THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
9
STATISTICAL DESCRIPTION OF SYNTACTIC CONSTRUCTION OF
ADVERTISING TEXTS
Yunusova Sh.M.
PhD, Associate Professor, Tashkent
Institute of Management and Economics
https://doi.org/10.5281/zenodo.15623060
Abstract.
The article is devoted to studying the syntactic features of the
advertising text, which reflects the active processes in the modern Uzbek
language system. The paper analyzes external, internet, and TV advertising texts.
Keywords:
advertising text, grammatical, lexical units, stylistic means,
syntactic construction, simple sentence, compound sentence
Annotatsiya.
Ushbu maqolada hozirgi zamon o‘zbek tili tizimida faol
jarayonlarni aks ettiruvchi reklama matnining sintaktik xususiyatlariga
bag‘ishlanadi. Tashqi, internet, TV reklama matnlari tahlilga tortiladi.
Kalit so‘zlar:
reklama matni, grammatik, leksik birliklar, stilistik vositalar,
sintaktik konstruktsiya, sodda gap, qo‘shma gap.
Аннотация.
Статья
посвящена
изучению
синтаксических
особенностей рекламного текста, отражающего активные процессы в
системе современного узбекского языка. В статье анализируются тексты
внешней, интернет- и телевизионной рекламы.
Ключевые слова:
рекламный текст, грамматика, лексические
единицы, стилистические средства, синтаксическая конструкция, простое
предложение, сложносочиненное предложение.
Currently, advertising has penetrated almost all areas of our lives. Despite
the fact that the concept of advertising plays an important role in society and is
widely used in everyday life, it is considered as one of the controversial topics in
modern scientific literature. In addition, the concept of advertising is analyzed
from different points of view, and each approach is diverse due to its diversity.
If the criterion of historical chronology is used, then it is shown that this is
one of the forms of communication, as the first part of advertising. It is initially
aimed at forming interpersonal relations between participants in market
relations in the process of selling products. Ancient traders formed these
connections literally with the spoken word. Outlets were billed as high-profile
and repeat reviews of sellers. Therefore, it is no coincidence that the word
"advertising" comes from the Latin word "reclamo," that is, "bayrkok," "cyrmak,"
"buymak." In this context, we can agree that the etymology of the word
"Advertising" is related to the fact that the main function of etymology is
information (information transmission) on oral social data channels, and the
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
10
advertising board is carried out by the product owner, aimed at certain
purposes, focused on a certain circle of people (target audience). This approach
to understanding advertising is supported by many other experts. For example,
the American Marketing Association (AMA) describes this as follows:
"Advertising is any paid form of providing and promoting products, ideas, or
services without an identity on behalf of a known sponsor" [1; 98].
English advertising specialist F. Defkins refers to the description of the
British Institute of Advertising Practice: "Advertising is the most reliable and
affordable way to inform future consumers about a specific product or service"
[2; 45]. As you can see, he also considers advertising a form of communication.
Advertising is a modern way of advertising goods and services. Currently,
advertising is successfully developing and improving.
Suggestions of the advertising text are determined depending on the scope
of its use. This factor has a particular impact on the type of print advertising. To
achieve its goals, advertising text is forced to make the most of language tools. In
a sense, the advertising message is a kind of concentration of language means:
minimal words are used and maximum information is provided.
The pragmatic direction of advertising text requires the choice of
grammatical, lexical units, stylistic tools, special syntax, printed materials and
elements of various sign systems.
The basic unit of syntax is a sentence. The main tool of formation,
explanation and expression of opinion is a syntactic unit formed on the basis of
the laws and rules of a certain language. The main functional feature of speech is
communicativity, that is the task of expression and explanation. Language is the
most important mean of expressing opinion among people, and therefore it is
the main tool that creates this function of language. Neither word nor phrase can
perform this task. Their task is to name things and events, signs, actions, that is,
a nominative problem [3; 22].
The creation of text advertising at the syntactic level is aimed at attracting
the attention of the consumer and maintaining his interest. In addition, for the
successful realization of the main advertising goal, that is, the sale of goods,
there are certain models for organizing information in the advertising texts, and
for its successful implementation, topics in the advertising text play an
important role.
200 different texts of outdoor advertising, Internet, TV advertising were
collected and analyzed in the Republic of Uzbekistan. Let's take a closer look at
how to create ad text using the example below (see Table 1).
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
11
Table 1.
1 Declarative
sentence
Rasulov GI - dynasty of high-quality doors
2 Question
Need furniture? ARCA Furniture Center
3 Imperative sentence MY_MED– appreciate your health!!!
4 Emotional sentence Mirois made for health and pleasure!
5 Unemotional
sentence
PayMepreaparing for an important event
6 Sentence with two
basic parts
Mello Marshmallow is sweet and delicious,
soft, pleasant.
7 Denominative
sentence
KDB BANK Investment into the future.
8 Single
word
sentence
Driving school. Super sale. «В» «ВС» «С»
categories.
9 Complete
denominative
sentence
Online deposits are reliable and profitable.
Hamkorbank
10 Incomplete
denominative
sentence
Face to face with trust. TRASTBANK
11 Impersonal
incomplete
denominative
sentence
Соса-соlа. Drink with love.
12 Uncomplicated
complete
denominative
sentence
Splash.Clean water from nature for your
home and office.
13 Simple compound
sentence with a
compound clause
EDISON– is a completely new, high-tech,
wonderful residential complex located in the
capital.
