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摘要：Generally speaking, 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.

Chapter 1 Introduction

1.1 Research Background
The present world is a global village. In this village, people from different countries communicate frequently for various political, economic or cultural purposes. Language, as an indispensible tool for communication, is thus endowed with much richer forms. CS, a change from one language or language variety to another by aspeaker or a writer, is one of the most common and useful forms of language forcommunication (Scotton and Ury, 1977: 5).

当今世界是一个地球村。在这个村子里，来自不同国家的人沟通，经常为各种政治，经济和文化的目的。作为一个不可或缺的工具，沟通，语言，从而赋予了更丰富的形式。CS，从一种语言或语言变到另一个扬声器或作家之一，也是最常见和最有用的语言形式的通信（斯科顿和乌拉圭，1977：5）。

Literature on CS is abundant, includingsociology, anthropology, linguistics and so on. Among these, the field of linguistics isparticularly flourishing. Since 1970s, CS has been analyzed by scholars both in andabroad from various perspectives within the field of linguistics. The sociolinguisticapproach (Gumperz, 1972, 1982; Zhu Wanjin, 1994 etc.) aims to search for the socialmotivations of CS through analyzing the relationship between social factors andlanguage choice. The psycholinguistic approach (Clyne, 1972; Tan Dongling, 2000etc.) aims to explore the cognitive state in the process of CS by analyzing the relatedpsycholinguistic factors. The grammatical approach (Poplack, 1980; Lv Dairong,2003 etc.) aims to find some universal grammatical constraints in CS throughanalyzing the positional and structural features of CS. The conversational analysisapproach (Auer, 1984; Wang Jin et al, 2004 etc.) aims to explore the dynamic natureof CS by analyzing the sequencing of conversation and the pragmatic approach(Verschueren, 1999; Yu Guodong, 2004 etc.) aims to search for the pragmatic functionor motivation of CS by analyzing both the subjective and objective factors leading toCS. Though holding different research perspectives and methods, all the above studiescontribute a lot to the study of CS. However, the studies above are mainly from asingle perspective and thus not comprehensive enough. In addition, most of thestudies above focus on conversational CS in our daily communication, and few payattention to the CS in certain areas such as literature, advertising and so on.

Nowadays, with the fast development of market economy, English is more and more frequently used in Chinese mass media language, in particular in the advertising language. CS in advertising holds its own features (in terms of bothstructure and function) and unlike in conversational exchange where theinterlocutors’ responses must be spontaneous, the advertisers have enough time tothink about the switching of codes, which makes this kind of CS more persuasivewhen exploring the motivation of CS. Recently, more and more scholars payattention to the CS in advertising and their researches (Bhatia, 1992; Huang Guowen,2001; Martin, 2008; Yang Yonghe, 2008 etc.) shed great light on the studies in thisfield. However, most of their works make researches on CS only from a singleperspective and thus are not comprehensive and systematic enough.

如今，随着市场经济的快速发展，英语和中国大众媒体的语言，特别是在广告语言中更频繁地使用。CS在广告拥有其自身的特点，在结构和功能方面不像对话交流对话者的反应必须是自发的，广告客户有足够的时间tothink代码，这使得这种CS更有说服力的切换探索的动机CS。最近，越来越多的学者payattention CS在广告和他们的研究（1992年巴蒂亚，黄国文，2001年，2008年马丁，杨拥菏，2008年等）摆脱大光在研究thisfield。然而，他们的作品使CS只从单一角度的研究，因而也不是不够全面和系统的。

1.2 Research Purpose
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