Language of Advertisements in Tamil Mass Media

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LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 2 : 3 May 2002

Editor: M. S. Thirumalai, Ph.D.

Associate Editor: B. Mallikarjun, Ph.D.

Ph.D. Dissertation

Language of Advertisements in Tamil Mass Media

Sandhya Nayak, Ph.D.

2002 by Sandhya Nayak, E-mail: [email protected]. Ph.D. in Linguistics, Awarded by the University

of Mysore, 2000.

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CONTENTS

PREFACE Preface
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Chapter 1 Introduction

Chapter 2 Grammatical Aspects of Advertisements in Tamil

Chapter 3 Prosody and Figures of Speech of Advertisements

in Tamil

Chapter 4 Discourse Aspects of Advertisements

in Tamil

Chapter 5 Discussion and Conclusion

References

Appendix

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PREFACE

My thanks are due to Dr. K. Ramasamy who kindly supervised and guided my Ph.D. work. My thanks are due also

to the authorities of the Central Institute of Indian Languages for their generous permission to pursue my research

and their help throughout my research work. The love and concern of my husband Ravindra Shenoy and my kids,

Vijendra and Dhirendra, was a great source of strength to me during my research work.

I am grateful to the following persons who kindly helped me in various ways while I was engaged in my research

work on this topic: Dr.K.V.V.L.Narasimha Rao, Dr.K.Viswanatham, Smt.B.Syamalakumari, Dr.N.Nadaraja Pillai,

Dr.T.Kanagasabai, Dr.T.Manian, Dr.C.Sivashanmugam, Sri.C.K.Anandan, Dr.B.A. Sharada, Sri. Mir Nissar

Hussain, Smt. N.Vijaya, Sri.R.Parthasarathy, Sri.M. Srinivasan, Sri.C.K. Manikantan, Sri.M.Bhaskar Rao,

Sri.M.Parandhama Reddy, Sri.Tholkappian, Sri.M.Venugopal, my younger sister Ms. G. Kanchana, and Smt.

Thayamma.

I enjoyed reading and watching the Tamil advertisements in the mass media, and I do hope that this analysis of the

language used in the Tamil advertisements will help improve the communicability of the advertisements in Tamil.

I do believe that the advertisements have a useful role in educating the people and, if these are couched in a styleand language that is understood by many, these would even help strengthen the retention of literacy among the less

educated people.

Sandhya Nayak

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CONTENTS PAGE

CHAPTER 1

INTRODUCTION
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1.0. Introduction

`Words used in their proper order and in a pleasing manner would readily be accepted and obliged by the world'

says Thiruvalluvar (Circa 100 B.C., kuRaL: 648), an ancient Tamil poet, highlighting the importance of language

used in making human communication highly effective. This is true not only of language use in interpersonal

communication at an informal level but also in the fields of education, administration and mass communication at

a formal level. Mass communication plays a vital role in the overall development of the modern society through

quick dissemination of information pertaining to all aspects of life to a wider public. In this respect, the different

media used such as newspapers, magazines, radio and television aim at brevity, preciseness and clarity of

information besides attempting to inform, attract and persuade people towards certain action or change. In this

endeavour, the way language is used remains an important influencing factor, which demands a systematic study.

Advertising is a form of mass communication closely linked with the world of commerce and marketing. It is a

powerful tool for the flow of information from the seller to the buyer. It influences and persuades people to act or

believe. It is also something which affects most of us in a number of different spheres of our lives. It not only

influences any human society but also reflects certain aspects of that society's values and structure. There are many

special and specific reasons for using advertising in its several forms. Announcing a new product or service,

expanding the market to new buyers, announcing a modification or a price change, educating customers,

challenging competition, recruitment of staff and attracting investors are a few such reasons. In the process of

creating advertisements for all these reasons, language, i.e., choice of expression is of crucial importance. What

kinds of choices make an advertisement highly effective is something worthy to be studied from a linguistic

perspective.

1.1 Advertising - An Overview

Advertising is an indispensable component of all sorts of business. Commenting on the indispensability of

advertising in a business, Stewart H.Britt states in a higher vein `Doing business without advertising is like

winking a girl in the dark ; you know what you are doing, but nobody else does' (quoted in Chunawalla, 1985 : 1).

About the usefulness of advertising Madhu (1996) states as follows: `Advertising spurs economic development. It

engineers sales. It helps people and organizations find each other. It creates and sustains thousands of jobs-in

advertising agencies, in various promotion and exhibition industries. Governments everywhere are major

advertisers. They depend on advertisements to lure foreign investors and tourists. Governments advertise within

the country too-to recruit young men into army, navy and air force, to advise citizens about traffic, tax and drug

laws or about voting rights. Advertising gives the public the right to choose between many options, many brands.

It enables consumers to opt for the best quality or the lowest price or the best mix of quality and price. In the

absence of advertising, the public would be at the mercy of a few high-priced or low-quality brands' (p.16).


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According to Chunawalla (1985), the form of advertising for the transmission of information dates back to ancient

Greece and Rome, when criers and signs were used to carry information for advertising goods and services. This

practice was continued even during the middle ages. During the 17th century, when newspapers started appearing

in various parts of the world, newspaper advertising began to develop. However, the great break through for

advertising came only in the late 19th century, when technology and mass production techniques were sufficiently

developed. The field of advertising has been revolutionized after the advent of radio and television as popular

media of communication in this century. While the press could cover only the literate population, the radio and

television have widely covered both the literates and the non-literates. Television and Radio remain the most

popular media in urban as well as rural areas. Recently, during the 90s, the arrival of satellite television, internet,

web-marketing, e-biz and e-commerce has resulted in significant changes in the field (for details see Madhu, 1996;Kalidas, 1999).

Advertising is defined by Harris & Seldon (1962) as a public notice `designed to spread information with a view to

promoting the sales of marketable goods and services' (P.40). Advertising makes us to know what we have to sell

or what we want to buy and according to Sherlekar (1995), it is paid communication because the advertiser has to

pay for the space or time in which his advertisement appears. Advertising appears in the recognized media such as

newspapers, magazines, radio, television, cinema film, outdoor hoardings and posters, direct mail and transit (car

cards). The sole purpose of advertising is to sell something-a product, a service, or merely an idea through

effective communication.

Advertising in the print media is the oldest and the largest in terms of advertising billing. Advertisers spend more

money on newspapers and magazines than any other medium. In India, more than Rs.61/- out of every Rs.100/- is

spent on magazine advertising (cf Chunawalla, 1985; Vinayaga Moorthy, 1989), Advertising in magazines has its

own advantages. Magazine subscribers can keep the particular issue and read it several times. This shows that

magazine advertisements can get the full attention of the readers. Also, they are good in quality in terms of

printing and colour. The formal components of a magazine advertisement are: (1) headline, (2) body copy (3)

signature line (4) standing details and (5) illustrations. The headline usually appears on the top of the

advertisement and it is printed in bold types of different sizes. The message is conveyed with maximum brevity

and preciseness and in an attractive manner. The readers mostly rely on the headline for the relevant information.

The body copy includes the main part of the advertising message often divided into various sections under sub-

heads. The signature line mentions the brand name, which is accompanied by a price tag, slogan and trade mark.The standing details include cut out coupons, address of the firms etc. The illustrations are the printed visuals

depicting the product and/or the secondary participant. What is sold in magazine advertising is `space'.

Both radio and television are broadcasting media. Communication in radio is only through sound while it is

through a combination of sound, sight (picture) and motion in television (for details see Jefkins, 1973:275-6).

Radio demands only listening while television demand both listening and viewing. Both radio and television

advertisements are made attractive with the help of background music, voices on or off, product sounds and

different other sound effects. The motion picture gives an additional effect to the television advertisements. What

is sold in both the media is time. Since both radio and television involve oral communication, the demand for the

use of spoken style of language is more when compared with the magazines.

The advertisements can be classified into non-commercials and commercials on the basis of the object and purpose

involved in advertising. In non-commercial advertisements, selling and buying are not involved and certain ideas,

morals or appeals are communicated to the common public from government agencies or various associations and

societies. The purpose may be related to charity, political propaganda, or different social welfare measures.

Commercial advertisements are sub classified into commercial consumer advertisements and prestige

advertisements. The commercial consumer advertisements involve consumer goods such as cosmetics, medicines

etc., while the prestige advertisements include services like banking, insurance etc., Of the different classes of

advertisements, the commercial consumer advertisements are the most prominent in terms of both quality and

quantity.

A successful advertisement is expected to accomplish five functions namely (1) attracting attention (2)commanding interest (3) creating desire (4) inspiring conviction and (5) provoking action. (see Jefkins, 1973 ;

Vestergaard and Shrodder, 1985). All these five functions are inter related and in concert serve to promote the

selling power of the product advertised. In achieving these functions in the production of an advertising copy, an

effective use of language becomes all the more important. Commenting on the extreme care that one should take

with regard to the use of language in advertisements, Ranade (1998) states : `Incredible, the amount of damage one


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may cause with a slight play on words here and there, or a twist in the title, or even by the willful omission of a

single comma' (P.III).

1.2. Language of Advertising - Previous Studies

The study of language of advertising from a linguistic perspective has been attempted by several scholars (Leech

1966; Kumar 1978; Gopal 1980; Geis 1982; Vestergaard and Schrodder 1985; Manian 1986; Dhongde 1987;

Hemamalini 1989; Mencher 1990; Satyanarayana 1990; Venkatesa Raja 1991; Suresh 1992; Arokianathan 1993;

Manoharan 1994).

Leech (1966), in his pioneering and comprehensive study on English in advertising, has analysed in detail different

aspects pertaining to grammar, vocabulary, discourse and rhyme and rhetoric of advertising with special reference

to television. He has effectively related these aspects with the functional factors such as attention value,

listenability/readability, memorability and selling power. Illustration, display typography, vocal emphasis, prompt

spelling, grammatical solcism, metaphor and paradox are some of the aspects linked with attention value. Simple

and colloquial style and familiar vocabulary are connected with readability. Phonological regularities such as

alliteration, rhythm, rhyme and jingle are related to memorability. Frequent use of imperatives and superlatives are

connected with selling power. The distinctive property of advertising language has been closely identified with the

use of clauses, phrases and words as minor sentences, which constitute a different kind of grammar called as

disjunctive grammar.

