The semiotic analysis of the texts will follow the framework proposed in Section 3.1，that is，the construction of global coherence，local coherence，and surface cohesion by the visual and verbal resources in the English learning advertisements will be analyzed in three chapters.

As suggested in Section 3.1，the definitions and working principles of the three levels of coherence construction in the multimodal texts—global coherence，local coherence and surface cohesion—will be different from those in purely verbal texts.Therefore，in each of the chapters of textual analysis，the working principle or framework of these levels of coherence construction will be proposed specifically for the English learning advertisements，with reference to both theoretical insights from linguistic theories and features of the multimodal English learning advertisements.The subsequent analysis will be guided by the working principle or framework.After a detailed analysis of the visual and verbal patterns in each of the stages of the English learning advertisements，the ways of how global coherence，local coherence and surface cohesion are constructed in this genre will be generalized.Specifically，in terms of the global coherence，the patterns of how the discourse topical structure organizes and commands the semiotic resources in the whole discourses will be the focus of analysis.In terms of local coherence，the patterns of visual-verbal semantic connection in various stages of the English learning advertisements will be analyzed and discussed.In terms of surface cohesion，the typographical resources in the layout which serve the function of cohesion will be analyzed systematically.