Adjectives are integral elements in linguistic structures whose main function is to identify, describe and modify nouns or pronouns. Concerning their position, Ferris (1993:36-37) notes that in English adjectives may occupy different positions. In Arabic, adjectives occupy a post-nominal position as in
A boy big
Adjectives in English and Arabic mainly occur with the nouns or pronouns they modify.
The main objective of this study is to focus on a frequent and ubiquitous use of adjectives in which an adjective, a highly effective persuasive tool, occurs solely without a head noun. This type is common in marketing when more precisely an adjective represents or stands for the name of a certain product. This use of adjectives is recurrent worldwide as will be shown through data analysis.
The current study is a qualitative descriptive research that depends on analyzing data collected from several online sites referring to names of commercial products utilized in different countries. The analysed data represented by 66 products is categorized into two main groups. First, one word adjective phrases as in Orange, Ideal, Pure and Fresh. Second, multi word adjective phrases which are further subdivided into; a two word adjective phrases as in Icy Hot, Slim Perfect and White Perfect; compound adjective phrases as in Fair and Lovely, Light and Crispy and Nice and Easy and adjective phrases with a premodifying adverb as in So Bright and Ever Ready. The analysis focuses on highlighting the features and meanings associated with such products that render them worth buying. Some of the samples analysed reflect socio-cultural aspects as in the case of the products called Organic which appeal to Western and European consumers, while products called Beiti or homemade have a strong appeal to Egyptian consumers.