The times of “symbol” consumption is coming, advertising appeal prefer delivering symbolic value to emphasizing a function. It is familiar to take fairy tales as the advertising subject, these popular and c1assicstories were converted into advertising codes and atypical reframed. What’s the advertising purpose of quoting from fairy tales? The method use for this research was KJ method to classify samples according to four types, inc1ude the role image subversion, symbols conversion, conflicting glossary and plot rewrite. Then make use of documentary analysis to confer how the advertisement reframe the meaning of fairy tale’s objects in Symbolism and analyse the significance. The results revealed that the fairy tale’s topic appearing in the sample is often repeated, the most frequent is Snow White; product features are nearly low-involvement merchandises for persona1. In the sex, advertisement almost quotes from female role than the male in fairy tales. And the feminine image in the advertising isn’t stereotype also shows a modem woman’s epitome. Consequently, through the variation of fairy tales material provided a channel for female to introspect relationship between herself and him. On the other hand, the meta-phenomenon of multiple editions make the judged in this kind advertising subjected to person’s first reading experience, Advertisers while choosing “original” have to consider whether it is popular that can succeed to create differentia. Fairy tale essence is the outcome in times, adaptation is nothing but makes it conform with the change of social thought and consumer’s value nowadays and reach the final purpose of sale.