Analysis of Politeness Language in Business Correspondence.doc

畢業(yè)論文（設(shè)計(jì)）Analysis of Politeness Language in Business Correspondence1. Introduction11.1. General description of the current research11.2. Organization of the thesis22. An overview of business correspondence32.1. The definition of business correspondence32.2. The classification of business correspondence33. Politeness language and related theoretical foundation43.1. What is politeness language?43.2. Politeness principle and politeness language53.2.1. Leechs politeness principle53.2.2. Leechs politeness principle and politeness language53.3. Face-saving view and politeness language63.3.1. Brown and Levinsons face theory63.3.2. Face and politeness language64. Politeness language and business correspondence74.1. Significance of politeness language in business correspondence85. Presentation of politeness language in business correspondence95.1. Positive politeness language95.1.1. Praise language and sample analysis95.1.2. Modesty language and sample analysis115.1.3. Closer relationship. Congratulation language and sample analysis. Sympathy language and sample analysis165.2. Negative Politeness Language185.2.1. Apology language. Direct apology language. Indirect apology language and sample analysis216. Conclusion23References241. Introduction1.1. General description of the current research With the increase and enlargement of the global economic cooperation, business correspondence, as an important way of communication, is playing a significant role in developing new transactions, establishing and maintaining good relationship or promoting information intercourse. Some articles have been published about the topic of politeness and business correspondence. Liushuang(2007) explored the application of politeness strategies to good-news, bad-news and persuasive English business letters and also made a comparison among the three types of business letters in the hope that the findings will provide a foundation for the practical business writing. Gaohuan(2007) focused on business letter with politeness theory relevant to different business situation. Huangdongmei(2003) tried to further analyze the application of the politeness strategies in Chinese business letters.The studies on the topic of politeness and business letter are plentiful, and a great deal of practical and theoretical achievements has been made.1.2. Organization of the thesisThis thesis tries to explain the important role of business correspondence plays in todays modern business world, and also explain the significant relationship between politeness language and business correspondence at the beginning; then illustrate how all kinds of writing techniques are employed to embody various politeness strategies by means of samples analysis from different aspects of politeness language: language of praise, modesty, sympathy, congratulation, apology and criticism. Through those politeness languages analysis, writing techniques to different situations of business correspondence are clearly explained and represented. Therefore, if your business correspondence is concise, pragmatic and efficient, it can have you succeed in business.2. An overview of business correspondence2.1. The definition of business correspondenceIn todays highly developed and toughly competitive society, communication between individuals and groups is becoming increasingly frequent and important. It serves to pass on information, to express ideas or to exchange feelings (Liaoying, 2003: 4). Business correspondence plays a significant role in communication. Generally speaking, the function of a business correspondence is to get or to convey business information, to make or to accept or offer, to deal with various businesses.The relationship between business person and customer is one of the most important one in doing business. The business correspondence is the principal means used by a business firm to keep in touch with its customers. Often enough business correspondence is the only one and the customers form their impression of the firm from the tone and quality of the letters it sends out (Lantian, 2004). 2.2. The classification of business correspondenceBusiness Correspondence has a variety of classifications from different study angles. According to the contents of the correspondence, there are request, claim and adjustment correspondences, sales, credit and collection correspondence. By the nature of the information given, four different kinds of information in terms of its effect on the readers needs were summed up: good news, neutral news, bad news and persuasive correspondences. Since business correspondences have so many types, in this thesis, the above two types of classification are given to explain what kinds of activities happening between the company and its business partners or customers; and also explain how the business correspondence helps providing information and enhancing business relationship between both parties.3. Politeness language and related theoretical foundation3.1. What is politeness language? For most of us, we have known and understood the concept of politeness very clearly. In most of the countries, saying “thank you” to the person who has offered you some help is being courteous or being polite. This interesting politeness phenomena has been studied systematically since 1950s. Various definitions have been given by well-known linguists. Brown and Levinson (1987) define politeness as a redressive action taken to counter-balance the disruptive effect of face-threatening acts. And He Ziran(2003) viewed that politeness playing an important role in regulating participants communicative behavior in society, because politeness gives reminding of taking the feelings of others into consideration among participants (the interlocutor as well as a third party not necessarily present, with an emphasis on the former). It is necessary to think about their feelings as to establish levels of mutual comfort and promote rapport, which in turn accelerate and facilitate human communication. One of the functions of politeness is to create (or manifest) a distance between the interlocutors, as in the case of social-hierarchical placements that have to be maintained through language use (Mey, J. 2001: 81). Therefore, we could come to a conclusion that politeness language is a kind of language used to show considerations for others and create interpersonal harmony as a means of communication to convey information and help to establish and maintain social status. 