中文报刊广告中汉英语码转换现象研究

摘要

本研究以中文报刊广告为语料，以Muysken的分类标准及Myers-Scotton的标记模式为理论基础，从社会语言学角度研究广告语篇中汉英语码转换现象。旨在描述媒体语言中语码转换的类型及分布模式，探讨语码转换现象的动机。 通过分析研究，研究者发现：(1)从语言结构角度看，广告语篇中的汉英语码转换可分为插入式语码转换和轮换式语码转换。其中，插入式语码转换又可分为字母插入、单词和词组插入、分句插入及语篇插入。(2)从语言成分来看，短语在所有数据中比例最高，其次是单词，语篇所占比例则最少。从词性来看，名词及名词词组所占比例最高，形容词，介词等仅占小部分。(3)从语码转换的动机分析来看，根据迈氏标记模式，每个人都有一个先天内在机制-标记评估机制，它能使人们意识到哪些语码选择是有标记的还是无标记的。广告撰写人使用无标记的语码转换，可起到填补字词表达空缺、委婉礼貌、经济节约的作用；而使用有标记的语码则具有选择对象功能、幽默功能、解释功能、修饰功能及增强语言表达功能。 研究表明，语码转换现象在当今中国无法避免，是中国与世界接轨的产物，也是一种文化交汇现象。语码转换研究应该被用来为研究语言的发展变化提供佐证。

目录

文摘

英文文摘

前言

声明

Acknowledgement

Chapter 1 Introduction

1.1 Motivations of this study

1.2 Objectives of this study

1.3 Signifieanee of this study

1.4 Outline of this study

Chapter 2 Literature Review

2.1 Definitions of code-switching

2.2 Code-switching and relevant terns

2.2.1 Code-switching and code-mixing

2.2.2 Code-switching and borrowing

2.2.3 Code-switching and diglossia

2.3 Types of code-switching

2.3.1 Intersentential, intrasentential and tag code-switching

2.3.2 Situafional and metaphorical code-switching

2.3.3 Discourse and preference-related code-switching

2.3.4 Alternation, insertion and congruent lexicalization

2.4 Existing studies on code-switching at home and abroad

Chapter 3 Theoretical Framework

3.1 Types of code-switching based on Muysken's typology

3.2 Markedness model

3.2.1 Negotiation principle

3.2.2 Three maims

3.2.3 Rafionality

3.2.4 Summary of this chapter

Chapter 4 Research Methodology

4.1 Research methodology of this study

4.2 Data collection

4.3 Data-analyzing method

Chapter 5 Data Survey and Analysis

5.1 Types of Chinese-English code-switching in ads

5.1.1 Insertion

5.1.2 Alternational code-switching in ads

5.2 Statisticai analysis of distribution features

5.3 Motivations of code-switching in Chinese advertising

5.3.1 Code-switching itself as an unmarked choice (unmarked code-switching)

5.3.2 Code-switching itself as a marked choice (marked code-switching)

5.4 Summary of this chapter

Chapter 6 Conclusion

6.1 Findings of this study

6.2 Limitations of this study

6.3 Suggestions for further research

References

Appendix