【正文】 .There’s no time like it.Jewelry by Pulsar.Intricate, delicate, exquisite.Extravagant in every day, yet priced with a decided modesty.Pulsar, timeless beauty that keeps perfect time.This is an advertisement for the PULSAR watch. By applying subtle adjectives to describe the watch, the copywriter manages to perfect the advertisement, making the watch dazzling and elegant. “Intricate”, “delicate”, “exquisite” and “extravagant” color the text and evoke a feeling of speechless beauty and enchantment.(14) Plush Moveable “BH” Teddy BearSnuggly, plush, teddy beat with bright red bow tie and moveable arms, legs and head, will delight children of all ages. Teddy bear fur es in assorted shades of brown. 14 inch high.In this Teddy Bear advertisement, such adjectives as “snuggly”, “plush”, “bright”, “red”, “moveable”, and “assorted” help to describe the outlook and the feature of the product so that the readers can have a detailed picture in mind before seeing the product.(15) Why our special teas make your precious moments even more precious.(16)What’s on the BestSeller list in IBM personal Computer Software?Example (15) and (16) are the advertisement of tea and puter software respectively. In these two advertisements, the parative degree “more” and the superlative degree “best” are respectively used. Here the parative degree “more” is to imply that the product is of better quality pared to other products, while the superlative degree “best” indicates that the quality or the effect of the products being advertised are superior than those of any others.In short, when it es to the description of products, adjectives are decisive, because adjectives have the quality of describing the features and characteristics of the products. Meanwhile, it can show the specialty and the uniqueness of the products to utilize the parative form and superlative form of adjectives. Thus, the proper application of adjectives will arouse consumer’s interest and their desire of purchase.3. 4 Compound wordsThe pound word of English is flexible and changeable and productive in vocabulary. And the ways of pounding is beyond the restriction of syntax. As for an advertisement where wording is very strict and prudential, pound words, somehow, can better express the ideas that the advertisers mean. Thus, pound words bee another significant feature of wording in advertising English (夏政, 2003: 51). For example, chocolateflavored cereal is the cereal that is flavored with chocolate。my”, which will equip the readers with the information that this brand of wine must be produced in France and therefore show their interest in trying it.(22) Order it in bottles or in cans. Perrier… with added je ne sais quoi. In this advertisement of drinking, the copywriter utilizes the French words “je ne sais quoi”, which means “I don’t’ know what” in English. The “je ne sais quoi” is able to arouse the curiosity of the readers as well as adding the French flavor to the product. As France is known for its wines, delicious food, cosmetics, clothing and so on, it would increase the value and appeal of these goods to add a little French in the advertisement. Also in the trademarks of products, French words symbolize the French flavor. The car makers favor using French in their trademarks like “Cordova” and “Biarraitz”. Restaurants are among the case where French words are adored: “Del Taco” “L’Auberge” and “La Scala”. “Bon Voyage” is often used to name the product of perfume, while “Vol de Nuit”—also a brand of perfume—superinduces the mystery and romance of the product. “Lane” is a French name for a cosmetic product. By the name of “Bon Voyage”, “Vol de Nuit” and “Lane”, consumers are inclined to associate the name with the wellknown Paris who enjoys a reputation of beauty and fashion.(23) Knit sophisticates. Two decidedly different ways to say “Chic”.This is an advertisement of clothing. The French “Chic” means beautiful or handsome. Two decidedly different ways mean two kinds of closing—men’s and women’s. Thus, this advertising text is quite in accordance with the theme of advertisement—we are handling the business of men’s and women’s clothing and you will look very beautiful (handsome) in our garments. (24) YOPLAIT YOGURT EST FRANTASTIQUE.This is an advertisement of yogurt. There is a little French culture in Jack Klugman. Yoplait, the yogurt of France, is now made in America and when real Americans get their first taste of it, they’ll say it’s different. It’s surprisingly creamy, amazing smooth. It’s all natural yogurt with active cultures and real fruit mixed throughout. Or, in other words, as Jack would say, “Yoplait est fantastique”. Yoplait yogurt gets a little taste of French culture. There is still another way of employing French in advertising English, that is, add the suffix “ique” to some brands of women clothing, such as “footique” and “bootique”. The suffix “ique” origins in the French word “boutique” that means the stores selling women clothing and daily articles. Therefore, the brand mark is supposed to be exquisite and fashionable when French is applied in it.3. Spanish (25) Cepillate a mennudo con crest para bater las antes de que empiecen.This is an advertisement of Cepillate toothpaste. As Spanish is the third leading language of the world, second only to English and Chinese and there are more than 400 million people speaking Spanish, there are bound to be a large Spanish consuming group. In other words, products sold to these people must be translated in Spanish.Generally speaking, in relation to food and drink, advertisers are usually keen to stress its genuineness and naturalness. So while the product packaging will list all additives, flavorings and colorings, advertisements will identify the brand and basic food content, to suggest the idea that there is nothing but the genuine flavor in the products that the advertisement depicts.4. Discourse analysis1