In:Bonding through Context: Language and interactional alignment in Japanese situated discourse
Edited by Risako Ide and Kaori Hata
[Pragmatics & Beyond New Series 314] 2020
► pp. 217–238
Chapter 10Getting to the point
Indexical reference in English and Japanese email discourse
Published online: 3 December 2020
https://doi.org/10.1075/pbns.314.10yot
https://doi.org/10.1075/pbns.314.10yot
Abstract
This paper compares indexical expressions utilized in English and Japanese email discourse from book companies
in the United States and Japan in order to highlight their referential functions and underscore their pedagogical importance. These
deictics also serve a marketing purpose by constituting a bond between company and customer and encouraging further patronage. English
emails adopt a relatively casual stance, with positive politeness markers such as bare imperatives functioning to invite future
customer engagement. Pronominal reference also predominates, whereas in Japanese, recurring combinations of nominal forms with polite
prefixes and honorific or humble polite predicates enable a company to express appreciation for a customer’s patronage, acknowledge
benefits received, and indirectly index a deferent stance consonant with customer expectations for online vendors.
Keywords: indexicality, deixis, business, email, benefactives, honorifics, politeness, English, Japanese
Article outline
- 1.Introduction
- 2.Overview to the chapter
- 3.Indexical reference and marketing strategies in English membership confirmations
- 4.Indexical reference and marketing strategies in English order confirmations
- 5.Indexical reference and marketing strategies in Japanese membership confirmations
- 6.Indexical reference and marketing strategies in Japanese order confirmations
- 7.Discussion: Honorific and humble polite forms as social deictics in Japanese emails
- 8.Pedagogical implications and conclusion
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