What is a paronomasis?
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"What do these two verses of Verlaine have in common:"
He cries in my heart / As it rains on the city
", these proverbs:"
Whoever steals an egg steals an ox
","
Who looks alike assembles
", this title of Alain Resnais' film "
Love to Death
" or this sentence by Nathalie Sarraute: "
No recourse.
No help from anyone
”?
To read also “Fest-noz”, “Grand fénétra” ... Where do these names of regional festivals come from?
These statements use words that have similar pronunciation and spelling, but have different meanings.
This form of construction is a figure of speech called paronomasus, from the Greek para (next to) and onoma (name).
Advertising figure
By juxtaposing words with similar sounds, paronomasis can bring together the meaning of these words.
This is undoubtedly why advertising has been using it for a long time: “
Entremont is otherwise good
”, “
Legal, taste
” and the unforgettable “
Ticket chic, ticket choc
” or “
A small click is better. that a big slap
”.
And also in the 1990s, a shock campaign by Peugeot to sell
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