作者：王腾飞
　　【Abstract】This paper is aimed to compare the linguistic practice in advertisements of women fashion industry in Mainland China and Hong Kong， in terms of the patterns，， forms and functions of language mixing.
　　【Key words】Multilingual Mix； Women Fashion Industry Advertising； Hong Kong； China
　　【作者簡介】王腾飞，中国海洋大学。
　　Nowadays， a lot of researches pay their attention to language mixing on western media. But they hardly ever focus on the ads of English mixed with Chinese in mainland China. There are actually seldom authoritative descriptions about the situation of ads with code-mixing in the context of Mainland China. While， Hong Kong， as an international area of Asian， a great variety of multilingual mixing ads has been researched by scholars from the national functionalist perspective， the local and global point of views （Wu & Chan， 2007） and so on. This paper is aimed to compare the linguistic practice in advertisements of women fashion industry in Mainland China and Hong Kong， attempting to apply a comparative study of the two regions and to exam the up-to-date multi-linguistic phenomena.
　　The language features in advertisements
　　The language in advertisements， have its particular features， except for borrowings and loanwords， multiple codes are prevalent connected to the trend of globalization. Multilingualism has started to become a major phenomenon in the language of advertising and will undoubtedly continue to expand （Piller， 2003）. One important reason is that English has become a non-national language and has been applied in many non-English-speaking countries to indicate a social stereotype.
　　Piller （2003） summarized， no matter whether the target customer can grasp the meaning of a foreign form or not， people will be able to identify the form as belonging to a particular language， and they can transfer the ethno-cultural stereotype about the group most frequently associated with that language onto the product.
　　Methodology
　　Framework of Analysis
　　A content analysis is conducted to study the language mix features in advertisements in fashion magazines based on both Hong Kong and mainland China. The study aims to research the patterns of language mix， the form or level of mixture and the function of each language or variety when mixing with others in both regions.
　　The method of language function classification from Wu and Chan （2007） is borrowed in this study. The function of language is classified into “informational” function and “involvement” function. According to Wu and Chan （2007）， “‘informational’ function refers to the function of language in providing or presenting information.” Language used for generally product introduction or ingredient statement may be included in applying“informational” function. And “‘Involvement function refers to the affective function of language which is beyond providing or presenting information”. Language used for arousing emotional effects or asking for actions may apply the “involvement” function. Although the design of advertising text or typeface and product package may also affect people’s minds， we only focus on the meaning of language and exam the function of language context in this study.