【正文】 10%。 Service 25% 30% 5%Technical Equipment 15% 15% Table 4 tells which type of headline is most used in a certain type of advertisements.Table 4 Comparison of headline s in three types of advertisements A headline has numerous functions. First of all, the headline must attract attention to the advertisement fast. It should take only a few seconds to capture the reader’s attention. Otherwise, the entire message may be lost. A headline also selects the reader, that is, it tells whether the advertisement’s subject matter interests the reader. The idea is to engage and involve the reader, suggesting a reason to read the rest of the advertisement. Therefore, the headline is the most important in an advertisement.Generally, we can classify effective advertising headlines into five basic categories: benefit headline, provocative headline, news/information headline, question headline, and mand headline.Benefit headlines make a direct promise to the reader. News/information headlines include many of the howto headlines and headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information. Provocative headlines are used to provoke the reader’s curiosity. To learn more, the reader must read the body copy. A question headline will pique the reader’s curiosity and imagination by asking a question that the reader is interested in. A mand headline orders the reader to do something. It motivates the reader through fear or emotion or because the reader understands the inherent correctness of the mand. Comparison of headlines of different types of advertisements William F. Arens, 1992:294) has shown that, on average, three to five times as many people read the headline as read the body copy. Therefore, if the advertiser hasn’t done some selling in the headline, he has wasted the greatest percent of his money. So it might be suggested that advertisers should not be afraid of long headlines. Headline or emphasizes its reliability, such as “We’ve solved a longstanding problem,”。Fourth, the passive voice is usually avoided because the passive voice gives the audience an indirect and unnatural feeling. In daily munication, passive voice is seldom used。 Obviously, by using elliptical structure, sentence a is far more brief, eyecatching and forceful than sentence b. What’s more, it conveys attitudes that sentence b lacks. Sentence a implies a kind of appreciation for the phone, by splitting the sentence into several fragments and rearranging its word order. Therefore skillful arrangement of elliptical sentences may add color to a sentence. Third, as to sentence patterns, interrogative sentences and imperative sentences are heavily used in English advertisements. Imperative sentences are short, encouraging and forceful. They are used to arouse audiences’ wants or encourage them to buy something. For instance:　 Enter something magical. (Oldsmobile) Feel the clean all day. (ALMAY) Bye one. (Honda motor) … in service ads, words.Second, as to sentence structure, simple sentences and elliptical sentences are often used in advertisements. Compared with plex sentences, simple sentences are more understandable and forceful. Elliptical sentences are actually inplete in structure but plete in meaning. The adoption of elliptical sentences can spare more print space, and take less time for readers to finish reading. In addition, a group of sentence fragments may gain special advertising effectiveness. Let us pare the following two advertisements. 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。 3. Syntactical features Use of pronouns Pronouns of the first and second person: we, I and you outnumber the other pronouns in advertisements. It is because that you, we and I help create a friendlike intimate atmosphere to move and persuade the audience. 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. The audience will easily accept a product, a service or an idea as if a good friend 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 the three kinds of advertisements. The first person we almost never occurs in daily consumer goods ads and technical equipment ads, whereas we is used in almost 80% the service ads in the corpus. The following are some examples.What can we do for you? So e on and join us as we celebrate MillenniaMania Singapore. …, we help our neighbors find the best ways to give to their favorite charities173。 30 percentage points higher than service ads.Compound words in technical equipment ads, are usually bined to give an exact description of a certain feature or a certain function such as highvolume, fullcolor, multifunctional, nonstop, watercooled. Often numbers are employed in front of the hyphen, which is seldom seen in other advertisements, such as 64bit, 24valve, 4wheel, 255horsepower.This difference can be accounted for in terms of the different plexities of the goods. 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 ads. 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 cl