Paronomasia is the formal name given to the kind of word play commonly known as a “pun.” While many might groan at “dad jokes” that are often puns too bad ”not” to laugh at, a pun well done can impress the palate of even the most discerning connoisseur. An apt pun at the right moment can have a strong effect on those who hear it. To make puns yourself will require a knowledge of the kinds that exist, as well as an understanding of context, timing, and lateral thinking.