This thesis investigates the use of visual metaphor and metonymy in advertising on the example of Benetton. The aim of this paper is to analyse the presence and distribution of visual metaphor and metonymy in the research corpus and to examine the ways in which they appear in advertisements. The research also seeks to determine the applicability of existing theoretical taxonomies of visual metaphors and metonymy offered by Forceville and Phillips/McQuarrie. In addition, an attempt is made to identify additional semiotic phenomena that appear in the Benetton advertising campaigns. In the analysis chapter, a semasiological procedure is carried out on thirteen carefully selected advertisements, considering key visual and textual elements, cultural references, and connotative and denotative meaning. The research results showed that Benetton effectively uses visual metaphors and metonymies to create deeper meaning, establish brand identity and encourage discourse on important social issues. The analysis also showed a more frequent use of visual metonymies within the researched sample and their complex interaction with visual metaphors. Existing theoretical taxonomies have proven to be partially applicable due to the complexity of Benetton's ads, which often require a deeper interpretation of signs. That makes them more demanding to classify and place into only one specific category. In addition, research has shown the importance of sign modality and the use of marked signs in conveying implicit meaning. Overall, Benetton's advertising strategies are aimed at affirming marginalized social groups and creating a connection between individuals through brand values whose ideology is based on authenticity, innovation and strengthening social awareness.