广告语言是广告灵魂的构建者。然而广告是一种特殊的交际形式,它要有特殊的感染力,在瞬间吸引读者的注意并刺激他们的购买欲望。因此,作为一种有效的表达方式,修辞手段在广告语言中得到了广泛的运用。对广告语言中修辞手段的研究由来已久,但是关于诗意效果的研究却不多,本文正是根据关联理论详细分析了双关的诗意效果。 Advertising language is the builder of the soul of advertising. However, advertising is a special form of communication, it has a special appeal, in an instant to attract the reader's attention and stimulate their desire to buy. Therefore, as an effective means of expression, rhetorical devices have been widely used in advertising language. The research on rhetorical devices in advertising language has been on for a long time, but there are not many studies on the poetic effects. This paper analyzes the poetic effect of punks according to the related theory.