PRAGMA-SYNTACTIC ASPECTS OF ADVERTIZING LANGUAGE

Jeremiah Anene Nwankwegu

Department of Languages and Linguistics,
Ebonyi State University, Abakaliki, Nigeria
&
Goodluck Chigbo Nwode
Department of Languages and Linguistics,
Ebonyi State University, Abakaliki, Nigeria

Abstract
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.

INTRODUCTION
Language plays a pivotal role in advertising, serving not just as a medium of communication but
also as a tool for persuasion. The unique pragma-syntactic features of advertising language
contribute significantly to its effectiveness, capturing attention and influencing consumer
behavior. This study delves into the pragma-syntactic elements of English advertisements,
analyzing how they work together to enhance the overall persuasiveness of advertising messages.
The purpose of this research is to explore the pragma-syntactic characteristics of advertising
language, focusing on the structure and complexity of sentences used in advertisements and their
pragmatic implications. Specifically, the study aims to evaluate whether the syntactic features of
modern advertising slogans align with Geoffrey Leech's concept of Standard Advertising
Language, which highlights simplicity, brevity, and memorability, while also considering the
pragmatic contexts that these syntactic choices create.
Key research questions guiding this study include: What are the prevalent pragma-syntactic
structures in contemporary advertising? How do these structures and their pragmatic elements
enhance the persuasiveness and effectiveness of advertisements? By addressing these questions,
the study seeks to understand the relationship between syntactic complexity, pragmatic context,
and advertising effectiveness.
The significance of this study lies in its potential to provide insights into the strategic use of
pragma-syntax in advertising. Understanding these elements can offer valuable perspectives for
advertisers, marketers, and linguists interested in the dynamics of language and persuasion.
Ultimately, this research contributes to a deeper understanding of how syntactic choices and their
pragmatic contexts impact the effectiveness of advertisements, shaping consumer perceptions and
behaviors.
LITERATURE REVIEW
Conceptual Review
Pragmatics: Pragmatics is a crucial aspect of linguistic study that delves into how context
influences the interpretation of meaning. According to Huang (2015), pragmatics is concerned
with the study of meaning as communicated by a speaker (or writer) and interpreted by a listener
(or reader). In advertising, pragmatics involves understanding how messages are crafted to convey
particular implications and emotions, influencing consumer behavior. Cutting (2015) also
highlights the importance of pragmatics in understanding how language functions in social
interactions, which is directly applicable to the persuasive nature of advertising.
Syntax: Syntax refers to the rules that govern the structure of sentences, determining how words
are combined to form coherent and meaningful statements. Carnie (2012) discusses the principles
of syntax, providing a comprehensive overview of syntactic theory. In the context of advertising,
Cook (2001) emphasizes that syntax plays a pivotal role in crafting messages that are clear,
concise, and impactful. The strategic use of imperatives, declaratives, and parallel structures in
advertisements helps in capturing attention and persuading the audience.
Pragma-Syntax: Pragma-syntax explores the intersection of syntax and pragmatics, examining
how grammatical structures support pragmatic objectives in communication. Culpeper and Haugh
(2014) discuss how syntactic choices can influence pragmatic interpretations, a concept that is
particularly relevant in advertising. Advertisements often utilize specific syntactic constructions
to achieve pragmatic goals, such as creating urgency, emphasizing benefits, and establishing brand
identity. For instance, Jones and Norris (2005) analyze how syntactic and pragmatic elements work
together in advertising language to persuade and influence consumers effectively.
Advertisement: Advertisements are designed to promote products, services, or events, employing
various linguistic strategies to achieve their goals. Holm (2016) explores how advertisements use
visual and verbal language to create meaning and persuade audiences. The effectiveness of an
advertisement hinges on its ability to attract attention and communicate its message clearly and
memorably. Young (2017) provides insights into the principles of crafting compelling
advertisements, highlighting the importance of language in shaping consumer perceptions and
driving action.
Advertising Language: Advertising language is characterized by its creative and strategic use of
linguistic features to persuade and engage audiences. Johnson & Ensslin (2007) identify the use of
simple, memorable, and impactful language as a hallmark of effective advertising. Goddard (2002)
discusses how advertising language employs rhetorical devices and stylistic elements to enhance
persuasiveness and memorability. The adaptability of advertising language to various media
formats, including print, broadcast, and digital platforms, is crucial for reaching and influencing
diverse audiences.
Conceptual Integration: Integrating the concepts of pragmatics, syntax, and pragma-syntax is
essential for analyzing advertising language comprehensively. Pragmatic analysis helps identify
the intended meanings and implications behind advertisements, while syntactic analysis focuses
on the grammatical structures used to convey these messages. Pragma-syntactic analysis combines
these perspectives to examine how specific syntactic choices enhance the pragmatic goals of an
advertisement.

