Research indicates that the application of syntactic stylistic devices and syntactic complexity in slogans comes with cognitive advantages and, hence, support the strategies of persuasion that...Show moreResearch indicates that the application of syntactic stylistic devices and syntactic complexity in slogans comes with cognitive advantages and, hence, support the strategies of persuasion that slogans entail. The current study set out to assess the extent to which syntactic stylistic devices and complexity are displayed in English cosmetic brand slogans. In addition, it sought to determine which syntactic stylistic devices are used most commonly, and how cosmetic brand slogans vary in terms of their length (number of words), number of modifiers, i.e. adjectives and adverbs, and levels and types of syntactic complexity. Through content analysis, twenty-five English slogans from twenty-three different cosmetic brands were investigated. The results indicate that the most common syntactic stylistic devices displayed in English cosmetic brand slogans are repetitions, omissions, and changes in the logical syntactic order. With respect to syntactic complexity, the results suggested that both simplicity and moderate complexity occurred frequently within cosmetic brand slogans. Whether moderate syntactic complexity was applied purposefully, could not be concluded with certainty.Show less
