| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Acknowledgements | 第7-13页 |
| Chapter One Introduction | 第13-20页 |
| 1.1 Motivation of the Research | 第13-15页 |
| 1.2 Objectives of the Research | 第15-16页 |
| 1.3 Methodology and Data Collection | 第16-18页 |
| 1.4 Layout of the Thesis | 第18-20页 |
| Chapter Two Literature Review | 第20-32页 |
| 2.1 Introduction | 第20页 |
| 2.2 The Definition of Multimodality | 第20-21页 |
| 2.3 Previous Studies on Multimodal Discourse Analysis | 第21-26页 |
| 2.3.1 Previous Studies on Intrasemiosis | 第21-23页 |
| 2.3.2 Previous Studies on Intersemiosis | 第23-26页 |
| 2.4 Previous Studies on Advertisements from the Perspective of MDA | 第26-30页 |
| 2.4.1 Previous Studies on Print Advertisements from the Perspective ofMDA | 第26-28页 |
| 2.4.2 Previous Studies on Dynamic Advertisements from the Perspective ofMDA | 第28-30页 |
| 2.5 Summary | 第30-32页 |
| Chapter Three Theoretical Framework | 第32-44页 |
| 3.1 Introduction | 第32页 |
| 3.2 Systemic Functional Grammar | 第32-35页 |
| 3.3 Visual Grammar | 第35-41页 |
| 3.4 The Concept of Inter-semiotic Complementarity | 第41-42页 |
| 3.5 Summary | 第42-44页 |
| Chapter Four Multi-Modal Analysis of MARY KAY’s Video Advertisements | 第44-84页 |
| 4.1 Introduction | 第44页 |
| 4.2 Analysis of the Verbal Texts from the Perspective of SFL | 第44-49页 |
| 4.2.1 Analysis of the Ideational Meaning | 第44-46页 |
| 4.2.2 Analysis of the Interpersonal Meaning | 第46-48页 |
| 4.2.3 Analysis of the Textual Meaning | 第48-49页 |
| 4.3 Analysis of the Images from the Perspective of Visual Grammar | 第49-72页 |
| 4.3.1 Analysis of the Representational Meaning | 第49-55页 |
| 4.3.2 Analysis of the Interactive Meaning | 第55-66页 |
| 4.3.3 Analysis of the Compositional Meaning | 第66-72页 |
| 4.4 Analysis of Intersemiotic Complementarity at the Rank of Shot | 第72-79页 |
| 4.4.1 Intersemiotic Repetition | 第74-75页 |
| 4.4.2 Synonymy and Metaphor | 第75-77页 |
| 4.4.3 Antonymy | 第77-78页 |
| 4.4.4 Collocation | 第78-79页 |
| 4.5 Analysis of Intersemiotic Complementarity at the Rank of Phase | 第79-82页 |
| 4.6 Summary | 第82-84页 |
| Chapter Five Conclusion | 第84-87页 |
| 5.1 Major Findings and Implications | 第84-85页 |
| 5.2 Limitations and Suggestions for Future Study | 第85-87页 |
| References | 第87-92页 |
| Appendices | 第92-107页 |
| Appendix 1 Process Types of the Verbal Texts | 第92-95页 |
| Appendix 2 Mood Types of the Verbal Texts | 第95-98页 |
| Appendix 3 The Structure of Theme-rheme of the Verbal Texts | 第98-103页 |
| Appendix 4 A Case Study of MARY KAY’s Video Images in 2008 | 第103-107页 |
