Estrategias de cortesía en anuncios escritos en español: un ejercicio de análisis pragmalingüístico

Abstract

Linguistic politeness is a social phenomenon that includes human relationships in regards to the verbal interactions harmony and good manners in a given context. Advertising discourse, with a persuasive nuance, is one of those contexts in which politeness can play the role under different strategies. This is what we propose to investigate in this exercise of analysis, from a pragmalinguistics perspective, based on a corpus composed of 6 ads sports seeking to understand how occurs persuasion to consumers, without causing damage to its public image. For data analysis, we adopt the pragmalinguistic approach Fuentes Rodríguez (2013; 2017), attentive to the components of the linguistic-pragmatics that makes it possible to describe the multidimensional organization of the speech in one interrelation among language-context. From this perspective and based on main theorists as Goffman (1967; 2001), that brings the concept of public image, Brown and Levinson (1987), who developed the concepts of positive and negative courtesy, Lakoff (1973) and Leech (1983), who treated to conversational maxims, we identify strategies of linguistic courtesy from the morphosyntactic categories and lexicalsemantic and we focus the argumentative dimension as an essential characteristic of that speech. The results showed positive comity strategies that sought to please both the image of the consumer, as show producer ethos and advertised products, also negative courtesy strategies were identified with regard to preserve the image of the reader, possible consumer. So it was possible to observe the way how, in a communicative interaction, the transmitter and the receiver are seeking at all times safeguard their faces and maintain harmony in their interpersonal relationships.