The Politeness Principle of Writing Business Letters.doc

第13页The Politeness Principle of Writing Business LettersIntroductionBusiness correspondence is a basic activity involved in trade, and remains a very important form of communication even nowadays. They deliver their companies images to the public. Business letters are often arrangements or regarded as evidence of a contract. They are written for information exchanging and bridge over the desires between buyers and sellers. The most effective letter should be easy to read and easy to understand. It must be friendly and courteous. We should bear in mind the point that business letters play an important role in the development of goodwill and friendly trade relationships.1.1The Importance and Function of Business LettersBusiness refers to the buying and selling of both goods and services, including all those activities involved in providing the goods and services needed or desired by people. International business communication is a process by which an oral or written message is exchanged between individuals or organizations of different cultures through a common system of symbols, signs, or behavior, with a view to producing actual effects in business.Effective business communication is the lifeblood of every business organization. Any business organization cannot function without business communication, since a business organization is a group of people organized for business, whose activities require those involved to interact and react to exchange information, ideas, plans, and proposals; to co-ordinate and to make decisions. The behavior of the members of an organization can have a far-reaching effect on the reputation and ultimate success of the company. Therefore, communicating effectively can contribute in a variety of ways to the development of the business organization because successful messages can eliminate unnecessary-disputes, save time and expense, create favorable impression, enhance goodwill, and help to increase the companys profit. However, all those require one to be quite familiar with the recipients culture to behave properly while doing business. Otherwise one would be considered impolite or rude, leading to unexpected failure in the process of doing business. Therefore, it is important not only for the Chinese to know about the foreign cultures, for example, the English-speaking countries, but also for those foreigners to know about Chinas.In a word, the impression created by a politely written business letter can be a crucial factor in successful communicating with our business counterparts. It is concerned with the successful transfer of an idea from one to another, which is a vital factor in making our business communication run smoothly and effectively. Business communication may take many forms, such as letters, reports, telegrams, cables, telexes, resumes and printed forms that are used for special goals. Here, we will concentrate on the letters, because the purpose of the study is to facilitate international business communication. Moreover, letter is the main form used to exchange information between business organizations. Therefore, choosing letter can make the results of the study more representative and more helpful. In addition, it will be easy to collect data for the study.1.2Principles of Business LettersCorrectnessCorrectness means not only proper expressions with correct grammar, punctuation and spelling, but also appropriate tone which is a help to achieve the purpose. It is likely to convey the real message in a way that will not cause offence even if it is a complaint or an answer to such a letter. Business letters must be factual information accurate figures and exact terms in particular, for they involve the right, the duties and the interest of both sides often as the base of all kinds of documents. Therefore we should not understate nor overstate as understatement might lead to less confidence and hold up the trade development. While over statement throws you into an awkward position.CompletenessAs you work hard for completeness, keep the following guidelines in mind: Why do you write the letter, what are the facts supporting the reasons, whether you have answered all the questions asked or not and what the reader is expected to do.ConcretenessWhat the letter comes to should be specific, definite rather than vague, abstract and general. Take, for example, some qualities or characters of goods that should be shown with exact figures and avoid words like short, long or good. Give specific time (with date, month, year and even offer hour, minute if necessary).But avoid expressions such as yesterday, next month, immediately and etc.ConcisenessConciseness means complete message but briefest expression with no sacrificing clarity or courtesy. A good business letter should be precise and to the point. Single words are more efficient than phrases. Wordy languages and redundancy require more time and money to type and to read. They are not what modern business people want.CourtesyCourtesy means to show tactfully in your letters the honest friendship, thoughtful appreciation, sincere politeness, considerate understanding and heartfelt respect. Answer letters in good time and write to explain why if you fail to do it promptly. Even if you dont think the recipient is right, you should still respond tactfully and politely. Sometimes it is a help to use you-attitude instead of I-attitude. Politeness Principle 2.1 The Concept of Politeness Principle in Business Letters The politeness principle is the basic demand of the writing of the commercial correspondence, it involves factors such as the language, communication skill, commercial knowledge, culture background,etc., have much characteristics of modern English. courteous, proper It is the soul of commercial English letter, the purpose is for establishing and keeping the