2.3 Syntax peculiarity of the English advertising slogans

Making the expressive effect of the advertising slogan serves also use the structured particularities of the offer [16, p. 15].

The results of quantitative analysis of text of the advertising slogan on structured feature are presented in the following table (the table 4):

Table 4

Structured analysis of advertising slogan text

Whole	Structure			Word-combination	Texts (several sentences)
150	simple		complex	35	24
	personal	impersonal
	39	28	24
100%	26%	19%	16%	23%	16%

The most frequency group (26%) in explored us material has formed the advertising slogans - a simple sentence: When you care enough to send the very best – brand: Hallmark; A-1 makes hamburgers taste like steakburgers – brand: A-1 steak sauce – ‘A-1 сделает гамбургер стейкбургером’; Guinness is good for you – brand: Guinness – ‘Guinness вам подходит’; The quick picker upper – brand: Bounty – ‘Кто быстрее, тот выше’; See America at see level – brand: Amtrak – ‘Увидь Америку Америкой’.

On our opinion, this is explained by longing AT-slogan to brevity under high informativeness. Address of slogan finds its reflection in prevalence personal (26%) sentences on faceless (19%): You are in a Beauty Contest Every Day of your Life - Brand: Somay Soup; the car in front is a Toyota - brand: Toyota; you’re in good hands with Allstate - brand: Allstate and etc.

More presenting compound sentences (16%): Ask the man who owns one - brand: Packard; If you smoke, please smoke Carlton - brand; Carlton Cigarettes; You know when you're been Tangoed - brand: Tango.

Economic aspect brings about use the complex sentences without unions (usually by comparing or contraposition): Sometimes you feel like a nut: sometimes you don’t – brand: Peter Paul Mounds – ‘Иногда вы чувствуете орехи, иногда – нет’.

However, most expression longing AT to brevity finds in use as advertising slogan of the word-combinations. We are discovered 35 advertising slogans (23%), structured by word-combinations: Safety fast – brand: MG – ‘Безопасно и быстро’; Capitalist tool - brand: Forbes – ‘Инструмент капитализма’; The Penalty of Leadership – brand: Cadillac – ‘Удар лидера’ and so on.

Texts are less presenting (16%): Don’t be vague. Ask for Haig – brand: Haig Scotch Whisky – ‘Не скучай. Haig наливай!’; Do you want a shape like a bra? Or do you want a shape like a woman? – brand: Body Bra By Warner’s and so on.

As it was spoken above, in advertisement is tracked trend to draw near the interpretation to verbally-colloquial speech. This pertains not only to lexicon, but also to syntax formation of the text. The advertisement does not tolerate the verbosities and complex-amorphous syntax turn, since on its nature she dynamic.

In advertising text are used, on the one hand, book syntax designs, with other - colloquial, which are used for making emotional-expressive coloration, figurativeness and effectiveness of the advertising text.

It is known that emotion and expression find its expression in determined linear-sintagmatic speech sequence. Particularly brightly, the category data reveal itself in dismembered design.

Parcellerated designs occupy the corresponding to place in English, presenting one of the trend of the development of syntax of modern English. In this instance we deal with incomplete offers, putting into majority of the events in text additional expressive coloration: Next to myself. I like BVD best – brand: BVD Underwear; Equal Day. Equal Time – brand: Bulova Accutron Watches – ‘Каждый день – точный ход’; M’m! M’m! Good! – brand: Campbell’s Soup.

In majority advertising text парцеллированные broadly function in combination with other stylistic-syntax facility of the language. Used as important source to expressions speech, парцеллированные designs allow актуализировать, select with some part utterances determined by purpose. Besides, they help in compressed form to send the greater volume to information that has of no small importance [18, p.5].

Table 5

Frequency analysis of using different types of sentences in advertising slogan

Whole	Narrative	Exclamatory	Interrogative
126	108	8	10
100%	86%	6%	8%

You can notice that prevalence of the narrative offers does not speak of unconditional domination of narrative mood in structure of the advertising slogan. So, amount slogan, in structure which is used imperative mood - 36 units (29%). On our opinion, this is explained that that advertising text strives to soft, recommendation nature, advises, unostentatious recommends that or other action: Say it with flowers – brand: FTD (Interflora) – ‘Скажи это цветами’; Don’t leave home without it – brand: American Express – ‘Не выходи из дома без нее’.

Using the exclamation more characteristic of offers with conjunctive (83 sentences, 66%) and executes expressive-emotional function: what attention of the buyer on text of the slogan accents, so and creates the favorable emotional background: I can’t believe I ate the whole thing! – brand: Alka- Seltzer – Не верится, но я съел всё!; Wotalot I got! – brand: Smarties; My goodness, my Guinness! – brand: Guinness – ‘Моей удачи вес – мой Guinness!’. With potential buyer as it is woke by divided experience lucky owner/user of the product, made sure in advantage of goods and commendatory its tone old familiar.

Emphasizing advertising text finds its reflection in that that in interrogative offers possible use the subjunctive mood (7 units, 5%): Wouldn't you really rather have a Buick? - Brand: Buick.

Thereby, language of the advertising slogan is characterized by longing to expressive influence both on lexical, and on syntax level. Depending on supposed effect of the influence advertising slogan can have a different structure; slogan-offer can be different on purposes of the utterance. Cost(stand)s to emphasize that modern English slogan not characteristic of direct instruction on need of the buying, sooner he carries the recommendation nature that, on our opinion, is explained by misgiving of the advertiser before negative attitude of the potential grantee of the advertising text to enforcement.