The aim of this study is to correlate the persuasive impact of advertising slogans to their syntactic format i.e., to a pattern where the relationship between adjacent predicates is not explicitly spelled out. Four questions will be discussed in this paper: (i) why advertising slogans favor unmarked associations between predicates; (ii) how the non-marking of the binding mode is being concretized; (iii) whether the non-marking must be explained by ellipsis, therefore by hypotactic subordination at the deep level; (iv) finally, which are the benefits of the condensed syntactic structure, in terms of message transmission.
|Translated title of the contribution||"unmarked" predicational linkage in advertising slogans|
|Number of pages||16|
|State||Published - 2015|
- Advertising slogan