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ct or the dealer who sells the product. They are usually directed at the ultimate consumer of the product or at the person who will buy the product for someone else’s use. For example, a magazine advertisement for Coca-Cola may be aimed at both the purchaser and the consumer. A commercial for dog food on television, however, is aimed at the purchaser, not the consumer, of the product. The consumer advertising includes alcoholic ads, cigarette ads, drink ads, food ads, wear ads, cosmetic ads, automobile ads, home electric appliance ads, and other products which are used and purchased by ordinary people. To this kind of advertisements, most people have developed a kind of ambivalent psychology. On one hand, they are bored with the endless advertisements hiding in the newspapers and magazines, clamoring on the radio, or dazzling on the TV. On the other hand, they still need the information to guide their purchasing. Therefore, to attract the consumers’ attention is the most important task for an advertising copywriter. Headline is the first, or maybe the only component to the reader, so whether the headline is attractive determine whether the reader will read further or skip to another page. The statistic shows that the average words of 20 consumers advertisement is 10.66, and the most frequently used headline writing ways are emotional (30%) and curiosity (30%) headlines. It means that emotional and curiosity ways are more effective and usually used to arouse readers’ interest. They incline to use comparatively longer headline, whereas only 25% of them include the brand of the products. This point shows that the advertisers are not hurry to sell their product on appearance (although their purpose is so). They don’t want to give the reader an impression that the advertiser attend to sell their product but a feeling that they want to give benefit to the consumer. After the readers have been attracted, how could the body copy persuade them? The statistic proves that all the writing methods could be the best for a consumer advertisement. The 20 advertisements have used almost all the writing methods, morphology, syntax and rhetorical devices as I have introduced above. The detailed data is that: 35% of those advertisements are straight-line copies, 30% are extend knowledge copies, 25% are testimonial copies, and 5% for both question copy and narrative copy. The most frequently used morphology is compound words, which account for 55% of the 20 ads. The most frequently used rhetorical devices are metaphor and personification (both are 40%). The statistic shows that copywriters have much more space to express their thoughts in consumer advertising, but their only purpose is to convince consumers to buy their product—at any cost. When the consumers have the desire to buy the product, a good slogan to let them remember its brand also plays an important role. The average slogan words of the 20 ads are 5.2, and 60% of them include their brand into the slogans. From this point we can understand that striking and deep impression needn’t many words. However, many advertisement writers still try to find a room for the brand name in the 5-word-long slogan lest the reader should only remember the slogan and forget the brand. 2. Business Advertising Business advertising is often said to be invisible, because unless you are actively involved in some business, you are unlikely to see it. The majority of advertising you see as a consumer appears in ma