The eye-tracking experiment is exploratory in nature.Through eliciting natural reading behavior on authentic materials，this experiment explores the eye movement data in the multimodal English learning advertisements.What needs to be noted is that the eye movement data are the result of a group of factors working simultaneously instead of linear one-to-one relationship with each level of coherence resources.It's out of the convenience of analysis that the discussion of the eye movement data was done in such a way that the three aspects of coherence construction，namely global coherence，local coherence and cohesion in layout，were treated as separate factors affecting the cognition.

For global coherence which is translated into reader expectation，the result is negative correlation with looking time.It shows that the global coherence affects the attribution of looking time in various elements on the page，so it has top-down effects in the reading behavior.For local coherence between the verbal and the pictorial with degree of semantic connection as the criterion，its negative correlation with the number of gaze switches between verbal and pictorial areas indicates that the semantic connection determines，to a large extent，the reader's effort in building coherence relations，and lies at the heart of the reader's comprehension of the page as a whole.For cohesion in layout，the structural cues and salience，as visual properties of elements，serve as factors affecting bottom-up processes in eye movement patterns.

As Richardson，Dale and Spivey（2007：325）state，in general，when viewing a static scene，the eyes appear to be driven by both visual properties of the stimulus and top-down effects of knowledge and expectations.The results in this eye-tracking experiment support this view.The reader expectation of the topics and the semantic connection between component elements，which form the fundamental cornerstones of the semantic aspect of discourses，have top-down effects on the cognitive processing reflected in the eye movement data.As Buswell（1935，cited in Richardson，Dale and Spivey，2007）finds，an art expert will inspect a painting differently from a naïve viewer in the aspect of the top-down effects for example，the viewers'saccades to semantically important regions of the painting like faces.The prior knowledge which is related to reader expectation plays a key role here.On the other hand，as Section 7.1.4.3 on salience shows，the eye movement is also affected by the visually salient elements.Therefore，the global coherence，local coherence and surface cohesion in layout，with their different effects on the reading behavior，work together for the readers to comprehend the advertisements.