中国网络广告中英汉语码转换的顺应性研究
|
摘要
在以往对于语码转换的研究中,语用学与其他传统研究方法相比被认为是一个综合性研究视角。同时,前人对于网络广告研究的主要是从传播学的角度来进行的,对于网络广告语言中语码转换的关注相对较少。本研究将在顺应论以及语码转换的顺应性模式共同组成的理论框架下对中国网络广告中的英汉语码转换进行研究,丰富对于顺应论和网络广告语言的研究。本研究共采集到网络广告样本100条,主要是随机采集自国内的八个网站,包括四大门户网站以及四个知名电子商务网站。
本研究对于收集到的样本进行了定性分析。研究结果表明,在中国网络广告中,顺应语言现实的英汉语码转换主要是由于网址这类在网络特殊背景下产生的因素没有对应中文说法而引起的；顺应社会规约的英汉语码转换主要是广告制作人为了规避禁忌语,以委婉手段传达内容而引起的：顺应心理动机的英汉语码转换主要是由于商家为引起顾客注意、追求语言简洁或树立某种权威身份等原因而引起的。
本论文旨在探求中国网络广告中英汉语码转换的语用功能和语用动机,进一步加深对中国网络广告中英汉语码转换的理解,并对网络广告制作人该如何应用语码转换这-交际策略来实现交际目的给予启示。
Among the previous researches on code-switching, pragmatics is believed to provide a comprehensive research perspective when compared with other traditional approaches. Moreover, previous studies on Internet advertisements are mainly conducted from the perspective of mass communication and less value has been put to the code-switching in the Internet advertisements. The main body of this thesis is devoted to the analysis of Chinese-English code-switching in the Chinese Internet advertisements through the framework of adaption theory and the adaptation model of code-switching. All the samples of100pieces of Internet advertisements were collected at random from eight domestic websites including four web portals and four e-commerce websites.
This thesis conducts the qualitative analysis on the collected samples. The conclusion indicates that in Chinese Internet advertisements, the Chinese-English code-switching as adaptation to linguistic conventions is mainly attributed to the irreplaceability of URLs which come into being under the unique circumstances of Internet; the occurrence of Chinese-English code-switching as adaptation to the social conventions is due to the purpose of advertisers in avoiding taboos and conveying message in implicit expression; and the Chinese-English code-switching as adaptation to the psychological motivations is evoked mainly by the purpose of marketers in drawing attention, pursuing linguistic economy and establishing identity.
The present study aims at exploring the pragmatic functions and motivations of Chinese-English code-switching in the Chinese Internet advertisements, furthering the understanding of code-switching in Chinese Internet banner advertisement and provide guidance to those who are engaged in the creation of the Internet advertisements on the communicative strategies when adopting code-switching in discourses so as to realize their communicative goals.
本研究对于收集到的样本进行了定性分析。研究结果表明,在中国网络广告中,顺应语言现实的英汉语码转换主要是由于网址这类在网络特殊背景下产生的因素没有对应中文说法而引起的；顺应社会规约的英汉语码转换主要是广告制作人为了规避禁忌语,以委婉手段传达内容而引起的：顺应心理动机的英汉语码转换主要是由于商家为引起顾客注意、追求语言简洁或树立某种权威身份等原因而引起的。
本论文旨在探求中国网络广告中英汉语码转换的语用功能和语用动机,进一步加深对中国网络广告中英汉语码转换的理解,并对网络广告制作人该如何应用语码转换这-交际策略来实现交际目的给予启示。
Among the previous researches on code-switching, pragmatics is believed to provide a comprehensive research perspective when compared with other traditional approaches. Moreover, previous studies on Internet advertisements are mainly conducted from the perspective of mass communication and less value has been put to the code-switching in the Internet advertisements. The main body of this thesis is devoted to the analysis of Chinese-English code-switching in the Chinese Internet advertisements through the framework of adaption theory and the adaptation model of code-switching. All the samples of100pieces of Internet advertisements were collected at random from eight domestic websites including four web portals and four e-commerce websites.
This thesis conducts the qualitative analysis on the collected samples. The conclusion indicates that in Chinese Internet advertisements, the Chinese-English code-switching as adaptation to linguistic conventions is mainly attributed to the irreplaceability of URLs which come into being under the unique circumstances of Internet; the occurrence of Chinese-English code-switching as adaptation to the social conventions is due to the purpose of advertisers in avoiding taboos and conveying message in implicit expression; and the Chinese-English code-switching as adaptation to the psychological motivations is evoked mainly by the purpose of marketers in drawing attention, pursuing linguistic economy and establishing identity.
The present study aims at exploring the pragmatic functions and motivations of Chinese-English code-switching in the Chinese Internet advertisements, furthering the understanding of code-switching in Chinese Internet banner advertisement and provide guidance to those who are engaged in the creation of the Internet advertisements on the communicative strategies when adopting code-switching in discourses so as to realize their communicative goals.
