An example of Pragmatics1 in foreign language learning
Pragmatics should be taught explicitly (Amaya, 2008). Pragmatic transfer problems occur due to the learner’s assumptions of universality and transferability. This is one of the most difficult yet important for L2 learners to gain. But if they do not have the knowledge and competence, serious communication breakdown may occur. For example, the phrase “green light” could mean many things depending on the context – it could mean to drive through a set of traffic lights or that you have the go ahead on a work project.
This video clip (Aibu Saki Misudo CM Burando, 2007) illustrates an excellent example of Pragmatics and intercultural aspects including the Japanese sense of humour.
A boring thing to give you?
“Tsumaranai mono desu ga…” This is one of the Japanese particular ways to express politeness. This expression is used when you give a souvenir to someone like your boss or neighbours but not for your family or friends. There is not an equivalent English expression for this. Probably it is similar to "this is not a very valuable thing, (but please take it)". It literally means "a boring thing for you".
In Western culture, a present’s intention is about how a receiver feels and it often “talked up” by the giver with phrases such as “This is a wonderful thing for you”. But in the Japanese way, how a provider feels toward a present is focused on and it is expressed as an uncertain thing such as “You are wonderful, so I am not sure if this is suitable for you who has such a good eye for these things”. With this expression, a receiver may be able to generous toward the present which is not proper for her/him. This expression derives from the Japanese virtues of modesty. Depending on the context, we use it even if giving a very nice or expensive thing. It also means a receiver feels less pressure when accepting the gift.
In conclusion, I believe this video, with its supportive and correct commentary, allows scaffolding for better understanding of the intercultural aspects. But, as this video is only suitable for people who already understand the different meaning of the expression, the explicit teaching of pragmatics is still important to ensure cultural accuracy.
Footnotes
1: The meanings and effects which come from the use of language in particular situations.
References
Aibu Saki Misudo CM Burando (Binkanhen) [A piece of commercial for a Japanese doughnuts company named Mr. Doughnuts performed by Saki Aibu and Jorge Murakami (A sensitive version)] (Sayuri Shirakoma,Trans.). (2007). [Video webcast]. Retrieved October 3, 2010, from http://www.youtube.com/watch?v=ZtcQnklEHfg
Amaya, L. F. (2008). Teaching Culture: Is It Possible to Avoid Pragmatic Failure?, Revista Alicantina de Estudios Ingleses 21, 11-24. Retrieved October 2, 2010, from
Appendix
The details of the YouTube clip
Though this is only a fifteen second clip, it contains many cultural references. The clip is a section from a Japanese Doughnuts Company’s commercial. The commercial was released specially during the summer period when Japanese people give each other gifts to show their appreciation. (The custom is called O-cyugen and is normally held in July).
The purpose of the clip is to encourage people to buy doughnuts for the O-cyugen custom. It does this by showing a humorous interaction between two people playing on the word tsumaranai. Because this word has two different meanings, the humour is achieved through the inversion of the status of the two characters.
Here is a breakdown of the commercial…
• The two people are a master (teacher) and an apprentice.
• Osewa ni natta ano kata ni (お世話になったあの方に)
-Osewa ni naru (natta; past tense) – The one of the most used Japanese expression: Being taken care of ( by someone)
- Ano kata ni – to that person in honorific
• The apprentice is trying to give O-cyugen to her master with two hands by saying “ It’s not something great…”.
• The way to show the box of gift: With two hands
• The special type of room, sitting positions, the way to sit and the way to put her hands on her
thigh.
thigh.
• A traditional hanging calligraphy (The master potentially teaches tea ceremony, calligraphy or
Japanese flower arrangement.)
Japanese flower arrangement.)
• The words of the hanging calligraphy: 失笑 – these two characters mean bursting out laughing in a situation when should not laugh.
There is an interesting interpretation of this Japanese expression from a Korean student.
A Korean learner of Japanese says “This is not very valuable thing, but please enjoy it.” So literally, in Japanese, this means “This is a boring thing, but please have it interestingly.” Retreived October 10, 2010, from http://home.alc.co.jp/db/owa/jpn_tchquiz
Additional self-study about analysing another YouTube clip regarding pragmatics
Three anonymous comments about this video clip
1. This is a Joke. Please do not misunderstand it!
2. This is not a joke, I have seen Japanese do these things all the time.
3. Hilarious, the series of comedy videos is great!
My opinion
As a Japanese national and language teacher, I understand and agree with the comments below. I can see the first comment was made by a Japanese person and understand their perspective. But the second comment raises a good point; though the actions portrayed in the clip are based in truth they are exaggerated. This raises the issue of how people, particularly non-native Japanese, can determine which parts of the video clip (and people’s comments) are “real” and which are exaggerated?
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