STYLISTIC FUNCTIONS OF DIFFERENT TYPES OF THE SENTENCES IN THE GERMAN ADVERTISEMENTS SLOGANS (BASED ON THE MAGAZINE “BRIGITTE”)

Abstract

In the suggested research the features of the slogan, syntaxes peculiarities were investigated and the stylistic functions were analyzed. It was established that the effect of the infl uence on the recipient on the syntaxes level was gained by using the different types of the sentences: ellipses, full sentences, questions, imperative, exclamatory and word combinations. Their function is to make the slogan clearer, noticeable, infl uential. The most used (44%) were ellipses slogans. Their functioning was caused by two factors: providing the economization of the language and creating the useful for the advertiser stylistic approach to the communicative language. There advanced syntaxes structure are not often used in the slogans (3,35%), much bigger amount of the slogans are simple sentences (15,65%). Exclamatory sentences also take a big part of the advertising slogans (14%). They are used for the adding of the emotional shade and for making the slogan more lively. Slogans in the form of questions (often rhetoric) sentences (10%) are used because of the aim to make the recipient think about the importance of the suggested product and its taking into consideration, paying attention on it or for agreeing on it. There are also slogans in the form of
imperative sentences (8%). The presence of the small amount of the slogans in the form of word combination (5%) can be explained that the advantage has elliptic sentences, which laconic, but more expressive, clear and understandable present the product.