Morphological Creativity and Persuasive Functions of Adjectives in Selected Advertising Texts: A Linguistic-Marketing Integration

Abstract

This study investigates the morphological creativity and persuasive functions of adjectives in selected advertising texts drawn from seven peer-reviewed journal articles published between 2018 and 2022. Instead of analysing primary advertisements directly, it uses advertising extracts reported in the articles as a qualitative dataset. The study examines how adjectives are structurally formed and strategically used to influence consumer perceptions and responses. A qualitative desk review and content analysis approach were adopted, with Taguette software used to code, retrieve and organise adjective-related data thematically. Descriptive frequencies and percentages were generated from coded adjective occurrences to identify dominant patterns rather than make statistical generalisations. The study integrates Chomsky’s Standard Theory of Generative Grammar with the AIDA model to explain how adjective forms support advertising persuasion. Adjectives were classified into base, suffix-derived, comparative and superlative, and phrasal or compound forms. The findings identify five persuasive dimensions: time, quality, quantity, colour and comparison. Frequently occurring adjectives, including long, best, safe and comfortable, conveyed durability, superiority, trust and emotional satisfaction. Morphologically creative forms presented complex product qualities as long-lasting, responsive, flawless and consumer-oriented. The study contributes to applied linguistics and marketing communication by demonstrating how adjective morphology serves as a persuasive strategy in advertising texts

Issue Section: Business Education