Abstract and Key Words

Abstract: This study aims to see how cohesion theory is employed in English Advertisement and what characteristic English Advertisement will present on the basis of Halliday and    Hasan’s cohesion theory. The writer explores the cohesive devices applied to the English advertisement in detail, and analyses the cohesive devices one by one by example. The study is good for the research and application of cohesion theory. In addition, it is beneficial for readers to understand the advertisements effectively and efficiently and for ads designers to make better use of advertisements to promote product and service by employing the cohesion theory.

Key words: cohesion theory；English advertisement

摘要：本文介绍韩礼德和哈桑的衔接理论如何在英语广告中运用的，以及英语广告在衔接理论上展现的特点。笔者详细地分析了衔接理论在广告中的运用，并且通过例证法逐一分析衔接理论。这些结论有利于衔接理论的研究和应用，并且有利于广告商和顾客。广告商能更有效运用衔接理论设计广告以更好的促销产品和服务，并且顾客能更高效地理解广告。

关键词：衔接理论；英语广告

1 Introduction
Since the 1960s, great interest has evoked in cohesion. Many linguists have devoted themselves to the research on cohesion from different aspects and have made great achievements. In the construction and development of cohesion, Halliday and Hasan are unanimously regarded as the pioneers and the prominent contributors. Many other researchers home and abroad follow their steps to further study into the area. Some scholars try to modify and enlarge the framework of cohesion to make it perfect in explanation ( Hasan, 1985; Hoey, 1991; Hu, 1994; Zhang, 2001). Some scholars focus on cohesion in literary works. However, few have studied cohesion in English Advertisement. Consequently the aim of this thesis is to see how cohesion theory is employed in English Advertisement and what characteristic will English Advertisement present on the basis of Halliday and Hasan’s cohesion theory. 
According to Halliday and Hasan, cohesion can be split into structural and non-structural cohesion. But in this paper the writer will only focus on the non-structural cohesion, namely the lexicogrammatical cohesion which includes grammatical and lexical cohesion.