众所周知，双关语本质上是模棱两可的。因此，Grice认为该广告违反了“礼貌准则”中避免歧义的原则。这样的违规行为，可能是为了让潜在的消费者更加关注它，花费更多的时间在它上面，因为我们知道歧义会增加句子的处理时间;通过其他方式的解读，读者也有望从这则广告中获得另一个有趣的信息。所有这些最终都能提高广告的可记忆性。It is known the punning is by nature ambiguous. Therefore, according to Grice, the advertisement has violated the principle of avoiding ambiguity under Manner Maxim. By such a violation, the advertiser has possibly intended to make the potential consumers pay more attention to it, and spend more time on it, since it is known that ambiguity will increase the time for processing the sentence; and by interpreting it in additional ways, the readers are also expected to get another interesting message from this ad. All of these could eventually come to a higher memorability of the advertisement.