引文
[1]Armstrong, G.& Kotler, P. Principles of Marketing [M]. New Jersey. Englewood Cliffs,1994:55.
[2]Anonymous. DCCI:90% of the Domestic Internet Users Aged 19 Years and above Are Users of Microblog. http://www.199it.com/archives/59294.html.Retrieved 20 Apr.2013.
[3]Anonymous. CNNIC:Statistics Report for the 30th Chinese Internet Development:access Mode and the Structure of Internet Users, http://www.199it.com/archives/57682.html.Retrieved 20 Apr. 2013.
[4]Anonymous. iResearch:Market Scale of Internet Advertisements has Reached 75.31 billion yuan in 2012. http://www.iresearch.com.cn/View/191956.html. Retrieved 20 Apr.2013.
[5]Appeal, R.& Mysken, P. Language Contact and Bilingualism [M]. London:Arnold,1987:89.
[6]Auer, P. Bilingual Conversation [M]. Amsterdam:John Benjamins,1984:34-35.
[7]Auer, P. Introduction:Bilingual Conversation Revisited [A]. In Auer, P. (eds.) Code-switching in Conversation:Language Interaction and Identity[C]. London and New York:Routledge, 1998:103-105.
[8]Backus, Ad. Two in One:Bilingual Speech of Turkish Immigrants in the Netherland [A]. In Pfsff, C. (eds.) Contacts and Conflicts:Perspectives from Code-switching Research[C]. New York: Academic Press,1997:88.
[9]Baker, G. Social Functions of Language in a Mexican-American Community [M]. Lund:Acta Americana,1947:93-94.
[10]Bhatia, K. Discourse Functions and Pragmatic Mixing:Advertising across Culture [J]. World Englishes,1992,11:195-215.
[11]Blom, J. P.& Gumperz, J.J. Social Meaning in Linguistic Structures:Code Switching in Northern Norway [A]. In Gumperz, J.J. and Hymes, D. (ed.) Directions in Sociolinguistics:The Ethnography of Communication[C]. New York:Holt, Rinehart, and Winston,1972:407-434.
[12]Bovee, C. L.& W.F. Arens. Advertising Excellence [M]. New York:McGraw-Hill, Inc.,1989:89.
[13]Bovee, C. L.& W.F. Arens. Contemporary Advertising [M]. Boston:Richard D. Irwin, Inc., 1992:32.
[14]Clyne, M. Perspective on Language Contact:Based on a Study of German in Australia [M]. Melbourne:the Hawthorn Press,1972:103-104.
[15]Clyne, M. Community Languages:the Australian Experience [M]. Cambridge:Cambridge University Press,1991:87-89.
[16]Di Sciullo, A. M. Muysken, P.& Singh, R. Government and Code-mixing [J]. Journal of Linguistics,1986,22:6-7.
[17]Gal, S. The Political Economy of Code Choice in Heller [J]. Code-switching:Anthropological and Sociolinguistic Perspectives, Berlin:Monton de Gruyter,1988,3:245-264.
[18]Geis, M. L. The Language of Television Advertising [M]. New York:Academic Press,1982:55.
[19]Giles, H.& Smith, P. Accommodation Theory [A]. In Giles, H.& Clair R. St. (ed.) Language and Social Psychology[C]. Oxford:Blackwell,1979:45-65.
[20]Gumperz, J. J. Discourse Strategies [M]. Cambridge:Cambridge University Press,1982:83.
[21]Hamers, J. F.& Blanc, M. A. H, Binlinguiality and Bilingualism [M], Cambridge:Cambridge University Press,1989:98.
[22]Haugen, E. I. Bilingualism in the Americas:A Bibliography and Research Guide [M]. Alabama: University of Alabama Press,1956:34-35.
[23]Higgins, D. The Art of Writing Advertising:Conversations with Masters of the Craft [M]. Advertising Publications, Inc.,1986:92.
[24]Hoffman, C. An Introduction to Bilingualism [M]. London:Longman Group UK Ltd.,1991:32.
[25]Hudson, R. A. Sociolinguistics [M]. Beijing:Foreign Language Teaching and Research Press, 2000:63-64.
[26]Jacobson, R. The Social Implications of Intra-sentential Code-switching [J].In Amastae Jon & Ellias-Olivares Lucia (ed.).Spanish in the United States:Sociolinguistic Aspect. Cambridge: Cambridge University Press,1977,5:189-213.
[27]Kamwangamalu, N. M. "Mixers" and "Mixing":English across Cultures [J]. World Englishes, 1992,2(3):173-181.
[28]Kaplan, R.B. Cultural thought Patterns in Inter-cultural Education [J]. Language Learning,1966, 16:1-20.
