On the politeness priciple in business correspondence writing.doc

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1、毕业论文(设计)AbstractBusiness correspondence has been an important and indispensable tool for us to exchange information in the business affairs since global village has been existed. Business correspondence is the principal means used by a business organization to keep in touch with its customers. It is

2、 essentially a kind of writing communication activity. Whether it will succeed or not depends largely on the use of langrage. The parties involved will endeavor to win the most benefits while maintaining cooperation with each other. Therefore, it is necessary to adopt appropriate language strategies

3、 for the parties involved. Politeness strategy is the most commonly used one that contributes to the successful business correspondence writing. Politeness strategy can enhance the mutual trust and understanding in the communication. This paper attempts to adopt the angle of pragmatic scale: Brown a

4、nd Levinsons politeness theory and Leechs politeness principle to analyze its application in business correspondence and put forward the strategies of realizing the politeness principle in business correspondence writing in the aspects of grammar, lexis and “you attitude”. Through case study, the th

5、esis highlights the importance and the practical use of politeness principle in business correspondence. At the meanwhile some typical mistakes are pointed out, to which more attention should be paid in the business correspondence writing.Key words: business correspondence politeness principle appli

6、cation strategy摘 要自世界村这个概念出现以来，英文商务信函在商业事务中占据了相当重要和不可或缺的地位。商务信函作为商务组织沟通联系客户的重要手段，其信函中的语言表达会大大作用于沟通双方对彼此的印象。作为一种重要的书面沟通形式，商务信函中语言运用是否恰当，对沟通的成功与否起到了关键作用。沟通双方在与对方合作的同时，都力图赢得最大利益，因此，在信函沟通中使用有效的语言策略是必要的。其中，礼貌原则策略在商务信函写作中应用极为广泛，也是一种行之有效的方法。礼貌语言策略能增加沟通双方的信任度，提高书信沟通的自觉性，增加信函沟通的成功机会。本文试从语言学的角度, 并以此作为理论基础,采用B

7、rwon and Levinson的礼貌理论和Leech的礼貌原则分析礼貌在商务信函中的应用。在此基础上，提出有效的实现商务信函中礼貌原则的相关策略。本文从三个方面：语法，词汇和“You-Attitude”的角度并通过大量的例子阐述这三种策略。例子的生动表述，礼貌原则在商务信函中的重要性和现实意义得到了重视，并且在例子中通过对比分析说明违反礼貌原则的典型错误和造成的不良后果，以此引起人们在撰写商务书信时的特别注意。关键词：商务信函 礼貌原则 应用 策略ContentsAcknowledgements.iAbstract(English) .iiAbstract (Chinese).iiiInt

8、roduction .11 Politeness principle and the relevant theories.22.1 Definition of politeness.22.2 Pragmatic scales of politeness.3 2.2.1 Brown and Levinsons Face Theory.3 2.2.2 Leechs Politeness Principle and its Maxims.42.3 Politeness strategy.63. Application of politeness principle in business corre

9、spondence.73.1 Application of Brown and Levinsons face-threatening acts (FTAs) in different types of business correspondence.73.2 Application of Leechs politeness principle in business correspondence.10 3.2.1 Application of Tact Maxim103.2.2 Application of Generosity Maxim.113.2.3 Application of App

10、robation Maxim.133.2.4. Application of Modest Maxim.143.2.5 Application of Agreement Maxim.163.2.6 Application of Sympathy Maxim.174. Strategies of realizing the politeness principle in business correspondence writing.194.1 Grammar strategy.194.1.1 Passive voice sentence pattern.194.1.2 Using affirm

11、ative structures.204.1.3 Interrogative clause.214.1.4 Conditional sentence.224.1.5 Past tenses and progressive tenses.234.1.6. Subjunctive mood.24 4.2 Lexical strategies.254.2.1 Positive words instead of the negative ones.254.2.2 Soft words.264.2.3 Hedging words and phrases.28 4.3 Strategy of “You-A

12、ttitude”.295. Conclusion.31References.33On the Politeness Principle in Business Correspondence Writing1. Introduction22. Politeness principle and the relevant theories32.1. Definition of politeness32.2. Pragmatic scales of politeness42.2.1. Brown and Levinsons Face Theory42.2.2Leechs Politeness Prin

