【正文】 which would influence the likes and dislikes of customers. If colour words are properly named and associated firmly with the quality and function of the product, it will surely turn the customers’ attention from the first impression to a deep and outlast understanding of the product itself.Colour word is a lure lying amongst the buyers. They can be seen in any kind of the advertisement. The family of colour words will sooner develop and diversify. On the one hand, when selecting colour words, the advertiser should also consider their relation to the product. On the other hand, their associative meanings must match the quality of the product. Or else, it is hard to reach the purpose of selling goods.Let’s look at some examples and analysis the usage of colour words in advertisement.(2) 潤發(fā)洗發(fā)水：青絲秀發(fā)，緣系百年。奧妮：黑亮的頭發(fā)，我喜歡?！盉eer sales are a promising business. We can see the author’s primary purpose to write down this advertisement. “From skyblue water” is not just a slogan but also a kind of guarantee to the buyer that they could be 100% free from worrying about the taste and the quality of beer. Colour blue gives us senses of pure and reveries which are the favourite of beer drinkers.(5) To me, the past is black and white, but the future is always color．....對(duì)我而言，過去平淡無奇；而未來，卻多姿多彩——軒尼詩酒It is a wine advertisement. We may see that there is an obvious pair of opposite colour words——“black and white” means a plain life. It is no doubt that this advertisement wants to tell us the special part of the wine, that is to say, it is wonderful. Meanwhile, it gives an affirm answer that the wine corporation will develop fast on a right track and produce more good quality of wine which is patible on the ruling market.(6)太陽更紅，長虹更新——長虹電視 Almost every Chinese people know Changhong television. It is a famous brand TV. The advertiser applies a literature rhetoric means to pare the past and the future of Changhong TV. We can imagine that Changhong’s future development will as the same as the rising sun that shining more brilliantly in the world. Moreover, colour red is a traditional colour in Chinese people’s heart. It symbols the passion and hope. It will surely inspire the purchasing desire of the customer.(8) 保護(hù)嗓子，請(qǐng)用金嗓子喉寶——金嗓子喉寶 Golden pills which are for curing and protecting the throat have earned a good reputation. It is a petitive product in Chinese market. It enjoys a fast sale in the high salary group such as teachers and whitecollar workers. For one thing, colour gold hints the economic power of the pany. For the other thing, the producer names the product with colour gold on purpose in order to tell his clients that the quality of the golden pill is as sound as the gold. As a matter of fact, the pany at last reaches the goal and wins hundreds of thousands of buyers.(9) 某石灰廠廣告——“白手起家!” “白手起家” is a Chinese idiom. It has a similar saying in English, that is, to start from scratch. The advertiser smartly uses a humourous expression to embody this advertisement with double meanings. Colour white here is a perfect dot which adds an apt word to clinch the point. Lime factory produces a large quantity of white lime which is sent to the market for sale. It is used to paint the wall white when we move to a new house or renew the old one. It is relevant to our life. So the manufacturer associates his product the white lime with our house which we live in. Colour white reflects the true colour and the feature of the lime. Meanwhile, white could give us a feeling of fortable for it carries a symbolic meaning of pure. Analysing the usage of colour words in goods packingColours are widely used in goods packing. A study shows that the customers are easy to find out the goods packing in the same colour which they have seen on the colour magazine, because colour is more direct and obvious than the instruction. However, such a situation only happens in individuals. For a big pany or an international corporation, an inquiry is usually sent by fax or to the seller’s pany asking for a detailed description of the product including its name, size, colour, and so forth. Therefore, a proper use of colour words can not be too emphasis. Avoiding the misunderstanding and culture gaps between two nations, each pany shall spend more time and energy to make sure that the selected colour words won’t offense their partner’s religious, national culture and customs. There are some cases to this point. Some are successful, some are failure.In 50s to 60s of the twentieth century, the famous Chinese “Red Light” radio was shipped to a foreign country but it met an obstacle in the local market. When a western buyer saw our “Red Light” radio, he shot his head and turned around without asking the price. In western culture, “see the red light” means somebody will have big troubles. Thus, our radio remained unsold. Sichuan mustard tuber had the same problem in the oversea market for printing the name “Red Flag” on the goods. There is an English phrase “waving a red flag”. It doesn’t mean “揮舞紅旗” in Chinese but “惹別人生氣”. Before loading the goods on board, the factory didn’t consider the culture different between Chinese and English nations. At last, the factory was in red.In today’s society, people are more aware of the quality of the food because they have suffered from diseases caused by the polluted food and water. As a result, businesspeople take this opportunity to invent a green colour bag used for packing goods. It is environmental protected and obtains the public support in a very short time. Colour green has bee a replaced word for “environmental protection”. Analysing the usage of colour words in sales Colour words appear in clothing businessThe meaning of colours varies depending on one’s culture, race, gender, and even age. So, it is not just the selection of colours in general but also which colours to use with your target customers. For instance, white is often associated with weddings