Features of "Wordplay" and Puns in Advertising by the Material of the English and French Languages
Kuzmina Elena Konstantinovna
Kazan Innovative University
Submitted: 28.10.2021
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.
Key words and phrases: реклама, английский язык, французский язык, игра слов, каламбур, advertising, English language, French language, wordplay, pun
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Arnol'd I. V. Leksikologiya sovremennogo angliiskogo yazyka: ucheb. posobie. Izd-e 2-e, pererab. M.: FLINTA; Nauka, 2012.
Vinogradov V. S. Perevod. Obshchie i leksicheskie voprosy: ucheb. posobie. M.: Universitet, 2004.
Vlakhov S. I., Florin S. P. Neperevodimoe v perevode. Izd-e 4-e. M.: R.Valent, 2009.
Moskvin V. P. Kalambur: priemy sozdaniya i yazykovaya osnova // Filologicheskie besedy: russkaya rech'. 2011. Vyp. 3.
Retsker Ya. I. Teoriya perevoda i perevodcheskaya praktika. M.: R.Valent, 2007.
Baron K. Lexical Relations: Homonymy. Jena: Friedrich-Schiller-Universit?t, 2005.
Elpers J. L. C., Mukherjee A., Hoyer W. D. Humor in Television Advertising: A Moment-to-Moment Analysis // Journal of Consumer Research. 2004. Vol. 31. Iss. 1.
Fauconnier G., Turner M. The Way We Think: Conceptual Blending and the Mind’s Hidden Complexities. N. Y.: Basic Books, 2002.
Laviosa S. Wordplay in Advertising: Form, Meaning and Function // Journal of the Slovene Association of LSP Teachers. Scripta Manent. 2005. Vol. 1. Iss. 1.
Leonard B., Warren C., McGraw A. P. Make a Funny: Humor Production and the Benign Violation Theory // Advances in Consumer Research. 2011. Vol. 38.
Str?ssler J. Idioms in English: A Pragmatic Analysis. T?bingen: Narr, 1982.
Русский
