The aim of this thesis is to examine the use of wordplay in Japanese television commercials (CMs) through a comparative analysis of selected advertisements. This study aims to highlight the cultural specifics of wordplay within the Japanese advertising industry through compiling and categorizing recurring linguistic patterns and stylistic devices.

Focusing on five prominent product campaigns - Mushuuda (moth repellent), Bourudo (laundry detergent), Nisshin Chiken Ramen (instant noodles), Kinraisaa (water heaters) and Asahi Draft Beer (draft-style beer) - the analysis explores how distinct types of puns, character-based humor, and culturally based wordplay contribute to the memorability of commercials, but also play a role in their emotional and narrative impact.