The absence of connectives and the maintenance of coherence in publicity texts

Publicity discourse seems to have some specific features which distinguish it from other genres. As regards coherence strategies, previous studies have shown that scientific and technical texts make great use of connectives in order to predict and signal the type of discourse relations and the relation between adjacent elements or sentences. An examination of technical advertisements taken from specialized journals reveals a relatively low number of connectives. In contrast, coherence is maintained with the aid of lexical and semantic resources. Additionally, what we refer to as 'micromarkers' help pinpoint relations. Although these micromarkers have little lexical or semantic content, they are a necessary tool for tying together the concepts they refer to. It turns out that the absence of auxiliary vocabulary, such as connectives, may be an advantage when storing information in the mental reservoir.