Pronouns of address in recruitment advertisements from multinational companies
In Netherlandish Dutch, Belgian Dutch, German, French, and Spanish, speakers have a choice between formal (V) and
informal (T) pronouns of address. We present a quantitative study of how V and T are used on recruitment pages of multinational
companies. Our corpus-based method is inspired by studies on pronouns of address in Netherlandish and Belgian Dutch by Vismans (2007) and Waterlot (2014). Unlike
these earlier studies, we provide a comparison of the same companies recruiting in different countries, thereby strengthening the
comparison of V- and T-forms between languages. We find a preference for T in recruitment ads in Belgian Dutch, Netherlandish
Dutch, and Spanish, while we find a preference for V in French. There seems to be no clear preference for either V or T in
German, which may reflect that address preferences in German are
changing or ambiguous.
Article outline
- 1.Introduction
- 2.Literature review
- 3.Method
- 4.Results
- 5.Discussion
- 6.Conclusion
- Acknowledgements
- Open data
- Note
-
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Cited by
Cited by 2 other publications
Rosseel, Laura, Eline Zenner, Fabian Faviana & Bavo Van Landeghem
2024.
The (Lack of) Salience of T/V Pronouns in Professional Communication: Evidence from an Experimental Study for Belgian Dutch.
Languages 9:3
► pp. 112 ff.
Schoenmakers, Gert-Jan, Jihane Hachimi & Helen de Hoop
2024.
Can You Make a Difference? The Use of (In)Formal Address Pronouns in Advertisement Slogans.
Journal of International Consumer Marketing 36:2
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