比喻化深奥为浅显，化抽象为形象，化陌生为熟悉，化平淡为生动，是广告中常

Metaphor of the esoteric for the plain, of the abstract image of the strange familiar, of dull to vivid, advertising is one of the main figures of speech in common. In order to strengthen the vivid advertising and artistic, creative advertising people often have to play a rich imagination, good things come in a fungible product to be advertised. That rhetoric is pragmatic meaning entice the audience feel good about a commodity, to help consumers establish a commodities exchanges just the right feeling.

Metaphorise is esoteric, abstracted into image, unfamiliar to familiar, plain to vivid, is one of the main rhetoric in advertising. In order to strengthen the vividness and art of advertising, advertising creators often have to play a wealth of imagination, with a beautiful thing to replace the goods to be promoted. The pragmatic meaning of this rhetorical approach is to induce the audience to have a favorable opinion of a particular commodity, and to help consumers establish a proper emotional relationship with the commodity.

It is one of the most common rhetorical figures in advertisements to turn metaphor into profundity, abstraction into image, strangeness into familiarity and plainness into vividness. In order to enhance the vividness and artistry of advertisements, the creators of advertisements often need to give full play to their rich imagination and replace the commodities they want to publicize with a good thing. The pragmatic meaning of this rhetorical device is to induce the audience to have a good impression on a certain commodity and to help consumers establish a proper emotional contact with the commodity.<br>