Mood in Motion: A linguistic analysis of imperative dominance in Moroccan Tourist Agencies’ Advertisement Slogans

In this article, we examine the use of grammatical moods in the slogans of Moroccan tourist agencies’ advertisement slogans, analyzing 73 sentence-level slogans out of a total of 100. The study argues that most Moroccan travel agencies employ the imperative mood in their promotional discourse, overlooking, if not neglecting, customers' inclinations and preferences. The analysis reveals a dominance of imperative sentences, followed by declarative and subjunctive moods, while the interrogative mood is entirely absent. This strategic reliance on commands highlights a directive approach to engaging potential tourists, often prioritizing action over dialogue. By investigating this linguistic phenomenon, the study provides insights into the persuasive techniques shaping Moroccan tourism advertisements and their implications for audience engagement.