Standard Chinese, like many Sinitic varieties, has a significant number of homophonous syllables and words due to its limited phonetic inventory. The Cihai dictionary lists 149 characters representing the syllable "yì". (However, modern Chinese words average about two syllables, so the high rate of syllable homophony does not cause a problem for communication.) Many Chinese take great delight in using the large amount of homophones in the language to form puns, and they have become an important component of Chinese culture. In Chinese, homophones are used for a variety of purposes from rhetoric and poetry to advertisement and humor, and are also common in Chinese loans, for example phono-semantic matching of brand names, computer jargon, technological terms and toponyms.