本书通过理论探讨、文本分析和实证佐证，深入阐释了英语学习广告中的符号运用策略，揭示了多种符号系统如何在多模态语篇当中互动合作，并探索了这些语篇中的构建连贯的资源如何与读者的心理认知机制互动，共同构建出一个连贯的理解。
本书针对的读者群体为语言学专业的研究生、教师和研究者以及英语教育领域和广告设计领域的从业人员。

孟艳丽(1982一 )，女，生于河南孟津，副教授，硕士生导师，2011年于北京大学获语言学博士学位，现任职于中国科学院大学外语系，研究方向为系统功能语言学、社会语言学。曾荣获北京市研究生英语教学研究会青年教师基本功大赛一等奖，发表论文二十余篇，主持校级项目两项，主持教育部人文社科项目“中国英语教育话语中的意识形态传播机制研究”。

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