| Acknowledgements | 第1-6页 |
| Abstract | 第6-8页 |
| 摘要 | 第8-9页 |
| Contents | 第9-11页 |
| List of Tables | 第11-12页 |
| List of Figures | 第12-13页 |
| List of Abbreviations | 第13-14页 |
| Chapter One Introduction | 第14-19页 |
| ·The Background and Purpose of the Study | 第14-16页 |
| ·The Significance of the Study | 第16-17页 |
| ·Methodology and Data Collection | 第17-18页 |
| ·Structure of the Thesis | 第18-19页 |
| Chapter Two Literature Review | 第19-29页 |
| ·Overview of Multimodal Discourse Analysis | 第19-27页 |
| ·Definition of Modality and Multimodality | 第19-22页 |
| ·Previous Studies on Multimodal Discourse Analysis | 第22-27页 |
| ·The Perspective of Interactive Sociology | 第22-23页 |
| ·The Perspective of Cognition | 第23-24页 |
| ·The Perspective of Halliday’ Social Semiotics and Systemic Functional Theory | 第24-27页 |
| ·Overview of Advertising Discourse Analysis | 第27-29页 |
| Chapter Three Theoretical Foundations of the Study | 第29-57页 |
| ·Theories and Frameworks of Multimodal Discourse Transcription | 第29-39页 |
| ·Thibault and Baldry’s Framework (2000, 2004) | 第30-33页 |
| ·O’Halloran’s Framework (2004a) | 第33-38页 |
| ·A Proposed Multimodal Transcription Framework | 第38-39页 |
| ·Theories and Frameworks of Multimodal Discourse Analysis | 第39-57页 |
| ·Visual Grammar (Kress &Van Leeuwen 1996) | 第40-46页 |
| ·The Representational Meaning | 第40-42页 |
| ·The Interactive Meaning | 第42-45页 |
| ·The Compositional Meaning | 第45-46页 |
| ·Visual Semantics Stratum (O’Halloran&Lim 2009) | 第46-52页 |
| ·Integrative Multi-Semiotic Model (IMM) of Multimodal Discourse Analysis. | 第52-57页 |
| Chapter Four Obama’s Presidential Identity: Multimodal Discourse Analysis of Obama’s TV Campaign Advertisement | 第57-80页 |
| ·Multimodal Discourse Analysis of Obama’s Attack Advertisement Entitled “Rearview Mirror” | 第58-77页 |
| ·Multimodal Discourse Transcription on the Expression Plane | 第59-62页 |
| ·Metafunctional Analysis on the Content Plane | 第62-76页 |
| ·Ideational Metafunction of Visual Image and Verbal Language | 第62-67页 |
| ·Interpersonal Metafunction of Visual Image and Verbal Language | 第67-72页 |
| ·Textual Metafunction of Visual Image and Verbal Language | 第72-74页 |
| ·Integration of Visual Image and Verbal Language on the Content Plane | 第74-76页 |
| ·Analysis of Ideologies Observed on the Context Plane | 第76-77页 |
| ·Brief Analysis of Obama’s Presidential Identity in Obama’s TV Campaign Advertisements | 第77-80页 |
| Chapter Five Conclusion | 第80-83页 |
| ·Major Findings of the Present Study | 第80-81页 |
| ·Limitations and Suggestions for Further Studies | 第81-83页 |
| References | 第83-88页 |
| Appendixs | 第88-89页 |
| Publications | 第89页 |
