| Declaration | 第1-4页 |
| Acknowledgement | 第4-5页 |
| Abstract (English) | 第5-6页 |
| Abstract (Chinese) | 第6-7页 |
| Table of contents | 第7-10页 |
| CHAPTER Ⅰ INTRODUCTION | 第10-16页 |
| ·General statement | 第10-12页 |
| ·Rationale for the present research | 第12-14页 |
| ·Motivation of the present research | 第12-13页 |
| ·Approach to data analysis | 第13-14页 |
| ·Research questions | 第14页 |
| ·Organization of the present thesis | 第14-16页 |
| CHAPTER Ⅱ LITERATURE REVIEW | 第16-36页 |
| ·Overview | 第16页 |
| ·Terms and definitions | 第16-18页 |
| ·Code and code choice | 第16-17页 |
| ·Code-mixing | 第17-18页 |
| ·Previous studies of code-mixing in natural conversations in bilingual or multilingual settings | 第18-28页 |
| ·Structural approach | 第18-21页 |
| ·Functional approach—sociolinguistic and pragmatic perspectives | 第21-25页 |
| ·Sociolinguistic approach | 第21-24页 |
| ·Pragmatic approach | 第24-25页 |
| ·Psycholinguistic approach | 第25-26页 |
| ·Conversational analysis approach | 第26-27页 |
| ·Attitudinal approach | 第27-28页 |
| ·Previous studies of code-mixing in miscellaneous areas | 第28-30页 |
| ·Application of code-mixing in novels | 第28-29页 |
| ·Application of code-mixing in teaching | 第29-30页 |
| ·Application of code-mixing in mass media | 第30页 |
| ·Previous studies of code-mixing in advertising | 第30-34页 |
| ·Overseas studies of mixing English in non-Anglophone advertising | 第30-33页 |
| ·Domestic studies of mixing English in Chinese advertising | 第33-34页 |
| ·Summary | 第34-36页 |
| CHAPTER Ⅲ THEORETICAL FRAMEWORK | 第36-44页 |
| ·Overview | 第36-38页 |
| ·Patterns of code-mixing | 第38-39页 |
| ·Theories in the interpretative part | 第39-44页 |
| ·Markedness Theory | 第39-41页 |
| ·World Englishes & personal code choice and social code choice | 第41-44页 |
| ·World Englishes | 第41-43页 |
| ·Personal code choice and social code choice | 第43-44页 |
| CHAPTER Ⅳ ANAL YSIS OF SINO-ANGLO CODE-MIXING IN CHINESE ADVERTISING | 第44-85页 |
| ·Overview | 第44页 |
| ·Patterns of Sino-Anglo code-mixing in Chinese newspaper advertising | 第44-59页 |
| ·Insertion | 第44-55页 |
| ·Letter insertion | 第45-47页 |
| ·Word and phrase insertion | 第47-53页 |
| ·Clause insertion | 第53-54页 |
| ·Discourse insertion | 第54-55页 |
| ·Alternation | 第55-57页 |
| ·Want ads | 第57-59页 |
| ·Functions of Sino-Anglo code-mixing in Chinese newspaper advertising | 第59-82页 |
| ·Code choice and its motivation | 第60-61页 |
| ·Persuasiveness of advertising language | 第61-62页 |
| ·Paralinguistic and linguistic functions | 第62-72页 |
| ·Graphologic and prosodic aspect | 第63-65页 |
| ·Rhetoric aspect | 第65-70页 |
| ·Semantic aspect | 第70-72页 |
| ·Extralinguistic functions | 第72-82页 |
| ·Construction of identity through Activation of English schemas | 第73-81页 |
| ·Mixing English as a negotiation of relationship | 第81-82页 |
| ·Other discussions | 第82-85页 |
| CHAPTER Ⅴ CONCLUSION | 第85-89页 |
| ·Major findings of this study | 第85-87页 |
| ·Implications of the study | 第87-88页 |
| ·Limitations of the research and suggestions for further studies | 第88-89页 |
| BIBLIOGRAPHY | 第89-96页 |
| APPENDIX | 第96-114页 |
