马来西亚中文广播广告形式与语言表现特点 The Characteristics and Language Expressions of Chinese Radio Advertisements in Malaysia

Abstract

广播广告使用的是口语化的语言。马来西亚广播广告的表现形式多为陈述式、对话式及歌曲式。另外，马来西亚广播广告普遍性特点即广播广告概括性的特点，即通俗化与口语化、语言上谐音的巧妙运用、角色化、节律化、人情化、重复性和听觉上的创意或新鲜感。马来西亚广告语言呈现了语码夹杂以及融入方言词语的特征。

Radio advertising in Malaysia often adopts local slang or the colloquial style of local languages. The styles of presentation are by means of statements, dialogues or songs. Their common characteristics include colloquialisms, characterization, humour or through creative expressions. Radio advertisements in Malaysia demonstrate the mixture of local dialect, mingling of linguistic flavours and peculiarities of local dialects.