How is the "ll" sound in Spanish pronounced?

While the standard pronunciation is widely understood, it's also important to be aware of regional variations. In some regions, particularly in Argentina, Uruguay, and Paraguay, the "ll" sound is pronounced as a "zh" or "sh" sound. This pronunciation is called "reísmo" or "sheísmo" and is influenced by an accent known as Rioplatense or River Plate Spanish. For example, if you're in Buenos Aires, you might hear "lluvia" (rain) pronounced as "zhoovia" or "shoovia."