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.roneverhart.com/Apple-11-inch-iPad-Pro-Wi-Fi-64GB-Space-Gray-2018-release/