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• W195233467 abstract "ABSTRACT. This study analyzes the pronouns of address used in over 200 samples of written advertising in Mexico to determine how and under what circumstances tu and usted are used in that medium. The data show that tu is used in over 88% of the commercial advertising samples, while tu and usted are used with similar regularity (54% and 46%, respectively) in non-commercial advertising. The use of tu in advertising is deseribed in temas of linguistic strategies of INVOLVEMENT (Scollon and Seollon 1995), for which social distance is removed from the message [-D] to create a relationship of solidanty with the consumer. In non-commercial advertising, tu is used by governmental entities to encourage civic pride as well as to provide instructions in family friendly locations, like parks. ********** 1. INTRODUCTION. This study was borne of a drive through Mexico's Yucatan Peninsula. The toll highway connecting Valladolid, Yucatan, and the Cancun airport traverses the flat limestone shelf of the Peninsula, and the geographic monotony is only broken up by the overpasses that appear at regular intervals. Several years ago, most of the overpasses featured a banner facing highway traffic, with alternating safety reminders: 'Did you check your brakes?'; 'Drive carefully, your family is waiting for you'; 'Are your tires in good condition?' and others. The curious aspect of the messages was the way they addressed their intended audience. 'Drive carefully' addressed the driver as (tu) maneja con cuidado, while 'did you check?' was posited as (usted) ?reviso sus llantas?. Although it seemed at first like a haphazard vacillation between forms of address, it became clear that there was some formula at play that varied the form of address according to the message at hand. Consequently, the varied use of pronouns of address I observed in those safety messages inspired the current study. This paper examines the use of personal pronouns of address in Mexican advertising. Over 200 samples are taken from written advertising in Mexico City and Guadalajara to determine how and under what circumstances tu and usted or their forms ate used to entice or advise Mexican consumers. 2. THEORICAL FRAMEWORK. Advertising surrounds us daily. A product or service is showcased as the solution to a problem, of a means to some form of a better life. At the same time, advertising provides information or instructions as deemed necessary by the sender of the message. Indeed the advertising that confronts us on a daily basis is of two varieties, commercial and non-commercial, with distinct objectives. Commercial advertising is used to persuade consumers. It promotes goods, services, a name or an image, with the purpose of convincing the consumer to make a purchase. Non-commercial advertising is not persuasive; instead it provides public information, instructions, statements of policy, or warnings (Vestergaard and Schroder 1985:1). Daily observation, along with the data presented here, shows that commercial advertisements outnumber their counterparts where advertising appears, although both forms seem ubiquitous, and both forms are analyzed in this study. Like all forms of communication, advertising involves the transmission of a message. In the case of advertising, the message sender is the advertiser, and the potential consumer is the receiver of the message (Ferrer 1995:42). The form of the message is utmost in advertising, as its objective is to clearly and concisely convey the information required to persuade or otherwise affect the consumer (Escribano 2006:274). The advertiser's goal is linguistic precision: clarity, brevity, and accuracy (Ferrer 1995:46). Vestergaard and Schroder (1985) summarize the task of the advertiser in five points: (1) attract attention; (2) arouse interest; (3) stimulate desire; (4) create conviction; and (5) get action (49). Persuading potential customers to act is a matter of transmitting a message that is clear and concise, and at the same time delivered in a way that is acceptable to the target audience (Ferrer 1995:49). …" @default.
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• W195233467 date "2011-06-01" @default.
• W195233467 modified "2023-09-23" @default.
• W195233467 title "Tu and Usted in Mexican Advertising: The Politeness Systems of Written Public Discourse" @default.
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