Why Do Advertisers Use Puns? A Linguistic Perspective

  title={Why Do Advertisers Use Puns? A Linguistic Perspective},
  author={E. Djafarova},
  journal={Journal of Advertising Research},
  pages={267 - 275}
  • E. Djafarova
  • Published 2008
  • Sociology
  • Journal of Advertising Research
ABSTRACT This article explores the role and interpretation processes of puns in print advertising. The function of punning (wordplay) in advertising varies from double meanings to humorous effects. Textual analysis based on a pragmatic approach (branch of linguistics) demonstrates how advertisements with the use of punning can be interpreted within the context. A combination of qualitative content analysis and pragmatics reveals that the ambiguous meanings of puns can be interpreted by the… Expand
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