The realization of pragmatic potential of syntactic structures in an advertising text

The article delineates some issues of the pragmatic potential realization of a definite type of syntactic structures in advertising text that form a slogan or a tagline. Taking into account a vast number of approaches to the stated problem of an effective advertising text, the article tackles grammatical aspect of such texts. The approach is based on the thesis that a certain meaning is implied in the syntactic model which is forming a definite construction. It is pointed out that a typified sphere of appliance of such constructions forms the strategy of its perception and ubderstanding. The author notes that the formal aspect of an advertising text is not the only constituent of an effective advertising text, but the first to be perceived. It is stated that each type of a syntactic construction has its own potential of text-formation thus outlining a definite strategy of understanding it. Main syntactic structures tackled in the given article as main to form a slogan or a tagline areuni-component and bi-component utterances. In the given article they are taken as basic utterances which are usually used in ads. On the other hand other types of syntactic constructions are also used in advertising texts. Their usage can be determined by the correlation between the intention of the author and the pragmatic potential of the used syntactic construction.