【正文】 formation about products or services benefits, which is designed to create favorable mental impression that turns the mind toward purchase. (Rossiter and Percy ,1997) In the above definition, “public”, “nonpersonal munication”, and “indirect persuasion” indicate that the target of advertisement is public not personal, the way of promoting is indirect not direct. The advertisement is to “public” not for individual person, the information convey by advertisement must be accept by the public. Advertising is not aimed at any individual, or by any individual. It’s a nonpersonal transmission of information aiming at the public or a certain group of people. The information, methods, media, and other ponents of advertising should abide by the advertising laws, policies and rules, and should be under the supervision of the public. () The aims of advertisement are to inform, persuade, and remind customers to purchase. Generally speaking, people are not familiar with new products or new services at first. Through advertisement, people could know the information about products and services benefits, and then accept the promoting products and services. Features of Advertising LanguageAccording to the language system, language consists of spoken language and written language. A written language is the representation of a language by means of a writing system. The written language can be significantly more precise.Similarly, the reader can read quickly or slowly or even stop to think about what he or she has just read.2. Do not say that for which you lack adequate evidence.The maxim of relation:1. Make your contribution relevant.2. The maxim of manner:Be perspicuous, and specifically: 1. Avoid obscurity 2. Avoid ambiguity 3. Be brief 4. Be orderly. (Net. 5) The Cooperative Principle describes how people interact with one another, enable effective munication. Most people are observing Cooperative Principle, but someone will violate it. Grice list follow situations:1. The speaker not observes the CP, and listener can not detect it.2. The speaker claims that unwilling to observe CP.3. The speaker would observe and violate certain CP at the same time under embarrassing situation. 4. The speaker not observes CP intentionally, and listeners (generally) assume that speaker is not observing it.Advertising is a special conversation relate to Cooperative Principle. The following will discuss metaphor base on Cooperative Principle. The Humanizing MetaphorPersonification, American English Rhetoric (. Bander, 1978: 176) defined as follow: “attributes human qualities and abilities to inanimate objects, animals, abstractions, and events.” Webster’s New World Dictionary explains: “a figure of speech in which a thing, quality, or idea is represented as a person”. The use of personification in advertising will endow the product with human emotion, will make advertising amicable to consumers. (see李鑫華, 2000:46)Metaphor and personification are usually identifying use. However, both seem to seem to e together in advertisement. For example,“How do you keep your head above water when the market takes a dive?Learn to swim. With a strong Swiss bank. In these times of volatile equities markets, political uncertainty and shrinking dollars, we can help you stay afloat. With safe financial instruments invested in solid currencies.”(Bank and Insurance advertisements)Here “market takes a dive” is attribute human activity to market, it pare market risks to people take a dive. “How do you keep your head above water” and “l(fā)earn to swim” indicate that people must learn how to avoid lose when encounter declining market. Metaphor and personification belong to different category, does not confirm to logical. “In the water” may refers to the place “sea” “pool” “river” the places for people swimming, but market is “the world of mercial activity where goods and services are bought and sold”. Both are “place”, have bear some analogy, but “market take a dive” is an abstract conception, so “How do you keep your head above water when the market takes a dive” not observe Cooperative Principle. However, admen know the readers would not prehend it literally, and readers also know admen were not observe Cooperative Principle intentionally. In the market where would not mention to keep your head above. If reader can find the imply meaning “the economic forecast is gloomy or bright” that enable them prehend the genuine meaning of “l(fā)earn to swim”. Hyperbole MetaphorHyperbole, another rhetorical device used in advertisement, which is a technique of language expression. Hyperbole, e from Greek “hyperbolē (hyper + bolē)”, means “excess”. The Random House College Dictionary (Revised Edition): “an extravagant statement or figure of speech not intended to be taken literally, as to wait an eternity”。 “aesthesia” means “sensation”. The Random House College Dictionary “a sensation produced in one modality when a stimulus is applied to another modality, as when the hearing of a certain sound induced the visualization of a certain color”. (2004:247)Synaesthetic metaphors are indeed metaphors. Moreover, they can work just like most other metaphors. Marks concluded that:“Metaphoric expressions of the unity of the senses evolved in part from fundamental synesthetic relationships but owe their creative impulse to the mind39。 “rest” and “play” use together, which associate to another idiom we all known, “All work no play makes Jack a dull boy”. Admen not only make use of the structure of idioms, but also quote the content of the idioms. It looks as if people have to eat a Mar a day in order to not being dull and keep the doctor away. A further example, will give a clearer idea of how idioms are used in advertisements. “The prose without the con” (Ad for The Time)This advertisement origin from the idiom “pros and cons”, means the arguments for and against sth。 sounding good”, etyma “pheme” means “say