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;the traditional  business  pattern,  marketing  based  on  We Chat  is  specifically  mobile technology-based  e-commerce.  With  excellent  after-sales  service,  We Chat  business, on the basis of people’s relationship and information transmission, has formed its own pattern  and  developed  rapidly  since  2013,  which  creates  a  new  tide  of  starting  their own  business  for  lots  of  common  people.  It  can  be  regarded  as  an  innovation  in  the development  of  e-commerce.  The  present  study  makes  an  attempt  to  interpret  the success  of  We Chat  business  from  the  perspective  of  linguistics,  especially  through exploring the meaning realization of the multimodal advertisement in We Chat.  Then, with the development of social economy, people’s living standard has been greatly improved, and the consumption pattern has been optimized. People gradually pay much more attention to beauty and health. Products advertised in We Chat involve a wide range, such as skin care products, weight losing products, clothes, shoes, fruits and so on. Among them, the skin care products have played a leading role in We Chat business  and  become  a  best-selling  for  a  long  time.  Thus  most  of  the  sample  ads analyzed in the thesis are mainly about skin care products.  
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CHAPTER TWO LITERATURE REVIEW  

This  chapter  briefly  introduces  the  previous  studies  both  home  and  abroad  on multimodal  discourse  analysis  and  advertising  discourse.  In  the  first  section,  the definition  of  multimodality  and  multimodality  discourse  is  given,  and  previous researches  on  MDA  are  reviewed.  In  the  second  and  third  section,  researches  on advertising discourse and image-verbiage relation are reviewed. 

2.1 Previous Studies on Multimodal Discourse Analysis (MDA) 
Multimodality is widely discussed by linguists and semioticians in recent years, and it has  become  a  popular  form  in  visual  communication.  According  to  Van  Leeuwen (2005:281),  multimodality  means  the  combination  of  different  semiotic  modes--for example,  language  and  music--in  a  communicative  artifact  or  event.  Baldry  & Thibault (2006:21) defines multimodality as  “the diverse ways in which a number of distinct  semiotic  resource  systems  are  both  codeployed  and  co-contextualized  in making  of  a  text-specific  meaning”.  According  to  Machin  (2007),  multimodality describes  the  grammar of visual  communication  that  is  used by  image  design本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。