ABSTRACT
This chapter focuses on the identification of audience and referee design at the intra-varietal level, through the examination of sub-varieties of Irish English (IrE). As IrE is the most frequently used variety in the later subcorpora of 1997, 2007 and 2017, these subcorpora are the main focus of the chapter. IrE is examined in terms of broad categories of ‘non-local’ and ‘local’ IrE accents. The analysis of IrE dialect use at the qualitative level is guided by the phonological patterns of the ads, and the way in which dialectal elements operate with phonological patterns is investigated. As with the inter-varietal analysis, the chapter examines how variety choice can be interpreted in terms of outgroup referee design, audience design and ingroup referee design, at the intra-varietal level, with a focus on the new mainstream accent variety of Advanced Dublin English (AdvD). The chapter concludes by reflecting on the value of corpus linguistics in this analysis.
