The aim of this paper is to analyze recent communicative strategies observed in Japanese public sphere in order to specify their status from the perspective of Japanese grammar and pragmatics. In this discussion the traditional dichotomy between correct and incorrect forms is replaced by more situational approach and consequently, the category of appropriateness is presented as a significant criterion for evaluation of current language behaviors.

The idea for this research arose from the personal encounter with selected sekkyaku furēzu ‘phrases for customer service’ which are considered as grammatically incorrect, but simultaneously reflect humble and kind attitude towards customers. Thus, the pragmatic function of hairyo ‘consideration; concern’ towards listener will be underlined in order to indicate certain conditions when the amenity is regarded as predominant over tadashisa ‘correct use’ of language. This approach will be related to recent changes in social and professional life, business manners and attitude towards customers.

Starting with the lexicographic analysis (e.g. wasei eigo and konseigo in business language), through morphology (e.g. nonstandard use of prefixes and suffixes, nijū keigo, -ssu form) to Japanese syntax (e.g. unconventional collocations in manyuaru keigo) noticeable examples of nonstandard language use on official level will be discussed. This description will be referred to scientific approach represented by Japanese linguists (K. Ishiguro, F. Inoue, I. Inoue, Y. Hasegawa, M. Takiura, Y. Kitahara etc.) as well as public approach demonstrated in the opinions of common users who reveal their attitude to doubtful linguistic matters via discussion forums and Q&A websites such as Yahoo!Chiebukuro.