Politeness In English For Business CorrespondenceWord文档下载推荐.docx
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totheSchoolofForeignStudies
HefeiUniversityofTechnology
June2008
Acknowledgements
Firstly,IsincerelyexpressmygratitudetomyB.A.thesissupervisor—ProfessorRenJingsheng.Duringmypreparationformythesis,hehasgivenmemanyprecioussuggestions.
Secondly,Ialsowanttothankalltheotherteacherswhohaveevertaughtmeandadvisedmeduringmyfour-yearcollegestudy.Undertheirconsiderateinstructions,IhavegainedbetterknowledgeofEnglish,whichishelpfultomythesiswriting.
Lastbutnottheleast,thankstoallmyfriendsandclassmatesfortheirencouragementandadvice.
PolitenessinEnglishforBusinessCorrespondence
Abstract:
Asanimportantmeansofcommunicationinbusinessactivities,Englishforbusinesscorrespondenceplaysacrucialroleininternationalbusinesscommunication.Acourteousandappreciativelettercanhelptobuildafavorablebusinessimageforthecompanyandleadtoasuccessfulbusiness.However,aletterwithoutcourtesycannotonlyleadtothefailureofthebusinessbutdestroytheimagewhichthecompanieshavebuiltup.Therefore,showingpolitenessinbusinessletterisveryimportant.Thispaper,inthelightofG.Leech’sPolitenessPrinciple,brieflydiscussesthepragmaticprinciplesofpolitenessforbusinesscorrespondencethroughmanysamples.
KeyWords:
Politeness;
EnglishforBusinessCorrespondence;
PragmaticPrinciples
外贸函电中的礼貌研究
摘要:
作为商务活动中一个重要的信息媒介,外贸函电起着重要的作用。
一封礼貌的信函能为公司建立良好的形象。
相反,不仅会导致交易的失败而且还会损坏公司已经建立的形象。
因此,在外贸信函中表现适当的礼貌是必要的。
论文以利奇的礼貌原则为指导,主要通过分析例子来讨论外贸函电中的礼貌原则的应用。
关键词:
礼貌,外贸函电,语用原则
Contents
Acknowledgementsi
Abstract(English)ii
Abstract(Chinese)iii
Contentsiv
ChapterOneIntroduction1
ChapterTwoTheImportanceofPolitenessinEnglishforBusinessCorrespondence2
ChapterThreePrinciplesofPolitenessAdoptedinEnglishforBusinessCorrespondence4
3.1IntroductiontoPolitenessPrinciple4
3.2TactMaxim4
3.3ModestyMaxim6
3.4AgreementMaxim7
3.5SympathyMaxim8
ChapterFourSeveralAspectsonHowtoAdoptPolitenessPrinciplesProperly10
4.1KeepingEqualStatus10
4.2ConsideringDifferentCulturalBackground11
ChapterFiveConclusion12
Bibliography13
ChapterOneIntroduction
AfterChina’sentryintoWTO,internationaltradebetweenChinaandothercountriessoars.Englishforbusinesscorrespondence,asanimportantmeansofcommunicationinbusinessactivities,drawsmoreandmoreattentiongradually.Thus,howtowriteaneffectiveletterbecomesaheatedtopic.
Businessletterhasbeenenjoyinggreatpopularityamongscholarsfromthefieldsoflinguistics.Manyresearchersconductresearchesintobusinessletterwritingfromtheaspectsofwording,stylisticfeatures,sentencestructure,andsoon.Scholarslearnhowtowritebusinesslettereffectivelyunderatheoreticalguidance.Theyalsoputforward‘threec’principles—clearness,conciseness,courtesy,whichweshouldabidebywhenwritingbusinessletter.Asamatteroffact,however,itseemsthatwetendtopaymoreattentiontothefirsttwoprinciplesthanthelastone.Still,courtesyisoverlookedbyanumberofwriterstosomeextent.
Inbusinesscommunication,aletteronlywithflowerywordingisnotample.Itistheletterthatrealizesthegoalsthewriterswanttoachieveisaneffectivebusinessletter.Ifamessageistoarriveatitsgoal,itstonemustbecourteousandsincere.Thus,courtesyshoulddrawmoreattention.
Inthispaper,politenessinEnglishforbusinesscorrespondenceintegratedwithpolitenessprinciplesisdiscussedanditisindicatedthatpolitenessissubjecttosuchfactorsassocialdifferencesandculturaldifferences.Alsohowtoadoptpolitenessprinciplesproperlyisanalysedinordertoimproveourwritingskillsfortheresultofeffectivebusinesscommunication.
Thepaperisarrangedinfiveparts.ChapterOnebeginswithanintroduction.ChapterTwoillustratestheimportanceofpolitenessinEnglishforbusinesscorrespondence.ChapterThreemainlyanalysesseveralprinciplesofpolitenessadoptedinEnglishforbusinesscorrespondence.InChapterFour,severalaspectsareputforward,onhowtoadoptpolitenessprinciplesproperly.ChapterFiveisconclusion.
ChapterTwoTheImportanceofPolitenessinEnglishforBusinessCorrespondence
Whatispoliteness?
