Abstract

Competent writers usually avoid ambiguity, but there are some types of writing tasks such as advertising in which a writer might actually want to create ambiguous wordplays. Among the most interesting of the wordplays are those which involve structural ambiguities. In the natural course of brainstorming, advertisers will occasionally generate structural ambiguities, but a more conscious understanding of the structure of a language could make the generation of such ambiguities easier. The English language contains some characteristics and patterns which contribute significantly toward creating structural ambiguities. And if ad writers know where to focus their attention, structurally ambiguous wordplays can be generated more from design than happenstance. This article examines some of the structural features of the language which could prove useful to advertisers who wish to create deliberate structural ambiguities.