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 style and 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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CHAPTER 1
INTRODUCTION

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).

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 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 and cohesion, 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 than negative, 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 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 by Satyanarayana (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

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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

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 antat
life-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 cuvaiyaanatu
filter 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 sToors
Saravana 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
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
`Ashwini 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 adver- tising 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 `unrestrictive 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 kaTikaarankaL
every 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
`I always use only Sunola.' (Radio) (Sunola)

15. oru refil naaRppataintu iravukaL varai
one forty five nights upto
varukiRatu
last-pr-3ns
`One refill lasts upto forty five nights'(Television) (Good Night Liquidator)

Past tense

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
`After 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.time
vaankiNTu 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
`I brought (V-Guard clock) for you only.'(Television) (V-Guard Clock)

Future tense

19. pala varuTankaL niiTikkum
many years last-fut-3ns
`It 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
`It will last for a long period.' (Television) (V Guard Clock)

(ii) Aspect

The aspects such as progressive, perfect, perfect progres- sive, 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
`It 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

24. oru maacattukku naalu kiloo kaTaleNNey
one month-dat four kgs groundnut oil
vaankiTTu irunteen
buy-prog-pst-1s
`I was buying four kgs of groundnut oil for a month.' (body copy) (KKR Palm Oil)

Future

25. ini unkaLukku puttuNarvaana elumiccai maNaM
hereafter you-dat refreshing lemon fragrance hon.s
koNTa minuminuppu niiTittuk koNTirukkum
have-shining last-prog-fut-3ns pst.rp
`Here after, you will feel the shining in your vessels lasting with refreshing lemon fragrance.'(Magazine) (body copy) (Vim Ultra Paste)

Perfect (iru)

The present and future perfect forms only are attested from the corpus of the data.

Present

26.itu manatai cuRucuRuppaakavum vizippuNarcciyuTanum
this mind-acc actively-conj awareness-assoc-conj
vaittirukkiRatu
keep-perf-pr-3ns
`It keeps (one's mind) active and with awareness.' (Magazine)(body copy) (Vallaarai Capsule)

Future

27. atu tavira aTaiyaaLap paricuk kuuppan onRaiyum
that except identity gift coupon one-acc-also
peRRiruppiirkaL
get-perf-fut-2pl
`You would have got an identity gift coupon also.'(Magazine)(body copy) (Sri Ram Chits)

Perfect progressive (koNTee iru)

The future perfect progressive form alone has been used denoting durative sense with an emphasis.

Future

28. unkaL DepaaciT tokai vaLarum, vaLarum...
your deposit amount grow-fut grow-fut -3ns -3ns
vaLarntu koNTee irukkum
grow-perf.prog-fut-3ns
`Our deposit amount will be growing constantly.' (Magazine) (body copy) (Karur Vysya Bank)

Iterative (vaa)

The iterative sense is found to be expressed through the use of the auxiliary verb vaa.

29. ruu 10,000/- mutal ruu.5,00,000/- varai matippuLLa
Rs from Rs upto valuable
ciiTTukkaLai ciRanta muRaiyil naTatti varukinRoom
chits-acc in a proper manner organise-iter-pr-1pl
`We have been organizing chits valued from Rs.10,000/- to 5,00,000/- in a proper manner.'(Magazine)(body copy) (Sri Visalam Chit Fund Ltd.)

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-3ns
`it 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
`I 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 piramaatam
that-loc a sweet prepare-trial-pst-1s excellent dish
`I 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
`I 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 extent
eTuttuk koLkiRoom
take back-refl-pr-1pl (Magazine) (body copy) (Jaipur Gems N Jewels)

(iii) Mood (inceptive)

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 of address. 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)

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
`invest 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 `is/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 teriyum
two-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
`it 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
`it is enough if you drink just one gulp' (Radio) (Roop-Aqua Mineral Water)

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
`it 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',`optionali ty',`probability' and `suggestive.'

