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
Related Articles
- EP ID EP396157
- DOI -
- Views 203
- Downloads 0
Evaluating Access and Use of Information Services by Patients of Alcohol and Drug Abuse in Nairobi County: The Case of Asumbi Treatment Centre
Abstract: Information plays a key role in helping the recovery of patients of alcohol and drug abuse (ADA). In the rehabilitation centres, ADA patients are engaged in a treatment programme and are expected to integrate b...
Perceived Causes and Effects of Rainfall Variability in Baringo County, Kenya
Abstract:The main objective of this study was to identify causes and perceived effects ofrainfall variability on access to water in Baringo County. The study used a descriptive survey design. Purposeful sampling and stra...
Regional Integration and Law: Issues of Theory and Practice
Abstract: This article presents an original concept of establishment of international regional law as a branch of international law at the present stage of social development. The legal system is constantly being updated...
Influence of Planning on Infrastructural Resources Provision in Nigerian University Libraries
Abstract: The study investigates infrastructural resource provision in university libraries in Nigeria’s North Central Zone with reference to managerial variable of planning as influence factor via an Ex post facto resea...
Assessing Students’ Perceptions towards the Use of Facebook in the Promotion of Human Rights in Morocco
The paper examines the use of social media among speakers of English in Morocco and the extent to which it has empowered users in various struggles against political and social injustices. More importantly, it explores w...