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    STUDIA PHILOLOGIA - Issue no. 2 / 2007  
         
  Article:   ASSESSING THE DEGREE OF NOUN GROUP COMPLEXITY IN PRINT COMMERCIAL ADVERTISING.

Authors:  ANIȘOARA POP, MIHAI MIRCEA ZDRENGHEA.
 
       
         
  Abstract:  Standard noun group (NG) distribution defined as the most frequent, median-clustered distribution is represented by a manifest predilection for simplicity versus complexity in print commercial advertising except for cases of technical products, role borrowing and exquisite copies for luxury products. Although the NG can be the most loaded structure employed as an appropriate device of economy and compression, NG structure is considerably biased towards simplicity irrespective of the copy length. The functions of information and commendation in NGs are achieved by throwing into focus the product name and thematizing on product attributes in the case of postmodification, whereas in premodification structural economy is achieved either through modifier clustering or simply by compressing and essentializing full sentences.  
         
     
         
         
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