Citation: Abdullahi, S. A., Mshelbwala, C. U. and Awotunde, K. W. (2026). “On the Syntactic Choice of Adjectival and Adverbial Phrases in Selected Facebook Advertisements: A Radford Inflectional Phrase Approach.” In Ɗunɗaye Journal of Hausa Studies, Vol. 04, No. 01, Pp. 22 – 31. www.doi.org/10.36349/djhs.2026.v04n01.004.
ON THE SYNTACTIC CHOICE OF ADJECTIVAL
AND ADVERBIAL PHRASES IN SELECTED FACEBOOK ADVERTISEMENTS: A RADFORD
INFLECTIONAL PHRASE APPROACH
By
Saleh Ahmad Abdullahi, PhD
Department of Languages, Nigerian Army
University Biu
And
Mshelbwala, Comfort Usman, PhD
Dept. of English and Literary Studies,
Federal University of Kashere, Gombe
State
And
Awotunde, Kehinde Wakeel
Department of Languages, Nigerian Army
University Biu
Abstract:
This study
investigates the syntactic choice of adjectival and adverbial phrases from the
selected Facebook advertisements as a persuasive tool for brand slogans to
attract consumers to the product(s). This study is anchored within the
guidelines of Radford Inflectional Phrase (IP) model, where IP model emphasises
the role of inflectional elements such as tense, aspect and mood that occupy
central positions in the syntactic organisation of sentences. The study adopted
the survey and manual method of data collection, where the researchers used
their mobile personal phones and screenshot as instruments for data collection.
The study samples nine (9) advertisement, which were randomly picked from the
Facebook handles of Viva detergent, Good Mama detergent, Nivea and Honeywell.
The results of this study show that adverbial phrase is rarely used in social
media ads as compared to adjectival phrases; it appears least in terms of usage
in Facebook ads as advertisers always avoid using it to prevent confusion. The
results also reveals that imperative form is fervently used in Facebook
advertisements with the motive of creating direct language to encourage
audience to take a specific action, thereby making the message persuasive and
arrest audience's attention. The declarative form is moderately used while
Interrogative form is less used in Facebook advertisements. It is advised that
the advertiser should always select a language that resonates with a target
demographic that could create emotional connection and enhance engagement and
also be aware that syntactic choices such as tone and structure influence how
persuasive and appealing the message is. Lastly, they should know that language
is an essential tool for increasing visibility and effectiveness of the
products.
Keywords: Brand Slogans, Persuasive Tool, Inflectional Phrase,
Syntactic Choice, Target Consumers.
Introduction
As every
individual or company is willing to advertise its product, as such; briefness,
clarity of the information to the target audience is necessary (Abdullahi &
Idris, 2026). This signifies the linguistic value clarity and briefness are
playing in composing advertisement message. Interestingly, social media
advertisement is one of the ways in which product marketing is adding weight,
considering the large number of audience that adopt to the new era of internet.
Many organizations hired experts or linguists to pour out their digital skills
in composing catchy information that will sell out their product(s), thereby
making the use of convincing words to the reader(s) that favour the
marketability of the products, as adjectives or adverbs served to serve this
task that put more clarity to the need of the audience.
Advertising is a
crucial tool that businesses use to introduce products and services to
customers. For advertising to be effective, language must be carefully
selected, creative, concise and highlight the key features of the product to
attract customer attention and stimulate purchasing demand. Advertising
language must also be rich and aesthetically pleasing as it represents a unique
form of text that combines scientific, artistic, practical and aesthetic
qualities (Võ Thanh Hương,
2004).
Alongside names
and logos, advertising slogans are one of the three core elements of a brand.
According to Wikipedia, the free encyclopedia; Advertising slogans are
short phrases used in advertising campaigns to generate publicity and unify a
company's marketing strategy. The phrases may be used to attract attention to a
distinctive product feature or reinforce a company's brand.
Some slogans are
created for long term corporate identity processes, while others are interested
in specific limited-time campaigns. However, since
some ideas resonate with the public with persistence, many
advertising slogans retain their influence even after general use is
discontinued. If an advertising slogan enters into the public vernacular,
word-of-mouth communication may increase consumer awareness of the product and
extend an ads campaign's lifespan, or cause a company to adopt it for long
term advertising and identity (Mitchell, 2007).
