When referring to advertising language, it appears that it is made up of some characteristics, such as the use of connotative language. We also know that such an occurrence is manifested by virtue of the intention that the sender wants to give to his speech – that of persuading the interlocutor. Thus, stylistic resources are made available to him, such as language figures and even some linguistic “deviations”.
Therefore, it is about these last ones that we will discuss, electing as an example an advertising that is quite known to all, now referring to a banking institution, which is expressed as follows:
"COME TO THE BOX YOU TOO"
It is not necessary to go much further to see that when it comes to the imperative mode, the sender should have chosen “come” and not “come”. However, if grammatical rules had prevailed, the melodic harmony would certainly have broken down. A very simple finding, given that “come” rhymes with “also”. Materializing the fact in question, we would obtain:
Come to Caixa you too.
Or yet:
Come to Caixa you too, very much to the taste of the gaucho language. Here, the rhyme would even be maintained, but it would only be accepted in that region (southern Brazil).
We came to the conclusion that in addition to this “deviation”, manifested by the change of the pronoun “tu” for “you”, the presence of the “pra” must still be noted, configuring a reduced form of the preposition “para”.
Such facts occur not only in advertising language, but also in musical songs and in literary language as a whole – given the presence of the poetic license conceived for the artist.
By Vânia Duarte
Graduated in Letters
Source: Brazil School - https://brasilescola.uol.com.br/gramatica/intencionalidade-linguagem-publicitaria.htm