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.
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