Linguistic features of advertising videos created in Spanish language

https://doi.org/10.35912/utlj.v1i2.3436
Published: Sep 9, 2025

Abstract:

Purpose: This study aims to conduct a comprehensive linguistic analysis of Spanish-language advertising videos, focusing on phonetic, morphological, syntactic, and semantic features. It seeks to identify how linguistic strategies, stylistic devices, and cultural elements shape the effectiveness of advertising discourse.

Research Methodology: The research applied advertising discourse analysis based on Cook’s framework, examining a corpus of 450 commercials broadcast in Spain, Argentina, Mexico, and other Spanish-speaking countries between 2020–2024. The materials were categorized by medium (television, social media, online platforms) and product type (food, automotive, cosmetics, banking, telecommunications, etc.).

Results: The findings reveal that Spanish advertising discourse is characterized by rhythmic sound patterns, frequent use of imperative verbs, evaluative and emotional lexicon, concise sentence structures, and multimodal integration. Phonetic devices such as assonance and alliteration enhance memorability, while clitics “te” and “se” strategically influence persuasion. Cultural values—particularly family orientation and national identity—emerge as central themes, distinguishing Spanish advertising from other linguistic contexts.

Conclusions: Spanish advertising discourse combines emotional appeal, cultural identity, and pragmatic linguistic tools to maximize consumer impact. The balance of multimodal features and linguistic creativity ensures high effectiveness and brand recall.

Limitations: The study is limited to Spanish-speaking countries and does not compare results directly with advertisements from other languages.

Contribution: This research contributes to linguistics, marketing, and translation studies by providing empirical evidence of how cultural and linguistic features interact in advertising. It also offers practical insights for international marketing strategies and Spanish language pedagogy.

Keywords:
1. Advertising Discourse
2. Cultural Identity
3. Linguistic Strategies
4. Persuasive Techniques
5. Spanish Language
Authors:
Saidova Nilufar Abdusalomovna
University of World Economy and Diplomacy, Tashkent, Uzbekistan
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Abdusalomovna , S. N. . (2025). Linguistic features of advertising videos created in Spanish language. Universal Teaching and Learning Journal, 1(2), 87–98. https://doi.org/10.35912/utlj.v1i2.3436
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Vol. 1 No. 2 (2025): September
Articles
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References

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    B. Labrador, a. N. R. (2015). Intercultural business communication and simulation and gaming methodology. Procedia - Social and Behavioral Sciences, 176, 224-230.

    Botiraliyevna, B. K. (2024). Methodology of Lexical Competence Formation of Power-Engineering Students based on CBA and its Experimental Research in Teaching ESP. Pubmedia Jurnal Pendidikan Bahasa Inggris, 2(1). doi:https://doi.org/10.47134/jpbi.v2i1.884

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    Downing, R. H., & Delfa, C. V. (2015). Advertising as a space of plurilingual interaction and intercultural learning. Procedia-Social and Behavioral Sciences, 212, 29-34. doi:https://doi.org/10.1016/j.sbspro.2015.11.294

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    Musa, M. M. (2023). Adinugraha Thought: Textual and Contextual Approaches in Understanding Islamic Studies to Deal with Life Problems. Jurnal Studi Ilmu Sosial dan Politik, 2(2), 93-99. doi:https://doi.org/10.35912/jasispol.v2i2.1685

    Pakirdinova, S. A. (2022). Main Characteristics of Advertising Discourse in Modern Linguistics. Texas Journal of Multidisciplinary Studies, 9, 173-176.

    Peterson, M. K. (2016). Engineering Empire. Russian and foreign hydraulic experts in Central Asia, 1887?1917. Cahiers du monde russe. Russie-Empire russe-Union soviétique et États indépendants, 57(57/1), 125-146. doi:https://doi.org/10.4000/monderusse.8336

    Pineda, A., Hernández-Santaolalla, V., & Rubio-Hernández, M. (2015). Individualism in Western advertising: A comparative study of Spanish and US newspaper advertisements. European Journal of Communication, 30, 437-453. doi:http://dx.doi.org/10.1177/0267323115586722

    R, S., & Venkatraman, R. (2022). A semiotic analysis of Saussure and Barthes's theories under the purview of print advertisements. 18, 386-396. doi:http://dx.doi.org/10.52462/jlls.189

    Rivas, J. (2018). Bare Nominals in Brazilian Portuguese. An Integral Approach, Albert Wall, John Benjamins, Amsterdam/Philadelphia (2017), 322 pp., Hardcover, ISBN 0166-0829: Elsevier.

