Abstract

As globalization further develops, the frequent language contact has increased the number of people who are bilingual or multilingual. In bilingual communities, a great deal of switching back and forth from one language to another one may be observed. A lot of scholars have focused on the study of code-switching since 1970s and have made excellent achievements. However, there are rare researches on code-switching from the perspective of pragmatics.

Advertisement, as a special means of expression in the commercial activities, has a growing influence on our life. The blooming advertising industry will definitely result in the emergence and development of code-switching. The thesis chooses advertising language as the subject, trying to analyze code-switching from the perspective of the theory of Verschueren’s Linguistic Adaptation Theory and reveals the types of code-switching in advertising and its pragmatic functions. It lists the adaptability of code-switching in advertising, which can direct the advertising design and enlighten readers' understanding, thus providing a new perspective of code-switching for the future research.

Keywords: advertising; code-switching; adaptability; linguistic adaptation

Contents

Abstract

摘要

1. Introduction.5

2. Literature review.6

2.1 The researches on code-switching at home and abroad6

3. Theoretical Framework9

3.1 Verschueren's Adaptation Theory9

4．The Applications of Code-switching in Advertisements10

4.1 Adaptation to consumer’s psychological satisfaction 10

4.2 Adaptation to brand building.11

4.3 Adaptation to conciseness .12

4.4 Adaptation to distinguishable effect.12

4.5 Adaptation to euphemism13

4.6 Adaptation to creativity or imagination.13

4.7 Inappropriate applications of code-switching and resolution14

5. Conclusion14

Works Cited.16