【正文】 less directive approach to promote a product, mainly focusing on the building of brand image. As a result, emotive words, most of which are pleasant adjectives, are greatly encouraged to use. You’ll love it even more with the megapixel C2000 ZOOM. (Olympus Camera) The bold parts show the scope of advertisements we study. Daily consumer goods are necessities of daily life, such as food, detergent, hygiene, etc. Technical equipment is technical toys and electric equipment such as camera, vehicle, hifi, etc. Service covers bank, insurance, fund, etc.Actually, advertising works effectively some of the time and doesn’t work other times. The single crucial reason that advertising does not work is that in specific instances the information it conveys never reaches the consumer at all, or is judged by the consumer to be either redundant, meaningless, or irrelevant. For example, a motorbike advertisement will probably be invisible to housewives on the lookout for new cutlery. Social status and individual interest decide that consumer goods ads are mainly targeting at women while technical equipment ads are largely aiming at men. The amount of shared knowledge between the advertiser and the audience together with the thinking habit of the audience directly influences the advertising language. Since products and audience change in every advertisement in order to achieve high advertising effectiveness, language used differs in different types of advertisements. Thus, in this paper we discuss not only the similarities of language shared by all types of advertisements but also differences of language used in different kinds of advertisements. Similarities at the lexical level In order to make the information accessible to audience effectively, the choice of words in advertising is very cautious and skillful. The aim of the advertiser is quite specific. He wishes to capture the attention of the members of a mass audience and by means of impressive words to persuade them to buy a product or behave in a particular way, such as going to Hawaii for all their holiday needs. Both linguistic and psychological aspects are taken into consideration in the choice of words. Sharing the same purpose of advertising－to familiarize or remind consumers of the benefits of particular products in the hope of increasing sales, the techniques used at the lexical level by advertisers do not vary markedly. The following points are some prominent similarities. Few verbs are used on TV and motion pictures, music and language illustration are mixed with each other. In magazines and newspapers, advertisements are a bination of pictures and language of written information. Although music and pictures can provide some hints, or create a kind of atmosphere, the information about the product is limited. Even worse, it may lead to misunderstanding. Thus, we may say that language in a way provides more exact, detailed and dependable information whereas music and pictures only act as a supplementary means in advertising. Advertising language, playing a role of munication and persuasion, has developed its own features. According to the Definition Committee of American Marketing Association , advertising is defined as follows: Advertising is the nonpersonal munication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Focus of the present study figures, tables and graphs will also be offered to make the paper understandable and persuasive.【Key words】English Advertisements； Lexical； Syntactic；Discourse； 本文共分五個部分，第一部分和第五部分分別為介紹與總結(jié)，中間三個部分為本文核心，分別展開廣告英語在詞匯﹑句法﹑篇章三個層面的分析。英語廣告中的語言特征分析AN ANALYSIS OF LANGUAGE FEATURESIN ENGLISH ADVERTISEMENTS【內(nèi)容摘要】本文旨在通過對書面英語廣告的語言分析總結(jié)出廣告英語在詞匯﹑句法﹑篇章上的語言特點。本文的結(jié)論均來自于對語料庫的分析。 Introduction Rationale of the study We live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Internet, etc. Advertising provides a valuable service to society and its members, because it defines for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of panies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these municational, marketing and social functions. Advertising bees indispensable in the modern world.Naturally, advertisements in English have bee an important means of municating ideas, demonstrating a variety of linguistic features of its own. The present study attempts to examine these features at the lexical, syntactic and discourse levels, in the hope of bringing them to light and, thereby, offering help to advertisement writers and language learners. Definition of advertising Buy x. Use it. We make… X will give you what you need. You’ll love x. Get x. Fox All you need is a taste for adventure. (Millstone Coffee) Make pun and alliteration Pun is an amusing use of a word or phrase that has two meanings which is called Polysemy or of words with the same sound but different meanings which is called Homonymy. Pun, the game of words, will leave a deep impression on readers by its readability, wit, and humor. However, to make a successful and impressive pun is not easy. Except for its own meaning, t