La categoría verbal de persona y el lenguaje de la publicidad: análisis pragmático de la frecuencia de uso de las distintas personas verbales en los textos publicitarios

Title in English The Verbal Category of Person and Advertising Language: A Pragmatic Analysis of the Different Grammatical Persons in Advertising Texts


Year of publication 2008
Type Article in Proceedings
Conference Encuentros, Volumen I
MU Faculty or unit

Faculty of Arts

Field Linguistics
Keywords Pragmatic Analysis; Verb Category; Grammatical Person; Advertising Language
Description This article examines some characteristics of the advertising language concerning the verb category of person in Spanish printed advertisements. The statistical analysis of cca 1000 verb forms shows a relatively frequent use of the 2nd person singular, which can be explained by the predominant appelative function in the advertising messages. A detailed analysis of the representation of the verb persons in different parts of the analysed texts indicates an increased proportion of the 2nd person singular and the 3rd person singular (the formal usted) in the first and the last part of the advertisements due to the importance of the appelative function in these text segments. On the other hand, the middle part of the text generally contains more information regarding the offered product and the predominant function seems to be the referential one. The statistics reflect this by an increased percentage of use of the 3rd person singular and plural.

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