Existing Literature on Advertising Language

The study of advertising language has garnered considerable attention over the years, with
numerous researchers exploring its unique syntactic features. Advertising language is often
characterized by its brevity, directness, and creativity, designed to captivate and persuade
audiences. Scholars have examined how syntax plays a crucial role in shaping the effectiveness of
advertisements, emphasizing the importance of sentence structure in conveying messages
succinctly and memorably.

Critical Review of Foundational Studies

Several studies have investigated the syntactic features of advertising language, identifying
common patterns such as the use of imperatives, ellipses, and parallel structures. Research has
shown that these features contribute to the conciseness and persuasiveness of advertisements. For
instance, imperatives are often used to create a sense of urgency, while parallel structures enhance
memorability. Additionally, studies have explored the use of complex versus simple sentence
structures, examining how they affect audience engagement and comprehension.

Leech’s foundational work on Standard Advertising Language highlighted the importance of

simplicity and memorability in advertising syntax. His emphasis on directness remains relevant,
as modern advertisements continue to rely on concise messaging (Leech, 1966). However, his
framework may not fully account for the complexity of digital and multimedia advertising, where
interactivity and visual elements also play significant roles.

Cook's analysis of imperatives in advertisements underscores their effectiveness in creating

urgency. This study is valuable for understanding how language can prompt immediate consumer
action (Cook, 1992). However, Cook’s focus on traditional print media limits the applicability of
his findings to digital formats, where engagement strategies may differ significantly.
Myers’ exploration of ellipses provides insights into how advertisers create intrigue by omitting
information, compelling audiences to engage more deeply (Myers, 1994). While this technique
remains effective, Myers’ work could benefit from a broader analysis of how ellipses function in
various advertising contexts, including online platforms where user interaction can affect
interpretation.

Goddard’s discussion of parallel structures in advertising highlights their role in enhancing rhythm
and memorability (Goddard, 1998). This study offers a strong foundation for understanding the
appeal of repetitive syntax. However, it could be expanded to consider how cultural and linguistic
variations influence the effectiveness of parallelism in global advertising campaigns.

O’Barr’s examination of syntactic choices and audience perception provides valuable insights into
the potential drawbacks of complex sentence structures. His findings suggest that while complexity
can add sophistication, it may also hinder clarity (O’Barr, 1994). This work is particularly relevant
in evaluating high-end product advertisements but may overlook how simplicity can also be used
effectively in luxury branding.

Johnstone’s analysis of the balance between complex and simple sentences in advertising is
comprehensive, highlighting how simplicity often enhances comprehension (Johnstone, 2008).
Her work is applicable across various media, making it highly relevant in today’s diverse
advertising landscape. However, further exploration into the cognitive processing of complex
syntax in digital advertisements could provide additional depth.

Kendall’s investigation into the influence of syntactic constructions on consumer interpretation

offers important insights into advertising persuasiveness (Kendall, 2011). Her work acknowledges
the interplay between syntax and semantics, although a more detailed analysis of how different
demographics respond to syntactic variations would enhance the applicability of her findings.

