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基于多模态话语分析的美国公益广告研究

ACKNOWLEDGEMENTS第4-5页
ABSTRACT第5页
摘要第6-9页
Chapter One: Introduction第9-13页
    1.1 Research Background第9-10页
    1.2 Purpose and Significance of the Study第10-11页
    1.3 Organization of the Thesis第11-13页
Chapter Two: Literature Review第13-26页
    2.1 Studies on Advertising Discourse第13-20页
        2.1.1 A Brief Introduction to Advertisement第13-14页
        2.1.2 The Previous Studies on Advertising Discourse from Abroad第14-18页
        2.1.3 The Previous Studies on Advertising Discourse at Home第18-20页
    2.2 Studies on Public Service Advertising第20-23页
        2.2.1 A Brief Introduction to PSA第20-21页
        2.2.2 The Previous Studies on PSA Abroad第21-22页
        2.2.3 The Previous Studies on PSA at Home第22-23页
    2.3 Summary第23-26页
Chapter Three: Theoretical Framework and Methodology第26-40页
    3.1 The Multimodal Discourse Analysis第26-30页
        3.1.1 The Introduction to MDA第26-28页
        3.1.2 The Background of MDA第28-30页
    3.2 The Theoretical Foundations第30-37页
        3.2.1 The Theoretical Framework of MDA第31-32页
        3.2.2 Visual Grammar第32-37页
    3.3 Data Collection第37-38页
    3.4 Transcription Methodology第38-40页
Chapter Four: The MDA Study of American PSAs第40-67页
    4.1 The Analysis of Visual Resources第40-51页
        4.1.1 The Representational Meaning of Image第40-45页
        4.1.2 The Interactive Meaning of Image第45-49页
        4.1.3 The Compositional Meaning of Image第49-51页
    4.2 The Analysis of Verbal Resources第51-54页
        4.2.1 Mood System第52-53页
        4.2.2 Modality System第53-54页
        4.2.3 Person System第54页
    4.3 Modes in PSAs and Their Relationships第54-56页
    4.4 A Case Study of American Video PSA: Saved by the Scan第56-67页
        4.4.1 The Generic Structure and Transcription第56-60页
        4.4.2 The Analysis of Visual Modes第60-64页
        4.4.3 The Analysis of Auditory Modes第64-65页
        4.4.4 The Relationship between Modes第65-67页
Chapter Five: Conclusion第67-71页
    5.1 Major Findings第67-69页
    5.2 Limitations and Further Research Suggestions第69-71页
BIBLIOGRAPHY第71-74页
APPENDIX: American PSAs第74-78页
PUBLICATIONS第78-79页

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