%0 Journal Article
%T 顺应论视角下电商广告中汉英语码转换的研究<br>A Study of Chinese-English Code-Switching in the E-Commerce Advertisements from the Perspective of Theory of Adaption
%A 刘祯瑶
%J Modern Linguistics
%P 3094-3100
%@ 2330-1716
%D 2022
%I Hans Publishing
%R 10.12677/ML.2022.1012417
%X 随着经济全球化与网络技术的发展，英语越发普及，汉英语码转换现象愈发频繁地出现在人们的生活中，特别是在电商广告语篇中。在此背景下，本文以Verschueren的顺应性理论及于国栋提出的语码转换顺应模型为理论依据，以电商广告中的汉英语码转换内容为对象，运用定量分析统计各种类型语码转换的使用频率，并借助定性分析探究语篇中出现的语码转换类型及功能，以进一步完善顺应理论的应用范围和深度。<br />
With the development of economic globalization and internet, English is more widely used, so does Chinese-English code-switching in people’s life, especially in the discourse of e-commerce advertisements. In this context, theoretically based on Verschueren’s Theory of adaption and Yu Guodong’s adaptation model of code-switching and taking Chinese-English code-switching caused by various motives in e-commerce advertising as the research object, this paper uses quantitative analysis to count the frequency of its various types, and explores the types and functions of code-switching in discourse with the help of qualitative analysis to further improve the application scope and depth of the theory.
%K 语码转换，顺应论，电商广告<br>Code-Switching
%K Relevance Theory
%K E-Commerce Advertisements
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=59493