11.3 ENGLISH IN ADVERTISING
English in advertising has its own features in morphology，syntax，and rhetorical devices.
11.3.1 Morphology in Advertising
To make it easy for the reader to understand the copy，simple，colloquial and commendatory words are used in advertisements.For example，the advertiser of“Dove”soap changed the original version“Dove makes soap obsolete”to“Dove makes soap oldfashioned”，for“obsolete”is not a word commonly used.
There are 20 verbs that are thought to be most commonly used in advertisements：like，use，make，take，feel，taste，look，see，go，come，think，try，get，buy，sell，say，enjoy，send，do，and save.These are all monosyllable words that are familiar to almost everyone.So are the 20 most commonly used adjectives in advertisements：new，good，fine，comfortable，well，lasting，fast，efficient，superb，top，up-to-date，hot，warm，cool，easy，convenient，young，healthy，clean，and safe.All these words are common and commendatory words.
Another feature in the diction of advertisements is the wide use of compounds.Take for example the following compounds in advertisements：top-quality bulbs，piping-hot coffee，cost-effective copier，and relief-giving liquid.Furthermore，in advertisements a lot of vivid and striking new compounds are created.The following are some examples of this kind of compounds：
（1）Our newest design is made of rain-and-stain-resisting cloth.
（2）American Express—do it right，first-rate，top-notch，without a hitch and absolutely flawless.
（3）Even if just over＄100 per person per day，our thrill-of-a-life trips are cheap.
（4）Our bank offers advantages-tailored service.
Besides in English advertisements there are lots of loan words and coinages.Loan words can help to impress the reader，for they can add to some glamour or color of the advertised.For example，advertisements for food and restaurants often make use of French words.
（5）We have the Chef from Paris.
（6）Perrier...with added je ne sais quoi.
In Example（5）the French word“chef”is used instead of the English word“cook”，for France is famous for its cuisine.In Example（6）the French terms“je ne sais quo”，meaning“Idon't know what”，may add to the curiosity of the reader.
Advertisers often coin words to bring about refreshing imagination.For example，the coin word“Orangemostest”in the advertisement for a drink“The Orangemostest Drink in the world”is the combination of“orange”，“most”and“est”.Some words in advertisements are deliberately misspelled to make it more vivid，interesting and appealing.A case in point is“Drinka pinta Milka day”，a misspelled version of“Drink a pint of milk a day”，which makes clever use of the pronunciation of“of”.
In addition，two words“we”and“you”are widely used in advertisements to make the reader feel that the manufacturer takes into account the consumers'interests.Take for example an advertisement for watch：“We made this watch for you—to be part of your life—simply because this is the way we've always made watches.”
“I”tone is also often used to draw the reader to the copy，for it not only sounds more convincing，but also makes customer feel that what is said worth trusting as the storyteller is one of them.The effectiveness of this tone can be shown in the advertisement for a kind of bulb：“I've replaced 1，453 diapers，and 18 baby-sitters，but never the bulb since I became a dad two years ago.”
11.3.2 Syntax in English Advertising11.3.3 Rhetorical Devices in English Advertising
Advertisement English，like other styles of English，has its own characteristics in syntax.
One of the striking features is that there are many simple sentences in advertisements.Advertisers use simple sentences in consideration of the fact that it is easy for the reader to catch the meaning of simple sentences，while it is likely to get bored to read long complicated sentences.For instance，all the sentences are simple in an advertisement of the Coca-Cola Company：“Your needs have changed.Your tastes have changed.And the Coca-Cola Company is changing along with you.”
