Chapter 3 provides a general description of the genre structure and features of the English learning advertisements.They are a complex，multi-semiotic，hybrid genre with a hierarchical structure.

The multi-semiotic nature means that there are several semiotic systems simultaneously at work in the advertisements，among which the major ones are the verbal and the visual.Therefore a multimodal perspective of discourse analysis is required to study this genre.

The complexity in structure and content in the English learning advertisements is shown in the diversity in the multiple functional stages and phases.That is，obligatory and optional stages in this genre，with their special features in semiotic configurations，all contribute，each in its own way，to the overall discourse topic and communicative purpose.The great differences between the various stages also require the semiotic analysis of the genre in later chapters to take a stage-specific approach.The hybrid nature of this genre means that it incorporates features from more than one genre，such as the educational genre，promotional genre，scientific genre and institutional genre.The hybridity and heterogeneity in nature can also account for the complexity in the semiotic configurations in the various stages and the use of multimodality in the first place.In all，the diversity in semiotic patterns at the expression level makes the exploration on the construction of discourse coherence an especially interesting undertaking.

The semiotic analysis of the coherence construction in the English learning advertisements in Chapters 4，5，and 6 provides a systematic and detailed description of the semiotic configurations in the various stages of this genre.The discourse topical structure realized by verbal and visual elements，the semantic visual-verbal relations，and the layout design in this genre are all given in-depth analysis which can deepen our understanding of the meaning-making in the English learning advertisements as a special genre of multimodal discourses.The understanding of the genre is further advanced by the results from the empirical studies on reader reaction in Chapter 7 which shed light on the processing and comprehension of the advertisements on the reader's part.