Grmmatical Aspects of Automobile Advertisements

CONCLUSIONS
The morphology of adjectives in the advertisements of Mercedes-Benz and BMW has proved to be a research field that yields a sufficient amount of data for it to be possible to answer the research questions set at the beginning of the research and to draw necessary conclusions.
Due to the thorough study of theory on adjective morphology and the consecutive empirical research, the aim of this research paper has been met.
The empirical research of the 40 randomly selected advertisements provided a total of 60 cases that were examined and classified according to their morphological patterns.
BMW advertisements were slightly less rich in adjectives that those of Mercedes-Benz, however, they are also more versatile, as some of them contained more than one morphological pattern.
All morphological features, except one, appeared at least once in at least one of the taken samples. The only morphological feature that did not appear in any sample was periphrastic comparative.
In general, the largest part of samples consisted of simple forms, suffix-derived adjectives and compound adjectives. The generally less-represented groups were inflectional and periphrastic comparative and superlative.
Visible adjective morphology patterns in car advertisements depending on the company they belong to have been found.
It was observed that the advertisements of Mercedes-Benz were richer in simple forms, compounds and morphologically innovative adjectives. They contained a moderate number of adjectives as compared to the advertisements of BMW and a visibly low number of any comparative or superlative forms.
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