| In the present era, the advertisement has already become the essential constitute of theeconomic society. The advertising is the lubricating oil of the modern commodity economy,is the catalyst of the economy development, as well as the link and bridge of the production,supply and sale. The advertising language is the accumulation and the concentration of thehuman culture, the wonderful advertising always has some unique specialties and brilliantpoints in each word. Especially the advertising headlines can be seen as the essential of theadvertising. So the study of English language from the English advertising is really a bigshortcut for us to spy on the wonderful secret of the English language. A lot of scholars have studied the advertising language from many different perspectives.The main figures are: T. Vestergaard & K.Schroder (1985), Guy Cook(1992), TanakaKeico(1994), Anglela Goddard(1998) Zhou Yi & Zhou Xiao (1998) , Huang Guowen(2001)and so on. They discussed the structural and rhetorical features of advertising language andfunctions of nonverbal elements of ads, such as sounds and pictures, from perspectives likesociolinguistics, pragmatics and the functional grammar. But in the previous studies, to focuson the advertising headlines are really rare. Huang Guowen ever did a glimpse of theadvertising headlines in his works, which is in general and non-systematic way. This thesis is orientated to make study on the speech function of the English advertisingheadlines. Most of the ex-studies paid too much attention on the body part of the advertisinglanguage, but according to the investigations 80% of the readers care headlines much morethan the body part of the advertising and the headlines are keys to guide consumers to makefurther reading. So the author believes that to make study on the advertising headlines is alsovery important and valuable. Though Halliday`s metafunction is to analysis the discourse anduse the four speech function to justified on earth what kind of advertising can be easilyachieved by the audience. Thus, studying and summarizing the research of the top 40 popular English advertisingheadlines, we can finally know what is the most attractive advertising headlines to theconsumers and what kind of speech function they have. The conclusions are: 1) We can see, people prefer the statement function in the headlines, because they aremuch more clear and directive to the product. They can give the audience a very brief outlineabout what they want them to know. 2) We have concluded that the offer way is the best way to sell the product. That is tosay, people watching some ads is just for finding something they are interested in or to findout what can be benefit from the production. Even today, when people choosing a product, they will also pay attention to what kindof service they can get from the proctors. At this time they will think about much of the otherside, so an advertisement should take consumers' interests as its starting point, it is a brightsight attracting consumers. 3) Our analysis to the advertising language indicates that: the speakers (ad owner) inthe advertising communication do not have the rights and duties to make "command" to theaudiences (consumers). Though the imperative clause in the advertising language cannotexpress the "command" meaning, it can present the "pleading", "suggesting", "advising" and"requiring" meanings instead. 4) The "question" speech function: There are three kinds of "questioning" forms in theadvertisings: (a) complete yes-no question (b) complete wh-question (c) elliptical sentence.No matter which kind of the interrogative sentence form, it should be relative to the ad ownerpromotions by using the "question" style and the audience usually can be known the purposeof the "question". In daily conversation, we can make a suitable "answer", or to have the "disclaimer",even can give the unsuitable "non-answer". But in the advertising discourse, no matter thesuitable answer or the unsuitable "non-answer" and the reject...
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