13、ciple and its Maxims52.2Politeness strategy73. Application of politeness principle in business correspondence83.1. Application of Brown and Levinsons face-threatening acts (FTAs) in different types of business correspondence83.2. Application of Leechs politeness principle in business correspondence1

14、13.2.1. Application of Tact Maxim113.2.2. Application of Generosity Maxim133.2.3. Application of Approbation Maxim143.2.4. Application of Modest Maxim163.2.5. Application of Agreement Maxim183.2.6. Application of Sympathy Maxim194. Strategies of realizing the politeness principle in business corresp

15、ondence writing214.1. Grammar strategy214.1.1. Passive voice sentence pattern214.1.2. Using affirmative structures224.1.3. Interrogative Clause234.1.4. Conditional sentence244.1.5. Past tense and progressive tense264.1.6. Subjunctive mood264.2. Lexical strategies284.2.1. Positive words instead of th

16、e negative ones284.2.2. Soft words294.2.3. Hedging words and phrases304.3. Strategy of “You-Attitude”315. Conclusion33References351. Introduction With the globalization of world economy, business communication is becoming more and more important. Business correspondence, as a major form of communica

17、tion in the commercial world, plays a significant role in the administration and operation of a business activity. Nowadays business operations are not restricted to any locality state or nation. Business correspondence has been increased because of the vast expansion of business, increases in deman

18、d as well as the supply of goods. Therefore, to improve the quality of business correspondence is very important.“Politeness, which is a social phenomenon, touches upon every aspect of life. It is of great concern with sociologists, sociolinguistics, social anthropologists and social psychologists.”

19、 (Chen, 2005). In business correspondence, politeness is the most important motivating factor of choosing what kind of language should be used and what kinds of approaches to arrange the letter (Lan, 2004: 3). How we say something is as important as what we say since the content and the form are two

20、 sides of the same object. That is to say, politeness accounts for most of the deliberate use of certain structures, organizations and selections of specific linguistic forms in business letter writing. In this paper, it focuses on several aspects to analyze the politeness principle in business corr

21、espondence writing. In order to give a firm theory foundation from the points of the definition of politeness and its pragmatic scales, the thesis basis on Brown and Levinsons face theory and Leechs politeness principle and six maxims. Through analyze the manifestation of politeness principle of the

22、 above theory in the correspondence to expatiate the application of politeness principle in business correspondence. On the base of the above theory and cases study, the thesis summarizes and put forward some strategies which are connected with predecessor and innovation of the paper to improve the

23、quality of business correspondence, such as grammar strategies, lexical strategies and “You-Attitude” strategy, which can realize the quality of correspondence. Through these analyses the paper aims at helping understand the importance of politeness in business field and use politeness strategies in

24、 more effective way and helps those who involved in business affair do business smoothly and successfully. 2. Politeness principle and the relevant theories2.1. Definition of politeness According to the Dictionary of Language Teaching and Applied Linguistics, politeness is defined as the combination

25、 of interpersonal consideration and linguistic choices affecting the form and function of linguistic interactions (Richard, 2000:352). Brown and Levinson (Brown and Levinson, 1987: 52) define politeness as a redressive action taken to counter-balance the disruptive effect of face-threatening acts. L

26、ayoff (Layoff, 1973: 124) holds that politeness is a device used in order to reduce friction in personal interaction. In the foreword for the book Politeness: Some Universals in Language Usage by Brown and Levinson (Brown and Levinson, 1987: 76), Gumperz says that politeness is basic to the producti

27、on of social order and a precondition of human cooperation. Watts (Watts, 1992:50) believes that polite behavior is “social-culturally determined behavior directed towards the goal of establishing and/or maintaining in a state of equilibrium the personal relationships between the individuals of a so

28、cial group, whether open or closed, during the ongoing process or intention”. According to Sell, all languages operate within politeness parameters and politeness or sensitivity to politeness considerations is mankinds patent, sleepless superego (Watts, 1992: 114). In addition, Holmes (Watts, 1992:2

29、85) points out that being linguistically polite is often a matter of selecting linguistic forms which express the appropriate degree of social distance or which recognize relevant status differences. The above mentioned definitions contribute to the essence of politeness. On the whole, politeness is

30、 not merely recognized as a means of conveying information, but also an equally important means that helps to establish and maintain social bonds with others in communication, whether an oral or written one. In another word, politeness is a set of patterns to show considerations for other and to cre

