |
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| 摘 要： | 不同的目标受众要求广告设计者采用不同的策略和技巧，而语码转换作为语言结构的一个侧面和一种语用策略，就是为了实现对广告语言现实、社会规约和受众心理等方面的顺应，从而达到设计者的交际意图。从顺应理论的角度来分析广告中的汉英语码转换，可以更深刻地理解这种现象及其在广告语言中发挥的作用，从而全面地认识广告语言，对语言的变化发展研究有着添砖加瓦的作用。
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| 关 键 词： | 中文广告语篇 语码转换 顺应论 |
Chinese-English code switching in advertising discourse within adaptation theory |
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| WU Tian-le,ZHANG Hong-yan.Chinese-English code switching in advertising discourse within adaptation theory[J].Journal of Zhenjiang College,2014(1):26-28. |
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| Authors: | WU Tian-le ZHANG Hong-yan |
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| Affiliation: | (School of Foreign Language, Jiangsu University of Science and Technology, Zhenjiang 212003, China) |
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| Abstract: | Advertising designers must use different strategies and techniques to meet different audience＇s needs. As one aspect of language structure and a kind of pragmatic strategy, code switching is used in advertising to achieve the communicative intention. It must adapt to the following elements： the linguistic reality, the social conventions and the psychological motivations. Analysis on the code switching from the adaptation angle can give people some more insight of this phenomenon and its role in the advertising language; also it can contribute to the language ad- vancement. |
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| Keywords: | Chinese advertising discourse code switching the adaptation theory |
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