Slogans that
associate emotional responses or evoke recollections of memories increase their
likelihood of being adopted by the public and shared (Mitchell,
2007). Additionally, by linking a slogan to a commonplace discussion topic
(e.g. stress, food, traffic), consumers will recall the slogan
more often and associate the corporation with their personal experiences
(Mitchell, 2007).
If a slogan is
adopted by the public, it can have a notable influence on everyday social
interaction. Slogans can serve as connection points between community members
as individuals share pithy taglines in conversation (Mitchell, 2007). In
contrast, if an individual is unaware of a popular slogan or tagline, they can
be socially excluded from conversation and disengage from the discussion
(Mitchell, 2007).
In advertising,
adjectival and adverbial phrases serve as critical persuasive tools.
Advertisers use adjectival phrases to build desirable product images
and adverbial phrases to emphasize product benefits, resulting in
dynamic, highly persuasive messaging.
Advertising as a
process of making your product and service known to the marketplace through
print, television, radio or the Internet, adjectival and adverbial phrases in
the context of advertising have a specific function to perform, which is quite
different from their conventional and ordinary function known to them. This
point is clarified in the study of Lewis (as cited in Schmitz & Meb, 2008:
p. 1), who states that the main purpose of advertising is “to attract the
consumer, to create an interest for the product or service, to make the
recipient desire the advertised product and—finally—to induce an action, i.e.
the purchase of the product”. Leech (1966) notes that in commercial ads,
product or service suppliers attempt to persuade consumers to buy their product
rather than other products.
One of the main
tools employed to achieve this goal is the use of adjectives and Adverbs.
Similarly Kokemuller (n.d.: para.1) assumes that the use of adjectives in
advertising is to highlight the benefits and advantages of a certain product to
make it appeal to targeted customers. According to Leech (1966) good, better
and best are among the most frequently used adjectives to describe brands.
Better and best are competitive words that suggests; the advertiser’s brand is
either better than competing options or the best available product on the
market. On the other hand, adverbs in advertising act as linguistic
intensifiers and action drivers, shaping consumer emotions and urging immediate
response. By modifying verbs and adjectives, they exaggerate benefits,
accelerate buying decisions and add urgency to campaigns.
With adjectives,
these words are there to seduce you into believing in the product or service
advertised. Adjectives bring depth to adverts and the right adjectives can
completely spin a situation into a positive. For example, Subway’s ‘Eat
Fresh’ combines both an adjective and an imperative. ‘Eat’ being the
command and ‘fresh’ establishing that the food they offer is healthy,
tasty and from a food-safe and hygienic environment. The adjective here is so
simple it’s hardly worth thinking about, but when picked out, you realise the
power a simple word like that has. Invoking ideas of either safety or health
are two of the most common ways to push a product to an audience – after all,
these are two concepts people constantly want more of.
Similarly,
Google’s recent campaign for the Pixel phone repeatedly uses the adjective ‘new’
to great effect throughout the course of the advert. The phrase is segmented
from the text in the advert, making it more memorable to the viewer. As with
health and safety, having something new is inherently appealing to the
technologically driven audiences that are so widespread now and it creates the
legendary ‘buzz’ around a product. Adjectives that are as simple as ‘new’
or ‘fresh’ can completely change the way an advert is viewed and
consumed.
Furthermore, many
adverts also use verbs and adverbs to encourage people to action. Marmite, with
their infamous ‘You either Love it or Hate it’ slogan sticks out
clearly. It forces you to choose between love or hate, both of which are
powerful, loaded words with intense connotations of emotion behind them.
Similarly,
McDonald’s ‘I’m Lovin’ It’ creates a sense of togetherness, as each
consumer places themselves in the context of the ‘I’ here and so we all
assume that we are indeed, lovin’ it. If the advert used ‘You’re Lovin’ It’
it becomes presumptive of the consumer and works to split people apart, when
McDonald’s wants people to feel part of the brand and therefore come and eat at
their restaurants. Understanding the simple act of how to address the audience
can create a huge shift in the perception of the advert.
Language in
adverts is vast, varied and constantly evolving. From customer specific adverts
that address you directly, to adverts promising huge concepts such as health,
love, sex, freedom, safety and more, you would be surprised at how many
connotations adverts contain and how much they influence you on a subconscious
scale. Understanding how to use language in adverts is a skill in itself and
you will know when you get it right; the customers will come flooding through
the door.
