2020
DOI: 10.25136/2409-8698.2020.6.32175
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Чжан Тао

Abstract: This article reviews and analyzes pun in the Chinese advertisement texts. Pun is a literary technique that in the same contexts uses different meanings of similarly sounding single word, different words or phrases. In the Chinese advertisements pun is used as an instrument of linguistic manipulation for imparting a humorous effect or instigating targeted audience to utilize their imagination for decoding a message. Usage of pun in advertising attaches a meaning to an expression, which seems hard to u…

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