Features of “Wordplay” and Puns in Advertising by the Material of the English and French Languages

Kuzmina, Elena K.

doi:10.30853/phil20220048

Philology. Theory & Practice

2022

DOI: 10.30853/phil20220048

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Features of “Wordplay” and Puns in Advertising by the Material of the English and French Languages

Elena K. Kuzmina¹

Abstract: Материалы журнала доступны на сайте (articles and issues available at): philology-journal.ru RUОсобенности «игры слов» и каламбуров в рекламе на материале английского и французского языков Кузьмина Е. К.Аннотация. В данной статье мы обратились к примерам использования «игры слов» и каламбуров в английской и французской рекламе. Изучение каламбура в разных видах рекламы представляется важным, так он еще недостаточно исследован именно в рекламных текстах. Цель исследования состоит в выявлении особенностей исполь… Show more

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Pun in Japanese Advertisement: Language, Cultural and Communicative Specifics

Mozgunova¹

2022

Scientific Research and Development. Modern Communication Studies

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The article dwells upon cultural specific of pun in Japanese advertisement. Indirect communication strategy which includes word play is an essential part of advertising communication. Pun (word play) is considered to be amusing, humorous use of homophones, however, despite humorous effect and ambiguity of pun, pun is not necessary a joke in advertisement. The study is considered to be relevant due to a distinct role of pun in advertisement. About 28% of Japanese TV advertisement is humorous and 12% contains pun. Game, and language game in particular, are considered to be culturally influenced and play important social role. This influence is reflected in using of precedent-related phenomena, idioms, cultural-specific realia. The paper shows that phonetic puns are used more frequently due to abundance of homophones; graphic transposition is also one of frequent types, but Japanese puns in ads do not use Latin alphabet – this is linked to specific of Japanese writing system and language competence; in order to solve a pun communicative competence is required as a large number of puns are created on the basis of linguocultiral and precedent-related phenomena; among jokes in Japanese ads harmless, nonaggressive are prevail that shows specific of Japanese humor and advertising communication. However transformation of linguistic and social standards may cause communicative fail. The object of this research is pun in Japanese advertisement. The principle aims are to reveal cultural specific of pun. As illustrative material pieces of Japanese advertisement and TV commercials were selected via Internet – all of them were published in 2014-2020.

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Pun in Japanese Advertisement: Language, Cultural and Communicative Specifics

Mozgunova¹

2022

Scientific Research and Development. Modern Communication Studies

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Structural-Semantic Features of Advertising Slogans in French

Baklashkina,

Gerasimova,

Kurilova

2023

Bulletin of Baikal State University

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The study examined structural and semantic features of advertising slogans in French. The relevance of the conducted research is determined by the unflagging interest of representatives of various fields in advertising in general and in the advertising slogan in particular. The authors identified the main methods and techniques used to create an advertising slogan in French, and also revealed how their use affects the semantics of the statement, and, consequently, the perception of all advertising and the formation of a positive image of the company producing goods and services. The research found that the effectiveness of the advertising campaign slogan largely depends on the visual range and auditory series. Also, it is indicated that in the press, in which there is no possibility of placing any graphic image, there is a big focus on a play of words, built on polysemy, homonymy, allusive contexts and other stylistic resources.

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Features of “Wordplay” and Puns in Advertising by the Material of the English and French Languages

Cited by 2 publications

References 1 publication

Pun in Japanese Advertisement: Language, Cultural and Communicative Specifics

Pun in Japanese Advertisement: Language, Cultural and Communicative Specifics

Structural-Semantic Features of Advertising Slogans in French

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