【正文】 or emphasizes its reliability, such as “We’ve solved a lon gstanding problem,”。 the branches must also possess their similarities. First, length of a sentence in advertising is usually short. A sentence in daily consumer goods ads has words on average。 Kim Schr der, 1981:74), gives the modity profile of two genderidentified magazines: Women and Playboy and also provides the distribution of the different types of advertisements. Table 1 Distribution of three types of advertisements Percentage of ads Women (%) Playboy (%) Daily Consumer Goods Hygiene 10 3 Beauty 18 1 Clothes 12 14 Food, Detergents 31 Tobacco 8 15 Beer, Spirits 25 Leisure 3 Technical Equipment Vehicle 27 Radio, hifi 4 Computer 7 Service Insurance, banking 2 Others 19 1 It can be seen from table 1 that the hygiene, beauty, food and detergents ads are dominant in the women’s magazines while technical equipment ads prevail in men’s magazines. The reason is that women are potential purchasers of daily consumer goods while men are potential purchasers of technical equipment. So advertising language tries to win its audiences by noticing audiences’ gender identity. In addition, since the subjects involved in advertisements vary from simple to plex, shared knowledge by the addresser (ads) and addressee (the audience) varies. For example, knowledge of technical equipment, sometimes demands high educational background or special interests in a certain field. To convey different knowledge clearly, advertisements don’t always speak in the same way. In the following section, we will make a parative study of three points in order to find differences in the choice of words in three types of advertisements: the selection of adjectives, the use of pound words and the use of pronouns. Selection of adjectives Adjectives, as emotive and exciting words, are used to enhance the facts of a certain product or service. In the study of the selection of adjectives, we have first divided adjectives into two 9 groups: descriptive adjectives and evaluative adjectives. The former is used in objective description and the latter give the advertiser’s subjective ments. Then we have listed those frequently used descriptive adjectives and evaluative adjectives in daily consumer goods ads and technical equipment ads, and we surprisingly have discovered descriptive adjectives differ from each other in two kinds of advertisements. Table 2 Comparison of frequentlyused adjectives in daily consumer goods ads and technical equipment ads Descriptive adjectives Evaluative adjectives Daily Consumer Goods Ads radiant, shiny, dazzling, gold soft, smooth fresh creamy, crispy clean easy, convenient rich, effective, crucial healthy, fast valuable, flew essential good/better/best magic Technical Equipment Ads audible, visible highvolume, fullcolour, highspeed magic, sharp invisible, multiple flexible, versatile Table 2 shows that descriptive adjectives in daily consumer goods ads such as fresh, crispy, and soft, tend to convey the sense of sight, touch, and taste. The temptation aroused by this vivid description of a product is hard to resist especially for women who tend to be moved by pleasant senses。 figures, tables and graphs will also be offered to make the paper understandable and persuasive. 【 Key words】 English Advertisements； Lexical； Syntactic； Discourse； Similarities； Differences 1. Introduction Rationale of the study We live in a world of advertising. As potential consumers, we are endlessly bombarded with all kinds of product or service information from various media including newspapers, magazines, television, radio, posters and Inter, etc. Advertising provides a valuable service to society and its members, because it defines 2 for consumers the meaning and the role of products, services, and institutions. It indicates the difference that exists between brands of products and alternative services, as well as the distinguishing characteristics of panies and institutions. Advertising also tells the consumer what a specific product, brand or service should do when it is used and thus helps him or her to understand and evaluate experience with the products and services that he or she uses. On the other hand, by making people aware of products, service and ideas, advertising promotes sales and profits. Finally, advertising is one of the major forces that are helping improve the standard of living around the world. Combined with all these municational, marketing and social functions. Advertising bees indispensable in the modern world. Naturally, advertisements in English have bee an important means of municating ideas, demonstrating a variety of linguistic features of its own. The present study attempts to examine these features at the lexical, syntactic and discourse levels, in the hope of bringing them to light and, thereby, offering help to advertisement writers and language learners. Definition of advertising According to the Definition Committee of American Marketing Association , advertising is defined as follows: Advertising is 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. Focus of the present study Usually, advertising municates information in three types: audio, visual, and language. It is a more mon case that an advertisement is a mixture of the three. In radio advertisements, music is always acpanied by language。 本文共分五個(gè)部分，第一部分和第五部分分別為介紹與總結(jié)，中間三個(gè)部分為本文核心，分別展開廣告英語在詞匯﹑句法﹑篇章三個(gè)層面的分析。 1 英語廣告中的語言特征分析 AN ANALYSIS OF LANGUAGE FEATURES I