分析国际商务函电中的礼貌原则.doc

摘要 uk essay随着全球经济一体化的发展 ,商务英语函电在国际商务活动中的沟通作用日趋明显 ,而国际商务函电最重要的语言特征就是 “礼貌原则” 。得体的商务函电是影响国际商务活动成功的重要因素 ,本文着重分析了国际商务函电中的“礼貌原则” 应用与研究。 随着国内贸易的迅猛停滞 ,商务英语正在寰球经济贸易运动中施展着主要的作用。商务函电作为国内商务运动沟通最罕见的一种形式和商务英语主要的形式之一 ,为言语学家和贸易内行所钻研。得体的经贸信函、 松散的经贸合同、 精确正确的经贸纪律文件 ,无疑会反应经贸运动的成功停止。因而 ,咱们很有多余对于反应国内经贸运动的主要因素 商务函电的礼数准则停止钻研。 一、 言语的竞争准则和礼数准则 美国言语哲学家格赖斯( H. P. Grice)以为 ,正在言语交际运动中 ,外交单方为了到达一定的指标 ,均盲目地恪守合作准则(cooperative principles) ,正是这种竞争使得外交双方可以延续地停止成心义的言语外交。竞争准则详细表现为四条原则: 1. 单位原则(maxim of quantity) ,即便本人所说的话到达所请求的详细水平。2. 品质原则(maxim ofquality) ,即没有要说本人以为是没有实正在的话 ,没有要说本人缺乏剩余根据的话。3.联系原则(maxim of relation) ,即谈话要贴且 ,要有头绪。4. 形式原则(maxim of manner) ,即说话要留意形式、 办法 ,防止歧义 ,防止噜苏1 。英国言语学家 Geoff rey Leech正在此根底上提出了商务外交的礼数准则( Politeness Principle) ,并将其分成十二大准则:1.战略原则( Tact Maxim)Minimize cost to other 使别人受损最小Maximize benefit to other 使别人受害最大2.大方原则( Generosity Maxim)Minimize benefit to self 使本人受害最小Maximize cost to self 使本人受损最大3.表扬原则(Approbation Maxim)Minimize dispraise of other 过分少贬损别人Maximize praise of other 过分多赞美别人4.谦卑原则(Modesty Maxim)Minimize praise of self 过分少赞美本人Maximize dispraise of self 竭力夸张对于本身的贬损5.分歧原则(Agreement Maxim)Minimize disagreement between self and other 尽量缩小与别人的一致Maximize agreement between self and other 过分增多与别人的分歧6.怜悯原则( Sympathy Maxim)Minimize antipathy between self and other 过分减少对于别人的好感Maximize sympathy between self and other 过分增加对于别人的怜悯Leech的礼数准则以 “本人” 和 “别人” 为核心 ,把圆心倾向 “别人” ,过分为 “别人” 的利益、 感觉和需求考虑 ,而把本人的利益放正在主要位置。那样做的益处是失掉别人的尊重和反感 ,促进单方的情感和友情 ,从而完成外交手段2 。 二、 礼数准则正在商务函电中的使用综合 (一)战略原则( Tact Maxim)叫做 “战略” ,是指谈话人如何考究形式办法以到达自己正在语言外交中的手段。就是站正在对于方的立场遭到尊重。详细讲就是正在会谈中 ,要缩小抒发利己的观念 ,过分缩小对于本人的受害 ,过分扩展对于本人的受损。那样简单失掉对于方的反感 ,再不于买卖的顺利。相似 ,Dear Sir ,Thank you for your inquiry of November 22 , 2005.Enclosed is our price list . A catalog has been airmailed toyou under separate cover . This company has exported win2ter clothe for years to your count ry , Canada , and NorthEuropean count ries. You may be sure that your order willbe profitable.Also , because our yearly production is about 1 millionpieces the largest of all companies in China our prices arealways lower than others.We look forward to receiving your reply.Sincerely ,John SmithEncl : a copy of price list该信函的手段是向买方转达消息 ,回复问路 ,更主要是报出价钱 ,指望对于方能承受价钱。为了到达手段 ,卖家人采取了得体的战略 ,联合 “使别人丧失最小” 的准则 ,正在信中除了需要与问路间接有关的价钱表、 节目表外 ,还向对于方需要了其余有用消息 ,如引见本公司入口历史、 入口的国度、 生产威力等 ,并明白地让对于方置信其订单会带来丰富的成本。“You may be sure that your order will be profitable” 。这样 ,既让买方置信谈话人是业余入口商 ,又思忖到了买方的利益。 (二)大方原则( Generosity Maxim)“大方” 的详细做法是:谈话人要遵守本人少争利益 ,扩大对于本人的受损。表现正在商务英语中就是要多采纳 “对于方姿态(other at titude)” , 少采纳 “自我姿态( self at titude)” ,正在商务函电交往中特别如此。没有少东方人无比看重邮寄的姿态成绩 , 因而正在邮寄时要目中有人 , 要把接收者放正在心上 , 思忖他的希望、 艰难、 背景、 感觉和对于此信能够做成的反响之类 , 而后从对于方的角度起程来解决事件 , 过分扩展对于方的受害3 。例: “Please call me in the morning between9 and 11.”这句话彻底是从利己的立场说的 ,若改为 “I dbe glad to have you call me any morning between 9 and 11.”那样一改以后 , 始终句意义一样 , 但成效一模一样 ,后者充足思忖到了对于方的利益。虽然贸易单方最终的手段是成本最大化 ,但单方的让步总是时有发作 ,恰当的让步往往是贸易顺利的道路 ,以次的一封报价回复函 ,把 “大方准则” 使用得恰到益处。Dear Mr ,We are sorry to learn your fax of 22 August that youfind our prices too high. We do our best to keep prices aslow as possible without sacrificing quality. To this end weare constantly enquiring into new methods of makingshoes.Considering the quality of the shoes offered we do notfeel that the prices we quoted are at all excessive , but bear2ing in mind the long - standing relationship between ourfirms , we have decided to offer you a special discount of3 % on an order exceeding 10 ,000. We make this allow2ance because we should like to continue to do business withyou , but we must st ress that it is the furthest we can go.We hope this revised offer will now enable you to place anorder .4 John Smith 率先 ,卖家强调正在没有反应品质的大前提下 , 曾经尽能够把报价降到最低 ,其次 ,强调思忖到单方临时优良的竞争关系 ,决议对于超越 1 万英镑的订购 ,再寄予 3 %的尤其倍数。