| Abstract | 第1-10页 |
| 摘要 | 第10-12页 |
| Introduction | 第12-16页 |
| Chapter One Literature Review | 第16-39页 |
| ·Code and code-switching | 第16-28页 |
| ·Code | 第16-18页 |
| ·Code-switching | 第18-20页 |
| ·Categories of code-switching | 第20-24页 |
| ·Code-switching and code-mixing | 第24-27页 |
| ·Code-switching and Diglossia | 第27-28页 |
| ·Approaches to code-switching research | 第28-34页 |
| ·The sociolinguistic approach | 第28-29页 |
| ·The grammatical approach | 第29-31页 |
| ·The psycholinguistic approach | 第31-32页 |
| ·The conversational approach | 第32-33页 |
| ·The pragmatic approach | 第33-34页 |
| ·Previous studies on Chinese Public Service Advertisement | 第34-37页 |
| ·The sociological approach | 第35-36页 |
| ·The psychological approach | 第36-37页 |
| ·The linguistic approach | 第37页 |
| ·The limitations of previous studies | 第37-39页 |
| Chapter Two Theoretical Framework | 第39-51页 |
| ·Verschueren’s linguistic adaptation theory | 第39-45页 |
| ·Language use and choices | 第40-42页 |
| ·Variability, negotiability and adaptability of language | 第42-43页 |
| ·Four angles of investigation | 第43-45页 |
| ·Adaptation Model of code-switching | 第45-51页 |
| ·Adaptation to linguistic reality | 第47页 |
| ·Adaptation to social conventions | 第47-48页 |
| ·Adaptation to psychological motivations | 第48-51页 |
| Chapter Three Methodology | 第51-62页 |
| ·Research objectives | 第51-52页 |
| ·Research design and procedures | 第52-53页 |
| ·Data collection and analysis | 第53-62页 |
| ·Types of code-switching in PSAs | 第55-59页 |
| ·Topics of code-switched PSAs | 第59-62页 |
| Chapter Four Analysis and Discussion | 第62-92页 |
| ·Chinese-English code-switching as adaptation to the linguistic reality | 第63-71页 |
| ·Adaptation to the linguistic conventions | 第63-68页 |
| ·Adaptation to the linguistic features of Chinese and English | 第68-71页 |
| ·Chinese-English code-switching as adaptation to the social conventions | 第71-76页 |
| ·Adaptation to cultures | 第71-74页 |
| ·Adaptation to the social settings | 第74-76页 |
| ·Chinese-English code-switching as adaptation to the psychological motivations | 第76-85页 |
| ·Adaptation to the audience’s ability of receiving | 第76-80页 |
| ·Adaptation to the audience’s emotive elements | 第80-85页 |
| ·Chinese-English code-switching as adaptation to the discourse feature of advertising | 第85-89页 |
| ·Adaptation to the AIDA Model | 第85-89页 |
| ·Summary | 第89-92页 |
| Chapter Five Major Findings and Implications | 第92-98页 |
| ·Major findings | 第92-93页 |
| ·Implications | 第93-96页 |
| ·For the improvement of Chinese PSAs | 第93-94页 |
| ·For the aesthetic appreciation of PSA texts | 第94-95页 |
| ·For the appropriate application of code-switching | 第95-96页 |
| ·Limitations and suggestions | 第96-98页 |
| Conclusion | 第98-101页 |
| Bibliography | 第101-105页 |
| Appendix Ⅰ | 第105-106页 |
| Acknowledgements | 第106-107页 |
| List of Publications | 第107页 |
