英国课程作业:商务信函中礼貌原则的方法技巧

摘要：今天，礼仪规则和礼貌习惯在商务交易中原来越重要，商业信函在国际贸易中也变得越来越不可缺少。商业信函语言的特点要求有其独特的形式。并且商业信函的写作形式和写作方法变得越来越重要。这篇文章基于先前的礼貌原则的研究,分析了商务信函礼貌原则的特点和在商务信函中的作用。在商务信函写作中，礼貌原则被给予特殊的关注。

关键词:商业信函;礼貌原则;特点;作用

1.前言

随着全球经济的不断发展,商务信函在现代国际贸易中发挥着越来越重要的作用。商业信函有其独特的特点和语言要求。商业信函的写作形式和写作方法是非常重要的。礼貌原则是商务信函写作中最重要的方法之一。杰弗里·里奇指出,礼貌原则有六个格言:机智,慷慨,升值,谦逊、协议和同情。

这些格言是语用学讨论中的方法原则,在商务信函的写作中也有极强的指示功能。礼貌的商务信函可以促进贸易协议的顺利进行，通过评估他人的观点和利益,让别人感到对他们的体谅和关系。这篇
文章分析了商务信函中礼貌原则的使用方法，具体分析了商务信函中应该用到的谦虚,协议和欣赏的原则，来帮助人们更加注重商业信函的写作技巧。

1. Introduction

With the development of the global economy, business letter has played an important role in modern international trade. Business letter has its own unique characteristics and requirements in the language. The writing forms and methods of writing the business letter are very important. And politeness principle is one of the most important methods of business letter writing. Geoffrey Leech points out that politeness principle has six maxims: tact, generosity, appreciation, modesty, agreement and sympathy.

These maxims are methods of principles which discussed in pragmatics and also have directive function in business letter writing. A polite business letter can promote the trade of a deal by valuing other’s point of view and their interest, and make others feel considerately. This passage analyzes the usage of politeness principle and specifically analyzed modesty, agreement and appreciation maxim to help people pay more attention to business letter’s writing skill.

This passage is composed of three chapters. The first chapter has cited Geoffrey Leech’s view-point to explain the concept of “politeness principle” and summarize the previous studies of politeness principle in business letter. The second chapter is a specific analysis of the usage of politeness principle. This part firstly introduces linguistic feature of politeness used in business letter, including the usage of personal pronoun, modal verb and tense.

Then further analysis the assortment of politeness principle applied in business letter, involving clarity principle, correctness principle and completeness principle. Besides, the tactics of politeness principle are also discussed in this part, including modesty tactics, agreement tactics as well as tactics. And in the last chapter, both the positive effect and negative effect of this principle in business letter is analyzed.

2. Literature review

2.1 The concept of “politeness principle”

Politeness principle is an explanation for realistic communication. In 1967, in order to make sure the conversation in social life goes well, American linguistic philosopher Herbert Paul Grice had put forward the cooperative principle, which made a major breakthrough in pragmatics. But sometimes when people are talking, their speech usually deviates from the cooperative principle. Then Geoff Rey Leech put forward the politeness principle to replenish and complete the cooperative principle. In Leech’s opinion, when people are talking they should maximize the expression of polite beliefs and minimize the expression of impolite beliefs.

This principle is very 8 (1)A very careless mistake was made during the course of shipment. (2)What if the inspection cannot be completed within the time limit? In these examples, sentence B is more polite than A. It can help the final solution of this problem. e.g.2: (1) You damaged the case. (2) The case was found to be damaged Sentence two used the passive voice, and avoids blaming the parties. And reduce the embarrassment of the subject. Lastly, we should be good at using the past tense and progressive tense.

Some words’ past tense has a test function, it can express request, suggestion and advice indirectly and show more politeness than present tense 3.2 The assortment of politeness principle Generally speaking, business letter writing should insist on keep the following principles: consideration, completeness, clarity, conciseness concreteness, correctness and the most important one: courtesy. Politeness principle is not the only means to be polite, but also should consider the whole things on the side of “you-attitude”.

