다음 글의 제목으로 가장 적절한 것은?Web ads very frequ… | [법원직 9급 영어] 15년 1회차 기출문제 상세 페이지

다음 글의 제목으로 가장 적절한 것은?
Web ads very frequently instruct users to click here. In online advertising, the imperative is an indicator of direct user addressing. As a matter of language use, these directive speech acts are not strict commands, which would be too offensive an addressing in the advertising context. Instead, they function as a kind of polite request with a reduced impact on interactants. The illocutionary force of the advertising message gives the users some space to act. In their implicit communication, it is initially the advertiser who wants something from the user, and not vice versa. Nevertheless, the use of imperatives is still far more forceful, more striking, and often shorter than a politely worded request or an indirect speech act that avoids imposing on the other. Online advertising needs to initiate an action, and for this reason, imperatives are employed. According to DoubleClick.com, the instruction click here tends to increase click rates by 15 percent.

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