| Abstract | 第7-8页 |
| 摘要 | 第9-14页 |
| Chapter One Introduction | 第14-18页 |
| 1.1 Research Background | 第14-15页 |
| 1.2 Research Purpose | 第15页 |
| 1.3 Significance of the Study | 第15-16页 |
| 1.4 Organization of the Thesis | 第16-18页 |
| Chapter Two Literature Review | 第18-25页 |
| 2.1 Overview of Multimodal Discourse Analysis | 第18-20页 |
| 2.1.1 Introduction to Multimodal Discourse Analysis | 第18页 |
| 2.1.2 Previous Studies on MDA at Home and Abroad | 第18-20页 |
| 2.2 Overview of Online Advertisement | 第20-23页 |
| 2.2.1 Introduction to Online Advertisement | 第20-21页 |
| 2.2.2 The Effect Evaluation of Online Advertisement | 第21-23页 |
| 2.3 Previous Studies on Amazon and E-bay | 第23-25页 |
| 2.3.1 Introduction to Amazon and E-bay | 第23页 |
| 2.3.2 Previous Studies on Amazon and E-bay | 第23-25页 |
| Chapter Three Theoretical Framework | 第25-31页 |
| 3.1 Foundation of Martinec and Salway’s Image-text Relation System | 第25-26页 |
| 3.2 A System for Image-text Status Relations | 第26-27页 |
| 3.3 Logico-semantic Relations | 第27-28页 |
| 3.4 Equal-status and Logico-semantics Combined | 第28-31页 |
| Chapter Four Methodology | 第31-34页 |
| 4.1 Research Questions | 第31页 |
| 4.2 Research Methods | 第31-32页 |
| 4.3 Data Collection | 第32页 |
| 4.4 Data Analysis | 第32-34页 |
| Chapter Five Analysis and Discussion | 第34-81页 |
| 5.1 Image-text Status Relationship Analysis | 第34-52页 |
| 5.1.1 Clothing Ads under Image-text Status Relationship | 第35-42页 |
| 5.1.2 Watch Ads under Image-text Status Relationship | 第42-48页 |
| 5.1.3 Computer Ads under Image-text Status Relationship | 第48-52页 |
| 5.1.4 A Summary of Image-text Status Relationship in Amazon and E-bay | 第52页 |
| 5.2 Image-text Logico-semantic Relationship Analysis | 第52-77页 |
| 5.2.1 Clothing Ads under Logico-semantic Relationship | 第53-60页 |
| 5.2.2 Watch Ads under Logico-semantic Relationship | 第60-71页 |
| 5.2.3 Computer Ads under Logico-semantic Relationship | 第71-76页 |
| 5.2.4 A Summary of Logico-semantic Relationship in Amazon and E-bay | 第76-77页 |
| 5.3 Advertising Effectiveness in Amazon and E-bay | 第77-81页 |
| Chapter Six Conclusion | 第81-84页 |
| 6.1 Major Findings of the Present Study | 第81-82页 |
| 6.2 Limitations in the Present Study | 第82-83页 |
| 6.3 Suggestions for the Further Research | 第83-84页 |
| References | 第84-87页 |
| Acknowledgements | 第87-88页 |
| Appendix: Publications | 第88页 |
