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Chapter 1 Introduction

1.1 Background
As is known, China is a monolingual country where mandarin Chinese is consideredas the standard publishing language. However, these years as the high frequency ofcommunication with the outside world, Chinese-English code-switching has been thenoticeable phenomenon which is ever-changing, especially in publishing works of fashion,this phenomenon is in blossom with increasing size, which displays part of languagechange and development, inspiring the design of this thesis.To begin with, all the data is from some fashionable magazines circulated in recenttwo years. On one hand, fashion magazines are closely following the steps of society,culture and language which are endowed with the mark of times; on the other hand, fashionmagazines are mostly confined to certain groups like white-collar ladies, persons involvedin fashion careers, and some office clients, who share the common characteristics ofowning literal knowledge, ability of grasping changes and willingness of acceptingdevelopment.Then, the discourses in fashion magazines are edited with care and logic which arealways lacked in conversations, which ensures the occurrence of Chinese-Englishcode-switching is reasonable and meaningful in sentences rather than the random ofapplication of that. In another word, fashion magazines provide a series of abundant andeffective data.Finally, to some extent, the popularity of fashion magazines is greatly owed to theway of persuasion, which involves various strategies. In evidence, Chinese-Englishcode-switching has been a high-frequent strategy to exemplify the language charm offashion magazines. On one hand, it is easy to attract readers’ attention; on the other hand,the striking and distinguished description of the products together with those appealingpictures persuades the readers’ willing to have a try encouragingly.
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1.2 Objectives
According to the previous studies on code-switching, it is clear that code-switchinghas its own theoretical foundation which provides effective and reasonable basis for thisthesis. So this thesis is to be revolved on the assumption that there are certain and frequentpatterns of Chinese-English code-switching appearing in fashion discourses, and thosecode-switching patterns must possess different features in various respects, following thedesigned motivations. Three research questions are designed to fill the objectives of thestudy.Research Questions:
1. What types of Chinese-English code-switching are frequently employed in thediscourse of fashion magazines?
2. What are the features of Chinese-English code-switching in the discourse offashion magazines?
3. What are the functions of Chinese-English code-switching in the discourse offashion magazines?
This thesis is supposed to be descriptive in approach, concerning categorization,synthesis and induction of data related to code-switching, which is designed to have thegeneralization of characteristics of code-switching between Chinese and English. In termsof methodology, it is the combination of quantitative and qualitative study. Three kinds offashion magazines-Bazaar, ViVi and Rayli, altogether 30 circulations, are to be taken intoaccount.
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Chapter 2 literature review

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