Hidden Meanings: A Linguistic and Semiotic Analysis of Wordplay in Advertising Posters
DOI:
https://doi.org/10.65150/EP-jsshrs/V2E6/2026-04Keywords:
semiotics, Wordplay, Advertising Discourse, Visual Communication, Linguistic AmbiguityAbstract
This study investigates the linguistic and semiotic dimensions of wordplay in contemporary advertising posters, emphasizing the interaction between verbal expressions and visual signs in the construction of persuasive meanings. Drawing on semiotic perspectives developed by Koorosh Safavi and linguistic theories of ambiguity, metaphor, and pragmatics, the research examines how advertisers employ puns, double meanings, and symbolic imagery to attract audience attention and enhance message retention. Using a qualitative content analysis approach, the study analyzes a selected corpus of advertising posters collected from digital and print media platforms. The analysis focuses on linguistic creativity, visual symbolism, and the relationship between textual and non-textual elements in shaping consumer interpretation. The findings reveal that wordplay functions as a powerful multimodal strategy that increases emotional engagement, strengthens brand identity, and produces layered meanings. The study contributes to research in semiotics, discourse analysis, and advertising linguistics by demonstrating the persuasive role of hidden meanings in visual communication.
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Copyright (c) 2026 Sarvenaz Safavi (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