Geis (1982) has made an attempt to describe how language is used in American advertising, especially television

advertising. He has focused on certain linguistic devices that figure most prominently in advertising. According to

him, the advertising claims employing the word 'help' as in phrases like 'helps to achieve' and comparative phrases

like 'more or less' are impressive because they are indistinguishable from the law like generic claims of scientists.

He has concluded that advertisers in general tend to prefer vague language rather than language with explicit

empirical consequences and to prefer subjective claims to objective claims.

Vestergaard and Schroder (1985) have studied the language use in commercial press advertising in relationship

with communicative functions of language such as expressive, directive, informational, metalingual, interactional,

contextual and poetic and the five advertising functions. The different textual aspects such as coherence andcohesion, topicalization, presupposition and entailment and participant roles have been studied in detail. They

have also identified the importance of imperatives and directive speech acts in encouraging the audience to buy the

products.

Mencher (1990) has looked into the aspect of vocabulary in advertising and identified ten words as the most

personal and persuasive. They are : 'new', 'save', 'safety', 'proven', 'love', 'discover', 'guarantee', 'results', 'you' and

'health'. The psychological impact of these words on the consumer has also been discussed.

In the Indian context, Kumar (1978) has analysed the linguistic and stylistic aspects of radio advertisements in

Hindi on the model of Leech (1966) and identified the structures related to different advertising functions.

According to him, the use of parataxis, compounds, layers of natural and nativized vocabulary, devices of non-segmental phonology are some of the aspects related to readability / listenability. Attention value is achieved by

embedded structures, minor sentences, style of writing system, nominal groups, idioms, figurative devices, jingles

and alliteration. The frequent use of nominal groups, jingles and alliteration contribute to memorability. The

selling power is linked with the use of hypotaxis, verbal groups, adjectives and adverbs and idioms in particular

and the entire language in general.

Dhongde (1987) has studied the common linguistic features of advertising English used in Indian newspapers and

magazines. The study includes graphological and phonological, lexical, phrasal, clausal and sentence level features

of advertising English. Some of the significant generalization of the study are: (i) there is a bit of over reliance on

words as key to persuasion ; (ii) short words, short sentences and short paragraphs are preferred for inducing easy

readership; (iii) some semantic strategies like including certainty rather than doubt, like being positive rather thannegative, like being universal rather than particular and like using commendatory rather than pejorative attributes

are commonly observed ; (iv) concrete and familiar words are deliberately chosen ; (v) a surprising element, a

dramatic appeal, unconventional linguistic behaviour, slight departures from language rules, innovation and

playing on words are introduced from time to time to make the copy attractive and (vi) keeping in the mind the


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limitations of space and the sense of formal beauty, language is disciplined to be expressed in a succinct and

precise manner.

In the context of advertising in Tamil, Gopal (1980) has analysed a few press advertisements linguistically and

observed that advertising Tamil is deviant at the grammatical level, which includes disjunctive clauses and

phrases. Similar observations have also been made by Manian (1986), who has also identified certain aspects

related to prosody and figures of speech which are specific to advertising Tamil.

The use of regional and social dialects of Tamil has been identified in the studies of Hemamalini (1989),

Arokianathan (1990) and Manoharan (1994). The election advertisements in Tamil have been studied bySatyanarayana (1990), whose observations are as follows: (i) words acquire special meaning, expansion of

meaning, generalization and amelioration ; (ii) English, Sanskrit and Urdu words have been borrowed in

accordance with the genius of Tamil language ; (iii) attributes, colloquial expressions and emphatic markers are

used; (iv) the occurrence of optative and interrogative sentences are frequent and (v) figures of speech such as

simile, ironical expressions and idioms are used. A sociolinguistic study of Tamil advertisements with special

reference to press media done by Venkatesa Raja (1991) ascertains the effective use of all the communicative

functions in the language of advertising. Gender variations in respect of advertising language has been studied by

Suresh (1992).

A comprehensive study of language of advertising in Tamil encompassing all the three media namely magazines,radio and television has not been done so far. The present study has been undertaken in response to the above

need.

1.3. The Present Study

The purpose of the present study is to analyse the language of advertisements in magazines, radio and television

and find out the differences in choice of expression among the three media.

The data for the study were collected from the advertisements published in Tamil magazines such as Ananda

Vikatan, Kumudam, Kunkumam, Idayam pecukiratu and Mangaiyar Malar, broadcast over All India Radio,

Madras and telecast over Sun T.V. The data covered 186 commercial consumer advertisements (magazines, 69;radio, 60; television, 49), 22 commercial prestige advertisements (magazines, 16; radio, 3; television, 3) and 7

non-commercial advertisements (magazines, 5: radio, 2). About 27 different products have been covered under

commercial consumer advertisements and 20 different services under commercial prestige advertisements. All the

non-commercial advertisements belong to a single item, AIDS. All the particulars about the advertisements

selected for the study are given in Appendix.

The language part of the advertisements were alone considered for analysis. The analysis was undertaken at three

levels, which include grammar, prosody and figures of speech and discourse. The grammatical analysis includes

different units of language placed in order of decreasing extent namely sentence, clause, phrase, word and

morpheme and the structures, classes, or systems involved in each unit. The study of prosody includes alliteration,

assonance, rhyme, rhythm and jingle and figures of speech includes simile, metaphor, personification, pun, etc.Form of address and style of discourse were considered for discourse analysis. The structural method of linguistic

analysis was in general followed in the lines of Leech (1966). For the different levels of analysis, the studies such

as A Grammar of Contemporary English by Quirk, et al (1972), A Grammar of Modern Tamil by Lehmann

(1989), Modern Studies in Tamil by Kothandaraman (1976), Advanced Studies in Tamil Prosody by

Chidambaranatha Chettiar (1942), Classical Tamil Prosody: An Introduction by Zvelebil (1989) and

Onomatopoeia in Tamil by Gnanasundaram (1985) were referred.

The comparative study among the three media was made at all the three levels of analysis, both qualitatively and

quantitatively.

The main study that follows this introduction is organized in four chapters. The grammatical aspects of the

advertising Tamil of all the three media are presented in Chapter 2. The different aspects related to prosody and

figures of speech are dealt with in Chapter 3. Chapter 4 includes discourse related aspects. In Chapter 5, the

findings of the study are interpreted and discussed.

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CONTENTS PAGE

CHAPTER 2

GRAMMATICAL ASPECTS OF ADVERTISEMENTS IN TAMIL

2.0. Grammatical Aspects

An attempt is made in this chapter to study the grammar of the language used in the advertisements of magazines,

radio and television and identify the different kinds of linguistic choices preferred in advertising. The study

includes an analysis of the different units of language placed in order of decreasing extent namely sentence, clause,

phrase, word and morpheme and the structures, classes, or systems involved in each unit. In the context of

analysing advertising English, Leech (1966) makes a distinction between discursive grammar and disjunctive

grammar based on the fact that the linguistic units such as clause, phrase and word, which are of dependent nature

in discursive grammar, are used independently as minor sentences in disjunctive grammar. The disjunctive

grammar is a deviation from the discursive grammar, which refers to the full grammar of a particular language.

The use of disjunctive grammar is prevalent in situations such as advertising, news reporting etc. The different

aspects pertaining to the discursive and disjunctive grammars of advertising Tamil are discussed in detail here.

2.1 Sentences

Nominal sentences, verbal sentences, interrogative sentences, cohesion between sentences and parataxis lacking

inter- sentential cohesion in the context of advertising language are dealt with in this section.

2.1.1 Nominal sentences

A nominal sentence has a noun phrase, or a nominalised adjective as complement in its predicate position. The use

of the copula aakum `is' after the complement is optional in Tamil. The nominal sentences used in the

advertisements do not normally make use of the copula. However, the use of copula is occasionally found in the

body copy of the magazine advertisements. The use of nominal sentence in the normal order as well as in its

topicalized version is predominant in radio and television copies and headlines and slogans of magazines.

Consider the following examples:

(a) Nominal complement as predicate
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1. pears carumattai cuttamaakka itamaana vazi (Magazine)

Pears skin-acc cleanse-inf soothing means

`Pears is a soothing means of cleansing the skin.'

2. ISO 9001 eeRRumatit tarac caanRitaz

export quality certificate

peRRa pukaz mikka Crompton Greeves

have-pst.rp reputed highly

niRuvanattin putiya paTaippu

company-lm-gen(0) new creation`ISO 9001 is a new creation of the Crompton Greeves Company, which is a highly reputed one having export

quality certificate'(Radio, Grinder Care Motor)

3. Complan tiTTamiTTa paripuuraNa

complan planned complete

cattuNavu paanam

nutrious drink

`Complan is a planned and complete nutritious drink'(Television, Complan)

(b) Nominalised adjectival complement

4. vaazvil muTiveTutta antatlife-loc take decision-pst.rp that

taruNam enRum pacumaiyaanatu

moment ever green-pro

`the moment when that decision was taken will ever be green (in one's memory)'(Yesde Associated Builders Ltd.,

Magazine, headline))

5. braze naRumaNam mikkatu

sweet fragrance full of-pro

`Braze is full of sweet fragrance' (Braze Talcum Powder) (Radio)

6. Brooke Bond Bru

filter coffee yaip poonRee cuvaiyaanatufilter coffee-acc like-emp tasty-pro

`Brooke Bond Bru is tasty exactly like filter coffee'(Bru Instant Coffee) (Television)

In the above nominal sentences, the copula aakum `is', the occurrence of which is optional in Tamil, has been

omitted. However, there are rare instances of the copula being used in the 3 advertisements of magazines,

especially in the body copy, as shown in the following example:

7. itu oru aaRRalmikka kLiinar aakum

(body copy) this a powerful cleaner is`This is a powerful cleaner' (Lizol) (Magazine)

The nominal sentences are quite often used with topicaliza tion wherein the nominal or the nominalised adjectival

complement gets focussed by being placed before the subject noun (phrase).

