A Study on the Adaptability of Chinese-English Code-switching in Advertising Discourse
Journal Title: Saudi Journal of Humanities and Social Sciences - Year 2017, Vol 2, Issue 5
Abstract
Abstract: Code-switching (CS), as a phenomenon of language contact, has aroused great attention from various fields. Researchers do studies on code-switching from different perspectives like the sociolinguistic, grammatical, psycholinguistic perspectives and conversation analysis perspective, etc. This thesis based on Verschueren’s Adaptation Theory and Yu Guodong’s Adaption Model studies exact ads in order to summarize the reasons and features of English-Chinese code-switching. Through analysis, it can be found that CS as a pragmatic strategy in advertising discourse can provide microscopic view of language inner structure for the purpose of adaptation to linguistic reality, social rules and wishes of audience. Therefore, this adaption can help advertiser to better carry out publicity and code-switching can truly become an effective advertising strategy. Keywords: Advertising discourse, code-switching, adaptability, pragmatic strategy
Authors and Affiliations
Weixuan Shi, Xingying Du
Keywords
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