-分析礼貌原则在商务英语邮件中的应用.docx

学号2015248219 郑州成功财经学院毕业论文 The Application of Politeness Principle in Business English E-mail分析礼貌原则在商务英语邮件中的应用院 部 名 称：外国语学院专 业 名 称：商务英语学 生 姓 名：黄闱玮指 导 教 师：苏花青 副教授 李艳娜 助教2019年5月10日The Application of Politeness Principle in Business English E-mailA thesis submitted toZhengzhou Chenggong University of Finance and Economicsin partial fulfillment of the requirementsforthe Degree of Bachelor of Business EnglishByHuang WeiweiSupervisor: Su Huaqing, Li YannaMay 10th, 2019Abstract Chinas economy has developed rapidly in the 21st century, and its trade with the rest of the world has become more frequently. Business English e-mails plays an extremely important role in the communication between Chinese with foreign companies. Business English e-mail is a carrier of business information, belonging to a more formal style. It is also a tool for conducting foreign trade and international business activities. It is widely used in international business contacts. A suitable business English e-mail can not only facilitate transactions but also change the relationship between the two parties. The politeness principle is one of the indispensable factor for the user to achieve the transaction. The clever use of the politeness principle can avoid unnecessary losses in international business activities. This study used the methods of literature research and case analysis, based on the politeness principle of Leech, focusing on six types of business English e-mail including building business relation, inquiry, quotation, order, complaint and claim. This study illustrates the practical value of politeness principles in business English e-mails through the analysis of some business English e-mail cases. It also analyzes which sentence in the case is obeyed the politeness principle and which sentence is not. The writing purpose of this study is aim to provide some reference for people to writer business English e-mails, by comparing and analyzing the some classic sentences in e-mail cases.Key Words: Business English e-mail; Politeness principle; Application 摘 要21世纪中国经济迅猛发展，其与世界各国间的贸易往来愈加频繁，商务英语邮件在中外企业间的沟通中扮演着极其重要的角色。商务英语邮件是商务信息的载体，属于一种比较正式的文体，同时它也是开展对外贸易和国际商务活动的工具，被普遍应用于国际商务交往中。一封合适的商务英语邮件不仅可以方便交易，还可以改变或加强贸易双方的合作关系。礼貌原则是使用者促成交易达成的不可或缺因素之一，巧妙的运用礼貌原则可以避免在国际商务活动中不必要的损失。本文采用文献研究和案列分析的方法，基于Leech的礼貌原则，着重从商务英语邮件的六个分类：建立业务联系、询盘、报价、下单、投诉、索赔进行分析。 通过对一些商务英语邮件案列的分析，说明礼貌原则在商务英语邮件中的实用价值。并对案列中哪些句子遵循礼貌原则，哪些句子违背礼貌原则进行分析。通过对比分析商务英语邮件中出现的经典句子，希望能对商务英语邮件的作者有一定的参考价值。关键词: 商务英语邮件；礼貌原则；应用AcknowledgementsIt is impossible to succeed in all things by oneself. I am very grateful to my friends and teachers who have helped me in this process. First of all, I would like to thank Lecturer Li Yanna. Without her help, my thesis would not have been completed so smoothly. Under her careful guidance, I changed and improved all the details step by step. In addition, she would always give me many suggestions on some key issues for my reference, leading me to make modifications in the right direction. Whenever I had questions, she would patiently help me to answer them. I was deeply moved by her patience and responsibility, and I really realized what dedication is. Therefore, I am honored to be her student. In the future study and work, I will always learn from her dedication. In addition, I also want to thank my friends who have helped me in the process of writing. They always help me and give me good advice when I am in trouble. Last but not least, I would like to express my heartfelt thanks to my parents for their continuous support and encouragement.ContentsIntroduction11 Literature Review11.1 Review on Business English E-mail11.1.1 The Classification of Business English E-mail21.1.2 The Linguistic Features of Business English E-mail41.2 Review on Politeness Principle51.2.1 The Politeness Principle of Leech51.2.2 The Development of Politeness Principle-Politeness Strategies92 Research Method103 Data Analysis113.1 The Application of Politeness Principle in Building Business Relation E-mail113.2 The Application of Politeness Principle in Inquiry E-mail123.3 The Application of Politeness Principle in Quotation E-mail133.4 The Application of Politeness Principle in Order E-mail143.5 The Application of Politeness Principle in Complaint E-mail153.6 The Application of Politeness Principle in Claim E-mail164 Suggestions & Implication17Conclusion18Bibliography19V郑州成功财经学院本科毕业论文（设计）IntroductionBusiness English plays an important role in international economic activities. It is widely used in the international trade market. We can avoid unnecessary losses if the correct use of politeness principle at business communication. Therefore, it is very important for foreign trader to understand and master writing skill of business English e-mails under the framework of politeness principle. By referring to