This study focuses on Chetoric, an award-winning print advertisement at home and abroad, and makes a comparative study of Kriati. Currently, research on advertising creative and visual Rhetoric, but is actively done, the study of the relevance of the context effect, an element of visual Rhetoric on advertising creative is a situation insufficient. This study shows that, based on the award-winning works of domestic and foreign advertising system, in the context of noon effect, the impact of fragrant treatment and rural treatment on advertising Criave has been formally studied. To this end, the first in the theoretical review, we conducted an investigation on the creative of the ad. We examined the concept of advertising creative in detail, components of ad creative, and the effectiveness of advertising creative. The second one grasps the process of advertising and communication, and the trend of advertising system at home and abroad. Domestic advertisements are centered on the advertisement objects of the Central Daily. In the case of foreign advertisements, they are centered on Cannes International Advertising System, Kerr International Advertising System and New York Celebration Advertising System. Finally, we conducted an investigation into the visual Rhetoric and context. In addition, for the sake of a clear understanding of Rhetoric, we analyzed in detail through the case, and proceeded to help understand rhetoric and context. In the empirical study, the first experimental stage is centered on domestic print advertising. A questionnaire survey was conducted on 10 representative stimulants selected from domestic advertisements. In the questionnaire survey, Bottom-up advertising and Top-down advertising were surveyed by ordinary people and design experts. Next, the second experimental stage was conducted experiments around the international print advertising, foreign print ads were extracted samples from the Cannes International Advertising Festival, Clio International Advertising Festival, New York Festival, the same as the first experiment was conducted by selecting the representative stimulus. According to the results of this study, we can see that the advertising effect of design professionals and ordinary people is different. In other words, based on the results of the study in producing the ad, it was found that a strategic approach is needed.