Language Units of the Morphological Level in the Style of the Advertising Text

Abstract

Studies of language of contemporary advertising prove the validity of assertions about the ability of advertising to form the taste of the language community. Sometimes ads are ahead of already existing norms of language, creating new images and models of verbal communication in the search for maximum efficiency of impact. The analysis of the most striking and noticeable trends of morphological level in the language of advertising is concentrated in the area of lexico-grammatical status of the nominal parts of speech: the development of the quantitative category in abstract noun word forms and making relative adjectives to be qualitative ones. Besides, in the area of the verbal lexical units one can observe expanding of verbal paradigms owing to new mandatory forms. The manifestation and activation of grammatical processes in the advertising text reflects not only the expansion of the arsenal of means of expression, but also the serious grammatical shifts that can be regarded as a means forming the stylistic unity of the advertising text.

DOI: 10.5901/mjss.2015.v6n5s2p204