First of all, we should start with the function of advertising and understand the stylistic characteristics of advertising. Advertising is a tool and means of marketing, and the marketing function should be regarded as the intrinsic function of advertising.

Advertising language should be focused and concise. If it is not short, it is not convenient to repeat, remember and cycle. There are not too many requirements in the form of advertising language, which can be single sentence or antithesis. Generally speaking, the number of words in advertising language should be 6~ 12, and generally not more than 12. We can see such examples everywhere, and the advertisements that can be widely circulated in society are basically short.

For example, Ericsson mobile phone "communication is love"; Nike "just doit"; Head & Shoulders shampoo "dandruff disappears, hair is more outstanding" and so on. Advertising language needs "concentration is the essence!"

Advertising text must be clear and simple, easy to read and use, in line with the trend, and the content should not be too abstract, so that people with general education can accept it.

Advertising language should be fluent and catchy, with proper emphasis on pronunciation, intonation and phonology, so as to be readable and grasp the eyes and hearts of the audience. It is not difficult to find that many advertising words pay attention to rhyme, such as "Nongfu Spring, a little sweet", "Good air conditioning, made by Gree", "Dandruff disappears without a trace, hair is more outstanding" and "wake up with it", etc. Just bow your head.