La coloquialización del discurso publicitario en Twitter como estrategia de marca

This article presents the results of a qualitative study on the main colloquial linguistic features employed in advertising messages on Twitter. An analysis has been carried out on the orthographic, morphosyntactic and lexical elements of a corpus of 300 tweets published in different profiles of 50 Spanish and international companies. The exploratory analysis indicates that advertising in Spanish on this social network relies on two types of strategies. The first one involves the imitation of the colloquial modality of language, in particular, that used by young speakers, in order to personalize the message and connect with the potential customer in this context. The second one boils down to a constant appeal to the user to reply and «talk» with the brand, thus generating positive content about it on the microblog.