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码转换是指在同一语篇中使用两种甚至更多的语言或语言变体的现象.语码转换现象正越来越多地出现在各种中文语篇,尤其是广告语篇中。随着全球化的发展,更多的语言也出现在了人们的日常生活中,因此,在广告中的语码转换现象也更容易的被人们所接受。本文试着分析语码转换的作用来说明语码转换在广告用语中的使用给广告增加了许多益处。
Transcoding refers to the phenomenon of using two or more variants of a language or language within the same discourse.Coding is increasingly appearing in a variety of Chinese discourses, especially in advertising discourse. With the development of globalization, more languages appear in people’s daily life. Therefore, the phenomenon of code switching in advertisements is also more easily accepted by people. This article attempts to analyze the role of code-switching to show that the use of code-switching in advertising language adds many benefits to advertising.