【正文】 ising’, taking its origin from the Latin word ‘Advertere’ which means ‘to catch people’s attention’, is the act to tell the public about a product or a service in order to encourage people to buy or to use it (夏政, 2003). The New Encyclopedia Britannica had defined it as “the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised” (, 1993:113) . Advertising is such a plex phenomenon and process that it is very difficult to define it. It was not until the end of 17th century that with the development of merce the word “advertising” became popular and obtained the meaning of “to spread mercial information”. Ablert Lasker，the father of modern advertising, said that advertising was “salesmanship in print”. American Marketing Association (AMA) defines advertising as 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. (夏政, 2003). As a kind of English for Special Purpose, advertising English is a term often used to describe a text related to sales promotion. However plex it is, advertising English belongs to the category of languages and makes no exception to those features that languages own, bearing its unique characteristics phonologically, rhetorically, syntactically, and lexically in especial. Advertising English constitutes a lively repository of vocabulary, ranging from the formation to the selection of words. In advertising English, a word that is of regular meaning may evoke a new amazing meaning when used in special context and for certain purpose. Advertising English serves to persuade the existent and potential consumers to pay for the promoted products of certain brand or take the advertised services of some pany. It gives information about the products to consumers, arouses their good feeling toward the brand of the pany, and in the end motivates them to accept their products or choose their services. In order to achieve these goals, therefore, advertising English is supposed to be attractive either visually or acoustically and characterized with sophisticatedlypicked words or phrases. For instance, by breaking the spelling rules people are familiar with, in other words, by creating words or phrases, misspelling and pounding, the adoption of lexical novelty provokes in consumers vivid and impressing image as well as melodious sounds. Psychologists point out that created words help the readers to appreciate the queer spellings and to spend more seconds to connect them with the items being advertised, which in the end impresses the readers with the advertised brand. Moreover, the use of simple monosyllabic words makes it easier for consumers to read and to understand the language and the purposes it contains. 2. Systemic functional grammar and Textual function Since the 1960s, Halliday, the professor of linguistics, has developed a systematic and prehensive theory of language called “SystemicFunctional Grammar (SFG)”, and published his book “An Introduction to Functional Grammar”. Many scholars also published a number of books and papers on systemic grammar. The research of Systemic Functional Grammar began in 1970s and became popular in the late 1980s. Systemic functional grammarAccording to Halliday, “l(fā)anguage had evolved to satisfy human needs。 and topquality bulbs are the bulbs of top quality. 26In advertising English, copywriters are creative, using plenty of peculiar pound words, words pounded via hyphens. Knowing that pound words can be made up by any words, they create words that are appealing and attractive and choose some colloquial words to pound so that it would establish a kin relationship with the readers (穆念偉 鄧海棠, 2005). The effect of pound words can be vivified by the following example.(17) All bined with loving care to give that ohsogoodtobealive feeling.This is an advertisement of cleaning shower gel. The pound word “ohsogoodtobealive” is simply made up by six words but is very appealing and approachable, and serves to reach the ideal effect of promotion.(18) Even at just over $100 per person per day, our thrillofalifetime trips are cheap.It is a travel advertisement in which the copywriter employs the pound word “thrillofalifetime” to convey the idea that it is worthy even one has to spend $100 traveling in the city because what he can get is the exciting and unforgettable experience in his whole life.(19) Discover the natural richness of cocoa butter with delightfully light pond’s Cream and Cocoa Skin Softening Cream, the refreshing way to soften youngerlooking skin. Pond’s whipped rich, natural cocoa butter into a blend of eight creamy moisturizers.This is an advertisement of Pond’s Cream and Cocoa Skin Softening Cream whose textual style is refined and elegant. This text describes in detail the rich elements and outstanding function of the cream. The copywriter bines the refined words with flexible pound word “youngerlooking”, which will even lead the readers into the fascinatingly graceful realm and make them palpitate with excitement.(20) Inside this jar you’ll find a radiantlyglowing skin, naturallyblushed cheeks, wonderous eyes and colorkissed lips. Suddenly your skin has a radiant sunkissed glow.This is an advertisement of a skin care product where the pound words “radiantlyglowing”, “naturallyblushed”, “colorkissed” and “sunkissed” are shining. And these four pound words are not likely to be looked up in any standard dictionary, for the copywriter made them up to better illustrate the good effects of the product, and to arouse the interest and emotions in favor of the product and persuade the readers to accept it. This text has realized its function by differentiating its advertising style from others, giving information that their