声明
Acknowledgments
摘要
Abstract
Contents
1.Introduction
1.1 Background of the research
1.2 Purpose of the research
1.3 Significance of the research
1.4 Organization of the thesis
2.Literature Review
2.1 Overview of major findings in MDA
2.1.1 Definition of multimodality
2.1.2 Overseas Researches of multimodal discourse analysis
2.1.3 Domestic researches of multimodal discourse analysis
2.2 Overview of advertisement studies
2.2.1 Brief introduetion of advertisement
2.2.2 Different perspectives of studying advertising discourse
3.Theoretical Framework
3.1 Visual grammar
3.1.1 Representational meaning
3.1.2 Interactive meaning
3.1.3 Compositional meaning
3.2 The inter-modal relationship
3.2.1 Complementary relationship
3.2.2 Non-complementary relationship
4.Research Design
4.1 Research questions
4.2 Data collection and selection
4.3 Data transcription
5.Results and Discussion
5.1 Analysis of sample 1
5.1.1 Representational meaning
5.1.2 Interactive meaning
5.1.3 Compositional meaning
5.1.4 The synergy of different modalities in the video
5.2 Analysis of sample 2
5.2.1 Representational meaning
5.2.2 Interactive meaning
5.2.3 Compositional meaning
5.2.4 The synergy of different modalities in the video
6.Conclusion
6.1 Major findings of the research
6.2 Limitations and suggestions for further researches
Bibliography