Esta tese tem como objetivo central analisar a violação e recuperação da confiança do cliente na empresa após a recuperação de uma falha malsucedida – situação de duplo desvio. No escopo do objetivo central, é verificado o efeito intensificador da violação da confiança oriundo do duplo desvio; o efeito que a promessa de não recorrência das falhas e o pedido de desculpa, enquanto táticas de recuperação, possuem na confiança; o papel das atribuições de competência e integridade para explicar os efeitos das táticas de recuperação da confiança; e o efeito moderador tanto do tipo de violação da confiança quanto da distância temporal entre a ocorrência do duplo desvio e a inserção da tática, na relação entre a tática de recuperação e a confiança. Para verificar estes efeitos, quatro estudos experimentais foram operacionalizados. Os resultados do primeiro estudo indicam que a violação da confiança é maior após o duplo desvio, comparativamente com o nível de confiança identificado após o desvio simples. No segundo estudo, a possibilidade de recuperação da confiança por meio da promessa de não recorrência das falhas e do pedido de desculpa foi verificada. Os resultados deste segundo estudo indicam que tanto a promessa quanto o pedido de desculpa geram níveis mais elevados de confiança na empresa que a condição de controle (sem tática alguma) e outras duas táticas de recuperação da confiança utilizadas. Além disso, o estudo dois também apresenta que os efeitos das táticas de recuperação na confiança são totalmente mediados pelas atribuições de competência ou atribuições de integridade. No terceiro estudo, os resultados indicam que a efetividade da tática de recuperação depende do tipo de violação da confiança a que o sujeito foi submetido, sendo que a promessa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na competência, enquanto o pedido de desculpa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na integridade. No último estudo experimental, os resultados evidenciam uma interação entre a tática de recuperação da confiança e a distância temporal entre o duplo desvio e a inserção da tática, sendo que o pedido de desculpa gerou maiores níveis de confiança quando a distância foi curta (vs. longa), enquanto a promessa gerou maiores níveis de confiança quando esta distância foi longa (vs. curta). Baseado nisto, esta tese contribui para a literatura de Marketing e recuperação da confiança ao evidenciar que: o duplo desvio intensifica os efeitos negativos na confiança gerados pelo desvio simples; é possível recuperar a confiança após o duplo desvio, por meio da promessa e do pedido de desculpa; as pistas emitidas pela tática e a atribuição do sujeito explicam o funcionamento das táticas de recuperação da confiança; e tanto o tipo de violação da confiança quanto a distância temporal condicionam os efeitos das táticas de recuperação. / This dissertation aims at analyzing the breach and recovery of customer trust in the company after a poor failure recovery - a double deviation situation. Its objective is to investigate the greater effect of trust violation derived from the double deviation situation; the effect that the promise of non-recurrence of failures and apology as trust recovery tactics have on trust; the role of attributions of competence and integrity to explain the effects of trust recovery tactics; and the moderating effect of both trust violation type and temporal distance between the occurrence of double deviation and tactics insertion, in the relationship between recovery tactics and trust. In order to verify these effects, four experimental studies were operationalized. The results from the first study indicate that the breach of trust is higher after the double deviation, compared with the level of trust identified after the simple deviation. In the second study, the possibility of trust restitution by the promise of non-recurrence of failures and apology was verified. The results of this second study indicate that both promise and apology generate higher levels of trust in the company than the control condition (without any tactics) and two other tactics used to restore trust. Furthermore, the second study also shows that the effects of both recovery tactics on trust are fully mediated by attributions of competence or integrity. In the third study, the findings indicate that the effectiveness of recovery tactics depends on the type of trust violation to which the subject was submitted. Whereas the promise generated higher levels of trust when the violation was based on competence, the apology generated higher levels of trust when the violation was based on integrity. In the last experimental study, the results indicate an interaction between the trust recovery tactics and the temporal distance, between the double deviation and the tactics insertion, given that the apology has generated greater levels of trust when the distance was short (vs. long); while the promise generated higher levels of trust when this distance was long (vs. short). Based on that, this dissertation contributes to the marketing and trust recovery literature by showing that: the double deviation intensifies the negative effects on trust generated by the simple deviation, it is possible to rebuild trust after double deviation, through promise and apology; the cues expressed by the recovery tactics and the subject attribution explain the mechanism through which the trust recovery tactics operates; and both the violation of trust type, as well as the temporal distance condition the effects of recovery tactics.

