able studies of code-switching which are also quitesignificant for later studies.Code-switching is a common phenomenon in language contact. “Code” is aneutral term that refers to a particular dialect or language used by a person on anyoccasion. It’s a communication system used by two or more parties. Hence the mostimportant thing is how to choose the most appropriate code in a particular situation. Indaily communication, people are always faced with the choice of an appropriate codewhen they talk to others.Code-switching is the result of bilingualism and multilingualism, and itcommonly occurs when people convert one code to another. So it is a very commonphenomenon in language use. The phenomenon of code-switching is very commonand easy to be understood, but it is difficult to provide a consistent definition aboutcode-switching because different linguists put forward their own definitions ofcode-switching on the basis of their unique research and data resources.
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1.2 Previous Studies on Code-Switching
Code-switching is such a hot phenomenon, which has aroused considerableresearches of scholars both abroad and at home. In this part, a review of the previousstudies on code-switching by the domestic and foreign scholars will be made.The study of code-switching is a marginal subject in linguistics which only ahandful of scholars do it from the 1950s to 1960s. These scholars were aware ofbilingual transformation in conversations. Uriel Weinreich (1953) suggests that theideal bilinguals change their words from one language to another according to the appropriate situations. Einar Haugen and Uriel Weinreich are the representatives wholaid a theoretical foundation for the study of language contact. Haugen himself coinedthe term of codes-witching. It refers to the phenomenon that some completelydifferent words in another language are introduced to his own language in varioussituations by a bilingual. Code-switching is considered as “interference” in earlystudies of language contact. Labov considers code-switching as a puzzling problem.Myers Scotton didn’t realize code-switching is a special language phenomenon untilhe has worked for more than 10 years in African community in 1972.In the 1970s, some pioneering and classical publications are emerged which areconcerned with bilingual syntax in social linguistics. Therefore, code-switchinggradually becomes the research focus of many syntacticians, social linguists andpsychologists. Poplack is a famous representative in the field of syntax, and Blom &Gumperz are influential scholars in the field of social linguistics. Most scholarsmainly focus on the study of some specific restrictions of code-switching rather thanon the universality of it. In the1980s, scholars began to seek for a more universalrestriction on conversion of words. Most scholars, such as Gumperz and Heller (1988)suggest that code-switching should be considered as a kind of skilled behavior withsocial motivation. Besides that, Gumperz (1982) proposes six functions(specification,interjection; qualification, personalization and objectivization) of code-switching.This typology of functions opens up the possibility of examining code-switchingfunctions directly and provides a set of categories that can be employed in discussingthe relevant problems. Auer, P(1984) discusses the conversational functions ofcode-switching. Myers Scotton talks about the social motivations of code-switching.
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hapter Three Data Analysis and Discussion.....26
3.1 Characteristics of Code-Switching in Advertisements......26
3.2 Reasons for Using Code-Switching in Advertisements.... 33
3.2.1 Social Reasons........... 33
3.2.2 Psychological Reasons......35
3.3 Application of Relevance Theory to the Study..........39
3.3.1Advertisement is a K
