| 摘要 | 第7-9页 |
| Abstract | 第9-11页 |
| Chapter 1 Introduction | 第12-20页 |
| 1.1 Research Background | 第12-14页 |
| 1.2 Purpose and Significance of the Study | 第14-16页 |
| 1.3 The Research Method | 第16-18页 |
| 1.4 Organization of the Thesis | 第18-20页 |
| Chapter 2 Literature Review | 第20-31页 |
| 2.1 Overview of Multimodal Discourse Analysis | 第20-22页 |
| 2.1.1 Definition of Multimodality and Multimodal Discourse Analysis | 第20-21页 |
| 2.1.2 Development of Multimodal Discourse Analysis | 第21-22页 |
| 2.2 Studies on the Advertising Discourse Analysis and PSA at Home and Abroad . | 第22-31页 |
| 2.2.1 Studies Abroad | 第23-26页 |
| 2.2.2 Studies at Home | 第26-31页 |
| Chapter 3 Theoretical Framework | 第31-41页 |
| 3.1 The Definition, Characteristics, Classification and Function of Public Service Advertisements | 第31-36页 |
| 3.1.1 Definition of PSA | 第31页 |
| 3.1.2 Characteristic of PSA | 第31-33页 |
| 3.1.3 Classification of PSA | 第33-34页 |
| 3.1.4 Function of PSA | 第34-36页 |
| 3.2 Kress & van Leeuwen’s Visual Grammar | 第36-39页 |
| 3.2.1 Representational Meaning | 第36-37页 |
| 3.2.2 Interactive Meaning | 第37-38页 |
| 3.2.3 Compositional Meaning | 第38-39页 |
| 3.3 Forceville & Urios-Aparisi’s Multimodal Metaphor | 第39-41页 |
| Chapter 4 Toward a Study of Discourse Analysis on Public Service Advertisements From the Integrative Perspective of VG and MM | 第41-94页 |
| 4.1 The Research of Multimodal Discourse Analysis on Public Service Advertisements in OBOR From the Perspective of VG and MM | 第41-51页 |
| 4.1.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in OBOR | 第41-46页 |
| 4.1.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in OBOR | 第46-49页 |
| 4.1.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in OBOR | 第49-51页 |
| 4.2 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Traditional Value From the Perspective of VG and MM | 第51-59页 |
| 4.2.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Accompanying Parents | 第51-56页 |
| 4.2.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Accompanying Parents | 第56-58页 |
| 4.2.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Accompanying Parents | 第58-59页 |
| 4.3 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Protecting Environment From the Perspective of VG and MM | 第59-67页 |
| 4.3.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Protecting Animals | 第60-64页 |
| 4.3.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Protecting Animals | 第64-66页 |
| 4.3.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Protecting Animals | 第66-67页 |
| 4.4 The Research of Multimodal Discourse Analysis on Public Service Advertisements in National Health From the Perspective of VG and MM | 第67-74页 |
| 4.4.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Smoking Ban | 第68-73页 |
| 4.4.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Smoking Ban | 第73-74页 |
| 4.4.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Smoking Ban | 第74页 |
| 4.5 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Anti-discrimination From the Perspective of VG and MM | 第74-84页 |
| 4.5.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Anti-discrimination | 第75-82页 |
| 4.5.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Anti-discrimination | 第82-83页 |
| 4.5.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Anti-discrimination | 第83-84页 |
| 4.6 The Research of Multimodal Discourse Analysis on Public Service Advertisements in Social Civilization From the Perspective of VG and MM | 第84-91页 |
| 4.6.1 The Characteristic and Function of Image Meaning on Public Service Advertisements in Caring for others | 第84-89页 |
| 4.6.2 The Characteristic and Function of Literal Meaning on Public Service Advertisements in Caring for others | 第89-90页 |
| 4.6.3 The Characteristic and Function of Sound Meaning on Public Service Advertisements in Caring for others | 第90-91页 |
| 4.7 The Interaction Among Three Modalities in Public Service Advertisements | 第91-94页 |
| Chapter 5 Conclusion | 第94-98页 |
| 5.1 Findings and Contributions of the Study | 第94-96页 |
| 5.2 Limitations and Suggestions | 第96-98页 |
| Bibliography | 第98-101页 |
| 攻读硕士学位期间所发表的学术论文 | 第101-103页 |
| Acknowledgements | 第103页 |
