| ACKNOWLEDGEMENTS | 第1-5页 |
| ABSTRACT | 第5-7页 |
| 摘要 | 第7-14页 |
| Chapter One INTRODUCTION | 第14-21页 |
| ·The Background of This Study | 第14-15页 |
| ·The Research Subject | 第15-16页 |
| ·The Problems to be Solved | 第16页 |
| ·Research Methodology and Data Collection | 第16-18页 |
| ·The Theoretical and Practical Significance | 第18-19页 |
| ·The Organization of the Thesis | 第19-21页 |
| Chapter Two LITERATURE REVIEW | 第21-29页 |
| ·Relevant Terms Defined | 第21-23页 |
| ·"Mode" and "medium" | 第21-22页 |
| ·Multimodality and multimodal discourse | 第22-23页 |
| ·Previous Researches on MDA | 第23-26页 |
| ·Previous researches on MDA from abroad | 第23-25页 |
| ·Previous researches on MDA in China | 第25-26页 |
| ·Previous Researches in Print Advertisements | 第26-27页 |
| ·A Summary | 第27-29页 |
| Chapter Three THE THEORETICAL BASIS AND THE CONCEPTUAL FRAMEWORK | 第29-43页 |
| ·Halliday's SFG and Social Semiotic Thought | 第29-30页 |
| ·Kress and Van Leeuwen's VG | 第30-41页 |
| ·Representational meaning of image | 第30-35页 |
| ·The interactive meaning of image | 第35-40页 |
| ·The compositional meaning | 第40-41页 |
| ·Conceptual Framework of the Study | 第41-43页 |
| Chapter Four A MULTIMODAL DISCOURSE ANALYSIS OF THE"LARGE FRUITGRANULES YOGHURT" AD | 第43-62页 |
| ·The "Large Fruit Granules" Yoghurt Ad | 第43-45页 |
| ·The Structure of the Ad | 第45-47页 |
| ·The Elements of Chinese Culture in the Sample | 第47-48页 |
| ·Chinese culture about fashion realized in the ad | 第47-48页 |
| ·The feature of Chinese commercial culture realized in the ad | 第48页 |
| ·An Analysis of Multimodal Meaning Construction in the "Large Fruit Granules" Yoghur Ad | 第48-58页 |
| ·An analysis of the image in the ad | 第48-56页 |
| ·Analysis of the meaning of the verbal text | 第56-58页 |
| ·The cooperation between visual and verbal elements | 第58-62页 |
| Chapter Five THE READERS' INTERPRETATION OF THE "LARGE FRUITGRANULES" YOGHURT AD | 第62-74页 |
| ·The Design of the Questionnaire | 第62-68页 |
| ·The Participants | 第68-69页 |
| ·Analysis of the Responses and the Results | 第69-74页 |
| Chapter Six CONCLUSION | 第74-77页 |
| ·Major Findings | 第74-75页 |
| ·Innovative Aspects of the Study | 第75页 |
| ·Limitations and Suggestions for Further Study | 第75-77页 |
| REFERENCES | 第77-81页 |
| Appendix | 第81-86页 |
