The language of advertisements aims at precise, clear, pointed, and arresting communication. Like all communicative endeavours, in advertising, getting the message across is of prime importance. However, the use of language in advertising is of a particular character because the advertiser cannot afford to be delinquent or uncritical. The aim of…

Certain apparently deviant, inverted forms of the French imperative (e.g. "pas touche!" for "ne touche pas!") are analyzed. A number of phonosyntactic explanations that focus on phonological order, rhythm, and intonation are examined. The strength of the imperative intention is also considered. (MSE)