Potentiality

61. mikac sTraankaana taniccuvai koNTa pala
very strong special taste have-pst.rp many
kappukaL Tii uNTaakkalaam
cups tea make-can
( `one 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
`one 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)

(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)

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

(v) Habitual negative

79. atu carumattin inRiyamaiyaata iyaRkai
that 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
`O ladies don't forget (Shakti Masala)' (Television) (Shakti Masala)

(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 naama
family be healthy must-comp-cond we
anpaa iruntaa maTTum pootaatu
be affectionate-cond-only not enough
`if 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
`I 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 the verb 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 7`O' clock permasharp
get produced-pst.rp
`we present 7 `O' clock permasharp blade which produced out of the oil grinding technology' (Magazine)(head line) (7 `O' Clock Blade)

95. enkum kiTaikkaatu kacaanaavait tavira
anywhere be available- fut.neg.3ns Kazana-acc except
`it 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)

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-emp
mukkiyamillai 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
avarkaL
esquire
`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 to persuade the audience to buy the product. Consider the following examples.

(a) Information question

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) `Alas 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 unkaLukkup
hair lose-ger-conj dandruff-conj you-purp-dat
piraccinaiyaa?
(Magazine)(head line) problem-q
(Ashwini Hair Oil) `Are hair loss and dandruff problems for you?'
(the problem can be solved by the use of Ahwini hair oil)

110. stake brand appaLamaa?
papad?
`is 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-acc
aLikkinRatu 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

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-neg
enRu 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.s
veerkkuru 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 `because',aakavee/aakaiyaal `therefore', appaTi enRaal `if it is so', ataavatu `that is' meelum, `further', illai enRaal `otherwise', attooTu `besides that', atanaal `that is why', atuvum `that too' and atu maTTumilla `not only that'

(i) aanaal/aanaa `but'

122. ciRiyatu. aLavil kuRaivaanatu.
small-pro quantity-loc less-pro
aanaal niinkaL payanpaTuttiya maRRa enta
but you use-pst.rp any other
caataaraNa pavuTaraiyum viTa pattu maTanku
ordinary powder-acc than ten times
atika cakti koNTatu
more powerful-pro
`the container is small, the quantity is less but it is ten times more powerful than any other powder you have used' (Magazine)(body copy) (Ultra Vim)

123. enta shampoo-vum carivaralee aanaa
any shampoo be suitable-pst.neg but
Organics pooTTappuRam iraNTee vaarankaLil
use-pst.rp-part.time two-emp weeks-loc
vittiyaacam terinjatu
difference be found-pst-3ns
`no shampoo was suitable, but after the use of Organics shampoo, the difference was found just in two weeks' (Television) (Organics Shampoo)

(ii) eenenRaal `because'

124. paattirankaL ulanrnta piRakum kuuTa
vessels dry-pst.rp-part.time-even
minuminuppu niiTikkum. eenenil Vim alTraa
shining prolong-fut-3ns because Vim Ultra
peesT kacaTukaL paTiya viTaatu.
paste dust allow to get-fut.neg-3ns
`the shining will prolong even after the vessels become dry because Vim Ultra paste will not allow dust to stay (on the vessels)' (Magazine) (body copy) (Vim Ultra)

125. Bramha enkee computer paTiccaaru ? septraasula taan
where learn-pst-3hs Septras-loc-emp
eennaa Septrasula D.T.P., Computer Services, Multimedia
because Septras-loc
maRRum anaittu software-kaLum kaRRut taRaanka
and all softwares teach-pr-3hpl
`where did Bramha learn Computer? It is only in Septras. Because, in Septras, they teach D.T.P., Computer services, Multimedia and all other softwares' (Radio) (Septras Computer Centre)

126. Whisper iruntaa iirankaRa peeccee ille eennaa
be-cond wetness-comp talk-emp-be. neg because
itil irukkiRa dryfeel iirattee uLLee uRinci
this-loc be-pr.rp wetness-acc inside absorb-pp
meeRpuRattee cuttamaa ularvaa vaikkutu
surface-acc cleanly dryly keep-pr-3ns
`if there is Whisper there is no scope for wetness. Because the dryfeel present in this absorbs the wetness and keeps the surface clean and dry' (Television) (Whisper)

(iii) aakavee/aakaiyaal `therefore'

127. ovvoru maNi neerattiRkum unkaLil oruvarukkuk
every hour time-lm-dat you-loc one person-dat
kiTaikkalaam oor atirSTap paricu.
get-may a lucky prize
aakavee unkaL paati nuzaivuc ciiTTaip pattiramaaka
therefore your counterfoil-acc safely
vaittirunkaL
keep-imp.pl
`every 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 oru
name-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 customers may 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 `if 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)
`it gives more beauty to the skin and hair'
`if 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 `O' 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 ukantatu
homes-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 `otherwise'

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 tayaariccirukkiRataale
natural 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.rp
iTam 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
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 camaiyalceyyaRatu
gingely 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 de- pendent clauses. The adjectival clauses used are of two kinds, Complement clauses and relative clauses.

