毕业论文--英文版

毕业论文毕业论文 浅析礼貌原则在商务信函中的应用浅析礼貌原则在商务信函中的应用 指导教师 指导教师 学学 生 生 系系 别 别 年年 级 级 XXXXXXXX 学院学院 精品文档 2欢迎下载 二二 0 0 一一年五月一一年五月 ApplicationApplication ofof PolitenessPoliteness PrinciplePrinciple inin BusinessBusiness LetterLetter Tutor Tutor LiuLiu QingyuQingyu Student Student WangWang MiaoMiao 精品文档 3欢迎下载 Department Department SchoolSchool ofof ForeignForeign LanguagesLanguages Grade Grade 20072007 ChongqingChongqing ThreeThree GorgesGorges UniversityUniversity May May 20112011 Abstract Abstract Today politeness principle is more and more important in business and business letter is indispensable in international trade The characteristics and requirements of the language of business letter have its unique form And the writing forms and methods of business letter writing are become more and more important This passage based on previous studies of politeness principle analyzed the characteristic and the role of politeness principle in business letter For politeness principle can be paid special attention in business letter writing 精品文档 4欢迎下载 KeyKey words words business letter politeness principle characteristic role 摘要 摘要 礼貌原则在如今商务交流中越来越重要 而商务信函也在国际贸易中占 据举足轻重的位置 本文结合前人研究成果 浅析礼貌原则在商务信函中的应 用特点和作用 帮助人们加强商务信函写作时对礼貌原则的重视 关键词 关键词 商务信函 礼貌原则 特点 作用 OutlineOutline 1 Introduction 2 Literature review 2 1 The concept of politeness principle 精品文档 5欢迎下载 2 2 The previous studies of politeness principle in business letter 3 The analysis of the usage of politeness principle 3 1 The linguistic feature of politeness used in business letter 3 1 1 The characteristics of personal pronoun 3 1 2 The usage of modal verb 3 1 3 The usage of tense 3 2 The assortment of politeness principle 3 2 1 Application of clarity principle in business letter 3 2 2 Application of correctness principle in business letter 3 2 3 Application of completeness principle in business letter 3 3 The maxim of politeness principle 3 3 1 The usage of agreement maxim in business letter 3 3 2 The usage of sympathy maxim in business letter 3 3 3 The usage of appreciation maxim and modesty maxim in business letter 4 The role of politeness principle in business letter 4 1 The positive effect of principle in business letter 4 2 The negative effect of principle in business letter 5 Conclusion 1 1 IntroductionIntroduction With the development of the global economy business letter has played an important role in modern international trade Business letter has its own unique characteristics and requirements in the 精品文档 6欢迎下载 language The writing forms and methods of writing the business letter are very important And politeness principle is one of the most important methods of business letter writing Geoffrey Leech points out that politeness principle has six maxims tact generosity appreciation modesty agreement and sympathy These maxims are methods of principles which discussed in pragmatics and also have directive function in business letter writing A polite business letter can promote the trade of a deal by valuing other s point of view and their interest and make others feel considerately This passage analyzes the usage of politeness principle and specifically analyzed modesty agreement and appreciation maxim to help people pay more attention to business letter s writing skill This passage is composed of three chapters The first chapter has cited Geoffrey Leech s view point to explain the concept of politeness principle and summarize the previous studies of politeness principle in business letter The second chapter is a specific analysis of the usage of politeness principle This part firstly introduces linguistic feature of politeness used in business letter including the usage of personal pronoun modal verb and tense Then further analysis the assortment of politeness principle applied in business letter involving clarity principle correctness principle and completeness principle Besides the tactics of politeness principle are also discussed in this part including modesty tactics agreement tactics as well as tactics And in the last chapter both the positive effect and negative effect of this principle in business letter is analyzed 2 2 LiteratureLiterature reviewreview 2 12 1 TheThe conceptconcept ofof politenesspoliteness principleprinciple Politeness principle is an explanation for realistic communication In 1967 in order to make sure the conversation in social life goes well American linguistic philosopher Herbert Paul Grice had put forward the cooperative principle which made a major breakthrough in 精品文档 7欢迎下载 pragmatics But sometimes when people are talking their speech usually deviates from the cooperative principle Then Geoff Rey Leech put forward the politeness principle to replenish and complete the cooperative principle In Leech s opinion when people are talking they should maximize the expression of polite beliefs and minimize the expression of impolite beliefs This principle is very important to business letter writing 2 22 2 TheThe previousprevious studiesstudies ofof politenesspoliteness principleprinciple inin businessbusiness letterletter Politeness has been an important factor affecting interpersonal relationship which attracts the attention of lot of linguists And various scholars both home and abroad have given their explanation to this principle from different perspectives They sum up that business letter is not only an intermediary of communication but also a method of developing a friendship and attracting clients When writing business letter we should not only use all kinds of politeness principle flexibly and improve the express skills of politeness but also consider all kinds of the context in international trade and use the language tactics rightly to ensure smooth business cooperation What s more to reply letter in time use the appropriate language respect others be neither humble nor pushy are very important skills in business letter writing The usage of polite language can embodies the respect to each other Therefore the foreign