摘要：随着各类企业的繁荣发展，广告已成为人们生活中随处可见的一个元素。广告的形式多种多样，有文字、图片、视频等，其中最常用的便是文字。而在文字为主要呈现形式的广告中，语码转换又是很常见的一种增加广告创意的手段。自上世纪70年代以来，语言学家对语码转换进行了大量研究并取得了较多成果，但他们的研究大多从某一角度出发。本文将依据维索尔伦的顺应论，通过列举并分析网页、报刊、杂志中出现的英语广告语以研究语码转换的特征并阐述语码转换对语言、社会及心理等因素的顺应，旨在从多个角度出发，更加全面系统地分析语码转换现象的规律及本质。本研究发现语码转换是一种常见的交际策略，而常见的语码转换分为两类：句内语码转换、句际语码转换。广告语中的语码转换通过对语言现实、社会规约和心理动机的顺应从而满足广告撰写者预期的交际需求进而达到扩大宣传的效果。希望本文能够为广告语中语码转换现象的研究提供一个新的思路或方向。

关键词：英语广告；句内语码转换；句际语码转换；顺应论；顺应性

TABLE OF CONTENTS

摘要

ABSTRACT

Chapter One Introduction-1

Chapter Two Theoretical Background-4

2.1 A brief introduction to Adaptation Theory-4

-2.1.1 Pragmantics as a perspective-4

-2.1.2 Verschueren's Adaptation Theory-4

2.2 An introduction to code-switching-6

-2.2.1 Code-switching as a process of choice making-6

-2.2.2 Code-switching as a strategy of adaptation-7

Chapter Three The Features of Code-switching in English advertisements-8

3.1 Intra-sentential code-switching-8

-3.1.1 Lexical code-switching-8

-3.1.2 Phrasal code-switching-9

3.2 Inter-sentential code-switching-10

-3.2.1 Insertional code-switching-10

-3.2.2 Alternational code-switching-11

-3.2.3 Diglossia code-switching-12

Chapter Four Code-switching and Adaptation in English Advertisements-13

4.1 Code-switching as adaptation to the linguistic reality-13

4.2 Code-switching as adaptation to the social conventions-16

4.3 Code-switching as adaptation to the psychological motivations-18

-4.3.1 Code-switching as the strategy of  facility and economy-18

-4.3.2 Code-switching as the strategy of emphasis-19

-4.3.3 Code-switching as the strategy of targeting consumers-20

-4.3.4 Code-switching as the strategy of decoration-21

Chapter Five Conclusion-23

REFERENCES-25

ACKNOWLEDGEMENTS-26