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    #1

    Replace? Substitute?

    Sometimes for promotioin purpose we change part of a fixed term. Let's imagine there is a brand of beer would like to make use of the image of polar bears. They may call themselves: Polar Beer.

    My question is: do we have a term to describe this substitution phenomenon?


    • Join Date: Jun 2008
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    #2

    Re: Replace? Substitute?

    Quote Originally Posted by ckcgordon View Post
    Sometimes for promotioin purpose we change part of a fixed term. Let's imagine there is a brand of beer would like to make use of the image of polar bears. They may call themselves: Polar Beer.

    My question is: do we have a term to describe this substitution phenomenon?
    Hi ckcgordon,

    I'm from the United States, and I would probably call Polar Beer a "play on words". Perhaps other native English speakers have an alternative suggestion?

    I hope that helps.

    Matthew Balson
    Competence home

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    #3

    Re: Replace? Substitute?

    Matthew, thanks for your reply.

    But do you think "play on words" a bit too general? The phenomenon described here is very specific - it involves a substitution of part of a fixed term. In my mother tongue, we called this substitution "eating word" because the newly formed expression is obtained by "eating" part of the original term.

    I was just wondering if there is a technical term to describe this interesting langauge phenomenon


    • Join Date: Oct 2006
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    #4

    Re: Replace? Substitute?

    It is a pun, a play on words. That is the way it is described.

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