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An Analysis of C-E Code-Switching in Advertising Discourse from the Perspective of the Adaptation Theory

Author: ZhangYaNan
Tutor: WuWei
School: Dongbei University of Finance
Course: Foreign Linguistics and Applied Linguistics
Keywords: code-switching adaptation model advertising discourse
CLC: H030
Type: Master's thesis
Year: 2013
Downloads: 2
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As the most important tool of communication, language emerges and develops with human society and is closely related to individual and social needs. Since entering the World Trade Organization, we have to keep pace with the world and follow the international conventions. All countries enlarge and deepen the communication and cooperation in many aspects, like politics, economics, culture, military, and so forth. As a product of continual language contact, the phenomenon of code-switching has been arousing much academic concern from various perspectives.As early as the1970s, many researches about code-switching have been carried out from different perspectives like grammatical, sociolinguistic, psycholinguistic and conversational analysis by linguists and scholars both at home and abroad. All these perspectives have made great contribution to the study of code-switching and many of them are very fruitful, but the studies explain the characteristics of code-switching only from one area. So it is expected that more explanatory perspective can interpret and explore the various factors behind the code-switching phenomenon, which cover the linguistic, sociological, cultural, and cognitive factors. Compared with the previous studies, Verschueren’s pragmatic perspective is generally believed to be more comprehensive and offer more convincing explanation. According to Verschueren’s Adaptation Theory, using language must consist of the continuous making of linguistic choices, consciously or unconsciously, for language-internal or external reasons. Based on Verschuren’s Adaptation Theory, Chinese scholar Yu Guodong proposes Adaptation Model that code-switching is a communicative strategy employed by language users to achieve their purposes in specific context. Besides, code-witching should be adapted to three elements:linguistic reality, social conventions, and psychological motivations. This paper proceeds from Verschuren’s Linguistic Adaptation Theory and makes a detailed analysis and discussion of Chinese-English code-switching in advertising discourse within the framework of Yu Guodong’s Linguistic Adaptation Model of code-switching. This paper is divided into six chapters.Chapter one is an overview of the paper. It elaborates the background, the significance of this research and also gives a general framework of this article.Chapter two focuses on the literature review. It first defines code, code-switching and advertising discourse, and then distinguishes between code-switching and some other relevant terms. It also introduces the types and approaches to code-switching. At last, the author summarizes the previous studies on code-switching in advertising discourse.Chapter three provides a theoretical framework for the whole study. The author gives a deep and detailed explanation of Verschuren’s Linguistic Adaptation Theory and Yu Guodong’s Linguistic Adaptation Model of code-switching.Chapter four concentrates on the research methodology which includes the date collection and data processing. By taking advertising discourses which are published in Chinese magazines, newspapers, TV programs, network media and so on as corpus, the present study conducts a systematic and profound analysis and discussion on the Chinese-English code-switching phenomena and aims at exploring the types, patterns and pragmatic functions of Chinese-English code-switching in advertising discourse.Chapter five looks at the application of Chinese-English code-switching in advertising discourse. Through the detailed analysis of the samples, the present study reveals that, in terms of linguistic structure, the Chinese-English code-switching in Chinese advertising discourses can be categorized into three types: insertional code-switching, alternative code-switching and diglossia code-switching; in terms of linguistic performance, the main reason advertisers exploit Chinese-English code-switching in advertising discourse is to adapt to the linguistic reality, social conventions and psychological motivations. Meanwhile, the study also reveals that, in the process of adaptation, code-switching can realize various pragmatic functions, such as foreign flavor gaining, humor-creating, emphasis, explanation, AIDA-realization and so on.Chapter six is a conclusion, which includes a summary and the limitations of this paper. And suggestions for the further study are provided in the last part.

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CLC: > Language, writing > Linguistics > Semantics,pragmatics,lexicology, meaning school > Semantics, pragmatics
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