A Study of Expressions of Linguistic Pun in Chinese Slogans

Recently, the expression method of Chinese slogan has been transformed into a public-friendly tone by utilizing various 'pun' unlike before. In this paper, the pun expression discovered by examining the actual slogans are as follows: 1) pun using homonym 2) pun using polysemy 3) pun using parody 4) pun using objects familiar to the public: well-known person, game names, etc. 5) pun through use of personal pronouns and personification 6) pun through ironic expressions 7) pun through listing similar vocabulary 8) pun based on nonsense. This change in the slogan's language shows that it is no longer possible to capture the public's attention and urge action with an antipathetic tone and one-sided delivery method. This also means that it is now necessary to be conscious of the public's gaze and change to the method preferred by the public. An effective way to get people's attention and remember them for a long time is to approach it in a fun and interesting way. The fact that the element of fun (or humor) attracts attention and has a positive effect on memory has been proven in various fields. Among the elements of fun, 'pun' is one that creates new meaning. Pun is not simply an element that makes people laugh, but it is a useful way of expression that gives familiarity to the public and increases attention and persuasiveness. Chinese slogan communicate with the public through pun.