The study of pun in Russian linguistics of XIX - XX centuries
The paper outlines the scientific concepts of the pun phenomenon. The paper identifies the origins of viewpoints diversity and analyzes 2 scientific approaches: unification of "pun" and "play on words" concepts and separating them. Study of pun takes a special importance in the light of contemporary trends in mass media language: slang, language of advertising, destructive language play, the widespread disregard to literary and linguistic norms.