The wordplays in the advertising slogans of Spanish and Latin American airlines: a classification proposal

Abstract

The main objective of this paper is to examine the characteristics of the wordplay used in airliners advertising slogans in Spanish speaking countries. The research also provides a formal classification of the whole set of devices that can be called wordplay and a new typology of puns based on the subject of punning.

Keywords: advertising, advertising slogans, puns, wordplay, airliners