This study focuses on the everyday use of spatial frames of reference
(FoR) and seeks to elucidate the underlying principles for guiding viewers
from a signboard to a destination. Using Levinson's tripartite
typology of FoR – absolute, relative, and intrinsic – and a
VARBRUL analysis, it is shown that each FoR is differentially preferred
depending on distinct geographic features of the route and the
environment. Specifically, as geographic scale and route complexity
increase, there emerges a general tendency away from intrinsic
descriptions, through relative descriptions, to absolute descriptions,
despite the general low usage of the absolute FoR in modern Japanese. It
is argued that the asymmetries in the shift and maintenance of FoRs could
be largely, if not wholly, accounted for by using such strategies as
“single-perspective” and “absolute-reliance” and
properties of “untranslatability.”I wish to thank Shoji Takano, Akiko Kato, and Hiroki Yoshioka
for their invaluable comments on the earlier versions of the paper and
their technical support on the VARBRUL analyses. My gratitude extends to
Jane Hill and the two anonymous reviewers for giving me supportive
comments and new insights, and to Hisashi Miura for his extensive
assistance in the data collection and coding process. I also greatly
benefited from interviews with senior employees at Sankoo Advertising Co.,
Cutting Kei, and Toyota Kookoku, and from various comments and inquiries
from participants in the 11th Meeting of the Japanese Association of
Sociolinguistic Sciences, the 37th SIG-SLUD Meeting of the Japanese
Society of Artificial Intelligence, and the 28th Open Symposium:
“Language” at Aichi University. The research for this article
was supported by a Grant-in-Aid for Scientific Research (C) (No.
12610566), 2000–2003 (Japanese Ministry of Education, Science,
Sports, and Culture). All misconceptions and errors are of course my
own.