Examples:

(a) Nominal complement focussed

8. intiyaavin mikap periya tanka nakaik kaTai

India-lm(gen(0) very big gold jewellery shop

caravaNaa sToorsSaravana Stores

`Saravana Stores is a very big gold jewellery shop in India.' (Saravana Stores) (Magazine)(headline)

9. talaimuTiyin vayatu eeRaamal taTukkum

hair-lm(gen 0) age rise-neg.pp stop-fut.rp

veeli-niili


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fence-Nili

`Nili (brungadi hair oil) is a fence which does not allow the age of the hair to increase.'(Radio) (Nilibrungadi Hair

Oil)

10. cantanamkoNTatu Ponds Sandal Talc

(Television) sandal contain-pst.rp-pr

`The Ponds Sandal Talc contains sandal in it.' (Ponds Sandal Talc)

(b) nominalised adjectival complement focussed

11. uNNuvataRkoo ruciyaanatu uTalnalanukku ciRappaanatu

relish-ger- is tasty-pro health-dat good-pro dat-part.intens

asvini karuveeppilaip poTi

Ashwini curry leaf powder

Àshwini curry leaf powder is extremely tasty to relish and good for health'. (Magazine)(headline)(Ashwini Curry

Leaf Powder)

12. taramaanatu cuttamaanatu Leo coffee

standard-pro pure-pro

`Leo coffee is a standard and pure one.' (Radio) (Leo Coffee)

2.1.2 Verbal Sentences

A verbal sentence has finite verb, imperative verb, defective verb, modal verb, or negative verb as predicate.

Verbal sentences with the different forms of verbs and thier topicalized versions are presented and discussed

below:

(a) Finite verb

A finite verb in Tamil is of the structure verb root + tense +PNG. Besides tense, it may include inflections

pertaining to aspect, mood and voice. Verbal sentences having finite verb in all its above variations are more

frequent in the magazine advertising body copy than in radio and television copies. The way in which tense,aspect, mood and voice are preferred in the language of advertisements is dealt with here.

(i) Tense

Among the three tenses, the preference for present and future forms in the sense of ùnrestrictive time' is more fre-

quent than the past tense form, which is used usually connecting a past event with its present or future

consequence. Consider the following examples:

Present tense

13. aaNTutooRum 90,98,000 kaTikaarankaLevery year clocks

tayaarikkiRarkaL

produce-pr-3hpl

`They produce 90,98,000 clocks every year.' (Magazine) (body copy) (Ajanta Quartz)

14. naan eppavum Sunola-taan upayookikkiReen

I always Sunola-emp use-pr-1s

Ì always use only Sunola.' (Radio) (Sunola)

15. oru refil naaRppataintu iravukaL varai

one forty five nights upto

varukiRatulast-pr-3ns

Òne refill lasts upto forty five nights'(Television) (Good Night Liquidator)

Past tense


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16. K.K.R paamaayil vantappuRam

K.K.R.palm oil become available-pst.rp-part.time

ataiyum naalu kiloo vaankineen

that-also four kgs purchase-pst-1s

Àfter the KKR Palm oil became available, I purchased four kgs of that also.' (Magazine) (body copy) (KKR Palm

Oil)

17. varumpootu Archanaviliruntu sweet

come-fut.rp archana-abl

-part.timevaankiNTu vanteen

buy-refl-pp come-pst-1s

(Archana Sweets) `While coming, I brought sweets from Archana' (Radio) (Archana Sweets)

18. unkaLukkaakattaan vaankiTTu vanteen

for you(hon.s) buy-refl-pp come-pst-1s -emp

Ì brought (V-Guard clock) for you only.'(Television) (V-Guard Clock)

Future tense

19. pala varuTankaL niiTikkum

many years last-fut-3nsÌt will last for many years.' (Magazine)(body copy) (Hertel Plus)

20. itu muunRu vazikaLil ceyalpaTum

this three ways-loc act-fut-3ns

`This will act in three ways.' (Radio) (Active Pain Ointment)

21. niiNTa kaalam uzaikkum

long period last-fut-3ns

Ìt will last for a long period.' (Television) (V Guard Clock)

(ii) Aspect

The aspects such as progressive, perfect, perfect progressive, habitual, definitive, trial, preservative, completive

and reflexive are found to be used in the language of advertisements. The different aspectual auxiliary verbs are

added to the past participial form of the verb.

Progressive (koNTiru)

The progressive form koNTiru in all the three tenses are used chiefly to denote the durative sense.

Examples:

Present

22. muzu tirupti aLikkumvakaiyil laapakaramaaka

full satisfaction provide-fut.rp profitably -part.manner

iyankik koNTu irukkiRatu

function-prog-pr-3ns

Ìt is functioning profitably in a fully satisfying manner.'(Magazine)(body copy) (Liifin India Ltd.)

23. namma kalyaaNattappoo vaankuna Rally fan iruvattanju

our marriage-during buy-pst.rp twentyfive

varuSamaa innum nallaa ooTikkiTTirukku

years-adv still well run-prog-pr-3ns`Rally fan, which was bought during the time of our marriage, is still functioning well since twenty five years.'

(Radio) (Rally Fan)

Past


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30. itan cipaaricu Doctor-kaL pallaaNTu kaalamaaka

this- recommen- Doctors for a period of lm(gen 0) dation many years

ceytu varukiRaarkaL

do-iter pr-3hpl

`The doctors have been recommending this for many years.' (Television) (Crocin)

Definitive (viTu or tiiru)

The definitive sense is expressed through the use of the auxiliary verb viTu or tiiru.

31. Sri Raajiiv Gandhi maNTapam amaiyap peRRa Sriperumputuur

Sri Rajiv Gandhi memorial situated Sriperumputur

inRu ulakap pukaz peRRa Tavunaaki viTTatu

today world fame get-pst.rp town-become-def-pst-3ns

`Sriperumputur, where Sri Rajiv Gandhi's memorial is situated, has become a world famous town'

(Magazine)(body copy) (VGP Housing Pvt Ltd.)

32. kaSTamaana araikkaRa veelaiyaik kuuTa

difficult grinding work-acc-even

ciikkiramaa muTiccuTum

quickly finish-def-fut-3nsìt will finish quickly even the difficult grinding work.' (Radio)(Ralli Mixi)

33. Pepsi-ye naan kuTiccee tiiruveen

(Television)(Pepsi) Pepsi-acc I drink-emp-def-fut-1s

Ì will drink Pepsi certainly.'

Trial (paar)

The sense of trial is denoted by the use of the auxiliary verb paar.

34. atulee atiracam cenju paartteen piramaatamthat-loc a sweet prepare-trial-pst-1s excellent dish

Ì tried preparing atiracam (a sweet dish) with that (KKR Palm oil)'(Magazine)(body copy) (KKR Palm Oil)

Preservative (vai)

The auxiliary verb vai gives the preservative sense.

35. Stake brand appaLam poriccu vaccirukkuReen

pappad fry-preser-pr-1s

Ì have fried stake brand pappad and kept it (for you).' (Radio)

Completive (aaccu)

36. keeTTa nakaikaL kuTuttaaccu, etukkuk koopam

demand jewels give off-compl why anger -pst.rp -pst-3ns

(Television) (Poombukar Banian,Jattis) `The jewels demanded by him (son-in-law) have been given off, even then

why is he angry?'(Television) (Poombukar Banian, Jattis)

Reflexive koL

37. kaRkaLai ciRitaLavu taLLupaTiceytu naankaLee

stones-acc to some give-discount-pp we-emp extenteTuttuk koLkiRoom

take back-refl-pr-1pl (Magazine) (body copy) (Jaipur Gems N Jewels)

(iii) Mood (inceptive)


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The inceptive mood is expressed through the finite form of verb by adding the auxiliary verb iru or poo to the

infinitive base.

38. S.S.bowl mutal tanka neklas varai paravacamuuTTum

S.S.bowl from gold necklace to give-ecstacy- fut.rp

paricukaLai peRavirukkiRiirkaL

gifts-acc get-incep-pr-2pl

`You are going to get ecstacy giving gifts ranging from S.S.bowl to gold necklace.' (Magazine) (body copy) (Sri

Ram Chits)

39. pacanka nammaLa paTTini poTTuTap pooRaanka

children we-acc leave to starve-incep-pr-3hpl

`(Our)children may leave us to starve.'(Radio) (Stake Brand Papad)

40. G.E-oLiyai unkaLukku

G.E.light-acc you-dat

aLikkap pookiRatu

provide-incep-pr-3 ns (Television) (G.E.Bulb)

(iv) Voice (passive)

Passive voice is found to be used rarely in magazine and radio advertisements especially in monologue form ofaddress. It is not attested in Television advertisements, which predominantly involve dialogue form of address.

41. amerikkaaviliruntu iRakkumati ceyyappaTukiRatu

America-abl import-pass-pr-3ns

`It is imported from America.'(Magazine)(body copy) (Hertel Plus)

42. aayurveeta muulikaikaLaal tayaar ceyyappaTTatu

Ayurvedic herbs-ins make-pass-pst-3ns

`(it) is prepared out of ayurvedic herbs'(Radio) (Active Pain Balm)

(b) Imperative

The occurrence of verbal sentences using imperative form of verb is quite prevalent in advertising language of all

the three media. The use of imperatives is closely related to the function of getting action from the consumers or

the selling power of the product. Three forms of imperatives namely singular, plural and polite are found to be

used. The use of imperative singular is rare and is found to occur in dialogues between intimate persons.

Imperative plural is used to address the consumers and it is expressed through the markers -iir or -nkaL. The

predominant use of the marker -iir is one of the distinctive features of the advertising language. This is also true of

the use of the polite form of imperative which is formed by adding the marker -vum to the infinitive base.

