Introduction
Nowadays the significance of the advertisements is evident. Modern advertisement as a sociocultural phenomenon reflects people’s life-style and the position of culture in the society and, therefore, demonstrates the current state of our language. William Bernbach, the most important and influential figure in the history of modern advertising, nearly a century ago said: “In advertising not to be different is virtually suicidal”. Time has passed, but these words are still important for modern advertisers who have to monitor and catch new tendencies in the society and use the most original and effective language means. Sometimes we can find ways of advertising that are more advanced than modern language norms and, thereby, in the process of searching the most efficient way to persuade the customer advertisers invent new figures and models of speech that become more and more popular with people and develop the language.
Modern advertisements attract attention of scholars from different fields of science, especially linguists from all over the world. Their main sphere of action is studying the promotional text and, therefore, the language of advertisements.
Every day ordinary customers are faced with huge amount of products. In order to perform its main function - to present the products to the consumers and persuade them to buy, advertisements widely use puns. You can only pick up the nearest magazine and look at it to see how common puns are in advertising.
Puns prove themselves to be an economical way of producing a positive effect towards the promoted product not requiring additional effort from the recipient. Being brief but having a rich meaning, puns became very popular with advertisers who use them to impress the readers and successfully sell any kind of things. Advertisers and copywriters use the language that makes an attempt to provoke an