Abstract: Based on the context of contemporary images, the graphic language about advertisement design more and more pays attention to judgment and construction of consumer psychology and aesthetic taste besides conveying basic information. The visual language of advertisement presents means of multiple and situational trend:metaphor, fuzziness, interesting and symbol. The article makes an analysis and summary on the basis of analyzing some of the concepts about "shape" and "state", "image" and "thought", "vision" and "form", which provides reference for theory and practice of graphic language about modern advertisement design.