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A Study of Chinese-English Code-switching in Advertising Discourse

Author: HuangYuRong
Tutor: ZouJinPing
School: Northwestern Polytechnical University
Course: Foreign Linguistics and Applied Linguistics
Keywords: Code-switching Adaptation Theory Advertising Discourse Body language architecture model
CLC: H315
Type: Master's thesis
Year: 2005
Downloads: 607
Quote: 6
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Abstract


Language is a tool of human communication, it is accompanied by the generation of human society arising, and with the development of human society and development. In the 21st century, all nationalities, all countries in the political, economic and cultural ties closer than ever, a variety of languages ??are blended mix are also widespread. Mixed language code-switching is one of the phenomena that it frequently appears in multilingual and bilingual communities everyday communication. Since reform and opening, code-switching between English and Chinese popular in our country continue to Hong Kong, Macao, Taiwan and inland areas, even in the official newspapers, magazines and radio and television programs are also not uncommon. In recent years, China's advertising discourse are also emerging phenomenon of code switching between English and Chinese. Since the 1970s, many linguists from different angles on code-switching research, such as: sociology, psychology, conversation analysis and other aspects of research. However, these studies for the bilingual community, for the community as a monolingual English and Chinese mainland China appeared the phenomenon of code-switching, particularly in advertising discourse phenomena of this language to very little. Currently, only the Sun Yat-sen School of Foreign Languages ??Professor Huang Guowen research in this regard. Professor Huang from the perspective of discourse analysis in English and Chinese on the ad code switching phenomena studied. However, the authors found that, in addition to discourse analysis methods, but also from the perspective of pragmatics analysis of this linguistic phenomenon. In this paper, past research scholars code-switching based on the theory, the first choice Mvers-Scotton body language architecture patterns appear on the advertising discourse code switching were classified and studied, and then mainly used Verschueren in 1999 published \pragmatics understand the \Through analysis and research, the authors found that: (1) From the perspective of language structure, Chinese media advertising discourse in English and Chinese code conversion can be divided into plug-in code-switching, rotation style code-switching and bilingual-style code-switching. Among them, the plug-in code-switching can be divided into voice sexual penetration, sexual penetration words and phrases, and clauses inserted into the discourse of sexual penetration. Meanwhile, the study found that contain code switching advertising discourse is based on language and embedded language composition. Base language is Chinese, it determines the structure of the Wu article. Embedded language is English. (2) From the perspective of the language used, advertisers used in advertising discourse code switching between English and Chinese, mainly in order to realize the reality of language, social and psychological motivations conform to the Statute. King of the language to conform to the reality of the language exist including advertisers and language features adaptation, because the language in code-switching in the application scope and content of a semantic distinction. Statute conform to society, mainly advertisers on the social and cultural adapt. Summary advertisers live in society and cultural environment, so their slogan will be socio-cultural constraints and impact. Because for their social and cultural divergence will cause some economic consequences. Advertisers using code-switching is another important reason to follow the psychological motivations. Through this adaptation, the English and Chinese Advertising Discourse code conversion can be achieved to increase the exotic flavor of features distinguish function, emphasizing function, explaining function to maintain the authenticity of the information function, convenience features, retouch function, to achieve AIDA principle functions . Keywords: code-switching; Adaptation Theory; advertising discourse; body language architecture model

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CLC: > Language, writing > FOREIGN > English > Writing,rhetoric
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