International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Impact of Puns on Tunisian Students of English: Faculty of Arts and Humanities of Sfax as a Case Study
Wafa Chakroun, MounirTriki

Using figures of speech in advertisement has increased in the last decades. Pun, also known as wordplay, is one of the most used figures of speech in advertisement. This research aims at investigating the impact of puns used in print advertisements on Tunisian consumers. The results show that the presence of pun in a slogan has a significant impact on the respondents. In addition, slogans containing one relevant meaning pun and which are presented to the respondent within their context (visual) are more appreciated than slogans which are presented without their visual. Moreover, this current research shows that slogan with one meaning- pun is more appreciated than slogans with two meaning- pun. Last but not least, the presence of a visual does not have a direct impact on making the pun more humorous.

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