There is made the attempt to determine the role of linguistic devices and the means of language pun in the German language printed advertising communication. Based on the conceptions of the leading Russian and German specialists in the sphere of advertising communication there are analyzed the variants of different communicative strategies and tactics in the German magazine advertisement, taking into consideration the differences in advertising functioning conditions in Russian and in Germany. On the basis of German advertising texts there are revealed the main functional peculiarities of language pun from the positions of communicative linguistics