Asitisknowntous,noteveryonehasthesameviewaboutpoliteness.Bypoliteness,wemightsayitisshowingrespectandfriendlyconsiderationtootherpeople,acknowledgingthem,andnotimposingunnecessarilyonothers.AccordingtoHeZhaoxiong,“politenesscanbeunderstoodasasocialphenomenon,andanormimposedbyconventions”.(WangLi110)
Viewedfromdifferentcultures,politenesscanbeexplaineddifferently.Theactualmanifestationsofpoliteness,thewaystoexpresspolitenessaredifferentindifferentcultures.Suchdifferencesshouldbetracedtotheoriginofthenotionofpoliteness.InmodernChinese,politenessisbelievedtohavebeeninvolvedinhistoryfromthenotionof“li”,whichreferstoself-denigratingandother-respecting.Onthecontrary,undertheinfluenceofphilosophyandChristianity,politenessisusedtostresstheequalstatusofthespeakersintheWest.“AftertheanalysisofthedifferencesbetweenChineseandEnglishcultures,L.R.MaoconcludesthatpolitenessreferstoidealsocialidentityintheChinesecultureanditreferstoidealindividualautonomyintheEnglishculture.”(Net.1.)
Formanyresearchers,politenessisafeatureoflanguageinuse,ameanstoachievegoodinterpersonalrelationship.WhenappliedinEnglishforbusinesscorrespondence,politenesscanexpresstheattitudeofthewriteraswellasharmonizingrelationshipmorethanabove-mentionedfunction.Acourteousbusinesslettermeansfriendlyattitude,fairtransaction,cooperativewill,theresultofwhichisabetterclimateforsolvingbusinessproblemandfordoingbusiness.
Correspondenceinbusinessmeansmorethanexchanginginformationalone.Youalsoneedtocommunicatecertaineffect.Oneofsucheffectsyouneedtocommunicateisgoodwilleffect.Buildinggoodwillthroughlettersisgoodpracticeinthatitstrengthensthereader’sfavorablefeelingforthewriter,thusleadingtopotentialbusinessprofits.Gettingsucheffectislargelyamatterofskillfulwriting.Itinvolveskeepingcertainattitudeinmindandusingcertainwritingtechniques.Furthermore,afriendlyandpleasanttoneincommunicationcanhelptobuildagoodwill.
Moreover,businessletterisalsoagoodwillenvoyofanenterprise.Acourteousandappreciativebusinesslettercanhelptobuildafavorablebusinessimageforthecompanyandleadtoasuccessfulbusiness.However,abusinessletterwithoutpolitenesscannotonlycausethefailureofthebusinessbutalsodestroytheimagewhichthecompanieshavebuiltup.Thus,politenessinEnglishforbusinesscorrespondenceisveryimportant.
ChapterThreePrinciplesofPolitenessAdoptedinEnglishforBusinessCorrespondence
3.1IntroductiontoPolitenessPrinciple
Ontheprinciplesofpolitenessincross-culturalcommunication,manypredecessorsconductedalotofstudies.In1967,PaulGrice,anAmericanphilosopherandlogician,madeanattempttoexplainthecourseofnaturalconversation,thenputforward“CooperativePrinciple”.Thispactofcooperationtouchesonfourareasofcommunication,eachofwhichcanbedescribedasamaxim.Thatis,“themaximofquality,themaximofquantity,themaximofrelation,themaximofmanner”.(DaiWeidong92)In1980s,onthebasisofCooperativePrincipleandabsorptionofConversationalImplicative,G.Leech,anEnglishlinguist,proposedthefamousPolitenessPrincipletosupplementGrice’stheoryfromtheangleofstylisticsandrhetoric,thecoreofwhichis:
stressingwhatisgoodtotheaddresseeanddiminishingwhatisunwelcometoobtainfavorableimpressionoftheotherside,urgethecommunicationmoreeasily,makeselfgainmorebenefitfromit.
Althoughitalsosuffersfrommethodologicalinadequacies,Leech’sproposalismoreelaboratethanCooperativePrinciple.Itisdividedintosixdifferentmaxims:
“Tactmaxim,Generositymaxim,Approbationmaxim,Modestymaxim,Agreementmaxim,Sympathymaxim”.(Jaszczolt314)
Theusualobjectusedtostudypolitenessphenomenonisverbalcommunication,butthetheoryandresultsarealsoapplicableinwritingform.Inbusinessletterwriting,thedisplayofpolitenessprinciplesisobvious.InthefollowingparagraphspolitenessstrategiesadoptedinEnglishforbusinesscorrespondencewillbediscussedandanalysedincombinationwithLeech’smaxims.
3.2TactMaxim
Tactmaximconsistsoftwosub-maxims—“minimizingcosttoothersandmaximizingbenefittoothers”.(Jaszczolt315)Businessletterisbeyondacarrierofbusinessinformation.Intheproceduresoftrade,suchasquotation,enquiry,offer,thepurposeofthelettervaries.Propercommunicatingstrategiesareneededtoreachtheirgoalsindifferentstages.Quotationisoneofthemostimportantlinksininternationaltrade.Whetherthewordingistactdeterminesthepossibilityoffurtherbusiness.Lookattheletterbelowwhichadoptsthismaximskillfully.
DearSirs
Weareverypleasedtoreceiveyourenquiryof15thJanuaryandencloseourillustratedcatalogueandpricelistgivingthedetailsyouaskfor.Alsobyseparatepostwearesendingyousomesamplesandfeelconfidentthatwhenyo
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