Theoretical Review
AIDA Model (Attention, Interest, Desire, Action)
The AIDA model was developed by E. St. Elmo Lewis in the late 19th century. It outlines the
stages a consumer goes through from first becoming aware of a product to making a purchase
decision.
The AIDA model serves as a practical guide for advertisers to structure their campaigns
effectively. Advertisements are designed to first grab attention, then maintain interest, build desire,
and finally prompt action. This sequential approach helps in crafting messages that lead consumers
through the decision-making process.
While the AIDA model is straightforward and easy to apply, it has been criticized for being too
linear and simplistic. Modern consumer behavior is more complex, often involving multiple
touchpoints and feedback loops that the AIDA model does not account for.
Hierarchy of Effects Model
The Hierarchy of Effects model was developed by Robert J. Lavidge and Gary A. Steiner in 1961.
It describes the process consumers go through before making a purchase decision and expands on
the AIDA model by adding more stages and emphasizing the psychological processes involved in
advertising.
The Hierarchy of Effects model helps advertisers understand the different stages of consumer
behavior and design campaigns that address each stage. By targeting specific stages with tailored
messages, advertisers can more effectively guide consumers from awareness to purchase.
This model assumes a linear progression through the stages, which may not reflect the actual
consumer decision-making process. Additionally, it does not account for the influence of social
and environmental factors that can affect purchasing decisions.
Elaboration Likelihood Model (ELM)
The Elaboration Likelihood Model was developed by Richard E. Petty and John Cacioppo in the
1980s. It focuses on the cognitive processes underlying persuasion and distinguishes between two
routes to persuasion: the central route and the peripheral route.
The ELM helps advertisers understand how different types of messages can influence consumers
based on their level of involvement and motivation. For high-involvement products, advertisers
should focus on strong, logical arguments (central route). For low-involvement products, they
might rely on emotional appeals or celebrity endorsements (peripheral route).
Theoretical Framework
This study is guided by Geoffrey Leech's concept of Standard Advertising Language and
Relevance Theory, providing a comprehensive framework for analyzing the pragma-syntactic
aspects of advertising language.
Geoffrey Leech's Standard Advertising Language
Geoffrey Leech's Standard Advertising Language, introduced in *English in Advertising: A
Linguistic Study of Advertising in Great Britain* (1966), emphasizes simplicity, clarity, and
memorability in advertising language. Leech identifies that effective advertisements use short
sentences, familiar vocabulary, and repetitive structures to ensure the message is easily understood
and remembered by the audience.
Leech's framework helps analyze how syntactic simplicity and directness contribute to advertising
effectiveness. By examining advertising language structures, this study identifies how these
elements align with Standard Advertising Language principles to enhance clarity and impact.
Relevance Theory
Relevance Theory, developed by Dan Sperber and Deirdre Wilson (1986, 1995), is a cognitive-
pragmatic theory emphasizing relevance in communication. It suggests that communication is a
process of conveying information relevant to the listener, where relevance is defined by the balance
between cognitive effects and processing effort.
Relevance Theory examines how advertisements are designed to maximize relevance for their
target audience. Advertisements strive to achieve high cognitive effects (such as capturing
attention, evoking emotions, and persuading the audience) with minimal processing effort (using
clear, concise, and memorable language). This theory helps understand how pragmatic elements
like context, implied meanings, and audience expectations interact with syntactic structures to
enhance overall advertisement impact.
Integrating the Theories
By combining Geoffrey Leech's Standard Advertising Language and Relevance Theory, this study
provides a comprehensive analysis of the pragma-syntactic aspects of advertising language.
Leech’s framework emphasizes simplicity and memorability in advertisements, while Relevance
Theory explores the balance between cognitive effects and processing effort. This integrated
approach enhances understanding of how syntactic and pragmatic elements work together to create
effective and persuasive advertisements. The study examines how advertisements use simple,
clear, and direct language to achieve relevance and maximize cognitive impact with minimal
processing effort, thereby influencing consumer behavior and perception.
Empirical Review
Nwankwegu et al. (2014) examine language use in advertising discourse, particularly focusing on
church advertisements displayed on handbills, posters, and billboards. Their study aims to uncover
the pragmatic strategies employed by advertisers to persuade or manipulate audiences. By
analyzing Christian handbills for compliance with Grice’s Cooperative Principle (CP) and its
maxims, they find that many advertisements violate the maxim of quantity, providing less
information than needed for meaningful interpretation. This lack of cooperation diminishes the
effectiveness of the advertisements.
Nwankwegu (2016) investigates ideological assumptions and covert communications in Christian
advertising through the lens of Relevance Theory. This study suggests that advertising
communication relies heavily on inferences and assumptions, facilitating the interpretation
process. Nwankwegu posits that Christian advertisers and their audiences share common values,
which can be explored by analyzing the interaction between the reader and the context within the
language of Christian advertising. The relevance-theoretic approach reveals that religion and its
services are marketed similarly to products, with advertisements promising spiritual and material
benefits. However, these benefits are often abstract and challenging to evaluate.
Gaps in the Literature
Despite the extensive research on advertising language, gaps remain in understanding the
relationship between syntactic complexity and advertising effectiveness. While many studies have
focused on traditional advertising mediums, there is a need for more research on digital and social
media advertisements, where syntactic strategies may differ. Furthermore, the alignment of current
advertising practices with Leech's Standard Advertising Language has not been extensively
revisited in recent years, particularly in the context of evolving consumer preferences and digital
communication trends.
METHODOLOGY
This study employed a qualitative analysis to examine the pragma-syntactic features of advertising
language in a selection of 13 advertisements. These advertisements were randomly chosen from
both online and physical campaigns, with a particular focus on billboard advertisements. The
random selection process ensured a diverse representation of advertisement types, target
audiences, and product categories, hence providing a comprehensive overview of contemporary
advertising practices in Nigeria.
The data collection involved sourcing the selected advertisements from various platforms,
ensuring a mix of online digital advertisements and physical billboard campaigns. Each
advertisement was carefully documented, capturing the text and visual elements to facilitate a
thorough analysis. The pragmatic and syntactic features of the advertisement texts were then
analyzed using established linguistic frameworks. Pragmatic analysis focused on identifying
speech acts, implicatures, and politeness strategies, while syntactic analysis examined sentence
structures, clause types, and grammatical elements. The intersection of these analyses, termed
pragma-syntactic analysis, was also explored to understand how pragmatic and syntactic features
interact to create persuasive messages.
Results from the analysis were systematically tabulated to highlight the syntactic, pragmatic, and
pragma-syntactic features observed in each advertisement. This tabulation provided a clear,
comparative overview of the linguistic strategies employed across the different advertisements.
The study’s methodological approach ensured a rigorous and detailed examination of the language
used in advertising, offering valuable insights into how syntactic structures and pragmatic
strategies are employed to influence and engage audiences.

