广告语言中的语码混用研究  

Research into Code-mixing in Advertising Language

作　　者：杨永和[1] 

机构地区：[1]湖南工程学院

出　　处：《中国外语》2008年第3期34-36,50,共4页Foreign Languages in China

基　　金：湖南省教育厅资助项目"宏观语用学视角下的广告语言研究";编号05C585

摘　　要：语码混用是一种常见的语言文化现象。随着国民经济的发展,广告语言作为一种特殊的语篇形式和表意手段,在人们日常生活中的影响日益增大。本文从语用学的视角出发,研究广告语言中语码混用的语用意义和社会意义,对其洋化效果进行了具体分析。Code-mixing is a common phenomenon concerning language and culture. With the development of our national economy, advertising language, which serves as a special form of discourse and way of expression, plays a vital role in people’s daily life. Starting from the perspective of pragmatics, this paper has done research into the pragmatic meaning and social signifi cance of code-mixing in advertising language, together with analysis of its foreignization effect.

关 键 词：广告语言 语码混用 社会意义 语用意义 洋化效果 

分 类 号：H0[语言文字—语言学]