| 摘要 | 第1-6页 |
| Abstract | 第6-12页 |
| Introduction | 第12-18页 |
| Chapter 1 A Review of the Relevant Literature | 第18-40页 |
| ·Definitions and Classifications of Advertising Discourse | 第18-23页 |
| ·Definitions of Advertising Discourse | 第18-20页 |
| ·Classifications of Advertising Discourse | 第20-23页 |
| ·Code-switching and Some Related Concepts | 第23-36页 |
| ·Definitions of Code-switching | 第24-29页 |
| ·Existing Approaches to the Study of Code-switching | 第29-33页 |
| ·Code-switching and Borrowing | 第33-35页 |
| ·Code-switching and Diglossia | 第35-36页 |
| ·Code-switching in Advertising Discourse | 第36-40页 |
| Chapter 2 Theoretical Orientation | 第40-56页 |
| ·Some Important Pragmatic Ideas | 第40-42页 |
| ·Essential Points of Adaptation Theory | 第42-52页 |
| ·Variability, Negotiability and Adaptability of Language | 第43-46页 |
| ·Language Choices for the Sake of Adaptation | 第46-49页 |
| ·Four Angles of Investigation | 第49-52页 |
| ·Code-switching as a Realization of Adaptation | 第52-54页 |
| ·Summary | 第54-56页 |
| Chapter 3 A Discussion of Chinese and English code-switching in Advertising Discourse | 第56-70页 |
| ·Types of Chinese and English Code-switching in Advertising Discourse | 第56-64页 |
| ·Functions of Chinese and English Code-switching in Advertising Discourse | 第64-70页 |
| ·1 Lexical Gap Filling | 第64-65页 |
| ·Principle of Economy | 第65-66页 |
| ·Profit-gaining Tool | 第66-68页 |
| ·Convenience-creating Strategy | 第68-70页 |
| Chapter 4 Chinese and English Code-switching in Advertising Discourse as a Realization of Adaptation | 第70-106页 |
| ·Chinese and English Code-switching as a Realization of Adaptation to Linguistic Reality | 第71-81页 |
| ·Adaptation to the Linguistic Existence of Chinese and English | 第73-77页 |
| 4 1.1.1 Adaptation to the Linguistic Conventions | 第73-76页 |
| 4 1.1.2 Adaptation to the Foreign-made Products | 第76-77页 |
| ·Adaptation to the Linguistic Features of Chinese and English | 第77-81页 |
| ·Chinese and English Code-switching as Adaptation to the Social Conventions | 第81-89页 |
| ·Chinese and English Code-switching as Adaptation to the Psychological Motivations | 第89-103页 |
| ·Chinese and English Code-switching as Foreign Flavor Gaining Strategy | 第90-92页 |
| ·Chinese and English Code-switching as Emphasis Strategy | 第92-95页 |
| ·Chinese and English Code-switching as Humor-creating Strategy | 第95-96页 |
| ·Chinese and English Code-switching as Explanation Strategy | 第96-98页 |
| ·Chinese and English Code-switching as Decoration Strategy | 第98-101页 |
| ·Chinese and English Code-switching as Discriminating Strategy | 第101-103页 |
| ·Summary | 第103-106页 |
| Conclusion | 第106-110页 |
| Bibliography | 第110-118页 |
| Appendix | 第118-120页 |
| Acknowledgements | 第120-122页 |
