Situative Marketingstrategien: Grundsatzstrategien für “Dogs”

This collection of 13 original papers focuses on the phenomenon of politeness in language. It presents the most important problems in developing a theory of linguistic politeness, which must deal with the crucial differences between lay notions of politeness in different cultures and the term 'politeness' as a concept within a theory of linguistic politeness. The universal validity of the term itself is called into question, as are models such as those developed by Brown and Levinson, Lakoff, and Leech. New approaches are suggested. In addition to this theoretical discussion, an empirical section presents a number of case studies and research projects in linguistic politeness. These show what has been achieved within current models and what still remains to be done, in particular with reference to cross-cultural studies in politeness and differences between a Western and a non-Western approach to the subject.