Oralidad e imagen en el discurso publicitario de las redes sociales

Abstract

This article deals with two key features of advertising discourse on social media: conceptual orality in the verbal mode and its multimodal integration with digital image. To this end, we conduct a corpus analysis of the successful case of the Twitter account of Netflix España. Results show that conceptual orality is built on the basis of three main parameters: dialogicity, emotional involvement and familiarity. These parameters are realized by means of lexico-grammatical features together with dis-cursive strategies grounded in humour and in conversational implicatures related to current affairs. Image has a limited impact in boosting interaction or dialogicity; however, it plays a vital function in the expression of emotions and humour.