Singular

43. ippa veeTikkaiyep paaru

now fun-acc see

`see the fun now'(Television) (Vicks Chewing Tablet)

Plural

-iir

44. ilavaca ceykuuli calukaiyaip peRRiTuviir

free making charges concession- acc get-imp.pl

`get the concession of free making charges'(Magazine)(body copy) (Kerala Jewellery)

45. ovvouru ceelaikkum 300/- mutal 3000/- ruupaay varai

each sari-dat-purp from rupees upto

ceemippiir save-imp.pl

`save from Rs.300/- to Rs.3,000/- for each sari' (Radio) (S.M.Silks)


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46. paRcitaivai etirttiTuviir

tooth-decay fight against-imp.pl

`fight against tooth decay' (Television) (Colgate Tooth Paste)

-nkaL

47. aaRee maatankaLil azaku miLirnta

six-emp months-loc beauty shining

kuuntalaip peRunkaL

flowing hair-acc have-imp.pl`have shining beautiful flowing hair just within six months' (Magazine) (body copy) (Kesavartini)

48. eNNeyep paarunka, eNNeyin tarattep

oil-acc see-imp.pl oil-lm(gen 0) quality-acc

paarunka

see-imp.pl

`see the oil and see the quality of the oil' (Radio) (Anandam Gingely Oil)

49. inRee mutaliiTu ceyyunkaL

today-emp invest-imp.pl

ìnvest today itself' (Television) (S B M Teak)

-vum

50. Insta color maiyattai aNuki 626 SeeTukaLil

Insta colour centre-acc approach-pp shades-loc

teevaiyaana onRait teernteTukkavum

required one-acc choose-imp.polite

`choose the required one out of 626 shades by approaching Insta colour centre' (Magazine) (body copy) (Insta

Color)

51. viparankaLukku anjali nalleNNey vaankavum

details-dat. Anjali Gingely oil buy-imp.polite`to know further details buy Anjali Gingely oil' (Radio) (Anjali Gingely Oil)

(c) Defective

teriyum `be known', pootum `be enough', kiTaikkum `be available' and unTu ìs/has' are some of the defective

verbs frequently used in advertisements.

52. naan colRatu uNmaitaannu unkaLukkee teriyum (Magazine)

I say-ger truth-emp- comp you-dat-emp be known

`you yourself know that what I say is exactly true' (body copy) (Vivekanda Institute)

53. Organics challenge

iraNTee vaarankaLil vittiyaacam teriyumtwo-emp weeks-loc difference be known

`you will feel just within two weeks the change of using Organics challenge shampoo ' (Television) (Organics

Shampoo)

54. maRakkaamal oru aayurveetak kuLiyal

forget-neg.pp an Ayurvedic bath

tinacari eTuttaal pootum

daily take-cond be enough

ìt is enough if one takes Ayurvedic bath daily' (Magazine) (body copy) (Medimix Soap)

55. oru maTakku kuTiccaalee pootum

one gulp drink-cond-emp be enough

ìt is enough if you drink just one gulp' (Radio) (Roop-Aqua Mineral Water)


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56. oree coTTu pootum

one-emp drop be enough

`just one drop is enough' (Television) (Super Biz)

57. 2 mutal 12 vayatiRkuTpaTTa ciRuvar ciRumiyarukkup

from age-within boys girls-dat

palavita vaNNankaLil kiTaikkum

many kinds colours-loc be available

`dresses are available to boys and girls within the age group of 2 to 12' (Magazine)(body copy) (Snuggles Children

Wear)58. neeraTiyaay ceerum cantaataararkaLukkum paricu uNTu

directly join-fut.rp subscribers-dat-also gift is

`there is gift for the subscribers who join directly also'(Magazine)(body copy) (Sri Ram Chits)

59. ellaak kaTaikaLilum kiTaikkum all shops-loc be available

ìt is available in all the shops' (Radio) (Rani Comics)

60. Gitanjali-race garden vacatiyum uNTu

facility also is

`Gitanjali has race garden facility also' (Radio) (Hotel Gitanjali)

(d) Modal

The modal auxiliaries are added to the infinitive form of the verb. -laam, -Num(veeNTum), muTiyum and -TTum

are the modal auxiliaries found to occur in advertisements. The use of -laam is more frequent than the others.

(i) -laam

-laam is used in the meanings of `potentiality',òptionali ty',`probability' and `suggestive.'

Potentiality

61. mikac sTraankaana taniccuvai koNTa palavery strong special taste have-pst.rp many

kappukaL Tii uNTaakkalaam

cups tea make-can

( òne can make many cups of very strong tea with special taste' (Magazine) (body copy) (No.1 Strong Dust Tea)

Optionality

62. ruupaay 300/- viitam tavaNaiyilum

rupees at the rate of instalment-loc-also

mutaliiTu ceyyalaam

invest - can

òne may invest in instalments also at the rate of Rs.300/-' (Radio) (Anubhav Plantation Ltd)

Probablity

63. eyTs nooy eLiyavarkaLaittaan taakkum

aids disease poor persons-acc.-emp attack-fut-3ns

enRu niinkaL ninaikkalaam

comp you-pl think-may

`you may think that aids disease will attack the poor only' (Aids)

Suggestive

64. naamum kuTumpattooTa vasantam bavanukkup poolaanka

we-also family-assoc Vasantam Bhavan-dat go-may-addr .resp

`we too may go with family to Vasantham Bhavan'(Radio) (Vasantam Bhavan)


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(ii) -Num (veeNTum)

65. niinkaLum K.K.R. aayil upayookikkaNum

you-also K.K.R oil use-should

`you should also use K.K.R. oil' (Magazine) (body copy) (KKR Palm Oil)

66. wife-NNaa ivarukku uyiraay irukkaNum

wife-means he-dat life-adv be-should

`wife means life for him' (Television) (Prestige Pressure Cooker)

(iii) muTiyum

muTiyum is used in the sense of `circumstantial possibility.'

67. unkaL cinnap peNNum itil eLitaaka

your little daughter-also this-loc easily

cavaariceyya muTiyum

ride can

`your little daughter also can ride on this (moped) easily' (Magazine)( body copy) (Sunny Zip)

(iv) -TTum

-TTum is used in the `optative' sense.

68. unkaLin paacap piNaippil

your bond of affection-loc

avar tiNaraTTumee

he suffocate-let-emp

`let him suffocate in the bond of your affection' (Magazine)(body copy) (Mark Jewellery)

(e) Negative

The negative forms corresponding to the different forms of verbs discussed above are found to be used in the

advertisements. The use of all different kinds of negatives is related to the goal of effectively impressing upon the

consumers about the positive effect or quality of the product or service advertised. That is, the negative form of

expression contributes in a great way to create conviction among the consumers.

(i) Nominal negative

69. avaRRai upayookippatu nallatalla

they-acc use-ger good-be-neg

`it is not good to use them' (instead, use Dainty Care) (Magazine)(body copy) (Dainty Care)

70. itu aayirattooTu aayirattu onRu alla

this thousand-assoc thousand one be.neg

`this is not simply the ordinary one' (Naga Detergent is something special) (Radio) (Naga Detergent)

(ii) Existential negative

71. kiLaikaL veeRu enkum illai

branches anywhere else be.neg

`there are no branches anywhere else'(therefore be careful about fake ones) (Radio) (Abhirami Covering)

73. inta vittiyaacattai en toozikaLaal

this difference-acc my friends-ins

nampavee muTiyavillai

believe-inf-emp able be.neg

`my friends are not at all able to believe this difference'(Dabur Vatika Hair Oil makes a great differ-

ence)(Magazine)(body copy)(Dabur Vatika Hair Oil)


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74. etai eTukkaRatu etai viTuRatuNNee teriyale

which take-ger which leave-ger-comp-emp be known- pr.neg

`(I) am at a loss to know which to choose and which to leave'(the varieties available are so many) (B.M.Silks)

75. enta shampoovum carivaralee

any shampoo be suitable-pst.neg

`no other shampoo was suitable'(Only organics Shampoo was suitable) (Television) (Organics Shampoo)

(iv) Future negative

76. unnait tavira veeRu oru peNNait

you-acc except any other woman-acc

toTamaaTTeen

touch-fut.neg-1s

Ì will not touch any other woman except you' (I am extremely careful about contracting aids through illicit

relations with other women) (Magazine) (headline) (Aids)

77. caataraNamaana cuttam itu poonRa

ordinary cleaning this kind of

kirumikaLai azikkaatu

germs-acc destroy-fut.neg-3ns

`this kind of cleaning will not destroy this kind of germs' (complete cleaning is possible only through Lizol)(Magazine) (body copy) (Lizol)

78. manaiviye rompa neecikkaRavanka

wife-acc much love-pr.rp-pro

Prestige veeNTaamNu collamaaTTaanka

do not want- comp say-fut.neg-3hpl

àny one who loves his wife will not say no to Prestige (Pressure Cooker)' (Television) (Prestige Pressure Cooker)

(v) Habitual negative

79. atu carumattin inRiyamaiyaata iyaRkaithat skin-lm(gen 0) essential natural

eNNeykaLai akaRRuvatillai

oils-acc remove-ger-be.neg

`that never removes the essential natural oils from the skin' (Pears soap helps to maintain them) (Magazine)(body

copy) (Pears Soap)

(vi) Imperative negative

80. caliccukkaatee

feel fed up-imp.neg-s

`don't feel fed up'(Rally Mixi is here to rescue you) (Radio) (Rally Mixi)

81. atel tare meel vacciTaatee

that floor on keep-imp.neg.s

`don't keep that on the floor'(since you have severe crack wounds and the remedy for that is Crack

Cream)(Television)(Crack Cream)

82. eetaavatu oru ai upayookikaatiirkaL

any kind of 2T oil-acc use-imp.neg-pl

`don't use any other kind of 2T oil'(use only Super 2T oil) (Magazine) (body copy) (Super 2T Oil)

