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Advertising words, also known as advertising words, have broad and narrow meanings. Broadly speaking, advertising words refer to a kind of propaganda language that introduces goods, culture, entertainment and other services to the public through various media and posters, including the title and text of the advertisement. Advertising language in a narrow sense only refers to the title part of the advertisement. Headlines are the soul of advertisements and the main tool to attract readers. According to a survey in the United States, the average number of people reading headlines is five times that of reading the full text of advertisements. This shows the importance of advertising headlines. Therefore, the advertising language discussed in this paper takes its narrow sense, that is, the advertising title language.

First of all, we should start with the function of advertising and understand the stylistic characteristics of advertising. Advertising is a tool and means of marketing, and the marketing function should be regarded as the intrinsic function of advertising. Marketing is inseparable from communication, and communication function is the most basic function of advertising. Advertising plays a role in promoting, persuading, enhancing and prompting through the dissemination of information. Generally speaking, advertising language is a short slogan that is repeatedly used in advertisements for a long time in order to strengthen the impression of the target on the enterprise, product or service. It should be based on long-term sales interests to convey a long-term unchanging concept to consumers, so let's analyze the stylistic features of advertising language.