二稿

礼貌原则在商务英语函电中的运用

指导教师 学 生 系 别 年 级

骆红亚 李世国

外国语学 2010级

重庆三峡学院 二0一四年五月

The Application of Politeness Principle in Business English Business Correspondence

Tutor：Luo Hongya

Student：Li Shiguo

Department:School of Foreign Language

Grade：2010

Chongqing Three Gorges University

May，2014

Abstract

English business correspondence, the main communication method in international trade, plays an important role in business contacts and communication. A successful English business correspondence has a close relationship with the appropriate application. This essay sums up the application of politeness principle in English business correspondence.

Key Words: Politeness principle; Business correspondence; Appliance.

摘要

英语商务函电，作为国际贸易中最主要的一种交流手段，在联络业务，沟通交流上发挥着重大作用。一篇成功的英语商务函电与礼貌原则的合理运用密不可分。本文对英语商务函电中礼貌原则的应用作出分析总结。

关键词： 礼貌原则；商务函电；应用

Outline

1. The importance of English business correspondence

1.1 To attract new clients, and enhance the friendship with old clients. 1.2 To show the strength of an enterprise, and increase trade efficiency. 1.3 To enlarge the trade market 2. The development of politeness principal.

3. The application of politeness principle in business English business correspondence. 3.1 The past tense of modal verbs. 3.2 Passive voice 3.3 Fuzzy language 3.4 You-attitude 3.5 Subjunctive mood 3.6General question 3.7 Conditional sentence

4. Points for attentions when using the principle of politeness 5. Epilogue

1. The importance of English business correspondence 1.1 To attract new clients, and enhance the friendship with old clients.

The first correspondent is essential for an enterprise to find a trade partner. Through it, one must catch clients’ attention, raise their interests, and then make them willing to build up further trade relationship with the writer of the correspondence. An appropriate correspondence leads to favor of the opposite side, leading to further understanding. But an inappropriate or vague correspondence may cause the loss of the opposite side’s interest and then the loss of a potential client.

Appropriate correspondence is still necessary after the establishment of trade partnership. Because it can make the trade environment harmonious, enhance two side’s friendship as well as the trade relationship while accomplishing the transaction. On the other hand, an inappropriate one may make the client unwilling to come after the first time.

1.2 To show the strength of an enterprise, and increase trade efficiency. The saying “One earns millions within minutes” validly reflects the rapid lifestyle in modern society. Letters or face-to-face communications no longer suit trade in the era of informatization. Transportation is convenient today, but when in international trade, flying to several other countries only to introduce your own company to people you are not sure whether you can build up relationships with is not worthy. But business correspondence makes things easy. One can write a correspondence simply by a computer to clearly and accurately tell his client the situation and power of his enterprise without trekking around the world, thus largely increase the trade efficiency. 1.3 To enlarge the trade market

With informatization, international trade is becoming increasingly convenient. Distance among nations are shortened, making frequent trade possible. International trade is gradually simplified in process with the help of business correspondence and it belongs no longer only to multinational companies but medium-sized enterprises if they work well. The more companies join international trade, the more economy is grown, and the more trade markets in nations are enlarged. 2. The development of politeness principal

In writing, English business correspondence does need ornate terms like literary

works do. As a communication tool between two sides, it needs to show the purpose

of writing clearly.Generally speaking, in writing an English business correspondence, one needs to follow the principal of seven “C”s. And this essay regard the “Courtesy” as the most important principal. In other words, it is the politeness principal.

Leech is not the first man who put forward the concept of the politeness principal. Before that, many linguists and sociologists have noticed the politeness phenomenon in language use.

Goffman, an English social psychologist, put forward the concept of “face” in the aspect of sociology. He said that people always relate to face work when we have a communication. And “face” is one standard of human behaviour. On the one hand, human behaviour is limited by face, and on the other hand, people expect to others’ consideration about face. Goffman thought the face work is matched with each other. Thus people often belittle themselves and praise others.

The Cooperative Principle is put forward by linguistician Herbert Paul Grice in his work Logic and Conversation” (1975). He believed that in communications, people are seemingly following some certain principle intentionally or unintentionally, in order to cooperate effectively and then complete the communication one is in. His cooperative principle includes four aspects. The maxim of quantity, the maxim of quality, the maxim of relation and the maxim of manner.

