Stylistics of the injunction in the advertising language of mobile telephony

Abstract

This article intends to examine the injunction in the advertising language of mobile telephony. It scrutinises the problem of stylistic choice in the use of the injunction, to draw out the intentional implications of the speaker and to investigate the interactions, reactions and implicit content through the use of the injunction. This study of the injunction is situated in a telephone company setting in which we collected the data and present some methods for extracting occurrences of the injunction. Thus, the stylistics of effects and the criteria of pragmatics are the methods chosen to analyse the injunction in the advertising style in mobile telephony. Two results allow us to understand the use of injunctions in advertising communication. Firstly, the injunction is a stylistic choice technique at the service of the speaker with advantages centred on singular and plural discourse pronouns and transitive verbs. Secondly, it allows the creation of directive actions and expectations on the part of the speaker and the generation of implicit content revealing the motives of the enunciator and the weaknesses of the speaker concerning the use of computer products. In conclusion, this study confirms the majority of studies convened in this article according to which the duty of the addressee is the obedience and execution of the tasks dictated by his speaker.