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Chapter 2 Literature Review

2.1 Studies on Code-Switching
With the development of multi-cultural communication, CS has drawn muchattention in many fields. As a result of language contact, CS frequently occurs in dailyconversations; therefore, it is a well-worth studying phenomenon. Many scholars,both from foreign countries and China, have done remarkable studies of CS which arequite inspiring for later studies. As a phenomenon in language use, code-switching has been defined andexplained by quite a number of foreign scholars. From the very beginning, an explicitmention of CS is found in Hans Vogt’s article which was published in 1954 (Auer,1995). In Linguistics, it is Roman Jacobson who succeeded in using this term for thefirst time.As for the defining of CS, it becomes complicated because of the different focus:with differed research backgrounds, different linguists propose different definitions. Inorder to provide a comprehensive research, some definitions which could representthe essence of CS are listed as follows. Myers Scotton (1989: 333-346) holds that CS“is a kind of lingual variety which speakers use more than one language in oneconversation”. Gumperz (1982) defines it as: “the juxtaposition within the samespeech exchange of passages of speech belongs to two grammatical systems orsubsystems.” From pragmatic perspective, Gal (1988: 274) defines that“code-switching is a conversational strategy used to establish, cross or destroy groupboundaries; to create, change or evoke interpersonal relations with their rights andobligations.” Pieter Muysken (1995: 177-198) also provides his definition:“Code-switching is reserved for the rapid succession of several languages in a singlespeech event, which is used informally while referring to the co-occurrence offragment from different language in a sentence”.
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2.2 Code-Switching in Advertising Discourses
The modern society is a place full of advertisements. There is no doubt that theage we are living in is an advertising age. The economic development largely dependson various kinds of advertising, the culture spreading also counts on advertising. It isnot surprising that many researches have been done on advertising discourse withregard to its vital role in our life.From a historical point of view, the word “to advertise” is originally from theLatin word “advertere”, which means “to cry, to turn one’s attention to”. From theperiod of medieval English (about 1300-1457), “advertere” developed into “advertise”;which means “to notify, to cause attention”. Until the end of the 17th century, Britaininitiated a large school of trading as the result of industrial revolution.Since its importance is strengthening with the development of the society, manyscholars have provided their definition to advertising discourse in the process of socialimprovement. The followings are some of the influential ones.
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Chapter 3 Theoretical Foundation ......17
3.1 Verschueren’s Linguistic Adaptation Theory ........17
3.1.1 Language Use and Choices.......17
3.1.2 Variability, Negotiability and Adaptability of Language ....18
3.2 Yu Guodong’s Linguistic Adaptation Model ........21
Chapter 4 Research Methodology .......24
4.1 Research Questions.....24
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