Since this book attempts to take new perspectives to study discourse coherence in a rarely studied genre with new research methods，it will hopefully provide implications in more than one aspect.First of all，as a study based on the English learning advertisements as a special genre，this book has contributed to the genre studies through an in-depth description and analysis of the semiotic configurations in this genre and reader reaction to it.Secondly，the three-level framework for coherence construction in the English learning advertisements provides an effective analytical tool for the meaningmaking of multimodal discourses.Thirdly，in terms of methodology，this book combines multiple research methods，including semiotic analysis and empirical methods，to address the research questions.Some of the empirical methods，for example，the eye-tracking technology，have been seldom used in discourse analysis in complement to the semiotic approach.The trans-disciplinary perspective and approach will hopefully contribute to the research methodology of future research in related field.Fourthly，the materials used in this book—the English learning advertisements—are a salient genre of discourse in Chinese society，and thus the analysis of the content and semiotic patterns in them will have practical implications for the document designers and educationists.This section will be structured around the four aspects.