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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)
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.
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.
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
mood that notes or pertains to the mood of the verb used for ordinary objective statements, questions, etc.

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

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

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

mood used to express a proposition whose validity is dependent on some condition.
Tricky Verb Pairs
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.
a punctuation mark (;) indicating a pause, typically between two main clauses, that is more pronounced than that indicated by a comma.
Commas in a Series:
used when separating a list of three or more items.
a punctuation mark (") used to show the beginning or end of a dialogue, or to cite text from a source.
a series of three or more periods (...) inserted into a sentence to indicate a pause or silence.
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)
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)
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)
Irregular: "Can’t get to
?" (Ad 14)
Passive: "
This land
was made for you and me." (Ad 15)
Active: "
- it’s Dentastix time!" (Ad 16)
Sit: "Glad you’re
down sir." (Ad 17)
Rise: "
Up!" (Ad 18)
Lie: "He
." (Ad 19)
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)
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)
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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