Since all the researches conducted in this book are based on a special genre of multimodal discourse—the English learning advertisements，they help us to obtain a comprehensive and deep understanding of this specific genre，such as its signification strategies，structure，layout design and readers'comprehension of it.On the basis of the results of analysis and empirical studies，we can draw practical suggestions for the English language schools and other language program promoters in China as the designers and producers of these discourses in the three aspects of the analytical framework of coherence.

In terms of global coherence，we have found that the readers'expectation of the discourse topical structure largely affects their processing and appreciation of the discourse.That is，those semiotic units whose topics that are not relevant to the discourse topic—English teaching and learning—lead to more attention in unconscious eye movement，more confusion in memory recognition test reflected in the longer reaction time，and negative attitudes in conscious evaluation.The results indicate that the readers，at least those represented by the participants in my research，are reasonable potential customers.Their unconscious behavior in reading and memory retrieval and conscious evaluation all reflect their concern for the central issue of these advertisements—English teaching and learning.Therefore，the suggestion for the designers is to place or maintain the content about English learning as the emphasis of the whole advertisement，and at the same time minimize the representation of the“fancy”topics that are not directly related to English learning.

In terms of local coherence，the present research has found that：（i）in the Reader Attraction stage，the best appreciated type of visual-verbal link is the associational type.That is，the semantic connection between the visual and the verbal should neither be too direct nor too remote so as to produce the effect of cognitive pleasure in the reader;（ii）the eye-tracking experiment shows that the closer the information linking is between the visual and the verbal，the easier it will be for the reader to comprehend the meaning as a whole and the less confusion and difficulty it will cause;（iii）in other stages of the English learning advertisements，the memory recognition test shows that the strongly connected semiotic elements lead to better comprehension and thus more precise memory.Therefore the suggestions for the designers are to make the visual-verbal relations in the cover page neither too direct nor too remote，and to make those in other stages as direct as possible.

The analysis of the layout reveals that the typographical devices signaling discourse structure and importance of elements are made use of by readers to recognize the discourse structure and important information more quickly and thus facilitate comprehension.Layout that shows clear，balanced visual structure and harmonious organization of information on the pages leads to better appreciation.Therefore the suggestions for the designers are to take advantage of the typographical features to facilitate reading through further clarifying the coherence relations in the discourse and creating cohesion among the various elements.

Although these suggestions have been given with the special consideration of the designers of the English learning advertisements，many of them should be actually applicable in the design of other promotional multimodal discourses.