Politeness and impoliteness in fashion advertisements in Spanish
This study deals with discourse strategies used in fashion advertisements in Spanish language. Specifically, the aim is to analyze politeness and impoliteness as pragmalinguistic resources in order to convince the recipient to consume a product. Politeness is defined as a human strategy (Mariottini 2007) which tends to maintain the social equilibrium between the speaker’s and hearer’s faces (Goffman 1981) involved in a specific communicative situation.