汉语广告语篇中语码转换顺应模式的实现

汉语广告语篇中语码转换的顺应模式是指广告语篇中的语码转换作为语言结构的一个侧面和一种语用策略，其目的是为了实现对广告语言现实、社会规约和受众心理等方面的顺应，这种顺应是由广告语篇中语码转换多层次、多种类的功能相互交叉、相互融合而得以实现的。因此，语码转换的顺应模式对广告语篇的研究有着积极的借鉴作用，为广告语言创作注入了新鲜的色彩。

Realization of Mode in Code - switching in Chinese Advertising Discourse

As code-switching is becoming more and more popular in advertising discourse, it is increasingly valued by advertising designers and linguists. This study is designed to discuss code-switching in advertising discourse in detail: (1) to redefine code-switching according to linguistic theories and logical analysis; (2) to pursue the adaptation model of code-switching in Chinese advertising discourse on the basis of Verschueren's adaptation theory,.i.e. code-switching in ad discourse is used as an aspect of language structure and a pragmatic strategy for the purpose of adaptation to linguistic reality, social rules and wishes of audience, which is realized through the multi-layered functions of code-switching; (3) to come to the conclusion that the adaptation mode of code-switching is conducive to the study on advertising discourse, which adds great color to advertising language design.