The College of Wooster

Spanish Forms of Address in Advertising and Marketing Documents in Madrid: Respect and Politeness

Utilizing the theory of verbal politeness, and the concepts of power and solidarity, this paper presents a study of the usage of the pronouns of address tú/vosotros and usted/ustedes in marketing and advertising documents in Madrid, Spain. Spanish-language address forms reflect the concepts of respect and politeness. Examples of each type of document will be shown, including advertisements from newspapers, customer and medical patient surveys, product labels, and promotional literature.

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