Abstract
To make your own ads unique and conspicuous, advertising writers often use rhetoric devices (parables, pun, parallelism, etc.) to impress consumers and arouse their interest in consuming goods. Successful advertising language, using all sorts of rhetoric, is vivid and highly artistic. Based on the former research achievements, this paper selects some typical Chinese and English cosmetic advertisements to analyze metaphor tactics and its utility. By analyzing the characteristics of metaphor in cosmetic advertising (ambiguity, highlighting and concrete characteristics) and the aesthetic & rhetorical functions, it is obvious that metaphor in cosmetic advertisings plays an important role in guiding consumers.
Keywords:   metaphor   cosmetic advertising  application

为了让自己的广告独一无二，广告商经常利用修辞手法来传达信息给顾客，引起其购买欲望。成功的广告语言通过运用修辞手法而变得生动并极富艺术性。基于对以往的隐喻及广告的研究成果的回顾，本论文分析了隐喻在化妆品广告中的应用。通过选取典型的中外化妆品广告，解释其中所运用的隐喻手法并分析隐喻在化妆品广告中的体现出来的模糊性、突出性及具象性特点，同时分析了其所达到的美学功能及修辞性功能。通过这些功能运用分析，隐喻在两种语言的化妆品广告中所起到的对消费者的引导作用显而易见。
关键词  隐喻   化妆品广告   应用

1 Introduction
To make ads unique and conspicuous, advertising writers often use rhetoric devices (parables, pun, parallelism, etc.) to impress consumers, and arouse their interest in consuming goods. Successful advertising language is vivid and highly artistic and uses the words of all sorts of rhetoric. Metaphors in advertisements are a powerful and compelling tool. They can not only make advertising figurative, but also extend meanings of the advertisement by textual or visual information and create multilevel interpretations.

1.1 Literature Review
By spreading information, advertising aims to sell production and labor service, influence the public, win the support of the politics and promote causes or other influence that the writers hope.
Research on metaphor has been started as early as Aristotle’s time. Since them, metaphor is studied mainly from the rhetoric perspective.