探討廣告中不同產品類別之語碼混合功能

A Comparative Study of the Functions of Code-mixing in Different Product Categories in Advertising

傅詠茹(Yong-Ru Fu)

指導教授 ： 林佳燕

元智大學/人文社會學院/應用外語學系/碩士(2013年)

https://doi.org/10.6838/YZU.2013.00216

摘要

在多語的社會中，廣告中使用語碼混合是很常見的語言現象。廣告商經常採用各種策略已創造更有效益的廣告。本研究目的為探討廣告中不同產品類別之英語語碼混合的使用。研究樣本來自時尚雜誌180個英語語碼混合廣告。在所有產品類別中，英文語碼混合最常使用在科技(36.1%)接著是衣服(29.4%)、美妝(15.5%)、食品(12.8%)、娛樂(6.1 %)。研究發現英語語碼混合於中文廣告的七種功能:慣用語(conventional use)、表意(expressiveness)、經濟原則(principle of economy)、明確 (referential function)、現代感(a sense of modernity)、並列(juxtaposition)、雙關語(bilingual punning)。語言分析結果顯示從單字層面中發現了四種詞類，例如: 名詞、動詞、形容詞、感嘆詞。其中普通名詞(common noun)最常使用於所有產品類別。

關鍵字

語碼混合 ； 廣告 ； 產品類別

並列摘要

In a multilingual community, the use of code-mixing in advertising is regard as a common linguistic phenomenon. In order to create effective commercials, advertisers are making every effort to adopt various strategies. The purpose of this study is to investigate how code-mixing is used in different product categories in advertising. The research samples were a total of 180 commercials using code-mixing collected from the leading fashion magazine in Taiwan. Among these product categories, there is a high frequency of code-mixing in technology (36.1%), then followed by clothing (29.4%), cosmetic (15.5%), food (12.8%), and amusement (6.1 %). It is found that seven functions of English-mixings are served in Mandarin advertising, including conventional use, expressiveness, principle of economy, referential function, a sense of modernity, juxtaposition, and bilingual punning. The result of the linguistic analysis reveals that four categorizations identified at the lexical level, including nouns, verbs, adjectives and interjections. Common nouns are the most used in all type of product categories.

並列關鍵字

Code-mixing ； advertising ； product category

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