Chapter published in:Aspects of Latin American Spanish Dialectology: In honor of Terrell A. Morgan
Edited by Manuel Díaz-Campos and Sandro Sessarego
[Issues in Hispanic and Lusophone Linguistics 32] 2021
► pp. 29–46
“Feel really Uruguayan”
Group unity, stance, respect and politeness. Forms of address in advertisements and commercial documents in the Spanish of Montevideo
This chapter considers second-person singular forms of address (tú, vos, usted) in advertisements and business documents in the Spanish of Montevideo, Uruguay. Tú is considered the standard-Spanish familiar address and usted the standard respectful address, while vos is used as an familiar form of address among Uruguayans. Norms of politeness dictate that speakers should accommodate to the hearer using usted. However, familiar vos can indicate politeness for speakers with a similar social status, or to show solidarity. Using examples from marketing and advertising to illustrate usage, we find that over 70% of examples used vos, almost 19% employed usted, and less than 7% used tú. This supports claims that tuteo (whether verbal or pronominal) is disappearing from Montevideo.
Keywords: familiarity, forms of address, group unity, language of business and advertising, politeness, power, pronouns of address, respect, solidarity, stance, tú, usted, vos
Published online: 12 January 2021
Brown, P., & Levinson, S. C.
Brown, R., & Gilman, A.
Kaul de Marlangeon, S.
Raymond, C. W.
Sidnell, J., & Stivers, T.
(2012) La unidad grupal, el respeto y la cortesía: Fórmulas de tratamiento en los negocios en el español porteño. In A. M. Cestero Mancera, I. Molina Martos, & F. Paredes García (Eds.), La lengua, lugar de encuentro. Actas del XVI Congreso Internacional de la ALFAL (pp. 1783–1792). Alcalá de Henares, Spain: Servicio de Publicaciones de la Universidad de Alcalá.
(2014) Spanish forms of address in advertising and marketing documents in Madrid: Respect and politeness. In Proceedings of the 2014 Hawaii University International Conference on Arts, Humanities and Social Sciences. Retrieved from http://www.huichawaii.org/assets/uber_diane_spanish_forms_of_address_in_advertising_ahs2014.pdf (16 July, 2020).