Advertisement is one of the way to promote an industry product. Its function is to promote new product, idea, or image.  Advertisement needs an attractive language use to persuade the customer to get interested in what is being advertised or offered. The text in advertisement has not only literal or denotative meaning but also non-literal and intended meaning. The non-literal meaning can be seen in the use of figurative language. In fact, some people don’t realize this concept.  Commonly, people don’t realize the power of language to promote the product. Number of people assume activation of literal meaning in the fashion  advertisement is obligatory. In fact, the research signifies that for many figures of speech, the literal and figurative meanings in the fashion advertisement. The study was conducted through reviewing a number of literatures outlining figurative language. This paper is aimed to explore how the figurative language was applied in the fashion advertisements. It could be expected that this article could propose the concepts of figurative language more understandable, especially to the entrepreneur to support their products’ promotion.

Keywords: the meaning, figurative language, fashion advertisements