    Salma, S. R. (2023). Media Power and the Rule of Law in the Rise of New Despotism: Lesson Learned from Indonesia, China, Russia, and Iran. Jurnal Studi Ilmu Sosial dan Politik, 2(2), 113-129. doi:https://doi.org/10.35912/jasispol.v2i2.1890

    Sapariati, A., Widnyani, I. A. P. S., & Dewi, N. D. U. (2025). Normative Analysis Of Maternity Leave Policy Implementation For Women Workers’ Rights In Bali. Jurnal Studi Ilmu Sosial dan Politik, 5(1), 33-42. doi:https://doi.org/10.35912/jasispol.v5i1.3817

    Saputro, G. E., Achmad, I., & Santoso, T. I. (2025). Evaluation of the Formation Mechanism and Management of Reserve Components to Improve National Defense Economic: english. Jurnal Studi Ilmu Sosial dan Politik, 4(2), 97-103. doi:https://doi.org/10.35912/jasispol.v4i2.3729

    Serrano, M. J. (2018). Deictic and desubjectivizing meaning in advertising discourse: The usage of Spanish te and se clitics. Lingua, 208, 457-478. doi:https://doi.org/10.1016/j.lingua.2018.04.008

    Xing, C., & Feng, D. (2023). Multimodal intertextuality and persuasion in advertising discourse. Discourse & Communication, 17(5), 613-629. doi:https://doi.org/10.1177/17504813231170579

    Yuxin, X., & Weichao, W. (2022). A Case Study on McDonald’s Advertisements from the Perspective of Intercultural Communication. English Literature and Language Review, 22-31. doi:http://dx.doi.org/10.32861/ellr.82.22.31

    Zhang, C. (2017). Multimodal Discourse Analysis of Advertising Language.