Two English anthropologists, Brown and Levinson published an essay named Universals in Language Usage: Politeness Phenomena in 1978. This essay in the first time systematically discussed issues such as politeness and courtesy. In both Brown and Levinson’s definition, “face” means “a kind of personal image in the public that every member of society is willing and eager to earn for himself” (Brown & Levinson，1987：61), and it’s divided into two parts: Negative face and positive face. Negative face means one needs to have the right to be one’s own master and is unwilling to be forced and interfered by someone else. Positive face means that in communications, one needs to be acknowledged and liked by the opposite side, and reach agreements on that basis. In language communications, one has to pay attention to both the positive face and the negative face of the opposite side, thus earning face for oneself.

Leech thought those theories couldn’t explain all phenomenon and he put forward the politeness principal.

3. The application of politeness principle in English business correspondence.

Since we have acknowledged the importance of business correspondence, it is our must that we study how to write a correspondence well. In any kind of

communication, politeness cannot be put aside. So next we are going to discuss how to show one’s politeness in writing a correspondence. 3.1 The past tense of modal verbs.

It is known to all that if we transfer modal verbs such as will, shall, can and may into the past tense, which will be would, should, could and might, we are able to express our willingness, requirements and requests in a euphemistic way, showing more politeness to the opposite side, making him feel more respected while getting to know what our correspondence is all about, thus promoting cooperation of the both sides. Examples are as follows:

(1).We would suggest that you send us your trial order as soon as possible, as there is a brisk demand for this article.

(2).We hope you will give further thought to this matter, but if you then still feel you cannot accept our offer we hope it will not prevent you from approaching us on some future occasion.

In the two sentences above, the writers are both giving some suggestions to the opposite side. But if we compare the tones of the two sentences, it is not difficult for us to know that sentence number 1 is more euphemistic while sentence number 2 makes the reader feel tough with the word “will” appearing two times. Moreover, sentence number 2 is urging the opposite side to accept an inquiry that they are not satisfied with. This makes things worse. Both “well”s in sentence number 2 are monotonous statements, showing not enough good faith of continuing building up trade relationship. But if we change both “will”s in sentence number 2 into “would”, the tone of the sentence would be much more euphemistic, and it would be obvious that the seller is discussing with the buyer, not urging them. If written in that way, sentence number two will make the buyers thing that the sellers are truly thinking in their aspects, wishing them consider more cautiously, stating that even if this time the transaction fails, they are still able to do further business in the future. 3.2 Passive voice

In a correspondence, a writer usually uses active voice to express the clear opinions and positions of both sides of the trade relationship. But in some occasions we are going to use passive voice to write the correspondence to make our tones more euphemistic and implicit. This is often seen in such kind of correspondence as refusal or complaint. In these kinds of correspondence, passive voice can ease the tension of both sides. “In business correspondence, to make it more polite and more appropriate,

passive voice should be widely used as well as some other appropriate words. Because passive voice is able to make your requests seem more mild and soft.” Ashley（1992）.Please try to compare the two sentences below: (1).You haven't pay or accept my bill with a month passed. (2). My bill haven’t been paid or accepted with a moth passed.

Sentence number 2 is changed into a sentence of passive voice with “my bill” as its subject. The improper word “you” no longer appears, making the statement closer to truth, easing the tone, being more polite, avoiding the obvious tone of blaming in sentence number 1, decreasing the opposite side’s embarrassment, making the correspondence more likely to be accepted by the opposite side. 3.3 Fuzzy language

In the writing of a correspondence, we often need to leave room for the opposite side. This means that we should not always make things definite. Fuzzy language are with more generality and flexibility with than accurate language. It is with two kinds of characteristics: accurate in essence while vague in appearance; explicit in qualitative expressions while variable in quantitative expressions; certain in content while flexible in style. For example,

(1). Mr. Peterson has for many years been on our sales force and is thoroughly familiar with the needs of customers in your area.

(2).As the sale is likely to be well attended, we hope you make a point of visiting the store as early as possible during the opening days.

