With the spreading of globalization and people's increasing awareness of the importance of English，the learning of English language is given unprecedented emphasis in China.There is a huge demand of English teaching and learning.Apart from the English programs required in school curricula，many institutions of commercial nature see the great profit on the market of English teaching and have launched various English teaching programs.In order to attract clients，these private-sector English language schools develop large quantities of promotional materials such as print leaflets，videos，outdoor posters and webpages.The promotional discourses of English learning have a great influence on Chinese people's life.

This research aims at a key，yet little understood，genre of the promotional materials that is most widely employed by these organizations—their print advertisements，including flyers，leaflets and brochures.As these texts incorporate both visual and verbal resources，understanding how they persuade readers requires a multimodal approach.The purpose of this book is to investigate how these visual and verbal resources cooperate to form coherent and effective advertisements.

As an introduction to this book，it is useful to review the research motivation（Section 1.1），rationale（Section 1.2），research questions（Section 1.3），as well as to briefly introduce the English learning advertisements（Section 1.4），and to present the outline of this book（Section 1.5）.