Tú y usted como estrategias de estilo y persuasión en la comunicación publicitaria.

Content Provider	Semantic Scholar
Author	Oliva, Aijón Angel, Miguel
Copyright Year	2009
Abstract	espanolLa variacion entre las formas de tratamiento tu y usted constituye un tema clasico en la investigacion linguistica. No obstante, aun no se conocen en profundidad ni se han explicado teoricamente los complejos factores socioestilisticos y cognitivos que fundamentan la eleccion de una u otra alternativa. En este trabajo se pretende contribuir a una vision comprensiva de su uso en la comunicacion real, a traves del analisis de un corpus de anuncios radiofonicos en los que la forma linguistica responde, ante todo, a un proposito de persuasion. Entre los hallazgos mas destacables del estudio figura el hecho de que la variacion entre ambas formas no depende unicamente de las caracteristicas del interlocutor ni de su relacion con el emisor, sino que es ante todo un recurso de estilo: ayuda a configurar una determinada imagen del hablante que responda a las expectativas de la audiencia, para lograr ciertos objetivos interaccionales. EnglishVariation between Spanish second-person address forms tu and usted is a traditional topic in linguistic research. However, the complex sociostylistic and cognitive factors underlying the choice between them are still far from being well known, let alone theoretically explainable. This paper aims to contribute to a comprehensive view of their use in real communication, by way of the analysis of a corpus of radio advertisements in which linguistic form primarily responds to the purpose of persuading the audience. Among the most remarkable findings of the study is the fact that the choice between both forms does not merely reflect certain features of the people addressed or their relationship to the speakers, but is mainly a resource of style, that is, it projects a certain image of speakers themselves that can meet the expectations of the audience and thus help the former fulfill their interactional goals.
Starting Page	5
Ending Page	5
Page Count	1
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://digitum.um.es/xmlui/bitstream/10201/43480/1/T%C3%9A%20Y%20USTED%20COMO%20ESTRATEGIAS%20DE%20ESTILO%20Y%20PERSUASI%C3%93N.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article