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研究生： 陳冠雅
Iris Kuan-ya Chen
論文名稱： 台灣報紙廣告中 國台語的夾用現象
The Mixing of Southern Min Dialect in Newspaper Advertisements in Taiwan
指導教授： 施玉惠
Shih, Yu-Hwei
胥嘉陵
Hsu, Jia-Ling
學位類別： 碩士
Master
系所名稱： 英語學系
Department of English
論文出版年： 2004
畢業學年度： 92
語文別： 英文
論文頁數： 137
中文關鍵詞： 台語 、廣告 、夾用
英文關鍵詞： Southern Min, Advertisements, Code-mixing
論文種類： 學術論文
相關次數： 點閱：152  下載：25 
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    • 摘要
    本研究旨在由產品類型、語言結構、語言功能、以及語言的創造性等各方面來探討台灣報紙廣告中，國台語夾用的現象。 另外, 為了對台灣廣告中語言混用的情形有較全盤的了解，本研究結果並與胥嘉陵教授的中英文混用廣告研究做一比較。 在資料收集上，本研究共收集了792則報紙廣告，之後再以質化及量化方式進行分析。
    研究結果顯示，台語已經不再侷限於傳統產業，在許多高科技產業，例如電信業，的廣告中，也出現高比例的台語夾用現象。這似乎顯示國語和台語的界線愈來愈模糊。 在語言結構上，名詞的比例最高，這點和前人的研究結果相符，顯示在語言混用時，不論哪種語言，名詞都是最容易被使用的。
    本研究也發現在廣告中夾雜台語通常是只取其意，而忽略其文法。在語言功能方面，廣告中的國台語夾雜和中英文混用，主要都是要引人注目以及表現流行感。在與中英文混用的比較上，廣告中英文的使用有中文文化之限制，而台語則沒有此包袱。在產品類型上，台語的使用範圍比英文來的廣。
    整體來說，本研究結果可反映目前台灣社會語言使用之情形。另外，不同於其他的語言混用研究，廣告中語言之創造性及潛在的社會心理意義值得我們特別注意。

    Abstract
    The purpose of this study is to investigate Mandarin/ Southern Min code-mixing in newspaper advertisements in Taiwan in terms of product domains, functions, linguistic patterns, and linguistic creativity. In addition, this study compares its own findings with those of Hsu’s research (2000a,b,2002a,b) concerning the Mandarin/ English mixing.
    The data of the study were drawn from a total of 792 written code-mixed advertisements collected from newspapers.
    The results of the study indicate that the use of Southern Min is not restricted to the traditional domains and the boundary between Mandarin and Southern Min has become blurred.
    Regarding the linguistic patterns, the NP category outnumbered any other category. This finding is consistent with the previous researchers’ observations on code-mixing, and implies that in CM, NP is most easily borrowed and assimilated into the structure of the matrix language no matter which language serves as the matrix language.
    During the process of mixing, copywriters usually insert Southern Min in the advertisements based on its direct translated meaning in Mandarin regardless of its original syntax or grammar. With regard to the functions the mixed Southern Min elements are used to fulfill, similar to the English mixing, Southern Min-mixing in the advertisements is largely for attention getting and trendy fashion.
    Compared to the English mixing in the advertisements, it is found that first, the cultural constraints work to a greater extent with English than with Southern Min. Second, the scope of Southern Min seems to be wider than that of English in terms of product domains.
    In conclusion, the findings drawn from this study may reflect the social ethos and language use of contemporary Taiwan society. Moreover, the advertising strategies uncovered in this analysis provide evidence that code-mixed advertising deserves special attention as a distinct genre because of its linguistic creativity as well as its potential socio-psychological effects.

