Abstract: Modern advertising plays a unique and important role in the information age. Graphic language is the main carrier of advertisement contest which has the functions of the information transmission, the emotional appeal, visual pleasure, duty extension. In the modern advertisement design, "authenticity" and "fuzziness" are both important traits of graphic language. "Authenticity" includes the truth of positioning, intention and emotion and "fuzziness" means an extension and expansion of graphic language. They offer the possible reference for both advertising design theory and practice.