Starting from the genre features of the multimodal English learning advertisements，this book analyzes how discourse coherence is constructed through the configurations of elements from different semiotic modes in various stages of this specific genre.Specifically，this book conducts a multi-dimensional，in-depth analysis of how the verbal and visual elements are organized and cohered in this genre at three levels：globally，locally and at the surface level.

It is，to my knowledge，the first research effort to formulate the genre structure，systematically and thoroughly describe the semiotic patterns of the English learning advertisements，and also conduct empirically sound research on the reader reaction to them.The analyses and studies in this book will contribute to people's understanding of these advertisements as a socially salient discourse type in contemporary China.Due to the multimodal attribute of this genre，some of the results can also shed light on multimodal discourses in general.