Fungsi Pragmatik Permainan Kata pada Wacana Iklan Audiovisual “Santarou” Berbahasa Jepang

Wordplay or paronomasia is a type of verbal humor based on the ambiguity between two similar-sounding words one word with multiple meanings. known for being used in advertisement, but it still unclear what specific function has realizing communicative purpose text, especially regard to pragmatic function, that is, whether text informative, appellative, commissive, contactive. This research aims analyze how wordplay Japanese-language audiovisual advertisement titled “Santarou” and identify its functions. It qualitative using observation method data collection identity analysis. The results indicate could be indirectly discuss product offered ambiguous utterances case informative appellative advertisements, connect situation depicted commissive attract audience’s attention associate characteristic brand contact advertisement.