A study investigated the use of the Cypriot Greek dialect (CG) in radio commercials of the Cyprus Broadcasting Corporation (CBC) over a period of ten years. CG, the language of everyday interaction in Cypriot villages, is distinguished from the other language variety commonly used, one closer to standard modern Greek. Analysis of the radio commercials in CG focuses on why this variety is chosen in certain commercials, principally those for traditional food products, locally manufactured products competitive with similar imported products, and products whose possession indicates maintenance of traditional values. It is concluded that CG is used to appeal to rural lower and middle class consumers who embody the values of traditional Cypriot society. The most important values, as deduced from the commercials themselves, include consumption of traditional foods, exclusive use of Cypriot products, and priority of family. These commercials also tend to be broadcast at a single peak listening time, after church and before the traditional family meal on Sundays. (MSE)