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g 2. English Syntax in Advertising (1). More simple sentences, less complex sentences It will get better effect to use simple sentences than compound sentences, because the readers will get bored on reading complex sentences. Another reason is to reduce the cost of advertising, and effectively stimulate the consumers. (2). More interrogative sentences and imperative sentences According to statistics, in every 30 sentences there is one interrogative sentence. Because interrogative sentences are quick and effective to arouse readers’ response. The following is an advertisement of Lurpark Danish butter: What’s so special about Lurpark Danish butter? Well, can you remember what butter used to taste like — real fresh farm house butter? Do you remember how you used to enjoy it when you were young? Today — the taste of Lurpark bring it all back to you — that’s why it’s so special. The imperative sentences have a meaning of claiming, calling and commanding, similarly the goal of advertising is to persuade and urge consumers to accept its product or service. Therefore, there are lots of imperative sentences in advertising, such as: Get ready to encounter the new trend in timepieces. The Citizen Espreme Collection. Watches that are indicators of tastes and moods. that express you. --Citizen Watch (3). Disjunctive Clause Disjunctive clause is unique for advertising English, which separates a long, complex sentence into several simple sentences by using full stop, dash, semi-colon, hyphen, etc. Those sentences are independent in form, but are related in the content. The use of disjunctive clause could add more information and save more space and money. The separated parts are usually the features of the product, so that they could emphasize the good points of the product. There is an example of Amtrak, which has successfully used the disjunctive clauses: Amtrak has created a new. nationwide passenger rail system. Literally from the ground up. A system that represented a viable alternative for people who fly. For business or pleasure. (4). Minor Clause Minor clause has simple elements, which could lay stress on the key words. It could not only reduce the length and cost, but also disseminate information more effectively. More than a timepiece, An acquisition. --Piagit So come into McDonald’s and enjoy a Big Mac Sandwich. --McDonald 3. Rhetorical Devices in English Advertising Rhetorical devices are variations of literal or ordinary form of expressions. Their use is to make the thought more striking and effective, for they have the power to vivify and illustrate. A fresh, apt rhetorical device appeals to the imagination, creates mental pictures and makes the speech or writing vivid, impressive and interesting. For this reason, advertisers often use various rhetorical devices to increase the readability and appeal of an advertisement and to arouse consumers’ interest of buying the product. (1). Personification Personification is a figure of speech in which inanimate objects or abstractions are endowed with human qualities or are represented as possessing human form. The use of personification in advertising will endow the product with human emotion, and will make them amicable to consumers. Flowers by Interflora speak from the heart. --Interflora We are proud of the birthplaces of our children, the grapes of Almaden. On our classic varietal wines, you will find the birthplaces of our children. --Almaden (2). Si