| Being a traditional topic of sociolinguistics, code-switching belongs to the field of bilingualismor multilingualism and refers to the alternate use of two or more language in the same situation.Based on Halliday’s foregrounding theory, this paper makes an analysis of the code-switching in theChinese written advertisement text from the functional stylistic point of view. The data of this paperwere collected from two Chinese newspapers, namely the DUSHIKUAIBAO and DAILYBUSINESS, and the online shopping sites. All the selected advertisement texts use Chinese as thematrix language and English as the embedded language. In this paper, written code-switching in theadvertisement texts is regarded as foregrounding when its prominence of the code-switching ismotivated and made consciously by the advertisers. The study of the foregrounded feature ofcode-switching refers to the analysis of metafunctions of code-switching which develops around thediscourse field, tenor and mode as well as other situational factors from a functional perspective.The methodology adopted in this paper includes qualitative and quantitative analysis.The ideational function of code-switching in advertisement is presented below the clause in theexperiential function of the code-switching and above the clause with the logical function of thecode-switching. The experiential functions of the code-switching elements in the clauses areanalyzed by virtue of Transitivity in word groups, such as the verbal groups, the nominal groups,the adverbial groups and the prepositional phrases. These elements are foregrounded in theirexperiential meanings when the main elements of the transitivity system such as the participant role,the processes and the circumstantial are realized, and as they contain more ideational meanings andcreate special style effects compared with their Chinese correspondents. The logical function ofcode-switching is mainly realized above the clause, and specifically presented in the repetition andexplanation of the clause. Interpersonal function of the foregrounding of code-switching inadvertisement is manifested in the performance of functions of the Mood structure of major clausesincluding the Subject, the Finite, the Complement, the Predicate and the Adjuncts. The analysis ofthe foregrounding of interpersonal function is related to the analysis of tenor variables such aspower, solidarity, affective and formality. The textual function of foregrounding of code-switchingin advertisement is presented by virtue of cohesion, the interaction between the thematic structureand the information structure, and their intertextuality. Through the cohesive devices such asreference, substitution, ellipsis, conjunction, and lexical cohesion, the code-switching elements inadvertisement text make a contrast with other elements in the text and produce some special styleeffects. This paper indicates that the foregrounding feature of code-switching in advertisement text is mainly expressed in the Transitivity system, the Mood structure and the interaction between thethematic and information structure. The foregrounding features of code-switching in writtenadvertisement text in fact is the realization of their metafunctions.This paper tries to broaden the perspective of study on code-switching, and provide an analysison the foregrounding feature of code-switching in advertisement text. It has some theoretical andpractical values. |
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