Chinese―English Code―switching in Campus Advertisements.docVIP

Chinese―English Code―switching in Campus Advertisements 　　【Abstract】This paper aims to analyze Chinese-English code-switching in campus advertisements by the linguistic adaptation theory. Through the interpretation of the specific examples， the communicative goals are achieved by adaptation of linguistic reality， social convention and psychological motivations. Code-switching has significant pragmatic value in campus advertisements and makes the communication efficient. 　　【Key words】Code-switching； Advertisement； the Adaptation Theory 　　The term Code refers to any kind of system that people employ for communication. People may switch from one code to another and create a new code in a process known as code-switching （CS）， which has been a great concern of many linguists since 1970s， including Gumperz， Myers-Scotton， Poplack， etc. They have studied it from different perspectives and ways. The theory of linguistic adaptation is first put forward by Jef Verschueren， and he believes that why people could make choices in language use is because language has three hierarchically related properties： variability， negotiability and adaptability. Based on his theory， Yu Guodong analyzes the Chinese-English CS from the linguistic pragmatic perspective and develops his own adaptation model. In his opinion， communicators realize communicative goals by employing flexible principles： adaptation of linguistic reality， social convention and psychological motivations. The code-switching in campus advertisements will be analyzed from the three aspects. 　　In terms of Chinese-English CS， adaptation to linguistic reality refers to the adaptation to the linguistic existence and properties of Chinese and English respectively. As a result of different language systems， it is difficult to find equivalent words in both languages. Recent years， increasing number of high-tech lexicon， especially computer words， spring up like mushrooms in our lives， such as QQ， MSN， E-mail. Take e-mail as a