IMPERATIVE AS A SYNTAX TOOL FOR THE REALISATION OF A CONATIVE FUNCTION OF A TEXT ON THE CASE OF A GERMAN TRAVEL CATALOGUE
IMPERATIVE AS A SYNTAX TOOL FOR THE REALISATION OF A CONATIVE FUNCTION OF A TEXT ON THE CASE OF A GERMAN TRAVEL CATALOGUE

Summary/Abstract: Language is not only a cognitive tool for exchanging thoughts and emotional communication but it is also a mirror of the society and has the function of communicating social and cultural experience and values. A travel catalogue, as a form of professional communication and advertising, uses language means in order to persuade potential buyers or to realise the conative (positive) function of the text. This use of advertising language aims at efficient and productive marketing of tourist products and services and to affect the customer so that the offered service or product becomes so attractive that it is better in comparison with other competitive offers. The applied verbal tools play an important role in the realisation of that. This paper aims at presenting the application of the imperative as a syntax tool of realising the appealing function in a corpus, made of texts in the German travel catalogue. The use of imperative as a language tool in those types of texts, which have the information and advertising function, is not a tool to express orders or prohibitions but to recommend.

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