An Analysis of Structural Choice and Patterns Used in Selected Facebook Advertisements

Citation: Ahmad, S.A. & Idris, A. (2026). An Analysis of Structural Choice and Patterns Used in Selected Facebook Advertisements. Tasambo Journal of Language, Literature, and Culture, 5(1), 142-154. www.doi.org/10.36349/tjllc.2026.v05i01.015.

AN ANALYSIS OF STRUCTURAL CHOICE AND PATTERNS USED IN SELECTED FACEBOOK ADVERTISEMENTS

By

Saleh Abdullahi AHMAD Ph.D.
Department of Languages, Nigerian Army University, Biu
salehmadbiri24@gmail.com
+2348030481997
https://orcid.org/0000-0002-2221-083X

And

Adamu Idris Ph.D
Department of English and Literary Studies, Bayero University, Kano
lamidooadamuidris@gmail.com
+2348069755782

Abstract

The study examines the NP and VP syntactic choices and patterns used in social media advertisements, which offer fresh contributions to the field of linguistics into the specific language patterns used on Facebook ads that highlight the different structural patterns and word choice impact on audience persuasion and engagement. As such, the paper provides insights into digital communication and marketing. The framework used in this study is Andrew Radford’s Inflectional Phrase (IP) Model. The study adopted the survey and manual research design method to generate the data from the official Facebook pages of the selected products. The study reveals that the verb phrase is the most dominant phrase type used in Facebook advertisements. It occurs more than any other phrase structure, such as a noun phrase, an adjectival phrase, and a prepositional phrase. Also, the choice of words revealed that informal language is commonly used in Facebook advertisements to create friendliness, connectedness, and intimacy with the target audience.

Keywords: Advertisement, Facebook, Inflectional Phrase, Digital Communication, Syntactic Choices

Introduction

Language as an expressive means through which meaning can be conveyed in written language is not always simple, as it frequently entails linguistic nuances, one of which is semantic ambiguity (Usman, Abdullahi & Shuwa, 2024). Apart from semantic ambiguity, there are many other nuances which, when care is not taken, will distort the message and meaning of a certain structure, especially in advertising. As every individual or company willing to advertise its product must ensure that the information is brief and clear to the target audience.

However, as the current study mediates between computer and communication studies, syntactic choices in social media advertisements play an expedient role in crafting messages that are both impactful and easily digestible (Awotunde, K. W., 2024). The syntax is often designed to be simple and straightforward, utilising short sentences and clauses to ensure clarity and quick comprehension (Bhatia, 2019).

The present study investigates the structural choices and patterns used in selected Facebook advertisements. The choice of these grammatical structures is essential in a social media advertising environment where users' attention spans are brief and competition for attention is intense. This technique usually enhances the persuasiveness of the message and facilitates better recall among the audience. It is worth noting that word order in social media advertisements often deviates from standard grammatical structures to enhance engagement and impact. Also, advertisers frequently use concise and direct sentences to grasp readers’ attention quickly, as they employ sentences that are typically designed to be simple and easy to understand at a glance.

Consequently, compound sentences are used less frequently but can be effective in providing additional information. The syntactic choices made by advertisers usually provide additional information about products while maintaining a smooth flow. The strategic use of these syntactic elements, therefore, helps in creating advertisements that not only capture attention but also encourage user interaction and retention, ultimately enhancing the effectiveness of social media marketing campaigns. The study of these syntactic choices highlights the intricate relationship between language and marketing efficiency in the digital age.

