| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-8页 |
| 摘要 | 第9-14页 |
| LIST OF ABBREVIATIONS | 第14-17页 |
| CHAPTER ONE INTRODUCTION | 第17-23页 |
| 1.1 Research Background | 第17-18页 |
| 1.2 Rationale | 第18-19页 |
| 1.3 Research Questions | 第19-20页 |
| 1.4 Research Significance | 第20-21页 |
| 1.5 Organization of the Thesis | 第21-23页 |
| CHAPTER TWO LITERATURE REVIEW | 第23-31页 |
| 2.1 Previous Studies on Multimodal Discourse Analysis (MDA) | 第23-26页 |
| 2.1.1 The Definition of Multimodality and Multimodal Discourse | 第23-24页 |
| 2.1.2 Previous Studies on MDA | 第24-26页 |
| 2.2 Previous Studies on Advertising Discourse Analysis(ADA) | 第26-27页 |
| 2.3 Previous Studies on Image-verbiage Relations | 第27-29页 |
| 2.4 Summary | 第29-31页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第31-51页 |
| 3.1 Systemic Functional Grammar(SFG) | 第31-37页 |
| 3.1.1 Ideational Function | 第31-32页 |
| 3.1.2 Interpersonal Function | 第32-37页 |
| 3.2 Visual Grammar(VG) | 第37-45页 |
| 3.2.1 Representational Meaning | 第37-40页 |
| 3.2.2 Interactive Meaning | 第40-45页 |
| 3.3 System for Image-text Relations | 第45-47页 |
| 3.4 Theoretical Framework of the Thesis | 第47-48页 |
| 3.5 Data Collection and Research Methods | 第48-49页 |
| 3.6 Research Procedure | 第49-51页 |
| CHAPTER FOUR IDEATIONAL AND REPRESENTATIONAL MEANINGS INWECHAT ADVERTISEMENT | 第51-69页 |
| 4.1 Multimodal Analysis of ZMC Sunscreen Emulsion Ad | 第51-56页 |
| 4.1.1 Ideational Meaning of Verbal Text | 第52-54页 |
| 4.1.2 Representational Meaning of Visual Image | 第54-55页 |
| 4.1.3 Synergy and Relation of Image and Text | 第55-56页 |
| 4.2 Multimodal Analysis of ANGEL CHARM Skin Toner Ad | 第56-62页 |
| 4.2.1 Ideational Meaning of Verbal Text | 第57-59页 |
| 4.2.2 Representational Meaning of Visual Image | 第59-60页 |
| 4.2.3 Synergy and Relation of Image and Text | 第60-62页 |
| 4.3 Multimodal Analysis of“Qin Ran”Washing Sheets Ad | 第62-67页 |
| 4.3.1 Ideational Meaning of Verbal Text | 第63-65页 |
| 4.3.2 Representational Meaning of Visual Image | 第65-66页 |
| 4.3.3 Synergy and Relation of Image and Text | 第66-67页 |
| 4.4 Summary | 第67-69页 |
| CHAPTER FIVE INTERPERSONAL AND INTERACTIVE MEANINGS INWECHAT ADVERTISEMENT | 第69-85页 |
| 5.1 Multimodal Analysis of“Dailaimei”Facial Mask Ad | 第69-74页 |
| 5.1.1 Interpersonal Meaning of Verbal Text | 第70-71页 |
| 5.1.2 Interactive Meaning of Visual Image | 第71-73页 |
| 5.1.3 Synergy and Relation of Image and Text | 第73-74页 |
| 5.2 Multimodal Analysis of“SIBU”Recruiting Agent Ad | 第74-78页 |
| 5.2.1 Interpersonal Meaning of Verbal Text | 第75-76页 |
| 5.2.2 Interactive Meaning of Visual Image | 第76-77页 |
| 5.2.3 Synergy and Relation of Image and Text | 第77-78页 |
| 5.3 Multimodal Analysis of White Kidney Bean Solid Drink Ad | 第78-82页 |
| 5.3.1 Interpersonal Meaning of Verbal Text | 第79-80页 |
| 5.3.2 Interactive Meaning of Visual Image | 第80-81页 |
| 5.3.3 Synergy and Relation of Image and Text | 第81-82页 |
| 5.4 Summary | 第82-85页 |
| CHAPTER SIX EFFECTS OF MULTIMODALITY ON WECHATADVERTISEMENT | 第85-99页 |
| 6.1 Design of the Questionnaire | 第85-86页 |
| 6.2 Results and Discussion | 第86-96页 |
| 6.3 Enlightenment for Designing We Chat Advertisement | 第96-99页 |
| CHAPTER SEVEN CONCLUSION | 第99-103页 |
| 7.1 Major Findings of the Study | 第99-102页 |
| 7.2 Limitations and Suggestions for Future Study | 第102-103页 |
| REFERENCES | 第103-109页 |
| APPENDIX | 第109-112页 |
