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@article{37561, author = {Sládková, Věra}, article_location = {Salamanca, Spain}, article_number = {No. 1}, keywords = {Relexicalisation; reworking; lexical cascading; collocation; homonymy}, language = {eng}, issn = {2254-4496}, journal = {Caracteres}, title = {PUNNING WORDPLAY IN CZECH ADVERTISING DISCOURSE}, volume = {Vol. 6}, year = {2017} }
TY - JOUR ID - 37561 AU - Sládková, Věra PY - 2017 TI - PUNNING WORDPLAY IN CZECH ADVERTISING DISCOURSE JF - Caracteres VL - Vol. 6 IS - No. 1 SP - 1-18 EP - 1-18 PB - Editorial Delirio SN - 22544496 KW - Relexicalisation KW - reworking KW - lexical cascading KW - collocation KW - homonymy N2 - This account of punning wordplay in Czech advertising discourse draws on the recent popularity of pun and the research, for which the theory of lexical priming provides lexico-grammatical framework. The corpus-based evidence of combinatorial behaviour of linguistic features, and the processes behind reinterpretations and sense selections aid an analysis of the reasons why many pun attempts failed to achieve the desired effect, and at the same time explain which features are successful in generating amusement in Czech puns. The processes of relexicalisation and reworking were observed in a considerable number of instances in older and more recent advertising puns, the sources of ambiguity identified, and puns were compared, contrasted and classified. At the same time a shift from reliance on one ambiguous feature to employing multiple psycholinguistic phenomena and their combinations has been identified. ER -
SLÁDKOVÁ, Věra. PUNNING WORDPLAY IN CZECH ADVERTISING DISCOURSE. \textit{Caracteres}. Salamanca, Spain: Editorial Delirio, Vol. 6, No. 1, p.~1-18. ISSN~2254-4496. 2017.
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