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very impressive by using compounds. Their structure is special. The first one is about gel. It used a lot of compounds. In advertising English, compounds are widely used to describe the nature and quality of products. And among all kinds of them, hyphenated compounds are often picked. This is one instance. The words "anti-dull” “anti-fake” and “invisi-gel” are functional. They can easily catch people’s attention. Besides, compound nouns are the most frequently used. Instance b) is one good example. Light-Diffusing means this product can disperse sunlight so as to protect skin from sun burnt. This is the purpose of sunlight proof products. Therefore, the advertising not only can soon attracts people, but also directly hit the need of consumers. Last but not least, there are many other kinds of compounds like compound adjectives and compound verbs. If they are appropriately used, amazing effects will come along. 2.1.4More Simple and Colloquial Words in Advertising In advertising English, we can see most of words used are very simple. They are easy to understand and remember. For the aim of advertising is make everybody know, the words used of course should be easy. And if advertisers want every witness to remember this piece of advertisement, the words should be comparably colloquial and daily-used. After seeing an advertisement, people usually can remember it and tell others, relatives, friends and so on. So just for a little while, a lot of people will know. There is no exception that advertisements appeared in cosmetic products also show this characteristic. It has become a strong trend of being simple and colloquial. Let us see some instances as following: a) Who does your hair? I do it myself (Cui 1993). This is a line of publicize a kind of hair jelly. We can see this is very simple like a daily talk. The words “who” “do” and “your” are very common words. Everybody use them a lot. I am sure this advertisement can be heard and remembered very soon. Thus, the target product is sure to be popular and become a good seller. b) Maybelline invites you to experience Ultra Performance (Cui 1993). This is a line from Maybelline. Maybelline Mascara was created by a chemist, T.L. Williams, for his sister (whose boyfriend, Chet, was in love with another woman). To help Mabel get her man, TL Williams blended Vaseline jelly with coal dust and concocted a lash -darkener. It was the first mascara! T.L. Williams founded the company, Maybelline, named after his sister, Mabel and Vaseline, in 1915. Maybelline has experienced a long history up to now, playing a leading role in color make-ups. It is very famous and popular all over the world. China is no exception. It is brought in China in 1995 and become more and more popular. The above-mentioned line also chooses pretty simple and colloquial words. Invite is a frequently used word. It used in conversations, letters, mails, inviting cards and so on. It shows friendliness and intimacy. People love to be invited. Who will say no to be invited by Maybelline? They will feel flattered. So using “invite” is helpful. What is more, the choice of “performance” is great a thoughts so as to make every piece of advertisement is eye-catching. Describe the merits of products, causing buying interest. Then can they get people’s action of purchasing. Therefore, for all these reasons, advertising English has its particular characteristi