DATA ANALYSIS: PRAGMA-SYNTACTIC FEATURES OF THE SELECTED

ADVERTISEMENTS
SN Advert Syntactic Analysis Pragmatic Analysis Pragma-syntactic
Analysis
1 LIFE IS TOO Sentence Type: Pragmatic Features: Pragmatic Elements:
SHORT Declarative Emphasizes urgency Implies urgency and
FOR BETTER Syntactic and enjoyment. prioritization of
TASTE Features: Parallel Implications: enjoyment.
Free delivery. structure ("Life is Encourages Syntactic Features:
22555 too short" and "for indulgence in high Ellipsis suggests that
better taste"), quality food now time is limited for
(Foodlight) creating a catchy rather than later. waiting, suggesting the
and memorable Unspoken Message: urgency.
statement. It Life is fleeting;
suggests urgency prioritize pleasure.
and enhances
persuasiveness.
2 BE AMBITIOS. Sentence Type: Pragmatic Features: Pragmatic Elements:
NOT THIRSTY. Imperative Contrasts ambition Encourages focus on
DIET COKE. followed by a with temporary goals rather than
You’re on. fragment. desires. desires.
Syntactic Implications: Syntactic Features:
(Coca Cola) Features: Contrast Prioritize long term Parallel structure
between being goals over short term contrasts ambition with
"ambitious" and gratifications. thirst, emphasizing
"not thirsty" is Unspoken Message: choice and priority.
emphasized by the Choosing this product
abruptness, aligns with ambition
creating a strong, and success.
motivational
impact.

3 SHOP YOUR Sentence Type: Pragmatic Features: Pragmatic Elements:

EVERYDAY Imperative Highlights Promotes convenience
ESSENTIALS Syntactic convenience and and reliability.
ON JUMIA Features: Direct reliability. Syntactic Features:
command Implications: Simple sentence
(JUMIA) encourages action, Suggests ease and directly instructs
with specificity in accessibility of action, making it
"your everyday shopping online. relatable and clear.
essentials," making Unspoken Message:
it relatable and Jumia is your go to
inviting. for daily needs.

4 WE KNOW Sentence Type: Pragmatic Features: Pragmatic Elements:

WHAT KEEPS Declarative Establishes empathy Establishes empathy
YOU UP Syntactic and a personal and invites
Let’s talk Features: Personal connection. engagement.
tone with "we Implications: Invites Syntactic Features:
(MTN) know" establishes open communication Combination of
a connection with about concerns. declarative and
the audience, Unspoken Message: imperative creates a
making it engaging We understand your personal connection
and prompting problems and are and invitation.
curiosity. here to help.

