Liaisons « non marquées » de prédications dans l'accroche publicitaire

Translated title of the contribution: "unmarked" predicational linkage in advertising slogans

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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
Original languageFrench
Pages (from-to)121-136
Number of pages16
Issue number4
StatePublished - 2015
Externally publishedYes


  • Advertising slogan
  • Correlation
  • Ellipsis
  • Iconicity
  • Mismatch
  • Parataxis
  • Persuasion
  • Syntax


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