顺应论视角下电商广告中汉英语码转换的研究  

A Study of Chinese-English Code-Switching in the E-Commerce Advertisements from the Perspective of Theory of Adaption

作　　者：刘祯瑶 

机构地区：[1]上海海事大学外国语学院,上海

出　　处：《现代语言学》2022年第12期3094-3100,共7页Modern Linguistics

摘　　要：随着经济全球化与网络技术的发展,英语越发普及,汉英语码转换现象愈发频繁地出现在人们的生活中,特别是在电商广告语篇中。在此背景下,本文以Verschueren的顺应性理论及于国栋提出的语码转换顺应模型为理论依据,以电商广告中的汉英语码转换内容为对象,运用定量分析统计各种类型语码转换的使用频率,并借助定性分析探究语篇中出现的语码转换类型及功能,以进一步完善顺应理论的应用范围和深度。With the development of economic globalization and internet, English is more widely used, so does Chinese-English code-switching in people’s life, especially in the discourse of e-commerce advertisements. In this context, theoretically based on Verschueren’s Theory of adaption and Yu Guodong’s adaptation model of code-switching and taking Chinese-English code-switching caused by various motives in e-commerce advertising as the research object, this paper uses quantitative analysis to count the frequency of its various types, and explores the types and functions of code-switching in discourse with the help of qualitative analysis to further improve the application scope and depth of the theory.

关 键 词：语码转换 顺应论 电商广告 

分 类 号：H313[语言文字—英语]