Straipsnis Internetinės reklamos tekstų atributinių junginių struktūra ir raiška

The Structure and Expression of Attributive Word Phrases in the Texts of Online Advertising

Summary. Advertisement is one of the most common text types in contemporary society. The syntactic features of the advertisement published on Lithuanian websites have not been well researched. Based on the data of the websites of Lithuanian telecommunication companies, the study of the structure of attributive word phrases used in the texts of online advertising is presented in the article. The typological analysis of the structure of attributive word phrases used in online advertising led to the following conclusion: the attributive word phrases of more complex structure are slightly more prevalent than simple attributive word phrases. A single text of online advertising often contains several simple and several more complex attributive word phrases. The dependent component of a simple attributive word phrase is usually expressed by an adjective which does not only seek to communicate objective information – to characterize a specific good or service – but also to render an emotional impact on the addressee (skaidri kainodara, geriausios kainos, ištikimiausi klientai). An obvious tendency to form the sets of attributive word phrases can be observed – the principal component is linked with more than one independent word by several relations (maža minimali sąskaita, visi esami ir nauji privatūs mūsų klientai). The frequent use of attributes in larger groups (various chains and sets of attributive word phrases, combined attributive word phrases) is determined by the peculiar features and intentions of online advertising texts – to inform, persuade and remind consumers of a company or its goods.

Keywords: text of online advertising, attribute, structure of attributive word phrase, simple attributive word phrases, complex attributive word phrases, chain of attributive word phrases, set of attributive word phrases, combined attributive word phrase.