Nevertheless, despite the growing body of research on social media marketing, there is a notable gap in the literature regarding the structural patterns and word choice in Facebook advertisements and their impact on consumer engagement and perception. The problem at the core of this study is the lack of comprehensive understanding of how the choice of structural patterns and words in Facebook advertisements influences their effectiveness. While previous research has extensively covered aspects such as imagery, emotional appeal, styles, and lexical errors (Grace et al., 2022; Elena & Bary, 2020; Ajepe, 2021; Stephen, 2020), the structural patterns, sentence formation, and word choice used remain underexplored. This thus forms the gap in knowledge which the present study seeks to fill. As such, this study dwells on the analysis of Noun Phrase (NP) and Verb Phrase (VP) syntactic choices in Facebook advertisements. The study investigates NP and VP structural patterns, word choice, and the level of structural conformity (as these categories are the most dominant structures in most internet advertisements) that affect engagement metrics and consumer responses.

This study basically focuses on NP and VP syntactic choices in social media advertisements, offering fresh contributions to the field of linguistics through its focus on specific language patterns used in Facebook ads. It highlights different structural patterns and the impact of word choice on audience persuasion and engagement; as such, the paper provides new insights into digital communication and marketing.

Literature Review

Traditionally, the term advertisement means “selling” or the business of selling products, goods, or services to an audience. It also implies commercial solicitation designed to sell some commodity or service, or the recommendation of a particular product, service, or person. In order to give a working definition of advertisement, Jefkins (1999) defined advertising thus: “…advertising is a way of selling through the dissemination of information.” In everyday life, there are many kinds of advertisements. Broadly speaking, there are six kinds of advertisement, as stated by Jefkins (1999), namely consumer advertising, business-to-business advertising, commercial advertising, retail advertising, financial advertising, and job advertising. Subsequently, advertisements are made not only to convey information but also to encourage and persuade interest. Shurter (1971) slightly mentions advertising as a form of commercial letter that aims to make direct sales, demand production services, provide and test reactions to products, reach company prospects, maintain and develop agencies, and build goodwill. In addition, advertising structures are designed to stimulate reading interest, arouse desire for the product, convince readers that the product or service is the best, and encourage readers to take action. Therefore, it can be concluded that an advertisement must be accompanied by a purpose and structured to have a clear vision, mission, strategy, and marketing target (ibid.).

However, advertising is one of the best-known and most discussed forms of promotion; this is likely due to its wide reach. Advertising also becomes a very important promotional instrument, especially for companies producing goods or services aimed at the wider community (Morissan, 2010). Without marketing a product through advertisements, a company’s goods or services will not be able to maximally introduce, remind, and influence the public to buy them. Furthermore, advertisement is a commercial and non-personal communication about an organisation and its products that is transmitted to a target audience through mass media such as television, radio, newspapers, magazines, direct mail (direct posting), social media (such as Facebook, Twitter, Instagram, among others), outdoor billboards, or public transportation (Johnson, 2011). Advertising is a way to introduce an organisation or its products by providing information so that the wider community knows about them, and it is hoped that advertising can prompt purchasing actions. Conclusively, the American Marketing Association views advertising as a persuasive message using mass media by business institutions, nonprofit organisations, governments, and individuals with the intention of informing and persuading target audiences (Rulli, 2015). Persuasive messages can be said to use language that attracts attention and may be accompanied by the use of a celebrity model as an advertisement star. Therefore, the existence of advertising is expected to elicit reactions from potential consumers in accordance with the advertiser’s intentions.

Moreover, social media advertising refers to the use of social media platforms to promote products, services, brands, or ideas to a target audience. This form of advertising leverages vast user bases and interactive features of social media to engage potential customers, build brand awareness, and drive sales. Social media advertising encompasses a variety of promotional activities on platforms such as Facebook, Instagram, Twitter, LinkedIn, Snapchat, and TikTok. These activities include sponsored posts, display ads, video ads, influencer collaborations, and more. Social media advertisements are characterised by their interactive and multimedia nature, enabling advertisers to use text, images, videos, and interactive elements to capture audience attention and foster engagement (Tuten & Solomon, 2017; Sani, et al 2024).

