但至今为止，很多对广告的研究都只是停留在广告与消费者心理，广告中语言修辞格的分析与翻译等等。

Until now, unfortunately, most researches on ads still remain at the phase of consumer psychology, traditional verbal rhetorical figures and their translation in the ads.

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广告创意与消费者的心理关联密切。

Advertisement creativity is closely connected with consumers' mentality.

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本文着重分析英语广告语篇的语言艺术特征与技巧在语用原则和消费者心理上的体现。

This paper mainly gives an analytical account of the presentation of linguistic features and artistic techniques in English advertising texts from pragmatic principles and consumers' psychology.

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