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A Multimodal Discourse Analysis of Public Service Anvertisement in CCTV Spring Festival Gala: A Case Study of Inheritance of Chopsticks in 2014

ACKNOWLEDGEMENTS第8-9页
ABSTRACT第9-10页
摘要第11-15页
CHAPTER I INTRODUCTION第15-19页
    1.1 Background of the Research第15-16页
    1.2 Significance of the Research第16-17页
    1.3 Outline of the Thesis第17-19页
CHAPTER II LITERATURE REVIEW第19-26页
    2.1 Multimodal Discourse Analysis (MDA)第19-23页
        2.1.1 Definition of MDA第19-20页
        2.1.2 Studies on MDA第20-23页
            2.1.2.1 Previous Studies on MDA Abroad第20-21页
            2.1.2.2 Previous Studies on MDA at Home第21-23页
    2.2 Public Service Advertisement (PSA)第23-25页
        2.2.1 Previous Studies on PSA第23-24页
        2.2.2 MDA of Public Service Advertisement (PSA)第24-25页
    2.3 Summary第25-26页
CHAPTER III THEORETICAL FRAMEWORK AND METHODOLOGY第26-38页
    3.1 Three Theories in Present Study第26-34页
        3.1.1 The Feasibility of the Three Theories第26-27页
        3.1.2 Three Meta-functions in Functional Grammar第27-28页
        3.1.3 Visual Grammar第28-33页
            3.1.3.1 The Representational Meaning第29-30页
            3.1.3.2 The Interactive Meaning第30-32页
            3.1.3.3 The Compositional Meaning第32-33页
        3.1.4 Zhang Delu’s Idea about the Relationship Between Different Modalities第33-34页
    3.2 A Proposed Framework for the Present Thesis第34-35页
    3.3 Methodology第35-38页
        3.3.1 Research Questions第35-36页
        3.3.2 Data Collection第36页
        3.3.3 Research Procedures第36-38页
CHAPTER Ⅳ A CASE STUDY OF INHERITANCE OF CHOPSTICKS第38-64页
    4.1 The Analysis of Speech in Inheritance第38-44页
    4.2 Analysis of the Images第44-62页
        4.2.1 Images第44-60页
            4.2.1.1 Image 1第44-46页
            4.2.1.2 Image 2第46-48页
            4.2.1.3 Image 3第48-50页
            4.2.1.4 Image 4第50-51页
            4.2.1.5 Image 5第51-53页
            4.2.1.6 Image 6第53-54页
            4.2.1.7 Image 7第54-56页
            4.2.1.8 Image 8第56-57页
            4.2.1.9 Image 9第57-59页
            4.2.1.10 Image 10第59-60页
        4.2.2 Discussion第60-62页
    4.3 Music and Other Sounds第62页
    4.4 The Relationship Between Different Modalities第62-64页
CHAPTER Ⅴ CONCLUSION第64-67页
    5.1 Summary of the Major Findings第64-65页
    5.2 Limitations of the Research第65-66页
    5.3 Suggestions for Further Studies第66-67页
REFERENCES第67-71页

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