Publications

Publication details [#59107]

Pennock-Speck, Barry and Miguel Fuster-Márquez. 2014. Imperatives in voice-overs in British TV commercials: ‘Get this, buy that, taste the other’. Discourse & Communication 8 (4) : 411–426.

Publication type

Article in journal

Publication language

English

Keywords

advising | commanding | commercial language | imperative1 | television ad

Place, Publisher

SAGE Publications

Annotation

This analysis of imperatives in British TV ads' voice-overs in the MATVA corpus (Multimodal Analysis of TV Ads), decisively shows their directive force is more linked to advice than to commands, and clarifies this from a discourse-pragmatic viewpoint.