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CHAPTER ONE INTRODUCTION  

1.1 Research Background 
With  the  gradually  advanced  (mobile)  Internet  technology  and  rapid  development  of commerce, business discourse in the new media age shows diversified patterns. More and  more  different  semiotic  resources  are  applied  together  to  realize  meanings.  The business  discourse  is  no  longer  limited  to  the  language  mode  but  more  and  more relying  on  other  modes,  such  as  image,  sound,  animation.  Since  the  traditional discourse  analysis  based  on  language  alone  has  been  found  limited  to  interpret  the complicated  multimodal  discourse,  the  multimodal  discourse  analysis(Henceforth: MDA) has provided a new perspective for discourse analysis and become a hot topic in various disciplines and fields. Nowadays,  We Chat  has  become  one  of  the  most  important  instant  messaging tools in China. Because of the convenience of information transmission in We Chat, it has attracted universal concern and becomes more and more popular. At the same time, business  based  on  the  platform  of  We Chat  has  also  developed  rapidly.  The advertisement  in  Moments  or  Group  Chats  plays  a  significant  role  in  connecting advertisers  and potential customers or  agents. Generally, based on the unique feature of We Chat, people can express themselves with some words and nine pictures at most, or  a  video  clip  in  their  Moments.  Almost  all  of  those  who  are  dealing  with  We Chat business always share both words and different number of pictures to advertise goods and/or  services.  Therefore,  the  We Chat  advertisement  is  a  typical  multimodal discourse,  which  is  mainly  composed  of  verbal  language  and  visual  images.  The  use of  different  modes  aims  to  not  only  attract  viewers’  attention,  but  also  convey integrated meanings wholly and exactly to viewers.  
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1.2 Rationale 
The rational of this study can be explained from the following three aspects.  Firstly,  for  the  research  subject-advertising  discourse  in  We Chat,  it  is  chosen based  on  the  following  consideration.  Since  We Chat  has  become  one  of  the  most popular instant messaging tools in China with the largest group of mobile phone users and  it  is  very  convenient  for  communication,  there  have  been  tens  of  millions  of people  taking  advantages  of  the  new  platform  for  business.  Thus  different  from  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。