毕业论文--未排版1.doc

任务：1）为论文添加页码（正文之前为i,ii,iii；正文开始用1,2,3）2）每章另起一页，通过插入分节符实现，并在每章页眉显示本章标题；3）自动生成目录Politeness Principle in Business LettersBy L WSupervisor: Mr June 2010郑 重 声 明本人所呈交的毕业论文，是在导师的指导下，独立进行研究所取得的成果。所有数据、图片资料真实可靠。尽我所知，除文中已经注明引用的内容外，本毕业论文的研究成果不包含他人享有著作权的内容。对本论文所涉及的研究工作做出贡献的其他个人和集体，均已在文中以明确的方式标明。本论文属于原创。本毕业论文的知识产权归属于培养单位。本人签名： 日期： AcknowledgementsIm extremely grateful for the support from my supervisor, Mr , for his invaluable guidance. Though quite busy, he showed unfailing patience in proof-reading my thesis and provided many valuable suggestions for my improvement. His instruction offered enlightenment for the completion of my thesis.I must also thank all the teachers who have taught me in my whole college life for they have offered me warm encouragement and good advice.Finally I wish to express my deep gratitude for all the teachers and friends who have helped me with my thesis, my study, and my college life in the four years. Their help and friendship will inspire me to go ahead always.Politeness Principle in Business LettersAbstract English business letters are important means for people doing business around the world to communicate with each other. And politeness plays a key part in helping them to gain their objectives in the correspondences. But in correspondence, how can the writer show politeness and respect to the reader? Based on the politeness principle, together with the characteristics and principles of business correspondence, this paper analyzes the politeness principle in business correspondence through specific examples. It concludes that politeness principle plays an important role in modern business correspondence. This paper introduces Speech Act Theory of Austin, indirect Speech Act Theory by Searle，Cooperative Principle of Grice and Leechs politeness principle. After studying these theories, some detailed principles in tone, voice and grammar are concluded. Key words: politeness principles, business letters, respect外贸函电中的礼貌原则摘要 商务英语信函是国际贸易中人们相互交流与沟通的重要方式。礼貌原则在帮助人们获得最终的商业目的扮演着重要的角色。商务信函代表着一个公司的形象，在信函中，写信者又如何地向读者显示出礼貌与尊重呢？应该注意哪些方面才能体现出商务信函的礼貌。本文以礼貌原则为依据，结合商务信函的特点和原则，通过具体的实例分析了商务信函中的礼貌原则，认为，礼貌原则在现今商务信函中发挥着举足轻重的作用。本片论文首先介绍了礼貌原则在商务活动中的实际作用。从总体上概括了礼貌原则的重要性。 接下来总结了礼貌原则的简要发展史以及一些重要语言学家的重要观点，在总结这些观点基础上，通过列举实例总结出在实践过程中，具体商务信函的礼貌原则应该从格式，语态以及语调方面入手。 关键词 ：礼貌原则， 商务信函，尊重Contents需要自动生成Politeness Principle in Business Letters1 Introduction Nowadays, with the development of international business, the world enters a globalization age that needs more communication, especially in the business field. Most companies and commercial bodies will choose correspondence as a major communication method. The politeness principle is an important part of business letter. This paper analyzes the characteristics and cases of business letters under Leechs theory of politeness principle and gives some cases to explain it. Based on the theory, together with the characteristics and cases, this paper focuses on the politeness principle and its application in business letters, proving that the politeness principle serves as an important aid for writing business letters while attempts to make a brief study of the language style of some polite business letters.2 Literature Review2.1 Importance of Politeness Principle A business letter should include all the necessary information. It is essential to check the message carefully before it is sent out, and the related people must try to express his meaning clearly so that the reader will understand it well. To achieve this, the businessman and businesswoman should try to avoid using the words which have different understanding or unclear meaning. Meanwhile, the business letter stands for the impression of a company even the impression of a country. Sometimes politeness principle is the key of commercial activity. 2.2 Development of Politeness Principle2.2.1 Speech Act Theory In the late 50s of the 20th century, speech act theory was originated with the British philosopher John Austin, and it is an important theory in the pragmatic study of language. According to the speech act theory, people are performing actions when are speaking. Speech act theory tells that a speaker might be performing three acts simultaneously when speaking, that is locutionary act, illoucutionary, a perlocutionary act. (Austin, 1962). A locutionary act is the act of uttering words, phrases, clauses. It is the act of conveying literal meaning by means of syntax lexicon and phonology. An illocutionary act is the act of expressing the speakers intention, it is the act performed in saying something. A perlocutionary act is the act performed by or resulting from saying something. It is the consequence or the change brought about the utterance, and it is the act performed by saying something. Under the theory of Austin, language is well comprehended. 2.2.2 Indirect Speech Act TheoryIndirect speech act theory was pointed out by Searle in 1969. According to Searle, an utterance may include two illocutionary acts, one is literal, and the other is implicated. Indirect Speech Acts can be divided into conventional and non-conventional ones. (Searle, 1975). Conventional indirect speech acts are those illocutionary acts which are customarily used to make indirect speech acts, and both the speaker and the hearer may not be conscious of the literal illocutionary force in those illocutionary acts.2.2.3 Cooperative Principle Cooperative Principle was given by America philosopher Paul Grice in 1967 in Haward. Grice suggests that cooperative principle describes how people interact with one another in social science generally and linguistics specifically. (Grice, 1975). As explained by Paul Grice, introduced it, it states, makes your contribution such as it