| Advertising, in one form or another, has been around for countless years, but its style and delivery mechanisms change over time. With the development of science and technology, online advertisements have become a novel method of advertising and therefore, another important functional variety of English language occurs. While maintaining the purpose of "attention attracting, interests arousing, desire stimulating, memory maintaining and action provoking", online advertisements have formed many distinctive features in terms of structure, communication method and linguistic artistry. The present thesis is an attempt to apply the theories of Stylistic - a branch of modern linguistics to the analysis of online consumer advertising from the perspective of structure, textual and contextual factors and linguistic description. It falls into six chapters. With the first chapter serving as an introduction, the second chapter briefly reviews the history of various important advertising methods, laying the main purpose upon introducing the development and the status of online advertising and explaining the significance of the study of this subject. The third chapter, by the illustration of structures of online consumer advertising, presents an explicit picture of the components of online advertisements in comparison to those in traditional media. The subject of Language and Communication, serving the fourth chapter of the thesis, analyzes online advertisements from communication situation, contextual and textual factors to their implicit and explicit content. To make a more thorough analysis, visual symbols in online advertisements are also addressed in this part. The fifth chapter - Linguistics Description, also the main part of the thesis, has attempted to analyze online advertising on altogether four dimensions, via graphology, syntax, lexicology and rhetoric. The sixth chapter, also the last part of the thesis, summarizes the thesis as a whole and draws some implications.
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