【正文】 . Objects are aesthetically valuable if (1) They possess a special aesthetic property or exhibit a special aesthetic form. (2) They have the capacity to convey meaning or to teach general truths. (3) They have the capacity to produce pleasure in those who experience or appreciate them. (4) They have the capacity to convey values or beliefs central to the cultures or traditions in which they originate, or important to the artists who made them. (5) They have the capacity to help bring about social or political change. (6) They have the capacity to produce certain emotions we value, at least when the emotion is brought about by art rather than by life. (7) They have the capacity to produce special nonemotional experiences, such as a feeling of autonomy of the will or suspension of disbelief. (Net 8)Advertising is also an art, has its own rules of aesthetic. The process of metaphor creating embodies aesthetic that is why people prefer to employ metaphor. Metaphor build a new relation between topic and vehicle, exist resemblance in the difference. Metaphor can bring pleasure to people. For example:“Through Mutual Affinity We Meet, Through CAL the World Grows Smaller” (Ad. for CAL)CAL is China Airline in Taiwan. “Affinity” means “a strong feeling that you understand sb /sth like them or it”. In China tradition, “mutual affinity” indicate “緣分”， to Chinese, this advertisement make them feel intimate and novel. According to the principle of aesthetic, this advertisement has the capacity to convey values or beliefs central to the cultures or traditions in which they originate. And also have the capacity to produce certain emotions we value, at least when the emotion is brought about by art rather than by life. Most Chinese believe “mutual affinity”, admen take advantage of it to convince passengers think meeting were arranged by fate. It builds a bridge of prehension between topic and vehicle, help CAL establish a close relationship with passengers。s attention. The above advertisement is a slogan of “Timext” watch. “Timext” = “time + excellent” means time is precisely in watch. It is not difficult to see that this word is coined by bining “time” and “excellent”. The product and its characteristics of this watch and vividly shown, making it name hard to be forgotten. Principle of EuphemismEuphemism e from Greek, “eu” is prefix, means “good。s image among the consumer. The Synaesthetic MetaphorSynaesthesia, Greek origin “syn+aesthesia”, “syn” means “together”。The writer can write and rewrite at great length, a span of time which in some cases can be measured in years. But precision in oral munication es only with a great deal of preparation and pression. Once spoken, words cannot be retracted, although one can apologize for a mistake and improvise a clarification or qualification. On the other hand, spoken language can be significantly more effective in expressing meaning to an audience, due to the extensive repertoire of signals available to the speaker: gestures, intonation, inflection, volume, pitch, pauses, movement, visual cues such as appearance, and a whole host of other ways to municate meaning. (Net. 3) The wide use of advertising has created a special style of English—advertising English. Its unique features, simple language and immense attraction make it differ from other kind of language. In the development of advertising English, this kind of language has formed its own features in several aspects, which are related to spoken language and written language. (Net. 2)(1). Simple and informalThe function of advertising is to provide information, attract consumer, exploit market, and promise the quality. Therefore, advertisement must pay attention to its impelling language, and the first step is to use popular and spoken language to make it easy to understand and memorize.(2). Sophisticate and deliberate Because of the nonpersonal features of advertising, the dissemination and operation of it should be restricted by the law of a country, the moral standards. Advertising language must deliberate and sophisticate, to avoid trivial faults in it. If occur, enterprise have no choice but to apologize for a mistake and suffer huge loss. 4. Metaphor and other Rhetorical Techniques There are many pragmatic theories of metaphor, the three most influential ones are: Grice’s Cooperative Principle and Searle’s speech act theory and Sperber and Wilson’s Relevance Theory. One main task of this chapter is to exemplify how the metaphor and other rhetoric techniques blend base on the Cooperative Principle introduced by American philosopher H. Paul Grice. Metaphor is much more than a rhetoric technique, generalized metaphor includes: the humanizing metaphors, hyperbole metaphors and syanaesthetic metaphors …etc. Some examples are quoted to show that metaphor and other rhetoric can be blend used. The following analysis of the crossdomain relationships, take advertising as example to demonstrate how three different kind of metaphor advertising work. Cooperative Principle approach to MetaphorCooperation has itself been elevated to the status of an independent principle in the works of the late British/American philosopher H. Paul Grice (1975, 1989), whose Cooperative Principle (abbreviated: CP) consists of four pragmatic subprinciples, or ‘maxims’, to wit:The maxim of quantity:1. Make your contribution as informative as required。 the multiply conspicuous units whose result is a hasty careless expression should not be frequently used. On the other hand, it stimulates the expressions which are less numerous, less specific and more frequently occurring units. (see 徐章宏, 2007:265 ) Economy is essential to advertisement for space is costly. Metaphors most distinct feature is brief, a word or phase can imply much information。 plete an aesthetic creation. The world is impossible to grow smaller. “Through CAL The World Grows Smaller” reveals the characteri