Publication details
La modalidad interrogativa en los textos publicitarios espańoles
| Title in English | The Interrogative Modality in Spanish Advertising Texts |
|---|---|
| Authors | |
| Year of publication | 2008 |
| Type | Article in Proceedings |
| Conference | Pasión por el hispanismo |
| MU Faculty or unit | |
| Citation | |
| Field | Linguistics |
| Keywords | Interrogative modality; Advertising Language |
| Description | This paper examines the specific uses of the interrogative modality in Spanish print advertisements. The interrogation in advertising basically serves to: a) draw the attention of the potential consumer through surprising or personal questions, b) incite to buy the product by using indirect exhortations formulated as questions, c) introduce explicative sequences containing information about the advertised product. In relation to the unilateral character of the advertising communication, the question arises whether the interrogation in advertising is not essentially rhetorical, because the emisor can not expect any verbal answer on the part of the receiver. |