【正文】 胡壯麟, 2001:420)3. Lexical Features The textual function of advertising English is to equip the customers with the information (the features, benefits, functions, and value of the products, ect.) they need to make purchase decisions. Advertising aims to differentiate products from others, convey information, induce new customers, gain repeated customers, stimulate the distribution and build brand preference and loyalty (夏政, 2003). In order to achieve these aims, copywriters try every effort to make the advertisement appealing by using sophisticated lexical devices, such as employing monosyllabic and simple colloquial words, creating words or phrases, misspelling and pounding. wordsIn advertising English, it is highly appreciated in the text of advertising to establish close and interactive relation with readers. (王樹槐 王群, 2006). Thus, brief words, like monosyllabic words, can produce great effects. Rather than “attempt”, “purchase”, “peruse” or “employ”, copywriters prefer to choose “try”, “buy”, “read” or “use” to promptly express the ultimate information rather than hinting simply by using flattering words if they are not attempt to make those elegant advertisements as incarnating their wonderful products or services. Monosyllabic words are words having only one syllable, which are easy to read and to remember. For example:(1) The world of MusicThe world of ArtThe world of TheatreThe world of SightThis is a travel advertisement of a city. The city is pared to “Music” “Art” “Theatre” and “Sight”. We can see the copywriter appropriately adopts monosyllabic words, repeats the monosyllabic word “world” to impress the readers and plants in mind a seductive picture. By employing monosyllabic words, the copywriter produces a rhymed and striking text, inducing new ers.(2) Ever wonder why most guys in pants ads are standing up?This is an advertisement for trousers. The copywriter uses “guys” “pants” and “ads” instead of “men” “trousers” and “advertisement”, in that the former ones are much easier to catch than the latter ones, bringing a feeling of closeness to the readers and creating in mind an image of casualness and handsomeness with the pants.Example (1) and (2) illustrate the textual function of employing monosyllabic words in advertising English. Words of one syllable are easily understandable and memorable, as well as creating an effect of rhyme and vividness. What’s more, monosyllabic verbs in advertising English can save time and space but never lose the power to attract readers. Monosyllabic verbs or verbs of short spelling are quite popular in advertising English, such as “give”, “make”, “try”, “e”, “go”, “see”, “have”, “get”, “keep”, “use” and so on. In short, as for the quality of being easily memorable and understandable, monosyllabic words serve to realize the ultimate purpose, that is, to capture the wouldbe customers and to persuade them to purchase the products or make use of a certain kind of service. Coinages，misspellings and abbreviationsAs English is a language made up by spelling, in advertising English, copywriters can make good use of the spelling features to endue the advertisements with creativity and then appeals. They follow such rule as “to limitlessly apply limited sources”, to cater for the psychological needs of customers. Thus, coinages, misspellings and abbreviations are among the priorities when it es to the wording.Coinage is a process of inventing a word or phrase. “It is a remarking feature of advertising English, which means little according to regular grammar but is known for the novelty and pact formation”(劉霽, 2007) . For instance:(3) Merry xmasMerry XLmasMerry XXLmasExample (3) is an advertisement of chocolate candies. Merry xmas is an anagrammatic spelling which implies that this product being advertised is a Christmas gift. In the picture beside the print, the sizes of the three beautifully packed boxes bee bigger, which in turn help people associate with the size expression X, XL, XXL. XL means extra large and XXL means extra extra large, which also produce visual freshness. As a letter, X is very remarkable in its capitalized form, and its pronunciation is /eks/, which is exactly the same to that of “ex”. Moreover, “ex” usually has the association with “excellent” or “surpass”, thus XLmas and XXLmas may implies that it is better in quality than other Christmas gift and it will give the customers much more pleasure and bigger surprise.(4) First of all, because now Yoplait is thicker.Second of all, because it’s creamer.Third of all, because it’s still 100% natural and really very good for you.Fourth of all, because to me Yoplait tastes better than all the other yogurts.Example (4) is an advertisement of the yogurt. In this text, the copywriter realizes the textual function by making up pletely new phrases “second of all”, “third of all”, and “fourth of all”, which do provoke the visual impact on customers. Although these three phrases are grammatically meaningless, the effect is clear—fluent and natural, able to highlight the priority of the product. (5) When you have been voted best airport in the world two years in a row, what do you do for an encore? Create an Airtropolis.This is an advertisement of an airport. The elite of the text lies in the word “Airtropolis”, which equals to air plus metropolis. Metropolis means a large important city (often the capital city of a country or region). Here it is associated with air, implying that the airport being advertised is an airport with various scheduled flights, numerous flight courses and best facilitation. In other words, the airport being advertised is a “downtown” for the airplanes.In addition, there is still another way of coinage, that is, creating a word that pronounces similarly or nearly similarly to the original word to arouse a feeling of foregrounding. In this case, the original word and the coined one sound almost the same