@article{aup:/content/journals/10.5117/TVT2013.3.VISM, author = "Vismans, Roel", title = "Aanspreekvormen in Nederlandstalige banneradvertenties", journal= "Tijdschrift voor Taalbeheersing", year = "2013", volume = "35", number = "3", pages = "254-276", doi = "https://doi.org/10.5117/TVT2013.3.VISM", url = "https://www.aup-online.com/content/journals/10.5117/TVT2013.3.VISM", publisher = "Amsterdam University Press", issn = "2352-1236", type = "Journal Article", keywords = "Dutch forms of address", keywords = "social distance", keywords = "common ground", keywords = "advertisements", keywords = "politeness", abstract = "This article concerns the use of Dutch forms of address, especially the second-person pronouns je and u, in banner advertising on the websites of four newspapers in the Netherlands and Flanders. It focuses on two specific aspects: variation in the frequency of forms of address and pragmatic principles underlying their usage. The paper shows that economic sector is a significant factor in the use or avoidance of address pronouns. When an address pronoun is used, sector is again a significant factor in the choice between u and je and the type of newspaper (quality or popular) is of marginal significance. In neither case does the factor region (Netherlands vs. Flanders) play a role. Clyne et al. (2009) have proposed six pragmatic principles for the choice between familiar and distance pronouns, but in Dutch banner advertisements only three of them play a significant role.", }