Tiufkiy Y. Syntax of Ukrainian advertising: structural and semantic typology.

The object is modern Ukrainian commercial advertising texts. The goal is complex and system description of the syntax of modern Ukrainian advertising in structural and semantic aspects. The methods are descriptive, framing modelling, predicate-argument and quantitative analysis. This paper establishes theoretical basis of advertising as a linguistic phenomenon: research on advertising as a part of mass communication and advertising text, which is the basic unit of advertisement communication. This paper also determines distinctive characteristics of advertising communication and describes peculiarities of linguistic analysis of advertising texts. This paper shows a systemic and comprehensive analysis of structural typology of syntactic constructions; quantitative results show productive and unproductive patterns for each composite element of advertising text; reveals pragmatic intention of a syntactic construction in Ukrainian advertisement. Special attention in research is paid to the description of constructions of expressive syntax (parcelling, segmenting, affixation etc.). As a result of semantic and syntactic analysis of Ukrainian advertising texts the list of frame-based structures is presented which organize the semantic field of advertising texts of different kinds of goods and services. The scope is learning process.