The purpose of this article is to analysis opposites in the advertisement sentences. In the advertisement sentences, it is found not a lexical opposites but a special opposites depend on utterance context. So it is called ‘pragmatic opposites’, and is studied about their aspects and semantic functions. Pragmatic opposites is showed frequently in the advertisement sentences. And listener could change the lexical field for the opposites decision as seeing these advertisement sentences. The main contents is summarized as follows. Pragmatic opposites is made on the ground of utterance context. So it is functioned as opposites by speaker’s utterance intension, and is formed opposition structure in the sentence. The aspects of pragmatic opposites are three types. First the opposites of ‘affirmation/negation’ aspect, one is fixed affirmation and the other is negation. And affirmation item’s meaning could be emphasized by a negation’s item. Second, it is opposites of ‘hyperonym/hyponym’. A same class words can not opposites, and hyperonym and hyponym of its opposites could be formed opposite-relation. Third it is extension of category. Even if it is not included the same lexical fields, it can be fixed opposites. These are inferred opposites passed by meaning’s derivation on the ground of common deep-meaning. The functions of pragmatic opposites are four. First it is emphasized an opposites meaning having of affirmation. As presentation of negation words, the meaning of affirmation is more clear and firmed. Second on the ground of opposite structure, two words could be more visible in its meaning and could be in striking contrast. Third lexical field or lexical catalogue could be enlarged. And last function is freshness of using language according to new opposites-relation decision. A new and not tedious opposites expression could be given humor and amusement to listener.