IMPLICIT EXPRESSION OF IMPERATIVE MOOD IN ADVERTISING TEXTS

Abstract

Implicit imperatives in advertising represent a sophisticated form of persuasion that allows advertisers to influence consumer behavior without overtly commanding them. By using indirect or subtle language, these imperatives encourage consumers to engage in specific behaviors while maintaining the illusion of freedom and choice. This subtlety is key in advertising, as it prevents the message from feeling too aggressive or domineering, which could create resistance.