is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged. Though phrased as a prescriptive command, the principle is intended as a description of how people normally behave in conversation.2.2.4 Politeness PrincipleBased on the speech-act theory of Austin and Searle and the theory of cooperative principle of Grice, British famous scholar Leech proposed the politeness principle in 1983. The politeness principle is the complement of cooperative principle. Both the politeness principle and cooperative principle are widely used in daily life. The two principles are obtained and maintained in conversation. It was said by Leech that politeness can explain and complement cooperative principle. According to Leech, that politeness principle contains six maxims. Tact Maxim: try to lessen the loss to others. The aim of the maxim is to minimize cost to other while maximize benefit to other. Minimize the expression of beliefs which imply cost to other, and maximize the expression of beliefs which imply benefit to other. It means that positive politeness strategy of attending to hearers interests, wants, and needs. For example, in the situation of asking for help or pleasing, there are two examples to compare.1-1 I need help. 1-2 Can you help me?It is absolute that sentence 1-2 is more polite and indirect than sentence 1-1. Sentence 1-1 is full of the attitude of commanding. Generally speaking, the forceful attitude is not welcomed. On the contrary, 1-2 is polite and suitable in requesting. Generosity Maxim: minimum the expression of benefit to self, maximize the express of cost to self. Different from the tact maxim, the maxim of generosity maxim focuses on the speaker, and says that others should be put first instead of the self. 2-1 You relax and let me do the dishes.2-2 You must come and have dinner with us.Sentence 2-2 is too forceful and strong. While the sentence 2-2 stands on the point of speaker, and brings convenience to. It seems that example of 2-2 always asking somebody to do something. (3)Approbation Maxim: the principle states that minimize the express of beliefs which express dispraise of the others and maximize the expression of beliefs which express approval of other. It is preferred to praise others and if this is impossible, to sidestep the issue, to give some sort of minimal response or to remain silent. The first part of the maxim avoids disagreement, the second part intends to make other people feel good by showing solidarity. For example 3.-1 I heard you singing at the karaoke last night. 3-2 I know youre a generous would you know how to solve this math problem here? Sentence 3-1 tells the fact plain, but 3-2 describes the person that you want for help at first, then express you willing. Most of people like to be praised. Like this, it is a polite manner when requiring. Modesty Maxim: try to lessen the praise to self that is minimizing praise of and maximize dispraise of self. For example 4 Oh, Im so stupid-I didnt make a note of our lecture. Did you? When mistake was taken, the better way to solve is to look for mistake on self and it is not suggested to complaint. It is same in the writing on the business letters. Agreement Maxim: the maxim is minimizing the expression of disagreement between self and other, maximize the expression of agreement between self and other. It is not being claimed that people totally avoid disagreement. It is simply observed that they are much more direct in expressing agreement, rather than disagreement. For example5 I dont want my daughter to do this, I want her to do that.Yes, but maam, I thought we resolved this already on your last visit. In the example of 5, it is clear that the speakers show disagreement in something. When coming across the situation, the best is to try the opinion be agreement. In commercial activity, disagreement could lead to the failure of business deal. (6) Sympathy maxim: the sympathy maxim points out that minimize antipathy between self and other, maximize sympathy between self and other. This include a small group of speech acts such as congratulation, commiseration, and expression. For example6 Now we are doing everything in our power to deliver the goods within 5 days. In the meantime we offer you our deep apologies for the inconvenience caused by the delay.When accidents happen, one part not only shows sympathy on the other part, but also takes detailed measures to guarantee the benefit of business partner. The maxims and examples above explain to us why some letters are polite, whereas some are not so polite and some are even rude. 3 Politeness Principle in Business LettersAs a major means of communication in business activities, business letters, which stands for the expression of a company should pay attention to the organize the forms, voice, tone and the wording of a business letters. And use YOU attitude. They are relatively restrained and formal public style, therefore, should be expressed in succinct words and proper sentences. On the other hand, such a practical writing has the specific language style,3.1 Formats of Business LettersA strict and politeness business letters should have correct forms. Business letters should arrange material according the logic. There are order of location, alphabetical order, chronological order, problem solution inverted pyramid. Subject matter is very important, in order to let readers understand the letter, generally speaking, writers should give the subject matter at the first of the letter. Besides, putting writers in the readers shoes. For example, “I look forward to working with you on improving the performance of your inside sales force.” This is a better ending, but should avoid repeating.Besides, the language should accuracy, brevity