Literature
Review
Somayeh and
Abdollah, (2013), study the Importance of Advertising Slogans and their Proper
Designing in Brand Equity, where Slogan is usually an unforgettable phrase that
is frequently used to express an idea or purpose. Slogans have been employed in
religious and political areas long time ago, but nowadays they are mostly used
in business and trading. They vary from other ordinary text and images, and
often because of their simple structure cannot convey a lot of concepts and
details. Hereupon, slogans instead of drawing specific audience, address
general audience to convey their particular meanings. Brand owners pay lots of
money to advertising agencies to come up with snappy advertising slogans.
Advertising slogans often claim to have knowledge of something and attempt to
show it. Slogans usually serve a substantial role in calling audience’s
attention to one or more aspects of a product or service. Normally slogans
claim that the advertised product or service is of the highest quality, or is
the most delicious, the most inexpensive, or nutritious… one. The slogans
should point out, at least, the most important advantage of a product, or
respond to the audience’s needs, or offer more benefits for their
future/probable customers.
Also, in Ghedeir,
(2022) study the effectiveness of advertisements in promoting companies`
products which led to the spread of advertising all over the world and a
significant amount of this advertising uses English language. This paves the
way to the emergence of advertising English that has been considered a variety
of English for Specific Purposes (ESP), more specifically of English for
Business and Economics (EBE) because of its economic content and purpose.
English for advertising has very specific linguistic and discursive features
that show that advertising English is a particular genre of specialized
discourse. Thus, the study analyzed the language of advertising in English in
order to identify the different linguistic and discursive specificities of
advertising English. For that, the study selected a sample of advertising
English texts. This paper ends up with presenting the different key linguistic
and discursive features of English for advertising.
However, Berhanu
(2020) study syntactic structures of Awgni Adjective, Adverb and Preposition
Phrases. The paper attempts descriptive research design, which indicated that
Awgni Adjective, Adverb and Preposition Phrases were pending in a variety of
head, complement, specifier and adjunct utterances. The selections of
complement, adjunct and specifier in between phrases were to some extent
syntactically similar. Moreover, the study showed that syntactic structures
have dominance and precedence relationships.
Furthermore, Vo
Thi Anh Dao, (2025) study studies advertising slogans as one of the most
influential tools for building brand identity and attracting consumer attention
in today’s competitive market. Despite their widespread use, many marketing
professionals continue to face challenges in crafting effective slogans, often
leading to weak associations between brands and their slogans. The study also
investigates the distinctive syntactic features of English and Vietnamese
advertising slogans, with the purpose of identifying both similarities and
differences between the two languages. A descriptive and comparative research
design was employed, analyzing a corpus of advertising slogans collected from
English and Vietnamese newspapers and magazines. The findings reveal that slogans
in both languages frequently employ simplicity, brevity and elliptical
structures—such as noun phrases, adjective phrases, and verb phrases—though
English slogans show a greater tendency toward ellipsis and dynamic
expressions. Additionally, repetition at the syntactic level emerges as a
significant device in both languages, enhancing memorability and persuasive
power. These results provide valuable implications for teaching and learning
business English, offering learners and teachers’ deeper insights into the
linguistic mechanisms of advertising language. Furthermore, the study proposes
practical guidelines for advertisers and copywriters to design effective
slogans that strengthen brand recognition and consumer engagement.
Similarly, Ebaid
(2018) study studies Adjectives as integral elements in linguistic structures,
whose main function is to identify, describe and modify nouns or pronouns. The
study focuses on a frequent and ubiquitous use of adjectives in which an
adjective, a highly effective persuasive tool, occurs solely without a head
noun. This type is common in marketing when more precisely an adjective
represents or stands for the name of a certain product. The analysis focuses on
highlighting the features and meanings associated with such products that
render them worth buying. The study found that adjectives prove to be strong
persuasive tools to the extent that producers and advertising agencies are
urged to use them solely to name products. It is also found that some
adjectives reflect socio-cultural aspects as in the case of the products called
Organic which appeal to Western and European consumers, while products called
Beiti or homemade have a strong appeal to Egyptian consumers.
