謝罪広告に関するクリティカル・ディスコース・アナリシス : 食品業界の謝罪広告分析
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概要
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The purpose of this paper is, first to survey some of the characteristics of public apology that Japanese food industry expresses in newspaper advertisement and, second, to interpret the advertisers' unexpressed intentions by critically analyzing the discourse representation. I will also consider the relationship between several apologizing discourse tendencies and the following factors: one-way apology act in advertisement, a large variety of audience, spatially-limited advertising sections, customary high-context communication, and an industrial hierarchy or vertically related society. Several significant tendencies are as follows : ・ The standardized structure and expressions suggest an external act of apology. ・ The main aim in announcing public apology might be to save each company's face and rationalize its fault rather than to express its sincere apology. ・ There is a tendency to exhibit official apology in the latter half of the body part of discourse. It prompts an audience to pay attention to the other elements mentioned before making apology and also weakens apology act. ・ What is disadvantageous to each company would be avoided announcing by expecting a wide audience to imagine unannounced truth. ・ Expressions appealing to readers' emotions are intentionally used for smoothing their anger and distrust. ・ If a company does not have principal responsibility for the trouble concerned, there is a decided tendency for the company to imply that another one is blame for it.