The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. The framework is firmly based on a review of current theorizing on multimodal cohesion and coherence. Following guidelines for good empirical practice. the annotation scheme is tested on 50 ad samples. https://www.bekindtopets.com/mega-super-2-Button-Hand-Control-for-the-Mega-Motion-Lift-Chairs-ELEASMB7120027-save-more/