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)