卖家笔者充足应用虚构语气、 主动语态等礼数词语 ,既抒发出对于对于方的充足尊重 ,又坦率地抒发出己方的下线。做到了既没有丧失己方利益 ,又体现出了 “本人少争利益” 的大方姿势 ,从而使买方更简单承受。 (三)表扬原则(Approbation Maxim)因为单独利益的驱动 ,国内贸易中交易单方都无比注意构建和谐的联系 ,单方的沟通是 “横向沟通” ( horizontalcommunication) 。因而 ,能推进沟通的 “表扬原则” 常常贯穿于商务信函中。即便有争议、 回绝或者理赔等令人绝望的事件发作 ,也应本着 “少说没有表扬外人” 的话的准则去外交。假如一方没有能或者全体没有能赴约而形成另一方丧失 ,正常应敌对于商量 ,找出办法补偿丧失是处理成绩的最佳道路。因此 ,生意信函中很少涌现指摘的字句。但正在示意回绝或者失望时 ,要过分运用宛转、 委婉的语气以削弱消沉语气 ,同声要踊跃确定对于方准确的一面 ,给对于方以充足的尊重。如:Dear Sir ,Thank you for your fax of 22 August . We are indeedsorry you find our price too high. Our quoted prices leaveus with a small profit and if it were not for the regular or2ders we receive f rom a number if our customers , we couldnot have quoted for supplies even at those prices.Our prices already make full allowance for large ordersand , as I am sure you know , we operate in a highly com2petitive market in which we have been forced to cut ourprices to the minimum. We wish we cuold lower our pricesbut unfortunately we cannot do so.Despite our inability to offer you lower prices , we stillhope we may receive an order f rom you.John Smith 本信函的手段是拒相对于方提价请求 ,然而信的扫尾 ,以感激的口气起笔并谈到对于方的请求。而后 ,经过用虚构语气的句型 “if it were not for the regular orders we receivef rom a number if our customers , we could not have quotedfor supplies even at those prices.” ,坦率注明没有能提价的原因 ,齐头并进一步注释本报价曾经是最优越价钱。并抒发了得到对于方订单的指望。 该信函拙劣地使用了 “表扬原则” ,拒绝了对于方降阶请求。 4 (四)谦卑原则(Modesty Maxim)谦卑正在生意信函中就是 “少赞美本人” , “夸张本人的没有是” ,并要主观地否认本人的弄错。相似:Dear Sir ,Re : Your L/ C No. 5757 covering your Order No. 134Thank you for your extension of your L/ C No. 5757.Today we shipped the above consignment on board S. S.“Nellore” which sails for your port tomorrow.Enclosed please find one set of the shipping document scovering this consignment , as follows :(1) One nonnegotiable copy of B/ L ;(2) Invoice in duplicate ;(3) Packing list in t riplicate ;(4) One copy of Manufacturer s Certificate of Quali2ty ;(5) One copy of Insurance Policy.We are glad to have filled your order af ter long delayand t rust that the goods will reach you in time to meet yoururgent need and that they will turn out to your completesatisfaction. We will fill your future orders promptly andmore carefully.Sincerely ,Smith 率先 ,卖家感激对于方竞争将信誉证延期 ,便于昔日装“Nellore” 轮发货。 而后 ,告诉对于方一切装船材料。 最初 ,表达出仔细施行订单 “We will fill your future order” 的意义。卖家示意出的 “谦卑” 能够给对于方容留比拟 “仔细” 的记忆 ,能起到保护优良贸易联系的作用5 (五)分歧原则(Agreement Maxim)正在实践生涯和商务会谈中 ,咱们时常有和外人看法没有一致的时分。率先 ,能够采纳 I m sorry , I m af raid , itseems to me 等句型来激化语气。相似:(1) I m sorry to say , Madam Wan , I can hardly a2gree to such terms.(2)Dear Sir ,Thank you for your quotation of 20 August and for thesamples of shoes you send us. We appreciate the good qual2ity of your shoes , but unfortunately your prices appear tobe on the high side even for shoes of this quality. We regretthat at these prices we cannot place an order .We , however , like the quality of your goods andwould welcome the opportunity to do business with you.May we suggest that you make some allowance on yourquoted prices so as to int roduce your goods to our custom2ers ?YoursOurs faithfully ,John Smith这是一封买方对于报盘的回复函 ,手段是请求卖家寄予价钱折让。固然对于价钱有异言 ,然而该函率先提及对于方认同的意见 ,确定了鞋的品质高 ,而后才提出一致“ yourprices appear to be on the high side even for shoes of thisquality” ,那样能使卖家易于承受没有同点。实正在赞誉鞋的质量 ,提及单独点 ,同声 ,做作地提出了倍数要求 ,大大进步了接续对于话和买卖的能够性。 (六)怜悯原则( Sympathy Maxim)就是过分多从对于方的立场思忖。例:Dear Sir ,Up to now no news has come f rom you about the ship2ment . We were wondering if heavy bookings on y