| Acknowledgement | 第1-7页 |
| 摘要 | 第7-8页 |
| Abstract | 第8-9页 |
| 前言 | 第9-14页 |
| Chapter 1 Introduction | 第14-18页 |
| ·Motivations of this study | 第14-15页 |
| ·Objectives of this study | 第15-16页 |
| ·Significance of this study | 第16页 |
| ·Outline of this study | 第16-18页 |
| Chapter 2 Literature Review | 第18-29页 |
| ·Definitions of code-switching | 第18-19页 |
| ·Code-switching and relevant terms | 第19-22页 |
| ·Code-switching and code-mixing | 第19-20页 |
| ·Code-switching and borrowing | 第20-21页 |
| ·Code-switching and diglossia | 第21-22页 |
| ·Types of code-switching | 第22-25页 |
| ·Intersentential, intrasentential and tag code-switching | 第22-23页 |
| ·Situational and metaphorical code-switching | 第23-24页 |
| ·Discourse and preference-related code-switching | 第24-25页 |
| ·Alternation, insertion and congruent lexicalization | 第25页 |
| ·Existing studies on code-switching at home and abroad | 第25-29页 |
| Chapter 3 Theoretical Framework | 第29-35页 |
| ·Types of code-switching based on Muysken's typology | 第29-30页 |
| ·Markedness model | 第30-35页 |
| ·Negotiation principle | 第31页 |
| ·Three maxims | 第31-32页 |
| ·Rationality | 第32-33页 |
| ·Summary of this chapter | 第33-35页 |
| Chapter 4 Research Methodology | 第35-37页 |
| ·Research methodology of this study | 第35页 |
| ·Data collection | 第35-36页 |
| ·Data-analyzing method | 第36-37页 |
| Chapter 5 Data Survey and Analysis | 第37-63页 |
| ·Types of Chinese-English code-switching in ads | 第37-45页 |
| ·Insertion | 第37-44页 |
| ·Letter insertion | 第38-39页 |
| ·Lexical and phrasal insertion | 第39-42页 |
| ·Clausal insertion | 第42-43页 |
| ·Discourse insertion | 第43-44页 |
| ·Alternational code-switching in ads | 第44-45页 |
| ·Statistical analysis of distribution features | 第45-47页 |
| ·Motivations of code-switching in Chinese advertising | 第47-61页 |
| ·Code-switching itself as an unmarked choice (unmarked code-switching) | 第47-52页 |
| ·Use of unmarked choice as gap-filling | 第48-49页 |
| ·Use of unmarked choice as principle of economy | 第49-51页 |
| ·Use of unmarked choice as euphemism | 第51-52页 |
| ·Code-switching itself as a marked choice (marked code-switching) | 第52-61页 |
| ·Use of marked choice for addressee-selection | 第52-54页 |
| ·Use of marked choice for humor-creating | 第54-56页 |
| ·Use of marked choice for explanation | 第56-57页 |
| ·Use of marked choice for decoration | 第57-58页 |
| ·Use of marked choice for fashion-seeking | 第58-60页 |
| ·Use of marked choice for adding the colorfulness of the expression | 第60-61页 |
| ·Summary of this chapter | 第61-63页 |
| Chapter 6 Conclusion | 第63-66页 |
| ·Findings of this study | 第63-64页 |
| ·Limitations of this study | 第64-65页 |
| ·Suggestions for further research | 第65-66页 |
| References | 第66-69页 |
| Appendix | 第69-84页 |