[29]Lee, M.& Johnson, C. Principles of Advertising:a Global Perspective [M]. New York:Haworth Press,1999:56-60.
[30]Leech, G. N. English in Advertising [M]. London:Longman,1966:37.
[31]Li, D.C. Issues in Bilingualism:A Hong Kong Case Study [M]. New York & Washington:Peter Lang,1996:88.
[32]Li, Wei. The 'Why' and 'How' Questions in the Analysis of Conversational Code-switching [J]. In Auer, P. (eds.) Code-switching in Conversation:Language. Interaction and Identity. London & New Youk:Routledge,1999,15:76-156.
[33]Longman, P. Longman Dictionary of Contemporary English [M]. Beijing:Foreign Language Teaching and Research Press,2004:28.
[34]Luke, K. K. Expedient and Oriental Language Mixing in Hong Kong [J]. York Papers in Linguistics,1984,11:191-201.
[35]Luke, K.K. Why Two Languages Might be Better than One:Motivations of Language Mixing in Hong Kong [J]. Language in Hong Kong at Century's End,1997,12:145-159.
[36]Martinet, A. Elements of General Linguistics [M]. trans. E. Palmer. London:Faber and Faber, 1960:24.
[37]Martinet, A. A Functional View of Language [M]. Oxford:Clarendon Press,1962:95-96.
[38]Muysken, P. Code-switching and Grammatical Theory [J]. In Milroy L.& Muysken P. (ed.) One Speaker, Two Languages:Cross-disciplinary Perspectives on Code switching. Cambridge: Cambridge University Press,1995,13:177-197.
[39]Myers-Scotton, C. Social Motivations for Code-switching:Evidence from Africa [M]. Oxford: Clarendo Press,1993:67.
[40]Myers-Scotton, C. A. Theoretical Introduction to the Markedness Model [J]. In Myers-Scotton (eds.) Codes and Consequences:Choosing Linguistic Varieties. New York:Oxford University Press,1998,12:18-40.
[41]Myers-Scotton, C. Structural Uniformities VS. Community Differences in Code-switching [J]. In Jacobson R. (eds.) Code-switching World. (Trends in Linguistics:Studies and Monographs 106). Berlin, New York:Mouton de Gruyter,1998,10:47-104.
[42]Poplack, S. Sometimes I'll Start a Sentence in Spanish By Y Terminol Espanol:Toward a Typology of Code-switching [J]. Linguistics,1980,8:230-263.
[43]Poplack, S., Wheeler, S.& Westwood, A. Distinguishing Language Contact Phenomena:Evidence from Finnish-English Bilingualism [J]. World Englishes,1989,3:389-406.
[44]Poplack, S. Variation Theory and Language Contact:Concepts, Methods and Data [J]. In Papers from the Workshop on Concepts, Methods and Data,33-65. Strasbourg:European Science Foundation,1990,13:251-286.
[45]Poplack, S. Contrasting Patterns of Code-switching in Two Communities [J]. In Trudgill, P.& Cheshire, J. (ed.) The Sociolinguistic Reader. New York:St Martin's Press, Inc.,1998,48:215.
[46]Psathas, G. Conversation Analysis:the Study of Talk-in-interaction [A].Thousand Oaks, London and New Delhi:Sage Publications,1995:48-49.
[47]Romaine, S. Bilingualism [M]. Oxford:Basil Blackwell,1989:36-37.
[48]Sankoff, D.& Poplack, S. A Formal Grammar for Code-Switching [J]. In Boreal Scholarly (eds.) Research on Language & Social Interaction,1981,14(1):3-45.
[49]Schumann, D.W.& Esther Thorson. Advertising and the World Wide Web [M]. New Jersey: Lawrence Erlbaum Associates Publishers Mahwah,1999:27.
[50]Shimp, T. A. Advertising Promotion:Supplemental Aspects of Interpreted Marketing Communication [M].United States:Harcourt, Inc.,2000:68.
[51]Tay, M. Code-switching and Code-mixing as a Communicative Strategy in Multilingual Discourse [J]. World Englishes,1989,8 (3):407-417.
[52]Treffers-Daller, J. Towards a Uniform Approach to Code-switching and Borrowing [A] In Papers for workshop on constraints, conditions and models[C]. Strasbourg:European Science Foundation, 1991:257-279.
[53]Ulanoff, S. M. Advertising in America [M]. New York:Hastings House,1997:135-136.
[54]Verschueren, J. Pragmatics as a Theory of Linguistic Adaptation [M]. Antwerp:International Pragmatics Association,1987:59.
[55]Verschueren, J. A Pragmatic Model for the Dynamics of Communication [J]. In A. Kasper (eds.), Pragmatics:Critics Concepts. London and New York:Routledge,1998,15:139-148.
[56]Verschueren, J. Understanding Pragmatics [M]. Beijing:Foreign Teaching and Research Press.2000:89-90.
