| 中文摘要 | 第3-4页 |
| Abstract | 第4页 |
| List of Figures | 第9-11页 |
| List of Tables | 第11-12页 |
| List of Abbreviations | 第12-13页 |
| Chapter 1 Introduction | 第13-18页 |
| 1.1 Research Background | 第13-14页 |
| 1.2 The Purpose of the Research | 第14-15页 |
| 1.3 Research Questions | 第15-16页 |
| 1.4 Organization of the Thesis | 第16-18页 |
| Chapter 2 Literature Review | 第18-36页 |
| 2.1 Overview of Multimodal Discourse Analysis | 第18-30页 |
| 2.1.1 Introduction | 第18页 |
| 2.1.2 Technological Change and Multimodality | 第18-19页 |
| 2.1.3 Mode and Modality | 第19页 |
| 2.1.4 Definition of Multimodality | 第19-21页 |
| 2.1.5 From Discourse Analysis to Multimodal Discourse Analysis | 第21-22页 |
| 2.1.6 Western Studies on MDA | 第22-28页 |
| 2.1.7 Domestic Studies on MDA | 第28-30页 |
| 2.2 Overview of Shop Window Discourse | 第30-35页 |
| 2.2.1 Feature of Display Space | 第30页 |
| 2.2.2 Definition of Shop Window | 第30-31页 |
| 2.2.3 The Design Layout of Shop Window | 第31-32页 |
| 2.2.4 The Development of Shop Window | 第32-34页 |
| 2.2.5 Semiotic Language in Shop Window | 第34-35页 |
| 2.3 Summary | 第35-36页 |
| Chapter 3 A Proposed Model for the Present Study | 第36-70页 |
| 3.1 Introduction | 第36页 |
| 3.2 The Theoretical Background | 第36-64页 |
| 3.2.1 Social Semiotic and SF Linguistics | 第36-37页 |
| 3.2.2 Rank and Stratification | 第37-39页 |
| 3.2.3 Visual Grammar by Kress and Van Leeuwen | 第39-49页 |
| 3.2.3.1 The Meaning of Image | 第39-44页 |
| 3.2.3.1.1 Representational Meaning | 第39-40页 |
| 3.2.3.1.2 Interactive Meaning | 第40-42页 |
| 3.2.3.1.3 Compositional Meaning | 第42-44页 |
| 3.2.3.2 The Modality Meaning of Image | 第44-49页 |
| 3.2.3.2.1 Meaning of color | 第45-46页 |
| 3.2.3.2.2 Modality Markers | 第46-48页 |
| 3.2.3.2.3 Coding Orientation | 第48-49页 |
| 3.2.4 Zhang Delu's Multi-Semiotic Framework (2009) | 第49-52页 |
| 3.2.5 O’Toole’s Framework (1994) | 第52-58页 |
| 3.2.6 Alias’Framework of Building (2004) | 第58-61页 |
| 3.2.7 Pang’s Framework of Exhibition (2004) | 第61-64页 |
| 3.3 A Proposed Model for the Present Study | 第64-67页 |
| 3.4 Research Design and Methodology | 第67-69页 |
| 3.4.1 Data collection | 第67-69页 |
| 3.4.2 A Qualitative Approach to Research Questions | 第69页 |
| 3.5 Summary | 第69-70页 |
| Chapter 4 Multimodal Discourse Analysis of Shop Window | 第70-127页 |
| 4.1 Introduction | 第70页 |
| 4.2 Analysis of Shop Window Beyond Discourse | 第70-77页 |
| 4.2.1 Analysis of Shop window from Context of Culture | 第70-75页 |
| 4.2.2 Analysis of Shop Window from Context of Register | 第75-76页 |
| 4.2.3 Three Matefunctions of Shop Window | 第76-77页 |
| 4.3 Multimodal Discourse Analysis from Rank Theory | 第77-110页 |
| 4.3.1 Introduction | 第77-78页 |
| 4.3.2 Analysis at the Rank of Area | 第78-91页 |
| 4.3.2.1 Representational Meaning of Area | 第78-84页 |
| 4.3.2.2 Interactive Meaning of Area | 第84-88页 |
| 4.3.2.3 Compositional Meaning of Area | 第88-91页 |
| 4.3.3 Analysis at the Rank of Background | 第91-96页 |
| 4.3.3.1 Representational Meaning of Background | 第91-94页 |
| 4.3.3.2 Interactive Meaning of Background | 第94-95页 |
| 4.3.3.3 Compositional Meaning of Background | 第95-96页 |
| 4.3.4 Analysis at the Rank of Displayed Object | 第96-104页 |
| 4.3.4.1 Representational Meaning of Displayed Object | 第96-97页 |
| 4.3.4.2 Interactive Meaning of Displayed Object | 第97-102页 |
| 4.3.4.3 Compositional Meaning of Displayed Object | 第102-104页 |
| 4.3.5 Analysis at the Rank of Prop | 第104-109页 |
| 4.3.5.1 Representational Meaning of Prop | 第104-106页 |
| 4.3.5.2 Interactive Meaning of Prop | 第106-108页 |
| 4.3.5.3 Compositional Meaning of Prop | 第108-109页 |
| 4.3.6 Analysis at the Rank of Lighting | 第109-110页 |
| 4.3.6.1 Representational Meaning of Lighting | 第109页 |
| 4.3.6.2 Interactive Meaning of Lighting | 第109-110页 |
| 4.3.6.3 Compositional Meaning of Lighting | 第110页 |
| 4.4 Synthetic Analysis of Interactive Meaning in Clothing Shop Window Discourse | 第110-127页 |
| 4.4.1 Case Study of Zara Shop Window Within the Proposed Model | 第110-117页 |
| 4.4.1.1 Analysis from the Culture | 第110-111页 |
| 4.4.1.2 Analysis at the Rank of Area | 第111-113页 |
| 4.4.1.3 Analysis at the Rank of Background | 第113-114页 |
| 4.4.1.4 Analysis at the Rank of Displayed Object | 第114-116页 |
| 4.4.1.5 Analysis at the Rank of Prop | 第116页 |
| 4.4.1.6 Analysis at the Rank of Lighting | 第116-117页 |
| 4.4.2 Case Study of Dior Shop Window Within the Proposed Model | 第117-123页 |
| 4.4.2.1 Interactive Meaning from Culture | 第117页 |
| 4.4.2.2 Interactive Meaning at the Rank of Area | 第117-119页 |
| 4.4.2.3 Interactive Meaning at the Rank of Background | 第119-120页 |
| 4.4.2.4 Interactive Meaning at the Rank of Displayed Object | 第120-122页 |
| 4.4.2.5 Interactive Meaning at the Rank of Prop | 第122页 |
| 4.4.2.6 Interactive Meaning at the Rank of Lighting | 第122-123页 |
| 4.4.3 Contrast Analysis of Two Cases | 第123-127页 |
| 4.4.3.1 Difference | 第123-125页 |
| 4.4.3.2 Similarity | 第125-127页 |
| Chapter 5 Conclusion | 第127-129页 |
| 5.1 Major Findings and Major Contributions of the Present Study | 第127-128页 |
| 5.2 Limitations and Suggestions for Future Studies | 第128-129页 |
| Bibliography | 第129-138页 |
| Acknowledgements | 第138页 |
