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1、烟台大学 硕士学位论文 中文报刊广告中标记性语码转换现象研究 姓名：董茂第 申请学位级别：硕士 专业：外国语言学及应用语言学 指导教师：张廷国 20100401 ii ii 摘 要 摘 要 标记性语码转换作为社会语言学的一种语言现象，成为一种有效的语言策略或语 言手段用来表达广告商的社会心理动机。在书面语广告中，广告商竭力甄选最有效的 语言策略或语言手段来吸引广告读者的注意力，来推销其商品和理念，达到广告商与 广告读者之间的成功交际。 Carol Myers-Scotton(1993b)在 Social Motivations for Code-switching: Evidence from
2、 Africa 中阐述了标记模式理论，她认为语码选择也存在“无标记的” 与“有标记的” 区别。无标记语码转换指在规约化语境中作出符合社会规范或期望的语言选择，有标 记选择则与此对立。语码转换是一种理性行为，即语码转换中选择一种语码而不选其 他语码，是为了表达一定的社会心理动机。在书面语商业广告中，广告商频繁使用标 记性语码转换来实现其语用动机，然而，关于书面广告语中的标记性语码转换的研究 却鲜有涉及。标记性语码转换作为语言接触中的普遍现象，以及由此影响到的语言变 化已成为语言变异研究的重要课题。考虑到这一深远影响，对书面语广告中的标记性 语码转换现象的研究不仅有意义，而且很有必要。 本文以 M
3、yers-Scotton(1993b)的标记模式和 Sperber it is also a cultural communication phenomenon. This research will not only reveal the distribution patters of marked code-switching, their implied motivations, but also will benefit both the advertiser and the target audience for the advertising creation and unders
4、tanding as well. Key Words: Unmarked Code-switching; Marked Code-switching; Print Advertising; Markedness Model; Relevance Theory 烟台大学学位论文原创性声明和使用授权说明烟台大学学位论文原创性声明和使用授权说明 原创性声明原创性声明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工 作所取得的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体 已经发表或撰写过的作品或成果。对本文的研究做出重要贡献的个人和集体，均已 在文中以明确方式标
5、明。本声明的法律结果由本人承担。 论文作者签名： 日期： 年 月 日 学位论文使用授权说明学位论文使用授权说明 本人完全了解烟台大学关于收集、保存、使用学位论文的规定，即： 按照学校要求提交学位论文的印刷本和电子版本； 学校有权保存学位论文的印刷本和电子版，并提供目录检索与阅览服务； 学校可以采用影印、缩印、数字化或其它复制手段保存论文； 在不以赢利为目的的前提下，学校可以公布论文的部分或全部内容。 （保密论文在解密后遵守此规定） 论文作者签名： 导师签名： 日期： 年 月 vi vi Acknowledgements First and foremost, I would like to g
6、ive my deepest appreciation to my supervisor, Professor Zhang Tingguo. This thesis is the result of the inspiring and thoughtful guidance and supervision of my supervisor. Without his guidance and help, completion of this thesis would be totally impossible. There are no words to express my gratitude
7、! Thanks also go to all the professors in the school of Foreign Languages of Yantai University, Professor Chen Zhonghua, Professor Han Xiaoling, Professor Song Hongbo, Professor Bai Shijun, Associate Professor Zhou Guohui, Associate Professor Gong Weidong whose exciting and inspiring lectures has wi
8、dened my horizon. I also owe a particular debt of gratitude to my dear classmates, roommates and friends who have always encouraged me and give me much ideas and help. My sincere gratitude also goes to all the authors whose works have widened my horizon and give me much inspiration. A special gratit
9、ude will go to my beloved parents and sister, their selfless love and constant support have always been the source of my study and life. 烟 台 大 学 硕 士 学 位 论 文 烟 台 大 学 硕 士 学 位 论 文 1 Chapter One Introduction 1.1 Research Context In modern society, advertising is a prevalent social phenomenon. We are fre
10、quently exposed to advertisements from various sources, such as the broadcast advertising on TV, and the print advertising mainly appears in the newspaper and magazine. No matter what forms the advertisements take, advertising can be seen as a special social communication between advertisers who hav
11、e certain aims or motivations and potential target audience who have various social and cultural backgrounds. As is well-known, advertising is a vital tool or strategy for the advertisers to reach their goals, which is to persuade or influence the potential target audience to buy a particular produc
12、t or service to satisfy their own needs. As a special kind of social communication, the soul of print advertising is revealed by its language. Advertisers exert great effort on seeking suitable and effective linguistic strategies to attract the attention of the target audience. Therefore, various li
13、nguistic strategies are widely employed in all kinds of advertisements because of their special effects. Among the various linguistic devices, Marked code-switching, which is a socio-linguistic phenomenon, is an efficient linguistic strategy employed by the advertiser to attract the attention of the
14、 potential target audience when there is a communication between the two interlocutors. Nowadays, Chinese-English Marked code-switching appears frequently in the print advertising. English has been frequently seen embedded in the Chinese language in print advertising. Scholars are becoming more conc
15、erned with this phenomenon, and some of them are worried that this might be a threat to the purity of Chinese language. Hereby, the author is not going to discuss the purity of the language, for this has little to do with this thesis. Myers-Scotton (1993b, p.113) has tried to illustrate code-switchi
16、ng by proposing that speakers have unmarked and marked choices available to them when they speak from 烟 台 大 学 硕 士 学 位 论 文 烟 台 大 学 硕 士 学 位 论 文 2 sociolinguistics. Researchers have probed code-switching phenomenon from a vide range, however few researches have been done to explore the marked code-switching phenomenon in print advertising, so it is worthy much effort to make a research on marked code-switching in Chinese print advertising. My research topic is “A Research o
