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mulate people’s desire to purchase the products. In fact, the advertiser just wants to propagandize good performance of water heaters and the differences from the other ones. ⑵ If people keep telling you to quit smoking cigarettes, don’t listen, they are probably trying to trick you into living. (Anti -cancer association) This is a social public welfare advertisement which is pushed by USA anti-cancer association. In the advert, the designer uses irony to warn people the danger of smoking and gets a far-reaching meaning. 7. Coinage In dictionary, coinage means inventing of a new word or phrase. Usually, in English advertisements, some advertising designers often use the familiar words or phrases to create new ones．some misspelling of，or add prefix . Although these creative words differ from the original ones in structure，the meanings are the same．What’s more，most of them are so vivid and interesting that they can attract people’s attention greatly and promote the sales effectively．For example: ⑴ Wogether．The Ultimate All Inclusive One Brice Sun-kissed Holiday．(Traveling advertisement) This piece of traveling advertisement is prepared for husband and wife. A new coined word is constructed from two familiar words “two” and “together”. This kind of usage suggests intimacy between husband and wife. Coinage in the advertisement symbolizes a sweet holiday for a couple of lovers. ⑵ Give a Timex to all，to all a good time. The new word “timex” is the original shape of two words “time” and “excellent”. So, in the advertisement, “timex” means happy time. ⑶ Going east， staying Westin． In the advertisement, the designer misspells “western” as the products name “Westin”. Such intentional “mistakes” made a deep impression on the customers and thus promote the sales effectively. 8. Anticlimax Anticlimax, as the name implies, is the opposite of climax and is a device that involves stating one’s thoughts in a descending order of significance or intensity, from strong to weak, from weighty to light or frivolous (Feng Cuihua,1995). It is often used to ridicule or satirize in advertisements and produces the humorous, unexpected result, thus bring the good effect to the market through obvious “anticlimax.” For example: ⑴ You manage a business, stocks, bonds, and people, and now you can manage your hair. (Hair-cream advertisement) This is an advertising of men's hair-cream. But please look at the advertisement, how can ‘hair” and “business and stock” mention in the same breath? That is anticlimax. After thinking it carefully, you will find it humorous, nifty and reasonable. Imaging, a man can manage company and stock in perfect order, how can he make hair into submission. Anticlimax in the advertisement leaves an extremely deep impression on the target audience. C. Syntax rhetoric 1. Parallelism Parallelism means using the same pattern of words to show that two or more ideas have the same level of importance (Feng Cuihua, 1995). This can be happen at the word, phrase, or clause level. Parallelism is similar in structure to create vigorous rhythm and deeper impression. Parallelism Call enhance the tone, emphasize the expression and deepen the emotional coloring．With the employment of parallelism, customers are deeply impressed and attracted by the product. For example: ⑴ It’s a written language…. It’s an oral language…. It’s an electronic language…. It’s an interactive language…. And it’s a language…. The heading of