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CHAP T E R 5

FINITE, NON-FINITE AND VERBLESS CLAUSES.

Clauses are the principal structures of which

sentences are composed. A sentence may consist of one or
more than one clause. The present chapter deals with the
classification of clauses, based on the use of verb-phrase
structure. rn terms of the amount of use, which a clause
makes of a verb-phrase structure, clauses are distinguished
as Finite clauses, Non-finite clauses and verbless clauses.

5.I Finite clauses:

A clause whose verb element is a finite verb
phrase is a Finite clause. (Leech, Svartvik, 1975)
The system has reference only to the principal
clause, because the difference lies in, whetber the
first predicate of the clause is finite or non-
finite. dlauses, which have no predicators cannot
therefore be subject to this system. It is most
important of the three types because.a complete
sentence has at least one independent finite clause.

l) Half of Nariman point has unmistakable stamp

of Gogia Interiors.

2) It'~ prettier by the dozen.

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3) We ~~your style.
4) you loved its delicious taste as a cai~

You trust its wholesome goodness as a mother.

All the verb patterns underlined, in the

above mentioned clauses have finite verbs, so
these are all finite clauses. There are frequent
examples in advertising, where finite clauses are
used.

i) Finite clauses play various roles in the

sentence.
a) Finite clause as the subject:
1) What was available to discerning users
in West Germany, Malasia etc is now
available to you.
2) All you want is big quick money to
live a life style that comes naturally
to you.
3) What you need to succeed is wallpower
4) What you cannot see doAs not exist.

b) Finite clause as the object:

1) Do you know you can be together in

your bank account . . . . ..

2) Because we firmly believe that even
the slightest design must have good

basics.
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3) I get what I want.

4) My mother said shets found an ideal
match for me.

o) finite clause as the complement:

1) Here is what they love about it.
2) When you can't be where the action is ••••
3) That's what makes us no. 1.
4) A LIFESPAN steel building system
is just what you need.

d) Finite clause as the adjunct:

1) When the nip in the breeze tells
you winter is here its time to swathe
your body within the rich folds of
pure silk.
2) I take Seven Seas God Liver Oil
because it gives me the extra drive
I need.
3) Think before you ink
4)
-
There ' s a difference of quality when
you buy H .~.1. Film plants from BRIMCo.

ii) As opposite to the first category there are

~ non-finite and verbless clauses, that
take finite-clauses as their subordinate ones.
1) A highly successful marketing outfit that
is so different from others.
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2) !he bank that cares for people.

3) fhe only gas cum electric stove that turns
into a cooking range.
4) An •Ace' up your sleeve everytime you serve
with 'canco'.

Such constructions are quite common in

advertising. Such finite clauses generally take
the end position. ~hey are relative clauses of the
noun phrases that precede the •. The speciality or
exceptional quality of the product is generally
specified in such modified finite clauses. The
noun phrase gets more emphasis because of the
finite clause that follows it. Compare,
1) A highly successful marketing outfit different
from others.
and
2) A highly successful marketing outfit that is
different from others.

In the second sentence the differentiating

quality stands apart as some special feature, which
other competitive products perhaps may not impart.
The noun phrase which is modified, thus gets
some additional feather into its cap in the
form of a finite clause.
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5.rr Non- finite clauses :

Non- fin i te clauses are clauses whose verb
element is a non-finite verb-phrase , an - - ing
,
part iciple , an - -ed participle or an infinitive .
Non finite clauses can be constructed without
subject and they usually are .

i) Non- finite clauses take subordinate position

in discur sive grammar . We have a few examples
of non- finite clauses having a subordinate
posi t ion , in advertising English .

a) ---ing partici ple clauses :

l) Now prevent seepage t ot ally whil e saving
two thirds on c osts .
2) Now irrigate more areas
while using less water than before
3) Saving for only 5 years makes a world
of difference to your children ' s future .
4) Sawhneys Tyre , the choice of head i ng
bicycle manufacturers in India and
enjoying the c onfidence of actual users
f or years , has now entered the overseas
market too .

b) ---ed partic i ple clauses :

l) Amul i ~ he only bu tter made of fresh
cream .
 - 244 -

2) Wear fabrics marked Tebilized

3) If not fully satisfied
return product for a full refund of
purchase price.

