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Chapter One Introduction of Multimodal Narratives 1

1.1 Narrative 1

1.2 Semiotics and Narrative 3

1.3 On Modes and Media 4

1.4 Method for Analyzing Multimodal Narrative 6

Chapter Two Compositional,Interpersonal and Representational Meanings in the Multimodal Discourse Analysis 7

2.1 Introduction 7

2.2 Systemic Functional Grammar and Multimodality 8

2.3 Relevant the Orgies of Text and Images and of Their Relations：Barthes and Halliday 12

2.4 Sample Analysis 16

2.5 Summary 29

Chapter Three A System for Image-Text Relations 32

3.1 A System for Image-Text Relations 32

3.2 Units and Realizations of Status Relations 34

3.3 Logico-Semantic Relations 36

3.4 Units and Realizations of Logico-Semantic Relations 38

3.5 Equal-Status and Logico-Semantics Combined 39

3.6 Summary 41

Chapter Four Multimodal Digital Semiotics and Software 43

4.1 Introduction 43

4.2 The Fox News Video 45

4.3 Multimodal Analysis Software 46

4.4 Modeling the Multimodal Semantic Data Using Allen's Temporal Logic 50

4.5 Discussion 60

4.6 Summary 61

Chapter Five Multimodal Storytellers：How to Use Multimodal Semiotics to Narrate 63

5.1 Artefactual Literacies and Multimodality in Narrative Texts 63

5.2 Narrative Theory and Magical Realism 64

5.3 The Simultaneity of Experience Represented in Converging Time and Space 71

5.4 Implications for Narrative in the Classroom 75

Chapter Six Case Study One：Multimodal Analysis of Film 77

6.1 Implicature in Film Communication 80

6.2 Data Set and Methodology 86

6.3 The Process of Analysis 87

6.4 Analysis and Discussion：Implicature at the Service of Comedy and Romance in Bridget Jones Films 95

6.5 Summary 110

Chapter Seven Case Study Two：Multimodal Analysis in Advertising Narrative 113

7.1 Advertising Research in Medias 117

7.2 Multimodal Analysis in Advertising Communication 120

7.3 Exploring Multimodal Narrative in Advertising 121

7.4 Analytical Framework 128

7.5 Summary 131

References 134