Esta tese tem como objetivo central analisar a violação e recuperação da confiança do cliente na empresa após a recuperação de uma falha malsucedida – situação de duplo desvio. No escopo do objetivo central, é verificado o efeito intensificador da violação da confiança oriundo do duplo desvio; o efeito que a promessa de não recorrência das falhas e o pedido de desculpa, enquanto táticas de recuperação, possuem na confiança; o papel das atribuições de competência e integridade para explicar os efeitos das táticas de recuperação da confiança; e o efeito moderador tanto do tipo de violação da confiança quanto da distância temporal entre a ocorrência do duplo desvio e a inserção da tática, na relação entre a tática de recuperação e a confiança. Para verificar estes efeitos, quatro estudos experimentais foram operacionalizados. Os resultados do primeiro estudo indicam que a violação da confiança é maior após o duplo desvio, comparativamente com o nível de confiança identificado após o desvio simples. No segundo estudo, a possibilidade de recuperação da confiança por meio da promessa de não recorrência das falhas e do pedido de desculpa foi verificada. Os resultados deste segundo estudo indicam que tanto a promessa quanto o pedido de desculpa geram níveis mais elevados de confiança na empresa que a condição de controle (sem tática alguma) e outras duas táticas de recuperação da confiança utilizadas. Além disso, o estudo dois também apresenta que os efeitos das táticas de recuperação na confiança são totalmente mediados pelas atribuições de competência ou atribuições de integridade. No terceiro estudo, os resultados indicam que a efetividade da tática de recuperação depende do tipo de violação da confiança a que o sujeito foi submetido, sendo que a promessa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na competência, enquanto o pedido de desculpa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na integridade. No último estudo experimental, os resultados evidenciam uma interação entre a tática de recuperação da confiança e a distância temporal entre o duplo desvio e a inserção da tática, sendo que o pedido de desculpa gerou maiores níveis de confiança quando a distância foi curta (vs. longa), enquanto a promessa gerou maiores níveis de confiança quando esta distância foi longa (vs. curta). Baseado nisto, esta tese contribui para a literatura de Marketing e recuperação da confiança ao evidenciar que: o duplo desvio intensifica os efeitos negativos na confiança gerados pelo desvio simples; é possível recuperar a confiança após o duplo desvio, por meio da promessa e do pedido de desculpa; as pistas emitidas pela tática e a atribuição do sujeito explicam o funcionamento das táticas de recuperação da confiança; e tanto o tipo de violação da confiança quanto a distância temporal condicionam os efeitos das táticas de recuperação. / This dissertation aims at analyzing the breach and recovery of customer trust in the company after a poor failure recovery - a double deviation situation. Its objective is to investigate the greater effect of trust violation derived from the double deviation situation; the effect that the promise of non-recurrence of failures and apology as trust recovery tactics have on trust; the role of attributions of competence and integrity to explain the effects of trust recovery tactics; and the moderating effect of both trust violation type and temporal distance between the occurrence of double deviation and tactics insertion, in the relationship between recovery tactics and trust. In order to verify these effects, four experimental studies were operationalized. The results from the first study indicate that the breach of trust is higher after the double deviation, compared with the level of trust identified after the simple deviation. In the second study, the possibility of trust restitution by the promise of non-recurrence of failures and apology was verified. The results of this second study indicate that both promise and apology generate higher levels of trust in the company than the control condition (without any tactics) and two other tactics used to restore trust. Furthermore, the second study also shows that the effects of both recovery tactics on trust are fully mediated by attributions of competence or integrity. In the third study, the findings indicate that the effectiveness of recovery tactics depends on the type of trust violation to which the subject was submitted. Whereas the promise generated higher levels of trust when the violation was based on competence, the apology generated higher levels of trust when the violation was based on integrity. In the last experimental study, the results indicate an interaction between the trust recovery tactics and the temporal distance, between the double deviation and the tactics insertion, given that the apology has generated greater levels of trust when the distance was short (vs. long); while the promise generated higher levels of trust when this distance was long (vs. short). Based on that, this dissertation contributes to the marketing and trust recovery literature by showing that: the double deviation intensifies the negative effects on trust generated by the simple deviation, it is possible to rebuild trust after double deviation, through promise and apology; the cues expressed by the recovery tactics and the subject attribution explain the mechanism through which the trust recovery tactics operates; and both the violation of trust type, as well as the temporal distance condition the effects of recovery tactics.

