Acceso usuarios
Joseph R. Weyers
This article reports on 279 surveys that were conducted to determine how Montevidean consumers perceive the forms of address inherent in written advertising. Survey participants were shown five pictures of commercial ads and asked to identify if the ad addressed them as tú or vos. The ads contained only null subject verb forms. The results show that while a majority of consumers identified tú as the form of address inherent in verbal tuteo forms that use a written accent mark, other verbal tuteo forms that do not use a diacritic were less readily identifiable. At the same time, younger speakers showed a propensity for seeing vos in advertising more regularly than older speakers. Finally, the results suggest that since Montevidean consumers are accustomed to seeing vos in written advertising, in many cases they identify that form of address regardless of the advertiser's intention.
