| 摘要 | 第1-4页 |
| ABSTRACT | 第4-7页 |
| CHAPTER ONE INTRODUCTION | 第7-10页 |
| CHAPTER TWO LITERATURE REVIEW | 第10-22页 |
| ·TERMINOLOGIES AND DEFINITIONS | 第10-14页 |
| ·Code-switching | 第10-11页 |
| ·Code-switching and borrowing | 第11-13页 |
| ·Code-switching and diglossia | 第13-14页 |
| ·TYPES OF CODE-SWITCHING | 第14-16页 |
| ·Inter-sentential, intra-sentential and tag switching | 第14-15页 |
| ·Discourse and participant-related code-switching | 第15页 |
| ·Situational and metaphorical code-switching | 第15-16页 |
| ·Insertion, alternation and congruent lexicalization | 第16页 |
| ·ADVERTISING AND LANGUAGE | 第16-18页 |
| ·Advertising | 第16-17页 |
| ·The language of advertising | 第17页 |
| ·Advertising discourse | 第17-18页 |
| ·STUDIES ON CODE-SWITCHING IN CHINA AND ABROAD | 第18-22页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第22-28页 |
| ·MATRIX LANGUAGE FRAME MODEL | 第22-24页 |
| ·Terms under MLF | 第22-23页 |
| ·Identification of ML | 第23-24页 |
| ·Types of constituents in MLF | 第24页 |
| ·VERSCHUEREN’S LINGUISTIC ADAPTATION THEORY | 第24-28页 |
| ·Language use and choices | 第24-25页 |
| ·Variability, negotiability and adaptability of language | 第25页 |
| ·Code-switching as realization of adaptation | 第25-28页 |
| CHAPTER FOUR TYPES OF CHINESE-ENGLISH CODE-SWITCHING IN ADVERTISING DISCOURSE | 第28-37页 |
| ·INSERTIONAL CODE-SWITCHING IN ADVERTISEMENTS | 第28-33页 |
| ·Phonological insertion | 第28-29页 |
| ·Lexical and phrasal insertion | 第29-31页 |
| ·Clausal insertion | 第31-33页 |
| ·Discourse insertion | 第33页 |
| ·ALTERNATIONAL CODE-SWITCHING IN ADS | 第33-34页 |
| ·DIGLOSSIA IN ADS | 第34-37页 |
| CHAPTER FIVE CHINESE-ENGLISH IN LIGHT OF ADAPTATION THEORY | 第37-46页 |
| ·CHINESE-ENGLISH CODE-SWITCHING AS ADAPTATION TO THE LINGUISTIC REALITY | 第37-41页 |
| ·Adaptation to the linguistic existence of Chinese and English | 第37-40页 |
| ·Adaptation to the linguistic features of Chinese and English | 第40-41页 |
| ·CHINESE-ENGLISH CODE-SWITCHING AS ADAPTATION TO THE SOCIAL CONVENTIONS | 第41-43页 |
| ·CHINESE-ENGLISH CODE-SWITCHING AS ADAPTATION TO THE PSYCHOLOGICAL MOTIVATIONS | 第43-46页 |
| CHAPTER SIX CONCLUSION | 第46-48页 |
| ·FINDINGS OF THE STUDY | 第46-47页 |
| ·LIMITATIONS OF THIS STUDY | 第47页 |
| ·SUGGESTIONS FOR FURTHER STUDY | 第47-48页 |
| ACKNOWLEDGEMENT | 第48-49页 |
| REFERENCES | 第49-51页 |
| Appendix 作者在攻读硕士学位期间发表的论文目录 | 第51页 |
