Late Wittgenstein thinks that the reformation of language by us enforces the same importance of the experience and the grammar in our use of words, and as can evade the misunderstanding of realistic use of language.

Distance measures between exact linguistic variables and between uncertain linguistic variables are introduced respectively.

On the basis of many researchers studies,this paper presents the model of the multiple objective linear fractional programming and develops a better method of linguistic variable based on the fuzzy set theory when finding this kind of solutions.

The “linguistic variable” is considered as one of the most effective means for dealing with these fuzzy problems.

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.