| Abstract | 第1-7页 |
| 摘要 | 第7-10页 |
| Chapter One Introduction | 第10-14页 |
| ·The Purpose of the Thesis | 第10-11页 |
| ·The Significance of the Thesis | 第11-12页 |
| ·Research Methodology | 第12-13页 |
| ·The Layout of the Thesis | 第13-14页 |
| Chapter Two Literature Review | 第14-28页 |
| ·Terminological Discussion | 第14-15页 |
| ·Code | 第14页 |
| ·Code-switching and Code-mixing | 第14-15页 |
| ·Functions of Code-switching | 第15-16页 |
| ·Perspectives to the Study of Code-switching | 第16-23页 |
| ·The Grammatical Perspective | 第17-19页 |
| ·The Sociolinguistic Perspective | 第19-21页 |
| ·The Psycholinguistic Perspective | 第21-22页 |
| ·The Conversational Analysis Perspective | 第22-23页 |
| ·Previous Researches on Code-switching in Advertising | 第23-25页 |
| ·The Inadequacy of the Past Studies of Code-switching | 第25-27页 |
| ·Summary | 第27-28页 |
| Chapter Three Theoretical Background | 第28-37页 |
| ·A Brief Introduction to the Adaptation Theory | 第28-33页 |
| ·Pragmatics as a Perspective | 第28页 |
| ·Verschueren’s Adaptation Theory | 第28-29页 |
| ·The Three Properties of Language | 第29-30页 |
| ·The Four Angles of the Adaptation Theory | 第30-33页 |
| ·Code-switching as a Process of Choice Making | 第33-34页 |
| ·Code-switching as Strategy of Adaptation | 第34-35页 |
| ·The Appropriateness of the Adaptation Theory for This Study | 第35页 |
| ·The Description of the Analytical Framework | 第35-36页 |
| ·Summary | 第36-37页 |
| Chapter Four The Features of Chinese-English Code-switching in Advertising | 第37-45页 |
| ·Intra-sentential Code-switching | 第37-41页 |
| ·Phonological Code-switching | 第37-38页 |
| ·Abbreviated Code-switching | 第38-39页 |
| ·Lexical and Phrasal Code-switching | 第39-41页 |
| ·Inter-sentential Code-switching | 第41-42页 |
| ·Insertional Code-switching | 第41-42页 |
| ·Alternational Code-switching | 第42页 |
| ·Diglossia Code-switching | 第42-43页 |
| ·Summary | 第43-45页 |
| Chapter five Chinese-English Code-switching in Advertising as Communicative Strategies | 第45-70页 |
| ·Chinese-English Code-switching as Adaptation to the Linguistic Reality | 第46-50页 |
| ·Chinese-English Code-switching as Adaptation to the Social Conventions | 第50-53页 |
| ·Chinese-English Code-switching as Adaptation to the Psychological Motivations | 第53-69页 |
| ·Chinese-English Code-switching as the Strategy of Facility and Economy | 第54-55页 |
| ·Chinese-English Code-switching as the Strategy of Realization of AIDA | 第55-56页 |
| ·Chinese-English Code-switching as the Strategy of Addressee Specification | 第56-60页 |
| ·Chinese-English Code-switching as the Strategy of Emphasis | 第60-62页 |
| ·Chinese-English Code-switching as the Strategy of Targeting Audience | 第62-63页 |
| ·Chinese-English Code-switching as the Strategy of Explanation | 第63-65页 |
| ·Chinese-English Code-switching as the Strategy of Foreign Flavor-gaining | 第65-67页 |
| ·Chinese-English Code-switching as the Strategy of Field-specification | 第67-68页 |
| ·Chinese-English Code-switching as the Strategy of Decoration | 第68-69页 |
| ·Summary | 第69-70页 |
| Chapter Six Conclusion | 第70-73页 |
| ·The Major Findings of the Study | 第70-71页 |
| ·The Limitations of the Study | 第71页 |
| ·Implications | 第71-73页 |
| References | 第73-79页 |
| List of Abbreviations | 第79-80页 |
| Acknowledgements | 第80页 |
