Although the RAE only contemplates this word as an interjection, it can also be used as a noun, as something that generates pain. It was typical, decades ago, to martyr children by pinching them as the question "Who do you love more, your father, your mother or the ayayay?" was recited to them with the consequent annoyance of the children who, often, did not answer because of the pain of the pinch to the joy of the adult tormentor.
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