The discursive construction of andalusian language in institutional advertising

This comprehensive investigation delves into the utilization of the Spanish language in institutional advertising, adopting a pragmatic perspective. The study meticulously scrutinizes the prevalence and functionality of Andalusian dialects, focusing on their distinctive pronunciation features within a curated selection of campaigns. Here, linguistic variation is recognized as a pivotal advertising strategy, giving rise to what is termed "advertising styles" that act as strategic vectors in engaging potential consumers within a markedly fragmented market. This approach is thoughtfully aligned with other enunciative resources. Within the realm of commercial advertising, a persuasive discourse is wielded, conveyed through the medium of standard language. However, a discernible trend of market fragmentation has emerged, prompting, in specific instances, the integration of dialectally marked features in discourse. This integration serves to bolster product authenticity, establish proximity to the target audience, and characterize the discursive subject. Notably, in the context of Andalusian dialects, pronunciation stands out as a frequently employed strategy, attributing distinct subjective values to advertised products and embedding them in the emotive sphere, as noted by Leal in 2021 and 2022. The study's primary focus is on determining whether similar strategies are employed in institutional advertising-whether promotional content originating directly from public administrations also resorts to these linguistic tactics to craft a discourse that is closer, more empathetic, and approachable. To investigate this, institutional campaigns commemorating the Day of Andalusia, spanning from 2004 to 2022 and sourced from the official website of the Junta de Andalucia, will undergo thorough phonetic and polyphonic analysis. Situated within the theoretical framework of Coserian affiliation varieties and mindful of their cohesive function, the study seeks to identify which linguistic forms are "iconized" as emblematic of the Andalusian discursive variety in its official projection. The overarching conclusion drawn from this extensive exploration is that, aside from specific dialectal features, there is a lack of perceived multiform linguistic imagery in any instance.