| 摘要 | 第1-6页 |
| Abstract | 第6-12页 |
| 1 Introduction | 第12-15页 |
| ·Background Information | 第12-13页 |
| ·Significance and Objectives of the Present Study | 第13-14页 |
| ·Overall Structure | 第14-15页 |
| 2 Literature Review | 第15-19页 |
| ·Previous Studies on RE Advertisements | 第15-17页 |
| ·Linguistic Studies of Chinese and American RE Advertisements | 第15-16页 |
| ·Ideological Studies of Chinese and American RE Advertisements | 第16页 |
| ·Cultural Studies of Chinese and American RE Advertisements | 第16-17页 |
| ·Previous Studies on Multimodal Discourse Analysis | 第17-19页 |
| ·Foreign Studies on Multimodal Discourse Analysis | 第17页 |
| ·Domestic Studies on Multimodal Discourse Analysis | 第17-19页 |
| 3 Theoretical Basis and Research Design | 第19-25页 |
| ·Theoretical Perspectives of Multimodal Discourse Analysis | 第19-23页 |
| ·Discourse Analysis | 第19-22页 |
| ·Visual Grammar | 第22-23页 |
| ·Methodology | 第23-25页 |
| ·Data Collection | 第23-24页 |
| ·Research Questions | 第24页 |
| ·Research Methods | 第24-25页 |
| 4 Multimodal Discourse Analysis of Chinese and American RE Advertisements | 第25-50页 |
| ·Textual Analysis of Chinese and American RE Advertisements | 第25-38页 |
| ·Lexical Level | 第25-34页 |
| ·Discourse Structuring | 第34-38页 |
| ·Visual Analysis of Chinese and American RE Advertisements | 第38-45页 |
| ·Contact | 第38-40页 |
| ·Social Distance | 第40-43页 |
| ·Attitude | 第43-45页 |
| ·Interplay Between Textual and Visual Resources in Chinese and American RE Advertisements | 第45-50页 |
| ·Reinforcement | 第46-47页 |
| ·Complimentarity | 第47-50页 |
| 5 Rationale of Similarities and Differences between Chinese and American RE Advertisements | 第50-56页 |
| ·Economic Situation | 第50-51页 |
| ·Institutional Mechanism | 第51-53页 |
| ·Cultural Differences | 第53-56页 |
| 6 Conclusion | 第56-58页 |
| References | 第58-63页 |
| Appendix A. Chinese and American RE Advertisements Referred to as Examples in This Dissertation | 第63-66页 |
| Academic Achievements | 第66-67页 |
| Acknowledgements | 第67页 |
