Abstract:

Pun, a common rhetorical device, is widely used in advertising. This paper categorizes pun slogans into semantic puns and homophonic puns and selects two key brand personalities, sophistication, and sincerity, to discuss their matching relationship and effects. Two pilot studies reveal that semantic puns are more difficult to understand compared to homophonic puns; sophisticated (vs. sincere) brands give a more complex (vs. simple) perception. Thus, it is hypothesized that semantic puns match better with sophisticated brands, while homophonic puns match better with sincere brands. This matching relationship can enhance consumers' purchase intention, product attitude, and actual clicks. Six experiments (four laboratory experiments and two field experiments) were conducted to provide evidence for the hypotheses. The conclusions provide practical insights for brands and advertisers.

Key words: pun, semantic pun, homophonic pun, brand personality, purchase intention