the information of politeness principle and business English e-mails, it is found that many scholars have studied the application of politeness principle in business English e-mails. However, they did not subdivide business English e-mails, which is why I again studied the application of politeness principle in business English e-mails. This study consists of five chapters. The first chapter literature review include business English e-mails review and politeness principle review. The research method of this study is introduced by the second chapter. The third chapter data analysis are the main part of this study, this section the author chose six cases analyze under the framework of the politeness principle. The fourth chapter is suggestions and implication and the last chapter is a conclusion.1 Literature ReviewBusiness English e-mail is a communication tool. In order to promote the corporation we need to be more polite for others. If foreign trader write e-mail with politeness principle, on the one hand can enhance their own writing skill, on the other hand can improve work efficiency. 1.1 Review on Business English E-mail This section describes the business English e-mail types and linguistic features. Through the understanding of these two aspects, it can lay a foundation for business English e-mail.1.1.1 The Classification of Business English E-mailBusiness English e-mail writers want to succeed in business, they must be able to choose the right style and organize the words well. Type of the business English e-mails can be classified as follows:(1) Building Business Relation E-mailCompanies want to have a deal with other company, so it is necessary to establish business relationships. How do they building business relationship? It can use business English e-mails to directly establish business relationship. When the author writes a business English email, he should pay attention to some points. The author should show the information source. Meanwhile he should express himself expect to establish business relation with other companies. Here is a sentence can be used into establish business relation e-mail as follows:Ex. 1-1We have know your information from Peoples Daily, we are writing to you with the expect to establish the business relationship with you.In Ex. 1-1, the author directly show that the information source is Peoples Daily. Express expectations of establishing business relationships with the company. (2) Inquiry E-mailCompany it will send an inquiry to other company if they wants to buy product. Because they want to know the detail about the product. In order to obtain the detail, the content of the inquiry e-mail must be clearly and concisely, such as:Ex. 1-2I am a refrigerator buyer, for make a deal, I shall be glad to receive your possible quotation, packing specification, quantity available. Meanwhile, please quote me lowest price FOB QingDao.In Ex. 1-2, The sender clearly and succinctly stated his purpose. He briefly introduced himself and made the seller know that he was a refrigerator buyer. And he directly show his requirements information are lowest price, quantity available and packing specification. So that the seller can respond to his e-mail specifically.(3) Quotation E-mailThe quotation is based on the terms of supply agreed upon by both parties. A good quote should include the product name, quantity, and specifications, such as:Ex. 1-3We have a stock of 200 piece of handmade carpets, and the price is $80 per square meter, the lowest price we can give you $65 per square meter.In Ex. 1-3，this e-mail may be the middle part of a quotation e-mail, it clearly show the stock quantity is 200 pieces and the price is $80 per square meter. it also describes the lowest prices reduce $15 per square meter than before. let the buyers know well about the goods.(4) Order E-mail After the buyer and the seller negotiate, the buyer will formally place an order with the seller. This order should include the name, model, color, style, and price of the order. such as:Ex. 1-4Regarding your order No.20, ordering 100 TV sets, we regret to tell you that these TV sets have been sold out.In Ex. 1-4, the order e-mail is a kind of e-mail that the seller do not accept the buyers order because of stock out. In the e-mail, the seller show his apologized to the buyer use regret this word. It is a good example for refusing order, even the two parts can not have a deal this time. However, it building a foundation of their further cooperation.