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DOI: 10.15862/32FLSK225 (https://doi.org/10.15862/32FLSK225)

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Zhuk E.E. [The peculiarity of syntax in modern English-language advertising text] World of Science. Series: Sociology, Philology, Cultural Studies, 2025, Vol. 16, No. 2. Available at: https://sfk-mn.ru/PDF/32FLSK225.pdf (in Russian). DOI: 10.15862/32FLSK225

The peculiarity of syntax in modern English-language advertising text

Zhuk Ekaterina Evgenjevna
Kuban State University, Krasnodar, Russia
E-mail: katya_serdyuk07@mail.ru

Abstract. The article focuses on the problem of syntax in the modern English-language advertising texts. At the beginning of the article the author covers the question of print advertising, gives the examples of its types. Special attention is given to advertisements in print mass media, which are the most popular format of print advertisement. Further the verbal structure of the print advertisement is discussed, which consists of a heading, a slogan, a basic message, background information. It’s the slogan that reflects the main idea and value of the advertisement and must attract the target audience. The author points out that the expressiveness and final effect of the advertisement depend on the syntactic constructions. The article describes and illustrates the examples of the following syntactic constructions taken from the latest English-language magazines: parcellation, parallel constructions, nominative sentences, antithesis, gradation, exclamatory sentences, question-and-answer constructions, rhetorical appeal, direct speech etc. The sources of the examples are British and American magazines Elle, Vogue, National Geographic, Traveller, Science, Scientific American, Interior Design, TechLife News, New Scientist, GQ of the latest month and year of edition. At the end of the article the author comes to the conclusion that the described syntactic devices and constructions are an effective instrument in the work of advertisers, which influences the potential clients.

Keywords: syntax; advertising text; print advertising; slogan; syntax constructions; parcellation; antithesis; gradation; direct speech

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