【作者】 陈玲；

【导师】 李健；

【作者基本信息】 北京林业大学 ， 外国语言学及应用语言学， 2013， 硕士

【摘要】 在以往对于语码转换的研究中,语用学与其他传统研究方法相比被认为是一个综合性研究视角。同时,前人对于网络广告研究的主要是从传播学的角度来进行的,对于网络广告语言中语码转换的关注相对较少。本研究将在顺应论以及语码转换的顺应性模式共同组成的理论框架下对中国网络广告中的英汉语码转换进行研究,丰富对于顺应论和网络广告语言的研究。本研究共采集到网络广告样本100条,主要是随机采集自国内的八个网站,包括四大门户网站以及四个知名电子商务网站。本研究对于收集到的样本进行了定性分析。研究结果表明,在中国网络广告中,顺应语言现实的英汉语码转换主要是由于网址这类在网络特殊背景下产生的因素没有对应中文说法而引起的；顺应社会规约的英汉语码转换主要是广告制作人为了规避禁忌语,以委婉手段传达内容而引起的：顺应心理动机的英汉语码转换主要是由于商家为引起顾客注意、追求语言简洁或树立某种权威身份等原因而引起的。本论文旨在探求中国网络广告中英汉语码转换的语用功能和语用动机,进一步加深对中国网络广告中英汉语码转换的理解,并对网络广告制作人该如何应用语码转换这-交际策略来实现交际目的给予启示。更多还原

【Abstract】 Among the previous researches on code-switching, pragmatics is believed to provide a comprehensive research perspective when compared with other traditional approaches. Moreover, previous studies on Internet advertisements are mainly conducted from the perspective of mass communication and less value has been put to the code-switching in the Internet advertisements. The main body of this thesis is devoted to the analysis of Chinese-English code-switching in the Chinese Internet advertisements through the framework of adaption theory and the adaptation model of code-switching. All the samples of100pieces of Internet advertisements were collected at random from eight domestic websites including four web portals and four e-commerce websites.This thesis conducts the qualitative analysis on the collected samples. The conclusion indicates that in Chinese Internet advertisements, the Chinese-English code-switching as adaptation to linguistic conventions is mainly attributed to the irreplaceability of URLs which come into being under the unique circumstances of Internet; the occurrence of Chinese-English code-switching as adaptation to the social conventions is due to the purpose of advertisers in avoiding taboos and conveying message in implicit expression; and the Chinese-English code-switching as adaptation to the psychological motivations is evoked mainly by the purpose of marketers in drawing attention, pursuing linguistic economy and establishing identity.The present study aims at exploring the pragmatic functions and motivations of Chinese-English code-switching in the Chinese Internet advertisements, furthering the understanding of code-switching in Chinese Internet banner advertisement and provide guidance to those who are engaged in the creation of the Internet advertisements on the communicative strategies when adopting code-switching in discourses so as to realize their communicative goals.更多还原