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  2. Alcántara-Pilar, J., Sánchez-Duarte, I., Bermúdez Martínez, M., & López, M. (2024). Linguistics and marketing: The effect of foreign languages in advertising messages. Tourism & Management Studies, 21, 79-89. doi:http://dx.doi.org/10.18089/tms.20240106
  3. Alli, O., & Ademola, W. (2019). A Linguistic (Critical Discourse) Analysis of Consumer Products’ Advertising in Nigeria. Advances in Language and Literary Studies, 10, 159. doi:http://dx.doi.org/10.7575/aiac.alls.v.10n.2p.159
  4. B. Labrador, a. N. R. (2015). Intercultural business communication and simulation and gaming methodology. Procedia - Social and Behavioral Sciences, 176, 224-230.
  5. Botiraliyevna, B. K. (2024). Methodology of Lexical Competence Formation of Power-Engineering Students based on CBA and its Experimental Research in Teaching ESP. Pubmedia Jurnal Pendidikan Bahasa Inggris, 2(1). doi:https://doi.org/10.47134/jpbi.v2i1.884
  6. Cahyaningrum, N. P., Prasetya, H., & Mustiawan, M. (2025). Storytelling Marketing Communication Dalam Membangun Engagement Pada Nano Influencer Tiktok @Tenscoffeeid. Jurnal Studi Ilmu Sosial dan Politik, 5(1), 101-117. doi:https://doi.org/10.35912/jasispol.v5i1.5004
  7. Cook, G. (1994). Implications for Applied Linguistics. Paper presented at the Evaluating Language: Papers from the Annual Meeting of the British Association for Applied Linguistics Held at the University of Essex, September 1992.
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  9. Dafouz-Milne, E. (2008). The pragmatic role of textual and interpersonal metadiscourse markers in the construction and attainment of persuasion: A cross-linguistic study of newspaper discourse. Journal of Pragmatics, 40(1), 95-113. doi:https://doi.org/10.1016/j.pragma.2007.10.003
  10. Downing, R. H., & Delfa, C. V. (2015). Advertising as a space of plurilingual interaction and intercultural learning. Procedia-Social and Behavioral Sciences, 212, 29-34. doi:https://doi.org/10.1016/j.sbspro.2015.11.294
  11. El-Dali, H. (2019). The Language of Consumer Advertising: Linguistic and Psychological Perspectives. Studies in Linguistics and Literature, 3, 95. doi:http://dx.doi.org/10.22158/sll.v3n2p95
  12. Fairclough, N. (1989). Advertising and consumerism: Longman.
  13. Fuertes-Olivera, P., Velasco-Sacristán, M. S., Arribas-Baño, A., & Samaniego, E. (2001). Persuasion and advertising English: Metadiscourse in slogans and headlines. Journal of Pragmatics, 33, 1291-1307. doi:http://dx.doi.org/10.1016/S0378-2166(01)80026-6
  14. Fuertes-Olivera, P. A., Velasco-Sacristán, M., Arribas-Baño, A., & Samaniego-Fernández, E. (2001). Persuasion and advertising English: Metadiscourse in slogans and headlines. Journal of Pragmatics, 33(8), 1291-1307. doi:https://doi.org/10.1016/s0378-2166(01)80026-6
  15. Hordern, J. (2024). Teacher professionalism, expertise and the jurisdictional struggle. Education Inquiry, 1-16. doi:https://doi.org/10.1080/20004508.2024.2308945
  16. Kanumuri, V. (2025). Adapting Brands for Global Markets through Cross-Cultural Marketing. International Journal of Academic Excellence and Research, 01, 69-79. doi:http://dx.doi.org/10.62823/MGM/IJAER/01.02.84
  17. Karasik, V. I., & Kitanina, E. A. (2023). Axiology of power in the Russian language and culture. Russian Language Studies, 21(1), 97-110. doi:https://doi.org/10.22363/2618-8163-2023-21-1-97-110
  18. Katermina, V. V., & Buyanova, L. Y. (2020). Modern Russian Advertising Discourse: Semiotics, Mentality, Manipulation. European Proceedings of Social and Behavioural Sciences. doi:https://doi.org/10.15405/epsbs.2020.04.02.49
  19. Kholboboeva, A. S. (2023). The Theoretical View of Advertising Discourse. The GLOCAL in Mediterranean and Europe, 3, 121–125. doi:https://doi.org/10.47298/comela22.1-13
  20. Liu, H., Liu, L., & Li, H. (2024). Multimodal Discourse Studies in the International Academic Community (1997–2023): A Bibliometric Analysis. SAGE Open, 14. doi:http://dx.doi.org/10.1177/21582440241305454
  21. Malkawi, A. (2025). The Use of Conceptual Metaphors in Advertising: A Cognitive Approach to Persuasive Language. Journal of Posthumanism, 5. doi:http://dx.doi.org/10.63332/joph.v5i2.469
  22. Musa, M. M. (2023). Adinugraha Thought: Textual and Contextual Approaches in Understanding Islamic Studies to Deal with Life Problems. Jurnal Studi Ilmu Sosial dan Politik, 2(2), 93-99. doi:https://doi.org/10.35912/jasispol.v2i2.1685
  23. Pakirdinova, S. A. (2022). Main Characteristics of Advertising Discourse in Modern Linguistics. Texas Journal of Multidisciplinary Studies, 9, 173-176.
  24. Peterson, M. K. (2016). Engineering Empire. Russian and foreign hydraulic experts in Central Asia, 1887?1917. Cahiers du monde russe. Russie-Empire russe-Union soviétique et États indépendants, 57(57/1), 125-146. doi:https://doi.org/10.4000/monderusse.8336
  25. Pineda, A., Hernández-Santaolalla, V., & Rubio-Hernández, M. (2015). Individualism in Western advertising: A comparative study of Spanish and US newspaper advertisements. European Journal of Communication, 30, 437-453. doi:http://dx.doi.org/10.1177/0267323115586722
  26. R, S., & Venkatraman, R. (2022). A semiotic analysis of Saussure and Barthes's theories under the purview of print advertisements. 18, 386-396. doi:http://dx.doi.org/10.52462/jlls.189
  27. Rivas, J. (2018). Bare Nominals in Brazilian Portuguese. An Integral Approach, Albert Wall, John Benjamins, Amsterdam/Philadelphia (2017), 322 pp., Hardcover, ISBN 0166-0829: Elsevier.
  28. Salma, S. R. (2023). Media Power and the Rule of Law in the Rise of New Despotism: Lesson Learned from Indonesia, China, Russia, and Iran. Jurnal Studi Ilmu Sosial dan Politik, 2(2), 113-129. doi:https://doi.org/10.35912/jasispol.v2i2.1890
  29. Sapariati, A., Widnyani, I. A. P. S., & Dewi, N. D. U. (2025). Normative Analysis Of Maternity Leave Policy Implementation For Women Workers’ Rights In Bali. Jurnal Studi Ilmu Sosial dan Politik, 5(1), 33-42. doi:https://doi.org/10.35912/jasispol.v5i1.3817
  30. Saputro, G. E., Achmad, I., & Santoso, T. I. (2025). Evaluation of the Formation Mechanism and Management of Reserve Components to Improve National Defense Economic: english. Jurnal Studi Ilmu Sosial dan Politik, 4(2), 97-103. doi:https://doi.org/10.35912/jasispol.v4i2.3729
  31. Serrano, M. J. (2018). Deictic and desubjectivizing meaning in advertising discourse: The usage of Spanish te and se clitics. Lingua, 208, 457-478. doi:https://doi.org/10.1016/j.lingua.2018.04.008
  32. Xing, C., & Feng, D. (2023). Multimodal intertextuality and persuasion in advertising discourse. Discourse & Communication, 17(5), 613-629. doi:https://doi.org/10.1177/17504813231170579
  33. Yuxin, X., & Weichao, W. (2022). A Case Study on McDonald’s Advertisements from the Perspective of Intercultural Communication. English Literature and Language Review, 22-31. doi:http://dx.doi.org/10.32861/ellr.82.22.31
  34. Zhang, C. (2017). Multimodal Discourse Analysis of Advertising Language.
  35. Zheltukhina, M., G, S., Muzykant, V., Ponomarenko, E., & Masalimova, A. (2017). Functional characteristics of the English and Russian media texts about the Sochi 2014 Winter Olympic Games: political and linguistic aspects. XLinguae, 10, 83-100. doi:http://dx.doi.org/10.18355/XL.2017.10.03.07