Abstract: The purpose of this paper is to give a formal description of two unusual features of the noun phrase in English print advertising: its ability to operate as an independent clause in all areas of an ad — headline, subhead, signature line and text — and its complex premodifying structures. Premodification in the noun phrase is characterized by the abundant use of comparative and superlative adjectives and of colourful compounds, and by the tendency to place the product (or trade) name in first or early position in lengthy designations. This last, unusual feature disrupts the traditional word-order of premodifying adjectives in the noun phrase. Examples selected for analysis are chiefly from current (1993–1996) Canadian and American newspapers and magazines.
Publication Year: 1998
Publication Date: 1998-02-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 40
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