Print advertising usually consists of verbal text and pictorial illustration. The verbal part is composed of headline, body text, slogan and trade name. As is generally believed, advertising headline, which often embody the theme of advertisement and draw the most attention, are the cores of advertisement design. Therefore, as a consequence of time and energy shortage, the analysis of this thesis mainly focuses on the auto advertising headlines, and the body text is referred to as supporting the analysis of the headline when necessary. Besides, as the advertising materials are changeable, some auto advertisements only have body texts but no headlines, making a one-to-one correspondence between the selection and the analysis of such auto ads impossible.