5 Nike Sentence Type: Pragmatic Features: Pragmatic Elements:

COME Imperative Promotes unity and Encourages unity and
TOGETHER Syntactic immediate action. immediate action.
Right Now Features: Use of Implications: Syntactic Features:
the imperative Encourages gathering Imperative form creates
(Nike) "come together" and collective a sense of urgency and
creates a sense of experience. collective action.
 urgency and unity, Unspoken Message:
while "right now" Joining together now
adds immediacy. is essential and
beneficial.

6 SAY IT WITH Sentence Type: Pragmatic Features: Pragmatic Elements:

PEPSI Imperative Suggests using the Suggests shared
Syntactic product to express experiences and
(Pepsi) Features: feelings. communication.
Encourages Implications: Pepsi Syntactic Feature:
expression through facilitates Imperative encourages
the product, communication and use of the product to
making it versatile celebration. express emotions,
and relatable. The Unspoken Message: enhancing relational
imperative form is Pepsi is a medium for context.
direct and shared experiences.
persuasive.

7 THERE’S Sentence Type: Pragmatic Features: Pragmatic Elements:

NOTHING LIKE Declarative Emphasizes Creates intrigue and
IT Syntactic uniqueness. uniqueness.
Pepsi Features: Simple Implications: Syntactic Features:
sentence structure Suggests that the Simple sentence
(PEPSI) enhances clarity product is emphasizes exclusivity
and memorability, unparalleled. and curiosity.
suggesting Unspoken Message:
uniqueness and This product stands
superiority. out from the
competition.

8 God ducks! Sentence Type: Pragmatic Features: Pragmatic Elements:

DRINK PEPSI Exclamation Shocking Shocks and commands
followed by an exclamation followed attention.
(PEPSI) imperative. by a command. Syntactic Features:
Syntactic Implications: Grabs Exclamatory phrase
Features: The attention combined with an
exclamation grabs dramatically, then imperative creates an
attention, followed directs toward the emotional response.
by a direct product.
command, creating Unspoken Message:
a playful yet Pepsi is exciting and
compelling worth trying.
message.
9 Pepsi-Cola Sentence Type: Pragmatic Features: Pragmatic Elements:
Born in Bern, NC Declarative Emphasizes heritage Emphasizes heritage
1808 Syntactic and authenticity. and authenticity.
Features: Provides Implications: Syntactic Features:
(PEPSI) historical context, Highlights the Declarative statement
establishing brand’s longstanding links brand to historical
heritage and history. significance, enhancing
credibility. The Unspoken Message: trust.
structure is Trust our product
straightforward and because of its rich
informative. heritage.

10 EVEN THE Sentence Type: Pragmatic Features: Pragmatic Elements:

PRESIDENT Declarative Appeals to authority Appeals to authority
BANKS WITH US followed by an and challenges the and challenges the
What’s you interrogative. audience. audience.
excuse? Syntactic Implications: If a Syntactic Features:
Features: The high status person Declarative followed
(Union Bank) declarative builds trusts us, so should by interrogative
authority, while the you. provokes thought and
question challenges Unspoken Message: self-reflection.
the audience, Banking with us is
prompting prestigious and
reflection and credible.
engagement.

11 Enjoy Sentence Type: Pragmatic Features: Pragmatic Elements:

0% CHARGES Imperative Highlights financial Highlights benefits and
ON YOUR followed by a benefits. savings.
TRANSACTIONS. declarative. Implications: Syntactic Features:
Make free Syntactic Emphasizes cost Imperatives clearly
deposits and Features: The savings and communicate
withdrawals. imperative "enjoy" convenience. advantages, promoting
creates an inviting Unspoken Message: action.
(Moniepoint tone, with the Our services offer
Agents – Imo following sentence significant economic
State) providing details, advantages.
enhancing appeal.

12 Experience a Sentence Type: Pragmatic Features: Pragmatic Elements:

card that works. Imperative Emphasizes Promises reliability and
Syntactic reliability. efficiency.
(Moniepoint Features: Simple, Implications: Syntactic Features:
Agents – Abia direct command Suggests a hassle free Simple imperative
State) inviting the experience with this suggests
audience to try the card.
 product, Unspoken Message: straightforward
highlighting You can count on our benefits.
functionality. card for seamless
transactions.