83. ennep paakkaatiinka, eNNeyep paarunka

I-acc see-imp.neg-pl oil-acc see-imp.pl

`don't see me, see the oil' (Radio) (Anandam Gingely Oil)

84. taaymaarkaLee maRanturaatiinka

ladies-voc forget-imp.neg.pl

Ò ladies don't forget (Shakti Masala)' (Television) (Shakti Masala)


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(vii) Defective negative

85. atika pukai kiTaiyaatu

much smoke be.neg

`there is no much smoke' (Magazine) (body copy) (Rooster Mosquito Coil)

86. atulee picupicuppu kiTaiyaatu

that-loc stickiness be.neg

`there is no stickiness' (Radio) (Goldwinner Sunflower Oil)

87. kuTumpam aarookkiyamaa irukkaNumnaa naamafamily be healthy must-comp-cond we

anpaa iruntaa maTTum pootaatu

be affectionate-cond-only not enough

ìf the family has to be healthy, it is not enough we are just affectionate'(we also need to use Sunola oil for

cooking) (Sunola)

(viii) Modal negative

88. repair-ee varak kuuTaatu

repair-emp come should not

`there should never be a chance for repair'(if so, use Texla TV) (Radio) (Texla TV)

89. POWER CUT. kavalai veeNTaam

worry need not

`Power cut ? (you) need not worry' (Magazine) (head line) (R.G.Electronic Generator)

90. enakkuc caappaaTu veeNTaam

I-dat meals want not

Ì don't want meals' (Radio)(Stake Brand Papad)

91. cuLukku talaivalikkuLLatu veeNTaam

sprain head ache-be meant for-pro want not

`(I) don't want the one meant for sprain and head ache' (Television) (Moov Pain Ointment)92. itupoonRa cavaalai veeRuyaarum tara muTiyaatu

this kind of challenge-acc anyone else give cannot

`no one else can make this kind of challenge'(Magazine) (body copy) (Jaipur Jems N Jewels)

93. valuvaana paRkaLil kirumikaL

strong teeth-loc germs

paRkuziyai eeRpaTutta muTiyaatu

(Television) tooth-cavity-acc make cannot

(Colgate Toothpaste) `germs cannot make cavity in the strong teeth'

The verbal sentences in their topicalized version are found to occur frequently in advertisements. The verb or theverb contained clause is focussed by placing it before the noun phrase or clause involved in the sentence.

94. vazankukiRoom aayil girainTing teknaalajiyil

present-pr-1pl oil grinding technology-loc

uruvaakiya 7Ò' clock permasharp

get produced-pst.rp

`we present 7 Ò' clock permasharp blade which produced out of the oil grinding technology' (Magazine)(head

line) (7 Ò' Clock Blade)

95. enkum kiTaikkaatu kacaanaavait tavira

anywhere be available- fut.neg.3ns Kazana-acc except

ìt will not available anywhere except Kazhana' (Magazine) (headline) (Khazana Jewellery)

96. unkaL manatil oru tanippaTTa iTam irukkalaam

your mind-loc a special place be-may

philips C.D.piLeeyar vaankum varai

Philips C.D.player buy-fut.rp till

`there may be a special place in your mind till you buy Philips C.D.Player' (Magazine) (Philips) (headline)


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97. paalla kalantu appaTiyee koTukkalaam

milk-loc mix-pp as such give-can

tenamum reNTu taTave

daily two times

`you can give as such two times a day mixing it with milk' (Magazine) (body copy) (Junior Horlicks)

98. itayattin ovvoru tuTippum collum ulakattil

heart-lm(gen 0) each beat say-fut-3ns world-loc

avarait tavira unkaLukku veeRu etuvumee

he-acc-except you-dat anything else-empmukkiyamillai enRu

important-be-neg-comp

`each beat of (your) heart will say that there is not all anything which is more important than him'(Magazine)

(head line) (Mark Jewellery)

99. aNintu makizunkaL Anand BaniankaL jattikaL

wear-pp feel-happy-imp-pl Anand Banians & Jattis

`wear Anand Banians and jattis and feel happy'(Radio) (Anand Banians & Jattis)

100. konca iTam pootumee itukku

small space be-enough(q-tag) this-dat

`just a small space is enough for this' (Radio) (MPC Cloth Stand)101. paRkaLaik kaattiTunkaL

teeth-acc safe-guard-imp.pl

moTTu veNmai poolee

jasmine bud whiteness like

`safe-guard your teeth in such a way that it has jasmine bud like whiteness' (Radio) (Colgate Tooth Powder)

102. iNNekku namma studio-vukku vantirukkaanka

to-day our studio-dat come-perf.pr.3 h.s.hon

pirabala uuTTaac cattu nipuNar professor Subbulakshmi

well known nutrition expert

avarkaLesquire

`to day we have with us in our studio the well known expert on nutrition Professor Subbulakshmi' (Television)

(Complan)

103. viparankaLukkuc cantikka vaarunkaL - V.G.P.

details-dat meet-inf come-imp.pl-V.G.P.

viRpanaip piratinitikaLai

sales representatives-acc

`for details visit the sales representatives of V.G.P.' (Television) (V.G.P.Housing Pvt.Ltd.)

104. kaRaipaTumee enRa kavalai ini illai unkaLukku

get stained -q(tag) comp worry hereafter be-neg you-dat

`there is no worry to you hereafter that the dress will get stained' (Television) (Johnson Stainguard Dhoti)

105. paricaakap peRa viraintiTunkaL inRee

(Television) gift-as have-inf hurry-up-imp.pl to day-emp

`to have (that) as gift huury up to day itself'

2.1.3 Interrogative or question sentences

All the three kinds of question forms namely information question, Yes/no question and tag question are found to

be used in advertisements. But, they are not oriented towards eliciting reponses from the addressee or the

consumers. They are used to stimulate the interest of the customers towards the product advertised. The response

to the question is provided in the advertisement itself. Sometimes it serves the purpose of an imperative topersuade the audience to buy the product. Consider the following examples.

(a) Information question


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106. unkaL vilaimatikkamuTiyaata

your invaluable

uTaimaikaLai enku vaippatu?

belongings-acc where keep-fut-ger

`where to keep your invaluable belongings?'

(it can be kept in Vaults Division lockers) (Magazine) (body copy) (Vaults Division Lockers)

107. paavam ammaa, enaa paNNalaam?

(Radio) alas mummy what do-can

(MPC Cloth Stand) Àlas mummy is helpless, what can be done ?'(her difficulty can be removed with the help of MPC cloth stand)

108. keeTTa nakaikaL kuTuttaaccu.

demand-pst.rp jewels give-off-compl-pst-3ns

etukkuk koopam?

why anger

`the jewels demanded by him(son-in-law) have been given-off why is he angry?'

(he is in need of Poombuhar banian and jatti) (Radio) (Poombuhar Banian/Jatti)

(b) Yes/No question

109. muTi utirvaTum poTukum unkaLukkuphair lose-ger-conj dandruff-conj you-purp-dat

piraccinaiyaa?

(Magazine)(head line) problem-q

(Ashwini Hair Oil) Àre hair loss and dandruff problems for you?'

(the problem can be solved by the use of Ahwini hair oil)

110. stake brand appaLamaa?

papad?

ìs it stake brand papad?'

(if so, the children may eat up everything making us to starve) (Radio) (Stake Brand Papad)

111. niinka pooTTup paattirukkiinkaLaa?you use-pp-trial-perf-pr-2pl-q

`have you ever tried (it)?' (if not, try now) (Television) (Organics Shampoo)

(c) Tag question

112. itiluLLa iyaRkaiyaana citta muulikaikaL

this-loc-contain-pr.rp natural siddha herbs

en mukattiRku muzumaiyaana paraamarippai

my face-dat complete care-accaLikkinRatu enRu paarttaalee purikiRatallavaa?

provide-pr-3 ns comp see-cond.emp sense-pr.3 ns-tag

`you are able to sense just by seeing (my face) that the natural siddha herbs contained in this provide complete care

to my face, aren't you?'(Magazine)(body copy) (Beauty Care Cream)

2.1.4 Cohesion between sentences

Cohesion between sentences is established by using pronouns and sentence connectors.

(a) Pronouns

Pronouns of different kinds of reference viz., deictic (referring to the picture), catephoric (referring to the follow-ing noun) and anaphoric (referring to the preceding noun) are to found to be used.

(i) Deictic Pronoun


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115. ivar 25 vayatu iLainar

this person 25 age youth

`this person (shown in the picture) is a 25 years old youth' (Magazine)(body copy) (Aids)

(ii) Catephoric reference

116. itu aapattu

this dangerous

"enakku eyTsaip paRRi kavalai illai

I-dat aids-acc about worry be-negenRu alaTciyamaay iruppatutaan aapattu".

comp with negligently be-ger-emp dangerous

`this is dangerous- to be negligent that "I have no worry about aids" is dangerous' (Aids) (Magazine) (headline)

117. itu muunRu vazikaLil ceyalpaTum

this three ways-loc act-fut-3ns

Active Active

`this acts in three ways'

Active, Active (Radio) (Active Pain Balm)

118. itellaam kuTunka

this-all give-imp-hon.sveerkkuru powder, mukapparu cream

prickly heat powder pimple cream

`please give all these: prickly heat powder, pimple cream etc.' (Television) (Medimix Soap)

(iii) anaphoric reference

119. lisool kirumikaLai 99.9 % azikkiRatu

Lizol germs-acc 99.9 % eradicate-pr-3ns

itan aTarvu ceyta pikeesi faarmulaa

this-lm(gen 0) concentrate-pst.rp pikeci formula

illankaLil irukkum kirumikaLai 99.9 %

home-loc be-fut.rp germs-acc 99.9 %

azikkiRatu

eradicate-pr-3ns

`Lizol eradicates 99.9 % of the germs. The pikeci formula contained in this eradicates 99.9 % of the germs which

are present in homes' (Magazine)(body copy) (Lizol)

120. kalki- teyva avataaramalla

Kalki- God manifestation-be-neg

avaL oru putirin avataaram

she a mystery -lm(gen 0) manifestation

`Kalki is not a manifestation of God.She is a manifestation of mystery'(Radio) (Kalki-Film)

121. namma uurru vaNTi TVS-XL

our place vehicle TVS-XL

ippa ituvum namma family-ilee

now this also our family-loc

oru member aayiTuccinka

a become-defin-pst-3ns-addr(resp)

`TVS-XL is the vehicle of our place. Now this also has become a member in our family' (Television) (TVS-XL)

In the case of anaphoric reference, the proximate form is preferred more than the remote one.

