This paper attempts to explore into lexical deviation and its rhetorical effect from the following aspects:affixation,compounding,partial tone,conversion,nonce meaning,and loanwords.

From the four aspects of nonce formation,nonce meaning,transformation of part of speech,unusual collocation,this thesis attempts to explore into lexical deviation and its stylistic effects with illustrations from the texts of Advanced English.

With adequate examples, this paper analyzes three forms of the lexical deviation used in advertising discourse, that is, parody, anagrammatical spelling and coinage.

Semantic variation is a common feature of language.

The structure was classified in detail using the set theory, and we acquired a series of reasons that producing Combinatorial ambiguity and segment variation.