An analysis of language features in english advertisements

Chapter Four Syntactic Features

The purpose of all advertising is to familiarize consumers with or remind them of the benefits of particular products in the hope of increasing sales, and the techniques used by advertisers do not vary markedly. An advertisement is often merely glimpsed in passing and so, to be effective, its message must be colorful, legible, understandable and memorable. The rules governing the language of advertising are similar. We have summarized the lexical features of English advertisements. If words are leaves of a tree, and sentences branches; the branches must also possess their own features.

The most frequently used sentence patterns are statements, commands, interrogative sentences and exclamations. As for the sentence structures, elliptical structures, sentence fragments and comparative constructions are most widely used in English advertising.