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Abstract As globalization further develops, the frequent language contact has increased the number of people who are bilingual or multilingual. In bilingual communities, a great deal of switching back and forth from one language to another one may be observed. A lot of scholars have focused on the study of code-switching since 1970s and have made excellent achievements. However, there are rare researches on code-switching from the perspective of pragmatics.69706
Advertisement, as a special means of expression in the commercial activities, has a growing influence on our life. The blooming advertising industry will definitely result in the emergence and development of code-switching. The thesis chooses advertising language as the subject, trying to analyze code-switching from the perspective of the theory of Verschueren’s Linguistic Adaptation Theory and reveals the types of code-switching in advertising and its pragmatic functions. It lists the adaptability of code-switching in advertising, which can direct the advertising design and enlighten readers' understanding, thus providing a new perspective of code-switching for the future research.
Keywords: advertising; code-switching; adaptability; linguistic adaptation
摘要随着经济全球化的深入，频繁的语言接触使得更多的人成为双语者或者多语者。在这种情况下，我们可能会注意到说话者在同一语篇中使用两种或两种以上的语言或语言变体，这叫做语码转换。20世纪70年代至现在，很多的学者者就致力于这一现象的研究，并取得优秀的研究成果。但是，从语用学角度分析这一复杂的动态过程的研究却较少。
广告在商业活动中是一种特殊的表现手段，在生活中影响也越来越大，而我国广告业正在蓬勃发展，这种发展势头必定会致使语码转换的产生和传播。本文选择广告语作为研究文本，从维索尔伦的语用学顺应论角度出发，对其中出现的语码转换进行分析，揭示语码转换的类型和语用功能，以及语码转换在广告语中的顺应性，可以对广告的创作和读者的理解有一定指导作用，同时为此后语码转换研究提供了一个全新的视角。
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Contents
1. Introduction.5
2. Literature review.6
2.1 The researches on code-switching at home and abroad……………..6
3. Theoretical Framework……………………………………………..9
3.1 Verschueren's Adaptation Theory…………………………………9
4．The Applications of Code-switching in Advertisements..10
4.1 Adaptation to consumer’s psychological satisfaction ..10
4.2 Adaptation to brand building.11
4.3 Adaptation to conciseness .12
4.4 Adaptation to distinguishable effect...12
4.5 Adaptation to euphemism..13
4.6 Adaptation to creativity or imagination.13
4.7 Inappropriate applications of code-switching and resolution14
5. Conclusion..14
Works Cited...16
1．Introduction
With the further development of global economy, advertisements have been penetrating into every field of the society and have become one of the important parts in people’s life. In the bilingual communities, code-switching is often applied to advertisements. Many scholars are interested in the phenomenon, so they carried out a series of researches on it. Those previous studies can be mainly discusssed from four approaches: syntax, sociolinguistics, psycholinguistics, conversational analysis. Grammarians put forward some general rules to use code-switching; socialinguists clarified the close relationship between code-switching and social factors that influence the usage of code-switching; psycholinguists explains the user’s logical thinking and cognitive state in the process of code-switching; conversational analysis reveals the dynamic process of code-switching by analyzing the conversation building. 文献综述