| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-8页 |
| List of Figures and Tables | 第8-9页 |
| Contents | 第9-12页 |
| Chapter One Introduction | 第12-18页 |
| ·Statement of the Problem | 第12-13页 |
| ·Environmental Protection and Environmental Advertisements | 第13-14页 |
| ·The Purpose and Significance of the Study | 第14-16页 |
| ·Methodology and Data Collection | 第16页 |
| ·Organization of the Thesis | 第16-18页 |
| Chapter Two Literature Review | 第18-27页 |
| ·Introduction | 第18页 |
| ·The Social Semiotic Approach to Multimodal Discourse | 第18-25页 |
| ·The Strengths and Limitations of Traditional Semiotic Text Analysis | 第18-20页 |
| ·Social Semiotics and the Visual Grammar of Kress and van Leeuwen | 第20-25页 |
| ·Halliday's Contributions to Social Semiotics | 第20-21页 |
| ·Visual Grammar | 第21-22页 |
| ·Studies on Word-image Relations | 第22-25页 |
| ·Advertising Discourse Analysis | 第25-26页 |
| ·Summary | 第26-27页 |
| Chapter Three The Social Semiotic Approach to the Multimodal Discourse of Environmental Advertisements | 第27-55页 |
| ·Introduction | 第27页 |
| ·Principles and the Framework of the Analysis | 第27-30页 |
| ·Principles of the Analysis | 第27-29页 |
| ·The Resource Integration Principle | 第27-29页 |
| ·The Meaning Compression Principle | 第29页 |
| ·An Overview of the Theoretical Framework of the Analysis | 第29-30页 |
| ·The Representational Meanings of EAs | 第30-39页 |
| ·Narrative Processes | 第32-36页 |
| ·Action Processes | 第32-33页 |
| ·Reactional Processes | 第33-35页 |
| ·Speech Process and Mental Process | 第35页 |
| ·Circumstances | 第35-36页 |
| ·Conceptual Processes | 第36-38页 |
| ·Classificational Processes | 第36-37页 |
| ·Analytical Processes | 第37-38页 |
| ·Symbolic Processes | 第38页 |
| ·Integration of Various Processes in a Visual Configuration | 第38-39页 |
| ·The Interactive Meaning of EAs | 第39-48页 |
| ·Visual Contact and the Interrelations between the Interactive Participants and the Represented Participants | 第40-41页 |
| ·Sizes of Frame,Social Distance and the Social Relations | 第41-43页 |
| ·Perspective,the Level of Involvement and Power Relations | 第43-45页 |
| ·Truthfulness and Modality | 第45-48页 |
| ·The Compositional Meaning of EAs | 第48-53页 |
| ·Information Value | 第49-52页 |
| ·Given and New:The Information Value of Left and Right | 第49-50页 |
| ·Ideal and Real:The Information Value of Top and Bottom | 第50-51页 |
| ·The Information Value of Center and Margin | 第51-52页 |
| ·Salience | 第52页 |
| ·Framing | 第52-53页 |
| ·Summary | 第53-55页 |
| Chapter Four Case Study | 第55-79页 |
| ·Introduction | 第55页 |
| ·"It's not my problem" Ad by Nature Conservancy | 第55-67页 |
| ·Representational Meanings of the Visual and the Verbal | 第57-60页 |
| ·Representation in the Image | 第57-58页 |
| ·Ideational Meanings of the Verbal Component | 第58-59页 |
| ·The Synergy between the Visual and the Verbal in Representing Social Reality | 第59-60页 |
| ·Interpersonal Meanings of the Visual and the Verbal | 第60-64页 |
| ·Interaction in the Image | 第60-62页 |
| ·Interpersonal Meanings of the Verbal | 第62-63页 |
| ·Involvement in the Interaction and Attitudinal Dissonance | 第63-64页 |
| ·Compositional Meanings of the Visual and the Verbal | 第64-67页 |
| ·"Love of the Earth" by Taibei Environment Protection Agency | 第67-77页 |
| ·Inter-semiotic Representational Complementarity | 第69-71页 |
| ·Inter-semiotic Interpersonal Complementarity | 第71-75页 |
| ·Inter-semiotic Compositional Complementarity | 第75-77页 |
| ·Summary | 第77-79页 |
| Chapter Five Conclusion | 第79-81页 |
| ·A Summary of Major Findings | 第79-80页 |
| ·Limitations of the study | 第80-81页 |
| Bibliography | 第81-86页 |
| 在校期间的研究成果及发表的学术论文 | 第86页 |
