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随着全球化进程的加快和我国民众外语水平的提高,广告语篇中汉英语码转换现象呈现出越来越频繁的趋势。在语码转换前人研究的基础上,广告语篇中汉英语码转换的社会心理动机研究从实现“AIDA”原则、实现辨别功能、增强洋化效果和填补词汇空缺功能等四个方面进行了初步探讨,力求有所创新。分析结果表明,在广告语篇中使用汉英语码转换是一种有效的广告策略。
With the acceleration of globalization and improvement of foreign language proficiency in our country, the phenomenon of Chinese-English code conversion in advertising discourse shows an increasingly frequent trend. On the basis of previous researches on code-switching, the research on the social-psychological motivation of Chinese-English code conversion in advertising discourse has been carried out in four aspects: realizing the principle of “AIDA”, realizing the distinguishing function, enhancing the effect of foreignization and filling the function of the word gap Conducted a preliminary discussion, and strive to be innovative. The analysis shows that the use of Chinese-English code conversion in advertising discourse is an effective advertising strategy.