This paper analyses the cognitive processes of construing texts in advertisements, in which the realized “visual rhetoric” to signify the value of products is manifest. Generally, from the visual representation of advertisements, consumers comprehend not only an iconic object, but also its figurative meaning. For example, connected to the product of the advertisements, consumers regard its visual texts as the metaphor of the product, or as a one of the specific usages of the situation. In that case, the visual representation functions as rhetoric. This paper notices the effect of visual rhetoric on the consumers and attempts to reveal the principles, which construct the rhetorical cognition.