3. The analysis of the usage of politeness principle

3.1 Application of clarity principle in business letter

Clarity principle is that all the sentences in the letter should be clear and show the authentic intention definitely. Avoid double meaning of representation. To show other person the mean idea straightforward with the simplest words. e.g.: (1)As to the steamers sailing from HongKong to Japan, we have bimonthly direct services. In this sentence “bimonthly” has double meanings, make this order ambiguously.Whether the ship sail twice a month or once for two months is a question.This may delay the shipment. So, we must pay special attention to clearity principle in business letter writing.

3.2 Application of correctness principle in business letter

Correctness principle means when we wrote, we should use the language and punctuation mark correctly. Because business letter is involved in the interest, duty and stake of both the sale and buyer, mistake is not allowed in writing. It is not understatement or overstatement. Correctness include: correct narration, correct language, correct words, correct understanding and usage of trade terms and correct 9 use of another six Cs. e.g.: (1)This stove is absolutely the best on the market The purpose of this sentence is to introduce the stove, but it shows nothing about the stove’s function. Instead of a comprehensive introduction, it makes a conclusion straightly. This will not achieve the purposes, on the contrary will make customers feel like cheating. So to be correct is important in trade. It is a link between another six Cs.

3.3 Application of completeness principle in business letter

Business letter should deliver the message completely, including the person, the time, the place, the reason and the method. (1) “Cellulose Tape 1/2”* 3yds, with plastic dispenser 700doz/ditto-but 1/2”* 5yds, 1,000 doz.” This is an order about the name of commodity, quantity and the type of goods which received by export merchant. But this order is not completely. The word “ditto” here means the cellulose tape mentioned in the beginning but “with plastic dispenser” can not be concluded in it. So whether the plastic dispenser is need or not is unclear. That will be easily misunderstood and waste both the sales and buyer’s time.

3.4.The tactics of politeness principle In Leech’s opinion

Politeness principle has six maxims:

1. Tact maxim: Minimize the expression which harmful to other’s beneath.

2.Generosity maxim: increase the expression which harmful to yourself.

3. Approbation maxim: Always praise others.

4.Modesty maxim: Do not always speak highly of yourself

5. Agreement maxim: Try the best to make an agreement when you two have different opinions

6. Sympathy maxim: Try your best to lessen the disgust. Among these six maxims, agreement, sympathy and appreciation are very important in writing. And the following sections will analyze these three maxims by giving examples.

3.4.1 The usage of agreement maxim in business letter

Agreement tactics is used in formulation. When sales and buyers have different opinions, agreement tactics can reduce the divergence and ensure successful the negotiation. (1)We do not deny that the quality of Chinese kernels is slightly better, but the 10 difference in price should, in no case, be as big as10 percent. In this example, the writer recognized that the quality of the goods is better than others before pointing out that the price is unreasonable. This eliminates the barrier of negotiate (2) :( a)Unfortunately this is our rock bottom price; we can not make any further reduction. (b) I am really sorry t hat our products panhandle satisfy your requirement. (c) We are looking forward to t he pleasure of hearing from you as soon as. (d) Your immediate at tension would be appreciated. Compare these four sentences and you will find out that positive presentation and cooperative presentation can make the whole sentence more polite and faithful.#p#分页标题#e#

3.4.2 The usage of sympathy maxim in business letter

This maxim is used for declaration. During the process of foreign trade this maxim is always used for expressing one’s sympathy and solicitude or the wish to give a hand to others. (1)We are most anxious to compensate you for the shortage in weight mentioned in your letter of June 4, by offering you an allowance of 10 percent. In order to show their sympathy, the writer used “be anxious to” to emphasize their wish of compensate the loss.

3.4.3 The usage of appreciation maxim and modesty maxim in business letter

The appreciation maxim and the modesty maxim are corresponding to each other. They are both used for declaration. The only difference between them is the difference of the considering object. These two maxims are used in the preparatory stage of trade. They always use “you-attitude” instead of “my-attitude” to exaggerate the grateful feeling.