[57]Vestergard, T.& K. Schroder. The Language of Advertising [M]. New York:Basil Blackwell Inc., 1985:98.
[58]Vogt, H. Language Contacts [J]. Word,1954,2(3):365-374.
[59]Vurro, M. Critical Evaluation of Internet Advertising [M]. GRIN Verlag,2010:85.
[60]Wardhaugh, R. An Introduction to Sociolinguistics [M]. Third edition. Beijing:Foreign Language Teaching and Research Press,2004:97-98.
[61]Weinreich, U. Language in Contact [M]. The Hague:Mouton,1953:33-34.
[62]Woolford, E. Bilingual Code-switching and Syntactic Theory [J]. Linguistic Inquiry.1983,14 (3):520-536.
[63]Zeff, R.& Aronson, B. Advertising on the Internet [M]. New York:John Wiley & Sons, Inc., 1999:58-60.
[64]陈绚.再谈网络广告的前景[J].《国际新闻界》,2000,6：152-153.
[65]陈小桃,宋顺清.网络广告语言初探[J].《华南热带农业大学学报》,2004,1：156-157.
[66]程裕祯.中国文化要略[M].北京：外语教学与研究山版社,1998：56-57.
[67]董莉.英语文体学理论与实践[M].北京：电子工业出版社,2005：35.
[68]冯双影.网络视频广告的有效传播研究[D].大连：大连理工大学,2009.
[69]冯蔚宁.网络广告语言的语法与语用特征[J].《河南科技大学学报(社会科学版)》,2010,6：45-47.
[70]郭东.网络广告的形式和特点分析[J].《企业经济》,2005,8：48-49.
[71]高丽莉.我国网络广告现状和发展趋势研究[J]. 《中国报业》,2011,16：81-82.
[72]盖莲香.广告语的语码转换与跨文化传播——解析法国品牌在中国的本土化传播策略[J].《现代传播(中国传媒大学学报)》,2011,5：138-139.
[73]桂诗春.应用语言学[M].湖南：湖南教育出版社,1987：87-88.
[74]郭艳.网络广告投放效果影响因素研究[J].《大众商务》,2009,10：91-92.
[75]郭颖.网络广告品牌形象传播效果的探讨[J].《新闻界》,2010,4：121-122.
[76]郭泽德.中国网络广告发展历程研究[D].兰州:兰州大学,2009.
f77]黄国文.方式原则与粤—英语语码转换[J].《现代外语》,1995,3：3-8.
[78]黄国文.语篇分析的理论与实践[M].上海：上海外语教育出版社,2001：68.
[79]黄迎新,谢丹.论我国网络广告的现状、前景及发展对策[J].《新闻大学》,2006,2：45-46.
[80]何自然,谢朝群,陈新仁.语用三论：关联论·顺应论·模因论[M].上海：上海教育出版社,2007：65-70.
[81]何自然,于国栋.语码转换的类型研究述评[J].《现代外语》,2001,1：85-95.
[82]何自然,于国栋.语用学的理解——Verschuerenl的新作评介[J].《外国语》,1999,4：428-435.
[83]侯维瑞.英语语言变体[M].上海：上海外语教育出版社,1998：58-59.
[84]靳子亭.网络广告何以会超越报纸广告——以博客传播视角为例[J].《新闻爱好者》,2012,2：76-77.
[85]李兵.论网络广告的特点与形式[J].《商业研究》,2002,1：32-33.
[86]李丽.汉语网络条幅广告语言特点及其概念整合分析[D].北京：北京林业大学,2011.
[87]李丽娜.网络广告中的人际传播研究[J].《新闻界》,2013,3：87-90.
[88]罗鸣.网络语言特征分析[J].《湖南农机》,2011,5：31-32.
[89]吕英莉.论网络广告英语的词汇特征[D].北京：北京林业大学,2007.
[90]李中行.广告英语[M].长沙：湖南教育出版社,1986：23-25.
[91]刘占芳,家庭语码转换的顺应性研究[D].山西：山西大学,2006.
[92]马艳.我国网络广告市场现状及发展趋势[J]. 《今传媒》,2009,2：13-15.
[93]戚云芳.广告与广告英语[M].杭州：浙江大学出版社,2003：103-105.
[94]钱冠连.论维索尔伦的元语用选择[J].《外国语》,1990,4：23-28.
[95]屈阳.研究生课堂语码转换顺应性研究[D].河北：河北师范大学,2007.
[96]阮丽华.网络广告及其影响研究[D].武汉：华中科技大学,2005.
[97]孙晓玲.网络广告及其语用研究[J].《和田师范专科学校学报》,2009,5：85-87.
[98]苏月.我们需要什么样的网络广告?——试论企业网站的广告传播效果[J].《新闻界》,2005,5：32 34.
