motif in the Austin Powers films repeatedly puns on names that suggest male genitalia. In the science fiction television series Star Trek, "B-4" is used as the name of one of four androids models constructed "before" the android Data, a main character. A librarian in another Star Trek episode was named "Mr. Atoz" (A to Z). The parallel sequel The Lion King 1½ advertised with the phrase "You haven't seen the 1/2 of it!". Wyborowa Vodka employed the slogan "Enjoyed for centuries straight", while Northern Telecom used "Technology the world calls on." On 1 June 2015 the BBC Radio 4 You and Yours included a feature on "Puntastic Shop Titles". Entries included a Chinese Takeaway in Ayr town centre called "Ayr's Wok", a kebab shop in Ireland called "Abra Kebabra" and a tree-surgeon in Dudley called "Special Branch". The winning entry, selected by Lee Nelson, was a dry cleaner's in Fulham and Chelsea called "Starchy and Starchy", a pun on Saatchi & Saatchi. In the media Paronomasia has found a strong foothold in the media. William Safire of The New York Times suggests that "the root of this pace-growing [use of paronomasia] is often a headline-writer's need for quick catchiness, and has resulted in a new tolerance for a long-despised form of humor." It can be argued that paronomasia is common in media headlines, to draw the reader's interest. The rhetoric is important because it connects people with the topic. A notable example is the New York Post headline "Headless Body in Topless Bar". Paronomasia is prevalent orally as well. Salvatore Attardo believes that puns are verbal humor. He talks about Pepicello and Weisberg's linguistic theory of humor and believes the only form of linguistic humor is limited to puns. This is because a pun is a play on the word itself. Attardo believes that only puns are able to maintain humor and this humor has significance. It is able to help soften a situation and make it less serious, it can help make something more memorable, and using a pun can make the speaker seem witty. Paronomasia is strong in print media and oral conversation so it can be assumed that paronomasia is strong in broadcast media as well. Examples of paronomasia in media are sound bites. They could be memorable because of the humor and rhetoric associated with paronomasia, thus making the significance of the soundbite stronger. Confusion