31、ate interpersonal harmony. 2.2. Pragmatic scales of politeness2.2.1. Brown and Levinsons Face TheoryThe face theory is developed by Brown & Levinson. They propose that everyone has a face want in conversations. Face is “the public self-image that every member wants to claim for himself. It is emotio

32、nally invested and that can be lost, maintained, or enhanced and must be constantly attended to in interaction” (Brown and Levinson, 1987:58). There are two aspects of the face: Positive Face and Negative Face. A persons positive face indicates the need to be accepted, even liked, by others, to be t

33、reated as a member of the same group, and to know that others share his/her wants, while a persons negative face refers to the need to be independent, to have freedom of actions, and not to be imposed on by others. Generally speaking, all the parties involved in communications should try their best

34、to save each others faces, for the loss of face of one party may result in the loss of the other. Brown and Levinson considered that all the speech acts are face-threatening acts (FTAs). Thats to say, a persons speech can be interpreted as a threat to anothers face or his own face. The face-threaten

35、ing act always presents a threat to peoples speech communication. Therefore people must handle it appropriately by using some effective measures and strategies. The polite language is the best pragmatic strategies (He, 1997:105). It can deal with FTA much better than anything else so that people wou

36、ld be able to communicate successfully, especially in the commercial communication. How to apply FTA theory properly will benefit a lot in the business correspondence writing. 2.2.2Leechs Politeness Principle and its MaximsLeechs Politeness Principle can be stated as follows: other things being equa

37、l minimize the expression of beliefs which are unfavorable to the hearer and at the same time(less important) maximize the expression of beliefs which are favorable to the hearer. Modeling himself after Grices Cooperative Principle, Leech (Leech, 1983:132) sum up six maxims of the Politeness Princip

38、le as follows:(i) TACT MAXIM (a) Minimize cost to other(b) Maximize benefit to other(ii) GENEROSITY MAXIM(a) Minimize benefit to self(b) Maximize cost to self(iii) APPROBATION MAXIM(a) Minimize praise of self(a) Maximize praise of other(iv) MODESTY MAXIM(a) Minimize praise of self(b) Maximize dispra

39、ise of self(v) AGREEMENT MAXIM(c) Minimize disagreement between self and other(d) Maximize agreement between self and other(vi) SYMPATHY MAXIM(a) Minimize antipathy between self and other(b) Maximize sympathy between self and otherAccording to Leech, Tact Maxim is the most important maxim in English

40、 speaking countries. Since the primary language used in the international business correspondence is English, Tact Maxim is thus of special significance. In conflict situations, the function of the Tact Maxim is a negative one: it is a means of avoiding conflict. The action of this maxim is to cause

41、 us to suppress, to play down, to hedge, beliefs which are costly to the reader of hearer (Leech 1983:104). Each maxim has two sides of a problem: the former is other-centered. The six maxims are often used in interpersonal communication. In the following parts in this paper, itll mainly adopt some

42、of these maxims in the analysis of business correspondence.2.2Politeness strategyBrown and Levinson suggest some politeness strategies to save face, such as positive politeness strategy, negative politeness strategy and off-record politeness strategy. (Brown and Levinson, 1987:121)Positive politenes

43、s strategy leads the requester to appeal to common goal, and even friendship, via expressions (George, 2003:64). It orients to preserving the positive face of other people. Informal pronunciation, shared dialect, slang expressions, nicknames, more frequent reference to speaker and hearer as we and l

44、ess indirect requests are the common ways of the positive politeness strategy. For example:(1) As far as the samples are concerned, well be ready as soon as possible. Negative politeness strategy: it orients to preserving the negative face of other people. This is more likely if there is a social di

45、stance between the speaker and the hearer. Then nicknames, slang and if formal pronunciation tends to be avoided and requests tend to be more indirect and impersonal, often involve “could you”, or “could I ask you to.”, or even refer to the hearer in the third person. For example: 2) Audience is ask

46、ed to turn off their cell phones in the concert.Negative Politeness also involves more frequent use of the expressions like “please”, “possibly”, “might”, “Im sorry but” etc. Off-record politeness strategy: through which the hearer is not directly addressed. The speaker does not have to ask for anything. He can hint his need or express his needs equivocally and generally (George, 2003