However, from the
above studies, this research is unique on the Syntactic Choice of Adjectival
and Adverbial Phrases from the Selected Facebook Advertisements, where these
aspects were used as persuasive tools for brand slogans to attract consumers to
the product(s). In view of that the present study makes it clearer by adopting
the Radford Inflectional Phrase Approach as guide for the study.
Theoretical Framework
The nature of this study requires a framework that
provides a platform for an appropriate syntactic analysis. As such, the
framework that is considered in this study is that of 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. Sentence according to
Radford’s IP model (1997, 2002), is said to comprise a noun phrase (NP) usually
functions as subject and can be broken down into a determiner and a noun and a
verb phrase (VP) which can also be broken into a verb and obligatory NP or PP.
The Radford model posits that a meaningful sentence is the one that has both NP
(subject) and VP (predicate). And that both the subject and predicate must
agree in number that is singular and plural as well as tense which include
present, past and future.
Therefore, this theory is adopted because Radford’s IP
model could explain the fundamentals of the research problem identified in this
research. Also, the analysis of structural patterns of social media
advertisements such as those found on Facebook, can be anchored by the 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 the unconventional uses of
tense, mood or agreement that are commonly employed in social media
advertisements to craft catchy, memorable phrases and sentences can be best
explored using the Radford’s IP model.
Methodology
The study adopted
the survey and manual method of data collection. The key instruments of gathering
data for this research were the researchers themselves
and their phone handles. The researchers, therefore, used their personal mobile phones and screenshot the data as instruments for data collection. Researchers being users of
Facebook, used their personal handles of Facebook accounts to get access to the
Facebook handles of the selected products, where screenshots of the
advertisements became important in the collection of data. Researchers
searched, scrolled, meticulously examined, identified and screenshots the
advertisements randomly based on the key concern of the present research. The study samples nine (9) advertisements, which were randomly picked from the
Facebook handles of Viva detergent (2
data), Good Mama detergent (2
data), Nivea (2 data) and Honeywell
(3 data) making a total
number of nine (9) advertisements all together. The reasons for these choices from the handles, is because
people have more access to those things as compared with the other things of
human lives and these things were used on daily basis for human consumption.
Data
Presentation and Analysis
This segment
presents the data obtained from the selected Facebook advertisement and were
analysed based on the Radford Inflectional Phrase Model, where each data was
described based on the structural formulation of the ads information. This
study focused only on the adjectival phrases and adverbial phrases, though the
Nominal and Verbal phrase aspects were considered in Abdullahi & Idris (2026) using the same
tool of analysis.
Adjectival Phrase (AdjP)
Phrases represent the types of adjectival phrase
(AdjP) in the data were analysed using tree diagram based on the structural
patterns in the data from the adverts were analysed as follow:
Figure 1: Viva Plus; Quick question
The (quick question) in figure 1 has a phrase structure of adjectival phrase (AdjP). The structure has the adjective “quick” as the head modifies the noun “question”. The structure falls in the imperative form. Although it is meaningful, it however, does not conform to standard ways of patterning English sentences as it does not contain other elements of the sentence. In the same vein, the choice of words is informal as such expression could only be used in a purely informal setting. The advertiser utilises the casual language to call the audience’s attention on possible issues they might want to express.
Figure 2: Honeywell; Daily dose of nourishment
The datum (daily dose of nourishment) in figure 2 has the syntactic structure of an adjectival phrase (AdjP). The structure has two constituents which include AdjP headed by the adjective “daily”, which modifies the noun “dose”. The other constituent has the structure of PP with preposition “of” and its complement, noun (NP) “nourishment”. The structure is declarative in form. The structure violates the rules of the established structure of the English language as the structure can only function as NP within a complete sentence. The choice of words is informal. Perhaps, the advertiser did it intentionally to arrest the attention of the potential audience.
Figure 3: Nivea; Anti sweat, Anti odour
The syntactic structure of the datum (Anti sweat, Anti
odour) in figure 3 is that of an adjectival phrase (AdjP). The structure has
two AdjPs with each has the adjective ‘anti” modifies the nouns “sweat” and
“odour” in the two phrases respectively. The structure is declarative in form.
Just as the datum in figure 3, the structure could only be used
as NP in a complete sentence. This, thus, deviates from the standard grammar of
the English language. However, the choice of the words is informal. The
copywriter converts the prefix “anti” to adjective to give the counteracting
nature of nivea product in a casual tone.
