Abstract:
Instrumentalization of the market language is a phenomenon negatively evaluated by language researchers. A matter of exceptional interest is the use of forms of etiquette which, to a large extent, outlines the atmosphere of relations between a customer and a seller. It is also worth examining the functioning of fairly ‘inconspicuous’ mechanisms of human speech such as diminutives. Diminutives are expressions that are created as a result of word-forming derivation, i.e. after adding such formants as -ek, -ik, -ka, -ko to a base of word. Therefore, the topic discussed in the article is the communicative sense of using diminutives in the language of modern trade. From a communicative point of view, the use of diminutives is subject to various strategic intentions carried out by a seller during a market conversation which include: a strategy of decreasing the distance and a strategies of politeness. Moreover, the use of diminutives is characteristic at the interactive level of communication when the speaker (seller) disturbs the Polish cultural norms of polite behaviour, for instance, when he/she disturbs other person’s sense of privacy during official contacts.