(1)It goes without saying that we are very much appreciating the support you have extended us in the past. The usage of “it goes without saying” is an exaggeration of the grateful to the recipient.

(2)We are regretful that we just cannot see our way to entertain your counteroffer, as the price we quote is quite realistic. In this sentence, “just” and “see our way to” increased the expression which harmful to yourself. Both of these two examples are modest. And all of these showed the writer’s respect to the reader. 11 4. The role of politeness principle in business letter

4.The role of politeness principle in business letter

4.1 The positive effect of principle in business letter

As a basic principle of business letter writing, politeness principle plays an important role. It can help build a friendly, equality atmosphere in trade and make others willing to consociate with us. A polite letter can help a company build a nice image and bring a lot of business opportunities. On the contrary, an impolite letter will make a negative effect to a company and may break the business. Positive presentation in business letter can not only lead a happy ending but also cause a negative ending. It will make the reader feel disappointed in the way which the writer always emphasizes on the negative aspect. In that way, when we are writing, we should avoid writing negative information. e.g.: (1)Your order will be delayed for two weeks. →Your order will be shipped in two weeks. (2)We close at 5 p.m. →we are open till 5 p.m. By comparing these two examples we can easily find out that a positive sentence can bring confidence and hope in the reader and make the sentence more polite.

4.2 The negative effect of principle in business letter

The basic requirement of positive presentation is to protect the rights of others in their personal information. Try to be polite, respectful and avoid extruding yourself and writing with negative attitudes. Reduce the stress of others.

5. Conclusion

Business letter plays an important role in a transaction. It is not only a mean to develop a friendship but also a way to attract the client. Today, in business, it is mostly through business letters that exporters and importers bridge the differences and reach a fair and mutually satisfactory deal. In order to write a good English letter, politeness principle is specially needed in writing. Maximize the politeness principle can strengthen friendly relations and promote business dealings.

And undeserved language or back-talk will bring harm to each other and causing mutual misunderstanding and communication failure. That will lead to lose business opportunities. In this paper, we have mentioned the linguistic feature, the assortment and the maxims of politeness principle during writing business letter. And according to all the above mentioned, we should pay special attention to the 12 usage of “you-attitude”. Besides, we should write considerately, completely, clearly, concisely, concretely, correctly and politely. We should understand the other party's feeling as much as we can and always using some words to express thanks to others.

Also we should avoid using discriminatory language to make a good impression to others. In a word, how to be more polite and be easily accepted by others in business letter writing is a question which should not be neglected. Finally, I hope the above mentioned implications that can make more people a better understanding of the importance of politeness principle in business English letters.

Bibliography

1. Chapter3,http://wenku.baidu.com/view/0d20e0aad1f34693daef3ecb.html

2. Politeness and Business English Letters, http://wgyxy.hutc.zj.cn/wlkc/jmyy/ReadNews.asp?NewsID=501

3. 高振凤，2010，宝鸡职业技术学院外语系陕西宝，721006，礼貌原则在商务英 语信函写作中的运用[A]。

4. 蒲宏亮，2009，威海职业学院应用外语系，山东威海，264210，浅析商务英语信函写作中礼貌原则的运用技巧[A]。

5. 沈文轩，晓庄师范学院外国语学院江苏南京211170;吴雪花，江苏海事职业技术学院外语系江苏南京211170，2009，礼貌原则在外贸英语函电中的应用[A]。

6. 谭玲萍,，2008，广东外语外贸大学 国际商务英语学院，广东 广州 51042礼貌策略在商务信函中的运用[A]。

7. 唐宁，美国3M公司，广东深圳518008;李洋，西南石油大学经济管理学院，，2008，四川成都610500，礼貌用语在国际商务信函中的应用技巧刍议[A]。

8. 王川一，2008，南昌航空大学，江西南，330063，试论礼貌原则在商务英语函电中的应用[A]。

9. 王萍，郑州旅游职业学院，礼貌原则及其在商务英语写作中的运用[A]。

10. 奚军秀，陕西省西安外事学院外国语学院，710077，礼貌原则在商务信函中的体现[A]。