【正文】 s that he or she uses. On the other hand, by making people aware of products, services 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 munication, marketing and social functions, advertising bees indispensable in the modern world.As a tool of munication, language is the soul of an advertisement. Being a bridge between the addresser and the addressee, it not only transmits the information of the pany, and its products and services, but also maintains a good image of the brand. It plays an important role in advertising. It indicates the differences that exist between brands of products and alternative services, as well as the distinguishing characteristics of panies and institutions. As a special kind of language, advertising language is very different from other languages. It has its own features in morphology, syntax, and rhetorical devices. This paper will focus on the characteristics of advertising language. It is hoped that, by analyzing the characteristics of advertising language, the consumers will be aware of the advertisementswhat is a good ad and what is a bad one. Other things such as the definition of advertising, functions of advertising, and ponents of advertising will also be presented with the purpose that readers will have a basic acknowledgement of advertising and then understand advertising in a proper way. ⅡAdvertising Origin of Advertising In China, advertising activities cover a long history, about 3000 years ago, but advertising originated from Latin word “adverture”, meaning shout and cry. In about 1300—1475, it became the middleaged English word “advertise”, with the meaning of “attracting someone, tell someone to do something”.The earliest advertising in western world may origin from Egypt. In the end of the 17th century, a large number of mercial activities has began, then, advertising became popular and used widely. During that period, advertising referred not a piece of advertising, but a series of activities. It had been given new meaning, changing from a concept of a matter (advertise) to modern word advertising. In 1872, advertising was translated into “Guanggao” by Japanese. So we can see that the acknowledgement of advertising in oriental countries was later than that in western countries. Definition of Advertising Along the times goes, the meaning of advertising is changing. But in which way on earth the modern advertising is defined? According to McCann Erickson Inc., the advertising agency that develops CocaCola’s national campaigns, advertising is “truth well told.” This philosophy is echoed by Coke’s vice president of advertising, William Sharp, who says that a mercial for CocaCola should have the properties of the product itself.(Coke’ advertising) should be a pleasurable experience, refreshing to watch and pleasant to listen to. It should reflect quality by being quality. And it should make you say, I wish I’d been there, I wish I had been drinking Coke with these people.[1]That’s what advertising is to CocaCola. But can the same be said for other products and services in the marketplace today? Albert Lasker, who has been called the father of modern advertising, said that advertising is “salesmanship in print.”[2] That may well be. But he gave us that definition long before the advent of radio and television and at a time when the nature and scope of advertising were considerably different from what they are now.The definitions of advertising are many and varied. It may be defined as a munication process, a marketing process, an economic and social process, a public relations process, or an information and persuasion process, depending on the point of view.This paper shall use the following definition of advertising: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.[3] Components of AdvertisingAccording to the definition of the advertising, most of the advertisements should have the following ponents: The NonPersonal Communication of InformationAdvertising is not aimed at any individual, or by any individual. It’s a nonpersonal transmission of information aiming at the public or a certain group of people. Because of the nonpersonal features of advertising, the dissemination and operation of it should be restricted by the law of a country, the moral standards, psychology, zoology, and environment of protection. The information, methods, media, and other ponents of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public. Usually Paid forThe advertising fees are paid by the advertiser no matter it’s operated by itself or other agency. Because advertising is a kind of marketing action, an advertiser has to pay for its advertisement. There are quite a few people who consider that too much advertising fee will inevitably raise the price and cost of the product, and thereby will influence the sale of the product. However, this conclusion is a onesided view. Advertising can bring you a huge profit by reasonable planning and proper operation. Usually Persuasive in Nature About Products, Services, or IdeasAdvertising information is the principle contents an advertisement wants to disseminate. Advertising is a serious of planning action, so the information of advertising should be aimed at the certain target market and consumers, and should avoid aimlessness. The dissemination of information should be accurate, definite, recognizable and moderate in length. An effective advertisement involves not only “what to say”, but also “how to say”. By Identified Sponsors The advertiser is the sender of information and all the advertising activities should be consistent