[pt] O objetivo deste estudo é caracterizar o ato de desculpas públicas realizados por agentes políticos, no exercício de suas funções. A partir de uma perspectiva sociopragmática, pretende-se examinar a especificidade da forma e da função das desculpas públicas e o tipo de ofensa e contexto que motiva o pedido de desculpas. O corpus é constituído por desculpas públicas, veiculadas pela mídia impressa e eletrônica. Os resultados sugerem que as desculpas públicas têm como alvo não o ofendido, senão a manutenção da própria imagem e que nem sempre as ofensas são da responsabilidade do ofensor ou implicam a expressão de arrependimento. A análise mostra ainda que a alta frequência das desculpas na contemporaneidade está também relacionada à imposição do princípio do discurso politicamente correto. / [en] This study aims at characterizing the public apologetic speech by political agents in the charge of their functions. From a socio-pragmatics perspective will be examined the specific character of a content and function of public apologies, kinds of offenses and context which motivates the apologetic speeches. The corpus came from the public apologies reported by press and electronic media. The results suggest that the public apologies main target is not the offended party but to keep the image of his own not always are the responsibility of the speaker or mean expression of regret. From the analysis is still elicited that the high frequencies of apologetic speeches in the modern world go through a politically correct discourse.

Esta tese tem como objetivo central analisar a violação e recuperação da confiança do cliente na empresa após a recuperação de uma falha malsucedida – situação de duplo desvio. No escopo do objetivo central, é verificado o efeito intensificador da violação da confiança oriundo do duplo desvio; o efeito que a promessa de não recorrência das falhas e o pedido de desculpa, enquanto táticas de recuperação, possuem na confiança; o papel das atribuições de competência e integridade para explicar os efeitos das táticas de recuperação da confiança; e o efeito moderador tanto do tipo de violação da confiança quanto da distância temporal entre a ocorrência do duplo desvio e a inserção da tática, na relação entre a tática de recuperação e a confiança. Para verificar estes efeitos, quatro estudos experimentais foram operacionalizados. Os resultados do primeiro estudo indicam que a violação da confiança é maior após o duplo desvio, comparativamente com o nível de confiança identificado após o desvio simples. No segundo estudo, a possibilidade de recuperação da confiança por meio da promessa de não recorrência das falhas e do pedido de desculpa foi verificada. Os resultados deste segundo estudo indicam que tanto a promessa quanto o pedido de desculpa geram níveis mais elevados de confiança na empresa que a condição de controle (sem tática alguma) e outras duas táticas de recuperação da confiança utilizadas. Além disso, o estudo dois também apresenta que os efeitos das táticas de recuperação na confiança são totalmente mediados pelas atribuições de competência ou atribuições de integridade. No terceiro estudo, os resultados indicam que a efetividade da tática de recuperação depende do tipo de violação da confiança a que o sujeito foi submetido, sendo que a promessa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na competência, enquanto o pedido de desculpa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na integridade. No último estudo experimental, os resultados evidenciam uma interação entre a tática de recuperação da confiança e a distância temporal entre o duplo desvio e a inserção da tática, sendo que o pedido de desculpa gerou maiores níveis de confiança quando a distância foi curta (vs. longa), enquanto a promessa gerou maiores níveis de confiança quando esta distância foi longa (vs. curta). Baseado nisto, esta tese contribui para a literatura de Marketing e recuperação da confiança ao evidenciar que: o duplo desvio intensifica os efeitos negativos na confiança gerados pelo desvio simples; é possível recuperar a confiança após o duplo desvio, por meio da promessa e do pedido de desculpa; as pistas emitidas pela tática e a atribuição do sujeito explicam o funcionamento das táticas de recuperação da confiança; e tanto o tipo de violação da confiança quanto a distância temporal condicionam os efeitos das táticas de recuperação. / This dissertation aims at analyzing the breach and recovery of customer trust in the company after a poor failure recovery - a double deviation situation. Its objective is to investigate the greater effect of trust violation derived from the double deviation situation; the effect that the promise of non-recurrence of failures and apology as trust recovery tactics have on trust; the role of attributions of competence and integrity to explain the effects of trust recovery tactics; and the moderating effect of both trust violation type and temporal distance between the occurrence of double deviation and tactics insertion, in the relationship between recovery tactics and trust. In order to verify these effects, four experimental studies were operationalized. The results from the first study indicate that the breach of trust is higher after the double deviation, compared with the level of trust identified after the simple deviation. In the second study, the possibility of trust restitution by the promise of non-recurrence of failures and apology was verified. The results of this second study indicate that both promise and apology generate higher levels of trust in the company than the control condition (without any tactics) and