THE PUN TECHNIQUE IN ADVERTISING DISCOURSE: A LINGUOCULTURAL ANALYSIS
DOI:
https://doi.org/10.5281/Keywords:
pun, wordplay, advertising discourse, linguoculturology, contrastive linguistics, German, Uzbek.Abstract
This article investigates the pun technique in advertising discourse through a linguocultural lens, with a contrastive focus on German and Uzbek advertising materials. The study aims to identify the structural, functional, and culturally embedded properties of puns as they operate across two typologically distinct languages. It argues that puns in advertising texts serve not merely as attention-capturing devices but as sophisticated mechanisms for the transmission of linguocultural information. The methodology integrates discourse analysis, contextual semantics, and linguocultural analysis. Results demonstrate that the interaction between punning strategies and cultural codes produces a distinctive layer of culturally indexed meaning in advertising. The article forms part of a broader DSc research project on the linguocultural interpretation of puns in advertising discourse.
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