Interpretace kalambúru v reklamním diskursu
Interpretation of Pun in Advertising Discourse

Summary/Abstract: The paper deals with the key processes behind the interpretation of punning wordplay in Czech advertising discourse and compares the instances of advertising pun recorded by Čmejrková (2000) to more recent ones to discover that the former puns employed predominantly the process of reworking, or relied heavily on relexicalisation based on one homonymous word or an idiom. The recent popularity of pun has been considerably influenced by the shift towards exploitation of several psycholinguistic features and their mutual combinations in order to obtain a single pun. Relexicalisation, as a prevalent process in more recent puns, is aided largely by lexical cascading, a novel phenomenon able to enter paradigmatic and syntagmatic relationships within the advertising slogan. It can be used jointly also with the process of reworking to enhance the desired effect.

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