广告语内容丰富,字字珠玑,能激发人的消费动机,左右人的消费观念,诱导人的消费行为;它能使广告更丰富,更精彩,更有竞争力,是广告成功的关键。巧妙的双关能够很好地突出广告的特点,能使语言含蓄、生动,起到旁敲侧击,借题发挥的作用,因而成为现代广告语中一种备受青睐的修辞手段,在广告中得到大量应用。本文从谐音双关、语义双关、语法双关和仿拟双关对双关语在广告中的运用作了阐述。 Advertising rich in content, absurd word, inspire people’s consumption motivation, about the concept of consumption, to induce people’s consumer behavior; it can make advertising more abundant, more exciting and more competitive, is the key to the success of advertising. Clever punches can well highlight the characteristics of advertisements and make the language subtle and vivid. They play the role of scrutinizing and borrowing, thus becoming a popular rhetorical device in modern advertisement language, which has been widely used in advertisements. This article elaborates on the application of puns in advertisements from the homophonic pun, semantic pun, grammar pun and punitive pun.