| ABSTRACT | 第1-10页 |
| 摘要 | 第10-11页 |
| List of Abbreviations | 第11-12页 |
| List of Tables | 第12-14页 |
| List of Figures | 第14-15页 |
| Chapter One Introduction | 第15-18页 |
| ·Research Background | 第15-16页 |
| ·Significance of the Present Study | 第16-17页 |
| ·Organization of the Thesis | 第17-18页 |
| Chapter Two Literature Review | 第18-50页 |
| ·Previous Studies on MDA and PSA | 第18-25页 |
| ·From Monomodality to Multimodality | 第18-20页 |
| ·Previous Studies on MDA from Abroad | 第20-21页 |
| ·Previous Studies on MDA in China | 第21-22页 |
| ·Previous Studies on PSA | 第22-25页 |
| ·A Review of Perspectives on the Study of Advertisement | 第22-24页 |
| ·An Introduction to PSA and Previous Studies on PSA | 第24-25页 |
| ·Theoretical Basis of the Present Study | 第25-48页 |
| ·Visual Grammar | 第25-41页 |
| ·Halliday's Contributions to Visual Grammar | 第26-27页 |
| ·Three Meta-functions of Image | 第27-29页 |
| ·Four Elements of Visual Grammar | 第29-41页 |
| ·Mood System | 第41-48页 |
| ·Speech Functions and Responses | 第41-43页 |
| ·Mood Structure | 第43页 |
| ·Mood at Syntactic Level | 第43-45页 |
| ·Mood at Lexical Level | 第45-47页 |
| ·Mood in Chinese | 第47-48页 |
| ·Royce's Intersemiotic Complementarity | 第48页 |
| ·Chapter Summary | 第48-50页 |
| Chapter Three Methodology | 第50-55页 |
| ·Research Questions | 第50页 |
| ·Data Collection | 第50-52页 |
| ·Data Analysis | 第52-54页 |
| ·Chapter Summary | 第54-55页 |
| Chapter Four A Case Study | 第55-104页 |
| ·A Multimodal Analysis of English PSA | 第55-72页 |
| ·Sample 1 "The Prevention of Cruelty to Animals" | 第55-61页 |
| ·An Analysis of the Interactive Meaning in the Image | 第56-58页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第58-59页 |
| ·The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence | 第59-60页 |
| ·A Discussion of Sample 1 | 第60-61页 |
| ·Sample 2 "Help Age" | 第61-66页 |
| ·An Analysis of the Interactive Meaning in the Image | 第62-64页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第64页 |
| ·The Visual-Verbal Relation-Reinforcement of Address | 第64-65页 |
| ·A Discussion of Sample 2 | 第65-66页 |
| ·Sample 3 "Help Others" | 第66-72页 |
| ·An Analysis of the Interactive Meaning in the Image | 第66-69页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第69-70页 |
| ·The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence | 第70-71页 |
| ·A Discussion of Sample 4 | 第71-72页 |
| ·A Multimodal Analysis of Chinese PSA | 第72-100页 |
| ·Sample 4 "Keep away from Drugs" | 第72-80页 |
| ·An Analysis of the Interactive Meaning in the Image | 第72-77页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第77-78页 |
| ·The Visual-Verbal Relation-Reinforcement of Address | 第78-79页 |
| ·A Discussion of Sample 4 | 第79-80页 |
| ·Sample 5"Thirsty China" | 第80-87页 |
| ·An Analysis of the Interactive Meaning in the Image | 第81-83页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第83-85页 |
| ·The Visual-Verbal Relation-Reinforcement of Address | 第85-86页 |
| ·A Discussion of Sample 5 | 第86-87页 |
| ·Sample 6"They are Fast Disappearing" | 第87-94页 |
| ·An Analysis of the Interactive Meaning in the Image | 第88-90页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第90-92页 |
| ·The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence | 第92-93页 |
| ·A Discussion of Sample 6 | 第93-94页 |
| ·Sample 7"Protecting the Forests in China" | 第94-100页 |
| ·An Analysis of the Interactive Meaning in the Image | 第95-97页 |
| ·An Analysis of the Interpersonal Meaning in the Verbiage | 第97-98页 |
| ·The Visual-Verbal Relation-Reinforcement of Address andAttitudinal Congruence | 第98页 |
| ·A Discussion of Sample 7 | 第98-100页 |
| ·A General Discussion | 第100-103页 |
| ·Chapter Summary | 第103-104页 |
| Chapter Five Conclusion | 第104-107页 |
| ·Major Findings of the Present Study | 第104-105页 |
| ·Limitations of the Present Study and Suggestions for Future Research | 第105-107页 |
| Bibliography | 第107-112页 |
| Acknowledgements | 第112-113页 |
| 在校期间主要科研成果及发表的学术论文 | 第113-114页 |
| 学位论文评阅及答辩情况表 | 第114页 |
