Verb Phrase Patterns and Syntactic Deviations in Instagram Advertising: A Study of Viva Detergent

Cite this article as: Fari, A. Y., Amshi, H. M., & Ibrahim, U. (2025). Verb phrase patterns and syntactic deviations in Instagram advertising: A study of Viva Detergent. Sokoto Journal of Linguistics and Communication Studies (SOJOLICS), 1(3), 105–112. https://doi.org/10.36349/sojolics.2025.v01i03.014

VERB PHRASE PATTERNS AND SYNTACTIC DEVIATIONS IN INSTAGRAM ADVERTISING: A STUDY OF VIVA DETERGENT

By

Adamu Yusuf Fari

ayfari763@gmail.com

Gombe State University,

&

Hadiza Musa Amshi

hadizaamshi2@gmail.com

Gombe State University

&

Ummi Ibrahim

Ummiibrahi5@gmail.com

Gombe State University

Abstract

This study investigates the syntactic construction of Instagram advertisements with a focus on verb phrase (VP) structures, using the Viva Detergent Instagram platform as a case study. The study samples thirty advertisements purposively and explores how advertisers employ VPs in unconventional and structurally deviant ways to attract and engage consumers on digital platforms. Radford’s Inflectional Phrase (IP) model provides the theoretical framework for this study. The findings reveal a predominant use of imperative VPs characterised by the absence of overt or explicit subjects, structural economy, and lexical informality. These syntactic choices contribute to the construction of persuasive, relatable, and memorable advertising discourse. The study argues that such deviations are not merely grammatical but deliberate and calculated rhetorical strategies adapted to the norms and expectations of Instagram users. This paper contributes to our understanding of how informal syntactic choices shape meaning in digital advertising discourse, offering implications for discourse analysis, linguistic theory, and advertising practice.

Keywords: Verb Phrase, Syntax, Advertising, Instagram, Viva Detergent, Inflectional Phrase, Social Media Language

1.  Introduction       

Language is an important characteristic of human life, and it is indispensable to human development. Communication between individuals is done using language. It is a social process that is embedded in human culture, and as societies change, the transition of culture also changes. Human beings live in a complex world and without communication; man’s existence would be impossible (Schramm, 2000, 77). One of the language genres that has attracted attention in recent years is that of advertising. Advertising is so familiar to modern readers that it may seem odd to ask what an advertisement is (Goddard 1998 p.46). The evolution of advertising from traditional media to digital platforms has marked a significant shift in the structure and style of language use. In today’s digital space, particularly on platforms such as Instagram, advertisers engage audiences through brief and stylistically crafted posts that rely on linguistic creativity to compete for attention. Some of the linguistic features that are notable are syntactic choices. Syntactic choices refer to the decisions that a speaker or writer makes about the structure of their sentences. This includes word order, the use of various grammatical structures (like relative clauses, questions, or passives), and the way that different elements of the sentence are connected. These syntactic choices influence both the clarity and persuasive appeal of promotional messages. Since social media has become a central marketing arena or hub, understanding how language, and specifically syntax, is shaped by this context is important to both linguistic inquiry and advertising studies syntax of advertising language has received a considerable scholarly attention; however, the literature available often center on pragmatics, stylistics, or discourse analysis (Goddard, 2002; Leech, 1966), focusing largely on lexical features and stylistic tropes. Few studies have explored the grammar of advertisement texts from a syntactic viewpoint. However, despite its significant communicative function, the verb phrase (VP) is the central unit in sentence construction, yet it remains underexplored, especially in digital advertising discourse. This is an important gap and is particularly evident in the context of Instagram, where advertisers often use non-standard, elliptical, or reduced syntactic forms to enhance appeal and brevity. Thus, the current study investigates the structural and rhetorical functions of verb phrases in Instagram advertisements, using Viva Detergent’s official Instagram handle as a case study, with the goal of identifying how advertisers exploit syntax to persuade their target audience. The analysis is grounded in Radford’s (1997, 2001) Inflectional Phrase (IP), a model that allows for breaking down and interpreting syntactic structure, particularly in terms of subject–predicate relations. This model is especially relevant for analysing truncated and elliptical structures that are common in digital advertising. VivaDetergentisoneoftheleadingbrandsindetergent manufacturedandmarketedby VivaPlus and Aspira Nigeria Ltd. It commenced its operations in Nigeria in 2009 and has started local production of various brands of soaps and detergents. Aspira has its manufacturing plant with its headquarters located in Kano, Nigeria. Viva Detergent was chosen because of its active digital presence and especially its consistent use of Instagram as a marketing channel. It is a popular household name in Nigeria’s detergent market, and its social media content provides a rich data for syntactic analysis, because it offers insight into how language is tailored to resonate with everyday consumers in a culturally specific context. This study asks the following research questions: What syntactic patterns that define the verb phrase constructions used in Viva Detergent’s Instagram advertisements? How do these constructions conform or deviate from the established syntactic structure of the English language? And what are the pragmatic or persuasive implications of such choices? The study therefore focuses solely on verb phrases, and it aims to foreground how the nuanced grammatical decisions function as strategic rhetorical tools in the crafting of digital advertisements. Significantly, the study contributes to the ongoing discussions around the relationship between form and function in digital communication, particularly in commercial contexts. It also extends the analytical utility of Radford’s IP model to new media environments, demonstrating how traditional syntactic theory can still provide valuable insight into the contemporary language practices shaped by technological and social change.

