Grammatical Aspect Of An Effective Advertising Text

Abstract

The article delineates some issues of an advertising text, in particular its grammatical aspect. It includes the study of type and form of the syntactic constructions that build up a slogan or a catchphrase. The author points out, that the grammatical aspect of an advertising text is not the only constituent that makes it effective. It is only a part of this process, but the primal one to be perceived because each type of a syntactic construction possesses its own potential of forming a certain text, thus forming a certain strategy of decoding it. Syntactic structures mainly forming a slogan or a catchphrase are uni-component and bi-component utterances. They are tackled in the given article as basic utterances to be used in ads, whereas a number of other types of syntactic constructions is also used in advertising texts in the cases when it's convenient to use them for the author of the text. Each of them represents a certain type of grammatical system that was formed in the course of language development according to some researches.Examples of advertising texts show that one and the same text implies a number of grammatical constructions, which helps actualize their pragmatic potential to the full scale.