This project aims to provide a multivariate analysis of the nominal vocative in contemporary Madrilenian Spanish (e.g. Hola, tío ‘Hey, dude’) from a cognitive-functional, usage-based perspective. The formal and functional productivity of the Spanish nominal vocative expressions will be scrutinized in light of (socio)linguistic, situational variables, and personality determinants of the speakers, by means of both corpus and experimental data.