【正文】 s, which are ideal devices to convey as much information as possible in the limited space for advertisement. Among the ways to create new words, Compounds is much popular in English advertisements, is highly effective for its smart creativity and easy to win the audience39。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。 sounding good”, etyma “pheme” means “saying。 speech”, taking together “good/pleasant speech” or “to speak with good words or in a pleasant manner” Neaman explain: “substituting an inoffensive or pleasant term for a more explicit, offensive one, thereby veneering the truth by using kind word”. (2004:125)When a phrase is used as a euphemism, it often bees a metaphor whose literal meaning is dropped. Euphemisms may be used to hide unpleasant or disturbing ideas, even when the literal term for them is not necessarily offensive. Metaphorical language may make it possible to avoid revealing secret, holy, or sacred names to the uninitiated, or to obscure the identity of the subject of a conversation from potential eavesdroppers. (Net. 7) For example:John Couldn’t Stand the Pressure John whistled and you slammed the door on him. He squeaked and you jiggled his handle. Now in desperation, he is doing Niagara Falls routine. But had you looked into John’s tanks earlier, you could have saved a lot of mopping. His problem is obvious. An outdated corroded ball cock… (Ad for lavatory)John is a mon name of male in America. But if people write “j” substitute the capital letter “J”, it bee “john”, which means lavatory in America slang. It describe lavatory as a person, who is badtemple, like to plain. The whole ad never mention lavatory, admen avoid to direct express. In the substitution of one that may offend or suggest something unpleasant to the listener, use the metaphor to make it less troublesome for the speaker. Principle of AestheticAesthetics is the philosophical notion of beauty, monly known as the study of sensory or sensoriemotional values, sometimes called judgments of sentiment and taste. More broadly, scholars in the field define aesthetics as critical reflection on art, culture and nature. 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。 plete an aesthetic creation. The world is impossible to grow smaller. “Through CAL The World Grows Smaller” reveals the characteristic of airplane: get to elsewhere of the world very quickly and conveniently. Another example:“France has a word for beauty…” (Ad. for cosmetics)The noun “France” is inanimate, but the phrase “has a word” collocates with subjects which are animate. No one doubts the action “has a word”, the reader is impossible to regard “France” as animate subject. Reader will pay attention to this kind of paradoxical expression, which stimulate their sensation of aesthetic, make them refresh even breathless until the problem. In fact, “word” is the brand of product。 “France” is the origin place of products. “France” and “word” have implication meaning. France is famous for its romantic, the cosmetics are also known to world. From the beginning reader search for metaphor, find that the paradoxical between topic and vehicle, solve the problem at the end (find implicit meaning). In this process, advertisement produces pleasure in those who experience or appreciate them. 6. Metaphor understanding Metaphor understanding involves both socioculture factors and individual background knowledge. Ad metaphor is partially determined by the expected mastery if cultural knowledge for them contains too much indirectness and implicit meaning. Metaphor understanding involves sociocultural factors As a pervasive phenomenon in our daily life, metaphor is an ind