Valency of verbs in sentential advertising slogans

Abstract

This article outlines structural patterns of advertising slogans. The earlier-introduced fundamentals are briefly presented, and the new principles, the slogan's length and its imperative content serving as a powerful directive tool are investigated. We verify the assumption that, due to the minimum effort in the cognitive processing of slogans, a great deal of slogan writing will be governed by monovalent and divalent imperative structures, whereas the more complex structures (trivalent and quadrivalent ones) will be of niche occurrence.