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

As discussed above，the concepts of macro-Points and hyper-Points are information-based rather than form-based.That is，as the accumulation of the information in the pertaining section，the macro-Point may have a formal representation as a certain semiotic unit，like the“summary”or“conclusion”in academic papers，but it is not necessarily so.In other words，the macro-Points and hyper-Points are obligatory factors for any text to unfold，but they do not necessarily have a concrete form at the level of representation.Actually，in most cases of the data in this study，the stages and phases do not have a summary，whether in the form of a sentence，a paragraph，or an image.Especially the stages“Statements of Competitiveness”“Course Information”“Testimonial”and“Contact Information”often take the form of itemized list，whether the item is a phrase，a proposition or a paragraph.Take the above Figure 4.6 for example again，all the stage includes is the five pairs of questions and answers，with no separate summary to accumulate their points.But the macro-Point still exists;it is an abstract idea or proposition that gathers together the information in the five pairs of Q&A claiming the strengths and worthiness of their program.