【正文】 family the one beverage they’ll always need”. (黃子文,2002:141) NounsPronouns of the first and second person “we”, “I” and “you” outnumber the other pronouns in advertisements. It is because that “we”, “I” and “you” help to create a friendlike intimate atmosphere to influence and persuade the audience. Just as mentioned before, cordiality is one of the most striking features of advertisement. Advertisements with lots of pronouns of the first and second person are called gossip advertisements. Here, gossip has not the least derogative meaning. It originates from old English god sib, meaning friendly chats between women. Advertisements that go like talking with friends closely link the advertisement and the audience(華英,2002:114). The audience will easily accept a product, a service or an idea as if a good friend has remended them.Though pronouns of the first and second person are popular in advertisements, there are some differences in the use of these pronouns in different kinds of advertisements. The first person “we” almost never occur in daily consumer goods advertisements and technical equipment advertisements, whereas “we” are used in almost 80% of the service advertisements in the corpus(夏政,2003:144) In service advertisements, the use of pronouns, “we” and “you”, is statistically significant. “You” and “we” almost appear in every advertisement(夏政,2003:149) Institutional copy is often used to sell an idea or the merits of the organization or service rather than sales features of a particular product. In most cases, institutional copy is also narrative because it lends warmth to the organization. Banks, insurance panies, public utilities, and large manufacturing concerns are the most mon users of the institutional copy. Nouns are laid after adjective, which are determiners of nouns. Usually, there should be no more than two determiners in product name or the manufacturers’ trade name. When there are several adjectives beautifying one noun, these adjectives must be in this orderdeterminers, descriptive adjectives, and adjectives of size or condition, adjectives of type. The following are examples for this order.,“ Tender, flaky biscuit” “ New thicker formula APRAY’N WASH” “ Free breathable nylon panty” “ AllNatural, drugfree pain relief” “ Sensational New Shampoo Curls” (單亦禎,2004:478).Possessive case is widely used in advertisement English. “Pedicur ist’s File Eases the Pain of Ingrown Nails.” “Ballet dancers’ bestkept secret gives you flexibility, endurance, strengthwithout adding bulk.” “Verdi’s La Forza del Destino. This tragic story will touch you, its music will move you,” “Tiger’s Milk Bars”. Possessive case is similar to personification, which make description vivid. CompoundBoth the mass media, when reporting news items and marketing and advertising personnel have to consider the emotive power of the words they use. First, they make a decision about what to municate and what to withhold. One way in which advertisers adapt language to their own use is to take pound words and use them as adjectives(汪榕培,1997:189). Compound word is often a noun or an adjective made up of two or more words. They are often seen in advertisements. Some pounds bee widely used in normal situations. Examples of these pounds which have bee part of the English language include “topquality, economysize, chocolateflavored, featherlight and longerlasting.”Compound words turn up in 65% technical equipment advertisements, 40% points higher than that of daily consumer goods advertisements。 30% points higher than service advertisements(夏政,2003:192). Compound words in technical equipment advertisements, are usually bined to give an exact description of a certain feature or a certain function such as highvolume, fullcolor, multifunctional, nonstop, watercooled. Usually numbers are employed in front of the hyphen, which is seldom seen in other advertisements, such as 64bit, 24valve, 4wheel, 255horsepower. In parison with daily consumer goods and services, technical equipment is much more plicated in function and structure. It is just the advantageous function or newly designed structure that the advertiser wants to highlight in technical equipment advertisements. Thus, the advertiser employs, even coins, so many pound words that they can make the introduction of plicated technical equipment brief and precise. Grammatically, pound words help to avoid using clause, and help enhance the readability of advertisements(夏政,2003:209). Generally speaking, there are types of pounds as follows:(10) a. (n+n) ： sunlight ／shine ／glasses，F(xiàn)rench ／Englishman，headache ／master ／teacher，moon cake ／light，team ／house ／homework， shellfish，earthquake，cup ／keyboard，doorbell， fireplace，farmland，hometown，salesgirl，necklace，wardrobe，spaceship，etc． b. (adj+n) ：loudspeaker，goodbye， midnight ／day，blackboard，Midautumn c． (ving+n)：sitting ／waitingroom．．．d．(v+n)：playground ／house， watchtower，chopsticks，washroom，checkout， e．(n+ving)：handwriting，homecooking，thanksgiving，rollerskating f．(v+adv)：Gettogetherg. (adj+ned) ：kindhearted， glass－topped h．(adj+ving)：Goodlooking, easygoingi．(adv+ving)：Hardworking j．(n+ving)：Englishspeaking (單亦禎,2004:302) AbbreviationsLanguage 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 slightly and in a 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(單亦禎,2004:114). Armchair, for e