For years advertisers have known that active sentences and imperatives work better: "Buy Now", "Visit us at ..." and so on. This article suggests that passive

For years advertisers have known that active sentences and imperatives work better: "Buy Now", "Visit us at ..." and so on. This article suggests that passive forms might simply not be understood as well. "Our results show that a proportion of people with low educational attainment make errors with understanding the passive, ..." Perhaps the active forms are more effective in advertising (and elsewhere) simply because more people understand them.