“Nail polish – We’ve chosen the nicest shades for you!”

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This chapter analyses the discursive strategies text producers of a Flemish women’s magazine adopt by using the first person plural pronoun. The analysis shows that in some instances, exclusive ‘we’ is used to create a distance between the editorial voice and the readers. The editorial voice gets an advisory or even compelling overtone in these cases. In other cases, inclusive ‘we’ is used to create a sisterly ‘we’-collectivity. However, in the inclusive category, some instances of a pragmatically equivocal use can be found. This use seems to attribute the status of a role model to the editorial voice. On the whole, exclusive as well as inclusive uses of ‘we’ most often contribute to the persuasive and directive style this magazine adopts.


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