The purpose is that though it is important to keep the thematic progression of the source text in the target text, certain important habit and needs of the target language cannot be neglected because of the differences between languages.

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.