The Andalusian language in advertising: language levels and message content

Abstract

Languages are historical products materialized in a plurality of norms where idiomatic usages coexist that are assessed according to their perception by speakers, who are responsible for the attribution of positive or negative views to specific variants. Commercial advertising profits from the existence of such a community system for the approval or disapproval of the actual linguistic reality as a value-carrying discursive strategy which transcends the immediate practical usefulness of the product that is being advertised. Thus, the verbal component of advertisements reveals dialectal features stigmatized by the communicative distance modality. The purpose of this study goes beyond the merely conceptual framework, additionally attempting to empirically validate the functionality associated with the discursive exploitation of Andalusian pronunciation in local commercial advertising from the quantitative and qualitative analysis of radio spots broadcast by Radio Sevilla (Cadena Ser) throughout 2018.