Figure 4: Good Mama; Gentle on your hands
The datum (Gentle on your hand) in figure 4 has the
syntactic structure of an adjectival phrase (AdjP). The AdjP is headed by the
adjective “gentle”. The prepositional phrase (PP) modifies the adjective and is
composed of the preposition “on” and NP, which has determiner “your” and
noun “hands”. The phrase is in the form of a declarative sentence. The omission
of other elements makes it deviate from the established structure of the
English language. The choice of words is informal as the copywriter metaphorically
presents the quality of Good mama detergent in a very casual and
conversational tone.
Figure 5: Good Mama; Clean clothes, Fresh fragrance
The datum (clean clothes, fresh fragrance) in figure 5
above has the syntactic structure of an adjectival phrase. This is because of
the presence of implied nouns which it might modify. The phrase comprises two
AdjPs with “clean” modifies the noun “clothes” in the
former and the adjective “fresh” modifies the noun “fragrance” in the latter
phrase. The structure is declarative in form. The structure deviates from the
rule of standard grammar because it could only be used within a larger noun or
as a predicative adjective in a complete sentence. The choice of words is
relatively neutral which could be considered as semi-formal because the words
“clean” and “fragrance” are universally possible and straightforward, making
them suitable for a broad audience. The advertiser uses the words to evoke the
sensory experiences of the potential audience and to emphasize the benefits of
the product in a concise manner.
Adverbial Phrase (AdvP)
Phrases represent the types of adverbial phrase (AdvP)
analysed using tree diagram based on the structural patterns in the data from the adverts are analysed as follow:
Figure 6: Nivea;Specially made for your shade of
beautiful
The datum (specially made for your shade) in figure 6 has the syntactic structure of an adverbial phrase. The phrase is headed by the adverb "specially" which modifies the verb phrase (VP). The VP also consists of the main verb "made" and prepositional phrase (PP) with preposition "for" followed by the NP which also has the determiner "your" and noun "shape". The form of the datum is declarative. The structure deviates from the established syntactic structure of English sentences. Furthermore, the choice of words is informal as the advertiser uses casual and colloquial language to make this simple statement on Nivea cream.
Figure 7: Honeywell; Everywhere good
In figure 7, the
datum (everywhere good!) has a syntactic structure of an adverbial phrase
(AdvP). The structure is imperative in form. Being an incomplete statement, the
structure could only function as a complement of a verb in a complete sentence.
The choice of words is informal. The advertiser adopts casual tone to express
the mobility of Honeywell foods.
Figure 8: Honeywell; Before After
Just as figure 7,
the datum (before after) in figure 8 has
a syntactic structure of an adverbial phrase (AdvP). The structure is
declarative in form. Being an incomplete statement, the structure could only
function as a complement of a verb in a complete sentence. The choice of words
is informal. The advertiser adopts casual and conversational tone to make the
message brief.
Figure 9: Viva Plus; Instantly cut through grease
The datum
(instantly cut through the grease) in figure 9 has the syntactic structure of
an adverbial phrase (AdvP). It is declarative in form and could only be used as
the complement to modify verb in a sentence. The choice of words is informal.
The structure also deviates from the established structure of the English
sentence. The advertiser uses casual language to convey daily activity to the
audience.
Conclusion
In conclusion, The
results of this study show that adverbial phrase is rarely used in social media
ads as compared to adjectival phrases; it appears least in terms of usage in
Facebook ads as advertisers always avoid using it to prevent confusion. The
results also reveals that imperative form is fervently used in Facebook
advertisements with the motive of creating direct language to encourage
audience to take a specific action, thereby making the message persuasive and
arrest audience's attention. The declarative form is moderately used while
Interrogative form is less used in Facebook advertisements. It is advised that
the advertiser should always select a language that resonates with a target
demographic that could create emotional connection and enhance engagement and
also be aware that syntactic choices such as tone and structure influence how
persuasive and appealing the message is. It is also worthy of note for the
social media advertisers, Facebook in particular to be careful while deviating
from established syntactic structure of English language and to always put into
consideration the clarity and comprehensiveness of their ads. This is because
numerous problems do emanate from excessive deviation from standard grammar
such as relying too heavily on fragment phrases. The overuse of these
linguistic shortcuts often suffers the clarity of the products, thereby leading
to customers' misinterpretation of the message.
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