VOL. 49, BOOK 1, PART C, 2011, pp. 674 – 688 Full text (Ru)
Author: Boryana Tencheva
Affiliation: Paisii Hilendarski University of Plovdiv
Abstract
This article describes the main theoretical problems of definition and pragmatic aspects of wordplay as a linguistic and cognitive-communicative phenomenon in the advertising discourse. We shall hereby discuss only the question of the functional features of the wordplay at the phonetic and phonological levels of language: peculiar pronunciation of phonemes, change of accent, repetition of particular consonants or vowels, the use of homophones, especially intonation, etc. In general, we can say that wordplay could rarely be seen in one text only at the phonetic and phonological levels. Usually, it is associated with the linguistic resources from all levels of language.
Key words: wordplay, advertising, cultural connotation, cognitive-communicative, phonetics, phonology
