Abstract: This study briefly introduces the background of one of the rhetorical devices——oxymoron and advertisement. It tells the oxymoron in details. Including the definition, composition and features of oxymoron, the thesis aims to analyze the rhetorical effects of it and focuses on the study of its applications in several advertisements, which helps the readers to deepen understanding of oxymoron and to apply it much better in practice. 

Key words: oxymoron; composition; effect; advertisement

摘要：本文简单的介绍了修辞手法之一的矛盾修辞法的背景和广告的背景，对矛盾修辞法的定义，构成和特点进行了具体的介绍，本文还分析其所产生的修辞效果，并且重点研究其在广告中的运用，加深读者对矛盾修辞法的了解，以便更好的使用矛盾修辞法。

关键词：矛盾修辞法; 组成; 作用；广告