Communicative, Structural, and Language Characteristics of Radio-Advertising
Advertising is a part of the mass-media information system. The communication through advertising in radiobroadcasting has its specific, distinctive features compared to the press and television relying primarily on the combination of speech and sound.
The analysis is based on the advertising slots of Radio 1, Radio Retro, Radio Fresh, BG Radio, and Daric Radio.
From structural point of view radio advertising has two components. The first is the verbal discourse, and the second is the phonic one.
The text can be organised either as a monologue or as a dialogue.Within the dialogue the roles are standardised, relying on specifically male or female types of behaviour, known from real life.
The verbal discourse of the advertising can be relatively separated into 3 sections: introduction, body part that provides the information, and sum-up phrase. The introduction is not obligatory.The body part is the most important section both from structural and semantic point of view. It often begins with an answer to a question asked and offers a solution to the problem. The sum-up phrase is short. It may repeat the introduction in a varied way, or sum up what has been said in the body part, or provide information about the advertiser.
The language characteristics of the advertising discourse comprise the following features: interrogative sentences, imperative forms, imagery –collocations, verbless sentences, repetitions, and parallel syntactic structures, tendency to hyperbolisation, dialogue form, and aphoristic tone. As regards the time-reference frame what certainly dominates is the present tense and more particularly the non-actual present forms that attribute universality to the utterance. The basic grammatical and semantic characteristics of the phrase structure are the following: 1- Preference to verb forms in 1st and 2nd person, indicative or imperative mood, dynamic and prompting sentence structures; 2- Frequent use of ellipsis, nominal sentences, listing distinctive features through compiling adjectives and nouns.
The intonation that has both phonic and semantic effect is of great importance to the overall impact of the advertisement.
