浅析语用原则在商务英语写作中的应用-商务英语.docx

毕业设计（论文）说明书 题目：A Brief Analysis on the Application ofPragmatic Principles in BusinessEnglish Writing浅析语用原则在商务英语写作中的应用 系 名： 文学与法学系 专 业： 商务英语 学 号： 6015206179 学生姓名： 林月 指导教师： 姚立佳 2019年4月25日AbstractBusiness English plays a very important role in foreign social activities, involving international economic exchanges, trade links, financial trusts and international marketing. Business English has strong specialty, is greatly influenced by culture, Its language is usually both formal and concise. Business English E-mail has taken on more importance in business affairs at the present day because of its convenience and rapidity. In particular, business emails represent the company's image and show the company's business level, which directly affects the customer's evaluation of the company. Therefore, corporate email writing plays an irreplaceable role in business contacts. Business English writings function is to obtain or transmit information, to deal with business communication issues and communicate feelings. However, only by following the pragmatic principles can the language be used correctly. Only under the guidance of cooperation principle and politeness principle, can business information be properly transmitted and high-quality business communication be achieved. Therefore, this paper focuses on pragmatic principles and business English correspondence, in which cooperative principles and politeness principles are the main subjects. First of all, the Cooperative Principle was started by the linguist Grice in his book Logic and Conversation (1975). In his article "Logic and Conversation" (1975), Gleies believes that the cooperative principle observed by people in Conversation includes four categories, each of which includes a criterion and some sub-criteria, such as The Maxim of Quantity, The Maxim of Quality, The Maxim of Relation and The Maxim of Manner. A detailed explanation will be given below. Secondly, Politeness principle is also a subject deserving particular concern. Westerners have formed their own politeness principles in dialogues and correspondence. This paper analyzes the content of Leech's politeness principle and its defects. This paper mainly adopts literature research method, case analysis method and comparative analysis method to discuss how to use pragmatic principles to convey their intention in business English letters correctly.Key words: Cooperative Principle; Politeness Principle; Business English Writing; 7C PrincipleOutlineThesis Statement: A Brief Analysis on the Application of Pragmatic Principles in Business English WritingI. Introduction to Business English WritingII. The Concept and Classification of Pragmatic Principles A.The Concept of Pragmatic PrinciplesB.The Classification of Pragmatic Principles 1. Cooperation Principle 2. Politeness Principle 3. Self-protection PrincipleIII. The Application of Pragmatic Principles in Business Letter WritingA. The Embodiment of Cooperative Principle in Business Letter Writing 1. Maxim of Quantity 2. Maxim of Quality 3. Maxim of Relation 4. Maxim of MannerB. The Embodiment of Cooperative Principle in Business Letter Writing1. Maxim of Tact 2. Maxim of Generosity3. Maxim of Approbation4. Maxim of Modesty5. Maxim of Agreement6. Maxim of SympathyIV. The Value and Significance of Pragmatic Principles in Business Letter WritingA. The Significance of Using Principles CorrectlyB. The Value of Pragmatic Principles in Business Letter WritingV. Conclusion天津大学仁爱学院2019届本科毕业生毕业设计(论文)A Brief Analysis on the Application of Pragmatic Principlesin Business English WritingI. Introduction to Business English WritingWith the continuous growth of trade between countries, business English plays an increasingly important role in international trade. Business English can help learners study new business knowledge, promote sales and advertising. Business English can also be used to carry out other effective activities to strengthen the links between countries and shorten the distance between people. Business English is a language often used in foreign trade and business activities. Generally, business English is a part of professional English teaching. It is mainly studied by many non-native English speakers who need to do business with people from English-speaking countries. Therefore, English has been turned into the most commonly used language in international commerce. It is estimated that at least 75 per cent of all business communications take place between non-native English speakers worldwide. Actually, Business letter is the correspondence between official documents, and a kind of business activity between enterprises by mail. There are several different types of senders and recipients of business letters: business-to-business, business-to-customer, Job seekers to the company, Citizens to government officials, employer to employee, Employee to employee. The use of business letters is caused by multiple reasons: to request, to recommend, to remind, to persuade, to inform, to express thanks, to remind, to apologize, to congratulate and so on. Business English letters can be categorized into faxes and e-mails if they are to be categorized. Whatever the form, most business letters use official form. The original official style of official documents was too rigorous in terms and too lengthy in sentences, which did not meet the current office requirements. For the sake of saving time and raising work efficiency, office workers will choose a simple oral form. That is to say, business English correspondence should be clearly, accurately and concisely express your purpose and intention. Otherwise, the writer will convey the wrong information, which may result in no effective communication opportunity between the two parties, or even cause misunderstanding between the two parties, and eventually cause unnecessary losses. Next, the important discussion points of this article will be discussed: the principles of Business English Letter Writing.A formal business letter should follow the “7C principle”. “7C principle” plays an important role in the choice of words, discourse structure, specific content, tone and attitude. Next, the author will elaborate on the specific content of the “7C” principle. The “7C” principle is called the “7C” principle because it consists of seven words beginning with the letter C. They are completeness, clearness, correctness, courtesy, concreteness, conciseness and consideration. a. completenessBusiness English correspondence should fully express the author or the company wants to convey the content and intention. The author of business English letters needs to use all the necessary information to prove his point of view and to facilitate the actions you want to achieve in your letters. Complete here contains two aspects, complete format and complete information. A business letter is usually comprised of the following parts: head, date, name, address, salutation, heading and description. The integrity of the information requires that the author have to conceive ahead of time. If it is independent from the content, no matter how interesting the content is, it will only confuse the reader. That is to say, this letter has not played an