[99]沈颖.广告英语语篇中的意义构建与概念合成[D].南京：南京师范大学,2007.
[100]佟周.把脉网络广告——如何提高网络广告传播效果[J].《互联网天地》,2007,8：56-57.
[101]王娅.电影剧本中语码转换的顺应性研究—以新加坡电影《小孩不笨》为例[D].成都：西南交通大学,2010.
[102]王燕希.广告英语一本通[M].北京：对外经济贸易大学出版社,2004：55.
[103]王莹莹.模因视角下的汉语网络广告语研究[D].山西：山西财经大学,2010.
[104]工佐良.丁往道.英语文体学引论[M].北京：外语教学与研究出版社,1987：43-44.
[105]徐有志.英语文体学教程[M].北京：高等教育出版社,2005：38.
[106]徐志敏.广告语篇构建与认知过程[J]. 《安徽工业大学学报(社会科学 版)》,2007,5：35-38.
[107]杨永和.广告语言中的语吗混用研究[J].《中国外语》,2008(3)：36-38.
[108]叶长彬.时尚还是崇洋一解读房产广告语码转换的成因与功能[J].《大众文艺》,2011,12：155-156.
[109]叶秀兰,秦秀白.广州地区报刊广告的汉,英语码转换及其成因[J].《华南理工大学学报》,2004,3：60-65.
[110]于国栋.语码转换的语用学研究[J].《外国语》,2000,6：22-27.
[111]于国栋.语码转换研究的顺应性模式[J].《当代语言学》,2004,1：77-87.
[112]于根元：应用语言学概论[M].北京：商务印书馆,2003：58.
[113]周德艳.透视英语广告语篇中的隐喻[J].《乐山师范学院学报》,2010,3：19-21.
[114]赵静.广告英语[M].北京：外语教学与研究出版社,1992：99.
[115]周建民,余亚华.网络广告的特殊书面形式和语言运用特点[J].《汉江大学学报(人文科学版)》,2006,6：57-58.
[116]张晓辉,郭慧敏.网络广告中语码转换的语用分析[J].《和田师范专科学校学报》,2010,4：132-134.
[117]周晓莉.中国当代微博广告研究[D].山东：山东大学,2012.
[118]张晓娜.基于网络受众的网络广告策略研究[D].山东：山东大学,2009.
[119]周象贤,孙鹏志.网络广告的心理传播效果及其理论探讨[J].《心理科学进展》,2010,5：21-22.
[120]赵一农.语码转换[M].上海：上海外语教育山版社,2012：40.
[2]Anonymous. DCCI:90% of the Domestic Internet Users Aged 19 Years and above Are Users of Microblog. http://www.199it.com/archives/59294.html.Retrieved 20 Apr.2013.
[3]Anonymous. CNNIC:Statistics Report for the 30th Chinese Internet Development:access Mode and the Structure of Internet Users, http://www.199it.com/archives/57682.html.Retrieved 20 Apr. 2013.
[4]Anonymous. iResearch:Market Scale of Internet Advertisements has Reached 75.31 billion yuan in 2012. http://www.iresearch.com.cn/View/191956.html. Retrieved 20 Apr.2013.
[5]Appeal, R.& Mysken, P. Language Contact and Bilingualism [M]. London:Arnold,1987:89.
[6]Auer, P. Bilingual Conversation [M]. Amsterdam:John Benjamins,1984:34-35.
[7]Auer, P. Introduction:Bilingual Conversation Revisited [A]. In Auer, P. (eds.) Code-switching in Conversation:Language Interaction and Identity[C]. London and New York:Routledge, 1998:103-105.
[8]Backus, Ad. Two in One:Bilingual Speech of Turkish Immigrants in the Netherland [A]. In Pfsff, C. (eds.) Contacts and Conflicts:Perspectives from Code-switching Research[C]. New York: Academic Press,1997:88.
[9]Baker, G. Social Functions of Language in a Mexican-American Community [M]. Lund:Acta Americana,1947:93-94.
[10]Bhatia, K. Discourse Functions and Pragmatic Mixing:Advertising across Culture [J]. World Englishes,1992,11:195-215.
[11]Blom, J. P.& Gumperz, J.J. Social Meaning in Linguistic Structures:Code Switching in Northern Norway [A]. In Gumperz, J.J. and Hymes, D. (ed.) Directions in Sociolinguistics:The Ethnography of Communication[C]. New York:Holt, Rinehart, and Winston,1972:407-434.
[12]Bovee, C. L.& W.F. Arens. Advertising Excellence [M]. New York:McGraw-Hill, Inc.,1989:89.
[13]Bovee, C. L.& W.F. Arens. Contemporary Advertising [M]. Boston:Richard D. Irwin, Inc., 1992:32.
