Advertising is ubiquitous,in order to attract the consumers' attention,advertising is bound to break the routine and achieve defamiliarization so that it will be novel and unique.From the linguistic point of view,the best way to achieve defamiliarization in advertising is to adopt language variation,which is that the extraordinary use of conventional language is consciously done in advertising by advertisers,and there are mainly two aspects-form variation and meaning variation,the former embodies phonological variation,lexical variation,variation in word form etc.,the latter includes semantic and collocation variation,grammar variation etc..Because of Defamiliarization,English and Chinese advertising language can activate the peculiar sense of the consumers as possible,and ultimately accomplish the possibility of consumption.