Television commercials are often thought of as bothersome multimedia artefacts that by their very existence spoil our viewing pleasure at regular intervals. Not only that, but they seem to have the habit of ordering us around. This aspect of TV ads has often been commented on by experts and laypersons alike. Therefore, we decided to tackle this issue and look at the prototypical expression of directives, that is, imperatives in voice-overs in television commercials. To this end we have carried out an empirical analysis of imperatives in voice-overs in the MATVA corpus (Multimodal Analysis of TV Ads) which contains transcriptions of nearly 800 voice-overs in British TV ads recorded on six days during 2009, 2010 and 2011. We provide an exhaustive quantitative and qualitative profile of imperatives in contemporary TV advertising. This includes information on the distribution of imperatives, the most common verbs in imperative clauses, and their discourse function. We are also able to show conclusively that the directive force of imperatives in TV ads is more akin to advice or recommendation than commands, and explain from a discourse-pragmatic perspective why this is so.
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