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this piece of advertisement is “Business has a universal language .It consists of two words”. Each sentence of the advertisement begins with the same structure and form parallelism. This kind of use has stressed the content of advertisement and caught people’s attention. ⑵ We will tell you the odds before they are out． We will publish what other publications dare not． We will give you inside information you won’ find elsewhere．(MAGAZINE) The advertisement is about a magazine．Parallelism is used in the advert to show the special character of their magazine. Each sentence led by “we will” appears in the last part of the advert to draw people’s attention. ⑶ Look into our land and discover us. We are strong. We are free. We are Alberta. (TRAVELLING) It is a tourism advertisement. Every sentence begins with “we are” and gives us deep impression. 2. Repetition The same sentence appears repeatedly in order to display intense emotion and impression; it is one of the common rhetoric tactics ---- Repetition (Feng Cuihua, 1995). Multiple consumers expose to an advertisement over a period of time. Repetition has been proven to increase recall and comprehension, particularly if the message is complex. For example: ⑴ Baby Gap is gift Baby Gap is newborn Baby Gap is spring Baby Gap is jeans — Baby Gap Clothing (Wang Yanxi, 2004) This advertisement is about Baby Gap Clothing. The word “Baby Gap” is repeated four times timely, making the best use of the name of brand--Baby Gap, and giving abundant association to customers. The repetition of key words and same structures is one of important means to reinforce tone, protrude information and connect relationship between the preceding and the following. Usually, there is certain tempt in such repetitions; as for some customers in two minds, it seems as a thrust to buy the products undoubtedly. ⑵ Feeding time. Bathe time. Bed time. Mom time. Emailing moments the moments they happen. Experience Nokia Nseries multimedia at Nokia.com/nseries. (Nokia cell phone advertisement) The "time" is used four times in this advertisement language of the products which makes people feel that its products are suitable any time, and stress the multi-function of this product. ⑶ You can’t Xerox a Xerox on a Xerox． This is an advert about the printer of Xerox Company. The word “Xerox” is used three times in the sentence, but each of them has different means. The first “Xerox” refers to the action of coping, but the second is a noun which means coping materials. And the last word “Xerox” is the brand of the copying machine. Three times repetition of the word “Xerox” plays the role of strengthening customers’ impression of the coping machine. 3. Antithesis Antithesis is the deliberate arrangement of contrasting words or ideas in balanced structural forms to achieve force and emphasis (Feng Cuihua, 1983). Antithesis is different from parallelism, because it not only needs neat sentence structure but also requests the meanings to be opposite or relative. In advertisement English, antithesis application could make adverts’ rhythm bright. For example: ⑴ Designed with a computer . Silenced by a laser. Built by a robot. Because of the orderly written form and regular rhythm, the advertisement is conspicuous to see and sweet to listen. ⑵ The choice is yours. The honor is ours. (Shop) This piece of advertisement employs antithesis with neat structure and relative meanings, which