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This article outlines structural patterns of advertising slogans. The earlier-introduced fundamentals are briefly presented, and the new principles, the slogan's length and its imperative content serving as a powerful directive tool are investigated. We verify the assumption that, due to the minimum effort in the cognitive processing of slogans, a great deal of slogan writing will be governed by monovalent and divalent imperative structures, whereas the more complex structures (trivalent and quadrivalent ones) will be of niche occurrence.
Bojo et al. (Fri,) studied this question.
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