Usage of Adjectives and Adverbs in Estonian Advertisements
The hypothesis this research that the most widely used form of adjectives is comparative form and the most widely used adverbs are more (rohkem) and now (nüüd) stated by the author was refuted. The most widely used adjectives were uus (new) and suur (big). In comparative degree the most often appeared adjective parem (better) in order to persuade customer, that this particular product or service is much more better than others, though comparative degree were not used as often as author expected.
Among adverbs the most frequently used adverb was väga (very) and ainult (only). Adverb nüüd (now) were in the third place. This word was used only 6 times.
Advertisers avoid using words with negative touch. Actually the author did not find any denial adverb or adjective.
The author realized that it would be more useful and easier to divide advertisements into 2 parts – advertisements for products and for services.
Comparative adjectives are mostly used in slogans for technique product specialization. Superlative adjectives are mostly used in slogans for food product specialization.
The International Chain Analysis of Company "The Body Shop"
- Usage of Adjectives and Adverbs in Estonian Advertisements