Metadata (abstracts and keywords) for the articles in the journal
E. A. Danilova FEATURES OF FUNCTIONING OF VERBAL ONE-MEMBER SENTENCES IN ADVERTISING SLOGAN // I. YAKOVLEV CHUVASH STATE PEDAGOGICAL UNIVERSITY BULLETIN. 2017. № 1(93). p. 55-60
Author(s):
E. A. Danilova
Index of UDK:
811.161.1’367:659.4
Index of DOI:
Name of article:
FEATURES OF FUNCTIONING OF VERBAL ONE-MEMBER SENTENCES IN ADVERTISING SLOGAN
The article deals with the features of functioning of verbal one-member sentences in the advertising slogan; considers and analyzes the material of the Russian texts of the modern advertising slogans of various Russian TV channels; states the expressivity and force of the impact of the content of an advertising slogan on a potential buyer depends on the characteristics of its syntactic composition. Advertising does not tolerate any complex syntactic structures, which explains the frequency of use of on-member sentences in the structure of an advertising slogan; proves the verbal one-member sentences emphasize the action itself and express different degrees of distraction of the action from the agent; reveals some specific features like brevity, dynamism, ability to make the most important information actual in the message.