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However, few researches are conducted from the pragmatic perspective. Pragmatics can better explain the pragmatic functions of code-switching, so my paper focuses on code-switching in advertising course on the basis of Adaptation Theory. It reveals the distribution of code-switching in advertising and its pragmatic functions. It can direct the advertising design, avoid inappropriate applications and enlighten readers' understanding, thus providing a new perspective of code-switching for the future research.
This thesis introduces code-switching in advertisements in four parts. The first part introduces the latest researches on code-switching from four aspects: syntax, sociolinguistics, psycholinguistics, and conversational analysis. The second part is the theoretical framework of this article—Verschueren's Linguistic Adaptation Theory. The third part analyzes code-switching: the definition, six types and six functions of code-switching. The fourth part discusses its application in advertisements, inappropriate applications of code-switching and how to avoid its misusage. The final part makes a conclusion of my thesis and points out the deficiency of my paper.
2. Literature Review
2.1 The definition of code-switching
Code, as a term borrowed from communication theory, is widely used in other fields, both in linguistics and literature. It’s used as a neutral term, and it is interchangeable with the usual term “variety”, including languages, dialects, styles, registers, and any different subpisions of language（Zhao Li, 2007:5）. Code-switching is switching from one variety to another one, either of the same language or of different languages, either in written or oral ways. For example, people who work in foreign companies switch their languages from time to time. They have to speak working language to your foreign boss or and colleagues; but when they meet their Chinese colleague they may switch to Mandarin, and when they are home, they may transfer to their dialect. Such a phenomenon is the process of code-switching. This “code-switching” may at first look random, but is highly systematic and based upon particular appropriateness conditions. (Chen,2007: 217) Code-switching is highly restricted by the linguistic rules.来!自~751论-文|网www.751com.cn
However ,there isn’t an approach with a broader view or betrer approach to explain the reasons for code-switching. Verschueren reveals its pragmatic function by the relationship between code-switching and pragmatic factors (e.g. society, psychology), where the Adaptation Theory just fits.