Text as an image.
The picture is the text.

Communication
with the observer.
Asks the spectator: “Aren’t you glad using Dial? Don’t you wish everybody did? (Dial soap)

Unfinished text.

The unfinished text lets the spectator give a "free" meaning of the picture.

Paradox.

Joins different ideas in the same image.

Comparison.
A is like B: it compares two objects or two situations. “You like it, it likes you” (Seven-up soft drink).

Two meanings or pun.
It has two different meanings “Cross the black line”(Ballantine’s black label)

Ellipsis.
It suppress the object without changing the meaning “Don’t leave home without it” (American Express)

Irony.
To tell something with the opposite meaning of what you are thinking.

Synecdoche.

It relates one part with the whole of the image and vice versa.
It includes only a part of the object, and the spectator imagines the rest.

Metaphor or Similie.
Identity between two words: A is B.
"Sleeping on a Seely is like sleeping on a cloud" (Seely mattresses)

Or a metaphoric image: A human body whose head is a lit cigarette.

Metonym.

Change the words because their meanings are close things (the bed’s foot). The imports are getting nervous (Buick)

Or identify a product showing the brand.

Accumulation.
Repeating sentences or/and images.

"Plop plop fizz fizz What a relief it is!" (Alka-Seltzer)

Hyperbole.
Exaggerate the actions or change the size of the things.

"Everything you want. Nothing you don't" (Nissan)

Antithesis.
Joins two opposite ideas: Easy on eyes. Tough on tangles (Pert Plus Shampoo)
"Easy on eyes. Tough on tangles" (Pert Plus Shampoo)

Personify or Prosopopeia.
Gives human qualities to things or to animals.

Symbol.
Something that represents another thing different from itself: the heart for love, the scale for justice…

Popular sentences.
“Touch is believing”, “alea jacta est”, “Live in the now”...