包邮电视广告的社会符号学解读

Chapter Ⅰ Introduction
1.1 Background of the Study
1.2 Research Purpose
1.3 Significance of the Research
1.4 Statement of the Problems
Chapter Ⅱ Review of Related Literature
2.1 Social Semiotic Foundation
2.2 Sapir-Whorf Hypothesis
2.3 From CDA to MCDA
2.4 Modes Contributing to Meaning-making
Chapter Ⅲ Televised Political Advertising
3.1 Political Advertising
3.2 American General Election Campaign Advertising
Chapter Ⅳ Theoretical Framework
4.1 Benoit's Functional Approach to Political Discourse
4.2 Systemic-functional Grammar
4.3 Visual Grammar
4.4 Image-text Relations
4.5 Research Paradigm of the Study
Chapter Ⅴ Research Methodology
5.1 Research Design
5.2 Corpus of the Study
5.3 Data Gathering Procedures
5.4 Encoding and Decoding of Data
5.5 Statistical Instrument
Chapter Ⅵ Distribution of Verbal and Visual Modes
6.1 Functional Distribution of Corpus
6.2 Verbal Modes Analysis
6.3 Visual Modes Analysis
Chapter Ⅶ Meaning-making in Verbal-visual Interaction
7.1 Meaning-making in Ideational Function
7.2 Meaning-making in Interpersonal Function
7.3 Meaning-making in Interactive Function
7.4 Interaction Between Verbal and Visual Modes
7.5 Extension on Interpersonal Meaning
7.6 Ideology and Power in Visual-verbal Interactions
Chapter Ⅷ Conclusion
8.1 Contribution of the Study
8.2 Recommendations
References
Appendices