Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements

The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. is firmly based on review current theorizing cohesion and coherence. Following guidelines good empirical practice, scheme tested 50 ad samples, seeking to illustrate genre-specific qualities identify difficulties applying conceptual frameworks data. employs six dimensions coherence: layout, cohesive ties, info-linking, relational propositions, mode-centricity rhetorical operations. In conclusion, we outline some more general challenges that raises when it makes close contact with