The Power of Imperative

Last night Christine went on a  date to the laundromat.  We enjoyed lugging our laundry to a new-fangled laundry to try to fit our king-sized bed covers in the the over-sized machines. I enjoyed losing repeatedly to Christine at backgammon. We enjoyed paying way to much to cleanse our newly-purchased bed covers.  (Seriously though, great date.  I love my wife.)

And for some reason the “Cha Cha Slide” was stuck in both of our heads.  This brought us to discuss the power of imperative sentences.  Bear with me:

• Nike pioneered imperative marketing when in 1988 they launched the “Just do it” campaign.  People have been happily doing it ever since.
• Coca Cola took a hint and started the “Enjoy” campaign in 2000.
• Classroom management is often fixed by changing your speech from a mitigated “Would you please…?” to a threatening, authoritative command.
• The Cha Cha slide hit the 1996 UK singles chart.  The voice of DJ Casper has commanded whiteys in every wedding reception ever.  (Except for Christine and my wedding.)
• The black-eyed peas have hit the top 100 charts with characteristic, threatening titles such as “Don’t Phunk With My Heart,” “Pump It,” and “Don’t Lie.”

I’ll leave you now with a word from DJ Casper.

Now it’s time to get funky
To the right now, to the left
Take it back now ya’ll
1 hop this time, 1 hop this time
Right foot 2 stomps, left foot 2 stomps
Slide to the left, slide to the right
Criscross, criscross
Cha Cha real smooth

Let’s go to work…