(i) Complement clause

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

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 phrase paricutta 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 subordinate clause are preferred.

(c) Adverbial clause

An adverbial clause is used to modify a verb in the main clause. Adverbial clauses expressing the relationship of time, manner, purpose, reason, comparison, condition and concession are found to be used.

(i) Time

Simultaneous actions or events

149. carumattai mirutuvaaka cleansing ceykaiyil
skin-acc smoothly do-part.time
ceyyak kuuTiyatu, ceyyak kuuTaatatu
do can-ger do-should not-ger
`while cleansing the skin smooth, what can be done and
what should not be done (are as follows)' (Magazine) (body copy) (Pears Soap)

150. poTuku ciRitaLavee irukkumpootu arippu
dandruff very little-emp be-fut.rp part.time itching
eeRpaTum
happen-fut-3ns
`itching will start even when the dandruff are a little in quantity'(Magazine) (body copy) (Clinic All Clear)

151. inta vaaram Kishkinta pooyiTTu varumpootu
this week go-def-pp come-fut.rp-part.time
kuTumpattooTa Hotel Annamalai-le caappiTalaamunka
family-assoc Annamalai-loc dine-let-addr(resp)
`let us dine with family in Hotel Annamalai while coming back from Kishkinta this week'(Radio) (Hotel Annamalai)

Successive actions or events

152. tinacari tuunkuvataRku mun maaRRa veeNTiya
daily sleep-ger-dat before replace-need-pst.rp
tollaiyillai
trouble-be.neg
`there is no trouble in replacing (the refill) daily before going to sleep' (Television) (Good Night Liquidator)

153. putiya raagaa mahaa peek vantappuRam
new Raaga maha pack arrive-pst.rp-part.time
oree ceeSee pootumaanatu
one-emp sachet enough-pro
`after the arrival of new Raaga Maha pack, just one sachet is enough' (Magazine) (body copy) (Raaga Herbal Powder)

154. apuurva vantatukkappuRam camaiyalla
Apoorva arrive-ger-dat-part.time cooking-loc
tani taste-taan
special taste-emp
`there is always special taste in cooking after the arrival of Apoorva (mixi)' (Apoorva Mixi) (Radio)

155. koors muTintu veRRi peRRavuTaneeyee
course complete-pp succeed-pst.rp.-part.time-emp
veelaiyil ceeruvatu niccayam
job-loc join-ger definite
`it is definite to join a job very immediately after completing the course successfully' (Magazine) (body copy) (Pentagon Academy)

156. Henko Stain Champion vantatuleeyiruntu no tension
Henko Stain Champion arrive-ger-abl no tension
`no tension after the arrival of Henko Stain Champion' (Television) (Henko Detergent Powder)

157. putiya Clinic All Clear shampoo maTTumee poTukaik
new only dandruff-acc
kaTTuppaTutti azakiya talaimuTiyait tarukiRatu
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-1s
`as 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 their
meeniyezilaip paraamarikka avarkaLin
body beauty-acc maintain-inf their
ammaakkaL nampuvataiyee avarkaLum
mothers rely-ger-acc-emp they also
nampukiRaarkaL
rely-pr-3hpl
`in 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
`in 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
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
`as 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 Oil
upayookippiirkaLeeyaanaal, 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
`if 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
`if 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
sea cross-concess today taste-pr-3ns
`Idayam 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-3ns
`in 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 enRu
memory power-acc increase-fut-3ns Q
kuuRappaTTuLLatu
say-pass-pr.perf-3ns
`it 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
`one 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 parti- cle -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 preced- ed by one of the following four forms of non-finite verbs:

1. Relative Participle
2. Infinitive
3. Past participle and
4. 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 Herbal Mosquito 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

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 adver- tisements 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)

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)'
`a special (place)' (Magazine) (headline) (Philips)

197. nallatoru (kaaraNam)
good a (reason)
`a good (reason)' (Magazine) (headline) (Tornado Trendy)

198. nallatoor (vanki)
good-pro-a (bank)
`a 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)