| Acknowledgements | 第1-7页 |
| Abstract | 第7-9页 |
| 摘要 | 第9-11页 |
| List of Figures | 第11-12页 |
| List of Tables | 第12-13页 |
| Abbreviations | 第13-14页 |
| Chapter 1 Introduction | 第14-19页 |
| ·The rationale of this study | 第14-16页 |
| ·Objectives and significance of the study | 第16-17页 |
| ·Research questions | 第17页 |
| ·Data and methodology | 第17-18页 |
| ·Structure of the dissertation | 第18-19页 |
| Chapter 2 Literature Review | 第19-32页 |
| ·Introduction | 第19页 |
| ·Overview of public service advertising | 第19-24页 |
| ·Definition of PSA | 第19-20页 |
| ·Development of PSA | 第20-22页 |
| ·Classification of PSA | 第22-24页 |
| ·Advertisement publisher perspective | 第22页 |
| ·Media perspective | 第22-23页 |
| ·Subject matter and content perspective | 第23页 |
| ·Advertising appeal perspective | 第23-24页 |
| ·Previous studies on advertising and public service advertising | 第24-28页 |
| ·Studies from linguistic perspective | 第24-26页 |
| ·Studies from semiotic perspective | 第26页 |
| ·Studies from psychological perspective | 第26-28页 |
| ·Multimodal discourse analysis | 第28-31页 |
| ·Multimodality | 第28-29页 |
| ·Multimodal discourse and multimodal discourse analysis | 第29-31页 |
| ·Summary | 第31-32页 |
| Chapter 3 Theoretical Framework | 第32-45页 |
| ·Introduction | 第32页 |
| ·Some basic tenets of Systemic Functional Linguistics | 第32-34页 |
| ·Language as social semiotic | 第32-33页 |
| ·Three Metafunctions of Systemic Functional Grammar | 第33-34页 |
| ·The semantic system of APPRAISAL within SFL | 第34-40页 |
| ·Attitude | 第36-38页 |
| ·Engagement | 第38页 |
| ·Graduation | 第38-39页 |
| ·The prosodic structural realizations of interpersonal meaning | 第39-40页 |
| ·Systemic functional semiotic approach to visual communication | 第40-45页 |
| ·Contact | 第41-42页 |
| ·Social distance | 第42页 |
| ·Attitude | 第42-43页 |
| ·A proposed model for analysis | 第43-45页 |
| Chapter 4 ATTITUDE in Public Service Advertising | 第45-66页 |
| ·Introduction | 第45页 |
| ·Background | 第45-47页 |
| ·Verbiage-image relations | 第45-46页 |
| ·Inscribed and invoked ATTITUDE in language | 第46页 |
| ·Inscribed and invoked ATTITUDE in visual image | 第46-47页 |
| ·Inscribed and invoked positive ATTITUDE in PSA of sympathetic appeal | 第47-55页 |
| ·Co-instantiation in encoding positive ATTTUDE with inscribed and invoked realizations | 第48-52页 |
| ·Complementarity in encoding positive ATTTUDE through inscribed and invoked realizations | 第52-55页 |
| ·Inscribed and invoked negative ATTITUDE in PSA of fear appeal | 第55-65页 |
| ·Co-instantiation in encoding negative ATTTUDE with inscribed and invoked realizations | 第55-60页 |
| ·Complementarity in encoding negative ATTTUDE with inscribed and invoked realizations | 第60-65页 |
| ·Summary | 第65-66页 |
| Chapter 5 Conclusions and Suggestions | 第66-72页 |
| ·Introduction | 第66页 |
| ·Findings of the present study | 第66-68页 |
| ·Implications of the findings | 第68-70页 |
| ·Limitations of the present study and suggestions for the future research | 第70-71页 |
| ·Concluding remarks | 第71-72页 |
| Bibliography | 第72-78页 |
| Appendixes | 第78-85页 |
