Abstract:With the deepening of commercialization of the whole society, advertising as a device of promoting sales and information communicating is playing a more and more important role in our life. Advertising language is also more and more concerned. In the research, as the subject, English cosmetic print advertisements were analyzed, mainly about their lexical features, which were found to be summarized from two prospects: frequent use of simple words and the uniqueness in their word formation. In the design of English cosmetic print advertisements, designers tend to use simple words, such as monosyllabic verbs, adjectives, and numerals etc., in order to attract the readers’ attention. Meanwhile, in the aspect of word formation, designers often use some unique words, including compound words, derivation, innovative words, and fuzzy words etc. so as to enrich the language of English cosmetic print advertisements, sublimate the effectiveness of them, and then achieve the purposes of promoting sales.

Key words: English cosmetic print advertisements; simple words; uniqueness in word formation

摘要:随着整个社会商业化进程的加深，广告，作为信息交流和促进销售的重要手段，在我们的社会生活中起着越来越重要的作用。广告语篇的研究也引起了越来越多的关注。本研究以英语化妆品平面广告为切入点，主要集中探讨其词汇特点。研究发现，英语化妆品平面广告在词汇方面具有两个特点：简单词的使用和构词方面的特色。在设计英语化妆品平面广告时，设计者们多采用简单词，如单音节动词，形容词，数词等，以达到吸引读者的目的。而在构词方面，设计者们经常使用一些比较有特色的词，如复合词，派生词，创新词，模糊词等，以此丰富英语化妆品平面广告的广告语，升华其广告的有效性，从而达到促销的目的。

关键词：英语化妆品平面广告；简单词；构词特色