Analysis: The expression style of advertising slogans is based on the characteristics of oral communication, because it focuses on the communication and communication effect to the audience. Their language expression style should reflect the characteristics of colloquialism, natural, vivid and smooth, giving people a catchy sense of rhythm. In the structure of language, words and sentences should be concise and infectious. Compared with the advertising slogan, the advertising title requires it to be novel, distinctive and attractive. So it can be a vivid and fluent oral style. However, due to its short-lived role in advertising and its weight in printed advertising, it prefers to use written language style.