Key Creative Features of Syntactic Design in English-Language Advertising Discourse

Abstract

The study suggests that the patterns of syntactical arrangement should be viewed as indispensable creative features in designing advertising messages and postulates that three crucial aspects need to be addressed in order to comprehensively describe the specifics and benefits of a well-reasoned application of syntactic inventory of the English language for the purposes of constructing advertising texts. The three aspects—namely sentence type, message length and rhetorical tropes—are discussed at length from the discursive-pragmatic point of view and drawing on the texts of English-language advertisements of non-specific thematic affiliation. The study uses continuous sampling to ultimately make out the most commonly utilized sentence types, the most extensively preferred promotional message length, and the most frequently registered syntactic rhetorical tropes. The latter are further on filtered down to make up a list of seven syntax-driven rhetorical tropes of the most valid efficiency, followed by substantiation and analysis thereof. The study makes a number of conclusions suggesting that ad efficiency is strongly premised on the adequate comprehension and application of syntactic inventory, which implies selecting the most appropriate sentence type, considering the benefits of syntactic compression, positioning the arguments in the most advantageous way possible, and making use of the most expedient syntactic rhetorical tropes in order to garner the attention of a potential consumer, add an element of surprise and build up a more favorable attitude towards the product being advertised.

Humour in modern English literature: methods of creation and features of translation

“…Английский вербальный юмор, как будет очевидно из проанализированных групп примеров, в основном построен на основе гиперболизации, или преувеличения, и/или сочетании противоположностей, в частности лексических единиц высокого регистра (высокая лексика) и низкого регистра (стилистически сниженная лексика) или же лексических единиц с негативной (отрицательной) и позитивной (положительной) семантикой. Реже встречается юмор, основанный на литоте (преуменьшении) (Malyuga, 2020).…”

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“…In order to realize how personification interacts in business articles' headlines, here, we must take into consideration the newspapers as the fourth branch of power as well as from the viewpoint of rapid changes in genres' system (Samusevich, 2008). Only with the help of this device, we can notice how personification can be revealed not only in literary text but in professional field, i.e., the style of official documents (Malyuga & Banshchikova, 2011). Therefore, personification can be a helpful tool not only in a literary text but in a professional one as well.…”

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“…Новостной формат делового дискурса придает образности его формальности и универсальности, так как любые изменения в экономике и бизнесе находят отражение в средствах массовой информации, которые характеризуются обращенностью к массовой аудитории, доступностью для многих людей и распространением информации (Malyuga & Banshhikova, 2011). Таким образом, периодические издания сообщают о фактах и событиях в мире экономики, формируют ценностное отношение к ним и побуждают оценивать экономические процессы, как отдельных людей, так и общество в целом (Peluso, 2021).…”