STYLISTIC AND SYNTACTIC PECULIARITIES OF AUTOMOBILE ADVERTISEMENT (BASED ON THE MATERIALS OF ENGLISH AND GERMAN ADVERTISING)

Abstract

The article deals with an analysis of syntactical peculiarities of automobile advertising slogan in terms of stylistics based on the materials of English and German languages. It is found out that there are nominative and elliptical constructions, summarizing the main message and meeting the requirements of brevity of advertising slogan. Besides, there are complete sentences such as compound and complex sentences. Their main peculiarity is the use of the verb in Present and Future tenses. Rhetorical questions and exclamatory sentences have an emotional effect attracting the attention of the potential customer. The use of parallel constructions and parenthesis produce an effect of rhythmicality and facilitates the perception of advertising by the target audience. The choice of lexical means depends on the interests, status and mental features of the target audience.