In this paper, we propose a multi-agent model for analyzing recognition process of advertising information. We selected brand communication in enterprises as our research target and analyzed customer's recognition process of TV commercials from the viewpoints of audio-visual rhetoric and cognitive science. And we designed multi-agent model concerned with customer's recognition process. The multi-agent model makes clear the interaction between elements of customer's knowledge structure and the rhetorical characteristics of audio-visuals. It is found that the model is effective in the evaluation of advertisement.