【正文】 and when a conversational implicature is generated in this way, I say that a maxim is being EXpLOITED.”[29] Give an example:[17] A: Where is Mary?B: There is a blue car outside Bill’s the conversation, B breaches Quantity, but if A assumes that B is willing to cooperate with him, he will try to relate his question to B’s on their mon sense that Mary has a blue car, and then he will understand that B is telling him that Mary is at Bill’s advertisement, the advertiser violates the cooperative principle in the fourth way to attain a certain purpose, thus making the utterance produce the advertisement disobeys the principle, but it can 。that is, he may BLATANTLY fail to fulfill the assumption that the speaker is able to fulfill the maxim and to do so without violating another maxim(because of a clash), is not opting out, and is not, in view of the blatancy of his performance, trying to mislead, the hearer faced with a minor problem。my lips are , he may be faced by a CLASH: he may be unable, for example, to fulfill the first maxim of Quality(Be as informative as is required)without violating the second maxim of Quality(have adequate evidence for what you say).”[28] For example:[16] A: Where does X live?B: Somewhere in the suburbs of the answer of B breaches the Quantity, because he provides less information that A wants to if B really doesn’t know where X lives, he obeys the Quality that do not say what you lack adequate evidence。if so, in some cases he will be liable to mislead.” It means you are intentional to violate the maxim.[27] For example: If someone invites you to join in a party, but you don’t like offence to him, you may say, “ sorry, I have promised Jim to go shopping”.At this time, you know you tell lies, but you have to.“Secondly, he may OpT OUT from the operation both of the maxim and the Cp。etc.”[2] Facing so many advertisement, how to make the advertisement impressive is the main purpose of the order to enhance the appeal of an advertisement, advertisers pay much attention not only to such expressive devices as plates, color and the layout of a printed page, but also to the choice of words or phrases, to make an advertisement beautiful and the practice of the advertising English, people pay more attention to pun to make the advertisement succinct, accurate and vivid and to provide rich imagination and plentiful associations for readers so as to stimulate their frequent and wide use of figures of speech is an important characteristic of advertising English, which is an effective way to make the advertisement the figures, pun is loved Advanced Dictionary defines pun as “humorous use of a word that has two meanings or of different words that sound the same”.[3] A pun(also known as paronomasia)can be understood like that it is a deliberate confusion of similarsounding words of phrases for rhetorical effect, whether humorous or leaves a deep impression on readers by its readability, wit and can satisfy the requirement of advertisement characteristics—selling power, memory value, attention value, and pun is very popular in article just wants to present the pragmatic function and application of pun in of pun in advertisementA pun is a rhetorical device in which people use the polysemous, or homonymous relation of a language to cause a word, a sentence of a discourse to involve two things of has several pun on polysemy“While different words may have the same of similar meaning, the same one word may have more than one is what we call polysemy, and such a word is called polysemic speaking, polysemy can be understood as the growth and development of or change in the meaning of words.”[4] pun on polysemy is used widely, especially with the name of the product such as the following examples:[1] “From sharp sharp products.”[5]The example is an advertisement for the Sharp word “sharp” praises the consumers’ brightness, but also refers to the Sharp advertisement praises the consumers who are sharp to buy the product which is vanity of the audiences is aroused and they want to use it to show their wise, and also they believe the product is really sharp.[2] “Money doesn’t grow on the it blossoms at our Bank.”[6]It is the slogan of Lioyd Bank.“branch” means “part of a tree growing out from the trunk”, but here it implies the division of bank”.The slogan encourages people to store their money in Lioyd Bank, and their money will be like the blooming flowers, yielding better understanding its meaning, readers will figure it out in mind that their money will bee more and more daily and daily, just like the leaves in pun on Homonymy“Homonymy refers to the phenomenon that words with different meanings have the same form, , different words are identical in sound or spelling, or in two words are identical in sound, they are the words are identical in spelling, they are two words are identical in both spelling and sound, they are plete homonyms.”[7] The follow instances will explain that:[3] “ ‘VIps’ an atomical Impact pressure Sole”[8]The advertisement of sportshoes uses the homophonic word “VIps”.As we know, VIp usually stands for “ very important persons”, while, here, it stands for “Variable Impact pressure Sole”.It implies if you use VIps, you will be a word “VIps’ motivates the audiences’ vanity and induces them to buy the product.[4] “Trust 5000 ears of experience.”[9]It is an advertisement for literal meaning is that the product has experienced a lot of “ears” and “years” are a pair of it implies that the product has a long history and has high quality.[5] “GoodbuyWinter!100% cotton knitwear $40”[10]It is an advertisement for the sale of winter advertisement seems to people that it s a good and cheap to buy cotton when the audiences read “goodbuy winter” together, they will understand the good use of pun.“Goodbuy winter” sounds the same as “goodbye winter”.The advertisement use homophone to show two meanings: it is