| Abstract: | Attributive phrases of advertising text Attributive phrases are one of the most important methods to express syntax of advertising text. These texts clearly states the domination of qualifying attributive phrases (86,4 %). Possessive phrases here are rare (10,3 %) and secondary name phrases are almost unrepresentative (3,3 %). An object in the advertisement is defined not directly. Dominant kinds of qualifying attributive phrases emphasise actual attributive relationship in the advertisement text. The biggest part among the qualifying attributive phrases institutes clear feature phrases in the exploratory texts (large package, ideal cleanness), which generally state non-inherent feature of an object (fantastic shine, ideal cleanness, special flavour), defining (varietals) feature (cool tankard, mobile connection), the quantity of features (intensity) (more tasty cheese, the hottest news). The advertisement also features with purposive (14,7 %) (air fresher, supermarket) and distinctive feature phrases (12,3 %) (sweet curd, products of highest quality) which differentiates audio and written advertising texts – audio advertisements have less such phrases, because imitating of live situations where the purpose of an object and show up are not declared so freely. These texts feature also such attributive phrases whose possessive component, verbal (more rarely adjectival) noun together with the main one express objective relations (9,4 %) (displaying of goods, accommodation lease). Also relevant operational description (8,1 %) (tempting aroma, cleannessing cream) and name attributive phrases (7 %) („Stumbo“ vodka, Christmas time). AJ of name in these texts make problems of semantic distribution and usage norms because their possessive component often is symbolic names of not Lithuanian origin („Estrela“ chips, „Max“ pasta). Not directional qualifying attributive phrases with a verbal, more rarely with adjectival noun differentiate texts of audio and written advertisement: audio advertisements have them less (5,5 % and 13,5 %). Attributive according to an object class compounds from the secondary name phrases are mostly relevant in the AJ advertisement (82,7 %) ( „Kiss“ cider, company „Yamaha“, „Stilius“ magazine). Other phrases (defining according to profession, nationality) are rare or not used (attributive according to filiations, social status, caste). Possessive attributive phrases are usually not separable (73,1%) in the advertisement. After the investigation of frequency of AJ kinds, it could be stated that although the relation of entirety and part is most important (29,5%), (wrinkles of the skin, elements of the view) these texts feature the phrases expressing relation with abstract matters (jour health, colour of the skin, odour of the juvenility) which could be related with associative expression. The usage of compounds, which express relations with abstract matters, differentiate the texts of written and audio advertisements: these phrases in the audio advertisement are rarer. Property relations (16,3%) (my glasses, company of Jūratė Gulbinienė) clearly dominate among alienable possession phrases. Very often a few specifying AJ kinds correlate in the advertisement (time and purpose - Christmas gift, winter collection; place and purpose - outside illuminator, inside baseboards) or it is quite problematic to define the border between qualifying purposive meaning and depending entirety and part of relation attributive phrases (gate of garage, car light). The expression of attributive phrases in the advertisements is normally common but the place of attribute is not stressed. There was noticed one case of unusual expression for Lithuanian language when the dependence according to relations of authorship under the example of English language was expressed by preposition from constructions (garden effect from Rex, lip sticks from L’Oreal Paris). Simple free attributive phrases clearly dominate in the exploratory texts (95,2%) (large package). Complex phrases (4,8%) here function with mandatory attributive and characterises an object in respect of kind (liquid crystal display). The tendency to form attributive constructions of several degrees was noted in such texts. The syntax of foreign language (Russian, English) has s big impact for advertising attributive phrase usage. Most frequent AJ usage faults are associated with expression of specific feature of an object. |
