With the development of modern multimedia technology, more types of advertisement have been appeared. Combined with images, sound and text,more and more people are attracted by advertisement. In order to design successful advertisement, to simply upgrade hardware is not enough. The levels of advertisement language are decided by innovation and attraction of the advertisement. Therefore, the elaborate choice of figure of speech becomes the key point for the advertisement designers. In the study, the author classifies the types of figure of speech in terms of classic advertising slogans, investigates the effects of figure of speech in advertisement, and then expounds the important role of figure of speech in advertising language.