[14]Clyne, M. Perspective on Language Contact:Based on a Study of German in Australia [M]. Melbourne:the Hawthorn Press,1972:103-104.
[15]Clyne, M. Community Languages:the Australian Experience [M]. Cambridge:Cambridge University Press,1991:87-89.
[16]Di Sciullo, A. M. Muysken, P.& Singh, R. Government and Code-mixing [J]. Journal of Linguistics,1986,22:6-7.
[17]Gal, S. The Political Economy of Code Choice in Heller [J]. Code-switching:Anthropological and Sociolinguistic Perspectives, Berlin:Monton de Gruyter,1988,3:245-264.
[18]Geis, M. L. The Language of Television Advertising [M]. New York:Academic Press,1982:55.
[19]Giles, H.& Smith, P. Accommodation Theory [A]. In Giles, H.& Clair R. St. (ed.) Language and Social Psychology[C]. Oxford:Blackwell,1979:45-65.
[20]Gumperz, J. J. Discourse Strategies [M]. Cambridge:Cambridge University Press,1982:83.
[21]Hamers, J. F.& Blanc, M. A. H, Binlinguiality and Bilingualism [M], Cambridge:Cambridge University Press,1989:98.
[22]Haugen, E. I. Bilingualism in the Americas:A Bibliography and Research Guide [M]. Alabama: University of Alabama Press,1956:34-35.
[23]Higgins, D. The Art of Writing Advertising:Conversations with Masters of the Craft [M]. Advertising Publications, Inc.,1986:92.
[24]Hoffman, C. An Introduction to Bilingualism [M]. London:Longman Group UK Ltd.,1991:32.
[25]Hudson, R. A. Sociolinguistics [M]. Beijing:Foreign Language Teaching and Research Press, 2000:63-64.
[26]Jacobson, R. The Social Implications of Intra-sentential Code-switching [J].In Amastae Jon & Ellias-Olivares Lucia (ed.).Spanish in the United States:Sociolinguistic Aspect. Cambridge: Cambridge University Press,1977,5:189-213.
[27]Kamwangamalu, N. M. "Mixers" and "Mixing":English across Cultures [J]. World Englishes, 1992,2(3):173-181.
[28]Kaplan, R.B. Cultural thought Patterns in Inter-cultural Education [J]. Language Learning,1966, 16:1-20.
[29]Lee, M.& Johnson, C. Principles of Advertising:a Global Perspective [M]. New York:Haworth Press,1999:56-60.
[30]Leech, G. N. English in Advertising [M]. London:Longman,1966:37.
[31]Li, D.C. Issues in Bilingualism:A Hong Kong Case Study [M]. New York & Washington:Peter Lang,1996:88.
[32]Li, Wei. The 'Why' and 'How' Questions in the Analysis of Conversational Code-switching [J]. In Auer, P. (eds.) Code-switching in Conversation:Language. Interaction and Identity. London & New Youk:Routledge,1999,15:76-156.
[33]Longman, P. Longman Dictionary of Contemporary English [M]. Beijing:Foreign Language Teaching and Research Press,2004:28.
[34]Luke, K. K. Expedient and Oriental Language Mixing in Hong Kong [J]. York Papers in Linguistics,1984,11:191-201.
[35]Luke, K.K. Why Two Languages Might be Better than One:Motivations of Language Mixing in Hong Kong [J]. Language in Hong Kong at Century's End,1997,12:145-159.
[36]Martinet, A. Elements of General Linguistics [M]. trans. E. Palmer. London:Faber and Faber, 1960:24.
[37]Martinet, A. A Functional View of Language [M]. Oxford:Clarendon Press,1962:95-96.
[38]Muysken, P. Code-switching and Grammatical Theory [J]. In Milroy L.& Muysken P. (ed.) One Speaker, Two Languages:Cross-disciplinary Perspectives on Code switching. Cambridge: Cambridge University Press,1995,13:177-197.
[39]Myers-Scotton, C. Social Motivations for Code-switching:Evidence from Africa [M]. Oxford: Clarendo Press,1993:67.
[40]Myers-Scotton, C. A. Theoretical Introduction to the Markedness Model [J]. In Myers-Scotton (eds.) Codes and Consequences:Choosing Linguistic Varieties. New York:Oxford University Press,1998,12:18-40.
[41]Myers-Scotton, C. Structural Uniformities VS. Community Differences in Code-switching [J]. In Jacobson R. (eds.) Code-switching World. (Trends in Linguistics:Studies and Monographs 106). Berlin, New York:Mouton de Gruyter,1998,10:47-104.
[42]Poplack, S. Sometimes I'll Start a Sentence in Spanish By Y Terminol Espanol:Toward a Typology of Code-switching [J]. Linguistics,1980,8:230-263.
[43]Poplack, S., Wheeler, S.& Westwood, A. Distinguishing Language Contact Phenomena:Evidence from Finnish-English Bilingualism [J]. World Englishes,1989,3:389-406.