two other tactics used to restore trust. Furthermore, the second study also shows that the effects of both recovery tactics on trust are fully mediated by attributions of competence or integrity. In the third study, the findings indicate that the effectiveness of recovery tactics depends on the type of trust violation to which the subject was submitted. Whereas the promise generated higher levels of trust when the violation was based on competence, the apology generated higher levels of trust when the violation was based on integrity. In the last experimental study, the results indicate an interaction between the trust recovery tactics and the temporal distance, between the double deviation and the tactics insertion, given that the apology has generated greater levels of trust when the distance was short (vs. long); while the promise generated higher levels of trust when this distance was long (vs. short). Based on that, this dissertation contributes to the marketing and trust recovery literature by showing that: the double deviation intensifies the negative effects on trust generated by the simple deviation, it is possible to rebuild trust after double deviation, through promise and apology; the cues expressed by the recovery tactics and the subject attribution explain the mechanism through which the trust recovery tactics operates; and both the violation of trust type, as well as the temporal distance condition the effects of recovery tactics.

Thesis (MA (African Languages))--Stellenbosch University, 2008. / The study explores how Grade 10 learners use the speech act of apology in an educational environment. Apologies are viewed in this study as a kind of remedial work; action taken to change what may be regarded as an offensive act into an acceptable one. Eight different strategies for complaining and twenty-one for apologising are presented with examples to illustrate each. Data was gathered using questionnaires in order to gain insight in the total number of complaint and apology strategies used. Analysis of the answered questionnaires showed that while there are strategies which are commonly used by both male and female learners, some strategies are used mostly by male learners and some mostly by female learners.

L’Adversus nationes est un texte polémique où l’auteur, Arnobe de Sicca, défend le christianisme en plus d’attaquer le paganisme. Nous y retrouvons les principales accusations lancées contre le christianisme ainsi que les attaques des intellectuels chrétiens contre les païens. Il s’agit de l’un des derniers textes apologétiques rédigé avant la paix de Milan (311). Arnobe y explique l’importance de s’éloigner des erreurs du paganisme et d’adhérer au christianisme dans le but de sauver son âme. Bien qu’il ne s’agisse pas d’une œuvre à caractère historique, Arnobe fournit, pour étayer son argumentation, plusieurs indices sur sa conception de l’histoire romaine. L’Adversus nationes, qui n’est pas traduit intégralement en français à ce jour, n’a pas été très souvent étudié du point de vue de l’interprétation de l’histoire. Une telle étude permet de comprendre la pensée de son auteur sur Rome, son histoire et ses périodes politiques. La première partie de ce mémoire présentera une petite biographie d’Arnobe ainsi qu’un survol du contexte historique dans lequel il vivait. Puis, les principales caractéristiques de l’histoire rhétorique seront exposées au deuxième chapitre. La seconde partie du mémoire traitera de l’analyse de passages de l’Adversus nationes. Le troisième chapitre sera consacré aux grands personnages romains. Le quatrième chapitre traitera de la providence divine dans l’histoire romaine. Finalement, le cinquième chapitre cherchera à retrouver les sources d’Arnobe lorsqu’il traite d’évènements historiques importants. Ce mémoire offre, comme conclusions, une nouvelle hypothèse concernant la datation du livre 1 de l’Adversus nationes et une nouvelle influence concernant certains récits historiques rapportés par Arnobe. / Adversus nationes is a polemical text in which the author, Arnobius of Sicca, defends Christianity in addition to attacking paganism. This text includes the main accusations against Christianity as well as the counter-arguments intellectual Christians presented against pagans. It is one of the last apologetic texts written before the peace of Milano (311). Arnobius explains the importance of moving away from the mistakes of paganism and of adhering to Christianity in order to save one’s soul. Although the nature of this text is not historical, Arnobius provides several hints on his conception of Roman history, to strengthen his argumentation. Adversus nationes, which has not yet been completely translated into French, has not often been studied from the point of view of interpreting history. Such a study allows a better understanding of its author’s thoughts on Rome, its history and its political systems. The first part of this thesis presents a brief biography of Arnobius as well as an overview of the historical context in which he lived. Then, the main rhetorical characteristics of history are exposed in the second chapter. The second part of this thesis provides an analysis of key passages in Adversus nationes. The third chapter focuses on major Roman figures. The fourth chapter addresses divine providence in Roman history. Finally, the fifth chapter looks for Arnobius’s sources behind his treatment of important historical events. In its conclusion, this thesis offers a new hypothesis regarding the date of book 1 of Adversus nationes and uncovers a new influence concerning certain historical accounts reported by Arnobius.

