The article dwells upon cultural specific of pun in Japanese advertisement. Indirect communication strategy which includes word play is an essential part of advertising communication. Pun (word play) is considered to be amusing, humorous use of homophones, however, despite humorous effect and ambiguity of pun, pun is not necessary a joke in advertisement. The study is considered to be relevant due to a distinct role of pun in advertisement. About 28% of Japanese TV advertisement is humorous and 12% contains pun. Game, and language game in particular, are considered to be culturally influenced and play important social role. This influence is reflected in using of precedent-related phenomena, idioms, cultural-specific realia. The paper shows that phonetic puns are used more frequently due to abundance of homophones; graphic transposition is also one of frequent types, but Japanese puns in ads do not use Latin alphabet – this is linked to specific of Japanese writing system and language competence; in order to solve a pun communicative competence is required as a large number of puns are created on the basis of linguocultiral and precedent-related phenomena; among jokes in Japanese ads harmless, nonaggressive are prevail that shows specific of Japanese humor and advertising communication. However transformation of linguistic and social standards may cause communicative fail. The object of this research is pun in Japanese advertisement. The principle aims are to reveal cultural specific of pun. As illustrative material pieces of Japanese advertisement and TV commercials were selected via Internet – all of them were published in 2014-2020.
pun; Japanese advertisement; precedent-related phenomena; humor; communication, advertisement communication
1. Alpatov V.M. Yaponiya: yazyk i kul'tura. M.: Yazyki slavyanskih kul'tur, 2008. 208 s.
2. Alpatov V.M. Yaponiya: yazyk i obschestvo. Izd. 2-e, dopolnennoe. M.: Muravey, 2003. 208 s.
3. Amiri L.P. Igrovaya priroda leksikosemanticheskoy omonimii, ili Semanticheskiy kalambur v sovremennoy reklamnoy kommunikacii // Izvestiya Ural'skogo federal'nogo universiteta. Seriya 1. Problemy obrazovaniya, nauki i kul'tury, 2014. № 4. S. 13–18.
4. Amiri, L. P. Kombinirovanie raznovidnostey yazykovoy igry kak diskursivnaya osobennost' kommunikativnogo prostranstva reklamy // Vestnik slavyanskih kul'tur. 2014. № 1(31). S. 108–117.
5. Amiri L.P. Fenomen yazykovoy igry kak sredstvo namerennoy vul'garizacii reklamnogo prostranstva v sovremennoy yazykovoy situacii // Filologiya. Vestnik Nizhegorodskogo universiteta im. N.I. Lobachevskogo. 2013. № 4 (1). S. 377–382.
6. Ahmanova O.S. Slovar' lingvisticheskih terminov. M.: Izdatel'stvo «Sovetskaya enciklopediya», 1969. 608 s.
7. Baranov K.S. Yazykovaya igra v nemeckoyazychnyh reklamnyh tekstah: dis. ... kand. filol. nauk: 8.02.18. M., 2011. 213 c.
8. Berezin V. M. Razvlekatel'noe televidenie i social'nye smysly kommunikacii [Elektronnyy resurs] // Nauchnye issledovaniya i razrabotki. Sovremennaya kommunikativistika. 2015. №. 1. S. 14–18. URL: https://znanium.com/read?id=287893 (data obrascheniya: 12.07.2022)
9. Vinogradov V.S. Vvedenie v perevodovedenie (obschie i leksicheskie voprosy). M.: Izdatel'stvo instituta obschego srednego obrazovaniya RPO, 2001. 224 s.
10. Vlahov S. I., Florin S.P. Neperevodimoe v perevode / S. I. Vlahov, S. P. Florin. M.: «Mezhdunarodnye otnosheniya», 1980. 293 s.
11. Voronichev O.E. O stilisticheskih funkciyah kalambura // Yazyk i social'naya dinamika. 2012. № 12–1. S. 304–309.
12. Gurevich T.M. Yaponskiy Homo ridens // Vestnik Moskovskogo universiteta. Seriya 19. Lingvistika i mezhkul'turnaya kommunikaciya. 2017. №1. S. 62–73.
13. Goncharova L. M. Mezhkul'turnye aspekty reklamnoy kommunikacii (na primere pechatnyh tekstov) [Elektronnyy resurs] // Nauchnye issledovaniya i razrabotki. Sovremennaya kommunikativistika. 2016. №. 1. S. 18–25. URL: https://znanium.com/read?id=290333 (data obrascheniya: 12.07.2022)
14. Dement'ev V. V. Nepryamaya kommunikaciya: monografiya. M.: Gnozis, 2006. 376 s.
15. Isaeva L.V. Yazykovaya igra v reklame: socio-kul'turnyy aspekt // Russian Journal of Education and Psychology. 2010. № 4.1. S. 606–612.
16. Kuz'mina E.K. Osobennosti «igry slov» i kalamburov v reklame na materiale angliyskogo i francuzskogo yazykov // Filologicheskie nauki. Voprosy teorii i praktiki. 2022. №2. S. 598–602.