interpersonal trust relation or business reputation, the courteous language plays an essential role in the exchange of information. The politeness principle has determined the courteous intensity in the commercial correspondence must be higher than the daily letter.2.2 The Application of the Politeness Principle2.2.1 Tactics Criterion and Generous Criterion These two criteria are often used in the order and promise, for consult information, offer counter offer, confer terms of payment, ask for free product and pay for credit side type carry on negotiation respect more applicable. For instance: Should you desire, we would be pleased to send you catalogs together with export prices and estimated shipping costs for these items. (If you need, our company will be willing to send the export prices of the catalogue and these projects and traffic expense estimated in advance. ) We should be obliged if you would let us have some names and addresses of likely importers of good standing from your customers, together with brief credit reports on them. (If you would tell your think name and address of the reliable import trading company among the customer, enclose their credit bulletin, will thank you very much. ) The above-mentioned two examples have reflected the courteous spirit of trying hard to make the other side benefited from different sides suffering a loss by oneself. For instance, Should you desire, we would be pleased to (If you need, our company will be happy And We should be obliged if you (If you would Will thank you very much) It is typical you-attitude that this can be regarded as (the other sides attitude) Write way. It proceeds from the other sides position and treats the thing, has desalinized with the subjective position of the writing of the first person, let the other sides maximum benefit from the other sides maximum. 2.2.2 Praise Criterion and Modest CriterionPraise criterion and modest criterion. These two criteria demand to try hard to reduce to others belittling, exaggerate to others commendation and narrow the commendation to oneself, exaggerate and belittle to oneself. These two criteria are common sounding out the cooperative purpose, discussing cooperative details in the commercial correspondence, or in the letter of thanks. For instance: We were pleased to know from your letter of 24th October of your interest in our products and enclose the catalogue and pricelist asked for. Also enclosed you will find details of our conditions of sale and term of payment. (Present with respect and read the letter on October 24, is glad to learn you are interested in our products. Enclose your required goods catalogue and price-list, the condition and term of payment that the ones that enclose to us sell goods now. )2.2.3 Identical criterion Identical criterion. According to this principle, both sides of trade should try hard to expand unanimity, reduce difference. So, this criterion, about complaining, condemning the letter in reply of letter of this type is very helpful to our writing. We have gone into the matter and we are prepared to make you a reasonable compensation, but not the amount you claimed, because we cannot see why the loss should be 50% more than the actual value of the goods. The letter writer indicates that would like to bear corresponding responsibility at first before pointing out the amount of money of the other sides claim is unreasonable in figure, the purpose lies in trying hard to dispel the obstacle of the negotiation, thus expanded the unanimity of both sides, have ensured the smooth carry-out of cooperation.Representation of Politeness in Business Letters3.1 Politeness Positive Representation in Business LettersGenerally speaking, politeness strategies totally include Approbation, Sympathy, Agreement, and Intimacy in business correspondence.3.1.1 ApprobationIn Brown and Levinsons viewpoint in the business correspondence, Approbation is such a strategy that it helps meet audiences requirement. It is communication activator. It helps satisfy the audiences amour-propre by using compliment and fair words so that the audiences attention and interesting is aroused. Using appropriate words can bring happiness and satisfactions in life in different occasion, and make the friendship better. In business correspondence, it is necessary to praise the addressee usually, but not over praising. Even if the addressees reputation, products, and technology is worthy of being praised, we also need to keep the praising words in control, and avoid the over magnified words. “Too much water drowned the miller.” So while writing business letters, the writer must obey Politeness Principle and try to apply the Approbation as much as possible, besides, the writer also need to praise the addressee by appropriate words.The following sentence is a classical example: We find both quality and prices are satisfactory and are pleased to place an order with you for the following: This praising sentence makes the addressee feel comfortable, without magnified. 3.1.2 SympathyChinese think that both of sentiment and sympathies are very important, people often think of the others and comprehend them, especially when someone is unhappy or suffered from disaster. And Chinese will express sympathies and send regards to those people who are unhappy or suffered from disaster. This is named Sympathy.An old says “A friend in need is a friend indeed.” It is also fit for being along with business friends. When friends are unhappy or suffered from adversity, it will make the friends feel touching if writers express sympathies and send regards to the friends, in spite of helping friends or not. And this kind of behavior shows that the writer is very kind and polite. For example,We acknowledge receipt of your letter dated the 3rd this month enclosing the reprography of the insurance policy, we are regret for your loss.This is a letter about a company talking on delivery time with the other company, which is suffering losing. In the letter, the writer expresses sympathies and regards to the addressee. This makes the addressee think that “A friend in need is a friend indeed.” and it is worth of doing business with the writer. 