论文总字数：30654字

摘 要

随着经济一体化，世界范围内的贸易交流越发频繁。人们在开展贸易时，不可能与商业伙伴一一面谈，因此商务信函就成了经济交中的有效和必要工具。利用商务信函，人们既可以单纯的表示友谊，也可以交流信息，建立合作，处理贸易问题等。礼貌的商务信件可以为公司树立良好的形象，促进贸易合作；反之，缺少礼貌和创意的信函则会造成误会，甚至导致贸易的失败。因此，商务信函中的礼貌不可忽视，礼貌的表现与否直接影响到双方贸易的成败。

本文简要介绍了礼貌原则的定义和英语商务信函在当今社会的重要性。同时，论文还从写作的整体风格，言辞，语气，信息的表达以及模糊语的使用等几个方面探讨了如何运用一定的语用策略，在商务信函中恰当的表现礼貌，呈现礼仪和诚信。

关键字：商务信函; 礼貌; 礼貌原则; 语用策略

Contents

1. Introduction 1

2. Literature Review 1

3. English Business Correspondence and Politeness Principle 3

3.1 Definition of English Business Correspondence 3

3.2 Definition of Politeness Principle 3

3.3 Significance of Politeness in English Business Correspondence 4

4. Pragmatic Strategies for Appropriate Politeness 4

4.1 Manner 4

4.2 Diction 6

4.3 Tones 8

4.4 Methods of Transmitting Messages 11

4.5 Fuzzy Language 11

5. Conclusion 12

Works Cited 14

1. Introduction

At present, under the international environment of economic integration, worldwide economic cooperation is increasingly strengthened. It can be said that no one country in the world can be closed. They are more and more dependent on others in economy. Through foreign trade, a country can promote economic cooperation with other countries, improve the international environment and create a good environment for their economic development. In the process, trade exchange and cooperation are indispensable and business correspondence becomes a bridge between exporters and importers to reach a fair and mutually satisfactory deal. So business correspondence actually plays an important role in transaction.

Then how to write a successful English business letter? It is widely acknowledged that business activities are not simple business contacts any more, but interpersonal communication. Frankly speaking, politeness becomes a key factor to make communication successful. Using polite expressions can show respect to the both parties and make them feel friendly and sincerely treated in the trade process. It is important for a business letter to be polite in all aspects. Through the study of strategies to show politeness in business letter, traders can get some useful suggestions when they are writing business letters. It can help them choose exact words and sentences, being neither humble nor pushy in statements, being graceful and polite in tones, and making them comfortable in business activities. At the same time, fuzzy language is studied here to help writers to express ideas such as bad news, desires to extend the trade deadline and so on. Only when the writers pay enough attention to all small details can they negotiate equally based on the spirit of mutual respect and realize a real international communication.

2. Literature Review

In the linguistic circle, linguists have been studying the Politeness Principle since a long time ago. Lakov proposed that the rule of the language used was “to be clear and polite “. Although this conclusion was to some extent not very comprehensive, it had had some effect on the following politeness principles. Moreover, Brown and Levinson also presented the idea that “face problem” actually existed in our communication. It means that protecting the face of both parties is one of the essential communication rules. They believed that the so-called face includes “the positive face and “the negative face”. The positive is that in the course of the communication, the communicator’s self image and personality will be recognized, while the negative is that the communicator’s rights and interests will not be harmed, at the same time, their freedom will not be disturbed. As a result, politeness can be divided into positive and negative politeness. And the former refers to enhancing the politeness degree while the latter refers to reducing impoliteness degree in the words to transfer the impolite words into polite ones. Among all the politeness theories, the one proposed by British scholar Leech has the greatest effect. Leech had made a systematic study on the politeness in pragmatics. And in his work “Pragmatic Principles”, he purposed the concept “Politeness Principle”. And he thought that in order to avoid conflicts in the communication, speakers always tend to maximize the degree of the politeness and minimize the degree of impoliteness of their words. This Politeness Principle is composed of six sub-criterions which are tact maxim, generosity maxim, approbation maxim, modesty maxim, agreement maxim and sympathy maxim. To some extent, Leech’s Politeness Principle perfects Grice’s “Conversational implicature” theory. Especially it solved the so-called “equivocating” phenomenon in language used. Although the original intention of the Politeness Principle designed by Leech is to establish a common criterion which can explain all the politeness phenomena in all languages, it is mainly based on the context in English languages. However, for other languages (such as Chinese) and politeness in cross- cultural communications, it is incapable to make it.