3.2. Politeness principle and politeness language3.2.1. Leechs politeness principleLeech(1983) proposed the maxims of the politeness principle, which are 1) Tact Maxim, 2). Generosity Maxim, 3). Approbation Maxim, 4). Modesty Maxim, 5)Agreement Maxim, 6). Sympathy Maxim. This principle forms the foundation of the following samples analysis.3.2.2. Leechs politeness principle and politeness languageLeechs politeness principle generalizes that what politeness language is and how to be acted politely. The six maxims are important for people to conduct their behaviors in daily life, so the harmony and closed relationship among people can be built up. And politeness language presents Leechs politeness principle especially in the aspect improving the relationship in business activities nowadays. Minimizing himself or herself benefits and maximizing others benefits are exactly the essence of politeness language that politeness language is used to benefit others, praise others, agree with others and have sympathy on others.3.3. Face-saving view and politeness language3.3.1. Brown and Levinsons face theory Brown and Levinson (1978) provide a comprehensive theory of politeness phenomena including both verbal and non-verbal behavior, thought most of their discussion concentrates on the former. Basic to their model are two kinds of “face”. Viewing the need to (partially) satisfy face as a basic human want, they propose five politeness strategies to speakers for performing a “face-threatening act (FTA)”, the choice of strategy depending on the estimated “risk of face loss” to the speaker or reader. The five politeness strategies are as follows: (1) bald on record; (2) positive politeness; (3) negative Politeness; (4) off-record, and (5) dont do FTA(He Ziran, 2003). 3.3.2. Face and politeness languagePoliteness language can be employed as the means to show awareness of another persons face and can be accomplished in situations of social distance or closeness. In conclusion, politeness language plays an important role in maintaining a harmonious relationship among people and defending their faces if threatened. Politeness language tries to save peoples positive face or negative face by presenting different kinds of language in different occasions if their faces are threatened.4. Politeness language and business correspondenceWith rapid development of the world economy, business communication is becoming faster and more frequent. Business correspondence, as a major form of communication in todays modern business world, plays a significant role in establishing and operating a business. Business correspondence has been regarded as the lifeline of modern business. Therefore, it is very important to write letters in a polite and tactful way to reach an intended goal, and catch the readers attention.In todays society characterized by speed and efficiency, business correspondence has a great influence on companys business activities. A courtesy and descent business letter can help to build a favorable business image for the company and do good business. However, a letter lack of courtesy can not only lead to the failure of the business but also destroy the image which the companies have built up. Therefore, the politeness of business letters is very important. It is a common view that there are some guidelines for effective business writing, one of which is politeness language. Politeness language shows honest friendship, thoughtful appreciation, understanding and respect to the reader so that a successful communication can be made among companies. The purpose of using politeness language in business correspondence is to help companies doing business effectively and maintaining good image to the outside world.4.1. Significance of politeness language in business correspondence Communication spreads elsewhere. Generally speaking, when one communicates, he or she is trying to transmit and share information with someone else to have common interests with each other. And communication is definitely important in business activities. Although new information technologies such as telegram, fax and so on are employed in daily business operation, business correspondence, as an unfailing mean of communication both in the ancient and in the modern society, plays a important role in establishing and maintaining bushing relationship.According to Leechs politeness Principle, Browns face-saving view of politeness-Brown and Levinsons face theory, this thesis tries to explain the significance of politeness language in business correspondence from two different aspects: positive politeness language and negative politeness language. Basically, the most important function of politeness language is of writing business correspondence. For the most business activities today, the major way to communicate is to write business correspondences. So the importance of politeness language used business correspondence is obvious. 