3.1.3 AgreementIn business correspondence, Face Threatening Acts is represented when the writer can not agree with the addressees viewpoint or the addressees request is unwilling to be satisfied. In order to save the addressees face and reputation and avoid deny the addressees viewpoint straightly, the writer need to avoid expressing the disagreement directly. For example, We sincerely recommend you to accept our proposal as our stocks are getting lower and lower day and day, and we are afraid we shall be unable to meet your requirements if you fail to let us have your confirmation by return.In the example, it will act against the politeness strategies if the writer changed the word “recommend” into “advice”. The word “advice” can be understood as commanding. It seems as the addressee has to accept the advice, otherwise, the addressee will suffer losses. Actually, whether the addressee accepts suggest or not, its up to the addressee. The writer has no right to force the addressee to accept it.In a word, when both parties standpoints cant unify, the writer should comprehend first and respect the standpoint of the addressee. But the writer can argue on the basis of reason in the ordinary time, explain the writers viewpoint if the addressees suggestion is unreasonable or the addressee criticizing the writer is unfair, pay attention to the politeness, and avoid using the language offending nature.3.1.4 Intimacy In business correspondence, if the writer and addressees friendship is very well, the writer can show the friendship to the addressee by calling the addressee geniality by using words like “us” , “we”, “our”, etc, or taking certain suggestion into consideration on the addressees position. This is called Intimacy. For example,In view of our longstanding business relationship that we make you such an offer. In the example, using the word “our” skillfully shows that the writer takes addressee as partner. Using this kind of amiable words helps writer save the addressees face, and make the purpose of mutual benefit come true.3.2 Politeness Negative Representation in Business LettersIn Brown and Levinsons, negative face is stated as someone hope not to force upon the other people, and to be out of the other peoples interference, or baffling. Negative face of politeness strategies is that the writer wants to do something to satisfy the addressees Negative face wants. For instance, as soon as the request, command and advice referred to, the addressees private space will be intervened. In order to save the addressees face and reputation, the writer need to use the politeness strategies. In business correspondence writing, politeness negative representation totally includes Euphemism, Respects, and Apology.3.2.1 EuphemismEuphemism is the way to cut down face threatening acts, even avoid it. When referring proposal, requirement and criticizing, the writer will use certain expression to cut down the particle or relax so that the addressee can accept and avoid face threatens. For example,Excuse me, I was wondering if you could possibly send us your latest sample machine?In the indirect requirement, pragmatics, which needs to be put into the leading post and maintained, has difference in different culture. 3.2.2 RespectRespect is stated to feel or show honor or esteem for; hold in high regard; to consider or treat with deference or dutiful regard.In the politeness principle, Respect is that the writer utilizes the humble words to reduce itself or raises the addressee to reveal that the both parties statuses are difference. It means that the writer do respects to the addressee. The writer maintains and saves the addressees negative face and reputation by using words to promote addressees status, and lower an own status in order that the writer avoids the latent conflicts and achieves the goals of communicating with the addressee successfully.“You-attitude” unassertively, is embodying on attitude. And try to use “you”, “I” as much as possible. Not only should the writer stand on the own position in writing business letters, but also the writer should always stand on the addressees position to calculate everything. If the writer tries to use the “you” “your” “your business”, “your needs” instead of “I”, “we”, “my” as much as possible, It will make the addressee think that the writer does respects to the addressee, takes the addressees profit into consideration and stands on the addressees position to calculate everything at times, especially in the beginning of the letters. However, using “we” or “I” in the beginning of the sentences doesnt suggest that the writer use “you” instead of “we” “I” all the time. When both of the parties viewpoints can not meet together, or its addressee fault, it is reasonable to use the first consultation instead of the second consultation. The sentence begins with “you” is a mean to make the addressee think that the writer does respects to the addressee. If the writer uses the sentences begins with the second consultation like “you” in complaining letters, the only result is that it makes the addressee feel sick, even against with the writer. For example,A Your error caused the damage of the goods and you will be responsible for what have happenedB We are regretted to find that the goods has been damaged and we would like to have our representative to look into it.The tune of sentence A is so strong that the addressee couldnt accept. Sentence B which is modified according to the sentence A avoids referring addressees DAMAGE, saves the addressees face and reputation and avoids the latent conflicts with