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ow the meaning. Everyone is born with Maybelline. It is really a good way to publicize the brand and its products. What is more, colloquial sentences like “Just do it.”, “Ask for more.” are often used as well. It is a more direct way to publicize target products. And it is useful as well. Some group of people like this kind of advertising. They think it can easily catch their attention. From above-mentioned advertisements, we can conclude that simple and colloquial sentences are excellent choice of advertising. It is functional and inexpensive. 2.2.2 More Active and Present Voices, Less Passive Voice In daily life, we mostly use active voice to express ourselves. Apparently it is more attractive and acceptable for advertisers to adopt this kind of lines. What is more, active and present voices send out a sense of reality. People can choose any time to see and buy it without a feeling of out-of-time. That also means the lines hint the nature of duration and permanence of the target product. Now let us see some examples: Estee Lauder is worldly famous cosmetic brand, founded by Estee Lauder in 1946. It brings beauty to people, especially female. This technologically advanced, innovative company has gained a worldwide reputation for elegant, luxurious products. Their products have been coming with a promise to uphold the finest standards of excellence through extensive research and stringent product testing. We can always get gentle and highly effective products. Beautiful: “This is your moment to be beautiful.” This is a line of one kind of perfume of Estee Lauder. Here it uses present and active voice to show a sense of new. It means that any moment can be the moment. People will never be late. Whenever people use couple drops, they can enjoy the beautifulness. It gives good impression to consumers. This method is always useful and proper. Pure White Linen: “The fragrance to live all year long.” This is also an advertisement of one type of perfume of Estee Lauder. It boasts the same style. “live all year long” expresses the duration of the perfume. It is appealing because consumers always hope perfume having this effect. The longer it lasts, the better its sale will be. People like to do something but not being asked to do. They love much more to be masters who can have their own way. Besides, everybody likes new thing and keeps pace with the trend. They hate out-of-date products. Therefore it is reasonable to adopt active and present voices in advertising process. 2.2.3More Interrogative and Imperative Sentences According to an incomplete statistics, we can see one interrogative sentence in every 30 sentences and one imperative sentence in every four sentences in advertisement. Why does this happen? It mostly relies on the two important features of advertising which are attention-catching value and memorizing value (Qi 2003). Interrogative sentence is widely used in advertising English. It aims to make consumers think and stand on the same side of the advertisers. Copywriters purposely put themselves in consumers’ shoes and put forward questions that consumers care about. Sometimes one question and one answer followed. And sometimes there is no answer. On this occasion, consumers are usually interested in coming up an answer. That is to it is easy to catch attention by using interrogative sentences. Besides, it also can establish kinder of harmonious relationship between consumers and products. Let us see s