| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Acknowledgements | 第7-12页 |
| Chapter One Introduction | 第12-17页 |
| 1.1 Research Background of the Study | 第12-13页 |
| 1.2 Objectives and Motivation of the Study | 第13-15页 |
| 1.3 Data Collection and Methodology of the Study | 第15页 |
| 1.4 Layout of the Study | 第15-17页 |
| Chapter Two Literature Review | 第17-34页 |
| 2.1 Definition of Chinese TV Public Service Advertisements | 第17-18页 |
| 2.2 Classification and Functions of Chinese TV Public Service Advertisements | 第18-22页 |
| 2.3 Previous Studies of Chinese TV Public Service Advertisements | 第22-23页 |
| 2.4 Previous Approaches to Chinese TV Public Service Avertisements | 第23-32页 |
| 2.4.1 Multiple Discourse Analysis Based on Systematic Functional Linguistics | 第25-28页 |
| 2.4.2 Multimodal Metaphor Based on Cognitive Linguistics | 第28-32页 |
| 2.5 Gaps of Previous Studies | 第32-34页 |
| Chapter Three Theoretical Foundation | 第34-50页 |
| 3.1 Positive Discourse Analysis | 第34-38页 |
| 3.1.1 An Introduction to PDA | 第35-36页 |
| 3.1.2 Approaches of PDA | 第36-37页 |
| 3.1.3 The development of PDA in China | 第37-38页 |
| 3.2 Appraisal Theory | 第38-48页 |
| 3.2.1 Attitude System | 第39-44页 |
| 3.2.2 Engagement System | 第44-46页 |
| 3.2.3 Graduation System | 第46-48页 |
| 3.3 A Framework of Studying the Selected TV Public Service Advertisements | 第48页 |
| 3.4 Summary | 第48-50页 |
| Chapter Four Data Analysis and Discussion | 第50-76页 |
| 4.1 PDA of the Selected Chinese TV Public Service Advertisements: Attitude System Perspective | 第52-70页 |
| 4.1.1 Affective Meaning | 第53-58页 |
| 4.1.2 Judgemental Meaning | 第58-64页 |
| 4.1.3 Appreciative Meaning | 第64-69页 |
| 4.1.4 Summary | 第69-70页 |
| 4.2 PDA of the Selected Chinese TV Public Service Advertisements: Engagement System Perspective | 第70-73页 |
| 4.2.1 Monogloss in the TV Public Service Advertisements | 第70-71页 |
| 4.2.2 Heterogloss in the TV Public Service Advertisements | 第71-72页 |
| 4.2.3 Summary | 第72-73页 |
| 4.3 PDA of the Selected Chinese TV Public Service Advertisements: Graduation System Perspective | 第73-74页 |
| 4.4 Summary | 第74-76页 |
| Chapter Five Conclusion | 第76-80页 |
| 5.1 Major Findings | 第76-77页 |
| 5.2 Limitations of the Thesis | 第77-78页 |
| 5.3 Suggestions for Further Study | 第78-80页 |
| References | 第80-83页 |
| Appendix | 第83-91页 |
