This study analyzes the use of figurative language in Instagram advertisement posts posted by the Love and Deepspace official account. The aim of this study is to identify the types of figurative language based on Harris’ (2018) figurative language theory and explore the sentences containing figurative language meanings within the context of each Instagram advertisement post. A qualitative method was applied to analyze 40 Instagram advertisement posts. Data collection involved selecting relevant posts, taking screenshots, and collecting sentences for the analysis. To analyze the data, these sentences were then categorized according to Harris’ (2018) theory of figurative language. To interpret the meaning of the figurative language used in each sentence based on the context of the post, the study also applied Jackson’s (2013) theory of denotation and connotation. Each sentence was further analyzed in relation to the accompanying visual content to understand how language and images in the posts work together to convey meaning. The results show that the advertisement posts used simile, metaphor, metonymy, personification, allusion, and transferred epithet. Love and Deepspace advertisement Instagram posts use figurative language to build emotional connections between players and characters, create memorable experiences, tell the game’s story, and encourage participation in limited-time events.