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n be found, which shows a long history of the audiphones and suggests that they are good quality. 3.2. Semantic puns Semantic puns utilize multivocal words or sentences to form puns in special conditions. It is commonly used in advertisements too. In advertisements, homophonic puns and semantic puns are different in approach but equally satisfactory in result. ⑴ Ask for More. (Cigarette advertisement)（Sun Xiaoli,1995） This is a “More” brand cigarette advertisement. The “More” is a kind of cigarette brand. It links up “More” and meaning of “more " organically. This advertisement, utilizes the different justice word of the unisonance ingeniously, link double meaning closely, and has added the emotion in this advertisement. ⑵ The label of achievements. Black Label commands more respects. (Advertisement of whisky)（Sun Xiaoli,1995） The brand of whisky is Black Label. So, in the advertisement above, the word “label” has two meanings, one is an object which describes things’ nature, name, destination, etc, the other is brand of the wine. Pun used in the advertisement makes people associate getting achievement with drinking the wine, which can excite people’s interest. 3.3. Syntax puns Syntax puns refer to puns produced by grammar problems. Such as abbreviatory structure, some words or phrase with two or more than two phraseological functions and so on. ⑴ Coke refreshes you like no other can. (Advertisement of Coca Cola) Here, the word “can” can be comprehended two meanings: its noun means tin, and its verb means to be able to. The full sentence is that Coke refreshes you like no other (can: tin, drink) can (refresh you). The advertisement is humorous and tactful. 3.4. Idiom or vulgarism puns Advertising language is good at cite some familiar idioms or vulgarisms. By the basic of intrinsic social and culture knowledge, the advertisements forms puns as the bright and special language, not only increasing attractiveness of advertisements but also incarnating artistry of advertising language, and what’s more is giving people much place to ponder. For example: ⑴ You’ll go nuts for the nuts you get in Nux. (Advertisement of nut) From the meaning of advertising words, “to go nuts” means to buy nut, but it is an idiom too, which means go crazy or go mad. The applying puns show that attractiveness from nut can’t be resisted for people. ⑵ A Mars a day keeps you work, rest and play. (Chocolate) This piece of advertisement can make people associating two very familiar idioms: ①An apple a day keeps the doctors away. ②All work and no play makes Jack a dull boy. This advertisement not only simulates the structure of the two idioms above at the lingual form, but cites their contents. After reading the advertisement, people will gain a new judgment: Chocolates of Mars brand can bring health in people’s life, make people full of energy when working, and relax freely when resting. 4. Personification Personification is a figure that endows objects, animals, ideas, or abstractions with human form, character, or sensibility (Tang Ying, Qu Jing, 2004). By personification, a product is personified as an image with emotions and thought．In the other words, the use of personification in advertisement can make ordinary goods become rich of emotion, give the target audience cordial sense. Customers will think they are not reading the advert，but talking with their old friends. For example: ⑴ Unlike me，my Rolex never needs a rest (ROLEX)