    Table of Contents Abstract (Chinese) i Abstract (English) ii Acknowledgements iv Table of contents vi List of Tables ix List of Figures x Chapter 1 Introduction 1 1.1 Motivations and Objectives 1 1.2 Data and Methodology 4 1.3 Sociolinguistic Profile of Taiwan 4 1.3.1 The Earliest Phase: The Colonial Period 5 1.3.2 The Second Phase: The National Language Movement (1946-1987) 7 1.3.3 The Current Phase (after 1987) 9 Chapter 2 Literature Review 12 2.1 Code-switching, Code-mixing and Borrowing 12 2.1.1 Code Switching vs. Code Mixing 12 2.1.2 Code Switching/ Code Mixing vs. Borrowing 14 2.2. Approaches to Code Mixing 17 2.2.1 Markedness Model 17 2.2.2 Functional Approach 18 2.2.3 Structural Approach 24 2.2.3.1 Structural Constraints on CM 24 2.2.3.2 Distribution of the Syntactic Categories of CM 26 2.3. The Sociolinguistic Profile of Southern Min in Taiwan 27 2.3.1. Southern Min as a L variety in a Diglossic Community 27 2.3.2 Southern Min: Vernacular vs. Standard , Official and National Language 29 2.3.3The Mixing of Southern Min and Mandarin 30 2.4 Previous Research on Print Advertising 33 2.4.1 Definition of Advertising 33 2.4.2 Advertising as a Communication Process 36 2.4.3 Types of Print Advertisements 41 2.4.4 The Language of Print Advertising 46 Chapter 3 Methodology 50 3.1 Data Collection 50 3.2 Data Analysis 51 3.2.1 Product categories 51 3.2.2. Positioning of Southern Min 52 3.2.3 Syntactic Structure of Mixed Southern Min Elements 63 3.2.4. Linguistic Creativity 73 3.2.4.1 Transformation of Parts of Speech 74 3.2.4.2 Violation of Selectional Restriction 77 3.2.4.3 Ambiguity 81 3.2.4.4 Invention of New Lexical Items 87 3.2.5. Functions of Code Mixing in Newspaper Advertising 90 3.2.5.1 Poetic Effects 90 3.2.5.2 Humorous/ Sarcastic Effects 93 3.2.5.3 Expressiveness 95 3.2.5.4 A Touch of Local Flavor 96 3.2.5.5 Reflection on Traditional Culture 98 3.2.5.6 Ease of Expression 101 3.2.5.7 Solidarity 102 3.2.5.8 Trendy Fashion 104 Chapter 4 Results 106 4.1 Product Categories 106 4.2 Positioning of Southern Min in the Advertisement 113 4.3 Syntactic Structure of Mixed Southern Min Elements 117 4.4 Linguistic Creativity 120 4.5 Functions of Code Mixing in Newspaper Advertising 121 Chapter 5 Comparisons of English Mixing with Southern Min Mixing in Advertising 124 Chapter 6 Conclusion 130 6.1 Summary 130 6.2 Implications and Directions for Further Research 134 References 138 List of Tables Table1 Examples of Southern Min containing product/company names 52 Table2 Frequency and Percentage of advertisements appearing in each product categories 106 Table3 Distribution of position advertisement where Southern Min appears 113 Table4 The 25 highest frequently-used Southern Min expressions 114 Table5 Distributive frequency of syntactic category in Southern Min mixes 117 Table6 Distribution of the devices of linguistic creativity 120 Table7 Distribution of functions of CM 122 List of Figures Figure1 A model of Marketing Communication 36 Figure2 Model of the Response Process 38 Figure3 Consumer Information Processing 39 Figure4 Example of display advertisement 43 Figure5 Example of classified advertisement 44 Figure6 Example of advertisement combing features of both display and classified 45 Figure7 Example of advertisement which mimic the style and graphic of reports 45 Figure8 Example of product name 54 Figure9 Example of slogan 55 Figure10 Example of signature line 56 Figure11 Example of signature line 57 Figure12 Example of logo 58 Figure13 Example of logo 58 Figure14 Example of terms and conditions 59 Figure15 Example of background visual 61 Figure16 Example of body copy 62 Figure17 Example of transformation of parts of speech 76 Figure18 Example of violation of selectional restriction 81 Figure19 Example of lexical ambiguity 83 Figure20 Example of structural ambiguity 87 Figure21 Example of invention of new lexical items 89 Figure22 Example of traditional cultural flavor 100

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