| 摘要 | 第4-5页 |
| Abstract | 第5-6页 |
| Contents | 第7-10页 |
| Chapter One Introduction | 第10-14页 |
| 1.1 Research Background | 第10-11页 |
| 1.2 The Research Questions and Significance | 第11-12页 |
| 1.3 Research Methodology | 第12页 |
| 1.4 Organization of the thesis | 第12-14页 |
| Chapter two Literature Review | 第14-24页 |
| 2.1 Previous Studies on Multimodal Discourse Analysis | 第14-19页 |
| 2.2 Previous Studies on Advertising Discourse | 第19-24页 |
| 2.2.1 An Overview of Perspectives on the Study of Advertisement | 第19-21页 |
| 2.2.2 An Overview of Studies on Public Service Advertisement | 第21-24页 |
| Chapter Three Theoretical Framework | 第24-38页 |
| 3.1 Royce’s Intersemiotic Complementarity | 第24-35页 |
| 3.1.1 Ideational Intersemiotic Complementarity | 第24-26页 |
| 3.1.2 Interpersonal Intersemiotic Complementarity | 第26-34页 |
| 3.1.3 Compositional Intersemiotic Complementarity | 第34-35页 |
| 3.2 A Proposed Model for the Present Study | 第35-38页 |
| Chapter Four Cases Study | 第38-64页 |
| 4.1 Case One: Put Down Your Arms | 第38-54页 |
| 4.1.1 The Analysis of Ideational Intersemiotic Complementarity | 第39-46页 |
| 4.1.1.1 The Four Represented Participants and Two Visual Processes | 第39-41页 |
| 4.1.1.2 The Powerful Shouting in Word | 第41-42页 |
| 4.1.1.3 Semantic Relations of the Two Modes | 第42-46页 |
| 4.1.2 The Analysis of Interpersonal Intersemiotic Complementarity | 第46-53页 |
| 4.1.2.1 The Salient Angles between the Visual Participants | 第46-49页 |
| 4.1.2.2 The Assertive Expressions and Attitudes | 第49-50页 |
| 4.1.2.3 No More Use of Disposed Chopsticks | 第50-53页 |
| 4.1.3 The Analysis of Compositional Intersemiotic Complementarity | 第53-54页 |
| 4.2 Case Two: Help Stop Global Warming | 第54-64页 |
| 4.2.1 The Analysis of Ideational Intersemiotic Complementarity | 第55-59页 |
| 4.2.1.1 The Four Visual Representations and Two Symbolic Processes | 第55-56页 |
| 4.2.1.2 Explanatory Roles of Words | 第56-57页 |
| 4.2.1.3 Semantic Relations of Two modes | 第57-59页 |
| 4.2.2 The Analysis of Interpersonal Intersemiotic Complementarity | 第59-62页 |
| 4.2.2.1 Relations between the Visual and Viewers | 第59-60页 |
| 4.2.2.2 Various Moods and Assertive Stating | 第60-61页 |
| 4.2.2.3 Complementary Addresses and Similar Attitudes | 第61-62页 |
| 4.2.3 The Analysis of Compositional Intersemiotic Complementarity | 第62-64页 |
| Chapter Five Conclusion | 第64-69页 |
| 5.1 Major Findings | 第64-67页 |
| 5.2 Implications | 第67-68页 |
| 5.3 Limitations of the Present Study | 第68-69页 |
| Bibliography | 第69-72页 |
| Acknowledgements | 第72-73页 |
| 个人简历 | 第73页 |