(5) Complaint E-mail The development of business relationships is not always smooth, and sometimes errors, accidents or other situations can occur. So complaints occurs. Complaint e-mail generally consist of make the fact clear, filed a complaint, propose solutions and indicate your position these four elements, such as:Ex. 1-5I need to tell you that the goods we can not accept, which is entirely due to delay.In Ex. 1-5, the writer describes the reason of the complaint. He directly pointed out the problems caused by delay. However, this sentence is a bit serious and may make the seller uncomfortable. If the author try to use some kindly words in this complaint e-mail, the result may be better.(6) Claim E-mailClaim e-mail are refers to buyer send e-mail to the seller according to the contract. The content of the claim e-mail including claim reason, accessory and signature these sections, such as:Ex. 1-6We cannot accept this T-shirts, which is entirely due to two-thirds of this T-shirt wrong color. We can not trust your service and we will reserve the right to claim against you this time.In Example 1-6, wrong color with T-shirts were as the cause of the claim. However, the wording is too serious, and the author even blames the seller on the responsibility, which is not good for their relationship.1.1.2 The Linguistic Features of Business English E-mailDavis (1997: 28) pointed out that e-mail has spoken character and written language character. People who use email often see email exchanges as conversations. E-mail has become the basic means for communication in our life. At the lexical level, the terminologies, abbreviations, highly colloquial words are always used in e-mails. The business terminologies such as Air Freight Bill (AFB), Arrival Notice (AN) and Bank Note (BN). The business abbreviations just like VV (Vice Versa), C2C (Customer to Customer) and B2B (Business to Business). The colloquial words such as approx (approximately), NB (nota bene) and nope (no). which all are frequently used in speech rather than in written language. When the sender very busy so that will ignore the some writing techniques. Meanwhile, in order to save time the senders capitalize all the words.At the syntactic level e-mail are always avoiding long sentences. Today, especially when merchants do not have enough time to read long emails, they often browse emails quickly, so efficient business activities require short, simple, and straightforward writing. 1.2 Review on Politeness PrincipleNowadays business English e-mail is increasingly replacing business letter as an indispensable part of modern business activities because of its fast and convenient features. Polite language is an important basis for language users to achieve deal success in the process of business transactions. It plays a vital role in regulating interpersonal relationships.British scholars Brown (1978: 465) point out “all rational members of society have a face, and this face is the self-image that people fight for themselves in the public”. However, there is no clear explanation for the issue of politeness. The British linguist Leech proposed the “Politeness Principle” in 1983 to make the politeness principle more official. He think the politeness principle is refers to the principle that conversation between listener and speaker show modesty, respect and mutual each other. His principles are considered to be a convenient bridge for conversational communication. 1.2.1 The Politeness Principle of LeechWhat is politeness and how to express politeness has always been one of the important topics in pragmatics. Rakov (1979: 64) said: “Politeness is a device used to reduce the friction of personal interactions”. Liu Jieying (2016: 563) pointed out that “courtesy can be used as a social phenomenon, a means of achieving good interpersonal relationships”. As one the most important linguists Leech divides his politeness principle into six maxims.A. Tact Maxim (a) Minimize cost to other.(b) Maximize benefit to other.B. Generosity Maxim (a) Minimize benefit to self.(b) Maximize cost to self.C. Approbation Maxim(a) Minimize dispraise of other.(b) Maximize praise of other.D. Modesty Maxim (a) Minimize praise of self.(b) Maximize dispraise of self.E. Agreement Maxim (a) Minimize disagreement between self and other.(b) Maximize agreement between self and other.F. Sympathy Maxim (a) Minimize antipathy between self and other.(b) Maximize sympathy between self and other. (Leech, 1983: 132)Tact maxim takes the hearer as the starting point. It requires the speaker try to comply with the common habits of each other and let others feel comfortable. The examples are as follows:Ex. 1-7a. Cook dinner quickly! b. I hope that you will cook dinner.c. I want to know do you have some time to cook dinner?In Example 1-7, we can see that the politeness level is declining from c to a. In example a, the speaker orders the listener to cook dinner, and the speaker uses the word “quickly”, so the listener has to cook dinner. While in example b, the mood is more polite, because the speaker just express his wish instead of ordering the listener t