Abstract：Nowadays, we are in a market of Attention Economy. Under such background, Fast Moving Consumer Goods (FMCG) advertising should has some changes in its language features to fit the new market. This paper aims to make a detailed analysis of language features of FMCG advertisement from three aspects: lexical features, grammatical features and rhetorical features. It will be helpful for showing the influence of contemporary background to advertising language features, and so as for improving the effect of FMCG advertisements, and help readers to appreciate the ads better.

Key words： FMCG advertising；Attention Economy; language features

摘要： 现如今，我们已步入一个注意力经济社会。在这样的背景下，快速消费品广告语言必然会产生不同以往的新特征以适应新的市场要求。本文将研究注意力经济时代背景下的快速消费品广告语言特征，重点从词汇特点，语法特点和修辞特点三方面入手，期望揭示时代背景对广告语言的影响，提高广告影响力，为读者更好的理解欣赏广告有帮助。

关键词： 快速消费品广告；注意力经济；语言特征