Rhetoric and Advertising have played important roles in human communication since ancient Greece and Rome. Advertising can be considered as one of the most apparent areas for examining rhetoric. This paper examines and discusses both Western and Chinese researches in advertising rhetoric based on the categorization of text, image and music. It also identifies and compares their characteristics. At last, I will try to suggest some possible future research directions: 1) advertising rhetoric research should be various target-oriented; 2) using rhetorical criticism methods to study advertising; 3) researches in Chinese rhetorical figures: 4) Chinese researches from profoundly cultural studies; 5) comparative researches of advertising rhetoric.