c) i) ---to - infinite clauses:

l) Learn computer programming
to make a big career fast
2) You don't want to prove anything
to anyone.
3) It's hard to define
but easy to recognise
4) No need to add sugar

c) ii) Bare infinitive clauses:

l) Clearsil helps clear and control
pimples •....
2) Helps strengthen your gums
while it cleans your teeth
3) Let this be your landmark at Madras.
4) You mean it actually helps
increase power generation?

ii) unlike in discursile grammar non-finite

clauses are used independently in advertising
English.
a) ---ing participle clauses
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1) Closing date July 15

2) Star steel
Playing a vital role
3) Introducing the blade with diamond
edge .
4) Exquisite sarees and handicrafts
going w1believabl y cheap.

b) ---- ed participle clauses :

1) Oly~pic - made only from Golden
Groundnuts of Saurashtra .
2) Tried and tested in 150 countries
for a hundred years .
3) All made with 100% natural ingredients .
4) brought to y ou by Clos e-up
tooth paste and

c) to infinitive clauses :
1) To make typing a lot easier for you .
2) How to get hot water at 40% below
zero .
3) To beat all supermusicals
4) To allow your feet to dance all ni ght

iii) • It ' clauses, that have non-finite as thBi r

real subject are occasionally used for
advertising . Here the non- finit e clause , which
 - 246 -

is a subject is transferred to the position after

the main verb and complement (extraposed) while
an expleteitive 'it' is introduced to take its
place as the 'Moo-subject'.

1) It takes a Charminar to Satisfy a man

like you
2) It takes a lot to stay on the top.
3) It's hard to define.
4) It 1 s fun to be alive.

iv) Like finite clauses non-finites also play various

roles in the sentence.
a) Non-finite as the subject of the finite clause:
1) Assuring Shree Chamundi Mopeds of
continuing growth is a market that's
increasing everyday.
2) Saving for only 5 years makes a world
of difference to your children.

b) Non-finite as the direct object:

1) Are you willing to start the S£ort;y trend?
2) You do not want to £rove an;ything to an;ybo~.

3) You don't have to beat the living da;ylight

out of n;ylon.
4) My husband wanted to know how I got such
tender fresh £eas when they_ wear out of
season.
 - 247 -

v) Non-finite clauses have no operator, and most

of them have no subject. Thus, in comparison with
finite clauses, they are more economical and avoid
repetition. Probably for this reason they are
particularly favoured in advertising English. The
point is illustrated with equivalent finite clauses.

1) Arya•s has the strength and flexibility

to handle all kinds of deliveries.

If the infinitive clause is cancelled, the

sentence will be lengthened.

1) Arya 1 s has the strength and flexibility

so that it can handle all kinds of deliveries.

Deletion is a common feature of advertising

English and it is seen in the construction of
non-finite clauses. In the use of independent
non-finite clauses the subject and finite verb are
deleted.
1) Made from the finest leather at TAFCO's
modern tanneries.
The non-finite independent clause saves here
two words - subject and the finite verb.

The independent use of non-finite clauses is a

specialized Registeral feature of advertising
English.
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5.III Verbless clauses:

Verbless clauses are clauses which contain
no verb elements,- and often also no subject. They
are regarded as clauses because they functi~n

in ways which make them equivalent to finite

and non-finite clauses, and because they can be
analysed in terms of one or more clause elements.
Advertising English abounds with verbless ~lauses.

They stand independently and there is a variety

in the elements they omit.

1) Classification of verbless clauses based

on their omission:
a) Omission of subject and verb:
1) Thin limp hair? (om~ed part - Do
you have •••• )
2) And an out-of-this world perfume
(om~ed p~rt - It has -)
3) So quick so easy (om~ed part -
It is-)
4) All over. (om~ed part - It is-)

b) Omission of subject:
1) And is.
2) Or dent. Or chip.
3) Helps strengthen your gums while ·~···· ·
 - 249 -

c) omission of verb:
1) Offer valid in Bombay and Pune only.
2) Nutrela
lo much taste so naturally.
3) and a smile on her face.
4) All remarkable.

d) Omission of eubject or complement-- along

with the verb:
As the two elements, •subject• and
•complement• are structurally differentiated
by their relation to 'verb', a nominal
element in verbless clause very often cannot
be identified as •subject' or 'complement'.
t
1) Wills excellence
In kingsize.' .
It can be both -
Wills excellence
In kingsize is here - subject
or
Here is Wills excellence
In kingsize - complement.
2) Your gurantee of good health.

