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cs on syntax. Namely, as followed. 2.2.3More Interrogative and Imperative Sentences<>From these instances, we can safely say that the usage of simple and colloquial words is necessary. It has magnificent effects on sale of products. 2.2. English Syntax in Cosmetic Advertising The structure of advertising sentence should be the same as that of other styles. It is comparably complete and independent language unit. It has certain grammar structure, phonetic structure and meaningful vocabularies. However, first of all, copywriters need to consider consumers’ 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 characteristics on syntax. Namely, as followed. 2.2.1 Wide Use of Simple and Colloquial Sentences Widely use of simple and oral sentences is very important in advertising. They are easy to understand and easy to remember as well. Advertisement is facing everyone person. Anybody might be the customer. So it requires that each sentence appeared in advertising must easy, brief and make sure almost everyone can understand and remember without efforts. Then it may catch the eyes and ears of consumers’ so as to make them interest in the product. In opposite, long and complicated sentences are usually boring and difficult. Besides colloquial language is natural and make people feel comfortable. It is more acceptable. What is more, there is another reason why advertising adopt this strategy. It is the cost. The fee of making advertisements is quite high. In order to cut down the cost, they need to use as less phrases as possible. Therefore copywriters are demanded to transmit as much information as possible thought the minimum space and sentences. As time goes by, more simple and colloquial sentences become one of vital features of advertising English. Lancôme was created by Armand Petitjean in France, 1935. Relying on his talented sensitiveness to perfume, his remorseless sprits and his ambition of creating France’s own cosmetic brand so as to fight against America, Armand Petitjean invented perfume and established Lancôme. He made a great contribution to cosmetic history in the world. The name Lancôme comes from a castle called Lancôme, located in the middle of France. Because Lancosme is surrounded by roses, very romantic and poetic, since then rose become the symbol of Lancôme. Gradually, it became world famous product. Today, it is getting more and more popular in our country. Now we will see some of its advertising lines: Source of enchantment. This is the advertising line of a kind of perfume called Magic Noire, a product of Lancôme. One simple sentence, lots of charm. It takes enchantment and mystery as its theme. Its inspiration comes from female’s serious beauty-loving tendency. This line connected with a picture with a beautiful girl in it, holding Magic Noire in hands. It likes crystals ball, extraordinarily charming. One simple sentence catches all women’s eyes. It is easy to remember and functional. Maybe She’s Born With It. Maybe It’s Maybelline. This is the advertising line of Maybelline. The structure of this line is very simple. It is readable to everyone. With necessity as its theme, it hopes Maybelline becomes a must for everyone. Therefore, it uses the phrase “be born with” to sh