Mexicans are famous in the Spanish-speaking world for their extensive use of the diminutive. While in most Spanish-speaking countries the addition of the diminutive ‘ita’ to an adverb like ahora (meaning ‘now’) would strengthen it to indicate immediacy (i.e. ‘right now’), this is not the case in Mexico. Dr Company explained that Mexicans instead use the diminutive form to break down the space between the speaker and the listener and lessen formality. In this case of ‘ahorita’, the addition of the diminutive reduces urgency rather than increasing it – a difference that can be extremely confusing for foreigners.
Subtle adjustments to the pronunciation of the word also affect the way ‘ahorita’ is interpreted. “The stretch in the ‘i’ sound in the word ‘ahorita’ is a demonstration of the stretching of time,” Dr Company informed me, implying that the longer the sound, the longer one can expect to wait. Equally, “if you want to imply that you really mean right now, you would say ‘ahorititita’,” she explained, noting the short, sharp sounds represent the idea that something needs to happen at once.