Also, the effectiveness of social media advertising lies in its ability to reach a highly targeted audience with personalised and engaging content. Social media advertising offers numerous benefits for brands and businesses, as social media platforms have billions of active users, providing an extensive audience for advertisers. Social media ads encourage direct interaction with users, fostering engagement and building relationships with customers (Cvijikj & Michahelles, 2013). Consistent and engaging social media advertising can enhance brand awareness and build customer loyalty over time (Ashley & Tuten, 2015).

Facebook accords users the resources and opportunity to join international communities that engage in direct communication with one another or with other sizeable groups while exchanging ideas and content. Gangadharbatla (2008) contends that Facebook is an advertising platform financed by the sale of advertisements that are specifically targeted to users.

Facebook has solidified its position as a powerhouse in the advertising industry by harnessing the immense amount of data generated by its users. The platform collects a wide array of data points, including demographic information, user behaviour, interests, and social interactions, which it uses to provide highly targeted advertising solutions (Smith & Anderson, 2023). This precision targeting allows advertisers to reach specific audiences with a high degree of accuracy, enhancing the effectiveness of their campaigns. Moreover, Facebook’s advertising tools offer real-time tracking and analytics, enabling advertisers to monitor and optimise their ads continuously. This capability to make real-time adjustments ensures that businesses can maximise their return on investment (ROI) by refining strategies based on live data (Johnson, 2022).

However, the variety of ad formats and placement options on Facebook further enhances its appeal as an advertising platform. Advertisers can choose from image ads, video ads, carousel ads, and sponsored posts, among others, which can be seamlessly integrated into users’ feeds, stories, and even Messenger (Brown, 2021). This integration makes ads less intrusive and more engaging for users. Additionally, tools like the Facebook Pixel allow businesses to track user interactions on their websites, providing deeper insights into customer behaviour and campaign effectiveness (Taylor, 2023). The platform’s ad auction system also plays a crucial role by balancing bid amounts and ad quality, ensuring that the most relevant ads are shown to users. This system democratises the advertising process, making it accessible to businesses of all sizes (Davis, 2022).

The benefits of Facebook advertising are emphasised by Manning-Schaffel, who claims that “the ease of content generation results in incredibly high engagement, going beyond typical page visits. It also gives us a great platform from which to hear what our customers have to say.” Hence, the benefits of using Facebook as an advertising platform are significant and multifaceted. Firstly, the platform’s extensive global reach allows businesses to target a vast and diverse audience, making it suitable for both local enterprises and multinational corporations (Miller, 2023). Secondly, advanced targeting capabilities enable advertisers to tailor messages to specific demographics, increasing the likelihood of engagement and conversion (Anderson, 2021). Thirdly, Facebook ads are cost-effective compared to traditional advertising methods, providing an affordable option for small and medium-sized businesses (Wilson, 2022). Finally, the ability to track and measure ad performance in real time provides valuable insights that help businesses continuously refine strategies and improve campaign outcomes. Overall, Facebook offers a powerful combination of reach, targeting precision, and analytical tools that make it an indispensable platform for modern advertisers (Lee, 2023).

Methodology

The study adopted the survey and manual methods to generate data from the official Facebook pages of the selected products. Being users of Facebook, the researchers used their personal handles (Facebook accounts) to gain access to the Facebook handles of the selected products, where screenshots of the advertisements became important for data collection. The researchers searched, scrolled, meticulously examined, identified, and randomly screenshotted the advertisements. In this study, two (2) relevant advertisement samples were randomly picked from the Facebook handles of Viva detergent, Good Mama detergent, OralcarePlus, Nivea, and Honeywell, making a total of ten (10) advertisements altogether. The use of the random sampling technique is expedient in this study because the researchers were opportune to obtain relevant data that answered the research questions. The data were analysed by examining structural patterns, word choice, and the level of conformity or deviation. In essence, descriptions of the structures were made using tree diagrams, and explanations were supplied to accompany the diagrams. This helped the researchers and readers to understand whether the structures, lexical patterns, and word choices in Facebook advertisements conform to or deviate from the standard structural patterns of English language sentences. The researchers analysed the data based on Radford’s Inflectional Phrase.

