| ABSTRACT | 第1-5页 |
| 摘要 | 第5-7页 |
| CONTENTS | 第7-9页 |
| Chapter Ⅰ Introduction | 第9-14页 |
| ·Motivations of the Study | 第10-11页 |
| ·Significance and Aims of the Study | 第11-12页 |
| ·Structure of the Thesis | 第12-14页 |
| Chapter Ⅱ Literature Review | 第14-31页 |
| ·Definitions of Some Key Terms | 第14-19页 |
| ·Code | 第14-15页 |
| ·Code-switching | 第15-17页 |
| ·Advertising Discourse | 第17-19页 |
| ·Code-switching and Other Related Phenomena | 第19-22页 |
| ·Types of Code-switching | 第22-24页 |
| ·Approaches to Code-switching | 第24-29页 |
| ·Sociolinguistic Approach | 第24-25页 |
| ·Grammatical Approach | 第25-26页 |
| ·Psycholinguistic Approach | 第26-28页 |
| ·Conversational Approach | 第28-29页 |
| ·Previous Researches on Code-switching in Advertising Discourse | 第29-31页 |
| Chapter Ⅲ Theoretical Framework | 第31-45页 |
| ·Verschueren's Linguistic Adaptation Theory | 第31-38页 |
| ·Language Use and Choices | 第32-34页 |
| ·Three Key Notions-Variability,Negotiability and Adaptability | 第34-35页 |
| ·Four Angles of Investigation | 第35-38页 |
| ·Yu Guodong's Adaptation Model of Code-switching | 第38-45页 |
| ·Adaptation to Linguistic Reality | 第41页 |
| ·Adaptation to social conventions | 第41-42页 |
| ·Adaptation to psychological motivations | 第42-45页 |
| Chapter Ⅳ Research Methodology | 第45-48页 |
| ·Research Questions | 第45-46页 |
| ·Data Collection | 第46-47页 |
| ·Data Processing | 第47-48页 |
| Chapter Ⅴ The Analysis of Chinese-English Code-switching inAdvertising Discourse | 第48-81页 |
| ·The Types of Chinese-English Code-switching in Advertising Discourse | 第48-56页 |
| ·Insertional Code-switching in Advertising Discourse | 第49-52页 |
| ·Alternative Code-switching in Advertising Discourse | 第52-54页 |
| ·Diggosia in Advertising Discourse | 第54-56页 |
| ·Application of Adaptation Theory in Chinese-English Code-switching in Advertising Discourse----Adaptation Model | 第56-81页 |
| ·Chinese-English Code-switching as Adaptation to the Linguistic Reality | 第57-64页 |
| ·Chinese-English Code-switching as Adaptation to the Social Conventions | 第64-68页 |
| ·Chinese-English Code-switching as Adaptation to the Psychological Motivations | 第68-81页 |
| Chapter Ⅵ Conclusion | 第81-84页 |
| ·Major Findings | 第81-82页 |
| ·Limitations | 第82-83页 |
| ·Suggestions for Further Research | 第83-84页 |
| REFERENCES | 第84-87页 |
| ACKNOWLEDGEMENTS | 第87-88页 |
