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摘要：As such a common but important language using phenomenon, CS has arousedgreat studying interests in many scholars both from foreign countries and China. Theyhave done a remarkable work in CS related researches such as on its definition,classification and motivation and so on.

Chapter 1 Introduction

1.1 Research Background
The language used on taobao.com has its distinctive features. The globalizationtendency is clearly revealed in the mixed use of both Chinese and English languagecodes in the ad discourse. Therefore, as a great contributor to its success, the adsincluded are well worth study from linguistic perspective. As the other factors relatedto the addressees of taobao.com, such as the range of age, the different social status,and language capabilities, are all included in the advertising process which largelypromote the applying of Chinese-English CS as the publicizing strategy. In all, fromlinguistic perspective, a wholly new point of view could be formed for a deeperunderstanding to its success and also the possible suggestions from this perspectivecould be provided for its even brighter future.As such a common but important language using phenomenon, CS has arousedgreat studying interests in many scholars both from foreign countries and China. Theyhave done a remarkable work in CS related researches such as on its definition,classification and motivation and so on.The study scope has been extended to many fields by many scholars. As for theforeign scholars, Clyne has done a study of German in Australia on the perspective oflanguage contact (Clyne, 1972); Muysken, P. has related government to CS and hasalso made great efforts in revealing the relationship between CS and grammaticaltheory (Muysken, P., 1995). As for the discussion of Chinese-English CS, the Chinesescholar contributed a lot, such as Chinese-English CS analysis in its appearing inEnglish teachers’ teaching process (Wang Lin, 2003); CS analysis in a specificliterature work (Shen Zhiqi, Li Yue’er, 2001); conversational functions ofChinese-English code-switching on EFL campus (Guo Linhua, 2008).
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1.2 Aims and Significance of the Research
The significance of the present research can be stated from the following aspects.First, it is out of the consideration to the current language use in China. With alarge amount of chances to contact the outside world, more and more Chinese citizens,especially young people, are pushed to learn a second even a third language for selfimprovement. English prestige is quite clear in the dynamic process of languagecontacting. It is the globalization tendency which has turned more and more Chineseinto bilinguals. Many researches have been done on languages used in online chatting,text-based discourse and in BBS. However, the ads, which also includeChinese-English CS phenomenon in the invented world, have not received muchattention as they should have. The present study could be a necessary supplementaryto the scope of CS research.Besides, as the most successful online commercial group in China, the formerresearches on taobao.com mainly focus on related strategies from e-commercialperspective rather than on linguistic perspective, which without doubt a curial aspectfor a deeper understanding for its success.Last but not the least, the present research owns its practical applications. Theinappropriate ads are specially analyzed in detail from language using aspect.Suggestions for possible improvements to the advisements’ performers are given forconsideration to reach a more valid propaganda effect.All in all, the significance of the study can be seen both on academic evaluationand practi本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。