(b) Sentence connectors

The sentence connectors are more widely used in the body copy of the magazines rather than in radio and

television body copies. The most frequently used sentence connectors are aanaal `but', eenenRaal


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aakavee unkaL paati nuzaivuc ciiTTaip pattiramaaka

therefore your counterfoil-acc safely

vaittirunkaL

keep-imp.pl

èvery hour one among you may get a lucky prize. Therefore keep your counterfoil safely' (Magazine) (body copy)

(Exhibition)

128. ovvoru maatamum nakaikaL vaankiya anaivarin

every month jewels buy-pst.rp allpersons-lm(gen 0)

peyarilum kulukkal naTaipeRRu oruvarukku oruname-loc lottery take place-pp one person-dat one

cavaran nakai paricaaka 12 maatamum

sovereign jewel prize-adv 12 months

vazankappaTum. aakaiyaal vaaTikkaiyaaLarkaL

distribute-fut-3ns therefore customers

nakaikaL vaankiya kuRippiTTa maatattu billai

jewels buy-pst.rp particular month-lm (gen 0) bill-acc

paatukappaaka vaittiruntu paricai venRiTuviir

safely keep-pp prize-acc win-imp.pl

`lottery will be conducted every month using the names of all the customers who have bought jewels and one

sovereign gold as prize will be distributed in all the 12 months for each one selected. Therefore, the customersmay keep safely the bill concerned with the particular month towards the purchase ofjewels and win the prize'

(Magazine) (body copy) (Kerala Jewellery)

(iv) appaTiyenRaal or appaTiNNaa ìf it is so'

129. carumattukkum keecattukkum

skin-dat-conj hair-dat-conj

nalla azake koTukkutu

more beauty-acc provide-pr-3ns

appaTiNNaa vile rompa jaastiyaa irukkumee

if it is so cost very much-adv be-fut-3ns -q(tag)ìt gives more beauty to the skin and hair'

ìf it is so, it may be very costly' (Television) (Medimix Soap)

(v) ataavatu `that is'

130. unkaLukkuk kiTaippatoo meenmeelum atika

you-dat get-fut.rp-pro-part.intens further and further more

Seev. ataavatu biLeeTil eNNey irukkumpootu

shave that is blade-loc oil be-fut.rp-part.time

roomam maayamaay maRaintupookum (Magazine)(body copy)

hair magically disappear-fut-3ns (7 Ò' Clock Blade)

`what you get is further and further more shaves, that is, when there is oil in the blade, the hair disappears

magically.'

(vi) meelum `further'

131. lisool ellaa tarai parappukaLilum upayookikka

Lizol all floor surfaces-loc use-inf

paatukaappanaatu ; meelum kuzantaikaL irukkum

safe-pro further children be-fut.rp

illankaLilum upayookikka ukantatuhomes-loc-also use-inf suitable-pro

`Lizol is safe for using on the surface of all kinds of floors. Further it is also suitable for using in homes where

children are present.' (Magazine) (body copy) (Lizol)

(vii) illai enRaal òtherwise'


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132. ivaruTaiya kuuntalukku ivvaLLavu azaku

her flowing hair-dat this much beauty

ippootutaan kiTaittatu. illeeNNaa utirntiTum

now only be available-pst-3ns otherwise fall- fut-3ns

`she could get this much beauty to her flowing hair only now.Otherwise loss of hair would have taken

place'(Television) (Organics Shampoo)

(viii) atooTu `besides that'

133. iyaRkaiyaana muRaiyile ite tayaariccirukkiRataalenatural ways-loc this make-perf-pr-ger-ins

iisiyaa jiiraNamaakutu

easily get digested-pr-3ns

atooTa, itula eksTraa kaalSiyam, eksTraa ayarn

besides that this-loc extra calcium extra iron

mukkiya viTTaminkaL, prooTTiinkaL ellaam irukku

essential vitamins proteins all be-pr-3ns

`since this has been made in a natural way, it gets digested easily. Besides that, extra calcium, extra iron, essential

proteins and vitamins are contained in this'(Magazine) (body copy) (Junior Horlicks)

(ix) atanaal `therefore'

134. inta eNNey aaNTu varutu..atanaala enakkup

this oil save-fut-3ns therefore I-dat

paNamum niRaiya miccamaakutu

money also more save-fut-3ns (Magazine) (body copy) (K.K.R.Palm Oil)

(x) atuvum `that too'

135. paattirankaLil eeRpaTTa picupicuppai irunta

vessels-loc form-pst.rp stickiness-acc be-pst.rpiTam teriyaata aLavukku minuminukka vaikkum

place know-neg.rp-part manner make shine-fut.rp-3ns

aaRRalkoNTatu. atuvum paattirankaL ularntapiRakum

powerfupro that too.vessels dry-pst.rp- part.time

kuuTa minuminuppu niiTikkum

even shining remain-fut-3ns

`it is powerful to the extent of making the vessels shine with no trace of stickyness. That too, even after the vessels

become dry the shining will remain' (Magazine) (body copy) (Ultra Vim Paste)

(xi) atu maTTumilla `not only that'

136. itula atika aLavu pavuTar irukku

this-loc more quantity powder be-pr-3ns

atu maTTumilla, cariyaana muulikaikaLin

not only that appropriate herbs-lm(gen 0)

kalavaiyinaala muTi paTTup poola irukku

mixture-ins hair silk like be-pr-3ns

`there is more quantity of powder in this. Not only that, the hair is like silk due to the mixture of appropriate

herbs'(Magazine)(body copy) (Raaga Herbal Powder)

2.1.5 Parataxis

Parataxis refers to a sequence of sentences placed in apposi tion without any cohesive element. This kind of

structure is found to be more frequently used in the advertisements of radio and television.

138. Anantam nalleNNeyila tuLikuuTa kaaral

gingely oil-loc a little-even mustyness


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kiTaiyaatu rattattula cholestrole kaTTuppaTuttutu

no blood-loc cholestrol-acc control-pr-3ns

`there is no mustiness or bitterness even a little in Anandam gingely oil and it controls cholestrol in the

blood'(Radio) (Anandam Gingely Oil)

139. Colgate paRpoTi paRkaLukkup

tooth powder teeth-dat

paatukaappaanatu. muRRilum

safe-pro fully

nampakamaanatu(Television) reliable-pro

(Colgate Tooth Powder) `Colgate tooth powder is safe for the teeth and fully reliable'

2.2 Clauses

As already pointed out in the beginning of this chapter, the clauses have two modes of use, discursive and

disjunctive. In discursive mode, they are dependent and part of the sentence while in disjunctive mode, they are

independent and function as minor sentences. The clauses involved in both the modes are illustrated here.

2.2.1 Clauses in discursive mode

Dependent clauses representing hypotaxis are more frequently used in magazine and radio advertisements than in

television advertisements. Four types of such clauses namely noun clauses, adjectival clauses, adverbial clauses

and quotative clauses are found to be used. Each of them will be dealt with here.

(a) noun clauses

Noun clauses involve verbal noun or participial noun.

(i)Verbal noun

140. Anandam nalleNNeyilee camaiyalceyyaRatugingely oil-loc cook-ger

rompa aanantamaana viSayam

very blissful matter

`it is a blissful experience to cook with Anandam gingely oil' (Radio) (Anandam Gingely Oil)

(ii) Participial noun

141. kulukkalil venRavarkku pampar paricaaka maaruti 800

lottery-loc win-pst.rp-pro-dat bumper prize-adv Maruti 800

vazankap paTum

present-pass-fut-3 ns (Magazine) (body copy) (Kerala Jewellery)

142. tamizakattileeyee atikamaaka viRpanaiyaavatu tinat

Tamilnadu-loc-emp more get sold-fut.rp-pro Dinat

tanti

tanti

`Dinat tanti is the highest sold daily in the entire Tamilnadu' (Radio) (Dinat Tanti)

(b) Adjectival clause

The occurrence of adjectival clause, which forms a part of a noun clause is more frequently used than the other

types of dependent clauses. The adjectival clauses used are of two kinds, Complement clauses and relativeclauses.

(i) Complement clause

A complement clause defines what the following noun(phrase) is.


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143. purintu koLLum aaRRalaiyum uyartti atika

understanding capacity-acc-also increase-pp more

nampikkaiyuTan teervukaLaic cantikka utavukiRatu

confidence-assoc examinations-acc face-inf help-pr-3ns

`it helps to increase the understanding capacity' (Magazine) (body copy) (Memory Plus)

144. pincuk kuzantaiyum eyTsin piTiyil

tender baby-lm(gen 0) aids-lm(gen 0) influence-loc

tavittiTum nilaimai maaRa veeNTum

suffer-fut.rp condition change-inf must`the condition of tender children suffering from the influence of aids should change' (Radio) (Aids)

145. mirutuvaana cooppukaL nanRaaka cuttam ceyvatu illai

soft soaps well clean-ger-be.neg

enkiRa mikapperiya tavaRaana karuttu nilavi varukiRatu

comp very big wrong notion be prevalent-pr-3ns

`there is a very big wrong notion that the soft soaps do not clean well' (Magazine) (body copy) (Pears Soap)

In examples 137 and 138, the head nouns aaRRal `capacity' and nilaimai `condition' are defined by the respective

preceding complement clause using relative participle. In 139, the head noun phrase mikap periya tavaRaana

karuttu `very big wrong notion' is preceded by the complement clause involving the complementizer enkiRa `that'.

