The issue of word play in advertising context
Keywords:
advertising, text, word play, sound, costumer, attention, phonetic, morphological, graphic, product.Abstract
This article is devoted to the lexical features and role of the word play and
the problems of ways in reproducing. The main difficulties associated with the
transformation of a word play. Moreover, the need to create original, memorable texts that
can attract the attention of a potential costumer, the reasons for the interest of advertisers
are investigated.
The issue of word play is a multifaceted phenomenon that, performing a number of
functions, occupies a special place in the texts of advertising. Wordplay is closely related to
the content of the advertising and is used to attract the attention of a potential customer.
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