Ce mémoire a pour objectif de préciser le sens du verbe « abêtir » dans les Pensées de Blaise Pascal. Le sort ayant voulu que l’Apologie de la religion chrétienne demeure à jamais inachevée, le philosophe a emporté un secret épineux dans sa tombe : Qu’a-t-il bien pu vouloir signifier en écrivant que le remède à l’incroyance – répéter les gestes et les paroles liés au culte chrétien – abêtit ? Nous montrons à titre préliminaire que s’abêtir signifie devenir-bête, et que ce changement d’état entretient des liens étroits, tant par le contexte de son énonciation que par son champ lexical, avec le « discours de la Machine » et la notion d’« automate ». Notre analyse permet d’inférer que d’un point de vue strictement formel, s’abêtir renvoie à la préparation des habitudes humaines en vue de la foi. Nous montrons dans les chapitres suivants que le vocabulaire de la Machine/automate/bête est susceptible d’éclaircir trois dimensions de cette préparation. En distinguant les perspectives psycho-physiologique, morale et gnoséologique sur le problème de la conversion religieuse, nous montrons que l’abêtissement peut renvoyer simultanément 1) à l’acquisition d’habitudes corporelles et intellectuelles qui conduisent à la foi ; 2) au renforcement de la vertu d’humilité contre l’orgueil hérité du péché originel et qui fait obstacle à la croyance ; 3) et à l’acquisition passive d’une panoplie de connaissances factuelles tirées des Écritures et de l’histoire, nécessaires à une bonne entente des preuves de la vérité du christianisme. Chacune de ces perspectives fait l’objet d’un chapitre. / This Master’s thesis aims to clarify the meaning of “s’abêtir” in Blaise Pascal’s Pensées. As the Apologie de la religion chrétienne was left unfinished, the French philosopher took his secret to the grave: What did he mean by the idea that the cure for unbelief – repeating actions and words related to Christian worship – results in “s’abêtir” ? I argue that “s’abêtir” means becoming-beast, and that the context in which the notion is uttered as well as the lexical field it covers relate to the “discours de la Machine” and the notion of “automate”. My analysis allows me to say that, formally, “s'abêtir” refers to the preparation of human habits to faith. In the following chapters, I show that the vocabulary of Machine/automate/bête is likely to clarify three dimensions for such a preparation. Depending on the position we adopt with respect to the problem of belief, that is, from a psycho-physiological, moral or epistemological perspective, “s’abêtir” can simultaneously mean 1) acquiring corporeal and intellectual habits that lead to faith ; 2) strengthening the virtue of humility against pride, inherited from original sin ; 3) passively acquiring a range of factual knowledge from Scripture and history necessary to understand the evidence of the truth of Christianity. Each one of these perspectives is the topic of one of the successive chapters of this thesis.

