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Grammatical features related to the construction of the structure in the advertising language sentence of the bank advertisements in The Economist
magazine. There are three grammatical features elements which analyzed. They are sentence structure, types of sentences and elipsis.
Here are the explanation of the analysis. Starting from number “1” is the first advertisements analyzed. The rest number is the next advertisement analyzed
until number 15.
1. Joint Dedication to Build a Beautiful China
China Construction Bank
The first bank advertisement is from China Construction Bank. This advertisement appeared on
January 18, 2014 in The Economist magazine. The
lexical elements found in the advertisement phrase is a proper noun China, since
proper nouns are name of countries. Proper nouns are written with initial capital letters. Quirk and Greenbaum, 1972: 160. China is one of the country names in
East Asia.
There is something new in this phrase. The usage of article “a” in the
proper noun China is to emphasize that there is only one China . The article “a” is
used before singular, countable nouns which begin with consonant sounds. The figurative language is not found in this phrase. The words in this
phrase are not using the figurative terms to express the thought in the phrase.
According to meaning this sentence have connotative meaning since
Build a Beautiful China means not really a beautiful in the country appearance, this is a bank advertisement, so the advertising sentence Build a Beautiful China
related to the “beauty” of the economic conditions in China.
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This bank advertisements is a phrase, not a sentence so that the sentence structure and the types of sentence cannot applied in this bank advertisement
because it is a phrase. A phrase is a group of words that are related but do not contain elements of subject and verb. Phrase can be in the shape of noun phrase,
adjective phrase, verb phrase, prepositional phrase, pronoun phrase and adverbial phrase. This bank advertisements is not a sentence because it haven‟t the complete
form as a sentence. The complete form of a sentence must have subject and predicate while there is no subject in this caption of bank advertisements.
Ellipsis found in this bank advertisement. Phrase is not a complete
sentence so there‟s missing word. The complete sentence should be This is a Joint Dedication to Build a Beautiful China. The postition of the ellipsis is initial
position and the type of ellipsis is situational ellipsis. There are two distinctive features found in this advertisement. First, lies on
the lexical feature in this advertisement phrase. The use of article “a” in the proper noun China is something new. Proper noun uses a capital letter in the beginning of
the word to give the specification to the name. The use of arcticle”a” in this advertisement phrase give more specification and emphasize that there is only one
“China”. Article “a” is used to a singular noun and before noun. The second distinctive feature found in this advertisement is in the
grammatical features. The uncomplete words in this advertisements make the structure of a sentence cannot apply in this advertisements beacuse there is no
subject in this advertisement, so that this advertisement included as a phrase. The
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missing words lie on the beginning of the phrase called ellipsis. Ellipsis is used in order to make short and effective words.
2. This year in business, t
