ALLUSIVE WORDPLAYS IN BRAZILIAN PUBLICITY CAMPAIGNS: AND THE OSCAR GOES TO …
DOI:
https://doi.org/10.9771/ell.v0i75.50866Keywords:
Wordplay. Allusion. Advertisement. Paronymy. Portmanteau word.Abstract
In this manuscript, I analyze wordplays present in ads of three publicity campaigns of horticultural products. Such wordplays appear in movie titles with changes that allude to real movies and thrust fruits and vegetables into the limelight. For that, I discuss the main features of wordplays and the mechanisms for their creation; I touch on issues related to allusion; conventionality, and its breach; humor, and creativity. My goal was to detect the most used mechanisms to generate allusive wordplays present in such advertisements. The results revealed that substitution, by means of paronymy and portmanteau words, was the most recurring mechanism. I point out that the resulting wordplays represent creative and amusing combinations that, certainly, fulfill an expressive and specific purpose, that is, to call the attention of prospect consumers of the highlighted products.
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