5. Presentation of politeness language in business correspondence5.1. Positive politeness language According to Brown and Leechs face view, positive politeness is defined as a face saving act which is concerned with the persons positive face will tend to show solidarity, emphasize that both speakers want the same thing, and that they have a common goal (Yule, 2000). Positive politeness language used in business correspondence tries to please, make harmony relationship among customers. In this thesis, four different kinds of politeness language are used to analyze the importance of Positive politeness language in business activities, which are praise language, modesty language, congratulation language and sympathy language. 5.1.1. Praise language and sample analysisAccording to Leechs (1983) maxims of the politeness principle, Approbation Maxim tries to minimize dispraise of other and maximize praise of other. That means to praise others as much as you can to save others positive faces. Therefore, praise language is used as a positive maxim to satisfy readers amour-proper. It is necessary to praise your business partners with praise language, which helps to attract others attention and maintain a closer relationship. Positive words include the words that carry positive meanings like thank, pleased, glad, assure, available etc, expressing sincerity, courtesy and consideration. Lets look at some sentences samples:(1) Please accept our sincere thanks for our pleasant association together during the past year. Your orders have been most welcome and your many acts of cooperation are appreciated.(2) We find both quality and prices are satisfactory and are pleased to place an order with you for the following: The using of positive words like please, sincere thanks, pleasant association, welcome, appreciated, satisfactory and pleased shows the writers attempt to seek agreement and notice and the readers interests, wants and needs. Such sentences can create in the readers mind a favorable image of the writer and the company, enhance the readers positive face and give an impression of loyal and honest business partner to the other. These praise sentences definitely help the company to develop new transactions and gain a good reputation. The above is discussing the function of praise words used in sentences, praise words used in correspondence is illustrated in the following. Here is a letter sample: Letter sample 1:Dear Mr. Darkin,Thank you for your order no. 464 of 20 September.The models you selected from our showroom went out today under my personal supervision. I enjoyed meeting you and hope that this order represents the beginning of a long and prosperous relationship between our companies. The next time you visit us, please let me know in advance so that I can arrange a lunch for you with our directors. Yours sincerely(Holt, R & Sampson, N, 1998: 298)This letter confirms shipment of an order. It is clear that the vender will personally supervise transactions. The offer of hospitality should further consolidate the business relationship. Words like thank, enjoyed, hope etc are good to praise the buyer and be friendly. It is necessary for you to praise others often. However, in business correspondence, overdone praise should be paid attention to. On the contrary, that means to use praise words properly. Since overdone praise would give an impression of your unfaithfulness and dishonesty to the customers, as a result, the intention of being polite turns out to be impolite and it would have a bad influence on companys reputation. So, using praise language properly as the samples do will help to boom your business because your customers positive faces are saved.5.1.2. Modesty language and sample analysis It is necessary and important to introduce products, services and techniques to other customers. Proper and practical introduction is needed to achieve the goal of promotion. However, boasting words used in business correspondence must be avoided, the writer should hit the target with proper words. We do obey the modesty maxim according to Leechs politeness principle, which, on the one hand; on the other hand, the writer should sell the companys products successfully. For example: (3) Our products, especially our cameras, are enjoying a high reputation in your area. Because of the excellent quality and low prices, you can be sure our products will no doubt help you expand your market. From the above sentence, the writher objectively introduces his products excellent quality first, and then the writer further confirms his product of good quality, which can bring great benefits to the buyer. The words like high reputation, excellent, no doubt etc present confidence and modesty so that the product can attract more attention from customers and have a bright future in promotion. Modesty language focuses on seller himself that a seller can sell their good quality products to a buyer successfully and effectively by means of business correspondence. At the same time, modesty language shows respects and gives a reliable and honest impression to others, which helps to do business. The following is a good example of using modesty language to introduce the companys product:Letter sample 2:Dear Madam Lee, Your order of 200rugs was loaded on board S.S “Haihe” which left Xingang for your port yesterday. They shall reach you in three weeks. We hope this is the first of many orders for years to come. Your choice of our mohair rugs is excellent. These rugs are made with selected wool and you will find that they are greatly valued. They are attractive as well as hard-wearing, and they do not soil easily. To show our appreciation of your order, we have included in the shipment some sample materials we use for other rugs and carpets. Please indicate your interests on the enclosed order form. We are looking forward to more opportunities of serving you. Sincerely yours,(Xian Xibiao, 2003: 27)At the first paragraph, the letter directly mentions the order with the customer and gives the wishes of having more wishes from the customers. The second