Pragmatic Aspect of Wordplay in Advertising. Utilizing linguistic techniques in business and marketing

      Аннотация: This book is devoted to the concept and the phenomenon of the wordplay in advertising, its main functions, types and use of advertising as a way to attract consumers. This represents the views of various scholars on the phenomenon of the wordplay in various fields in general and in advertising in particular. As well as acquaint the reader with basic aspects of wordplay, especially in the field of advertisement. This work contains a theoretical part that examines specific features of English and Russian with the focus on its linguistic properties of wordplay building, puns and irony. The paper also contains theoretical aspects of humor and basic division of wordplay from the linguistic and advertising point of view. In the practical part of the book 286 slogans are analyzed, which are formed with the help of wordplay, which are widely represented in the media from 2015 to 2018. The pragmatic and linguistic analysis singled out a number of slogans that helped to prove the hypothesis of the book.

Ключевые слова: wordplay, puns, humor, Advertisement, slogan, marketing, English, Russian, linguistics, pragmatics