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tising English, including cosmetic. It is a functional way to use more proper verbs. 2.1.2 More Adjectives in Advertising The purpose of advertising is to publicize products. So it is indispensible to describe many aspects of the product such as size, color, nature, and quality. During this process, adjective plays a vital role. We can see lots of adjectives. Besides, if advertisers want to provoke the purchasing desire of the consumers’, they must make the advertisement lines imaginable, vivid and hold special appeals. And in order to do so, plenty of modifiers must be put in. All in all, a grate deal of modifiers should be used and can be seen in advertisements. In cosmetic advertising, some adjectives are frequently chosen like new, good/better/best, smooth, young, special, clear, fresh and so on. Let us see some instances as following. What is more, the comparative and superlative degrees of adjective are often used as well. It always brings amazing result. Now let us see an instance as following: Beautiful skin. No waiting. Age-Proofing Your Skin-where you’ll discover what your skin needs to look younger longer. Best of all, you’ll receive a deluxe sample of Advanced Night Repair, our unique protective recovery complex. See better skin day after day, year after year with these two remarkable formulas (Qi 2003: 101). This is an advertisement of skin-care product with female as its readers. The language is brief and persuasive. It is very impressive. One of its vital features is the usage of adjectives and its comparative and superlative degree. Using the word beautiful is effective because everyone wants to be that way, especially women. And it is useful to use the comparative degree of young, long, good and superlative degree of good. For every woman, even girl tries her best keep long-lasting young and better than others. So it will call their buying desire out if any product can satisfy this need. Last but not least, the words of advanced and unique are wonderful choices. It represents elegance, nobility and uniqueness, which is again a big highlight of selling. To sum up, more and appropriate adjectives are indispensible and helpful in cosmetic advertising English. 2.1.3More Abbreviations and Compounds in Advertising There are also many abbreviations chosen in advertising English. Nowadays, the cost of advertising is particularly high. Space is money and that is to say every word is money. What is more, abbreviations make advertisement less boring but more interesting. Therefore, it is necessary to use them in advertising. For example, advertisers use ‘em to replace “them”; ‘tis to replace “this”; ‘n in stead of “and” and so on and so forth. What is more, in advertising English, copywriters use a lot of compounds. People almost can see them everywhere. Because the components of a compound can be any kind of word. It is not limited by the order of English syntax. Comparatively, it is more flexible and creative. Therefore, advertisers can make full use of advantages of compounds. As time goes by, it makes the usage of compounds one of characteristics of advertising English. Cosmetic advertising is also in the case. Next, two examples are given as following: a) Gels, technologically masterminded to be antisticky, anti-dull, anti-fake. From Invisi-Gel to Mego Gel. Every need. Every way. Every day. To tell or not to tell, Sudio’s got your gel (Qi 2003: 94). b) Light-Diffusing makeup SPF8 Apparently, they are