Theoretical Thrust

The nature of this study requires a framework that provides a platform for appropriate syntactic analysis. As such, the framework considered in this study is Andrew Radford’s Inflectional Phrase (IP) Model. The Inflectional Phrase Model is an expedient concept in the field of syntactic theory rooted in the principles of Generative Grammar. Radford’s model, which builds upon the foundational work of Noam Chomsky, particularly the principles of X-bar theory, offers a structural approach to understanding sentence formation. The IP model emphasises the role of inflectional elements such as tense, aspect, and mood, which occupy central positions in the syntactic organisation of sentences. A sentence, according to Radford’s IP model (2001, 2004), is said to comprise a noun phrase (NP), which usually functions as the subject and can be broken into a determiner and a noun, and a verb phrase (VP), which can also be broken into a verb and an obligatory NP or PP. Radford’s model posits that a meaningful sentence is one that has both an NP (subject) and a VP (predicate), where both must agree in number (subject and predicate), that is, singular or plural, as well as in tense, which includes present, past, and future.

Therefore, this theory is adopted because Radford’s IP model can explain the fundamentals of the research problem identified in this paper. Also, the analysis of structural patterns of social media advertisements such as those found on Facebook can be anchored in this model because it offers a framework that can dissect how advertisers manipulate sentence structure to maximise impact. This is because social media ads often rely on concise sentences that deliver clear messages in limited space. Furthermore, non-standard syntactic structures, such as unconventional uses of tense, mood, or agreement commonly employed in social media advertisements to craft catchy and memorable phrases and sentences, can be best explored using Radford’s IP model.

Data Presentation and Analysis

The data for this study are advertisements found on the Facebook handles of Viva detergent, Good Mama detergent, Oralcare, Nivea, and Honeywell. The structural patterns identified in the data were analysed using Radford’s Inflectional Phrase Model. The structural patterns of the ten (10) advertisements that made up the sample from the selected advertisements were analysed using Radford’s Inflectional Phrase model of sentence structure. For convenience of reference, the advertisements were referred to as data.

Noun Phrase

The phrases representing the types of noun phrases (NPs) in the data were analysed using tree diagrams based on the structural patterns found in the advertisements. The data from the adverts are analysed as follows:

Figure 1: Datum 1   

Goodness in every morsel

The datum (Goodness in every morsel) in Figure 1 has the structural pattern of a noun phrase (NP). The phrase is headed by a noun or noun phrase “goodness” followed by a PP. The PP has the preposition “in” as the head followed by an adjectival phrase (AdjP) where the adjective “every” modifies the noun “morsel”. The phrase is in declarative form and could only function as the specifier (subject) and complement (predicate). This thus makes the structure deviate from the standard norms of structuring sentence of English language. Furthermore, the phrase is informal because the advertiser employs casual language to make the ad catchy.

Figure 2: Datum 2           

Your kitchen’s BFF

The structural pattern of the datum (Your kitchen’s BFF) in figure 2 exists only as a noun phrase (NP). Structurally, the phrase has the noun “kitchen’s BFF” as the head and is modified by the determiner “your”. The structure is an imperative form as shown by the use of an exclamation mark. The sentence could only serve as the subject or object of a verb and the object of a preposition in a sentence. The word choice in the datum is informal due to the nature of the structure and the abbreviation “BFF”. The advertiser uses interactional and casual language to make a strong command of Viva detergent.

