A direct command in advertising urging immediate telephone contact to take advantage of an offer or service. Creates urgency through the imperative mood and present tense.
This phrase exploded in popularity with the rise of television advertising in the 1950s and 60s, particularly in direct-response commercials. It became iconic with late-night TV sales pitches and infomercials of the 1980s and 90s.
Before the internet, 'call now' was the only way to create immediate, measurable response to broadcast advertising. Interestingly, the phrase has survived into the digital age, often appearing alongside website URLs, showing its psychological staying power.
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