Session Six
Syntactical Features of
English Advertisements
As a particular branch of language, adver
tising language should be concise and attrac
tive. It usually has its own characteristics in
syntax, such as frequent use of simple and
elliptical sentences, frequent use of interroga
tive sentences, frequent use of conditional
sentences, frequent use of comparative sentences, etc. However, no matter which syntac
tical features advertisers would adopt, they
should perform the following functions: to get
attention; to show people an advantage; to
arouse interest and create desire; to ask for
action. In order to realize these functions, the
advertisers should pay much attention to the
selection of sentence variety, sentence structure, and other grammatical forms. During thi
Session, we shall concentrate on the major
grammatical characteristics of English advertising texts.
一、 Frequent Use of Simple Sentences
Whatever product or service may be ad-
vertised, the advertiser usually sets a limit to
the length of the advertisement for the sake
of space and money. Normally, he or she
makes much effort to convey as much information as possible in a most concise and
compact manner. Therefore, simple sentenc
are frequently used in English advertisemen
Here are some examples.
(1) IT COMES WITH A CONSCIENCE
Honda has always made good cars. Peo
ple love them. But with a loved one, things
can sometimes get emotional.Honda under-
stands. And on our own we have set up a
third –party arbitration program with the Better Business Bureau to give you extra voice,
if you need it.
But please talk to your dealer first. And
follow the problem-solving procedure describ
in your owner’s manual. Our new program
will help to resolve product-related questions
about your Honda. This program is free. Jus
ask at any Honda dealer for a booklet.
Or call 800-521-1613. You see, Honda
wants you and your Honda to have a long
and happy relationship. It’s only right.
（2）STOUFFER’S PRESENTS 14 DAY
TO GET YOUR LIFE
ON THE RIGHT COURSE.
Don’t just sit there. Get more active. Ride
a bike. Take a walk. Swim some Laps. That’s
the way to begin.
And then, come home to Stouffer’s Right
Course entrees. These satisfying low-fat, low
cholesterol meals have great tastes you’ll lov
(All with less than 600 mgs of sodium and
So feast on Sliced Turkey, Chicken in
Barbecue Sauce, Spaghetti with Meatballs
and more.
Discover Stouffer’s Right Course and get
on the Right Course for life!
STOUFFER’S RIGHT COURS
Example (1) is an advert of Honda cars
and Example (2) is a food advert. They are
mostly made up of simple sentences, which
render these two advertisements smooth and
easy to understand. Simple sentences can
not only make English advertising easy to
二、 Frequent Use Of
Interrogative Sentences
In some English adverts, interrogative sen
tences are used at the very beginning of the
body copy, so as to hold the addressees’ atte
tion and arouse their interest. Interrogative se
tences often require people to give answers,
by which to arouse their attention. Interrogativ
sentences break through consumers’ psycho
logical screens at first, then require them to
reflect. Let’s observe the following examples.
(3) What will you do with the money you
save using a faster, more efficient computer?
(4) That Baume & Mercier is thinner than
ever, isn’t it?
(5) What’s so special about Lurpark Danis
butter? Well, can you remember what butter
used to taste like - real fresh from house butter? Do you remember how you used to enjoy
it when you were young? Today – the taste of
Lurpark brings it all back to you--- that’s why
it’s so special.
“One of the most effective ways of attractin
attention to an advertisement lies in the caref
choice of the kind of headline that should be
used. A headline should not just be a catchy
phrase or slogan that seems all right, but a
positive contribution to the style and mood of
the advertisement ”(Frank Jefkins, 1985:261262). So interrogative sentences are often us
in the headline, which is called question head
line, so as to produce this effect. In this way,
the copy writers put forward questions, which
will arouse resonance and thinking from consumers, and attract them to read the copy tex
See the following examples.
(6) How do you keep your head above
water when the market takes a drive
Learn to swim. With a strong Swiss bank
In these times of volatile equities markets,
political uncertainty and shrinking dollars, we
can help you stay afloat. With safe financial
instruments invested in solid currencies.
Of course, asset protection is just one as
pect of working with BSI, one of the leading
Swiss banks. We provide a complete range o
offshore banking services tailored to suit you
needs. A global network of offices. And more
than 100 years of banking and investment
expertise.
If you have questions about the future of
your investments, give us a call at 5-8466600
in Hong Kong or fill out the coupon below.
Together we can find the answers that are
right for you. BSI
(7)
Looking For a Lifeline?
Let TUGU INSURANCE keep you afloat
in the face of the worst of elements.
TUGU INSURANCE---the back-up you ca
count on.
(8) MOVING TO BANGKOK?
Exquisite House for Rent in Pratumwan
area. Brand-new house with small garden; Eu
ropean owner.
Large living, separate dining, fully equippe
western kitchen, 3 bedrooms with marble bat
rooms, study, spacious built-in closets dressin
area, 7 split air-cons, spacious tiled porch and
terrace, car park.
Rent Baht 80,000.00 For appt call/fax
Jennifer in Bangkok 391-0559 or contact
Catherine in Hongkong Tel: 861-0616
Fax: 861-307344
(9) MARTINI
Who’d ever let a long –cool Martini
Rosso pass by?
Martini Rosso. The right one.
Martini, M&R
are registered Trade Marks.45
Example (6) is a bank advertisement and
Example (7) is an insurance one. The hea
line in either of the two examples is a ques
which is very attractive. Then an answer is
vided. Thus, they propagandize their servic
where the headline is also a question. Then
in the body copy, sufficient reasons are given
for moving to Bangkok. Example (9) is an
alcoholic advertisement, where the headline
is a question, too. The advertiser promotes
his product in concise words, which will mak
a strong impression on his readers.
It is to be noted that in some cases, inter
rogative sentences appear at the end of the
body copy, which can produce a strong positive effect. Let’s see the following examples.
(10) “ Yes. You can afford it.” Now you
can afford the matchless luxury of rich, supple
leather furniture. At the Leather Collection you
will find the largest selection of traditional an
contemporary leather sofas, chairs, loveseats
soft-beds and modulars at discounts of up to
50%. And because the Leather Collection is
affiliated with New York’s largest furniture
showroom, we can feature the widest choice
of decorator colors and a lifetime guarantee
on everything we sell. So why put off for tomo
row the pleasure you can afford today?
We’re Not The Only Airline
To Claim Great Service.
Just The Only One To Prove It.
For 16 straight years, Delta has been ran
ked number one in passenger satisfaction
among major U.S. airlines according to the
U.S. Department of Transportation. So when
we claim that the Delta system will give cons
tantly good service on each one of our 4200
daily flights, you can believe us. After all, wh
wants to argue with the U.S. Government?
Delta AIRLINES
(11)
The question at the end of the body copy of
each of the above two examples is in fact a
positive rhetorical question. We all know that
a rhetorical question need not be answered
and that a positive rhetorical question is equa
to a strong declarative sentence. The two rhe
torical questions in the above two examples
are very persuasive, forceful, and impressive
They can be paraphrased as: There is absolutely no reason to put off for tomorrow the
pleasure you can afford today. / After all, nobo
dy wants to argue with the U.S. Government.
sentences are not so persuasive as the two
positive rhetorical questions in the original.
Interrogative sentences are very much
favored in English advertisements, because
they demand people’s response and can
arouse readers’ interest quickly. Positive rhetorical questions are even more attractive and
more persuasive.