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題名：Code-switching and Identity Constructions in Taiwan TV Commercials
書刊名：臺灣學誌
作者：邱妙津
作者(外文)：Chiu, Miao-chin
出版日期：2012
卷期：5
頁次：頁27-49
主題關鍵詞：語言轉換；電視廣告；社會階層；刻板印象；身份建構；Code-switching；TV commercials；Social stratification；Stereotype；Identity construction
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:425
  • 點閱點閱:161
本研究探討台灣電視廣告中的語言轉換現象如何反映社會階層差異。藉由分析並比較貴婦代言人（孫芸芸）與非貴婦代言人（林美秀）在廣告中所使用的語言轉換策略，發現廣告中的語言使用具有相當明顯的階級化特性：台語、華語以及強勢外語分別處於低、中、高三種階層。本研究還進一步驗證，廣告中分屬不同階層的代言人所使用的主要語言不但會反映出其自身的階層特性，其轉碼策略的運用更會進一步加深社會大眾對於不同階級的刻板印象。
The current study investigated code-switching phenomenon in Taiwan TV commercials advocated by two females from distinct classes, i.e. Elite vs. Non-Elite. Ten commercials released during 2005-2011 with code-switching features were chosen as the samples of this study. Our analysis found a polyglossic continuum of different codes in contemporary Taiwan commercial domain: Taiwan Southern Min (Taiwanese) is ranked the lowest variety, followed by the intermediate Mandarin, and dominant foreign languages as the highest. The result confirms that codes used by distinctive class members reveal their basic identity constructions. Furthermore, code-switching strategies adopted by them further reinforce the stereotyping of the classes they belong to.
期刊論文
1.Chen, Cheryl Wei-Yu(2006)。The Mixing of English in Magazine Advertisements in Taiwan。World Englishes，25(3/4)，467-478。  new window
2.Escalas, Jennifer Edson(1994)。African American Vernacular English in Advertising: A Sociolinguistic Study。Advances in Consumer Research，21，304-309。  new window
3.Myers-Scotton, Carol(1992)。Comparing Codeswitching and Borrowing。Journal of Multilingual and Multicultural Development，13，19-39。  new window
4.Piller, Ingrid(2001)。Identity Constructions in Multilingual Advertising。Language in Society，20，153-186。  new window
5.Piller, Ingrid(2003)。Advertising as a Site of Language Contact。Annual Review of Applied Linguistics，23，170-183。  new window
6.Rau, D. Victoria(1992)。Language Contact in the Philippines。Philippine Journal of Linguistics，23，91-109。  new window
7.林奇伯(2008)。全臺首度品味大調查--九成主管：好品味增加競爭力。遠見雜誌，260，170-177。  延伸查詢new window
8.陳麗君(20110900)。臺灣大學生的語言意識。台語研究，3(2)，4-25。new window  延伸查詢new window
9.Bourdieu, Pierre(1977)。The Economics of Linguistic Exchanges。Social Science Information，16(6)，645-668。  new window
10.Rau, Der-Hwa Victoria(2000)。Phonological variation and sound change in Atayal。Oceanic Linguistics，39(1)，144-156。  new window
11.Bell, Allan(1984)。Language Style as Audience Design。Language in Society，13(2)，145-204。  new window
12.Gal, Susan(1978)。Peasant men can't get wives: language change and sex roles in a bilingual community。Language in Society，7(1)，1-16。  new window
13.Coupland, Nikolas、Bishop, Hywel(2007)。Ideologised values for British accents。Journal of Sociolinguistics，11(1)，74-93。  new window
會議論文
1.施玉惠(1993)。臺語說詞中夾用國語詞彙之現象分析。臺北：文鶴出版社。731-767。  延伸查詢new window
學位論文
1.Li, Ming-chieh(1994)。A Sociolinguistic Variation Study of Chinese Retroflex Initials /TS/, /TS'/, /S/ in Taiwan(碩士論文)。Providence University，Taichung。  new window
圖書
1.黃宣範(1993)。語言、社會與族群意識：臺灣語言社會學的研究。臺北市：文鶴。new window  延伸查詢new window
2.Auer, P.(1999)。Code-switching in Conversation: Language , Interaction and Identity。London：Routledge。  new window
3.Bell, Allan(2009)。Language Style as Audience Design。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
4.Coupland, Nikolas(2009)。Dialect Style, Social Class and Metacultural Performance: The Pantomime Dame。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
5.Ferguson, Charles A.(2009)。Diglossia。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
6.Giles, Howard(2009)。The Process of Communication Accommodation。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
7.Government Information Office(2010)。The Republic of China Yearbook 2010。Taipei：Government Information Office, ROC (Taiwan)。  new window
8.Haarmann, Harald(1989)。Symbolic Values of Foreign Language Use: From the Japanese Case to a General Sociolinguistic Perspective。Berlin：Mouton de Gruyter。  new window
9.Irvine, Judith T.、Gal, Susan(2000)。Language-Ideological Processes。Regimes of Language: Ideologies, Polities, and Identities。Santa Fe, New Mexico:：School for American Research Press。  new window
10.Irvine, Judith T.、Gal, Susan(2009)。Language-Ideological Processes。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
11.Kachru, B.(1978)。Code-mixing as a Communicative Strategy in India。International Dimensions of Bilingual Education。Washington, DC：Georgetown University Press。  new window
12.Labov, William(1972)。The Social Stratification of (r) in New York City Department Stores。William Labov, Sociolinguistic Patterns。Philadelphia：University of Pennsylvania Press。  new window
13.Labov, William(2009)。The Social Stratification of (r) in New York City Department Stores。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
14.Niedzielski, Nancy、Preston, Dennis(1999)。Folk Linguistics。Berlin：Mouton de Gruyter。  new window
15.Pennycook, A.(2011)。Global Englishes。The Sage Handbook of Sociolinguistics。Los Angeles：Sage。  new window
16.Rampton, Ben(2009)。Crossing, Ethnicity and Code-Switching。The New Sociolinguistics Reader。UK：Palgrave Macmillan。  new window
17.Voeltz, F. K. Erhard.、Kilian-Hatz, Christa(2001)。Ideophones。Amsterdam：Benjamins。  new window
18.Scollon, Ron、Scollon, Suzanne Wong(2001)。Intercultural Communication: A Discourse Approach。Blackwell。  new window
19.Holmes, Janet(2008)。An Introduction to Sociolinguistics。London：Pearson Education Limited。  new window
20.Van Coetsem, Frans(1988)。Loan Phonology and the Two Transfer Types in Language Contact。Dordrecht：Foris。  new window
21.Labov, William(1966)。The Social Stratification of English in New York City。Washington, DC：Center for Applied Linguistics。  new window
22.Myers-Scotton, C.(1993)。Social motivations for codeswitching。Oxford：Oxford University Press。  new window
23.Bourdieu, Pierre、Raymond, Gino、Adamson, Matthew、Thompson, John B.(1991)。Language and Symbolic Power。Cambridge, MA：Polity Press。  new window
其他
1.錢祐達(2010)。2010 第一季最夯廣告代言人，http://www.104survey.com/faces/newportal/viewPointCtx.xhtml?researchId=260， 2011/06/06。  new window
圖書論文
1.李勤岸(19960000)。語言政策及臺灣獨立。語言政治與政策。臺北市：前衛。new window  延伸查詢new window
 
 
 
 
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