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广告语篇中汉英语码转换的社会语用研究

作　者: 刘咪咪
导　师: 辛斌
学　校: 南京师范大学
专　业: 英语语言文学
关键词: 语码转换广告语篇主体语言框架模式顺应论
分类号: H030
类　型: 硕士论文
年　份: 2011年
下　载: 37次
引　用: 0次
阅　读: 论文下载

内容摘要

21世纪以来,随着全球化和现代化趋势的发展,不同国家在经济、政治和文化等方面的联系日益密切,各国之间的语言接触也日益频繁。语码转换是由语言接触所产生的一种现象。改革开放以来,汉英语码转换现象在中国的报刊杂志等大众媒体中成为越来越频繁出现的一种现象,也得到了许多语言学家的关注。本篇论文旨在从社会语用学的角度来分析广告语篇中的汉英语码转换现象。文中所分析的语料主要来自出现在中国内地广为大家所知的报刊杂志和电视上的广告,作者运用Myers-Scotton的主体语言框架模式和Verschueren的顺应性理论进行研究。通过分析,作者发现：首先,她对中文广告语篇中的汉英语码进行了分类,即插入式语码转换、交替式语码转换和双语式语码转换。而插入式语码转换可细化为语音插入、单词和词组插入、分句插入及语篇插入。此外,含有语码转换的广告语篇是由主体语和嵌入语构成,在中文的广告语篇中,中文是主体语言,而英语则是嵌入语言。其次,作者分析了广告主在广告语篇中采用汉英语码转换的原因,主要是为了实现对语言现实、社会制约和心理动机的顺应。对语言现实的顺应主要是对语言事实和语言特征的顺应,因为参与语码转换的语言在应用范围和语意内容上有区别。对于社会规约的顺应,主要是广告主对社会文化的顺应,因为广告主的广告语受到社会文化的制约,而又对社会文化产生影响。此外,对心理动机的顺应主要是通过满足顾客的心理需求,从而实现广告语篇中汉英语码转换的一些功能,例如增加异域味道的功能,制造幽默的功能,强调功能,解释功能和修饰功能等等。

全文目录

摘要  6-7
Abstract  7-9
Chapter One Introduction  9-13
  1.1 Motivations and significances of the thesis  9-11
    1.1.1 Motivations of the thesis  9-11
    1.1.2 Significances of the thesis  11
  1.2 Organization of this study  11-13
Chapter Two Literature Review  13-21
  2.1 Definitions of code-switching  13-14
  2.2 Code-switching and relevant terms  14-16
    2.2.1 Code-switching and code-mixing  14-15
    2.2.2 Code-switching and borrowing  15-16
    2.2.3 Code-switching and diglossia  16
  2.3 Types of code-switching  16-18
    2.3.1 Intra-sentential,inter-sentential and tag switching  17
    2.3.2 Situational code-switching and metaphorical code-switching  17
    2.3.3 Discourse-related code-switching and participant-related code-switching  17-18
    2.3.4 Alternation,insertion and congruent lexicalization  18
  2.4 Existing studies on code-switching at home and abroad  18-21
Chapter Three Theoretical Framework  21-26
  3.1 The matrix language frame model  21-23
    3.1.1 Definitions of MLF model and related terms  21-22
    3.1.2 Identification of ML  22
    3.1.3 Types of constituents in code-switching in MLF  22-23
  3.2 Verschueren's linguistic adaptation theory  23-26
    3.2.1 Language use and choice  23
    3.2.2 Variability, negotiability and adaptability of language  23-24
    3.2.3 Code-switching as realization of adaptation  24-26
Chapter Four Research Methodology  26-29
  4.1 Data collection and data-processing  26-27
  4.2 Data-analyzing method  27-29
Chapter Five Data Survey and Analysis  29-58
  5.1 Types of Chinese-English code-switching in advertising discourse  29-39
    5.1.1 Insertion  29-36
      5.1.1.1 Phonological insertion  30-31
      5.1.1.2 Lexical and phrasal insertion  31-34
      5.1.1.3 Clausal insertion  34-36
      5.1.1.4 Discourse insertion  36
    5.1.2 Alternative code-switching  36-38
    5.1.3 Diglossia in ads  38-39
  5.2 Motivations of code-switching in Chinese advertising discourse  39-58
    5.2.1 Chinese-English code-switching as adaptation to linguistic reality  39-46
      5.2.1.1 Adaptation to the linguistic facts of Chinese and English  40-43
      5.2.1.2 Adaptation to the linguistic features of Chinese and English  43-46
    5.2.2 Chinese-English code-switching as adaptation to social conventions  46-48
    5.2.3 Chinese-English code-switching as adaptation to psychological motivations  48-58
      5.2.3.1 Chinese-English code-switching as a foreign flavor gaining strategy  48-50
      5.2.3.2 Chinese-English code-switching as an emphasis strategy  50-51
      5.2.3.3 Chinese-English code-switching as a humor-creating strategy  51-52
      5.2.3.4 Chinese-English code-switching as an explanation strategy  52-53
      5.2.3.5 Chinese-English code-switching as a decoration strategy  53-54
      5.2.3.6 Chinese-English code-switching as a convenience strategy  54-55
      5.2.3.7 Chinese-English code-switching as an addressee-selection strategy  55-58
Chapter Six Conclusion  58-62
  6.1 Major findings  58-59
  6.2 Limitations of this study  59-60
  6.3 Suggestions for further research  60-62
Bibliography  62-68
Acknowledgements  68

广告语篇中汉英语码转换的社会语用研究

内容摘要

全文目录

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