The textual construction of global coherence in the English learning advertisements is，as elaborated in previous sections，realized by a hierarchical network commanded by the overarching macro-Topic and hyper-Topics of various levels.The hyper-Topic of different stages in this genre determines the different patterns of verbal and pictorial elements and the way they are structured（for the illustration see Table 4.4 below）.Specifically，the stage of Reader Attraction has intertextuality with consumer ads and shows highly variable topical structures in the verbal texts and generic images to attract attention and elicit sensations from the reader;the stage Corporate Profile has a linear structure of“background—mission—achievements—present&future”and pictures of attractive offices and smiling employees and clients;the Statement of Competitiveness is the most complicated stage in global structure because it has several common phases which has their own topical system and structure.For example，the Teaching Method phase bears salient features of scientific genres.The stage Course Information is dominated by tables in which categorized information about the courses is slotted.The semiotic pattern in Testimonial is the verbal evaluation given by witnesses combined with their photos.The verbal evaluation has a hierarchical topical structure“problem—encounter the school—changes for better—affective commitment”in which the“changes for better”is always the most elaborated and“affective commitment”serves as the conclusion.

Table 4.4　Global topical structure across the stages of the English learning advertisements