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idly  gaining  ground. The important distinguishing  feature  of  advertisement  discourse  is  its  function;  because  this  is always to persuade people to buy a particular product”. According to Angela Goddard (1998:8), advertising is “not just about the commercial promotion of branded products, but can also encompass the idea of texts whose intention is to enhance the image of an individual, group, or organization”.  
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CHAPTER THREE   THEORETICAL FRAMEWORK ............. 15 
3.1 Systemic Functional Grammar(SFG) ........... 15 
3.1.1 Ideational Function ......... 15 
3.1.2 Interpersonal Function .... 16 
3.2 Visual Grammar(VG) ...... 21 
3.3 System for Image-text Relations ......... 29 
3.4 Theoretical Framework of the Thesis ........... 31 
3.5 Data Collection and Research Methods ........ 32 
3.6 Research Procedure ......... 33 
CHAPTER  FOUR   IDEATIONAL  AND  REPRESENTATIONAL  MEANINGS  IN WECHAT ADVERTISEMENT ............. 35 
4.1 Multimodal Analysis of ZMC Sunscreen Emulsion Ad ............. 35 
4.2 Multimodal Analysis of ANGEL CHARM Skin Toner Ad ........ 40
4.3 Multimodal Analysis of “Qin Ran” Washing Sheets Ad ............. 46
4.4 Summary ..... 51 
CHAPTER  FIVE   INTERPERSONAL  AND  INTERACTIVE  MEANINGS  IN WECHAT ADVERTISEMENT ............. 53 
5.1 Multimodal Analysis of “Dailaimei” Facial Mask Ad ...... 53
5.2 Multimodal Analysis of “SIBU” Recruiting Agent Ad ..... 58 

CHAPTER SIX EFFECTS OF MULTIMODALITY ON WECHAT  ADVERTISEMENT  

Based  on  the  above  analysis  of  meaning  realization  through  verbal  text  and  visual image  in  We Chat  ads,  this  chapter  aims  to  interpret  the  effects  of  multimodality  on We Chat  advertisement.  A  questionnaire  is  designed  to  collect  information  about viewers’  reaction  to  eleven  selected  We Chat  ads.  Based  on  the  result  of  the questionnaire,  what  patterns  of  applying  semiotic  resources  are  appropriate  and effective  to  convey  meaning  in  We Chat  ads  will  be  discussed  later.  In  the  final  part, enlightenment and suggestions for ad producers to design understandable, acceptable and attractive ads will be presented. 

6.1 Design of the Questionnaire 

In  order to  make  the  study  more  objective  and  comprehensive, the  present  study  not only  focuses  on  the  meaning  realization  by  ad  producer,  but  also  pays  attention  to viewer’s  interpretation  to  the  We Chat  ads.  What’s  more,  since  the  main  aim  of  the commercial  ad  in  We Chat  is  to  attra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。