This book is devoted to the concept and the phenomenon of the wordplay in advertising, its main functions, types and use of advertising as a way to attract consumers. This represents the views of various scholars on the phenomenon of the wordplay in various fields in general and in advertising in particular. As well as acquaint the reader with basic aspects of wordplay, especially in the field of advertisement. This work contains a theoretical part that examines specific features of English and Russian with the focus on its linguistic properties of wordplay building, puns and irony. The paper...