Abstract: With the development of science and technology as well as economy, the trend to globalization becomes more and more obvious. English commercial advertisement, as a form of business, is prevailing. And language as one of the concrete expression in advertisements plays a vital role in English advertisement. However, because different countries have different cultures, some advertisement designers overlook cultural differences when they design advertisements, so the advertisings they designed are often misunderstood. This paper analyses linguistic features and tries to reveal the pragmatic failures of English commercial advertisements in order to help advertisement designers gain an insight into the problems caused by cultural differences and have a deeper understanding of English language for commercial advertisements. Besides, according to the analysis, some conclusions are reached and suggestions are put forward about how to design and write successful English advertisement.
Key Words: English Commercial Advertising; Linguistic Features; Pragmatic Failure; Suggestions

摘要: 随着科学经济的发展，全球经济一体化的趋势越来越明显。英语商业广告作为商务交际的一种常见形式，日益盛行起来。而语言又是广告的具体表现形式之一，在广告的表达中起着至关重要的作用。由于不同国家文化不同，一些广告设计者在设计广告时不知道文化差异，导致受众误解广告传达的信息。本文通过分析英语商业广告语言的特征揭示了一些语用失误，以便帮助广告设计者了解由于文化差异引起的问题和更好的把握英语商业广告的语言。此外，通过分析，得出了一些关于如何设计和创作成功广告的结论并提出了一些参考性的建议。
关键字：英语商业广告；语言特征；语用失误；建议

With the deepening of economic internationalization, English commercial advertisements have become more and more significant in the world economy and drawn more and more attention. And we live in a world of advertising. As potential consumers, we are bombarded with all kinds of products or service information from various media. Advertising provides valuable service to the society and its members, because it defines for consumers the meaning and the role of products and services. Besides, advertisements bridge the gap between producers and consumers，and bring convenience to both sides.