[44]Poplack, S. Variation Theory and Language Contact:Concepts, Methods and Data [J]. In Papers from the Workshop on Concepts, Methods and Data,33-65. Strasbourg:European Science Foundation,1990,13:251-286.
[45]Poplack, S. Contrasting Patterns of Code-switching in Two Communities [J]. In Trudgill, P.& Cheshire, J. (ed.) The Sociolinguistic Reader. New York:St Martin's Press, Inc.,1998,48:215.
[46]Psathas, G. Conversation Analysis:the Study of Talk-in-interaction [A].Thousand Oaks, London and New Delhi:Sage Publications,1995:48-49.
[47]Romaine, S. Bilingualism [M]. Oxford:Basil Blackwell,1989:36-37.
[48]Sankoff, D.& Poplack, S. A Formal Grammar for Code-Switching [J]. In Boreal Scholarly (eds.) Research on Language & Social Interaction,1981,14(1):3-45.
[49]Schumann, D.W.& Esther Thorson. Advertising and the World Wide Web [M]. New Jersey: Lawrence Erlbaum Associates Publishers Mahwah,1999:27.
[50]Shimp, T. A. Advertising Promotion:Supplemental Aspects of Interpreted Marketing Communication [M].United States:Harcourt, Inc.,2000:68.
[51]Tay, M. Code-switching and Code-mixing as a Communicative Strategy in Multilingual Discourse [J]. World Englishes,1989,8 (3):407-417.
[52]Treffers-Daller, J. Towards a Uniform Approach to Code-switching and Borrowing [A] In Papers for workshop on constraints, conditions and models[C]. Strasbourg:European Science Foundation, 1991:257-279.
[53]Ulanoff, S. M. Advertising in America [M]. New York:Hastings House,1997:135-136.
[54]Verschueren, J. Pragmatics as a Theory of Linguistic Adaptation [M]. Antwerp:International Pragmatics Association,1987:59.
[55]Verschueren, J. A Pragmatic Model for the Dynamics of Communication [J]. In A. Kasper (eds.), Pragmatics:Critics Concepts. London and New York:Routledge,1998,15:139-148.
[56]Verschueren, J. Understanding Pragmatics [M]. Beijing:Foreign Teaching and Research Press.2000:89-90.
[57]Vestergard, T.& K. Schroder. The Language of Advertising [M]. New York:Basil Blackwell Inc., 1985:98.
[58]Vogt, H. Language Contacts [J]. Word,1954,2(3):365-374.
[59]Vurro, M. Critical Evaluation of Internet Advertising [M]. GRIN Verlag,2010:85.
[60]Wardhaugh, R. An Introduction to Sociolinguistics [M]. Third edition. Beijing:Foreign Language Teaching and Research Press,2004:97-98.
[61]Weinreich, U. Language in Contact [M]. The Hague:Mouton,1953:33-34.
[62]Woolford, E. Bilingual Code-switching and Syntactic Theory [J]. Linguistic Inquiry.1983,14 (3):520-536.
[63]Zeff, R.& Aronson, B. Advertising on the Internet [M]. New York:John Wiley & Sons, Inc., 1999:58-60.
[64]陈绚.再谈网络广告的前景[J].《国际新闻界》,2000,6：152-153.
[65]陈小桃,宋顺清.网络广告语言初探[J].《华南热带农业大学学报》,2004,1：156-157.
[66]程裕祯.中国文化要略[M].北京：外语教学与研究山版社,1998：56-57.
[67]董莉.英语文体学理论与实践[M].北京：电子工业出版社,2005：35.
[68]冯双影.网络视频广告的有效传播研究[D].大连：大连理工大学,2009.
[69]冯蔚宁.网络广告语言的语法与语用特征[J].《河南科技大学学报(社会科学版)》,2010,6：45-47.
[70]郭东.网络广告的形式和特点分析[J].《企业经济》,2005,8：48-49.
[71]高丽莉.我国网络广告现状和发展趋势研究[J]. 《中国报业》,2011,16：81-82.
[72]盖莲香.广告语的语码转换与跨文化传播——解析法国品牌在中国的本土化传播策略[J].《现代传播(中国传媒大学学报)》,2011,5：138-139.
[73]桂诗春.应用语言学[M].湖南：湖南教育出版社,1987：87-88.
[74]郭艳.网络广告投放效果影响因素研究[J].《大众商务》,2009,10：91-92.
[75]郭颖.网络广告品牌形象传播效果的探讨[J].《新闻界》,2010,4：121-122.
[76]郭泽德.中国网络广告发展历程研究[D].兰州:兰州大学,2009.
f77]黄国文.方式原则与粤—英语语码转换[J].《现代外语》,1995,3：3-8.
