| Acknowledgement | 第1-4页 |
| Abstract | 第4-11页 |
| Chapter One Introduction | 第11-15页 |
| Chapter Two Literature Review | 第15-30页 |
| ·Terminologies and definitions | 第15-23页 |
| ·Code-switching | 第15-17页 |
| ·Code-switching and borrowing | 第17-19页 |
| ·Code-switching and diglossia | 第19-20页 |
| ·Types of code-switching | 第20-23页 |
| ·Approaches to the analysis of codeswitching | 第23-30页 |
| ·The sociolinguistic approach | 第23-25页 |
| ·The grammatical approach | 第25-27页 |
| ·The psycholinguistic approach | 第27-28页 |
| ·The conversational analysis (CA) approach | 第28-30页 |
| Chapter Three Theoretical Framework | 第30-39页 |
| ·The Matrix Language Frame Model | 第30-34页 |
| ·Definitions of terms under MLF | 第30-31页 |
| ·Identification of ML | 第31-33页 |
| ·Types of constituents in codeswitching in MLF | 第33-34页 |
| ·Verschueren's Linguistic Adaptation Theory | 第34-39页 |
| ·Language use and choices | 第34-35页 |
| ·Variability, negotiability and adaptability of language | 第35-36页 |
| ·Codeswitching as realization of adaptation | 第36-39页 |
| Chapter Four The Analysis of Chinese-English Codeswitching in Advertising Discourse | 第39-80页 |
| ·The types of Chinese-English codeswitching in advertising discourse | 第39-50页 |
| ·Insertional codeswitching in advertising discourse | 第40-47页 |
| ·Phonological insertion | 第40-41页 |
| ·Lexical and phrasal insertion | 第41-44页 |
| ·Clausal insertion | 第44-46页 |
| ·Discourse insertion | 第46-47页 |
| ·Alternational codeswitching in advertising discourse | 第47页 |
| ·Diglossia in advertising discourse | 第47-50页 |
| ·Chinese-English codeswitching as realization of adaptation theory | 第50-80页 |
| ·Chinese-English codeswitching as adaptation to the linguistic reality. | 第51-58页 |
| ·Adaptation to the linguistic existence of Chinese and English | 第51-55页 |
| ·Adaptation to the linguistic features of Chinese and English | 第55-58页 |
| ·Chinese-English codeswitching as adaptation to the social conventions | 第58-61页 |
| ·Chinese-English codeswitching as adaptation to the psychological motivations | 第61-80页 |
| ·Chinese-English codeswitching as foreign flavor gaining strategy | 第62-64页 |
| ·Chinese-English codeswitching as AIDA-realizing strategy | 第64-66页 |
| ·Chinese-English codeswitching as emphasis strategy | 第66-69页 |
| ·Chinese-English codeswitching as discriminating strategy | 第69-71页 |
| ·Chinese-English codeswitching as explanation strategy | 第71-73页 |
| ·Chinese-English codeswitching as authenticity-keeping strategy | 第73-75页 |
| ·Chinese-English codeswitching as convenience strategy | 第75-76页 |
| ·Chinese-English codeswitching as decoration strategy | 第76-80页 |
| Chapter Five Conclusion | 第80-84页 |
| ·Summary of findings | 第80-81页 |
| ·Limitations of this study | 第81-82页 |
| ·Suggestions for further research | 第82-84页 |
| Bibliography | 第84-90页 |
