Types of Directive Speech Acts and the Use of Keigo in Japanese Funeral Advertisements: A Pragmatic Study

Abstract

Language used in Japanese funeral advertisements serves not only as a medium for conveying information but also as a communication strategy that emphasizes politeness, respect, and empathy toward bereaved families. This study aims to analyze the types of directive speech acts employed in Japanese funeral advertisements, examine the use of keigo, and explain its relationship with the concepts of honne and tatemae. The study employed a qualitative descriptive method. The data consisted of 30 utterances collected from five Japanese funeral service advertisements, namely Kazokusou no Amuuru, Maruyoshi Sougisha, Kouzensha, Prieese Sougisha, and Memoriido Kanto Kabushiki Gaisha. Data were collected through documentation techniques and analyzed using Searle's theory of directive speech acts, Hirai's theory of keigo, and the concepts of honne and tatemae. The findings reveal four categories of directive speech acts: requests, questions, invitations, and appeals. Among these categories, questions appear most frequently, whereas appeals are the least frequent. The advertisements employ three types of keigo, namely sonkeigo, kenjougo, and teineigo, with teineigo being the dominant form due to its function in expressing politeness and maintaining harmonious communication with prospective customers. Furthermore, the analysis indicates that most utterances represent tatemae through polite and respectful linguistic expressions, while honne is reflected in the companies' implicit intention to persuade consumers to use their funeral services. These findings demonstrate that directive speech acts and keigo function not only as persuasive linguistic strategies but also as representations of Japanese cultural values emphasizing politeness, harmony, and respect in sensitive communicative contexts