Pun: The cousin's poor of advertising creating

Abstract

This article aims to rescue the pun as a rhetorical tool for creative advertising where it is widely used, often as a humorous resource, but not always well received by the creative and intellectual players. An analysis of the presence of humor in advertising as well as the extensive use of textual ans visual puns justify a more detailed approach of the phenomenon. The literature indicates thar the existing criteria do not serves the purpose of verifying the pontential of persuaviness of a pun. To this end we propose a different criteria, based in originalty and effectiveness. The evectiveness can be verified by the evaluation of as the various senses of the word contribute to de construction of a significant. The originality is based on the distancing of the cliché, since the obvious pun would remove the semantic richness of the phenomenom.