effective role in communication between the two sides and has not succeeded in conveying your wishes.Information integrity means not only expressing the information and items you want to express completely and clearly, but also answering each others questions clearly. In this way, trade disputes can be avoided, and important information can be avoided to achieve the desired effect of the authors writing. The content of the information can be expressed in 5 W and 1 H: who, what, when, where, why and how. Just identify the theme, make sure you provide the reader with enough information and facilitate the action you need. The examples are as follows:Example 1:“ KK Thomson, Inc. December 14th, 2001Foshan Gold mantis home Installations Ltd. 3 Xinglong StreetFoshan, Guangdong ChinaDear Sirs,In response to the letter of 22st December, we enclose a detailed quote for the bathroom shower.In addition to our AD in the builders magazine, our enclosed illustrated catalog shows various bathroom accessories and sizes. Most models are available from stock. Goods marked with an asterisk should be allowed for 45-60 days. Construction contractors in Hong Kong and Macau praised our equipment for its ease of installation and aesthetic appearance, as well as all parts of our company that are replaceable. Our offer includes the price of the spare parts. We can offer a 3% discount for orders over US$5,000 and a 4% for orders over US$10,000. Our payment terms are irrevocable L/C paid by sight drafts. Any orders you can send to us will be processed immediately.Yours sincerely,Francesco MariniSales Manager ”Above is an offer letter I found. Next, we will consider it from the standpoint of whether the format is correct and whether the information is complete. First, from a format standpoint, it includes six complete sections. The other is from the angle of information integrity. First, the author explained who the buyer is(who). Secondly, the author explained what the ordered goods were(what). Thirdly, the time needed for freight transport is explained(when). Fourthly, the author introduces the location of the company(where). Fourthly, the author clarifies the reasons for the counter-offer and indicates that the other company has shipped the goods(why). Finally, the discount that the company can give and the payment method are explained(how) and so on. In terms of format and information, this business letter is complete.b. clearnessClear expression is the basis for effective communication between the two parties.The clarity here means that the author expresses clearly, accurately and avoids ambiguity in his letters. The author needs to articulate what he wants to present to the other, so that the trustee fully understands the authors intentions. The other party intends to express the intention of cooperation, thus achieving the ultimate cooperation between the two parties. Writers need to spend a lot of energy in this area, because your language expression should be consistent and not lower than the recipients level of understanding. This not only reflects your strong writing skills and rigorous logical thinking, but also saves both parties time and improves the efficiency of the recipient. In order to avoid mistakes and accurately convey information, authors should take note of the use of terms and sentential form. When using words, the author needs to select words that we are familiar with and that are easy to understand and relatively simple for the recipient. In the process of constructing sentences, authors should use more concise sentences. In terms of paragraph composition, the author should have logical opinions, and pay attention to the arrangement of paragraphs. The proper division of paragraphs can make the article clear and easy to understand.c. correctnessActually, besides expressing clearly, it also needs expressing accurately. This not only reflects the carefulness of the writer, but also makes the trustworthy feel the intentions of the other party. However, errors can occur in many places, such as structure, grammar, figure.1) Structure For example, there are two formats based on the addressees name and address: indented form and block format. Indented form is the gradual narrowing of the recipients name and address. Block format means that the addressees name and address are aligned at the left end. When you use one of these formats, the full text should meet the requirements of this format. In addition, business English letters differ between the United Kingdom and the United States. In terms of date, in American expression, the date is placed between the letter head and the recipients name and address. In English expression, the position of the date is usually under the addressees name and address. It can be either side-by-side or right-by-side. At the same time, the date is written differently. The United States likes to follow the order of month, day and year, but Britain likes to follow the order of day, month and year. 2) SpellingSpelling must be correct, otherwise it may convey the wrong message to the other party. In particular, the author should pay attention to the singular and plural forms of nouns and the capitalization of the initials. Some loanwords should retain the original plural form. Heres an example to prove it: agendum-agenda, focus-foci, basis-bases, radius-radii. In fact, there are certain rules in English spelling. As long as you pay more attention, you can gradually master the rules. However, there are relative exceptions to any rule, which requires daily accumulation. 3) GrammarGrammatical errors in business letters can lead to doubts about your professional level. Common grammatical errors include subject-predicate inconsistency, pronoun usage errors, collocation errors, tense errors and so on. 4) FigureForeign trade work is inseparable from figures. Numbers should be written with great care in business letters. A little neglect will lead to the problem of “A miss is as good as a mile”. The cost to the company is difficult to estimate. In addition, make full use of the tools that your computer word processor can provide to check spelling and grammar, and proofread your draft and final draft carefully. Even minor mistakes in the final negotiations can undermine your communication credibility, which means that small mistakes can cause the other party to doubt the information you convey.d. courtesyIn 1983, British scholar Leech put forward the politeness principle on the basis of criticizing the cooperative principle of American scholar Grice. This is a good complement to pragmatic principles. In fact, the politeness principle is to try to make oneself lose and others gain, so that communication can proceed in an orderly manner. Therefore, it plays an important role in pragmatic principles and business letter writing principles. A good writer should know how to make good use of the politeness principle in business English letters. 1) AttitudeIn business letter writing, if the writer wants to finish a business letter with high quality, he must think about how they interpret the information from the recipients point of view, and then write what they want to know. That is to say, the writer should show understanding and sympathy