The thesis explores the form, function and sociolinguistic distribution of explicit apologies in the spoken part of the British National Corpus. The sub-corpus used for the study comprises a spoken text mass of about five million words and represents dialogue produced by more than 1700 speakers, acting in a number of different conversational settings. More than 3000 examples of apologising are included in the analysis. Primarily, the form and function of the apologies are examined in relation to the type of offence leading up to the speech act. Aspects such as the sincerity of the apologies and the use of additional remedial strategies other than explicit apologising are also considered. Variations in the distributions of the different types of apologies found are subsequently investigated for the two independent variables speaker social identity (gender, social class and age) and conversational setting (genre, formality and group size). The effect of the speaker-addressee relationship on the apology rate and the types of apologies produced is also examined. In this study, the prototypical apology, a speech act used to remedy a real or perceived offence, is only one of a number of uses of the apology form in the corpus. Other common functions of the form include discourse-managing devices such as request cues for repetition and markers of hesitation, as well as disarming devices uttered before expressing disagreement and controversial opinions. Among the speaker social variables investigated, age and social class are particularly important in affecting apologetic behaviour. Young and middle-class speakers favour the use of the apology form. No substantial gender differences in apologising are apparent in the corpus. I have also been able to show that large conversational groups result in frequent use of the form. Finally, analysis of the effects of the speaker-addressee relationship on the use of the speech act shows that, contrary to expectations based on Brown & Levinson’s theory of politeness, it is the powerful who tend to apologise to the powerless rather than vice versa. The study implies that formulaic politeness is an important linguistic marker of social class and that its use often involves control of the addressee.

The case of supposed (alleged) Ferdinand Peroutka's article Hitler is gentleman which caused on 27th January 2015 at the conference Let My People Live! in Prague president Milos Zeman filled up the Czech news media. The aim of this thesis is to explore and analyse how these case was displayed in the media and how have the media approached to this case. This work is trying to assess the extent of media content in these media, the presence and importance of the communication and is also focused on the deeper meaning of the investigated material. The goal was to bring a sight and aspects of the possible inclination of the media, as an institution, to either side of the dispute. Traditional media like television, radio and press, were the main research sample. In addition to Czech Television it was extended for a second public service medium Czech Radio. As an additional source of traditional media the newspaper Lidove noviny and the magazines Respekt and Reflex were chosen. The main actor of the case is the president of the state and his spokesman who tried to find a allegedly non-existent article. This work will therefore focus on the parsing and the analysis of aspects related to their appearance and action. Ferdinand Peroutka was accused of fascination with Nazism, media did "support" this affair...

Dans une communication exolingue, les échecs pragmatiques ne sont pas aussi aisément reconnaissables que les erreurs grammaticales ou phonétiques et de ce fait, ils risquent de mener à des malentendus sans qu’il y ait de tentative de réparation. Comment identifier et expliquer ces difficultés pragmatiques aux apprenants ? Quels sont les moyens possibles pour la transmission du savoir pragmatique ? Cette étude vise à répondre à ces questions en coordonnant, d’une part, les problèmes rencontrés dans les interactions réelles entre Français et Japonais et, d’autre part, ceux qui apparaissent dans les situations d’enseignement du français langue étrangère au Japon. Autour de deux actes de parole (l’excuse et de la réfutation), les différences entre Français et Japonais sont examinées à l’appui de corpus variés : témoignages écrits (livres et blogs) des personnes ayant connu les deux cultures, ouvrages de savoir-vivre ou encore, extraits de films. L’étude se tourne ensuite vers les trois composantes de l’enseignement : le manuel, l’enseignant et l’apprenant. Après une analyse des manuels de français langue étrangère édités au Japon, le travail a été enrichi par des entretiens avec des enseignantes, ainsi que par des questionnaires menés auprès d’apprenants japonais. Cette étude a permis de mettre à jour les possibilités et les difficultés de l’enseignement de la pragmatique, telles que le maniement des stéréotypes, les différences entre enseignant natif et non-natif ou encore la capacité d’observation chez les apprenants même débutants. / In communication between native and non-native speakers, pragmatic failures are not as easily recognizable as grammatical or phonetic errors, and therefore, they risk to lead to misunderstandings; generally speakers have no chance to repair ommunication problems. How do foreign language teachers identify and explain these pragmatic difficulties to the learners ? What are the possible means to teach pragmatics ? This study aims at answering these questions by associating the problems in the real interactions between French and Japanese speakers and those in the situations of teaching French as a foreign language in Japan. Concerning two speech acts (apology and refutation), the differences between French and Japanese are examined using various corpuses: books and blogs written by those who experienced both cultures, French and Japanese literature on manners and etiquette, and some sequences from movies. The study then deals with the three components of education : the textbook, the teacher and the learner. After an analysis of French textbooks published in Japan, interviews were conducted with teachers of French, and questionnaires were administered to Japanese learners. This study made clear the possibilities and the difficulties of teaching pragmatics, such as the way of incorporating stereotypes, the differences between native and non-native teachers, and the learners’ ability to be aware of pragmatic features even at beginner level.