2.  Literature Review

2.1  Phrase Structure Rule        

PhrasestructurerulesproposedbyNoamChomskyin1957areatypeofrewriterule used to describe a given language's syntax and are closely associated with the early stages of transformational grammar, Chomsky (1957) defines language as a formalized set of sentences generated from a formalized set of rules. They are used to breakdown a natural language sentence in to its constituent parts, also known as syntactic categories, including both lexical and phrasal categories. In Syntactic Structures (1957), Chomsky presented context-free grammar using rewrite rules. Some of the standard PSRs he proposed include:

Rule 1: S → NP + VP

This basic rule states that a sentence (S) consists of a noun phrase followed by averb phrase.

Example 1

Using:

NP → Det + N

VP → V + NP

We derive:

S
→ NP VP
→ (Det N) (V Det N)

Insert lexical items:
→ the boy kicked the ball

This rule explains why native speakers automatically recognize the boy as a constituent even though they have never memorized the sentence.

Rule 2: NP → Det + N

This rule states that a noun phrase minimally contains a determiner (Det) and a noun (N).

Example 2

NP → Det N → the girl

This rule allows the grammar to generate countless NPs such as the dog, a student, this book, etc.

Rule 3: VP → V + NP

This rule specifies that a verb phrase may consist of a verb followed by a noun phrase.

Example 3

VP → V NP → chased the cat

Combined with Rule 1, we get:

S → NP VP → the man chased the cat

Rule 4: VP → V + NP + PP

Chomsky also allowed expansions of VP to include prepositional phrases.

Example 4

VP → V NP PP
→ put the book on the table

This helps explain the hierarchical structure of complex predicates.

Rule 5: S → NP + Aux + VP

In 1965, Chomsky introduced Aux (auxiliary) to handle tense, negation, and modals systematically

Example 5

S → NP Aux VP
→ John will eat the food

Here:

Aux → Tense (Modal, Perfect, Progressive, etc.)

Tense → [+past] / [+present]

This rule allows movement transformations (e.g., John will eat → Will John eat?).

Rule 6: VP → V + NP + (PP)

A more flexible VP rule was introduced to allow optional constituents to use parentheses.

Example 6

VP → V NP (PP)
→ gave the boy (a book)
→ put the cup (on the table)

This makes the system more powerful for describing multiple verb subcategorization patterns.

Rule 7: NP → (Det) (AdjP) N (PP)

In Aspects, NP rules were expanded to account for modifiers.

Example 7

NP → Det AdjP N PP
→ the beautiful woman in the car

This reflects the hierarchical structure of nominal expressions.

2.2  Studies on Digital Media Discourse      

Many scholars have conducted studies to explore the use of language in social media advertisements. Khan (2016) investigates the roles of social media in the development of the English language vocabulary at university level. The researcher’s sample 36 university lecturers via random sampling technique. The data was analysed using statistical tools. The finding reveals that social media plays a significant role in the development of the English language vocabulary at the university level. Thus, Khan's study is related to the current study as it also deals with lexical choice of the English language in relation to the Instagram advertisements.

