Abstract
Humor in house advertising and hyperadvertising published by French advertising agencies includes more linguistic phenomena than business to business advertising, but only a few works in the literature have looked at the business to consumer context. This paper concentrates on wordplay and analyzes which specific linguistic elements are used in humorous agency advertising, how they strengthen brand value in comparison to nonhumorous advertising, and how more effective advertising can be designed. Major results are that the allusion between words and images is the most common kind of wordplay and that humor is employed in a test-in-process manner which leads to more choices of linguistic phenomena.
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