Fenomena percampuran kod dalam iklan perniagaan bahasa Cina di Malaysia / Lau Su Kia

Lau, Su Kia (2007) Fenomena percampuran kod dalam iklan perniagaan bahasa Cina di Malaysia / Lau Su Kia. Masters thesis, University of Malaya.

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                    Abstract

                    This research was undertaken to study the phenomenon of code-mixing in Chinese commercial advertisements published in four Chinese newspapers in Malaysia. The researcher had observed that many English lexical items were mixed in the local Chinese commercial advertisements. Specifically, the study aimed to identify the classes of English lexical items mixed into the local Chinese newspaper commercial advertisements. The structural characteristics of the English lexical items were then discussed. Finally, the study looked into the factors influencing the mix of the English lexical items into the Chinese commercial advertisements. To achieve the objectives of the study, various methodological approaches were applied. The data for this study were collected from four Malaysian Chinese dailies, namely (1) Guang Ming Daily, (2) China Press, (3) Nanyang Siang Pau as well as (4) Oriental Daily. The researcher observed the English lexical items which have been code-mixed in the sentences of Chinese advertisements. Following this, the researcher then interviewed five local Chinese advertisers to identify the factors that contributed to the inclusion of English lexical items in the themes and descriptive sentences of the Chinese commercial advertisements in Malaysia. The data was then analyzed quantitatively and qualitatively. It was found that a significant number of English content words (compared to English function words) from the noun, adjective and verb classes were mixed into the sentences of the Chinese commercial advertisements. Many English proper nouns and terms which did not have Chinese translations were mixed into the Chinese commercial advertisements. Some of the nouns were abbreviation, while the adjectives and verbs had single syllables. The English adjectives reflected ‘stylishness’, and were considered trendy or modern in nature. In addition, the English interjections used in the Chinese commercial advertisements reflected spoken language and appeared natural. The abbreviated English lexical items contributed to the brevity and conciseness of the advertisements. At the same time, this was a space-saving measure. The stylish and trendy adjectives served to attach the interest of the younger generation as they suited their tastes. Besides this, code-mixing in the speech of Malaysian language users in general, is seen to have transferred into the written form, deliberately or unawares, as exemplified by the code-mixing seen in the Chinese commercial advertisements in this study.

                    Item Type: Thesis (Masters)
                    Additional Information: Laporan penyelidikan diserahkan untuk memenuhi keperluan bagi ijazah Sarjana Pengajian Bahasa Moden (MMLS)
                    Uncontrolled Keywords: Code-mixing; Commercial advertisement; Malaysia Language in Advertising; Mass media and language; Chinese language Usage in Malaysia
                    Subjects: P Language and Literature > P Philology. Linguistics
                    P Language and Literature > PI Oriental languages and literatures
                    Divisions: Faculty of Languages and Linguistics
                    Depositing User: Ms Rabiahtul Adauwiyah
                    Date Deposited: 06 Jun 2013 11:13
                    Last Modified: 26 Jan 2017 12:11
                    URI: http://studentsrepo.um.edu.my/id/eprint/3998

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