Abstract

LAMAS, ALKYS. Its flavor tempts... Analysis of subjectivity and transitivity in advertisements. Cuad. linguist. hisp. [online]. 2015, n.26, pp.121-138. ISSN 0121-053X.

Advertising language responds to non-neutral language eminently oriented operations to causes that mediate between the limitations of space, the obligation to provide the consumer with an exact idea of the product and adherence to the connotative values and rhetorical devices. This research analyzes the syntactic procedures used in a set of 15 selected advertisements. It is considered: a) transitivity and its application in syntactic patterns manifest in advertisements; and, b) the inclusion of the person as syntactic and discursive strategy. Among the results are: the predominant use of predicative and adjective adverb function, and recurrent treatment applying formulas and reflexivity, high frequency recording transitive use of syntactic patterns and preeminence of the distinction of qualities or powers by the issuer / publicist to the receiver / buyer and preeminence of nouns and adjectives related to the conditioning of the existence of the receiver / buyer.

Keywords : transitivity; subjectivity; advertisements.

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