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

Abstract

The paper addresses examples of using “wordplay” and puns in English and French advertising. Studying the pun in different types of advertising is important, since it has not yet been sufficiently studied specifically in advertising texts. The purpose of the research is to identify the features of using puns in French and English advertising. The research is novel in that it considers the features of using homonymy, polysemy, idioms in modern examples of French and English advertising that have not been previously subjected to such an analysis. As a result, common features in the use of homonymy, polysemy, idioms in modern examples of French and English advertising have been identified.

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About this article

Publication history

• Received: October 28, 2021.
• Published: February 28, 2022.

Keywords

• реклама
• английский язык
• французский язык
• игра слов
• каламбур
• advertising
• English language
• French language
• wordplay
• pun

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© 2022 The Author(s)
© 2022 Gramota Publishing, LLC

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Creative Commons Attribution 4.0 International (CC BY 4.0)