The results of the memory recognition test support，to a large extent，our assumption that all the three levels of coherence construction have significant effects on recognition.

Global coherence，which is directly related to the reader's expectation of discourse topic and thus also to the degree of surprise when a stimulus is shown，can influence how quickly the reader can judge whether the stimulus fits the discourse topic.Local coherence，which is directly related to the semantic connection between adjacent elements，affects the comprehension and thus has significant effect on the precision of memory.The significant effect of visual salience on recognition can be accounted for by its capability of attracting attention.Salience has automatic impact on people's perception，attention and short-term memory.

What needs to be noted is that，since all the three levels of coherence have significant effects on recognition memory，the priority of global coherence and local coherence over visual salience in the surface level is not shown in the memory recognition test.The reason may be attributed to the fact that the participants did not have certain goals when viewing these advertisements.As many researches on visual cognition（see for example，Borgida，and Howard-Pitney，1983;Nyström and Holmqvist，2008）have found，for the goal-orientated and highly involved participants，semantic factors often override surface level factors，for example salience.Conversely，if the participants are not highly involved in the task or not goal-oriented，they tend to be distracted by the surface level factors.The current experiment in this book did not set a definite goal for the participants.They were told to read these advertisements at their own pace as naturally as they usually did.Moreover，although they were instructed to imagine they were potential customers，they might still be influenced by their real identity，that is，international students who use English on a daily basis.Thus they might not be highly involved in the searching for important information for making the choice.Although this has an advantage that they might not be very biased towards any of these advertisements，the consequence is that they were more likely to be distracted by salient features.