In intercultural verbal communication,due to the effects of the rules of speaking on the communication,the Chinese-English pragmalinguistic divergence arises.

Pragmatic Effects of Language Convergence Phenomena;

It points out that zeugma sometimes produces special pragmatic effect by way of language deviance.

Deviated collocation in language deviance creates foregrounding deliberately,brings about attention value and makes associations.

This paper, through an analysis of the application of language deviance, especially lexical deviation, points out that the application of language deviance can make the language of the advertisements more vivid and can fully fulfill the pragmatic effects such as causing attention, arousing interest.