This paper studies the culture communication in the design of the cultural and creative products from Putuo Mountain Region from the perspective of semiotic rhetoric, to promote the development of Putuo Mountain's cultural tourism industry. Firstly, it introduces the current design situation of cultural and creative products from Putuo Mountain Region; secondly, on the basis of the interpretation of the concept of semiotic rhetoric, it explains how semiotic rhetoric theory can be utilized in the development of cultural and creative products, and proposes that semiotic rhetoric is used in the cultural and creative products with both positive and negative perspectives; finally, according to the negative rhetoric generated by the pragmatic conditions of the product, the design conception path of Putuo Mountain cultural and creative products is constructed, and the design practice path of Putuo Mountain cultural and creative products is constructed according to the positive rhetoric generated by the use of rhetorical figures. All of these examples are provided to verify the feasibility of the constructed design paths. The semiotic rhetoric activities involved in the design of Putuo Mountain include both positive and negative aspects. On the one hand, positive rhetoric refers to the active use of figures of speech by designers in the design process, including five figures of speech:symbolic simile, metaphor, metonymy, synonymy, and symbol. On the other hand, negative rhetoric refers to the influence of context on product representation, including the rhetoric of two dimensions of design interpretation and evaluation produced by the synthesis of culture, history, occasion and user's psychological context. The construction of the cultural and creative design path of Putuo Mountain from the perspective of symbolic rhetoric includes the construction of two stages of design conception and design practice. The design conception path is based on negative rhetoric. Cultural research, product research and user research are carried out in the design cultural context of the product itself and the psychological context of users' leisure vacation and pilgrimage; the design practice path is based on positive rhetoric, and on the basis of the three studies in the design concept, cultural research is carried out. The concept and product features are linked by the metaphor of the figure of speech - the decree thinking, therevy completing the expression of the design connotation of Putuo Mountain cultural and creative products.