3) The friendly bank round the corner

4) Twice - as - smooth
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Twice- QS - economical
Super - Max
Twin - 'blade-Shaving System

e) Adverbial phrases are used as independent

verbless clauses - in which there is an
omission of subject, verb and complement.
1) 4- days, 5 nights
for only Rs. 480/-
2) For your ears only
3) Under a smiling golden sun,
4) ON HMV RECORDS AND CASSETTES

f) verbless clauses in negative construction:

1) No such side effects

2) Nothingless than Complan

3) No mess no wastage

4) NO more tears.

ii) Verbless clauses take finite clauses as subordinate

ones.
1) At prices you won't give a second thought to.

2) For all ye who are burdened.

5) A spectrum of shades that are good to look at

4) Only for those who like to be sure

5) A soft liquid finishing Cream which imparts a

Silky Feel, Dazzling Lustre and ....

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iii) Verbless clauses take infinitive clauses as

subordinate ones.
1) k unique service to help you earn more than
ever before.
2) Available in different shapes and sizes to
conveniently cover any wound.
3) All yours to enjoy in the comfort of your
own home.
4) The right to drink Limca for one's constitution.

iv) The use of verbless clauses is a regular registeral

feature of advertising English. BY dropping unnecessary
details more stress is given to the important
matter. The device also saves space. Verbless
clauses can create poetic tone in prose writing.
The following'Bombay paints• advertisement stands
as an example.

•For your pleasure, Jombay paints has captured

the hues of nature in a dazzling arra¥,r of luxurious
finishes. Ravishing reds. Gorgeous greens. Betwiching
blues. And more All rare. All remarkable. All
refreshing. All yours to enjoy in the comfort of
your own homes •••. On your walls. Furniture.
~ixtures. A spectrum of shades that are great to
look at •••• easy to apply •.• economical. Formulated
to recreate the world of your own dreams'
 - 252 -

ihere are only two finite verbs, others are

non-finite and verbless clauses. Sometimes they
are just single words, but the context makes
their grammatical position clear.

Another advertisement from 'Nescafe' without

being poetic, can communicate its meaning quite
clearly without the use of any finite or non-
finite verb.

'Delightful refreshing cold coffee in just

30 seconds?
Yes! with this
FREE

Cold Coffee Shaker

From Nescafe Select
Nesshake~ io quick. lo easy.

v) Verbless clauses and Block language:

Verbless clauses and Block language are
quite akin to each other in structure and
conception. When language is structured in
terms of single words and phrases, rather than
in terms of more highly, organized units of
clauses and sentences, because of its rudimentary
communicative role, it is termed 'Block language'.
It appears in labels, titles, headings, notices
and advertisements·(Quirk, Greenbaum, 1973)
 - 253 -

It may consist of a noun or noun-phrase, or

nominal clause in isolation. Like Verbless
clause, it may not need a verb, as a message
is furnished by the context.

Block language is seen in advertising

right from the single names of the product to
long, isolated, independent phrases.
1) Sungrace
2) OSIBISA
3) Top, of the pop
4) A 'Sweet seventeen' complexion and
jasmine fragrance around her •••
I

5) So elegant •••• so classy •••• so

comfortable •••• Fabina
Fabina
Suitings and $hirtings
6) Modern medical aids
For India's villages
With X Ray equipments specially designed
for rural needs.
Leech Geoffrey (1966) calls this kind
as 'abbriviated mode' of language in
Disjunctive grammar and stresses its
essential existence in advertising language.
 - 254 -

He thinks it very suitable for advertising

as a high premium is placed here on the
brevity of the message in terms of time
and space. He thinks it typical of this
mode that structural relations are obscured
and rendered unimportant by visual display.

5.IV Discursive and Disjunctive grammar in relation

with finite, non-finite and verbless clauses:

Discursive grammar has its basic rules.

In English, at least two words are needed to
express a predication - a subject and predicate.

Subject - a word of the noun or pronoun class.

Predicate - must be a verb.

Except for infinitive verb always consitutes

a predicate and in English a predicate is not
permitted to appear without a subject. In
short predication is precisely defined and
serves as the basis of word classification
and sentence structure.
"Did he bring it?"
"Yes" - This answer in a communicative
value is equal to a predication, "lie brought
it 11 • Linguistically it is not a sentence, but
 - 255 -

a sentence equivalent.

"What are you doing?"

