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| Author: | Djafarova, E. |
| Title: | Why do advertisers use puns? A linguistic perspective |
| Journal: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 267-275 |
| Index terms: | advertising languages communication |
| Freeterms: | pun wordplay interpretation |
| Language: | eng |
| Abstract: | This paper examines the role and interpretation processes of wordplay in print advertising. This study attempts to show how texts can reveal some interesting and important issues within advertising communication. The punning in advertising has two functions: double meanings and humorous effects. How punning works in advertising is explored through qualitative research and pragmatics. The researchers interpretation of what she finds out is important. Her background and inferential knowledge influences on the result. To conclude the use of puns fulfils the purpose of advertising. The puns are used as devices for capturing attention with a humorous effect and double meaning is expected to be utilized in advertising language. Also the use of punning in advertising offers an example of how language used in advertisements can be more than just another use of language serving the advertisers commercial purposes while satisfying the audiences need to enjoy their language. |
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