trade staff should know the basic skills of politeness principles in international business correspondence writing well to build up a language bridge of trade 3 3 TheThe analysisanalysis ofof thethe usageusage ofof politenesspoliteness principleprinciple 3 13 1 TheThe linguisticlinguistic featurefeature ofof politenesspoliteness usedused inin businessbusiness letterletter There are many linguistic features in business letter such as the usage of Euphemism and modal verb the roles of personal pronoun and Passive Voice According to the previous studies this paper will specially analyze the usage of personal pronoun modal verb and the tense 3 1 13 1 1 TheThe characteristicscharacteristics ofof personalpersonal pronounpronoun Personal pronoun is very important in business letter especially 精品文档 8欢迎下载 in Britain and American letters In British English the wording always needs to be official and the honorific is always used in letters The most universal honorific is Mr Mrs Miss and Madam In British letter writing Mr Mrs and Messer are all without abbreviation full stop On addressing aspects Dear Sir is the most universal one in business letter If the company you wrote to has only one person you must use Sir or Dear Sir and with a comma behind it In the end of the letter yours sincerely best wishes kind regards yours truly or yours faithfully should be used When we write business letters we also need to pay attention to you attitude It means we should show that we are always considering about our friends and show our friendliness and respect to them Some one said that Remember that the word b u s i n e s s contains both U and I but the U comes before the I This is a good progression for you to remember That is a good explanation for you attitude In order to explain you attitude the second person is always being used 1 To meet your requirement we are willing to make snore concessions to cut 3 of our price if the quantity of your individual purchase is not less than 50 tons This example easily showed us that whether you want to give information or convince others to buy your goods the most noticeable thing is the words you and your Because the usage of the second person can make an impression on you are focus on your partner That makes your partner feel that you are considerate and polite e g 2 1 We are pleased to announce that You will be pleased to know that 2 We want you to do it You will no doubt do it 精品文档 9欢迎下载 In this example sentence 2 is much better than sentence 1 It is more considerable It is fully affirmed that the reader is the center of this business ship 3 1 23 1 2 TheThe usageusage ofof modalmodal verbverb The past tense of modal verb has a function that can relax the mood It can make the letter more polite by using with some words like wonder hope and wish and so on e g 1 It is wondered if you would allow partial shipment I was wondering if you could furnish us with the information about this company In this sentence the writer wants to get information about the company and show his respect to the reader Here the writer puts the reader in a leading role and make the reader feel respected Left leeway for the other party 3 1 33 1 3 TheThe usageusage ofof tensetense In business letter whatever you want to claim to complains or to denies the clause your wording requires to be polite your tone should be tactful When we write fristly we should use declarative sentence and question frequently imperative sentence and negative sentence are avoided Declarative sentence is widely applied in narrative explaination and it is unnecessary to express individual emotional by it And question in letters is a best way to show politeness Secondly passive voice is needed to express negative significance Compared with passive voice initiative sentence always expresses something about blame always make others feel your tone is aggressive That is unfavourable to build a harmonious relationship On the contrary side the sentence which uses passive voice is more circumbendibus and objective For example e g 1 1 A very careless mistake was made during the course of shipment 2 What if the inspection cannot be completed within the time limit In these examples sentence B is more polite than A It can help the final solution of this problem 精品文档 10欢迎下载 e g 2 1 You damaged the case 2 The case was found to be damaged Sentence two used the passive voice and avoids blaming the parties And reduce the embarrassment of the subject Lastly we should be good at using the past tense and progressive tense Some words past tense has a test function it can express request suggestion and advice indirectly and show more politeness than present tense 3 23 2 TheThe assortmentassortment ofof politenesspoliteness principleprinciple Generally speaking business letter writing should insist on keep the following principles consideration completeness clarity conciseness concreteness correctness and the most important one courtesy Politeness principle is not the only means to be polite but also should consider the whole things on the side of you attitude 3 2 13 2 1 ApplicationApplication ofof clarityclarity principleprinciple inin businessbusiness letterletter Clarity principle is that all the sentences in the letter should be clear and show the authentic intention definitely Avoid double meaning of representation To show other person the mean idea straightforward with the simplest words e g 1 As to the steamers sailing from HongKong to Japan we have bimonthly direct services In this sentence bimonthly has double meanings make this order ambiguously Whether the ship sail twice a month or once for two months is a question This may delay the shipment So we must pay special attention to clearity principle in business letter writing 3 2 23 2 2 ApplicationApplication ofof correctnesscorrectness principleprinciple inin businessbusiness letterletter Correctness principle means when we wrote we should use the language and punctuation mark correctly