| Abstract (In Chinese) | 第5-6页 |
| Abstract (In English) | 第6-7页 |
| Chapter 1 Introduction | 第12-16页 |
| 1.1 Research Background | 第12-13页 |
| 1.2 Objective and Significance of the Study | 第13-14页 |
| 1.3 Structure of the Thesis | 第14-16页 |
| Chapter 2 Literature Review | 第16-26页 |
| 2.1 Code-switching Researches on Advertisements | 第16-19页 |
| 2.2 Verschueren's Linguistic Adaptation Theory | 第19-21页 |
| 2.3 Yu Guodong's Adaptation Model of Code-switching | 第21-26页 |
| 2.3.1 Adaptation to Linguistic Reality | 第23页 |
| 2.3.2 Adaptation to Social Conventions | 第23-24页 |
| 2.3.3 Adaptation to Psychological Motivations | 第24-26页 |
| Chapter 3 Research Design and Data Collection | 第26-30页 |
| 3.1 Research Design | 第26-27页 |
| 3.2 Data Collection | 第27-30页 |
| 3.2.1 Standard of Classification | 第27页 |
| 3.2.2 Selection of Advertisements at JD.com and TMALL.com | 第27-30页 |
| Chapter 4 Analysis of Adaptation in E-commerce Advertisements | 第30-56页 |
| 4.1 Analysis of Code-switching as Adaptation to Linguistic Reality | 第30-40页 |
| 4.1.1 Adaptation to the Reference Function of Language | 第31-34页 |
| 4.1.2 Adaptation to the Emphasis Function of Language | 第34-36页 |
| 4.1.3 Adaptation to the Convenience Function of Language | 第36-39页 |
| 4.1.4 Combination of Adaptations | 第39-40页 |
| 4.2 Analysis of Code-switching as Adaptation to Social Conventions | 第40-47页 |
| 4.2.1 Adaptation to Making Social Distance Close | 第41-44页 |
| 4.2.2 Adaptation to Elevating Social Status | 第44-46页 |
| 4.2.3 Adaptation to Avoiding Social Taboos | 第46-47页 |
| 4.3 Analysis of Code-switching as Adaptation to Psychological Motivations | 第47-56页 |
| 4.3.1 Adaptation to Seeking Identification | 第47-49页 |
| 4.3.2 Adaptation to Pursuing of Fashion | 第49-52页 |
| 4.3.3 Adaptation to Enjoying Life | 第52-56页 |
| Chapter 5 Conclusion | 第56-59页 |
| 5.1 Major Findings | 第56-57页 |
| 5.2 Limitations of the Study | 第57-58页 |
| 5.3 Suggestions for Future Research | 第58-59页 |
| Bibliography | 第59-62页 |
| Appendix | 第62-64页 |
| 攻读硕士学位期间发表的论文及其它成果 | 第64-65页 |
| Acknowledgements | 第65页 |