17. Kikova T.M. Teoreticheskie osnovy postmodernistskoy reklamy // Vestnik Adygeyskogo gosudarstvennogo universiteta. Seriya 2: Filologiya i iskusstvovedenie. 2014. №3 (145). S. 148–151
18. Lazovskaya N.V. Yazykovaya igra v reklamnom diskurse (na materiale russko- i angloyazychnoy reklamy): avtoref. dis…. kand. fil. nauk. Saratov, 2007. 23 s.
19. Larionov I.A. Reklama kak fenomen kul'tury v globaliziruyuschemsya mire: filosofskiy analiz: dis. … k. filos. nauk: 24.00.01. Astrahan', 2014. 179 s.
20. Mayorov, A. P. Kalambur kak priem diskreditacii konkurenta v reklamnom tekste: yurislingvisticheskiy aspekt // Problemy i perspektivy razvitiya otechestvennyh i zarubezhnyh gumanitarnyh nauk : Materialy mezhdunarodnogo kruglogo stola, posvyaschennogo pamyati i 70-letiyu doktora filologicheskih nauk, professora Lyudmily Vladimirovny Shulunovoy, Ulan-Ude, 16 fevralya 2021 goda. Ulan-Ude: Buryatskiy gosudarstvennyy universitet imeni Dorzhi Banzarova, 2021. S. 21–28.
21. Makienko I.I. Yumor v reklame [Elektronnyy resurs] // Marketing v Rossii i za rubezhem. 2002. № 5. URL: https://www.cfin.ru/press/marketing/2001-5/07.shtml (data obrascheniya: 11.07.2022)
22. Miroshnichenko G.A. Novye tendencii v sozdanii televizionnogo reklamnogo kontenta // Vestnik RUDN. Seriya: Literaturovedenie, zhurnalistika. 2015. №3. S. 122–128
23. Ponomareva G. V. Kalambur kak forma realizacii yazykovoy igry v angloyazychnoy persuazivnoy kommunikacii v aspekte perevoda: avtoref. diss. ... k. filol. n. Krasnodar, 2019. 24 s.
24. Sannikov. V.Z. Kalambur kak semanticheskiy fenomen// Voprosy yazykoznaniya. № 3. 1995. C. 56–69.
25. Ter-Minasova S.G. Chto takoe «kul'tura rechi» – avtoritetnye mneniya [Elektronnyy resurs] // Mir russkogo slova. 2002. № 4. URL: http://mirs.ropryal.ru/mir-russkogo-slova-2002-№-4/ (data obrascheniya: 12.07.2022)
26. Terskih M.V. Apellyaciya k yumoru vs apellyaciya k strahu v diskurse social'noy reklamy // Lingvokul'turologiya. 2015. № 9. S. 230–255.
27. Tihanova K. D. Yazykovye sredstva sozdaniya komicheskogo effekta v amerikanskoy i rossiyskoy reklame // Lingvokul'turologiya. 2013. № 7. S. 176–200.
28. Fedyanina, V. A. Istoriya yaponskogo yazyka: fonetika i grammatika : Uchebnoe posobie / V. A. Fedyanina. M.: Obschestvo s ogranichennoy otvetstvennost'yu Izdatel'stvo "Klyuch-S", 2019. 82 s.
29. Fedyanina, V. A. Uchenie Tenday v poezii Dziena (na materiale cikla "Kasuga hyakusyu so:") / V. A. Fedyanina // Voprosy filosofii. № 2. 2021. S. 165–174.
30. Freyd. Z. Ostroumie i ego otnoshenie k bessoznatel'nomu. Izd. AST, 2009. 320 s.
31. Eko U. Otsutstvuyuschaya struktura. Vvedenie v semiologiyu. SPb.: Symposium, 2006. 546 s.
32. Yaponsko-russkiy slovar' / Pod red. T. Fudzinuma. Tokio: Izdatel'stvo «Kenkyusya», 2000. 1183 s.
33. Dybala P., Rzepka R., Araki K., Sayama K. Japanese Puns Are Not Necessarily Jokes. AAAI Fall Symposium on Artificial Intelligence of Humor, Virginia, USA, 2012. pp. 7–13
34. Hanna N., Gordon G. L., Ridnour R. E. The Use of Humor in Japanese Advertising. Journal of international Consumer Marketing, 1994, № 7, pp. 85–106.
35. Nagashima H. Sha-re: A widely accepted form of Japanese wordplay // J. Milner Davis, ed. Understanding Humor in Japan. Detroit: Wayne State University Press, 2007, pp. 75–83
36. Weinberger M. G., Spotts H. Humor in U.S versus UK , TV Commcrcials: A Comparison. Joumal of Advertising, l989, № 18, pp. 39–44.
37. 李 津娥 (I Jina) ユーモア広告のタイプと広告態度 (Tipy yumoristicheskoy reklamy i vospriyatie reklamy)、広告科学第４２集 [Reklama. Sbornik 42]、2001. pp. 59–69 (in Japanese)
38. 横川壽彦 (Yokogawa Toshihiko) 調音類似に基づく日本語駄洒落変換の試み (Popytka sozdaniya yaponskogo kalambura, postroennogo na sozvuchii) /日本ファジィ学会関東支部ワークショップ論文集 (Materialy seminara Obschestva teorii nechetkih mnozhestv (SOFT) v Kanto), 2000, № 14, pp. 30–35 (in Japanese)
