“Stay safe!” — A wish, advice, or an order?

Abstract This paper offers a diachronic analysis focussing on the different uses and forms that the expression stay safe acquired throughout the Covid-19 pandemic. It makes an original contribution to the study of historical pragmatics by drawing on data traditionally examined in the field of linguistic landscape studies and produced during a global health crisis, resulting in an innovative, real-time study of pragmatic change in progress. Drawing on a corpus of 3,032 public signs photographed i