Another characteristic of advertisement English is the wide use of elliptical sentence.For example，
（1）Born to run.（car）
（2）The hotel best facilitated and full entertainment service.（hotel）
（3）More than a timepiece.An acquisition.（watch）
（4）A mild way.Make it a Mild Smoke.Smooth，rich，rewarding.（cigarette）
In addition，interrogative sentences and imperative sentences are often found in advertisement English.It is said that in advertisements there is an interrogative sentence every thirty sentences.The main function of interrogative sentence is to arouse questions in the reader and thus attract him to read on.For example，
（5）What kind of men reads Playboy？He's a man who demands...（magazine）
（6）What difference does it make that Lufthansa flier to more international destinations than any other single airline？（airline）
（7）What is the chance to win cold cash with your hot coffee？A piece of dough with your donut？A full two grand with your full tank？（gas station）
（8）What will you do with the money you save using faster，more efficient computer？（computer）
Imperative sentences are common in advertisements for the reason that they imply demands and requests，which coincides with the purpose of advertisements.For example，
（9）Step in a store near you.Take a look.Go ahead，compare.See for yourself.Visit an authorized IBM Personal Computer dealer.（computer）
（10）Put it all behind you.（car）
（11）Look for Top Shelf on your grocer's shelf in the new microware entrée section，and go places with it.（food）
（12）Get ready to encounter the new trend in timepieces.The Citizen Extreme Collection.Watch that are indicators of tastes and moods，that express you.（watch）
Advertising English is unique also in that many sentences are split on purpose.This is aimed to enlarge the amount of information through splitting a sentence into more information fragments，which usually highlights the specifics the advertiser wants to emphasize.For example，
（13）Italian wines.The quality of life.（wine）
（14）Konica film cameras.The power of purity.（camera）
（15）...colors that look lastingly tempting.Longer.（paint）
（16）...Italy's masterpiece.A delightful liqueur created from wild hazelnuts，herbs and berries.Ah！
Frangclico.（drink）
English advertisements are rich in its use of rhetorical devices.Repetition，simile or metaphor，personification，parallelism，contrast，pun，alliteration or end rhyme，hyperbole are the most commonly used rhetorical devices in advertisements.
Repetition is used in advertisements for emphasis.For example，
（1）Free Hotel！Free Meals！Free Transfer！For a Free“stay-on-the-way”in Amsterdam.（hotel）
（2）You can't Xerox a Xerox on a Xerox.（copier）
（3）When you're sipping Lipton，you're sipping something special.
（4）Idon't know who you are.
Idon't know your company.(https://www.daowen.com)
Idon't know your company's product.
Idon't know what your company stands for.
Idon't know your company's customers.
Idon't know your company's record.
Idon't know your company's reputation.
Now what is it you wanted to tell me？
Moral：Sales start before your salesman calls—with business publication advertising.（magazine）
Similes and metaphors are both widely used in English advertising to create vivid images.For example，
（5）Fly smooth as silk and enjoy award-winning food and service.（airline）
（6）Pick an Ace from Toshiba.（computer）
（7）The most sensational place to wear satin is on your lips.（lipstick）
（8）Go for the Gold.Goldstar.The brightest star in electronics.（electronics）
Personification is another rhetorical device used in English advertising：
（9）Unlike me，my Rolex never needs a rest.（watch）
（10）Even cold rolled steel can have a heart and soul.（car）
（11）Flowers by Interflora speak from the heart.（flower shop）
（12）We are proud of the birthplaces of our children，the grapes of Almaden.On our classic varietal wines，you will find the birthplaces of our children.（wine）
Parallelism is also widely used in advertising：
（13）Wherever you are.Whatever you do.The Allianze Group Insurance Company is always on your side.（insurance）
（14）Diamonds for modern women.For me，for now，for ever.（diamond）
（15）More space means more options.（truck）
（16）...It is made differently.It is made using skills and techniques that others have lost or forgotten.It is made with attention to detail very few people would notice.It is made，we have to admit，with a total disregard for time...（electronics）
Contrast is used in advertising to highlight the advertised.
（17）Tide's in，dirt's out.（washing powder）
（18）Mini size，Maxi sound.（stereo）
（19）No problem too large.No business too small.（IBM）
（20）It's e-business or out of business.（computer）
Advertisers make use of pun to create associations.
（21）I am More satisfied.（“More”cigarette）
（22）Make Time for Time.（Time magazine）
（23）From sharp minds.Come Sharp products.（“Sharp”electronics）
（24）The label of achievement.Black Label commands more respect.（“Black Label”whisky）
Both alliteration and end rhyme are used in advertisements to make the copy sound better.
（25）We place the power in your hands.Safe，Secure，Confidential.（scanner）
（26）Smooth，satisfy taste at ultra-low tar.（cigarette）
（27）A smooth silky skin.（cosmetics）
（28）A simple solution for a healthy home.（detergent）
（29）Get three.The fourth is free.（book）
（30）From ships to Chips.（Hyundai Corporation）
（31）Let the“kitchen maid”be your kitchen aid.（cupboard）
（32）Go for the sun and fun.（travel）
Another rhetorical device that is widely used in English advertisements is hyperbole.
（33）The world is shrinking.（magazine）
（34）Take Toshiba，take the world.（electronics）
（35）The only thing we didn't improve was the road.（car）
（36）The only sound you'll hear is praise.（car）