13 Pay without Sentence Type: Pragmatic Features: Pragmatic Elements:

story. Imperative Uses colloquial Emphasizes simplicity,
Make online and followed by a language to imply reliability, and
offline payments. declarative. ease. convenience.
Syntactic Implications: Syntactic Features:
(Moniepoint Features: Informal Payment processes Colloquial language in
Nigeria) tone in "pay are straightforward simple sentences
without story" and simple. reinforces ease of use.
appeals to Unspoken Message:
relatability, while Our payment services
the declarative are convenient,
offers practical reliable, and stress
information. free.
Discussion of Findings
1. Syntactic Structures and Their Effects
The analysis reveals that advertisers heavily rely on specific syntactic structures to enhance the
effectiveness of their messages. Imperatives, declaratives, and parallel structures are prominent
across various adverts, each serving distinct purposes:
Imperatives (e.g., "BE AMBITIOUS. NOT THIRSTY." and "SAY IT WITH PEPSI") command
attention and prompt immediate action from the audience. This direct approach is effective in
creating a sense of urgency and engagement.
Declaratives (e.g., "THERE'S NOTHING LIKE IT" and "Born in Bern, NC 1808") are used to
make statements that assert uniqueness, credibility, and historical significance. These statements
help establish trust and brand identity.
Parallel Structures (e.g., "LIFE IS TOO SHORT FOR BETTER TASTE") create rhythm and
enhance memorability. The repetition and balance in these structures make the slogans catchy and
persuasive.
2. Pragmatic Elements
Pragmatic analysis reveals that advertisements aim to convey messages that go beyond the literal
meanings of the words used. The pragmatic elements often involve creating emotional
connections, emphasizing benefits, and invoking social values:
Emotional Connections: Advertisements like "WE KNOW WHAT KEEPS YOU UP. Let’s talk"
establish empathy and personal connection with the audience, suggesting that the brand
understands and cares about the consumer's concerns.
Emphasizing Benefits: Ads such as "Enjoy 0% CHARGES ON YOUR TRANSACTIONS"
highlight specific advantages, appealing to consumers' desire for savings and convenience.
Social Values: "EVEN THE PRESIDENT BANKS WITH US. What’s your excuse?" appeals to
social proof and authority, suggesting that if influential people trust the brand, others should too.
3. Pragma-Syntactic Analysis:
The combined pragma-syntactic analysis demonstrates how syntactic choices enhance the
pragmatic impact of advertisements:
Imperatives and Urgency: The use of imperative sentences creates an immediate call to action,
while the pragmatic element emphasizes the necessity or benefit of acting quickly. For instance,
"COME TOGETHER Right Now" not only calls for unity but also emphasizes the urgency of
doing so immediately.
Declaratives and Trust: Declarative sentences often establish facts or assertions that build trust.
"Born in Bern, NC 1808" uses a simple declarative to assert historical credibility, leveraging the
pragmatic implication of longevity and reliability.

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Parallel Structures and Memorability: Parallel structures make slogans more rhythmic and easier
to remember. "LIFE IS TOO SHORT; FOR BETTER TASTE" uses a parallel structure to create
a memorable and persuasive statement that emphasizes the urgency of enjoying quality food now.
4. Unspoken Messages and Implications
The analysis also uncovers the unspoken messages embedded within the advertisements:
Urgency and Enjoyment: Ads like "LIFE IS TOO SHORT; FOR BETTER TASTE" suggest that
life is fleeting and one should prioritize enjoyment and quality, appealing to the consumers' sense
of urgency and desire for pleasure.
Ambition and Success: "BE AMBITIOUS. NOT THIRSTY." subtly conveys that choosing Diet
Coke aligns with being ambitious and focused, associating the brand with success and long-term
goals.
Convenience and Reliability: "SHOP YOUR EVERYDAY ESSENTIALS ON JUMIA" implies
that Jumia is a reliable and convenient option for daily needs, promoting the brand as a go-to
solution.
The findings of this analysis illustrate the strategic use of syntactic features to enhance the
pragmatic effectiveness of advertising language. Advertisers carefully craft their messages using
imperative and declarative sentences, parallel structures, and other syntactic tools to create
memorable, persuasive, and emotionally resonant advertisements. The unspoken messages and
pragmatic implications embedded within these syntactic choices play a key role in influencing
consumer behavior and perception, thus, highlighting the intricate relationship between syntax and
pragmatics in the language of advertising.
Conclusion
This study has highlighted the crucial interplay between syntactic and pragmatic features in
advertising language, illustrating how these elements combine to create compelling and persuasive
messages. Through our analysis, several key findings emerge:
1. Syntactic Structures and Their Effects: Advertisers frequently use specific syntactic structures—
such as imperatives, declaratives, and parallel constructions—to capture attention, assert brand
identity, and enhance memorability. Imperatives prompt immediate action, declaratives build trust
and credibility, and parallel structures create rhythmic and memorable slogans.
2. Pragmatic Elements: Beyond their literal meanings, advertisements convey deeper, often
unspoken messages that resonate emotionally with audiences. These include establishing personal
connections, emphasizing tangible benefits, and appealing to social values and authority. For
example, empathetic language arouses a sense of understanding and care, while highlighting
benefits appeals to consumers' desires for convenience and savings.
3. Pragma-Syntactic Analysis: The integration of syntactic and pragmatic analysis reveals how
syntactic choices amplify pragmatic effects. Imperatives generate urgency, declaratives build trust,