and clarity. The business letters must be consideration, completeness, conciseness, concreteness and correctness. Business letters must be direct and clear. This is one of the politeness principles of business letters. Accuracy aims to include all necessary details in your communications such as dates, times, figures, sum of money and technical words., communication sometimes fail if the writer has not included all the essential details. It is very frustrating if a phone call has to be made to clarify certain details. For example 7-1 The meeting has been postponed.7-2 The meeting has been postponed to Monday 14 July at 10:30 hours.The sentence7-1 is vague, while 7-2 is getting the information right and accuracy. About brevity, busy businessmen and women do not have time to read long documents. They welcome communications that are direct and to the point while retaining politeness. For example8-1 I should be glad if you would be good enough to advise me when it would be convenient for us to arrange to meet to discuss this matter further.8-2 Please let me know when we can meet to discuss this.The first sentence is difficult to understand, no matter how long the sentence is, but it not able to explain context clearly. However, sentence 8-2 is brief and concise.About clarity, long words are more likely to confuse your reader. Use clear language that your reader will understand, with plain words rather than long words. It seems that the businessman do not have so much time to look up dictionary. Clarity means having clear meaning. The writer must try to express his meaning clearly so that the reader will understand it well. To achieve this, he should try to: avoid using the words which have different understanding or unclear meaning.9 As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services.The word “bimonthly” has two meaning twice a month, or once two months. The reader will feel puzzled about the meaning. But the sentence of the below will be better base on the politeness principle of clarity. It may change it in to the below.10 We have a direct sailing from Hong Kong to San Francisco every two months.The new one will not lead us to confuse, because the sentence have only one meaning.Modifiers are a very important part of politeness principle in business letters. Modify stands for the attitude of a person. Must, have to and the words that have the similar meaning suggest not be used frequently.11-1 We shall be able to supply 10 cases only of the item. 11-2 You have to order 10 cases only of the item.The modifier shall in the sentence11-1 shows the kindly attitude, but the sentence of 11-2 is too hard to accept. Besides, the sentence structure is very important 12-1 We sent you 5 samples yesterday of the goods which you requested in your letter May 25 by airs.12-2 We sent you, by air, 5 samples of the goods which you requested in your letter of May 25 yesterday.Conciseness is to use concise sentences and fewest words, without losing completeness and politeness, to explain the meaning of a letter clearly. And avoid unnecessary repetition.13-1 Will you ship us any time during the month of December, or even November if you are rushed, for November would suit us just as well.It is suggested that it be written as:.13-2 Please ship us by the end of November.There are some ways to be conciseness. Using short sentences, simple words and explanations. Use a word to replace a phrase, use a phrase to replace a sentence, use words to replace clauses. There are some examples: change “at this time “into “now”, and change “due to the fact that” into “because”. Change the sentence” please see that an enquiry is conducted to determine the reason” into “ please find out the reason”. “We require full-automatic washing machine which is of the new type” can be changed into “we require new-type full-automatic washing machine.”As one important part of politeness, concreteness is making the message specific, definite and vivid.There are two examples to compare.14-1 ST858L 5-Band Stereo Radio Cassette Recorder is of functions. According to the concreteness principle, the business letter could express the sentence like this:14-2 ST858L 5-Band Stereo Radio Cassette Recorder can delivers superb FM/MW/LW/SW1/SW2/FM Stereo band reception. Full autostop and automatic quick program search (AQPS SYSTEM).Correctness is the reflection of respect; apply correct information is the basic politeness to readers. The correct information includes correct time, place, number and so on. It is also one of the important focuses of politeness. On one hand, consideration emphasizes You-attitude rather than We-attitude. When writing a letter keep the readers request, needs, desires, as well as his feelings in mind. Plan the best way to present the message for the reader to receive. 15-1 We allow 2 percent discount for cash payment. 15-2 You earn 2 percent discount when you pay cash.You-attitude, stands for the position of the readers. This attitude plays an important part in business communication. You-attitude stands on the point of business partners. It seems that everything is considered from the point of partners, and on the other hand, consideration includes reply immediately. 3.2 Voice of Business Letters“Voice” is a grammatical term that refers to whether the subject of the sentence is acting or receiving the action. Using active voice can considerably improve your writing style. Active voice makes the tone more interesting and lively. Here is a simple example.16-1 Active voice: Tim played the violin. 16-2 Passive voice: The violin was played by Tim.In the first sentence, the subject is the actor. You can almost see Tim playing the violin, totally absorbed in his music. In the