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made in New York, London or L.A. They are made in my apartment. (Philips CD Recorder) 2.3 Differences at the lexical level 2.3.1 Gender identity in advertisements While we found quite a lot of similarities in the choice of words, we have also found some delicate differences in the choice of words in the three types of advertisements as classified before: daily consumer goods ads, technical equipment ads, and service ads. Language, as a communicative tool, is not only to impart information, to communicate ideas about a product, etc., but also to convey information about the relationship between the addresser (advertisement) and the addressee (the audience). An intimate relationship between the advertisement and the audience is always hoped to achieve. So according to different audience, language applied is different. 2.3.2 Compound words A compound word is often a noun or an adjective made up of two or more words. Compound adjectives are often seen in advertisements. In the present study, we found compound words turn up with varying proportions in three types of advertisements. Compound words in technical equipment ads, are usually combined to give an exact description of a certain feature or a certain function such as high-volume, full-color, multi-functional, non-stop, water-cooled. Often numbers are employed in front of the hyphen, which is seldom seen in other advertisements, such as 64-bit, 24-valve, 4-wheel, 255-horsepower. 3. Syntactical features 3.1 Similarities The purpose of all advertising is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable and memorable. The rules governing the language of advertising are similar. First, length of a sentence in advertising is usually short. A sentence in daily consumer goods ads has 10.3 words on average; in technical equipment ads, 11.8 words; in service ads, 12.3 words. Second, as to sentence patterns, interrogative sentences and imperative sentences are heavily used in English advertisements. Imperative sentences are short, encouraging and forceful. They are used to arouse audiences’ wants or encourage them to buy something. For instance: Enter something magical. (Oldsmobile) Feel the clean all day. (ALMAY) Bye one. (Honda motor) 3.2 Differences 3.2.1 Headline The term Headline refers to the sentences in the leading position of the advertisement—the words that will be read first or that are positioned to draw the most attention. Therefore, headlines are usually set in larger type than other portions of the advertisement. Research (Coutland L. Bovee & William F. Arens, 1992:294) has shown that, on average, three to five times as many people read the headline as read the body copy. Therefore, if the advertiser hasn’t done some selling in the headline, he has wasted the greatest percent of his money. So it might be suggested that advertisers should not be afraid of long headlines. A headline has numerous functions. First of all, the headline must attract attention to the advertisement fast. It should take only a few seconds to capture the reader’s attention. Otherwise, the entire message may be lost.. Therefore, the headline is the most important in an advertisement. 3.2.2 Comparison of headlines