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1. An expression of an apology.
2. Acknowledgement of responsibility.
3. An explanation or account.
4. An offer of repair.
5. A promise of non-recurrence.
An expression of an
apology
A speaker uses a formula of an apology which
consists of several sub-formulas such as:
a. An expression of regret, e.g., “I’m sorry.
b. An offer of apology, e.g., “I apologize.”
c. A request for forgiveness, e.g., “Excuse me.”
Intensifier---- “really”, “very”
"I'm really very sorry.“
Interjection---- “Oh!”, “Oops”
Acknowledge of responsibility
The offender recognizes his/her fault in causing the offence.
On August 17, 1998, President Bill Clinton stood in the White House
pressroom and apologized to the American people for having an affair
with a White House intern, Monica Lewinsky. When the affair first
became public, Bill Clinton denied having a sexual relationship with Ms.
Lewinsky even though she offered circumstantial evidence to a Senate
investigating committee.
This apology most likely saved his presidency. His apology was
emotional and appeared sincere. He was able to connect with Americans,
while at the same time admitting he was wrong and asking for
forgiveness.
Case study 2
One example of a typical corporate non-apology apology
involves Delta Airlines. During the 2014 World Cup competition in
Brazil, Delta Airlines posted a message on Twitter congratulating the
United States soccer team for their defeat over Ghana. In their
message, they posted a picture of the Statue of Liberty with number 2
super-imposed over it and another picture of a giraffe with number 1
super-imposed over it. These graphics symbolized both the country
and the score of the game. The problem with this is that giraffes are
not to be found in Ghana (Mendoza, 2014).
Critics found the Twitter post to be “ignorant and offensive,”
and some even considered the post racist. Delta Airlines felt they had
to apologize the next day on their website saying the “tweet was both
inaccurate and inappropriate” and that the company was “reviewing its
procedures to ensure that future images and posts reflect both our
values and our global focus”.
Bibliography
Bill Clinton apologizing for his affair with Monica Lewinsky. (2008, August 2).
Retrieved October 11, 2014, from You
Tube: https://www.youtube.com/watch?v=kPxwKS12TXE
Delta Air Lines Apologizes for Giraffe Gaffe. (18, June 2014). Retrieved October
12, 2014, from NBC News: http://www.nbcnews.com/news/us-news/delta-
air-lines-apologizes-giraffe-gaffe-n134106
https://en.oxforddictionaries.com/definition/apology