(ii) Relative clause

A relative clause involving a relative participle serves as an attribute to the following head noun (phrase).

146. 18 muulikaikaL kalanta paricuttat teenkaay eNNeyil

18 herbs mix-pst rp very pure coconut oil-loc

tayaaraana Medimix Ayurveda Bath soap vaankunkaL

get prepared- pst.rp Medimix Ayurvedic bath soap buy-imp.pl

`buy the Medimix Ayurvedic bath soap which was prepared by mixing 18 different herbs in a very pure coconut

oil'(Magazine)(body copy) (Medimix Soap)

147. kuzantaikaL irukkum illankaLilum upayookikka

children be-fut.rp houses-loc-even use-inf

ukantatu suitable-pro

`it is suitable for use even in the houses having children' (Magazine) (body copy) (Lizol)

148. pala ariya muulikaikaL kalanta Kalpa palpoTi

many rare herbs mix-pst.rp Kalpa tooth powder

upayookittup paarunkaL

use-trial-imp.pl

`try to use and see Kalpa tooth powder which contains many rare herbs'(Radio) (Kalpa Tooth Powder)

In example 146, there are two relative clauses used in the same sentences, one involving the relative participle

kalanta modifying the noun phrase paricutta teenkaay eNNey and another involving the relative participle

tayaaraana modifying the noun phrase meTimiks aayurveeta baat soop. The noun phraseparicutta teenkaay eNNey

is locative phrase in the main clause as well as in the subordinate clause in relationship with the relative participle

kalanta. The noun phrase meTimiks aayurveeta baar soap is an object in the main clause while it is a subject in the

subordinate clause in relationship with the relative participle tayaaraana. In 147, the head noun illankaL is in the

locative relationship in the main clause as well as in the subordinate clause in relationship with the relative

participle irukkum. In 148, the compound noun kalpa palpoTi is an object in the main clause while it is locative in

the subordinate clause in relationship with the relative participle kalanta. In advertising language, it is generally

found that relative clauses involved in nouns or noun phrases having identical casal relationship in both

subordinate and main clause or the instances where the relativised noun phrase is a subject in the subordinateclause are preferred.

(c) Adverbial clause


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control-pp beautiful hair-acc give-pr-3ns

`New Clinic All Clear shampoo alone controls dandruff and gives beautiful hair'(Magazine) (body copy) (Clinic

All Clear Shampoo)

(ii) Manner

158. oru DaakTaraana naan enatu illattil kirumikaL

a doctor I my house-loc insects

aRavee illaatavaaRum cuttamceykiReen

entirely be-neg.rp- part.manner-also clean-pr-1sàs a doctor I clean my house in such a way that

there is not even a single insect'(Magazine) (headline) (Lizol)

159. kavanattuTan payiriTTu, muRRiya koTTaikaLaip paRittu

carefully cultivate-pp ripe seeds-acc pluck-pp

patappaTutti vaRuttu araippatuTan niRkaamal oru

season-pp roast-pp grind-ger-asso stop-neg.pp a

naviina instanting cisTattaip payanpaTutti paarampariya

modern system-acc use-pp traditional

pilTar kaapiyin mutal TikaakSanin

filter coffee-lm(gen 0) first decoction-lm(gen 0)naRumaNattaiyum cuvaiyaiyum appaTiyee tarum

sweet flavour-acc conj taste-acc conj exactly give-fut-3ns

oor aRputak kalavaiyaakkit tarukiRatu

a wonderful make mixture-pp give-pr-3ns

`Tata coffee gives it after cultivating the plants carefully, plucking the ripe seeds, seasoning them, roasting them

and grinding them and above all using a modern instanting system converting the powder into a wonderful mixture

with exactly the flavour and taste of the first decoction of the traditional filter coffee'(Magazine) (body copy) (Tata

Kaapi)

160. unkaL illattin tirumaNam maRRum ellaa

your home-lm(gen 0) marriage and all

viceeSankaLukkuum unkaL illattiRkee vantu

functions-dat your home-emp come-pp

service ceykiRoom

do-pr-1pl

`we come and do service at your home itself for (Radio) (Hotel Saravana)

162. inRu atikamaana iLampeNkaL tankaL

today most of the young-women theirmeeniyezilaip paraamarikka avarkaLin

body beauty-acc maintain-inf their

ammaakkaL nampuvataiyee avarkaLum

mothers rely-ger-acc-emp they alsonampukiRaarkaL

rely-pr-3hpl

ìn order to maintain the beauty of their physique,

most of the young woman rely on what their mothers

rely on' (Magazine) (body copy) (Lacto Calamine Lotion)

163. spree ceyyumpootu valuvaana piTippu taruvataRkena

do-fut.rp- strong adv.part grip provide-ger- dat-purp

vaLaintu kuzinta vaTivamaippu tarappaTTuLLatu

curved hollow structure provide-pass-pr.perf-3ns

ìn order to provide strong grip, a curved hollow structure has been provided'(Magazine)( body copy) (Hertel Plus)164. tozil tuvanki caatanai paTaikka viyaapaarattaip

industry start-pp create record-inf business-acc

perukka, eRRumatiyil kaalpatikka

improve-inf export-loc lay foot-inf

paTiyunkaL tozil ulakam


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read-imp.pl Tozil Ulakam

`read the magazine Tozil Ulakam in order to start industry, create record, improve business and lay foot in export'

(Radio) (Tozil Ulakam Magazine)

(iv) Reason

165. atika ruciyaa iruntataale tiffin box

more be tasty-cond

kaaliyaanatee teriyallee

get emptied-ger-emp know-pst.neg`(I) was not even aware that the tiffin box got emptied since the food was tastier' (Radio) (Goldwinner Sunflower

Oil)

166. oru peNNaaka iruppataal peNkaL anupavikkum

a woman-adv-be-ger-ins women experience-fut.rp

maataviTaay kaala avastaikaLai naan nanku aRiveen

menses period sufferings-acc I well know-fut-1s

às a woman, I know well the sufferings that women experience during menses period'(Magazine) (body copy)

(Dainty Care)

(v) Comparison

167. enna talaimuRai iTaiveLi tiTiirenRu

what generation gap suddenly

kuRaintu viTTatu poolat toonRavillai

(Magazine) narrowdown-def-ger like look-pr.neg

`what, does it not look like the generation gap having narrowed down?'(signature line) (Tata Kaapi)

(vi) Conditional clause

168. niinkaLum Dabur Vatika hair oil

you-also Dabur Vatika Hair OilupayookippiirkaLeeyaanaal, aTutta taTavai Dabur

use-fut-2pl-if next time

peNmaNiyaaka aaka virumpinaal unkaLuTaiya

woman-adv become-inf like-cond your

pukaippaTattuTan muzu vivarankaL inta

photograph-assoc full details this

mukavarikku anuppunkaL

address-dat send-imp.pl

ìf you also use Dabur Vatika hair oil and if you like to become Dabur Woman next time, send full. details along

with your photograph to this address' (Magazine) (body copy) (Dabur Vatika Hair Oil)

169. ippootu oru bottle organics shampoo vaankinaal

now one bottle organic shampoo buy-cond

innoru bottle ilavacam

another free

`now, if you buy one bottle of organics shampoo, another bottle is free' (Television) (Organics Shampoo)

170. itaik kaTTup paTuttaaviTTaal arippu

this-acc control-neg.cond itching

poRukkamuTiyaata aLavu atikamaakki viTum

able to tolerate-neg.rp-part.manner increase-def-fut-3ns

ìf this is not controlled, itching will increase to an intolerable extent' (Magazine) (body copy)(Clinic All Clear)

(vii) concession

171. itayattiRku itamaana itayam nalleNNey

heart-dat soothing Itayam gingely oil

kaTal kaTantum iNNekku rucikkutu


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sea cross-concess today taste-pr-3ns

Ìdayam gingely oil, which is soothing for the heart, is tasty today even after crossing the sea' (Magazine)

(headline) (Itayam Gingely Oil)

172. enta naaTTula tamizarkaL iruntaalum

which country-loc Tamilians be cond-concess

avankaLooTa kuNam, kalaaccaaram, paNpaaTu, ruci

their quality culture culture taste

ellaam oree maatiriyaattaan irukku

all remain same-emp-pr-3nsìn whichever country Tamilians are, their qualities and culture remain the same'(Magazine)(body copy) (Itayam

Gingely Oil)

(d) Quotative Clause

Quotative clauses involving the quotative particle enRu (spoken -Nu) or infinitive form of the verb are found to be

frequently used.

173. atarvaNa veetattil birammi ennum muulikai

Atarvana Veda-loc brahmi comp herb

naapakacaktittiRanai atikarikkum enRumemory power-acc increase-fut-3ns Q

kuuRappaTTuLLatu

say-pass-pr.perf-3ns

ìt is said in Atarvana Veda that the herb called Brahmi will increase the memory power' (Magazine) (body copy)

(Memory Plus)

174. computer kattukkiRatukku neRaiya

learn-ger-dat more

celavaakumNu nenekkaatiinka

cost-fut-3ns-Q think-imp.neg-pl

`don't think that it will cost more for you to learn computer' (Radio) (Computer Software College)

175. manaiviye rompa neecikkiRavanka

wife-acc so much love-pr.rp-pro

Prestige veeNTaamNu collamaaTTaanka

do not want-Q say-fut.neg-3hpl

òne who loves his wife will not say no to Prestige (Pressure Cooker) .' (Television) (Prestige Pressure Cooker)

176. tamizp puttaaNTaiyum intiya naaTTin

Tamil New year-acc-conj Indian nation-lm(gen 0)

50 aam viTutalai aaNTaiyum koNTaaTa

50th Independence year-acc-conj celebrate-inf

Sri Ram Chits eNNiyuLLatu

(Magazine)(body copy) Sri Ram Chits think-pr.perf-3ns

`Sri Ram chits has planned to celebrate the Tamil New Year and the 50th year of Independence of India' (Sri Ram

Chits)

In example 173, the quotative particle enRu has been used. In examples 174 and 175, the spoken form of the

quotative particle -Nu is found to occur. In 176, quotative clause has been formed making use of the infinitive

koNTaaTa `to celebrate'. The use of the different kinds of clauses discussed above significantly contribute to the

selling power of the commodity by providing the details related to the qualities and usefulness of the product

advertised.

