LANGUAGE GAMES ON THE FUNCTIONAL LAYER (FROM RUSSIAN, GERMAN AND BULGARIAN DATA)

Abstract

This article describes the main theoretical problems of definition and pragmatic aspects of wordplay as a linguistic and cognitive-communicative phenomenon in the advertising discourse. We shall hereby discuss only the question of the functional features of the wordplay at the phonetic and phonological levels of language: peculiar pronunciation of phonemes, change of accent, repetition of particular consonants or vowels, the use of homophones, especially intonation, etc. In general, we can say that wordplay could rarely be seen in one text only at the phonetic and phonological levels. Usually, it is associated with the linguistic resources from all levels of language.