目　录

内容提要

前　言

Chapter 1　Introduction

1.1　Research motivation

1.2　Research rationale

1.2.1　Discourse coherence and genre

1.2.2　Discourse coherence in multimodal sense

1.2.3　Discourse coherence as a holistic，multi-layered framework

1.2.4　Verbal mode vs.visual mode

1.3　Aims and research questions

1.4　English learning advertisements in China

1.4.1　The reason for using the English learning advertisements as data

1.4.2　The profit-making English language schools in China

1.4.3　The material features of the English learning advertisements

1.5　Organization of the book

Chapter 2　Literature Review

2.1　Coherence

2.1.1　Definitions of coherence and cohesion

2.1.2　External factors of coherence

2.1.3　Global coherence

2.1.4　Local coherence

2.1.5　Cohesive devices

2.2　Multimodality

2.2.1　Key tenets of multimodal discourse analysis

2.2.2　Works on theorizations of inter-semiotic relations

2.2.3　Frameworks of visual-verbal relations

2.2.4　Multimodal discourse analysis based on specific genres

2.2.5　Research on multimodality in China

2.3　Summary

Chapter 3　Research Design

3.1　Analytical framework of coherence construction in multimodal discourses

3.1.1　Global coherence，local coherence and surface cohesion in purely linguistic texts

3.1.2　From linguistic to multimodal：extension and adaptation

3.1.3　A three-level framework of coherence construction in multimodal discourses

3.2　Data

3.2.1　Collection of the data

3.2.2　Description of the data

3.3　Research framework

3.4　Research methods

3.4.1　Textual analysis

3.4.2　Empirical studies

Chapter 4　GIobaI Coherence in the EngIish Learning Advertisements

4.1　A working definition and model of global coherence in the English learning advertisements

4.2　Identifying topics and points of various levels in the English learning advertisements

4.2.1　Identifying Topics in the English learning advertisements

4.2.2　Identifying macro-Points and hyper-Points in the English learning advertisements

4.3　Patterns of global coherence across the stages of the English learning advertisements

4.3.1　Reader attraction

4.3.2　Corporate profile

4.3.3　Statements of competitiveness

4.3.4　Course information

4.3.5　Testimonial

4.3.6　Call for action

4.3.7　Summary

4.4　Conclusion of this chapter

Chapter 5　LocaI Coherence in the EngIish Learning Advertisements

5.1　Working definition and principle of local coherence in multimodal discourses

5.1.1　Limitations of existing research on visual-verbal relations

5.1.2　A Working principle of local coherence in the English learning advertisements

5.2　Local coherence patterns and the differentiation among the stages in the English learning advertisements

5.3　Analysis of local coherence patterns across the stages of the English learning advertisements

5.3.1　Reader Attraction：a model of local coherence based on information unit

5.3.2　Corporate Profile and Testimonial

5.3.3　The“learning method”phase in the Statements of Competitiveness stage

5.3.4　Course Information

5.3.5　Summary

5.4　Conclusion of this chapter

Chapter 6　Surface Cohesion in the EngIish Learning Advertisements

6.1　A working definition of surface cohesion in multimodal discourses

6.2　A working framework of surface cohesion in complex multimodal discourses

6.2.1　Existing frameworks on layout analysis

6.2.2　Evaluation of the existing frameworks

6.2.3　A working framework of the analysis of cohesive devices in the layout in the current study

6.3　Semiotic analysis of surface cohesion in the English learning advertisements

6.3.1　Layout structure

6.3.2　Visual salience

6.4　Conclusion of this chapter

Chapter 7　Reader Reaction to the Coherence Resources in the EngIish Learning Advertisements

7.1　Eye-tracking experiment on the coherence construction in the English learning advertisements

7.1.1　Introduction of the experiment equipment and software

7.1.2　Research methodology

7.1.3　General patterns of the eye movement data

7.1.4　Results concerning the three levels of coherence

7.1.5　General discussion

7.2　The memory recognition test

7.2.1　Research methodology

7.2.2　Hypotheses

7.2.3　Results

7.2.4　Summary

7.3　The evaluation investigation

7.3.1　Research methodology

7.3.2　Predictions

7.3.3　Results and discussion

7.4　General discussion and conclusion

Chapter 8　ConcIusion

8.1　Summary of research outcomes

8.1.1　Genre features of the English learning advertisements

8.1.2　Analytical framework for coherence construction in multimodal discourses

8.1.3　Textual analysis：global coherence，local coherence and surface cohesion in the English learning advertisements

8.1.4　Empirical studies on reader reaction

8.2　Implications and contributions

8.2.1　Implications for genre studies

8.2.2　Implications for the analytical tools for multimodal discourses

8.2.3　Implications for methodology：combining textual and cognitive methods

8.2.4　Implications for document designers

8.2.5　Implications for educationists in English

8.3　Limitations and future directions

References

Index