However, former advertising studying lingers on the linguistic level, neglecting studying advertising, especially metaphorical advertising rhetoric from cognitive angle.

It is a continuum of developing from rhetoric metaphor, cognitive metaphor to grammatical metaphor.

The research of metaphor has been lasting for many years; however, few people have so far conducted the research that combines rhetorical metaphor, cognitive metaphor and grammatical metaphor as a whole.

If metaphor advertising wants to go further,designers still should improve the design-master ability,do deep research in the application principle of design elements,draw nutrition from the wider and closer professional field,try to do some effective exploration in metaphor advertising’s design practice by guiding of advertising theory.

With pragmatic presupposition in English advertisement rhetoric devices, advertisement makers seek the identicalness or similarities with consumers in terms of value, attitude, belief, knowledge, etc.