paronomasia
/ˌpɛrənoʊˈmeɪʒə/
noun
- A play on words; a pun, especially one that uses words that sound similar but have different meanings.
- The comedian's paronomasia had the audience groaning and laughing at the same time.
- Shakespeare's plays are full of clever paronomasia that adds humor and depth.
- In advertising, paronomasia is often used to make slogans more memorable.