Functioning of complex sentences in the direct advertising texts of glossy magazines
DOI:
https://doi.org/10.47475/2070-0695-2021-10116Keywords:
glossy magazine, advertising text, syntax, complex sentence, functionAbstract
The article discusses the functioning of complex structures in the direct commercial advertising of the international glossy magazines 2019–2020: “ELLE”, “ESQUIRE”, “MEN'S HEALTH”, “VOGUE”. The interpretation of the actual language material allows for the conclusion. The syntactic dominant of texts of different gender orientation are three types of binary complex sentences: complex sentences with attributive relations between predicative units, compound sentences with comparative relations, and conjunctionless sentences with enumerative and explanatory relations. These complex sentences accomplish different functions: informative, argumentative and suggestive. The author notes that some types of complex structures are assigned to the advertising texts that focus on the male (complex sentences of the pronominal-correlative type) and the female (complex sentences with subordinate clauses of time, purpose, comparative-object subordinate clauses and comparative clauses) audience. These structures are involved in the expression of stereotypical ideas about “masculinity” in men's glossy publications and broadcasting to the addressee the myth of unfading beauty and eternal youth in women's glossy publications. Multinuclear sentences and complex syntactic constructions with the different types of connection are used sporadically in the commercial advertising of glossy periodicals. In advertising text they contribute to the formation of the effects of emotional empathy, trust and presence. Due to the use of various types of complex syntactic units the effectiveness of advertising discourse is ensured and there is a psychological influence on the addressee.
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