| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| 1. Introduction | 第10-12页 |
| 2. Literature Review | 第12-20页 |
| ·Literature of Code-switching | 第12-14页 |
| ·Definitions of Code-switching | 第12页 |
| ·Types of Code-switching | 第12-13页 |
| ·Code-switching and Borrowing | 第13-14页 |
| ·Literature of Code-switching in Advertising | 第14-15页 |
| ·Approaches to the Analysis of Code-switching | 第15-20页 |
| ·The Grammatical Approach | 第15-16页 |
| ·The Sociolinguistic Approach | 第16-17页 |
| ·The Conversational Approach | 第17-18页 |
| ·The Pragmatic Approach | 第18-20页 |
| 3. Theoretical Framework | 第20-26页 |
| ·The Definition of Matrix Language Frame Model | 第20-21页 |
| ·The Notion of Matrix Language Model | 第20页 |
| ·Types of constituents in code-switching in Matrix Language Frame Model | 第20-21页 |
| ·Verschueren's Adaptation Theory | 第21-24页 |
| ·Language use and Choices | 第21-22页 |
| ·Three Key Notions—variability,negotiability and adaptability | 第22-23页 |
| ·Four Angles of Investigation | 第23-24页 |
| ·The Advantages of Linguistic Adaptation Theory | 第24-25页 |
| ·The Application of Linguistic Adaptation Theory to Code-sw- #16 itching Studies | 第25-26页 |
| 4. The Analysis of Chinese and English Code-Switching in AdvertisingDiscourse as a Realization of Adaptation Theory | 第26-44页 |
| ·The Types of Chinese-English Code-switching in Advertising Discourse | 第27-32页 |
| ·Insertional Code-switching in Advertising Discourse | 第27-31页 |
| ·Alternational Code-switching in Advertising Discourse | 第31页 |
| ·Diglossia in Advertising Discourse | 第31-32页 |
| ·The Code-switching in Advertising Discourse as the Realization of Adaptation Theory | 第32-44页 |
| ·Chinese-English Code-switching as Adaptation to the Linguistic Reality | 第33-35页 |
| ·Chinese-English Code-switching as Adaptation to the Social Conventions | 第35-39页 |
| ·Chinese-English Code-switching as Adaptation to the Psychological Motivations | 第39-44页 |
| 5. Conclusion | 第44-48页 |
| Acknowledgements | 第48-50页 |
| Bibliography | 第50-52页 |
