PRAGMA-SYNTACTIC ASPECTS OF ADVERTIZING LANGUAGE

Resumen

This study explores the intricate relationship between syntactic and pragmatic features in advertising language, analyzing how these elements combine to create effective and persuasive messages. Through syntactic analysis, we identify the prevalent use of imperatives, declaratives, and parallel structures across various advertisements, highlighting their distinct functions in capturing attention, asserting brand identity, and enhancing memorability. Pragmatic analysis reveals the deeper, unspoken messages conveyed through these syntactic choices, such as emphasizing urgency, promoting emotional connections, highlighting benefits, and invoking social values. The pragma-syntactic analysis further illustrates how syntactic structures enhance the pragmatic impact of advertisements, creating urgency, building trust, and ensuring relatability. Ultimately, the study uncovers the strategic use of language in advertisements to influence consumer behavior and perception, demonstrating the crucial role of both syntactic and pragmatic features in crafting compelling advertising messages.