Abstract
English advertising language as an applied language has its own unique style and features. In order to achieve widely expected results, advertisers ingeniously use partial tone which not only can make oblique references to the issue and seize on some subject to make a fuss, but also highlight the characteristics of advertising well. This paper analyzes the partial tone in English advertising language through cross-domain mapping and points out its application and effect in our lives. And it is designed to help learners to make a further understanding of English homonym and cultural differences.
Key Words: cross-domain mapping, partial tone, English advertising language, influence
Content
1.        Introduction-1
2.    Demonstration2
2.1    General introduction to Gilles Fauconnier’s cross-domain mapping theory of the partial tone2
2.1.1 Notions of cross-domain mapping2
2.1.2 Previous studies of cross-domain mapping3
2.2    Application of partial tone in English advertising language-3
2.2.1 Puns applied in partial tone4
2.2.1.1 Functions of puns-4
2.2.1.2 Puns in advertising4 
2.2.2 Main types of partial tone in English Advertising language-5
2.2.2.1 Homophone in terms of partial tone6
2.2.2.2 Homonymy in terms of partial tone7
2.2.2.3 Repetition in terms of partial tone7
2.3 The influence of partial tone in English advertising language8
2.3.1 The positive influence8
2.3.2 The negative influence8
3.    Conclusion9
Bibliography-11