A Syntactic Analysis Of Brand Endorsing Catch Lines

Abstract

The study looks over the syntactic analysis of the language used in taglines for advertising cosmetics products in India. The research design of this study is descriptive qualitative. For this purpose, 30 taglines were randomly selected from four popular websites focusing on beauty and skin care products. The results show that five kinds of phrases are used for advertisement tag-line/slogans, they are: (1) verb phrases, (2) noun phrases, (3) prepositional phrases, (4) adverb phrases, and (5) adjective phrases. The results also show that the most occurring syntactic units in the tag-lines are Noun followed by Verb, Adjective and Adverb. we found two types of syntactic constructions: 1. Sentential and 2. Phrasal. Also, two types of sentences namely declaratives and Imperatives have been used in most of those taglines which form a full sentence in itself. In some of the sentential taglines subject has been dropped probably to shift the focus of buyers more on the verb, which are more conducive to persuade buyers for buying. Besides, the phrase-like formation of tagline are mostly noun phrases.