LA SEGUNDA PERSONA DEL SINGULAR (TÚ) COMO RECURSO DE OBJETIVACIÓN EN EL DISCURSO PUBLICITARIO.

The Spanish second-person singular tú may acquire two different kinds of references when used in concrete discursive and communicative interactions. Besides its prototypical deictic one, commonly referring to the interlocutor, there is another one that it is used to convey general and unspecific meanings that detach the reference from the speaker notional sphere, presenting utterances in a depersonalized and objective way. Some recent researches have delved into the cognitive and discursive properties of this usage and renamed it as objectivizing second-person singular, as it constitutes a communicative resource that tends to provide discourse with an objective meaning by means of the cognitive salience. This work is aimed at analyzing this phenomenon in a corpus of both oral and written texts from media advertising taking into account the expressed and omitted variants of the second-person singular as well as the grammatical elements most frequently co-appearing with them. It will be concluded that this phenomenon acts as a powerful persuasive advertising strategy. [ABSTRACT FROM AUTHOR]