Another relevant study is that of Hidarto (2021), who carried out a multimodal analysis of the persuasive language of online advertisements. The samples of 24 advertisements posted by Indonesian influencers were obtained from Twitter and analysed. The result revealed that tweeter advertisements demonstrated vast amount of colloquial and informal language use. Similarly, raga et al. (2019) studied the language of Facebook advertisements. The study found that, to engage users on Facebook, advertisers use a variety of language choices and sentence structures, including unconventional sentence structure such as omitting articles, subjects and verbs    

Zandt (2019) conducted a study on the use of noun phrases in advertising. The purpose was to investigate how noun phrases are used to create meaning and influence consumers. Zandt's research focused on a variety of different types of noun phrases, including proper nouns, common nouns, and compound nouns. The study found that different types of noun phrases can be used to create different effects, and that advertisers can use them to create a desired effect on the consumers. Leechand Short (2007) studied the language of traditional advertisements, such sprint and television ads, to understand how advertisers use language to create a specific effect. They found that context and culture play a role in how the advertisements are perceived by the audience. Leech and Short also found that advertisers often use non-standard syntax and grammar to create a sense of informality, which can be more effective in engaging the audience. They point out that this approach can be seen as a "breakwithconventional linguistic norms," and it can help advertisers to create a more personal and approachable tone.   

Leech and Short's (2007) work was published in the early 2000s, when digital media was not as widespread as it is now. Social media has evolved and might have changed a lot since Leech and Short’s research was published. Moreover, unlike the current study, which focuses on a specific platform (Instagram) and uses a different framework for analysis, their work did not specifically look at the language of social media advertisements but focuses too much on print language and doesn't account for social media language. Furthermore, it was also argued by some scholars that Leech and Short (2007)’s definitions of style and politeness are some what vague and open to interpretations; theirframework centerstoo largely in Western context and don’t account for the different styles used in other cultures. Thus, this study aims to fill this gap by examining the use of verb phrases in Instagram advertisements using Viva Detergent’s official handle as a case study, with the view to enhancing scholarly understanding of how grammatical structures are adopted to meet the communicative need or demand of contemporary digital advertising.

3.1  Theoretical Framework        

The study adopts Redford’s (1997, 2001) Inflectional Phrase (IP) model as the analytical framework. Redford’s model originates from Chomsky (1957)’s phrase structure rules and tree diagram model, but with an emphasis on the internal hierarchical structure of clauses, particularly the relationship between the subject (NP) and the predicate (VP). Redford’s (1997, 2001) IP model posits that a sentence is headed not by the traditional ‘S’ node but by an inflectional head (I), which governs the tense and agreement features of the clause, and selects both the subject and the VP as its core constituents. The model becomes popular as Redford (2001) introduces inflection as a single lexical category and classifies finite inflected auxiliaries and infinitives under it.Radford(2001)states that the fact that infinitival top patterns like inflected auxiliaries in several aspects strengthens the case for regarding infinitival to and auxiliaries as belonging to the same category. According to Redford's (2001) a sentence is a free-standing phrase which is not contained within some larger expression. Sentences according to Redford's Inflectional Phrase are formed by merger operation, that is, by inflecting a structure upon a structure; that all complete sentences must contain a basic structure consisting of a noun phrase (NP) /subject phrase and a verb phrase (VP). The noun phrase can be further broken down into a determiner and a noun, and the verb phrase can be broken down into a verb and an optional noun phrase (NP) or prepositional phrase (PP). Redford’s (1997, 2001) IP model was chosen because of its relevance to this study, and its ability to account for and accommodate incomplete, fragmentary and structurally reduced or elliptical constructions (which are common in advertising language) and still retain formal rigour. It also allows the researcher to explain how minimal phrases can convey complete propositions within a given context. Furthermore, Redford’s model enables this study to explore not only how verb phrases are constructed within Instagram advertisements, but also how they function pragmatically despite deviating from standard clause structures.

3.2  Methodology         

This study adopts a qualitative-descriptive research design. The data consists of thirty (30) purposively sampled Instagram advertisements sourced from Viva Detergent’s official Instagram platform. The selected posts span a 12-month period (January to December 2023) and include only in-image text that contains the advertisement’s message. The primary unit of analysis is the verb phrase (VP), which constitutes any string of words that serves a verbal or predicative function within the advertisement, whether accompanied by an overt subject or implied. Each VP is examined using Redford’s (1997, 2001) IP model to determine its syntactic structure, clause type and degree of conformity or deviation from the established English syntax. The analysis also considers lexical choices and the register, particularly how informality, abbreviation, and conversational tone interact with syntactic form to shape persuasive meaning. The findings are presented thematically according to recurring syntactic patterns, with illustrative examples taken directly from the data. Explanation and commentary is provided on how these patterns function rhetorically within the advertising context.