Depending on the unique Chinese-style politeness phenomena, Chinese scholars have also conducted deep researches on the Politeness Principle. And among all the Chinese theories, the “Five Standards” proposed by Gu Yueguo had a most far-reaching influence. “Five standards” reflected the characteristics of the Chinese politeness faithfully. What’s more, it could explain the politeness phenomena in Chinese and it was widely recognized by academia. Based on the Leech’s Politeness Principle and Grice’s Cooperative Principle, other Chinese Linguists concluded the seven “C” principles which are courtesy, conciseness, completeness, clarity, correctness, concreteness and consideration.

In a word, politeness is a commonly concerned issue by all the nationalities. However, there are also certain differences between them, which reflect that different cultures have different interpretation of the politeness.

3. English Business Correspondence and Politeness Principle

3.1 Definition of English Business Correspondence

English Business correspondence, literally, refers to the medium of communication used by company, government agency, or shops and other places of business. English business letter is one of the most common commercial contact media. It is a kind of interpersonal communication done through a computer or typewriter. Business letter is actually a "sell letter", because the writer is always promoting something which can be a product, a service, a patent, an idea, or even sell himself or set up his own company"s image, etc.

There are seven basic writing principles for English Business Correspondent, which are namely courteousness, correctness, clearness, conciseness, completeness, concreteness and consciousness. Among them, politeness or courteousness is more important than others.

3.2 Definition of Politeness Principle

Politeness is the sign of human civilization, an important code of human social activity. Politeness is having or showing that one has good manners consideration for other people. During 1980s’, the English famous pragmatist G.N. Leech put forward the famous “Politeness Principle” under which there are six subparts.

1) Tact Maxim: it requires people to minimize the cost to other and maximize the benefit to other.

2) Generosity Maxim: it requires people to minimize the benefits to self and maximize the cost to self.

3) Approbation Maxim: it requires people to minimize dispraise to other and maximize the praise to other.

4) Modesty Maxim: it is the counterpart of Approbation Maxim.

5) Agreement Maxim: it requires people to minimize the disagreements to other and maximize the agreements to other.

6）Sympathy Maxim: it requires people to minimize the antipathy to other and maximize the sympathy to other.

3.3 Significance of Politeness in English business correspondence

It is impossible that there are no conflicts or disagreements in business contacts. When we deal with these disagreements, if we can keep “Politeness Principle” in mind, we will act more appropriately. To stick to this principle, we should stand on the other people’s position, think about what reaction they would have after receiving the letter and try to have a better understanding of their ideas. If only we can do like this sincerely can the disagreements be resolved satisfactorily and the friendly relationship between the two parties would not be ruined. However, if there are some agreements having existed, one party does nothing but blame the other party in an aggressive tone, the other party would consider them to be unreasonable. Even worse, they may think that the writer is aggressive and lacks the basic quality. Therefore，no matter why we write a business correspondence, we should never ignore the politeness.

4. Pragmatic Strategies for Appropriate Politeness

4.1 Manner

Firstly, we should keep in mind the attitude of “others first”. The writing of a business letter requires us to think from the interests of others. It means that if possible, we should express our wishes standing on the side of others. Why are we asked to do so? Because only if we can do like this can we understand our partner’s real situations, knowing exactly about their difficulties and making them know that they have received the due respect from us. Then the partners will be encouraged to make sincere communication with us and bring more cooperation opportunities for our company.

So we should try to use the second person pronouns “you” and “your” but not to use the first person pronouns “I” “we” “my’” and “our”. This is so-called “your attitude”. For example:

1) We hope that you can ship the goods by a steamer by COSCO co.

2) You are supposed to ship the goods by a steamer by COSCO co.

Compared with the second sentence, though reasonable, the first sentence doesn’t stand on the partner’s position. “We hope”, the two words are self-centered to some degrees and fail to give the priority to the partner’s interests. However, the second sentence uses a tactful tone and lets the partner know their respect and politeness.

Secondly, the attitude the writer shows should be sincere and positive. We should treat the other party with honesty and avoid being hypocritical. Only when they feel our honesty from the contents, our letters can receive good results. Otherwise, this kind of politeness will be considered to be false and communication between the two parts will lose its meaning.

4.1.1 Avoidance of excessive humility

It is necessary for us to show certain modesty in business letters, but being too modest should be avoided or the letters will seem to be hypocritical. It is reasonable to show our apology if necessary; it is also reasonable to compliment the other party if possible. However, if we do both of this too much, we will lower ourselves and even make people feel embarrassed.

