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the thesis aims to explore the phenomenon ofChinese-English CS in Chinese magazine advertising from a more comprehensive andpersuasive perspective. It adopts theoretical analysis based on Myers-Scotton’s MLFModel and Verschueren’s linguistic adaptation theory as well as empirical analysisbased on a large number of data collected. It tries to prove the three assumptionsbased on which it is developed: English is pervasive in Chinese advertising; this kindof CS follows certain patterns; different patterns may have different functions andmotivations. Specifically speaking, what we aim to achieve through the present studycover three parts: to summarize the main types of CS by using MLF Model; to searchfor the structural variability and distribution patterns of CS by making use ofstatistical analysis of the distribution frequency of the CS; to explore the motivationsof this kind of CS by adopting linguistic adaptation theory. The present researchmainly aims to answer the following questions:
(1) What are the main types of the Chinese-English CS in Chinese advertising?
(2) What is the distribution pattern of Chinese-English CS occurring in the Chineseadvertising? Which pattern occurs most frequently? Why?
(3) What are the reasons of using Chinese-English CS in the advertising?

Chapter 2 Literature Review

A lot of researches have been conducted on CS since 1960s. In order to have ageneral picture of the characteristics of CS research, it is necessary to review theliterature first. The major task of the present chapter is to give a brief review of therepresentative studies on CS and CS in advertising.

2.1 Literature of Code-switching
CS is the research focus of the present study. The present section will firstlyhave a review of the literature of CS including its definitions, types, functions andapproaches to the studies of CS.

2.1.1 Definitions of Code-switching
Before probing into CS, we should firstly know what code is. According toLongman Dictionary of Language Teaching and Applied Linguistics (2005: 102),code is just a system of signals used for communication. In the field of linguistics,code is considered to be equal to language or language variety. However, code isregarded as a neutral term, which makes it different from language or languagevariety containing emotions to some extent. When there are two or more codes in acommunity, the speaker can switch among them according to certain motivations,thus leads to CS.

Chapter 3 Theoretical Framework.......... 30-40
    3.1 The Matrix Language Frame Model ..........30-33
        3.1.1 Basic Terms in Matrix Language Frame Model ..........30-31
        3.1.2 Identification of Matrix Language.......... 31-32
        3.1.3 Code-switching Constituents Under Matrix..........32-33
    3.2 Linguistic Adaptation Theory.......... 33-40
        3.2.1 Focus of Linguistic Adaptation Theory.......... 34-35
        3.2.2 Properties of Language ..........35-37
        3.2.3 Code-switching as Realization..........37-40
Chapter 4 Research Method.......... 40-46
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