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Modern Linguistics 2022
顺应论视角下电商广告中汉英语码转换的研究
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Abstract:
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。
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.
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