【正文】 an effective way to appeal customers, and to strengthen the advertisement and propagate the effects (殷利,2001). In advertising English, we can easily find some foreign words like French and Spanish which often present in the advertisements on wines, food, cosmetics, and clothing. FrenchIf the copywriter would show his geniuses in making advertisements of wines by introducing some French, it is beyond question that the readers will believe the purity of the wines.(21) Fine Champagne Cognac Only R233。my. The world’s favorite VSOP. In this wine advertisement, the quintessence is the French words: “R233。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 analysis“Discourse analysis, therefore, means the analysis of spoken or written language that is ‘serious’”. “The discourse analysis is mitted to an investigation of what that language is used for”(黃國文 葛達(dá)西,2006:36). Halliday holds that discourse analysis consists of context of culture, context of situation, and munication role. Context of cultureLanguage is the social phenomenon and the reflection of the social activity. Every text is produced and then affected in a particular context of culture which refers to the text expressing all the meanings in the special society and culture including purpose of munication, way of munication, form of munication, content of munication, etc. (黃國文 葛達(dá)西,2006:42). Context of culture is reflected by “genre”, which consists of schematic structure and realizational pattern. Context of situation It is immediate environment of language activity, which is time, place, topic content, and the relation among people related to transfer municational meanings. Halliday and Hasan (1985) divided context of situation into three parts: field, tenor and mode (黃國文,2001:128). These three parts are the source of ideational function, interpersonal function and textual function. (a) Field refers to what is being talked about, what is it that the participants are engaged in, in which the language figures as some essential ponents. (b) Tenor refers to the people involved in the munication and the relationship between them. (c) Mode refers to how the language is functioning in the interaction, . whether it is written or spoken. Field determines the experiential meanings that are expressed, tenor determines the interpersonal meanings and mode determines the textual meanings. And these three functions are embodied by lexicogrammar. As for advertising English, almost every text of advertisement subjects to the analysis