Simple sentences with two basic parts can be called a unique source of
expression and semantic completeness of speech, since they have complete
information on both the topic and the movement button. Such sentences have a
special meaning, and their understanding always has one meaning.
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
12
In the same sentences , predicativity is expressed by one head and denotes
an object (name) or movement (person specific, person indefinite,
mismanagement) and thereby focuses on them. In these syntactic units there is
always a text under the text, a hidden meaning, thanks to which these units will
have the power of psychological influence on a person.
Unlike simple words, advertising texts use little. This is laconism of speech
in Uzbek ("Greek laconismos - brevity - brevity and clarity in the presentation of
opinion”
1
)is validated basing on the same comcept. For example,
Buy 100 m3 of
concrete and get a three-hour free automotive concrete pump service! Drink Fanta,
rejoice!
advertising texts are examples of joint advertising which is rare in
Uzbek. As you know, non-participation of subject in sentence in Uzbek language
is normal. This is because morphological means (personality forms) indicating
the noun have the ability to exist in predicate. In the above advertising texts, the
available predicates (
buy, own, drink, pay
) also allowed the subject (in all cases
words should have acted as subject ) and thereby shorten the text. Only 20
percent of the volume of selected advertising texts are joint conversations,
because 1) the cost of advertising in all periods and economic requirements
require this; 2) during the development of social networks, the attention of
users can be explained by a large number of attracting tools (joint conversations
require long attention). It should be noted that most of the texts of advertising in
the format of a joint conversation are complex joint statements (composed of
three or more simple sentences ).
Get cards, shop, and collect bonuses in a single
account! Korzinka.uz
Advertising texts of this nature testify to our opinion.
The ratio of simple and compound sentences in ad texts can be seen in the
following chart:
80%
20%
Basic sentences
Compound sentences
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
13
Compound sentences play a special stylistic role in advertising texts and
serve to increase their effectiveness and emotional scope. In advertising texts,
coherent fragments perform an aesthetic function in addition to a spiritual
function, they are a vivid example of a logical presentation of the material and
speech expression."The same formation, the same answer to the same question,
and the speaking with a counting tone"[4; 142] are considered important
emotional tools in attracting attention in compound sentences.For example,
Rengalin - for the treatment of dry and wet cough!As we know, "Estet" has doors
suitable for any taste and design.
The predicative parts in the advertising texts
(
dry and wet, taste and design
) also enriched the content of the text (which types
of cough are beneficial, what the doors are suitable for). It has also increased
advertising effectiveness (the support of the adopted word for pragmatic
purposes). 17 % of these sentences comprises compound parts. Most of the
classified advertising materials are advertisements for the advertised goods
(services) or their verification requirements (for example, medical
advertisements).Compound constructions have a large semantic capacity and
provide logical clarity when expressing an idea. It should be noted that the
enumeration of cohesive clauses without a conjunction emphasizes the
dynamism and tension of the situation, and multiple conjunctions help to create
a smooth, melodious tone, thus making the enumeration more extensive and
general. It is no coincidence that most of the parts of complex sentences are in
the form of organized clauses (For example, advertisements texts like
Play,
dance, have fun with ORIO! Always play!
).
The main task of the advertising text is to attract attention to a certain
product, product, object or event through a relatively short message. The brevity
and meaningfulness of noun phrases are suitable for this task, which leads to
their frequent use in advertising texts. Such texts using noun phrases are found
in contextual advertising. These advertising texts, despite their shortness, are
very bright and memorable due to the placement of the product name in a
separate sentence and unconventional graphic design.
In terms of the degree of use in advertising language, possessive sentences
take the second place among one-part sentences after noun phrases. Non-
possessive expressions are common in advertising language, which is constantly
enriched with the facts of everyday language. The use of non-possessive
constructions makes it possible to describe situations characterized by passivity,
to give an action a certain lightness and, if necessary, to highlight the action itself
or the situation without referring to any person.
THEORETICAL ASPECTS IN THE FORMATION OF
PEDAGOGICAL SCIENCES
International scientific-online conference
14
Most syntactic constructions have unlimited figurative expression
possibilities, which makes it possible to use them in creating effective
advertising texts. For example, noun phrases are essentially created for
description: by naming objects, decorating them with descriptions, advertisers
describe everyday life, conditions, and evaluate the world around them. In
advertising texts, the name of the advertised thing (service) is given as a noun
phrase. Adverb clauses are usually required to be interpreted by subsequent
clauses. According to its communicative function, the noun phrase indicates the
existence of the named object or event in the sentence.Adverbs are used to draw
attention before this next comment. Attention is the most important thing for
advertising texts. After all, "such statements indicate the existence of an object
or event at the present moment, confirm the fact of this existence"[5; 135].
Advertising texts using adverbial sentences (the following sentences are meant)
can be in the form of a compound sentence (
Teze'lon.uz. Find it quickly, sell it
quickly
) or in the form of a simple sentence (
Magne B6. Don't be too nervous
).
Verbal phrases make up 35% of the selected advertisements.
Speaking about the types of statements in advertising texts, we must not
forget that different types of words, different syntactic constructions perform
different stylistic functions in speech. In this sense, we can say that each
syntactic tool in the analyzed advertising texts has its own task in realizing the
advertising goal.
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2. Ромат, Е.В. Реклама - СПб.: Питер, 2008. - С. 45..
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