Abstract
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 |
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Original language | French |
Pages (from-to) | 121-136 |
Number of pages | 16 |
Journal | Langages |
Volume | 200 |
Issue number | 4 |
DOIs | |
State | Published - 2015 |
Keywords
- Advertising slogan
- Correlation
- Ellipsis
- Iconicity
- Mismatch
- Parataxis
- Persuasion
- Syntax