Publicidad, Twiter y conocimiento compartidoactos de habla expresivos

Resumen

This paper analyzes the role of the expressive speech acts (congratulations, thanks and compliments) occurring in the advertising tweets from some of the most popular cosmetic brands. First, the key aspects that the publicist must take into account in formulating the message ―such as the nature of the advertising discourse, the target, and the microblogging network Twitter― are approached from the perspective of common ground (Clark 1996). Second, the particularities of expressive speech acts are revised, paying special attention to its phatic, social function, and focusing on its potential to both express and trigger emotions. Then, the most representative formulas for these speech acts are isolated. Finally, the paper analyzes the way in which these micro-acts are jointed to constitute macro expressive speech acts that recreate an environment of affiliation in order to emotionally persuade their potential customers.