[78]黄国文.语篇分析的理论与实践[M].上海：上海外语教育出版社,2001：68.
[79]黄迎新,谢丹.论我国网络广告的现状、前景及发展对策[J].《新闻大学》,2006,2：45-46.
[80]何自然,谢朝群,陈新仁.语用三论：关联论·顺应论·模因论[M].上海：上海教育出版社,2007：65-70.
[81]何自然,于国栋.语码转换的类型研究述评[J].《现代外语》,2001,1：85-95.
[82]何自然,于国栋.语用学的理解——Verschuerenl的新作评介[J].《外国语》,1999,4：428-435.
[83]侯维瑞.英语语言变体[M].上海：上海外语教育出版社,1998：58-59.
[84]靳子亭.网络广告何以会超越报纸广告——以博客传播视角为例[J].《新闻爱好者》,2012,2：76-77.
[85]李兵.论网络广告的特点与形式[J].《商业研究》,2002,1：32-33.
[86]李丽.汉语网络条幅广告语言特点及其概念整合分析[D].北京：北京林业大学,2011.
[87]李丽娜.网络广告中的人际传播研究[J].《新闻界》,2013,3：87-90.
[88]罗鸣.网络语言特征分析[J].《湖南农机》,2011,5：31-32.
[89]吕英莉.论网络广告英语的词汇特征[D].北京：北京林业大学,2007.
[90]李中行.广告英语[M].长沙：湖南教育出版社,1986：23-25.
[91]刘占芳,家庭语码转换的顺应性研究[D].山西：山西大学,2006.
[92]马艳.我国网络广告市场现状及发展趋势[J]. 《今传媒》,2009,2：13-15.
[93]戚云芳.广告与广告英语[M].杭州：浙江大学出版社,2003：103-105.
[94]钱冠连.论维索尔伦的元语用选择[J].《外国语》,1990,4：23-28.
[95]屈阳.研究生课堂语码转换顺应性研究[D].河北：河北师范大学,2007.
[96]阮丽华.网络广告及其影响研究[D].武汉：华中科技大学,2005.
[97]孙晓玲.网络广告及其语用研究[J].《和田师范专科学校学报》,2009,5：85-87.
[98]苏月.我们需要什么样的网络广告?——试论企业网站的广告传播效果[J].《新闻界》,2005,5：32 34.
[99]沈颖.广告英语语篇中的意义构建与概念合成[D].南京：南京师范大学,2007.
[100]佟周.把脉网络广告——如何提高网络广告传播效果[J].《互联网天地》,2007,8：56-57.
[101]王娅.电影剧本中语码转换的顺应性研究—以新加坡电影《小孩不笨》为例[D].成都：西南交通大学,2010.
[102]王燕希.广告英语一本通[M].北京：对外经济贸易大学出版社,2004：55.
[103]王莹莹.模因视角下的汉语网络广告语研究[D].山西：山西财经大学,2010.
[104]工佐良.丁往道.英语文体学引论[M].北京：外语教学与研究出版社,1987：43-44.
[105]徐有志.英语文体学教程[M].北京：高等教育出版社,2005：38.
[106]徐志敏.广告语篇构建与认知过程[J]. 《安徽工业大学学报(社会科学 版)》,2007,5：35-38.
[107]杨永和.广告语言中的语吗混用研究[J].《中国外语》,2008(3)：36-38.
[108]叶长彬.时尚还是崇洋一解读房产广告语码转换的成因与功能[J].《大众文艺》,2011,12：155-156.
[109]叶秀兰,秦秀白.广州地区报刊广告的汉,英语码转换及其成因[J].《华南理工大学学报》,2004,3：60-65.
[110]于国栋.语码转换的语用学研究[J].《外国语》,2000,6：22-27.
[111]于国栋.语码转换研究的顺应性模式[J].《当代语言学》,2004,1：77-87.
[112]于根元：应用语言学概论[M].北京：商务印书馆,2003：58.
[113]周德艳.透视英语广告语篇中的隐喻[J].《乐山师范学院学报》,2010,3：19-21.
[114]赵静.广告英语[M].北京：外语教学与研究出版社,1992：99.
[115]周建民,余亚华.网络广告的特殊书面形式和语言运用特点[J].《汉江大学学报(人文科学版)》,2006,6：57-58.
[116]张晓辉,郭慧敏.网络广告中语码转换的语用分析[J].《和田师范专科学校学报》,2010,4：132-134.
[117]周晓莉.中国当代微博广告研究[D].山东：山东大学,2012.
[118]张晓娜.基于网络受众的网络广告策略研究[D].山东：山东大学,2009.
[119]周象贤,孙鹏志.网络广告的心理传播效果及其理论探讨[J].《心理科学进展》,2010,5：21-22.
[120]赵一农.语码转换[M].上海：上海外语教育山版社,2012：40.