| 摘要 | 第1-7页 |
| Abstract | 第7-9页 |
| Chapter One Introduction | 第9-13页 |
| ·Motivations and significances of the thesis | 第9-11页 |
| ·Motivations of the thesis | 第9-11页 |
| ·Significances of the thesis | 第11页 |
| ·Organization of this study | 第11-13页 |
| Chapter Two Literature Review | 第13-21页 |
| ·Definitions of code-switching | 第13-14页 |
| ·Code-switching and relevant terms | 第14-16页 |
| ·Code-switching and code-mixing | 第14-15页 |
| ·Code-switching and borrowing | 第15-16页 |
| ·Code-switching and diglossia | 第16页 |
| ·Types of code-switching | 第16-18页 |
| ·Intra-sentential,inter-sentential and tag switching | 第17页 |
| ·Situational code-switching and metaphorical code-switching | 第17页 |
| ·Discourse-related code-switching and participant-related code-switching | 第17-18页 |
| ·Alternation,insertion and congruent lexicalization | 第18页 |
| ·Existing studies on code-switching at home and abroad | 第18-21页 |
| Chapter Three Theoretical Framework | 第21-26页 |
| ·The matrix language frame model | 第21-23页 |
| ·Definitions of MLF model and related terms | 第21-22页 |
| ·Identification of ML | 第22页 |
| ·Types of constituents in code-switching in MLF | 第22-23页 |
| ·Verschueren's linguistic adaptation theory | 第23-26页 |
| ·Language use and choice | 第23页 |
| ·Variability, negotiability and adaptability of language | 第23-24页 |
| ·Code-switching as realization of adaptation | 第24-26页 |
| Chapter Four Research Methodology | 第26-29页 |
| ·Data collection and data-processing | 第26-27页 |
| ·Data-analyzing method | 第27-29页 |
| Chapter Five Data Survey and Analysis | 第29-58页 |
| ·Types of Chinese-English code-switching in advertising discourse | 第29-39页 |
| ·Insertion | 第29-36页 |
| ·Phonological insertion | 第30-31页 |
| ·Lexical and phrasal insertion | 第31-34页 |
| ·Clausal insertion | 第34-36页 |
| ·Discourse insertion | 第36页 |
| ·Alternative code-switching | 第36-38页 |
| ·Diglossia in ads | 第38-39页 |
| ·Motivations of code-switching in Chinese advertising discourse | 第39-58页 |
| ·Chinese-English code-switching as adaptation to linguistic reality | 第39-46页 |
| ·Adaptation to the linguistic facts of Chinese and English | 第40-43页 |
| ·Adaptation to the linguistic features of Chinese and English | 第43-46页 |
| ·Chinese-English code-switching as adaptation to social conventions | 第46-48页 |
| ·Chinese-English code-switching as adaptation to psychological motivations | 第48-58页 |
| ·Chinese-English code-switching as a foreign flavor gaining strategy | 第48-50页 |
| ·Chinese-English code-switching as an emphasis strategy | 第50-51页 |
| ·Chinese-English code-switching as a humor-creating strategy | 第51-52页 |
| ·Chinese-English code-switching as an explanation strategy | 第52-53页 |
| ·Chinese-English code-switching as a decoration strategy | 第53-54页 |
| ·Chinese-English code-switching as a convenience strategy | 第54-55页 |
| ·Chinese-English code-switching as an addressee-selection strategy | 第55-58页 |
| Chapter Six Conclusion | 第58-62页 |
| ·Major findings | 第58-59页 |
| ·Limitations of this study | 第59-60页 |
| ·Suggestions for further research | 第60-62页 |
| Bibliography | 第62-68页 |
| Acknowledgements | 第68页 |
