Body Copy Grammar In Commercial Advertising
Body Copy Grammar In Commercial Advertising

Summary/Abstract: Abstract. The function of body-copies within the advertising mechanism is to endorse and substantiate the claims about product attractivity, exceptional qualities and features that have been made in the headline. This paper is an empirical study of the linguistic structures that advertisers employ at body copy level in print commercial advertising, as well as their functions. The contrastive linguistic approach within a Systemic Functional Grammar framework covers the frequency, complexity and functions of different structures, including transitivity of processes, negation, structural and logical relationships between clauses within the copy grammar

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