4.1.2 Avoidance of obvious compliment

Compliment and modesty, sometimes can increase the effect of a business letter, but most of obvious flattery, tend to be vigilant, even disgusting. The reader even has to doubt the sincerity of the writer.

4.1.3 Avoidance of exaggeration

Exaggeration is easy to be seen through the letter and cause antipathy. Therefore, it should be controlled in using dictions such as “sensational”; “opponents”; “unique”; “fantastic” and so on .Unless there are irrefutable facts to be based on, we should try to avoid using some extremely flashy rhetoric, because it will be hard for many people to believe. Even they tend to doubt your sincerity.

4.2 Diction

4.2.1 Choice of words

Vocabulary is the most basic structure of a business letter. Some words can express politeness in business letters while others not. To show politeness in a business correspondence, we’d better choose words that can convey the meaning of courtesy. For example: please, thank, appreciate, look forward to and so on.

“Please” is one of the most commonly words used in business letters. And it can be used to request to the other party. For examples:

1) Please let us have your specific enquiry if you are interested in any of the items listed in the catalogue.

2) Please renew your offer for two days further.

“Appreciate” is the written language, used to express gratitude in business letters. For example:

1) Your prompt reply to this enquiry will be appreciated.

“Look forward to” can be used to express expectation or hope in business letters. For examples:

1) We look forward to receiving orders from you

2) We look forward to receiving your favorable response as soon as possible.

Secondly, what we also need to pay attention to is the use of modal verbs correctly. People usually use business correspondence for the purpose of consultation and inquiry about the trade information which involves promise, commendation, suggestion，inquiry，rejection, condemnation and so on, so modal verbs are used frequently in business letters. The proper use of them can help make the tone of the sentences more ease so that the other party can accept the communication easily. For example:

We would like you to refund the money we have paid you for these machines.

“Would” is usually used when the writer wants to consult service from the receiver. The writer often makes requests or demands and urges the receiver to take actions at once. In this sentence, “would” shows a tone of request. Compared with “we like you……” it can be more easily accepted by the reader.

4.2.2 Choice of sentences

Firstly, when we choose sentences, we should pay attention to that whether the sentences have strong affinity. (Shi Liang，2010：164)

Each business letter is a communication and a kind of feeling exchange between the sender and the receiver. Man is always sensitive which requires the writer to show his own sensibility in the business letters. However, many people have a misconception that business letters are to deal with trade problems so they are supposed to be official. As a result, a letter that ought to be friendly and enthusiastic turns out to be rigid and inanimate. Actually, every business letter is just a talk which can be written in the paper between the two parties. It is obvious that simple words can make the letters seem to be friendlier. What writers should do is to treat the readers as friends and talk freely with them. For example:

1) Gentlemen, your Sales Note No.58 has been received.

Secondly, we should pay attention to the understanding of information in different cultural background. Politeness never stays the same which can be restricted by history, geography, life style, religions and other factors. Different cultural groups have different values. Of course they share different views of politeness representation. During the process of writing a business letter, we should not only try to use various kinds of politeness principles flexibly but also consider carefully about the specific contextual factors in the international business contracts. Then we can express our politeness more appropriately and decently to make our business activities more successfully. Let’s look at the example below.

We regret that we are unable to consider your request for payment on D/A terms. As a rule, we ask for payment by L/C. But in view of our friendly relationship as well as our willingness to support our Indian friends, we will accept payment for your trial order on D/P basis as an exceptional case. (Cao Ling, 2012: 77)

To show his friendly attitudes, the writer expresses his support for Indian friends specially. He thought it would be more polite, but the actual effect is counterproductive. It will make the other party fee that it is a condescending attitude. And the writer may have racial and economic discrimination towards them which can easily result in antipathy. Thus, in the international economic exchanges, we should attach great importance to the cultural differences, achieving the correct understanding of business information under different cultures, holding the attitude to treat the other party fairly so that we can avoid causing unnecessary misunderstanding. In this example, it would be better if the words ‘as well as our willingness to support our Indian friends’ could be removed.

4.3 Tones

Although the content of the letter is real thing, the tone still plays an important role in information acceptance for the readers. The tones are attitudes and customs of language expression. It often determines the reader"s emotional response. However, there are various kinds of tones because of the differences of the statement. Sometimes we should be friendly and enthusiastic, sometimes we should be euphemistic and polite and sometimes we should be decisive and resolute. How to express our proper mood correctly? I think we should pay attention to the following aspects.

4.3.1Subjunctive mood

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