"Writing" - The answer in communicative
context is equal to a sentence, "I am writing",
but as language it is only a word, not an
utterance presenting discursive relations.
The English language has the syntactic
categories of actor and action, that is, it
has identified subject with actor and predicate
with action and must, therefore be present as
the central element of the predicate in every
sentence.(Bloomfield Leonard -An Introduction
lo The study of Language)

In discursive grammar, non-finite and

verbless clauses are dependent.

The Disjunctive and Abbreviated modes

are two relatively restricted varieties of
English with an important bearing on advertising
language. The abbreviated mode is included in
the disjunctive mode, and both are distinguished
from the Discursive mode of ordinary connected
discourse by peculiarities of grammatical
structure.
 - 256 -

i) The disjunctive mode belongs to context,

much of its i mp ort being inferred f rom

the circumstances , i n which it i s t rans-

- mi tted . The message i s of very simple

nature . A high premium is placed on the

physical brevity of the message in terms

of time and spa ce-for example the

tele g rams and p o s tal addresses . In advertis-

- ing des ign , lay- out , pho tog ra phs offer
clues to co rrect interpretation , so that

the referen t ial e xpli citne ss of di s cursive

commun ication c an be dispense d with .

ii) These are not ' incomplete sentencese s '

in the gramma ti cal s ens e , because they
serve their communicatin g purpose .

iii) It is better , no t to compare disjunctive

grammar with discursive grammar , t o find

wha t it wan t s , but to describe it as it is .

Very little discursive grammar i s needed t o

de~ c ribe di sjun cti ve mode . The kno~ledge

of t he struc ture of proper nouns , of

nominal g roups , of pre p osi t ional phrases

is enough to understand t h e disjun ctive

mode of wri ting in Engl i sh advertisements .

 - 257 -

iv) The typography presents such sentences as

isolated units . The rela tion between

different par ts of the message are inferred ,

not gr ammatically indicated . The princ iple

of linguistic sequence is disregarded . The

convention of left -t o- right , top -to-bottom

order is waived for the sake of immediate

visual impact .

In disjunctive grammar non-finite and

verbless clauses are inde pendent. It means

t ha t in disjunctive grammar a sentence need not

contain a finite predica to r , and a single

nominal or adverbial group may be grammatically

indepe nden t . Ei ther of these groups may in turn

consist of a single word . There is no limit to

the simplicity of a grammatical unit . But to

the extent that the higher units of grammar

are left unexploited , they are disregarded in

desc rip ti on . For example , a verbless clause of

nominal group is effectively equivalent to a

sentence : gra mma tical reference requires n o

reference to highe r units:

1) More muscle for more mileage

 - 258 -

~here is no need to add the subject and

verb for the meaning to be understood.

Non-finite and,Nerbless clauses do not

have •mood' in the sense that they cannot be
classified as either affirmative, interrogative
or imperative. Discursive English, would $&$wmat
automatically put them therefore in dependent
clauses.

In disjunctive grammar they are independent,

except in two cases - embedded non-finite
clauses (Are you willing to start the 'Sporty'
trend?), and verbless clauses introduced by a
conjunction \when cold)

Leech Geoffrey (1966) is a proper guide

for understanding the independence of
non-finite and verbless clauses. He thinks
that there are no reliable criteria for
assigning them to the dependent category.
They fulfil the only positive criterion of
independence - occurance as a single clause
within sentence structare.

If the chief signals of clause

subordination are applied to advertising
English, it will show the following results.
a) An initial subordinating word:
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Most of them do not begin with a subordinate

word.

b) Paranthetical inclusion within another

clause: Parenthetical inclusion does not
generally occur in advertising.

o) Intonation cues such as low-rise or

fall-rise pattern indicating dependence -
It is not applicable to press advertising.

d) Cues of punctuation: such as comma indicat-

-ing dependence. In press copy comma is not
much used. Punctuation marks of greater
separative force like full stops, dashes
and sequence of dots predominate. Thus the
criterion of punctuation in general point
to the independent status of verbless
and non-finite clauses.

As verbless and non-finite clauses are

generally very simple - the former has no
predicator, the latter no subject - there is
little structure above the ~roup. However adver-
-tising show a greater variety of structures as
noun groups are used in combination with
adjective and adverbial groups. There is also a
mixture of non-finite and verbless clauses.
 - 260 -

Also characteristic are clauses wh ose initial

adjuncts are prepositional phrases .