Second-person te is more salient than se therefore, the meanings conveyed by each one in media discourse will be notably different.
The main cognitive explanatory notion will be salience both clitics, te and se, imply different degrees of referent salience. The variable choice of te or se strongly conditions the interpretation of advertisements and their meanings.
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 and the clitic se from a cognitive viewpoint.
