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on touching and persuading the consumers rather than informing and apprising them. The third function of advertising is to provide constant reminders and reinforcements to generate the desired behavior the advertiser wants from them. This is a particularly effective function in the long run as reminders and reinforcements register in the consumers’ minds, becoming the base on which they shape their future decisions. Meanwhile, we can conclude the functions of advertising as another three general aspects. First of all, it is made to emphasize the merits of target product. Secondly, it is a way to get people to know the product. And finally, it is made to make a good brand image (Song and Liu 2006). 2. Linguistic Characteristics of Cosmetic Advertising English The wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction separate it from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects. And there is no doubt that cosmetic advertising English has its own linguistic characteristics as well. In this paper, two main aspects will be illustrated, namely, lexical features and features of its syntax. 2.1. English Morphology in Cosmetic Advertising As a means to disseminate information and make people see and remember it, advertising English must be compact, vivid, visual, emotional and attractive. To realize this aim, the choice of words is playing a vital role. Therefore, morphology in advertising is quite important and is different from other styles of English. It owns apparent features. The major four of them will be described in the following. 2.1.1 More Verbs in Advertising Verb is widely used in advertising English, especially monosyllable ones. Cosmetic products are no exception. Words such as get, make, give, like, love, buy, need, use are frequently used. Advertising English language needs to be simple, easy to understand, easy to remember and easy to read. Monosyllable verb boasts all these features. In daily life, monosyllable verb is the one that people most often used and also the one usually has most definite meaning. However, advertisers should pay attention to the grammatical changes of these basic verbs and know the differences between them. Most of the words can show the relation between the consumers the product. Following I will show some examples for a better understanding. Moisture Wear Make-up. It gives life to the look and feel of your skin. Moisturewear Blush. It brings radiance to the look of your skin (Cui 1993). These two lines come from Cover Girl, American cosmetic brand. It is the leading color make-ups in America. It was created by Dr. George A. Bunting, a creative enterpriser, in 1961. It is now very popular all over the world. Here, the verb “give” and “bring” are used. In the first line, “give life to the look and feel of your skin” is pretty attractive to females. Good look and young skin are always the things that female pursue. “Give” them that of course will make this product end up with big sale. Similarly, the word “bring” is also very appropriate. Radiance of skin is the thing that almost every woman wants and needs. If a kind of product can bring them this precious thing, they will be strongly attractive to. It will become popular. There is a great deal of other instances that wonderfully used verbs in adver