--- title: Ads sell feelings: happy, cool, grown-up; they use famous footballer… — Adverts and how they work on you · tree and pragmatics description: Ads sell feelings: happy, cool, grown-up; they use famous footballers, cartoon animals, free toys, camera tricks that make a 10cm toy look 50cm tall, and numbers like "9 out of 10 kids love it" without saying which kids. Who acts: Ads, feelings, camera tricks, cm toy. A sentence of the lesson «Adver --- [Mova](https://md.mova.elamur.ai/free/en/) · [this page in HTML](https://mova.elamur.ai/free/en/corpora/school/money/33-adverts-and-how-they-work-on-you/2/) [home](https://md.mova.elamur.ai/free/en/) / [corpora](https://md.mova.elamur.ai/free/en/corpora/) / [school](https://md.mova.elamur.ai/free/en/corpora/school/) / [Money](https://md.mova.elamur.ai/free/en/corpora/school/money/) / [Adverts and how they work on you](https://md.mova.elamur.ai/free/en/corpora/school/money/33-adverts-and-how-they-work-on-you/) / 2 # Adverts and how they work on you, sentence 2 Ads sell feelings: happy, cool, grown-up; they use famous footballers, cartoon animals, free toys, camera tricks that make a 10cm toy look 50cm tall, and numbers like "9 out of 10 kids love it" without saying which kids. **Who acts:** Ads, feelings, camera tricks, cm toy, 9 kids, kids · **What happens:** sell, grow up, use, make, look, love · **To what, where:** feelings, famous footballers, ad · **Speech:** someone speaks here This is a sentence of the lesson «Adverts and how they work on you» of the money course of Mova's primary school. The page gives its syntax tree — a dependency tree in the style of Universal Dependencies — and its pragmatics clause by clause: who acts (Ads, feelings, camera tricks, cm toy), what happens, when and where, as Mova's frames read it from the tree. ## The tree {#tree} ```conllu # sent_id = school:money:033-adverts-and-how-they-work-on-you.lesson:2 # text = Ads sell feelings: happy, cool, grown-up; they use famous footballers, cartoon animals, free toys, camera tricks that make a 10cm toy look 50cm tall, and numbers like "9 out of 10 kids love it" without saying which kids. # source = school lesson (ours) # course = money # lesson = 033-adverts-and-how-they-work-on-you.lesson # annotation = Mova annot: Rust (en) → Haiku 5.5 (medium, Batches API) patches; gates UD 2.18; agreed by treeagree rules (Stanza, Trankit, spaCy trf): R7-rel-agree ×1, R8-pos-agree ×2 1 Ads ad NOUN NNS Number=Plur 2 nsubj _ _ 2 sell sell VERB VBP Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin 0 root _ _ 3 feelings feeling NOUN NNS Number=Plur 2 obj _ _ 4 : : PUNCT : _ 5 punct _ _ 5 happy happy ADJ JJ Degree=Pos 3 amod _ _ 6 , , PUNCT , _ 7 punct _ _ 7 cool cool ADJ JJ Degree=Pos 5 conj _ _ 8 , , PUNCT , _ 9 punct _ _ 9 grown grow VERB VBN Tense=Past|VerbForm=Part 3 acl:relcl _ _ 10 - - PUNCT HYPH _ 11 punct _ _ 11 up up ADP RP _ 9 compound:prt _ _ 12 ; ; PUNCT , _ 14 punct _ _ 13 they they PRON PRP Case=Nom|Number=Plur|Person=3|PronType=Prs 14 nsubj _ _ 14 use use VERB VBP Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin 2 parataxis _ Agree=R7-rel-agree|Haiku=2:conj 15 famous famous ADJ JJ Degree=Pos 16 amod _ _ 16 footballers footballer NOUN NNS Number=Plur 14 obj _ _ 17 , , PUNCT , _ 19 punct _ _ 18 cartoon cartoon NOUN NN Number=Sing 19 compound _ _ 19 animals animal NOUN NNS Number=Plur 16 conj _ _ 20 , , PUNCT , _ 22 punct _ _ 21 free free ADJ JJ Degree=Pos 22 amod _ _ 22 toys toy NOUN NNS Number=Plur 16 conj _ _ 23 , , PUNCT , _ 25 punct _ _ 24 camera camera NOUN NN Number=Sing 25 compound _ _ 25 tricks trick NOUN NNS Number=Plur 16 conj _ _ 26 that that PRON WDT PronType=Rel 27 nsubj _ _ 27 make make VERB VBP Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin 25 acl:relcl _ _ 28 a a DET