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bsp;Visual  Grammar  theory,  put  forward  by  Gunther  Kress  and  Theo van  Leeuwen  in  the  pioneering  work  Reading  Images.  
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1.2   Research Questions 
With  the above-mentioned  research  background,  purpose  and  significance,  the  thesis will be concentrated on the following research questions: (1)  What  are  the  typical  features  of  multimodal  metaphors  and  their  promotional effects in printed advertisements? (2)  Why  is  the  visual  grammar  effective  in  helping  to  construct  the  representational meaning, interactive meaning and compositional meaning in printed advertisements? (3)  How  to  construct  persuasive  strategies  for  interpreting  the  intended  meanings conveyed through multimodal metaphors in printed advertisements?  
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CHAPTER TWO LITERATUE REVIEW  

In  this  section  the  previous  studies  of  multimodal  discourse  analysis  and  the multimodal  metaphor  will  be  reviewed.  In  the  first  part  of  the  section,  previous studies  both  at  home and  abroad  on  multimodal discourse  will  be  discussed.   In  the second part of the section, the development of multimodal metaphor will be clarified. In  the  last  part  of  the  section,  the  discussion  of  the  persuasiveness  of  multimodal metaphor will be explicated.  

2.1   Previous Studies of Multimodal Discourse Analysis 
One  of  the  very  first  researchers  in  multimodal  discourse  analysis  is  R.Barthes.  He discussed  the  interaction  of  pictures  and  words  in  construction  of  meaning expressions  in  his  paper  Rhetoric  of  the Image  in  1997.  Cope  &  Kalantiz  (2000) put forward  that  the  meta-language  is  composed  of  six-fold  design,  linguistic  design, visual  design,  audio  design,  gestural  design,  spatial  design  and  multimodal  pattern which  relate  the  other  five  modes  together.  Their  theory  and  research  project  has paved  the  way  for  the  development  and  flourish  of  multimodal  discourse  analysis. Based  on  Halliday‘s  systemic-functional  theory  from  the  perspective  of  social semiology,  Kress,  G.  &  Van  Leeuwen,  T  (1996;  2001;  2003)  built  up  an  analysis framework  for  multimodal  discourse  analysis  in  pictorial  analysis.  Their  book Reading  I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。