4. Data Presentation, Analysis and Discussion     

4.1  Dominance of Imperative Structures and Subject Ellipsis  

The analysis finds the dominance of imperative verb phrases with implied subject. This omission of subject aligns with Radford’s (2001) claim that the IP model accommodates subject less structures through syntactic ellipsis governed by discourse assumptions. Consider the following examples:

8. Care for your colours better

9. Wear new clothe

In the constructions above, the implied subject ‘you’ is grammatically absent but pragmatically understood. These instances conform to the structural expectations of imperatives; however, their syntactic incompleteness would be considered non-canonical in formal English. However, within the advertising context, such omissions serve several persuasive purposes as follows:

-They simulate direct address and establish a conversational tone.

-They reduce structural bulk and increase readability and memorability.

-They allow for a degree of informality that mirrors common digital media interactions.

This goes in line with Radford (1997)’s position that imperatives are unique in English for their subjectless licensing, making them particularly suited to minimalist promotional text.

4.2  Structural Economy and Phrasal Reduction    

The analysis also reveals extreme syntactic economy, in which a minimal string of words conveys a full propositional meaning. For example:

10. Smell the freshness

11. Watch your clothes go

The above examples reflect binary branching typical of VP construction, with a verb head selecting a noun phrase (NP) as its complement, which although result fragmentary, but their internal structure remains syntactically traceable. However, what is omitted such as auxiliary verbs, subjects, and prepositions are as telling as what is included. Such reduction is not accidental; it supports Instagram’s visually driven, low-attention economy, where linguistic brevity enhances visual focus and emotional resonance. This aligns with Goddard (2002) and Leech (1966)’s observation that the effectiveness of advertising always lies in its ability to compress meaning and clarity which VPs frequently aim to achieve.

4.3  Colloquial and Informal Lexical Choices in VPs

Another prominent feature of verb phrases is their lexical informality. Verbs such as “show up”, “go”, “shine”, and “watch out” carry conversational tones and often draw from phrasal verb constructions more common in spoken than written English. For instance:

1.“Watch out”

2.“Gone for good”

3.“Choose your fighter”

These expressions depart from traditional advertisement formality as they replace technical vocabulary with culturally familiar and socially casual ones. The strategic function of this register is to create intimacy and immediacy between brand and consumer, which could not be easily achieved through more formal syntax or diction. However, syntactically, many of these examples are not complete IP construction. “Gone for good”, for example, lacks an overt subject and auxiliary, which might classify it as ungrammatical in prescriptive terms. However, within the IP framework, such expressions can still be analysed as elliptical inflectional phrases where context fills in the syntactic gaps (Radford, 2001).

4.4  Creativity through Syntactic Deviation

It was also found that some verb phrases merely omit expected elements to display creative deviation. Consider the following examples:

1.“Describe your Friday plans with Viva”

2.“See the difference in every wash”

3.“Make memories this week”

The examples above incorporate imperative structures with semantically rich noun phrases, giving them narrative depth and still maintain syntactic economy. They reflect the blend of structure and suggestion, where the VP invites the reader to imagine, visualise, or participate emotionally. It is worthwhile to note that, this deviation is not by accident but a deliberate rhetorical craft, what Leech (1972) termed as “creative violation.” However, they are considered well-formed constructions under ellipsis principles within Radford’s inflectional phrase model, but they also perform symbolic work: because they suggest action, ownership, and aspiration in just a few words.

4.5  Summary of VP Patterns

Table 1: VP Patterns

Pattern	Example	Feature	Rhetorical Function
Imperative VP	Care for your colours	Subjectless, direct	Immediacy and engagement
Minimal VP	Fear no stain	Two-word, elliptical	Brevity and punchiness
Informal VP	Show up in style	Phrasal verb, colloquial	Relatability and friendliness
Narrative VP	Describe your Friday plans	Verb + NP, imaginative	Emotional appeal
Deviant VP	Gone for good	Missing subject/aux	Symbolic suggestion

Discussion of Table 1: VP Patterns

Table 1 presents five types of Verb Phrase (VP) patterns and demonstrates how different structural forms of VP contribute to rhetorical meaning. Each VP pattern uses a particular grammatical structure to achieve persuasive or stylistic effects, especially in advertising, slogans, or expressive writing.