Figure 3: Datum 3                 

48 hours of beauty and smoothness

The datum (48 hours of beauty and smoothness) in Figure 3 has a structure pattern of a noun phrase (NP). The structure is divided into two constituents. The first constituent, NP, has the noun “hours” as the head modified by the determiner “48”. The second constituent is a prepositional phrase (PP), which constitutes the preposition “of” and another NP, where the nouns, “beauty” and “smoothness” are joined by the conjunction “and” and function as the complement of the preposition “of”. Just like the datum in Figure 4, it could only serve as a subject or an object in a clause. As such, the datum deviates from the established syntactic structure of the English language. In the same vein, the phrase is declarative in form. The choice of words is casual and interactional, lacking conformity and informal in register parlance.

Figure 4: Datum 4                 

Bubbles of love in every wash

The datum (bubbles of love in every wash) has a syntactic structure of a noun phrase (NP). The structure has the noun “bubbles” as the head, followed by a prepositional phrase (PP). The prepositional phrase has two phrases. The first PP has the preposition “of” as the head and the noun “love” as the complement. The indirect PP, on the other hand, has the preposition “in” as the head with the NP which contains the determiner “every” and the noun “wash” as the complement. The phrase is declarative in form. Just as the advert in Figure 1, the phrase could only function as the specifier or complement in a complete sentence. This thus makes the structure deviate from the established structure of the English language. The choice of words is informal as the advertiser utilises colloquial and casual language to emphasise the quality of Goodmama detergent.

Figure 5: Datum 5                 

Myth or Fact

In Figure 5, the datum (Might or Fact) has the syntactic structure of a noun phrase (NP). The structure comprises two nouns, “might and “fact”, joined by the conjunction “or”. The structure has a declarative form. It fails to conform to the standard grammar of the English language as the structure can only function as an element in a complete sentence. The choice of words is informal. The advertiser uses such metaphorical words to present the reality and authenticity of Oralcare paste.

Verb Phrase (VP)

Phrases represent the types of adjectival phrase (VP) in the data, which were analysed using a tree diagram based on the structural patterns in the data from the adverts, as follows:

Figure 6: Datum 6                 

Pamper yourself with low-lasting fragrance

The datum (pamper yourself with long-lasting fragrance) in Figure 16 has a syntactic structure of a verb phrase (VP). Structurally, the phrase has the verb "pamper" as the root with "yourself "as the object forming the noun phrase (pronoun). "With long-lasting fragrance " is a prepositional phrase (PP), where "with" is the proposition and "long-lasting fragrance " is the object of the preposition. "Low-lasting" is an adjective modifying the noun "fragrance ". The structure function is an imperative sentence. Its primary function is to instruct or persuade the audience to engage in an action "pamper" by using Goodmama detergent. In a nutshell, the word choice is informal as the advertiser structured the words to instruct emotionally and logically the audience using direct and personalized language and emphasizing the quality of Goodmama detergent at the same time.

Figure 7: Datum 7                 

Washing with VivaViva everyday

Structurally, the datum (washing with viva) on figure 17 is a verb phrase (VP) which is made up of the verb “washing” as the head and a prepositional phrase (PP) “with viva” which in turn comprises the preposition “with” and the noun “viva”. Functionally, the phrase falls under the categorisation of a declarative sentence. Even though the structure is meaningful, it still deviates from the standard way of structuring an English sentence. Despite the meaning it makes, the context of word choice is still informal. The use of such a structure by the advertiser is to catch the audience’s attention.

Figure 8: Datum 8

Glow effortlessly every day

The datum (glow effortlessly every day) in Figure 8 has a phrase structure of a verb phrase. Structurally, the structure has the verb "glow" as the head. The verb is modified by an adverbial phrase (AdvP) where the adverb of manners "effortlessly" modifies the adverb of time "every day". The structure falls under imperative form. The lack of a subject makes it deviate from the normal way of patterning English sentences. The structure is informal as the advertiser uses sensory and casual language to convey the quality of Nivea products.

Figure 9: Datum 9                 

Feel the goodness

The datum (feel the goodness) in Figure 9 has the phrase structure of VP. The phrase has the verb "feel" as the head, followed by the NP, which constitutes the determiner "the" and the noun "goodness" as the direct object. The structure falls under imperative form and is purely informal due to the use of the casual word "feel". The advertiser employs the words so as to appeal to the audience's sensory organs.

