|A Cognitive Analysis of Puns in Spanish Advertising=西班牙廣告雙關語之認知分析
|Since long time ago, the slogan has been integrated into the communication advertising and has become an important element of a large number of advertisements (ads). The slogan can be a word or phrase with which the advertising message is transmitted. The play of words is a very popular rhetorical figure in the ads. Researchers have made several predictions about the question of whether the slogans with puns will be more valued than those with a single interpretation. In the present work we intend to contribute to the study of slogans from the cognitive perspective. We conducted an experiment to test these hypotheses. We analyzed the slogans with puns according to the Relevance Theory. We also raised some proposals to apply this type of material in ELE class.