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Chapter 1 Introduction 1.1 Research motivation 1.2 Research rationale 1.3 Aims and research questions 1.4 English learning advertisements in China 1.5 Organization of the book Chapter 2 Literature Review 2.1 Coherence 2.2 Multimodality 2.3 Summary Chapter 3 Research Des ign 3.1 Analytical framework of coherence construction in multimodal discourses 3.2 Data 3.3 Research framework 3.4 Research methods Chapter 4 Global Coherence in the Engl ish Learning Advertisements 4.1 A working definition and model of global coherence in the English learning advertisements 4.2 Identifying topics and points of various levels in the English learning advertisements 4.3 Patterns of global coherence across the stages of the English learning advertisements 4.4 Conclusion of this chapter Chapter 5 Local Coherence in the Engl ish Learnin.cl Advertisements 5.1 Working definition and principle of local coherence in multimodal discourses 5.2 Local coherence patterns and the differentiation among the stages in the English learning advertisements 5.3 Analysis of local coherence patterns across the stages of the English learning advertisements 5.4 Conclusion of this chapter Chapter 6 Surface Cohesion in the Engl ish Learning Advertisements 6.1 A working definition of surface cohesion in multimodal discourses 6.2 A working framework of surface cohesion in complex multimodal discourses 6.3 Semiotic analysis of surface cohesion in the English learning advertisements 6.4 Conclusion of this chapter Chapter 7 Reader Reaction tO the Coherence Resources in the Enql ish Learning Advertisements 7.1 Eye-tracking experiment on the coherence construction in the English learning advertisements 7.2 The memory recognition test 7.3 The evaluation investigation 7.4 General discussion and conclusion Chapter 8 Conclusion 8.1 Summary of research outcomes 8.2 Implications and contributions 8.3 Limitations and future directions References Index