【文章內(nèi)容簡介】 first two advertisements, present tense and active voice are used. Besides, “we” and “you” let us reared the advertisement a good friend helping you. Advertisement for fitness equipment above tells people that health is valuable wealth and walking is good for health. So are you going to use this fitness equipment of walking? It sounds like an ancestor, caring about people’s wellbeing. Choice of vocabulary Language has a powerful influence over people and their behaviors. This is especially true in the fields of marketing and advertising. The choice of language to convey specific messages with the intention of influencing people is vitally important. The English language is known for its extensive vocabulary. Where many other languages have only one or two words which carry a particular meaning, English may have five or six. Moreover, the meanings of these five or six words may differ very slightly and in a very subtle way. It is important to understand the connotation of a word. Connotation is the feeling or ideas that are suggested by a word, rather than the actual meaning of the word. Armchair, for example, suggests fort, whereas chair arouses no particular feelings.3. Morphology in advertisement EnglishWith its special features, the choice of vocabulary in advertisement is different from that in usual passages. Lexical in advertisement is serious flexible, colorful and appropriate. Advertisement is a patible and gathers furnace which absorbs and integrates other culture and words. Endless new words are created under the principle of morphology. Culture is progressing, language is developing and vocabulary is changing accordingly. Selection and usage of words is one of the core aspects in English advertising. Definition of morphologyMorphology is a general concept with many branches. It has two basic aspects as follows. (1) Biological Morphology: a. A branch of that deals with the form and structure of organisms without consideration of function. b. The form and structure of an organism or one of its parts: the morphology of a cell。 the morphology of vertebrates.(2) Linguistics: The study of the structure and form of words in language or a language, including inflection, derivation, and the formation of pounds. (汪榕培，1997：174） Morphology in advertisement English CoinageCoinage means the process of making new words or phrases by mixing more than two words, taking in exotic words from other countries, etc(單亦禎, 2004:45). It always proposes something new and different. Creativity is the attracting point of advertisement. Creativity of one advertisement starts from the microscopic aspect, especially vocabulary. The following creative advertisements are the best examples:(6) “Give a Timex to all and to all a good time” “The Orange motets Drink in the world”“Ezyrub” “Drink a Pinta Milk Day” (徐小娟,2004:74)Timex, a brand of watch, is made up of “time” and “excellent”, indicating giving accurate time to users. “The Orange motets Drink in the world” is bination of orange, most and est. Customers can connect this drink to high quality and high purity. “Ezyrub” is a pound of “Ezy” (the product name) and “rub”. “Ezy” and “easy” have the same pronunciation. “Drink a Pinta Milk Day” actually is reorganization from “drink a pint of milk a day”. After reorganization, it sounds more rhyme. Creative spellingMisspelling is not a mistake due to carelessness. Composers practice imagination and break typical principle. Creative spelling is free, strange, interesting and brings many coinage. The words with suffix “y” give us curiosity and fresh sense, such as “Milky”, “juicy”, “chewy”, “chunky”, “silky”, “minty”, “toasty bread” and “ oveny biscuits”. Words with “super” can emphasize excellence of products, such as “superfine’, “superexcellent”, and “supernatural”. There are some interesting advertisements:(7) a. “we know eggsactly Flow to tell Eggs”. b. “ TWOGETHER The Ultimate All Inclusive One Price Sunkissed Holiday. ” c. “ hat’s ne? At , the answer is a lot. So, hat are you aiting for? ”d. “ XXL Hot Dog. XXXXXXL Taste. ” (夏政,2003:278)In advertisement (a), “eggsactly” pronounces similarly to “exactly”. The “wrong” spelling creates a shining new and strange word. In advertisement (b), “together” is a varied form. Two indicates happiness of the couple elegantly. In advertisement (c), continuous “w” takes on a new look and makes the words more attractive. It happens that these words start with “w” and their new formation is plied with the website “”. Moreover, as it is know that “XL” means enlarged so advertisement (d) means that the more amount and the better taste. Derivation and exotic wordsExotic word is a good choice to emphasize quality or exotic flavor. English words are used in Chinese advertisement, while in English advertisement, especially in advertisements for wine, food, cosmetic and clothes, French and Spanish are usually used. It’s typical that people are always interested in foreign things, especially which are famous and can stand for one country. For example, perfume and wine in French are famous all over the world, so using French in English grape wine advertisement can confirm the purity and quality, and French in perfume advertisement can increase romantic feel. “Order it in bottles or in canners Perrier……with added je ne sais quoi” is an advertisement for French drink (夏政, 2003:170). “Je ne……”in this advertisement means “I don’t know what”. The French words constribute to an advertisement full of French flavor. Usually, there are words with “igue” in trademark, such as “Footigue”, “Clingue”. It’s easy for customers to connect them wi