| ACKNOWLEDGEMENTS | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-12页 |
| LIST OF ABBREVIATIONS | 第12-14页 |
| CHAPTER ONE INTRODUCTION | 第14-20页 |
| 1.1 Research background | 第14-16页 |
| 1.2 Significance and rationale of the present thesis | 第16-17页 |
| 1.3 Research questions | 第17-18页 |
| 1.4 Organization of the thesis | 第18-20页 |
| CHAPTER TWO LITERATE REVIEW | 第20-40页 |
| 2.1 Previous studies on advertisements abroad and at home | 第20-22页 |
| 2.2 Researches on multimodal discourse analysis abroad and at home | 第22-25页 |
| 2.3 Development of multimodal critical discourse analysis | 第25-29页 |
| 2.3.1 Critical discourse analysis | 第25-27页 |
| 2.3.2 Multimodal critical discourse analysis | 第27-29页 |
| 2.4 Gender roles and gender stereotypes | 第29-32页 |
| 2.5 Previous researches on gender role portrayals of men and women in advertising | 第32-38页 |
| 2.5.1 Gender role studies from the perspective of marketing | 第32-33页 |
| 2.5.2 Gender role studies from the perspective of critical linguistics | 第33页 |
| 2.5.3 Gender role studies from the perspective of multimodal critical discourse analysis20 | 第33-34页 |
| 2.5.4 Cross-cultural comparison of gender role studies from the perspective of contentanalysis | 第34-38页 |
| 2.6 Conclusion | 第38-40页 |
| CHAPTER THREE THEORETICAL FRAMEWORK | 第40-50页 |
| 3.1 Halliday’s Systemic functional grammar | 第40-43页 |
| 3.1.1 Ideational Function | 第41-42页 |
| 3.1.2 Interpersonal Function | 第42-43页 |
| 3.1.3 Textual Function | 第43页 |
| 3.2 Kress and Van Leeuwen’s visual grammar | 第43-48页 |
| 3.2.1 The representational meaning | 第44-45页 |
| 3.2.2 The Interpersonal meaning | 第45-46页 |
| 3.2.3 The compositional meaning | 第46-48页 |
| 3.3 The advantage of combining SFG and VG | 第48-50页 |
| CHAPTER FOUR RESEARCH PROCEDURES | 第50-54页 |
| 4.1 Methods and data collection | 第50-51页 |
| 4.2 Specific procedures | 第51-54页 |
| CHAPTER FIVE QUANTITATIVE ANALYSIS OF DIFFERENT ROLES OF MALES AND FEMALES | 第54-68页 |
| 5.1 The percentage of males and females portrayed as spokespersons in both magazines | 第54-56页 |
| 5.2 The percentage of males and females portrayed in working or non-working roles | 第56-58页 |
| 5.3 The percentage of males and females appearing together with others | 第58-59页 |
| 5.4 The percentage of male’s and females’ working roles portrayed | 第59-61页 |
| 5.5 The percentage of males and females portrayed in non-working roles | 第61-63页 |
| 5.6 Differentiation score by subtracting the percentage of females from the percentage ofmales in each role | 第63-64页 |
| 5.7 Explanation of the result from Hofstede’s masculinity dimension | 第64-68页 |
| CHAPTER SIX MULTIMODAL DISCOURSE ANALYSIS OF BUSINESS PROGRAM ADVERTISEMENTS | 第68-102页 |
| 6.1 Classification of the visual and textual elements in business program advertisements | 第69-71页 |
| 6.2 Textual analysis of two business program advertisements | 第71-80页 |
| 6.2.1 Ideational function of textual elements | 第73-76页 |
| 6.2.2 Interpersonal function of textual elements | 第76-78页 |
| 6.2.3 Textual function of textual elements | 第78-80页 |
| 6.3 Visual analysis of two business program advertisements | 第80-91页 |
| 6.3.1 Representational meaning of visual elements | 第81-86页 |
| 6.3.2 Interactive meaning of visual elements | 第86-88页 |
| 6.3.3 Compositional meaning of visual elements | 第88-91页 |
| 6.4 Cooperation between visual and textual elements | 第91-102页 |
| 6.4.1 Cooperation between representational meaning and ideational function in genderrole construction of American advertisement | 第92-95页 |
| 6.4.2 Cooperation between representational meaning and ideational function in genderrole construction of Chinese advertisement | 第95-97页 |
| 6.4.3 Cooperation between interactive meaning and interpersonal function in consumerrelationship construction of American advertisement | 第97-100页 |
| 6.4.4 Cooperation between interactive meaning and interpersonal function in consumerrelationship construction of Chinese advertisement | 第100-102页 |
| CHAPTER SEVEN CONCLUDING REMARKES | 第102-110页 |
| 7.1 Summary of major findings | 第102-106页 |
| 7.2 Implications | 第106-107页 |
| 7.3 Limitations | 第107-110页 |
| REFERENCES | 第110-120页 |
