著者

大谷 鉄平

出版者

長崎外国語大学

雑誌

長崎外大論叢 = The Journal of Nagasaki University of Foreign Studies (ISSN:13464981)

巻号頁・発行日

no.21, pp.89-103, 2017-12-30

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AbstractSome commonly used Japanese expressions exhibit what the author calls advertisement-like nuances.These expressions often leave an impression of exaggeration because they are used in such a way that they are expected to convey something more than their lexical meanings. These expressions have undergone a commercialization process which gives them the functions of advertisement, exaggeration, and situation shift in the author’s terms.In this paper, the author pointed out that there was a characteristic modality form about ”desire” expressions by a first-person subject, used in the context of advertising and publicity. The usage of this form deviated from its general use, and, the analysis shows that a marketing strategy motivated this deviant usage.