This study aims to contribute to a better understanding of oral and written Spanish advertising discourse by analyzing variation between the second-person object clitic te ['you'] and the clitic se ['one'] from a cognitive viewpoint. The variable choice of te or se strongly conditions the interpretation of advertisements and their meanings. The main cognitive explanatory notion will be salience; both clitics, te and se, imply different degrees of referent salience. Second-person te is more salient than se; therefore, the meanings conveyed by each one in media discourse will be notably different. Results indicate that the distribution and usage of the clitics te and se reveal different persuasion strategies in advertising discourse. In general terms, te is used when a special deicti...
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