摘要
语码转换（code-switching），即两种或多种语言变体的转换，是语言、文化接触和跨文化交际中的一个普遍现象。随着英语在世界范围的传播与使用，非英语国家的广告中频繁出现英语与本族语之间的语码转换。很多国外学者对这一现象进行了研究。但多数研究仅限于对现象的简单描述分析。本文在对中国八种杂志301篇广告中英语及语码转换现象描述和分析的基础上，以Verschueren的语用综观（pragmatic perspective）为框架，运用其核心的顺应论（adaptability）来探讨中国杂志广告中的英语及语码转换现象。
在本文的第一部分，作者介绍广告语言和语码转换进行了简单。在此部分，作者回顾并评论了目前对广告语言中语码转换的研究现状。作者指出，这些研究成功地将社会因素引入广告中语码转换的研究视野，加深了我们对广告语言中语码转换与社会之间关系的认识，这些研究或者仅限于对现象的简单描述，或者仅从社会语言学的角度出发，以社会因素，诸如社会经济地位、种族、性别等等为切入点，来探讨广告中语码转换背后的社会动机。因此多数研究主要停留在表面的现象或者语言以外的社会环境上，没有把广告语言中语码转换现象的研究深入到语言本身，没有从语言的特性出发对这一现象进行解释。作者认为有必要填补这一研究领域的空白。据此，作者指出：借鉴文体学、语篇分析和社会语言学的研究方法，本文在Verschueren语用综观的指导下，运用其核心的顺应论，从文化，社会，认知的角度对中国杂志广告中的语码转换现象进行综观，尝试着把广告中语码转换现象的研究深入到语言本身，从语言特性来研究广告中语码转换的动机。
在本文的第二部分，作者介绍了研究方法，包括数据的收集和处理。在数据收集中，作者主要依照长春太阳城书商的推荐，并且参考杂志广告收入排行榜，选出八本畅销杂志。在接下来的数据处理中，作者把八本杂志中的301篇广告按其不同产品类型分为21类，并且记录下不同类型产品广告中英语及语码转换出现
情况，以及广告中不同语篇位置上英语及语码转换出现情况。在分析中作者发现：96% 的广告中每个广告至少含有一个英语单词；其中电脑，电子，汽车等高科技产品中英语及语码转换的出现明显高于其它产品类型；广告中五个不同位置均不同程度地出现语码转换，其中以正文、口号、图片居多; 在所有语码转换中99.3%的转换发生在英汉之间，只有两篇广告在英汉转换的同时出现英法转换。
在本文的第三部分，作者对上述结果进行分析讨论。讨论主要是以Verschueren的语用综观为理论基础。语用综观提供了一个全新的视角去理解和诠释语用学，让我们可以从语言使用的角度对语言的各个层面重新进行审视。Verschueren将语用学重新定义为从认知，社会和文化的角度来研究语言现象及语言行为。其核心是顺应论。顺应性是语言所具有的特性，指语言能够让其使用者从可供选择的不同语言项目中作灵活的变通，从而尽量满足交际的需求。讨论中作者也借鉴了Kachru提出的世界英语论（World Englishes），该模式为整个研究提供了一个宏观背景环境。
运用Verschueren的顺应论，结合Kachru提出的世界英语，本文对研究结果进行分析，认为中国杂志广告中英汉两种语码转换的根本原因是语言特性－顺应性的要求和体现。不同产品类型广告中英语及语码转换出现情况不同，以及广告中不同位置英语及语码转换出现的情况，既是对文化和语言现实的顺应从又是对社会心理的顺应。从语言文化角度讲，英语的使用及语码转换现象的出现是顺应某些科技词汇缺乏或英汉词汇不对等的语言现实，为正常广告交流提供语言信息；根据Verschueren的语用综观，认知与社会相结合产生社会心理。从认知角度分析，广告中的语码转换是顺应人们追求时尚、现代、西化的社会心理，传递语言外的情感诉求；从社会角度分析，转换中大量使用英语语码则是对社会环境的顺应，顺应英语在世界的广泛传播以及英语在中国的使用现状。依据Verschueren语用综观的核心顺应论，本文对广告语言中英语及语码转换的使用现象从语言文化、认知和社会的多角度进行了考察。实现了把广告中语码转换现象的研究从描述性转
移到解释性上来，把该现象的研究深入到语言本身，从语言特性出发对语码转换的动机进行了解释。
作者希望本文的研究对语言学家、语言政策制定者、第二外语教学带来相应的启示。
Code-switching is the use of more than one language by participants in the execution of a speech act. Code-switching and the use of English in non-English advertisements are a research area that has received increasing attention lately. Nevertheless, most of the studies in this area are generally restricted to a rough sketch of the phenomena. And a few researchers conducted their researches from the sociolinguistic perspective. These researchers have attempted to reveal the social motivation of code-switching in advertising language and explore the inner relationship between code-switching and social factors such as social class and economic status. Despite deepening the understanding of the relationship between language and society, these studies on code-switching in advertising fail to connect the phenomena with the property of language. The present study, based upon the description and analysis of 301 pieces of Chinese advertisements, intends to explain code-switching in Chinese magazine advertisements on the ground of the property of language and makes an attempt to fill in the gap left by the previous researchers.
The present researcher introduces the definition of advertising language and explains different definitions, types and functions of code-switching. In this part, previous researches on code-switching in advertising are also reviewed. In light of the literature review, the researcher points out that the present thesis makes a tentative exploration of code-switching in advertising language from the “pragmatic perspective” proposed by Verschueren (1999).
In the second part, the researcher outlines the research methodology, which comprises data collection and data processing. Altogether, 301 pieces of advertisement are selected for twenty-one types of product or service. Each piece of advertisement is carefully studied. The English words and code-switching appearing in different product or service categories as well as in different positions of advertisement, i.e., different discourse domains, are noted. The study results show that English is prevalent in Chinese magazine advertising. Over 96 percent of advertisements contain at least an English word in each piece of advertisement. And the use of English and code-switching is varied according to the product categories. The advertisements for products which contain high technology are more likely to involve the use of English and code-switching. With regard to discourse domains, English and code-switching are present in the product name, headline, label, logo, and body copy, and most likely to appear in the body copy, headline, and on the product label.
In the final part of the thesis, the researcher discusses the results from pragmatic perspective, which is put forward by Verschueren (1999). After reviewing a wide range of phenomena studied under the label of traditional pragmatics, Verschueren advances that pragmatics does not constitute an additional component of a theory of language, but it is concerned with the full complexity of linguistic behavior and offers a different perspective, namely, pragmatic perspective (1999:2). Verschueren’s pragmatic perspective serves as a theoretical framework to explain the findings. The core of pragmatic perspective is adaptability. Adaptability is one of the properties of language. Adaptability enables human beings to make
“negotiable linguistic choices from a variable range of possibilities in such a way as to approach points of satisfaction for communicative needs” (Verschueren, 1999:61). In the discussion, the present researcher also refers to Kachru’s World Englishes, which provides a macroscopic context for the present study.
The researcher argues that the root cause of the presence of code-switching in Chinese magazine advertising is the requirement and embodiment of adaptability-- the property of language. To be more specific, the high percentage of occurrence of Chinese and English code-switching in certain types of advertisements and the varied adoption of Chinese and English code
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