Because business letter is involved in the interest duty and stake of both the sale and buyer mistake is not allowed in writing It is not understatement or 精品文档 11欢迎下载 overstatement Correctness include correct narration correct language correct words correct understanding and usage of trade terms and correct use of another six Cs e g 1 This stove is absolutely the best on the market The purpose of this sentence is to introduce the stove but it shows nothing about the stove s function Instead of a comprehensive introduction it makes a conclusion straightly This will not achieve the purposes on the contrary will make customers feel like cheating So to be correct is important in trade It is a link between another six Cs 3 2 33 2 3 ApplicationApplication ofof completenesscompleteness principleprinciple inin businessbusiness letterletter Business letter should deliver the message completely including the person the time the place the reason and the method 1 Cellulose Tape 1 2 3yds with plastic dispenser 700doz ditto but 1 2 5yds 1 000 doz This is an order about the name of commodity quantity and the type of goods which received by export merchant But this order is not completely The word ditto here means the cellulose tape mentioned in the beginning but with plastic dispenser can not be concluded in it So whether the plastic dispenser is need or not is unclear That will be easily misunderstood and waste both the sales and buyer s time 3 33 3 TheThe tacticstactics ofof politenesspoliteness principleprinciple In Leech s opinion politeness principle has six maxims 1 Tact maxim Minimize the expression which harmful to other s beneath 2 Generosity maxim increase the expression which harmful to yourself 3 Approbation maxim Always praise others 4 Modesty maxim Do not always speak highly of yourself 精品文档 12欢迎下载 5 Agreement maxim Try the best to make an agreement when you two have different opinions 6 Sympathy maxim Try your best to lessen the disgust Among these six maxims agreement sympathy and appreciation are very important in writing And the following sections will analyze these three maxims by giving examples 3 3 13 3 1 TheThe usageusage ofof agreementagreement maximmaxim inin businessbusiness letterletter Agreement tactics is used in formulation When sales and buyers have different opinions agreement tactics can reduce the divergence and ensure successful the negotiation 1 We do not deny that the quality of Chinese kernels is slightly better but the difference in price should in no case be as big as10 percent In this example the writer recognized that the quality of the goods is better than others before pointing out that the price is unreasonable This eliminates the barrier of negotiate 2 a Unfortunately this is our rock bottom price we can not make any further reduction b I am really sorry t hat our products panhandle satisfy your requirement c We are looking forward to t he pleasure of hearing from you as soon as d Your immediate at tension would be appreciated Compare these four sentences and you will find out that positive presentation and cooperative presentation can make the whole sentence more polite and faithful 3 3 23 3 2 TheThe usageusage ofof sympathysympathy maximmaxim inin businessbusiness letterletter This maxim is used for declaration During the process of foreign trade this maxim is always used for expressing one s sympathy and solicitude or the wish to give a hand to others 1 We are most anxious to compensate you for the shortage in weight mentioned in your letter of June 4 by offering you an allowance of 10 percent In order to show their sympathy the writer used be anxious to 精品文档 13欢迎下载 to emphasize their wish of compensate the loss 3 3 33 3 3 TheThe usageusage ofof appreciationappreciation maximmaxim andand modestymodesty maximmaxim inin businessbusiness letterletter The appreciation maxim and the modesty maxim are corresponding to each other They are both used for declaration The only difference between them is the difference of the considering object These two maxims are used in the preparatory stage of trade They always use you attitude instead of my attitude to exaggerate the grateful feeling 1 It goes without saying that we are very much appreciating the support you have extended us in the past The usage of it goes without saying is an exaggeration of the grateful to the recipient 2 We are regretful that we just cannot see our way to entertain your counteroffer as the price we quote is quite realistic In this sentence just and see our way to increased the expression which harmful to yourself Both of these two examples are modest And all of these showed the writer s respect to the reader 4 4 TheThe rolerole ofof politenesspoliteness principleprinciple inin businessbusiness letterletter 4 14 1 TheThe positivepositive effecteffect ofof principleprinciple inin businessbusiness letterletter As a basic principle of business letter writing politeness principle plays an important role It can help build a friendly equality atmosphere in trade and make others willing to consociate with us A polite letter can help a company build a nice image and bring a lot of business opportunities On the contrary an impolite letter will make a negative effect to a company and may break the business Positive presentation in business letter can not only lead a happy ending but also cause a negative ending It will make the reader feel disappointed in the way which the writer always emphasizes on the negative aspect In that way when we are writing 精品文档 14欢迎下载 we should avoid writing negative information e g 1 Your order will be delayed for two weeks Your order will be shipped in two weeks 2 We close at 5 p m we are open till 5 p m By comparing these two examples we can easily find out that a positive sentence can bring confidence and hope in the reader and make the sentence more polite 4 24 2 TheThe negativenegative effecteffect ofof principleprinciple inin businessbusiness letterletter The basic requ