中文广告语篇中的语码转换分析

摘要：广告与我们的生活工作息息相关，许多企业单位通过广告招聘人才、宣传企业的产品或形象，许多人才或顾客通过广告了解这些信息。广告语言不仅具有沟通企业和顾客或人才的桥梁作用，更起了一种催化作用。而现在的中文广告中的语言都有什么特征呢？什么样的广告更吸引人呢？本次写作以中文广告语篇为对象，通过对一些报刊杂志中的中文广告语篇进行调查研究，发现现在的中文广告语篇中普遍存在着中文夹杂其他语言的现象，这种现象被称为语码转换。
语码转换属于社会语言学的一个方向，国内外已有许多学者对语码转换现象进行分析研究，黄国文、叶秀兰、秦秀白等，以不同情景对话、文本语篇为对象。对语码转换的顺应性、语码转换的语用学意义、符号学意义上的语码转换翻译、语码转换的原因、功能、分类等都有一定研究。
本文从杭州地区发行量较大的几份报纸和杂志中选取存在中英语码转换现象的广告为研究对象，首先对其中的语码转换进行分类：商品英文名的直接引用、专有名词的简化、纯英语文本、新造词。同时对不同类型的报纸广告和杂志广告进行比较，发现它们在语码转换类型上的共同点和不同点。分析研究语码转换的类型、功能，不仅可以让我们认识语码转换的社会功能，而且可以学到说话的艺术和交流的技巧，从而提高自身的人际交流能力。
   
关键词：中文广告语篇；语码转换；语码转换的分类
An Analysis of Code-switching in Chinese Advertising Discourse

Abstract:  Advertising is closely related to our life and work, and now it plays an essential role in the society. Job-hunters run through the ads in order to earn their living; companies pay for some small or large space in the magazines and newspapers to launch a campaign of publicity for their products. Advertising language not only works well in the communication between enterprises and talents or clients, but catalyzes the action. But what are the traits of Chinese advertising discourse, what kind of ads are more attractive? This writing focuses on the Chinese advertising discourse, selecting some ads in newspapers and magazines to study and analyze. We can find the common language phenomenon that Chinese is mixed with another or more languages, which is called code-switching.
    Code-switching belongs to a branch of sociolinguistics, and many scholars home and abroad have studied about it. Huang Guowen, Ye Xiulan, and xiubai have written some books and papers about it. And they had deep study on the following aspects: code-switching from the adaptation theory, pragmatic study on code-switching, reasons, functions and classification of code-switching and so on. The objects of study are mostly conversations and texts: vivid objects with sound or pictures like TV ads, media reports, teaching in the class; silent objects like advertising discourse and news in the newspapers. 
   This thesis first gives the classification of code-switching from how those “embedded words” come from: direct quotation of English brand names, acronyms of specialized nouns, pure English text, and new created words. In order to gain the differences and similarities of ads in newspapers and magazines, a week’s ads in newspapers and an issue’s ads in magazines are collected to compare and study. And analysis of its classifications and functions not only makes us know more about the social functions of code-switching, but helps us learn the communication skills, thus improve our interpersonal capacity.    

Keywords: Chinese advertising discourse; code-switching; classification of code-switching

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