2.2.2 Clauses in disjunctive mode

The clauses related to the disjunctive mode are more frequent in magazine advertisements than in radio and

television advertisements and they contain a noun (phrase), which is preceded by one of the following four forms

of non-finite verbs:


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a. Relative Participleb. Infinitivec. Past participle andd. Conditional concessive

(a) Relative participle

177. unkaL kuzantai nalan kaakkum kocuviraTTi

your child health take care -fut.rp mosquito repellant

`the mosquito repellant which takes care of your child's health'(Magazine)(body copy) (Watchman HerbalMosquito Repellant)

178. etirpaarppukaLai miiRiya taram

expectations-acc exceed-pst.rp quality

`the quality which exceeds (your)expectations'(Radio)

179. Daan vazankum snakkiLes

Daan present -fut.rp snuggles

`Snuggles which Dan presents' (Magazine) (body copy) (Snuggles Children Wear)

(b) Infinitive

180. teernteTukkap pala vaTivankaL

choose-inf many shapes

`(there are) many shapes (available for you) to choose' (Magazine)(body copy) (Prince S.S.Kitchen Sink)

181. vaNNap paTTuc ceelai vaanka Pondicherry murukan taan

colourful silk sari buy-inf Murugan emp

`it is only Pondicherry Murugan for buying colourful silk saris' (Radio) (Murugan Textiles) (which is suitable)

182. Taperecorder maRRum anaittu viiTTup poruTkalai kuRainta

and all home appliances-acc low

vilaiyil vaankiTa- Mohan Radio

price-loc buy-inf`Mohan Radio is there for you to buy Tape recorder and all kinds of home appliances in low price' (Television)

(Mohan Radio)

(c) Past participle

183. 30% celutti pativuceytu miitam 12/24 maatat

pay-pp register-pp balance monthly

tavaNaikaLil

instalments-loc

`after paying 30 % and having registered, the balance amount can be paid in 12/24 monthly instalments'

(Magazine) (body copy)(V.G.P.Housing Ltd)

184. kuuTutal vilai illamaleeyee muunRu varuTa uttaravaatam

increased price without-emp three years guarantee

`three years guarantee with no increase in price' (Radio) (Grinder Care Motor)

(d) Conditional concessive

185. ippa kaalep paartaalum raajakumaaritaan

now foot-acc see-cond.concess princess-emp

`now she looks like a princess even if one looks at her feet' (Television) (Crack Cream)

2.3 Phrases

The different kinds of phrases belonging to the discursive and disjunctive mode are discussed below.

2.3.1 Phrases in discursive mode


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Adjectival phrases, adverbial phrases and intensifier phrases make the advertisements very attractive and they are

helpful in drawing the attention of the consumers and persuading them to buy the product. Some such phrases used

in the advertisements of all the three media are classified and exemplified here.

(a) Adjectival phrases

Adjectival phrases are subclassified into three kinds namely, adjectival phrases of quality, quantity and number.

(i) Quality

186. aaRRal mikka (kLiinar)

capability more

`more capable' (Magazine) (body copy) (Lizol)

187. aaRRal niRainta

capability full

) `fully capable'(kiccan) (Magazine) (body copy) (Ultra Mixer Grinder)

188. oor cukamaana (uLLaaTai)

a comfortable (underclothing)`a comfortable (underclothing)' (Radio)(Anand Banian & Jatti)

189. ciriyatoru (mutaliiTu)

small-pro-a (investment)

`a small (investment)' (Magazine) (headline) (Tornado Trendy)

190. cinnanciRiya (aRputam)

small small (Wonder)

`very small' (Magazine) (headline) (Submersible Pump)

191. cezumaiyaana karukaru (paTTukkuuntal)

lush jet black

`lush and jet black'(Magazine) (head line) (AVM Pavun Coconut Oil)

192. tanittanmai vaaynta (naacil)

distinctiveness having (Nacil)

`distinctive' (Magazine) (body copy) (Lizol)


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193. tiRamai vaaynta (executive)

talent having

`talented (executive)' (Magazine) (body copy) (Pentagon Academy)

194. perumai vaaynta (kaNTupiTippu)

pride having (discovery/invention)

`proud (discovery) (Magazine) (body copy) (Memory Plus)'

195. maNamikka (uNavup poruTkaL)

flavour full of (food products)

`(food products) full of flavour' (Magazine) (headline) (AVM Pavun Coconut Oil)

196. (manatil) oru tanippaTTa (iTam)

' a special (place)'

à special (place)' (Magazine) (headline) (Philips)

197. nallatoru (kaaraNam)

good a (reason)

à good (reason)' (Magazine) (headline) (Tornado Trendy)

198. nallatoor (vanki)

good-pro-a (bank)

à good (bank)' (Radio) (T.N.S.E. Bank)

199. (vacatikku) oru putu (vaTivam)

(Magazine)(headline) (for convenience) a new (form/shape)

'(for convenience) a new (form/shape)' (Ultra Mixer Grinder)

200. viyattaku (vilaikaLil)

amazing (prices)-loc

'amazing' (prices)(Magazine)(body copy)(Hayagriva Silk House)

201. perumai mikka

proud full

`proudful' (dealer) (Radio) (T.A.Watch Company)

202. perumai vaaynta (formula)proud having (formula)

`proud (formula)' (Television) (Memory Plus)

203. cuttamaana ularvaana (uNarvu)

clean dry (Whisper)

`clean and dry (whisper)' (Television)

(ii) Quantity

204. ellaavita (eNNeyp picukkukaLaiyum)

all kinds (oily stuff)àll kind of (oily stuff)' (Magazine) (headline) (Hertel Plus)

205. palavita putiya (maaTalkaL)

many kinds new (models)

`many kinds of new' (Magazine) (body copy) (Supreme Furniture)

206. palavakai (cuvaikaLil aavin)

many kinds (of tastes of aavin) ` in many kinds of (tastes of aavin)' (Magazine) (body copy) (Aavin Ice Cream)

207. perumaLavu (aataayam)

great amount (of profit)

`great amount of (profit)' (Magazine) (headline) (No.1 Strong Dust Tea)

Definite

208. 40 vatu aaNTu (ciRappuc calukai)

40th year anniversary (special discount)

`40th year anniversary (special discount)'(Magazine) (headline) (Kerala Jewellers)


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Distributive

209. veeRu oru (peNNai)

any other (woman) àny other (woman)' (Magazine) (headline) (Aids)

(b) Adverbial phrases

Adverbial phrases are subclassified into adverbial phrases of time, place and manner.

(i) Time

210. aaNTaaNTuk kaalam (aziyaata)

year by year period (non-depreciative)

`for years together (non-depreciative)' (Magazine) (headline) (Poompuhar)

211. uTanaTiyaaka (niikkukiRatu)

immediately (disappears/clears)

ìmmediately (disappears/clears)' (Magazine) (headline) (Hertel Plus)

212. 40 aaNTukaLaakac

40 years for

`for 40 years' (ciRantu viLankum) (Magazine)(headline)(Saraswathi Catering Service)

213. 7 nimiTankaLilee

7 minutes-loc

`within 7 minutes' (Magazine) (body copy) (Insta Color)

214. irumuRai (kazuva veeNTiya avaciyattaip pookkukiRatu)

two times

(Magazine)(body copy) `twice'

215. naaLukku naaL (teevai atikarittuk koNTu varukiRatu)

day-dat day

`day by day' (Magazine) (body copy) (Pentagon Academy)216. puttam putitaay (paaNTiyil vaanka)

new new-adv

`pretty new' (Radio)(Ram Silks)

217. (kuurmaiyuTan vaittirukkiRaTu) niiNTa kaalattiRku

long period-dat

`for a long period' (Magazine) (body copy) (7 Ò' Clock Blade)

218. pattu varuTankaLaaka laapakaramaaka

ten years-adv profitably

(iyankik koNTirukkiRatu)

`for 10 years profitably' (Magazine) (body copy) (Leafin India)219. pala varuTankaL (niiTikkum)

many years

`for many years' (Magazine) (body copy) (Hertel Plus)

220. munpellaam (iraNTu caaSee teevaippaTTatu)

earlier-all

ìn earlier occasions' (Magazine) (body copy) (Raaga Herbal Powder)

221. (kuuntalukku ivvaLavu azaku) ippootutaan (kiTaittatu)

now-emp

`now only' (body copy)(Raaga Herbal Powder) (Television) (Organics)

(ii) Place

222. inkum ankum (iTam maaRRa vacatiyaaka)

here there

`here and there' (Magazine) (body copy)(Ultra Mixer Grinder)


35/80

223. inkutaan (unkaL varunkaala rakaciyam oLintirukkiRatu)

here-emp

`here only' (Magazine) (body copy) (Sri Ram Chits)

(iii) Manner

224. (anRaaTat teevaikaLukku) uRRa tuNaiyaakavum

trusted companian-adv-also

(viLankukinRatu)

`also as a trusted companian' (Magazine) (body copy) (Sunny Zip)

225. paTucuttamaaka paLiccenRu

perfectly cleanly shining with

`perfectly clean and shining' (toonRum) (Magazine) (body copy)(Lizol)

226. maNNooTu maNNaaka

soil-assoc soil adv

`disappear' (makkiviTum) (Magazine) (body copy) (Hertel Plus)

227. (cantooSattaic) contamaayp (peRRut tarukiRatu)

own-adv

`as own' (Radio) (T.N.S.E.Bank)228. (vile rom

Language of Advertisements in Tamil Mass Media

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