While it is fashionable to use the semantic pun in advertising (for example, the meaning extension in "dollars and sense"), a lot of this humor slips past the American reader; not only unintentional bloopers that get past the proofreader but also intentional puns that escape the audience. Advertising humor has other pitfalls as well--the…

Concentrating on the unintentionally dominant group, the author considers how Walter Ong demonstrates that novice writers have a narrow concept of audience that is really a narcissistic fiction projected as an ideal reader (1975). Given this, writing instructors can work to broaden their students' sense of audience to consider readers who are not…