Each sentence has an opportunity to present New information, or at least highlighted information. A common strategy in advertising language is to use very short potential utterances as sentences, to maximize the amount of highlighted information that is being presented. (See also Leech 1966 on 'disjunctive syntax'.)

47Dodge: "Everything has its place. Behind you." (InStyle, August 2002)

41Riders: "Jeans that fit. Beautifully." (Glamour, August 2002)

In the first example here, the prepositional phrase "Behind you" is presented at a separate unit, and in the second, the adverb "Beautifully" has the same status. Let us consider the examples as single utterances:

"Everything has its place behind you."

"Jeans that fit beautifully."

These do not have the same meanings as the original Texts. Just looking at the jeans example, the original asserts that these are jeans that fit (implying they fit well), presenting the verb "fit" as New information, then following up with the further New information that the jeans fit beautifully. In the revised version, only "beautifully" is New information. Additionally, by segmenting the first utterance in the original as "Jeans that fit", the advertisement authors create the implication that there may be jeans that do not fit (well), due to the Principle of Relevance.

We explore the Organization of 47 Dodge further in Unit 7.

In the Riders jeans example, the first "sentence" is a noun phrase (e.g., part of "These are [jeans that fit]."), and the second is an adverb. None of these usages are peculiar to advertising language; one can easily imagine the following regular conversations, where such words are phrases function as complete utterances:

A: Look out!
B: Where?
A: Behind you!

A: How do they fit?
B: Beautifully, thank you.

The given-new organization can also be found in the Image layout of advertisements, which we describe in Unit 16.