敬啟者：
這是一份關於台灣媒體廣告上使用英文之現象的學術問卷調查，感謝您撥冗作答。
現今在台灣雜誌、報紙媒體上常會出現使用英文的現象。本問卷之目的希望瞭解：(1)一般讀者對於媒體廣告上使 用英文之態度、看法。(2)有何潛在因素可能影響到讀者對於媒體廣告上使用英文之接受程度。
在以下的問卷中，您將會先看到 2 頁的平面廣告，請瀏覽後再回答。不論您是否懂英文或喜歡英文，相信您的忠 實回答將有助於我們瞭解此一議題之全貌。再次感激您的合作。
國立台灣大學外文系副教授 胥嘉陵
一. 性 別________
年 齡________
教育程度________
職 業________
如(亦)為學生, 請填就讀學校 __________________________
科系_________ 級別_________
1. 您對中文廣告中夾雜兩三個英文單字如「smart, super, sorry, yes, no, ok」或夾雜片語如「VIP, summer sale」等之 接受程度為何？(請參考圖 3) (請單選)
□賣弄英文 □崇洋媚外 □很俗氣 □很本土
「凱悅飯店般大 Lobby, 到新光三越站前店 Shopping」、「除了 Love, 懷孕的妳還需要溫柔的“Dove”」, 您對此 類廣告句子的接受程度為何? (請單選)
1. 您對中文廣告中出現英文口號, 例如:「Just call me. Be happy」、「Just Do It」、「Trust me, You can make it」之接 受程度為何? (請單選)
□是 □否 □其他 (請說明: ____________________________________) 不論選擇為何, 請說明原因
_____________________________________________________________________
(b) 此類廣告英文字數愈多者愈會增進您對廣告產品之信心?
□是 □否 □其他 (請說明: ____________________________________) 不論選擇為何, 請說明原因
_____________________________________________________________________
2.
□是 □否 □其他 (請說明: ____________________________________) 不論選擇為何, 請說明原因
_____________________________________________________________________
(b) 此類廣告英文字數愈多者愈會增進您對廣告產品之信心?
□是 □否 □其他 (請說明: ____________________________________) 不論選擇為何, 請說明原因
應為 Roaming Around in The World of Beer, 如圖 5, 「Enableing The Disable」應為 Enabling The Disabled,
「Grand Open」應為 Grand Opening?
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[Received July 4, 2012; revised October 11, 2012; accepted January 30, 2013]
Department of Foreign Languages and Literatures National Taiwan University
Taipei, TAIWAN
Jia-Ling Hsu: jlhsu@ntu.edu.tw
台灣廣告裡之中英文夾雜：懂英文讀者之態度調查
胥嘉陵 國立臺灣大學
本研究藉著調查下列兩議題，呈現出台灣廣告裡中英文夾雜之社 會語言態度概要。調查之兩議題為：一般大眾對廣告裡中英文夾雜之 態度及台灣廣告裡英文所具有之社會心理意義。此研究資料來源為不 同教育程度、職業之 425 位民眾之問卷調查。研究結果顯示在台灣廣 告裡英文之使用非常受歡迎，但各類型廣告裡中英夾雜形式遠比全英 文形式接受程度高。「國際性」是英文在台灣廣告裡最顯著之社會心 理意義，但實際上，英文所具有之社會心理意義隨著廣告文案之英文 夾雜程度和廣告產品類型不同而改變。全英文廣告文案比中英夾雜文 案更具有「國際性」之特質，而中英夾雜文案則顯示「流行趨勢」，
「俏皮活潑」之特色。當廣告產品為國外進口，廣告裡使用英文有助 於提高消費者對這類產品之信心；但當產品為國內製造，或廣告裡使 用大量英文或艱難英文用字時，英文之使用則無助於增加消費者對這 類廣告產品之信心，究其因是台灣一般大眾低落之英語程度所致。此 低落英文程度也影響到大眾對不同類型產品裡文案設計之偏好─當產 品類型為國外進口者，中英文夾雜文案最受青睞，當產品在國內製 造，純中文文案形式最受歡迎，次之為各類型之中英夾雜形式。
關鍵詞： 台灣廣告裡中英文夾雜、讀者態度調查、英文之社會心理 意義、廣告產品類型