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Grammar in Advertisements

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Brannon Talbott

on 17 March 2015

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Transcript of Grammar in Advertisements

Grammar in Advertisements
Brannon Talbott and Matthew Goncalves
Grammar is used all the time in everyday life; especially in advertising.
The following examples are all from real advertisements.
Hammer the Grammar
Sentence Structure
Simple Sentence:
a sentence consisting of only one clause, with a single subject and predicate.
Compound Sentence:
a sentence with more than one subject or predicate.
Complex Sentence:
a sentence containing a subordinate clause or clauses
Compound-Complex Sentence:
a sentence having two or more coordinate independent clauses and one or more dependent clauses.
Simple: "15 minutes can save you 15% or more on car insurance." (Ad 1)
Compound: "Go grilled with our new Chicken Tuscano served with creamy parmesan risotto, or go succulent with our new shrimp penne." (Ad 2)
Clauses
Independent Clause:
a group of words that contains a subject and verb and expresses a complete thought.
Adjective Dependent:
clauses that modify nouns and usually begin with a relative pronoun and sometimes with a subordinating conjunction.
Adverb Dependent:
clauses that modify verbs and begin with subordinating conjunctions.
Noun Dependent:
clauses that name a person, place, thing or idea. Since it acts as a noun, it can be a subject, object, a subject complement, an object complement or an appositive.
PHRASES
Prepositional Phrase:
a modifying phrase consisting of a preposition and its object.
Appositive Phrase:
a noun or noun phrase that renames another noun right beside it.
Gerund Phrase:
phrase that begins with gerund, an -ing word, and will include other modifiers and/or subjects.
Infinitive Phrase:
a group of words consisting of an infinitive and the modifier(s) and/or (pro)noun(s) or noun phrase(s).
Participial Phrase:
used as an adjective phrase to modify a noun or pronoun. It includes the participle together with its modifiers, objects, or predicate words.
Verbs
Irregular Verb:
a verb in which the past tense is not formed by adding the usual -ed ending.
Passive Voice:
a grammatical construction where the noun or noun phrase that would be the object of an active sentence appears as the subject of a sentence with passive voice.
Active Voice:
a grammatical construction where the verb of a sentence is in the active voice -- the subject is doing the acting.
Verb Mood
Indicative:
mood that notes or pertains to the mood of the verb used for ordinary objective statements, questions, etc.

Imperative:
mood that forms commands or requests, including the giving of prohibition or permission, or any other kind of exhortation.

Interrogative:
mood that forms questions to elicit answers and/or exposition.

Subjunctive:
mood that expresses actions that have not yet occurred/won't occur.

Conditional:
mood used to express a proposition whose validity is dependent on some condition.
Tricky Verb Pairs
SIT/SET
RISE/RAISE
LIE/LAY
PUNCTUATION
Colon:
a punctuation mark (:) indicating
that a writer is introducing a quotation or a list of items or that a writer is separating two clauses of which the second expands or illustrates the first.
Semi-Colon:
a punctuation mark (;) indicating a pause, typically between two main clauses, that is more pronounced than that indicated by a comma.
by:
Commas in a Series:
used when separating a list of three or more items.
Quotations:
a punctuation mark (") used to show the beginning or end of a dialogue, or to cite text from a source.
Ellipsis:
a series of three or more periods (...) inserted into a sentence to indicate a pause or silence.
Dash:
used to set off a word or phrase after an independent clause or to set off a parenthetical remark.
The End
Complex: "If something goes wrong, we find a scapegoat." (Ad 3)
Compound-Complex: "The name your price tool isn’t witchcraft, and I didn’t turn your daughter into a rooster; she just looks like that." (Ad 4)
Examples
Examples
Independent: "
We’ve changed from Domino’s Pizza to Domino’s
because we’re more than pizza." (Ad 5)
Adjective Dependent: "There’s this monster with big horns, huge eyes,
and puffy fur
." (Ad 6)
Adverb Dependent: "Narwhal, Narwhal swimming in the ocean,
causing a commotion
." (Ad 7)
Noun Dependent: "...because every moment matters,
and so does your network
." (Ad 8)
Examples
Prepositional: "...
to the table
." (Ad 9)
Appositive: "The all new Honda HR-V,
the five door compact SUV
." (Ad 10)
Gerund: "
Eating Pringles
for lunch, lunch…" (Ad 11)
Infinitive: "...
to pump
..." (Ad 12)
Participial: "
Before Little Caesars created the new bacon wrapped deep, deep dish pizza topped with pepperoni and bacon and wrapped with three and a half feet of bacon, we only had one question, is this much bacon even legal?
" (Ad 13)
Examples
Irregular: "Can’t get to
sleep
?" (Ad 14)
Passive: "
This land
was made for you and me." (Ad 15)
Active: "
Smile
- it’s Dentastix time!" (Ad 16)
Examples
Sit: "Glad you’re
sitting
down sir." (Ad 17)
Rise: "
Rise
Up!" (Ad 18)
Lie: "He
lies
." (Ad 19)
Examples
Indicative: "
This is combine training
." (Ad 20)
Imperative: "
Tell me now!
" (Ad 21)
Interrogative: "
How do you hit it better than that?
" (Ad 22)
Conditional: "
I hate to think what could happen if Max brings fleas into the house
." (Ad 24)
Examples
Colon: "…that you’re the best player on
:
the street, the team, the pitch, the league, the country, the world." (Ad 25)
Semi-Colon: "I get to pick it
;
definitely a warm, buttery lobster roll." (Ad 26)
Comma Series: "
Pants, tops, and jeans
are up to 40% off." (Ad 27)
Quotations:
"
Who’s got the swag now?
"
(Ad 28)
Ellipsis: "...because unlimited

" (Ad 29)
Dash: "Oh, good idea
-
I’ll bring Lays." (Ad 30)
Subjunctive: "
If I was a flower growing wild and free all I’d want is you to be my sweet honeybee.
" (Ad 23)
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