STUDIA PHILOLOGICA
“ST. CYRIL AND ST. METHODIUS” UNIVERSITY OF VELIKO TARNOVO - UNIVERSITY PRESS

The Preposition “Bez” (‘Without’) and Its Use in Advertising Texts


Authors:
Valentina Bondzholova “St. Cyril and St. Methodius” University of Veliko Tarnovo, Bulgaria

Pages: 99-110

Abstract:

Based on extensive materials from Bulgarian advertising, the article analyses the new functions and specific use of the preposition “without” in semantic-syntactic and stylistic terms. The frequency of its use is related to the presence of prepositional-noun combinations, emphasizing the lack of something like an argument for using the respective product. The importance of this new function ‚for indicating what is not contained or what is absent in something‘ in advertising texts is emphasized through various techniques: font and color, the regular use of capital letters, the paragraphing of the text, etc., as well as through language games.

Keywords:

preposition, prepositional-noun combinations, advertising text, argumentation

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