LINGUISTIC ANALYSIS AND THE USAGE OF PUNS IN ADVERTISING IN THE ENGLISH LANGUAGE

Abstract

Pun becomes the most popular language strategy as a rhetorical device widely used for advertisers. Use of pun  words felicitously makes the language not only advertising more funny, implicative, and bright, but also leaves  a room for the audience to imagine and enjoy. The author summarizes the definitions, features, classifications and how the punning carries out successful communicative activities in English advertising on the basis of pun Sparber and Wilson  Relevance Theory. Finally, the pragmatic functions of punning were completed. In this article, the wide application of puns (word game) in English, the agnostic attitude of many researchers to puns included in the list of "non-translated" phenomena dictates the need for a more complete study of the word game: the study of the informative structure of puns. their contextual characteristics are closely related and describe how to install the most suitable matches and possible ways of transferring this technique to other languages.