Figure 10: Datum 10             

Keep those smiles shining bright throughout the holidays

The syntactic structure of the datum keep those smiles shining bright throughout the holidays in Figure 10 is that of a verb phrase (VP). The verb “keep” leads the sentence in the imperative mood, meaning it commands the consumers. Additionally, the implied subject makes the structure deviate from the standard patterning of English sentences. Furthermore, the choice of lexical items such as “smiles,” “shining,” and “bright” makes the language strictly informal. The advertiser's tone showcases friendly, persuasive, and engaging language.

Discussions

For proper discussion, it is revealed that 43.9% of the ads were verb phrases (VPs), with more than half occurring in the imperative form, while declarative forms were minimally used, out of a total number of 106 advertisements, which were found to be the dominantly used phrase type in Facebook advertisements. This finding is significant, as the aim of advertisers is to deliver information that would not be miscomprehended by the audience. This is because direct messages are more persuasive and appealing than indirect messages. This aligns with the findings of the research carried out by Wang and Sun (2020), which revealed that syntactic structures such as imperative sentences, declarative sentences, and interrogative sentences are commonly used in social media adverts to evoke different responses from readers. Their study also showed that imperative sentences are frequently used to command attention, while declarative sentences assert information and build credibility.

Second to verb phrases were noun phrases, with a total number of five advertisements from the product companies. This occurrence could be attributed to advertisers’ quest to be specific to potential customers, perhaps because noun phrases are expedient in conveying highly specific messages. This result resonates with Zandt (2019), whose study revealed that a variety of noun types and noun phrases such as proper nouns, common nouns, and compound nouns can be used to create different effects, and that advertisers can employ them to craft desired effects on consumers. Similarly, the research by Harynai and Azmie (2021) revealed that the high-frequency linguistic forms in Rembag photographers’ commentaries on Instagram are nouns and noun phrases.

Findings

The investigation of the structural patterns in the advertisements shows that the verb phrase is the most dominant phrase type used in Facebook advertisements, occurring more frequently than other phrase structures such as noun phrases, adjectival phrases, and prepositional phrases. It is used to create a sense of urgency, action, and directness, and is effective in grabbing the audience's attention. It also encourages audience engagement with the advertisement. The findings, after a thorough observation of word choice, revealed that informal language is commonly used in Facebook advertisements to create friendliness, connectedness, and intimacy with the target audience. In the same vein, formal language is used minimally in Facebook advertisements.

Conclusion

From the previous discussions and analyses of the various extractions derived from the selected Facebook advertisements, the study concludes that a large percentage of the advertisements deviate from conventional grammatical structures of English, favouring non-standard forms. This deviation is not arbitrary but a deliberate strategy to create more persuasive and appealing messages. Advertisers often employ verb phrases, particularly in imperative forms, to convey direct and commanding messages that are more likely to engage readers and elicit immediate responses. These phrases, being the most frequently used, reflect advertisers' goal of delivering straightforward, actionable messages that avoid ambiguity.

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Appendix

Table 1: Examples of Noun Phrases in Facebook ads

S/N	Products	Noun Phrase
1	Honeywell	Goodness in every morsel
2	Viva detergent	Your kitchen’s BF
3	Nivea	48 hours of beauty and smoothness
4	Good mama detergent	Bubbles for love in every wash
5	Oralcare	Myth or fact

 

Table 2: Examples of Verb Phrases in Facebook ads

S/N	Products	Verb Phrase
1	Honeywell	Feel the goodness
2	Viva detergent	Washing with Viva Viva everyday
3	Nivea	Glow effortlessly every day
4	Good mama detergent	Pamper yourself with a low-lasting fragrance
5	Oralcare	Keep those smiles shining bright throughout the holidays