Advertising and Sentence Structure: A Comprehensive Guide
1. Subordinate Clauses
1.1. Adverbial Clauses
1.1.1. Mode
Definition: Expresses the way the action of the main verb is performed.
Nexus: as, according to which, as if…
Recognition: Ask “how?” to the verb of the main clause.
Example: The city designed the park as advised by technicians.
(subordinate adverbial clause of mode)
Forms:
- Infinitive: (Speak without knowing the topic in depth)
- Gerund: (Studying with tenacity, he passed in May)
1.1.2. Purpose
Definition: Expresses the intention with which the statement is made in the main clause.
Recognition: Ask “Why?” to the main verb.
Example: We will build a huge pipe to get water to Barcelona.
(subordinate adverbial clause of purpose)
Links: for (that), so that, in order that, with the intention that…
Forms:
- Infinitive: I bought a drill for hanging pictures.
1.1.3. Cause
Definition: Expresses the true reason for the action of the main clause.
Recognition: Ask “Why?” to the verb of the main clause.
Example: We left because the highway was jammed.
Links: because, well, as, since, because, due to, thanks to…
Forms:
- Infinitive: They put a fine because I double-parked.
1.1.4. Consecutive
Definition: Expresses the result of the statement in the main clause.
Recognition: The idea of expressing such a result: He tells so many lies that no one pays attention.
Links: then, therefore, consequently, so, with which, therefore, so/so much/many/tantos…que…
1.1.5. Comparative
Definition: Expresses a comparison between the principal and subordinate clause. If the verb is the same, you can omit the subject, as well as any other element of the principal clause.
Example: Ramón Luis is less agile than (he is).
Credit: Provides a comparison of equality, inferiority, or superiority.
Example: Luisa’s child does not improve as much as I expected.
Nexus: One link in the main clause, one in the subordinate clause.
1.1.6. Concessive
Definition: Enables the principal clause to be satisfied, even though that poses some difficulty.
Example: Even if you are tired, read a while.
Recognition: The sense of opposition that prevents making the principal clause true.
Links: Although, despite that, even though, as much as…
Forms:
- Gerund: Even grinding his food, he barely eats.
1.2. Verbal Periphrasis
Definition: Verbal periphrases function as the predicate and are constructed with a conjugated auxiliary verb followed by an infinitive, a gerund, or a participle. The two together express a single meaning.
1.2.1. Modal Periphrasis
Report on the attitude of the speaker to the action.
Examples:
| Periphrastic Form | Example |
|---|---|
| Obligation: to have to + infinitive | I have to go. |
| Obligation: I must + infinitive | I must read more. |
| Obligation: I have to + infinitive | I have to push myself. |
1.2.2. Aspectual Periphrasis
Report on the development of action.
Examples:
| Periphrastic Form | Example |
|---|---|
| Ingressive: action about to start | I’m going out. |
| Ingressive: starting point | It is about to snow. |
| Inchoative: action at the start | He began to jump. |
| Inchoative: time to start | She started to laugh. |
| Inchoative: break into | He broke into mourning. |
| Inchoative: put to | He began to eat. |
| Inchoative: begin | He began to draw. |
| Repetitive: action again | He returned to forget. |
2. Advertising
2.1. Definition and Purpose
Advertising can be defined as a social communication system that uses all means of mass communication and applies a set of techniques to create messages with the intention of persuading a public to perform an action.
- Advertising is an important influence in society due to information about products and services and finances all or part of the media, of what constitutes a good deal. It is characterized by its ability to unite companies with the same economic system.
2.2. Types of Advertising
There are three types of advertising, according to its purpose:
- Commercial advertising aims to sell products or services.
- Institutional advertising seeks to inform or prevent some aspects of society.
- Political propaganda has an ideological purpose, namely to convince of something.
2.3. Elements and Functions of Advertising Communication
- The channel is the mass media and other advertising media.
- The code is mixed; different languages are used. In visual media (newspapers and posters), it is the written language; in the auditory media (radio), it is the spoken language; and in audiovisual media (television, film, Internet), all are used.
2.4. Values of Advertising
Advertising has some positive and some negative aspects. Advertising has a questionable face if we consider the clarity of the message or the transmission of certain values. First, to succeed in persuading the receiver, the advertisement embellishes reality and disguises or conceals the negative aspects, which means that in many cases, it deceives the receiver. Second, advertising avoids enriching differences and promotes simplifying or false prototypes, valid for those groups of people who have habits and a way of life divorced from reality.
2.5. Language in Advertising
The characteristic texts of advertising are argumentation, description, and narration. But then a notice may consist of:
- Headline
- Slogan
- Body text
- Typography
2.6. Advertising Literary Resources
- Ellipsis: Istanbul, naturally
- Paradox: Liquid powder
- Metaphor: The spark of life
- Dilogy: A pocket phone
- Technicalities: Wrinkle, Tetra Brik…
- Hyperbole: The miracle grease