This paper discus- ses the numbers and the pragmatic effect in Japanese ads from the aspects of enhancing the credible ability and cul- tivating the conceptual thinking of ads.

This paper conducts rough analyses on advertisement language from different perspectives of Cooperative Principle and Relevance Theory and carries out brief contrast between this two theories in order to help to have better understanding on advertisement language .

This paper discusses the relation between the public media and advertisement language, Emphasis the three layers for the express type of advertisement language, advertisement language of the different media, advertisement language and the two-way interactivity of the public media, expound the problem of the application language in the advertisement creation at present.

The conclusion is that advertisement language must conform to national culture psychology,must accord with public s receive capability and must respect human dignity without resentment.

An investigation into the regeneration state of advertising language——with a reference to the tracking of brand appearance-disappearance and behavioural changing-spreading;

American National Character and Its Advertising Language;

With the development of cross-regional and transnational commodity marketing, there appears the problem of cross-cultural orientation of Ad language.

In another word, ad language must be real in content(not exaggerated and vague),and moral in ideas(not vulgar, misleading and slanderous).

Ad language is not the molder of language pattern, But the user of standard language.