| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-13页 |
| Chapter 1 Introduction | 第13-17页 |
| ·Background of the Research | 第13-14页 |
| ·Objectives and Significance of the Research | 第14-15页 |
| ·Collection of the Data | 第15页 |
| ·Organization of the Thesis | 第15-17页 |
| Chapter 2 Literature Review | 第17-25页 |
| ·Multimodal Discourse and Multimodal Discourse Analysis | 第17-20页 |
| ·Multimodality and Multimodal Discourse | 第17-18页 |
| ·Multimodal Discourse Analysis | 第18-20页 |
| ·Previous Studies of Public Service Advertisements | 第20-24页 |
| ·The Definition of PSAs | 第20-21页 |
| ·Previous Studies on PSAs at Home and Abroad | 第21-24页 |
| ·Summary | 第24-25页 |
| Chapter 3 Theoretical Foundation for the Present Study | 第25-31页 |
| ·Visual Grammar of Compositional Meaning | 第25-28页 |
| ·Framework of Compositional Inter-semiotic Complementarity | 第28-30页 |
| ·Summary | 第30-31页 |
| Chapter 4 A Multimodal Contrastive Analysis of Image Meaning in Chinese and English PSAs | 第31-44页 |
| ·Information Value | 第31-35页 |
| ·Salience | 第35-38页 |
| ·Framing | 第38-41页 |
| ·Similarities and Differences in Construction of Compositional Meaning | 第41-43页 |
| ·Summary | 第43-44页 |
| Chapter 5 A Multimodal Contrastive Analysis of Inter-semiotic Complementarity in Chinese and English PSAs | 第44-61页 |
| ·Information Valuation on the Page | 第44-48页 |
| ·Salience on the Page | 第48-51页 |
| ·Degrees of Framing of Elements on the Page | 第51-55页 |
| ·Potential Reading Paths | 第55-58页 |
| ·Similarities and Differences in Inter-semiotic Complementarity | 第58-59页 |
| ·Summary | 第59-61页 |
| Chapter 6 Reasons for the Differences in Compositional Meaning between Chinese and English PSAs | 第61-66页 |
| ·Time Orientation | 第61-62页 |
| ·Collectivism vs. Individualism | 第62-64页 |
| ·Implication vs. Directness | 第64-65页 |
| ·Summary | 第65-66页 |
| Chapter 7 Conclusion | 第66-70页 |
| ·Major Findings | 第66-68页 |
| ·Limitations in the Present Study | 第68-69页 |
| ·Suggestions for Future Research | 第69-70页 |
| Bibliography | 第70-73页 |
| Appendix A | 第73-74页 |
| Appendix B | 第74-78页 |
| Appendix C | 第78-80页 |
