The empirical studies include an investigation of the reader's evaluation of the leaflets，because evaluation is an important indicator of the cognitive and psychological processes involved in the reading experience.Compared to the eye movement data and memory recognition which are in the unconscious level of mind，evaluation is the result of conscious judgment made on the basis of the complex cognitive and psychological processes during reading.Therefore，the evaluation of these English learning advertisements has theoretical significance for the study on coherence construction in multimodal discourses from the psychological perspective.

The basic assumption for the evaluation investigation is，as argued earlier in this book，coherence is not a yes-or-no matter，but a matter of degree.Starting from this assumption，an evaluation task on the degree of appreciation of the English learning leaflets was conducted in order to investigate the relationship between appreciation and theoretical assumptions of coherence construction.Section 7.3.1 will introduce the research methodology.Section 7.3.2 will propose the predictions conceived on the basis of the theoretical framework of coherence construction in this book.Section 7.3.3 will report the results followed by a discussion in Section 7.3.4.