DT Definite=Ind|PronType=Art 31 det _ _ 29 10 10 NUM CD NumForm=Digit|NumType=Card 30 nummod _ _ 30 cm cm NOUN NN Number=Sing 31 compound _ Agree=R8-pos-agree|Haiku=31:compound|HaikuPos=NOUN:NNS:Number=Plur 31 toy toy NOUN NN Number=Sing 32 nsubj _ _ 32 look look VERB VB VerbForm=Inf 27 xcomp _ _ 33 50 50 NUM CD NumForm=Digit|NumType=Card 34 nummod _ _ 34 cm cm NOUN NNS Number=Plur 35 obl:unmarked _ _ 35 tall tall ADJ JJ Degree=Pos 32 xcomp _ _ 36 , , PUNCT , _ 38 punct _ _ 37 and and CCONJ CC _ 38 cc _ _ 38 numbers number NOUN NNS Number=Plur 16 conj _ _ 39 like like SCONJ IN _ 46 mark _ _ 40 " " PUNCT `` _ 46 punct _ _ 41 9 9 NUM CD NumForm=Digit|NumType=Card 45 nummod _ _ 42 out out ADP IN _ 44 case _ _ 43 of of ADP IN _ 44 case _ _ 44 10 10 NUM CD NumForm=Digit|NumType=Card 41 nmod _ _ 45 kids kid NOUN NNS Number=Plur 46 nsubj _ _ 46 love love VERB VBP Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin 38 acl:relcl _ _ 47 it it PRON PRP Case=Acc|Gender=Neut|Number=Sing|Person=3|PronType=Prs 46 obj _ _ 48 " " PUNCT '' _ 46 punct _ Agree=R8-pos-agree|Haiku=46:punct|HaikuPos=PUNCT:``:_ 49 without without SCONJ IN _ 50 mark _ _ 50 saying say VERB VBG Tense=Pres|VerbForm=Part 46 advcl _ _ 51 which which DET WDT PronType=Int 52 det _ _ 52 kids kid NOUN NNS Number=Plur 50 obj _ _ 53 . . PUNCT . _ 2 punct _ _ ``` ## Pragmatics {#pragmatics} - form: statement - act: assert - voice: narrator - polarity: neg - teacher: changed voice=narrator | # | verb | tense, mood | who | what, whom | to whom | where | when | other | roles by | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 1 | **sell** | present | Ads | feelings | | | | | vn give-13.1-1 «NP V NP»: agent=Agent feeling=Theme | | 2 | **grow up** | participle | | feelings *not said here* | | | | | vn appear-48.1.1 «NP V»: agent=Theme | | 3 | **use** | present | feelings *= feeling* | famous footballers and cartoon animals and free toys and camera tricks and numbers | | | | | vn eat-39.1 «NP V NP»: agent=Agent footballer=Patient | | 4 | **make** | present | camera tricks | | | | | | tree rules | | 5 | **look** | infinitive | a cm toy | | | | | tall *property* | vn stimulus\_subject-30.4 «NP V ADJ»: agent=Stimulus | | 6 | **love** *in a quote* | present | 9 kids | ad | | | | | vn admire-31.2-1 «NP V NP»: agent=Experiencer it=Stimulus | | 7 | **say** *speech: assert* | gerund | which kids | | | | | | vn say-37.7-1-1 «NP V that S»: agent=Agent | One row per clause the reader finds. «not said here»: a role filled from the clause above. «roles by»: a VerbNet class and frame when one fits the verb, else the reader's rules on the tree. **Licence: [CC BY-SA 4.0](https://creativecommons.org/licenses/by-sa/4.0/)**, as the whole of Mova corpus 0.4, of which this treebank (the agreed school, `mova-school-agreed-en.conllu`) is part. The lessons were written for Mova's primary school. Sentence `school:money:033-adverts-and-how-they-work-on-you.lesson:2`. **The tree:** Mova annot: Rust (en) → Haiku 5.5 (medium, Batches API) patches; gates UD 2.18; agreed by treeagree rules (Stanza, Trankit, spaCy trf): R7-rel-agree ×1, R8-pos-agree ×2. **The frames** are read from the tree by Mova's frames reader (`prag`) when this page is built, the lesson read in order, so a pronoun may be resolved from an earlier sentence. See the [release 0.4](https://md.mova.elamur.ai/free/en/releases/0.4/). - ← previous: [Adverts and how they work on you, 1](https://md.mova.elamur.ai/free/en/corpora/school/money/33-adverts-and-how-they-work-on-you/1/) - next →: [Adverts and how they work on you, 3](https://md.mova.elamur.ai/free/en/corpora/school/money/33-adverts-and-how-they-work-on-you/3/) - ↑ back to [the lesson](https://md.mova.elamur.ai/free/en/corpora/school/money/33-adverts-and-how-they-work-on-you/)