Abstract: With the rapid development of economic globalization and further opening, the competition among corporations is becoming increasingly fierce in China. Therefore, in order to stand firm, the local corporations take effective measures to take part in the competition in the world. As an important type strategy, advertising plays a significant role in seizing markets. Thus, it is of great benefit for Chinese corporations to analyze and conclude language features of successful English advertising slogans, which can help build a positive image, strengthen the propaganda effect and implementation of the strategy of sales marketing.

  The paper discusses the concept and function of advertising at first, then a variety of effective English advertising slogans are amassed and analyzed in detail, whose language features are mainly emphasized on. The paper thinks that lexicon of English advertising slogans should be pithy, catchy and innovative so that they can impress readers profoundly. In the aspect of syntax, the use of simple sentences is a highlight that readers can understand and remember advertising slogans easily. In terms of rhetoric, simile and metaphor are widely used, which is beneficial to add retouching to language. Besides, personification also acts an important part to the advertising slogan, which can make closer between readers and advertisers. It is hoped that the findings can enlighten Chinese corporations, shed light on the design of English advertising slogans so that Chinese corporations can realize the go global strategy.

Key words: advertising slogans; language features, lexicon, syntax, rhetoric