97
and parallel structures enhance memorability and engagement. These choices ensure that
advertisements are not only clear and direct but also emotionally impactful and persuasive.
4. Unspoken Messages and Implications: Advertisements often carry implicit messages that
influence consumer behaviour subtly yet effectively. These messages can instill a sense of urgency,
align products with desirable traits like ambition and success, and emphasize the convenience and
reliability of services.
In all, the study underscores the strategic use of language in advertisements to influence consumer
behaviour and perception. By leveraging both syntactic and pragmatic features, advertisers can
craft messages that are not only attention-grabbing and memorable but also resonate deeply with
their target audience. This research contributes to a deeper understanding of the complex dynamics
of advertising language, and offers valuable insights for advertisers, marketers, and linguists
interested in the power of language in persuasion and consumer influence.
Recommendations for Future Studies
1. Expanding Digital and Social Media Advertising Analysis
Future research should focus on the unique syntactic and pragmatic features of digital and social
media advertisements. As these platforms have become increasingly dominant, understanding how
language strategies differ from traditional media is crucial. Studies could explore how interactivity,
multimedia integration, and user-generated content affect the pragma-syntactic elements of
advertisements.
2. Cross-Cultural Pragma-Syntactic Analysis
Advertising language varies significantly across cultures. Future studies should investigate how
pragma-syntactic features function in different cultural contexts. This would involve comparing
advertisements from various linguistic and cultural backgrounds to understand how syntax and
pragmatics adapt to local norms, values, and communication styles.
3. Longitudinal Studies on Advertising Trends
Conducting longitudinal studies could provide insights into how the pragma-syntactic features of
advertising language evolve over time. Such studies could track changes in language use, syntactic
structures, and pragmatic strategies in advertisements across different decades, particularly with
the advent of new advertising technologies and platforms.
4. Impact of Demographic Variables
Future research should examine how demographic variables such as age, gender, education, and
socio-economic status influence the reception and effectiveness of pragma-syntactic features in
advertising. Understanding these dynamics could help advertisers tailor their messages more
effectively to different audience segments.
5. Neurocognitive Studies on Advertising Language

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Integrating neurocognitive approaches to study how pragma-syntactic features are processed by
the brain could offer valuable insights into the cognitive mechanisms underlying advertising
effectiveness. Techniques such as fMRI and EEG could be used to observe how different syntactic
structures and pragmatic elements activate specific areas of the brain associated with attention,
memory, and persuasion.
6. The Role of Visual and Multimodal Elements
Given the increasing importance of visual and multimodal elements in advertisements, future
studies should explore how these elements interact with pragma-syntactic features. This would
involve analyzing the synergy between text, images, sound, and video in creating effective
advertising messages.
7. Ethical Implications of Pragmatic Strategies
Investigating the ethical implications of pragmatic strategies in advertising is essential. Future
research could examine how certain pragmatic elements, such as implied promises or emotional
manipulation, impact consumer trust and brand integrity. Understanding the ethical boundaries of
advertising language can help develop guidelines for responsible and ethical advertising practices.
8. Consumer Perception and Feedback Mechanisms**:
Further studies could explore how consumer feedback mechanisms, such as reviews and social
media comments, influence the pragma-syntactic features of subsequent advertisements.
Analyzing this feedback loop could provide insights into how advertisers adjust their language
strategies based on consumer responses.
By addressing all or some of the areas recommended above, future research can continue to
uncover the intricate ways in which syntax and pragmatics work together to create compelling and
effective advertising messages. This will not only enhance academic understanding but also
provide practical insights for advertisers seeking to optimize their communication strategies.

References

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Cook, G. (2001). The Discourse of Advertising. London: Routledge.

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