The words and phrases such as “many”, “likely”, “as early as possible” are all fuzzy languages, they leave room for maneuver for the both sides, avoiding embarrassments caused by the interference of uncertain factors. Presume that we change “likely” in sentence number 2 into “definitely”, if later the goods did not sell well because of some market factors, the seller would be very embarrassed. And if we use “as early as possible” instead of some certain time, we make the buyer decide when to come, leaving the accurate time in his decision. In short, in correspondence, especially correspondence of refusal, dicker and complaint, to avoid embarrassment, we need to properly use fuzzy language. 3.4 You-attitude

“Your attitude” means that one has to consider things on the opposite side’s aspect. Think more of the opposite side’s interest, care more about the opposite side’s feelings, try more to satisfy the opposite side’s needs. The usage of “your attitude” makes the opposite side feel more respected, thus bringing more favorable impressions from him. Then, the purpose of the communication will be easier to be achieved. In a correspondence, sentences usually begin with a word “you”. But in some occasions, it is easier to express “your attitude” in first person. For example, (1). There is a highly demand here for high-class goods of this type. (2). your high-class goods of this type is highly demand here.

(3). We are sorry we cannot send you immediately the catalogue and price list for which you asked in your letter of March 10.

Let’s compare sentence number 1 and sentence number 2. The first sentence is closer to the need of markets, while the second one expresses the good sales of the opposite side’s goods. It is obvious that the latter one is with compliment to the opposite side, considering whether the opposite side’s goods would sell well in their aspect. Though the two sentences are of similar means, the expressions of the second sentence will obviously make the opposite side feel good, contributing to the building up of the relationship. The third sentence shows the writers apology. It begins with a word “we”, making it more sincere, easier for the opposite side to accept, more likely to gain the opposite side’s forgiveness. 3.5 Subjunctive mood

Subjunctive mood is used to show the speaker’s subjective wishes or supposition, but not the facts which really exist. What it expresses is a condition, but not always a fact, or even the opposite side of the truth. The usage of subjunctive mood makes the speaker’s words more polite and euphemistic. When the correspondence’s content is with items such as pursuit and complaint, the usage of subjunctive mood can help create an atmosphere of equality and friendship, decreasing the opposite side’s embarrassment. For example,

(1). Please send us your latest price list.

(2). I wounder if you could send us your latest price list. (3). Please explain our situation to your customers.

(4). I hope our situation would be explained to your customers.

From the example sentences above, we can find that when turned into subjunctive mood, the tones of sentences will not be that hard as declarative sentences. The wrong sense of order will no longer be felt. The tone becomes euphemistic, making the content easier for the opposite side to accept. 3.6 General question

When expressing requests and suggestions, we often use imperative sentences. But it is not that proper when writing a correspondence. Because imperative sentences easily make people feel being commanded, so is against the trade principle of equality and mutual benefit. In these occasions, we usually use general questions instead, changing the tone of order into the tone of request or suggestion, better for the opposite side to accept. For example,

(1). Send us further details of your prices and terms of sale. (2). Please send us further details of your prices and terms of sale.

(3). Could you please send us further details of your prices and terms of sale? The three sentences are with the same mean, but the tone of them are gradually weakening. The last sentence not only clearly expresses the mean of the two former sentences, but also make the opposite side feel respected and easier to response because it uses the tone of discussion and request. 3.7 Conditional sentence

In writing a correspondence, the frequent usage of conditional sentences will make the opposite side understand what would happen under some certain circumstance, then to achieve the goals. For example,

(1).Please let us know if the time is convenient for you. If not, what time you would suggest?

(2).If you are prepared to grant us a discount of 10% for a quantity of 200, we would agree to your offer.

(3).If I do not hear from you to the contrary, I shall assume that will be convenient for me to call at that time.

it

The usage of conditional sentence will make the writer become initiative rather than passive, giving the right of decision-making to the opposite side, showing the writer’s respect to the opposite side.

4. Points for attentions when using the principle of politeness

When using the principle of politeness, one needs to grasp the degree of politeness. The degree means that the two sides are keen to the status of equality. One cannot lose his status, becoming lower than the opposite side, just because he is going to use the principle of politeness. Fair transactions exist only when the two sides are equal. People of different cultural background may have different understandings and expressions of politeness. So when in correspondence, the expression of politeness shall differ from time to time due to the certain conditions, not using the same principle under all different circumstances.

5. Epilogue

This essay discusses the application of politeness principle in English business correspondence, focusing mainly to remind readers the importance of the principle of politeness in writing a correspondence. The quality of English business correspondence is closely bound up with the benefit of an enterprise. To achieving higher efficiency of trade, the usage of the principle of politeness must be paid attention to when writing a correspondence. We should master it.

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