¿Porque tú lo vales o porque lo vales? Variación de la segunda persona tú en los mensajes publicitarios

Resumen

Expressed and omitted variants of the pronominal subjects in Spanish may be explained according to cognitive salience and textual informativeness. These cognitive properties contribute to creating different meanings in discourse that perform concrete communicative goals, as is the case of print advertising messages. A corpus compiling this textual typology will serve to analyze the communicative functions conveyed by either the expressed or omitted variant of the second-person tú. Whereas the former focuses on the referent of the pronoun as unique or exclusive consumer of the product, the latter displays the pragmatic attention over the whole message involving a wider and more generalized recipient of the advertising content. Both variants can also be used in the same message this also implying a meaning according to certain communicative purposes