1. Imperative VP

Example:Careforyourcolours
Feature:Subjectless, direct
Rhetorical Function: Immediacy and engagement

The imperative VP is a verb phrase used to issue commands, invitations, or instructions. Its characteristic feature is the absence of an explicit subject, since the subject youis implicitly understood. The structure is direct and action oriented.

In Care for your colours, the imperative encourages immediate action. This creates a sense of involvement, prompting the audience to engage personally with the message. Imperatives are commonly used in advertisements (e.g., Buy now, try it today) to compel participation and create urgency. Thus, this VP pattern enhances engagement by addressing the reader directly.

2. Minimal VP

Example:Fear no stain
Feature: Two-word, elliptical
Rhetorical Function: Brevity and punchiness

The minimal VP is a highly compressed form that often consists of just a verb and a complement or object. It is elliptical because several grammatical elements are left out, such as determiners or subjects, yet the sentence remains interpretable.

In Fear no stain, the omission of the subject (You) and the determiner (any stain) gives the phrase a sharp, bold tone. The brevity creates impact and memorability, which is effective in slogans. The structure produces forcefulness because it strips the sentence to its essential action, giving it punchiness and rhythm.

3. Informal VP

Example:Show up in style
Feature: Phrasal verb, colloquial
Rhetorical Function: Relatability and friendliness

The informal VP often incorporates phrasal verbs (e.g., show up, hang out, dress up) and conversational vocabulary. These constructions are typical of spoken or casual English, making the message feel accessible.The example Show up in style uses the phrasal verb show up, which adds an informal, friendly tone. This pattern works especially well in promotional or lifestyle contexts where a brand wants to appear youthful, modern, and approachable. VP fosters relatability, helping the audience feel that the message aligns with everyday speech.

4. Narrative VP

Example:Describe your Friday plans
Feature: Verb + NP, imaginative
Rhetorical Function: Emotional appeal

The narrative VP encourages the reader to imagine a scenario, picture an event, or create a story. This VP typically contains a verb followed by a noun phrase (NP) that introduces an imaginative or experiential element.In the example Describe your Friday plans, the VP prompts the reader to envision a future event. This structure evokes feelings, memories, or anticipation. Narrative VPs are effective in persuasive communication because they stimulate the audience’s imagination, building an emotional connection between the reader and the message.

5. Deviant VP

Example:Gone for good
Feature: Missing subject/auxiliary
Rhetorical Function: Symbolic suggestion

The deviant VP breaks standard grammatical patterns, often lacking a subject or an auxiliary verb. For example, in Gone for good, the expected full form would be It is gone for good. The omission of the subject (it) and auxiliary (is) creates a fragment-like VP.This deviation draws attention because it does not conform to the typical sentence structure. The truncation adds symbolic or dramatic effect, making the phrase feel final and strong. Deviant VPs are common in slogans, poetry, and headlines where stylistic impact matters more than grammatical completeness.

4.6  Summary of Key Findings

1. Most of the verb phrases were imperative with implied subject, creating a tone of direct address that fosters immediate engagement with the audience.

2. Many of the verb phrases were structurally minimal, making the Instagram advertising messages not only concise but memorable.

3. Colloquial expressions and phrasal verbs were used by the copywriters which reflect the informal communicative style which is the feature of Instagram discourse.

4. It was observed that Instagram advertisements deliberately deviate from the norm which serves as creative strategies designed to capture attention.

5. It was also observed that some verb phrases have narrative elements to invite target consumers to promote a sense of intimacy with the brand.

5.0  Conclusion       

This study has explored the syntactic character of verb phrases in the Instagram advertisements of Viva Detergent, using Redford’s Inflectional Phrase (IP) model as an analytical framework. The findings show that Viva Detergent’s Instagram advertising strategy draws significantly on imperative structures, truncated clauses, and informal phrasal expressions to achieve brevity, stability, and persuasive resonance. Although many of these constructions deviate from the conventional and established syntactic structure of the English language, they remain contextually functional and communicatively rich, and this reflects the adaptable nature of language in digital advertising. This paper therefore highlights the communicative power of verb phrases in shaping meaning within the digital advertising space. Viva Detergent’s use of syntactic brevity and structural creativity exemplifies the evolving nature of written language on social media platforms where the line between formal syntax and functional effectiveness is increasingly unclear.

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