In contrast to the advertising researches focused on advertising languages generally from linguistic point of view, this thesis tends to regard the TV advertisement constituted by many kinds of symbols as a special textual type, and also tends to describe some general rules of Russian TV advertising texts according to theories of textual linguistic, advertising, and so on.

As a cut-in point,textual metaphor is discussed to study the textual clues in English poetry.

This paper is aimed at exploring textual metaphor from the perspectives of semiotics and cognitive linguistics.

Under systemic-functional framework,grammatical metaphor is divided into ideational metaphor, interpersonal metaphor and textual metaphor.

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.