| 摘要 | 第5-7页 |
| Abstract | 第7-8页 |
| Chapter 1 Introduction | 第11-15页 |
| 1.1 Background of the Present Study | 第11-12页 |
| 1.2 Necessity and significance of the Present Study | 第12-13页 |
| 1.3 Research Questions and Methodology | 第13-14页 |
| 1.4 Layout of the Thesis | 第14-15页 |
| Chapter 2 Literature Review | 第15-24页 |
| 2.1 Overview of Multimodal Discourse Analysis (MDA) | 第15-21页 |
| 2.1.1 Development from Mono-Modality to Multimodality | 第15-16页 |
| 2.1.2 Definition of Multimodality and Multimodal Discourse | 第16-17页 |
| 2.1.3 Previous Studies of Multimodal Discourse Analysis at Home andAbroad | 第17-21页 |
| 2.2 Overview of Advertising Discourse Analysis | 第21-24页 |
| 2.2.1 Introduction to Public Service Advertisements (PSA) | 第21-22页 |
| 2.2.2 Previous Studies of Advertising Discourse at Home and Abroad | 第22-23页 |
| 2.2.3 Previous Studies of Public Service Advertisements at Home and Abroad | 第23-24页 |
| Chapter 3 Theoretical Framework of the Present Study | 第24-33页 |
| 3.1 Theoretical Framework of Multimodal Discourse Analysis | 第24-31页 |
| 3.1.1 Halliday's Systemic Functional Grammar | 第24-27页 |
| 3.1.2 Kress and van Leeuwen's Visual Grammar | 第27-31页 |
| 3.1.3 The Theory of Inter-Semiotic Complementarity of Royce | 第31页 |
| 3.2 Proposed Model of the Present Study | 第31-33页 |
| Chapter 4 A Multimodal Discourse Analysis of TV Public Service Advertisements | 第33-62页 |
| 4.1 The Meta-Functional Analysis of Verbal Text | 第33-41页 |
| 4.1.1 Ideational Function of Verbal Text | 第33-37页 |
| 4.1.2 Interpersonal Function of Verbal Text | 第37-39页 |
| 4.1.3 Textual Function of Verbal Text | 第39-41页 |
| 4.2 The Meta-Functional Analysis of Visual Image | 第41-55页 |
| 4.2.1 Representational Meaning of Visual Image | 第41-45页 |
| 4.2.2 Interactive Meaning of Visual Image | 第45-52页 |
| 4.2.3 Compositional Meaning of Visual Image | 第52-55页 |
| 4.3 The Integration of Verbal Text and Visual Image | 第55-62页 |
| 4.3.1 Ideational Function of Verbal Text and Representational Meaning ofVisual Image | 第55-56页 |
| 4.3.2 Interpersonal Function of Verbal Text and Interactive Meaning ofVisual Image | 第56-57页 |
| 4.3.3 Textual Function of Verbal Text and Compositional Meaning of VisualImage | 第57页 |
| 4.3.4 The Inter-Semiotic Relation between Verbal Text and Visual Image | 第57-62页 |
| Chapter 5 Conclusion | 第62-65页 |
| 5.1 Major Findings of the Present Study | 第62-63页 |
| 5.2 Implications of the Present Study | 第63-64页 |
| 5.3 Limitations of the Present Study and Suggestions for Future Research | 第64-65页 |
| References | 第65-67页 |
| Appendix Ⅰ | 第67-71页 |
| Acknowledgements | 第71页 |
