【正文】 glish, which can be divide into four sorts: simile、metaphor、 metonymy and synecdoche. . Similes A simile is a figure of speech which makes a parison between two unlike elements having at least one quality or characteristic in mon， and it explicitly signals itself in an advertisement, with the words as or like.（ Feng Cuihuan,1983） The simile helps to create the clear image, much easier for readers to accept. For example: ⑴ Light as a breeze, soft as a cloud.(The advertisement of clothing)（ Sun Xiaoli,1995） In the advertisement above, two similes are used, which embody vividly the softness and fort of the clothes． After reading the advert， consumers will associate with such kind of fortable feeling after wearing that brand of clothing, and nobody can resist the temptation. ⑵ It gives my hair super shine, super body, and leaves it smelling fresh as a meadow. (Hair lotion advertisement) This hair lotion advertisement uses rhetoric tactics of simile, and this advertisement displays the result of this lotion image very concrete, which makes people produce abundant association and desire of purchase. ⑶ Like a good Neighbor, State Farm is there. (State Farm insurance agent)（ Wang Yanxi, 2021） Here, advertiser takes State Farm as a good neighbor, driving by which readers will arouse cordial senses after reading the advertisement and produce the desire to buy insurance, just as their neighbors help them and consider them sincerely. . Metaphors Metaphor is another linguistic process used to make parisons between the attributes of one thing and something else (Tang Ying, Qu Jing, 2021). There is a formal difference between simile and metaphor, in which the words ―like‖ and ―as‖ do not appear. For example: ⑴ The most sensational place to wear satin on your lips. (Lipstick) In this piece of advertisement, satin alludes to lipstick. That is to say, this kind of lipstick rouged on one‘s lips where is full of enthusiasm, it seems wearing the luminant and silky satin. The euphemistic and implicit description makes consumers full of imagination and expectation. ⑵ Something within you is Dior. (Christian Dior).(Cui Gang,1992) This is the advertisement of perfume ―poison‖ brought for the international brand CD of cosmetic series. On the propagandism of ―poison‖, the smart use of metaphor is manifested thoroughly. Is fascination existing inherence and emanating spontaneous or poison subsisting in heart and spreading voluntary? Two weeks later after the perfume ing to the world, one bottle of perfume is sold per fifty seconds and the action has broken world‘s record. Certainly, this piece of advertisement gives its contribution in selling the products. ⑶ One great gift, A million ways to enjoy it together. (Carnival Group advertisement) This is an advertisement of Carnival. Liken ―Carnival into gift in the advertisement is to signify that this product can bring the joyful sense to somebody. It makes people produce the good morale, actually ―Carnival was the amusement park, such an advertisement made people happy, thus solicits more visitors. . Metonymy Metonymy is a figure of speech that has to do with the substitution of the name of one thing for that of another. This substituted name may be an attribute of that other thing or be closely associated with it. In other words, it involves a ―change of name,‖ the substituted name suggesting the thing meant（ Feng Cuihuan,1983） . This kind of figure of speech obtains an unexpected impression for customers. For example: ⑴ Wash the big city right out of your hair. (Shampoo)（ Wang Yanxi, 2021） In the advertisement of shampoo, actually ―the big city‖ substitutes ―the dirt of the big city‖. The real meaning of the advertisement is: using such kind of shampoo everyday, the dust brought from city can be scoured off. ⑵ He is too fond of the bottle. (DRINKINGS)（ Wang Yanxi, 2021） The word ―bottle‖ in the advert above represents the drinking in the bottle. In this advert, it does not use drink directly but the word ―bottle‖ to replace it. . Synecdoche Synecdoche is a figure of speech by which a part is put for the whole, the whole for the part, the species for the genus, the genus for the species, or the name of the material for the thing made (Tang Ying, Qu Jing, 2021). This kind of rhetoric is mon occurrence in advertising English. Synecdoche can be used to embroider atmosphere and emphasize mood. For example: ⑴ The World of Music: The World of Art: The World of Theater: The World of Sight: This is a piece of advertisement about traveling cities. In the four noun phrase, the headword ―world‖ used to be synecdoche has repeated four times. World indicates universe, everything is included. However, ―world‖ in the advertisement means category of human activity, obviously part is put for whole. That is synecdoche in English. ⑵ Innovative minds get their edge from us． This is an employment advertisement, of which the abstract word minds being used to express a concrete meaning: a person of great mental ability. 2. Hyperbole Hyperbole is a figure of speech that deliberatey uses exaggeration in order to give speaking, things modified by hyperbole cannot be understood by literal（ Feng Cuihuan,1983） . Designers often use hyperbole in advertisements to strenthing the merit of the products. For instance : ⑴ Winston—The Great American Cigarette.（ Wang Yanxi, 2021） Here, cigarette is modified by ―great‖, which is obvious to show that hyperbole is used in the advertisement. Although there is a bit exaggerated, people‘s eyes will be attracted by the advertisement once they see the word ―great‖ and maybe would like to have a try. ⑵ We have hidden a garden full of vegetables where you‘d never expect in a pie. (Advertisement of food) Can a small pie hide a garden full of vegetab