日本語の広告印刷物に現れる敬語表現について

Honorific Expressions of Advertising Leaflets in Japanese

本稿は日本の相模原市で配られた生活広告文(チラシ)に注目し、チラシに現れた敬語(尊敬語(表現)·謙譲語(表現)·丁寧語(表現))の使用様相を2つの視点で明らかにしたものである。1つは敬語体系を構成する尊敬語、謙譲語、丁寧語等の(表現)形式がどのような頻度で運用されるかを考察したものである。もう1つは日本語の敬語がどのような単語や文に接続するか(生ずるか)、ひいてはどのような文脈のもとで使われるかを考察したものである。本稿はまずチラシというテキスト上に現れた敬語の使用様相を考察したために日本人の敬語運用のあり方への理解が予想される。第2に、抽象的な敬語体系がチラシに運用されることに連携しSNS、インスタグラム、ブログ等のインターネット空間でどのように敬語が運用されるかを考察する契機を與えられると予想される。第3に、本稿は日本語を含め、敬語運用をめぐってさまざまな言語に見られる共通点や差異点を明らかにする契機を與えられると予想される。最後に、本稿は学習者の興味を引きやすいチラシの敬語を扱っているために日本語学習者が効果的に敬語を学習できる可能性を高められると予想される。

The usage pattern of honorific language shown in the flyers was considered from two points of view paying attention to flyers distributed in Japan. The first one is to consider the operation frequency of the types such as respectful language, humble language, polite language, and so forth, which compose the honorific language system in Japanese. Another one is to consider what words the honorific language system in Japanese (honorific language expressions) is connected with, and also under which contextual condition it is used. First, it is expected that it is possible to have a deep understanding of the operating posture of Japanese people for honorific language because this study considers the use of honorific language in the scenes and texts shown in the flyers. Second, it is expected that it will be able to present an opportunity to consider how it is operated in the internet space such as SNS, Instagram, blogs, and so forth in connection with the abstract honorific language system being operated in the flyers. Third, it is expected that this study can provide an opportunity to identify commonalities or differences seen in various languages including Japanese. Finally, it is expected that Japanese learners will have a high possibility of successful learning of honorific language because this study deals with honorific language of the flyers which are likely to attract the interest of the learners.