分析國際商務(wù)函電中的禮貌原則4頁

1、摘要 uk essay隨著全球經(jīng)濟一體化的發(fā)展 ,商務(wù)英語函電在國際商務(wù)活動中的溝通作用日趨明顯 ,而國際商務(wù)函電最重要的語言特征就是 “禮貌原則” 。得體的商務(wù)函電是影響國際商務(wù)活動成功的重要因素 ,本文著重分析了國際商務(wù)函電中的“禮貌原則” 應(yīng)用與研究。  隨著國內(nèi)貿(mào)易的迅猛停滯 ,商務(wù)英語正在寰球經(jīng)濟貿(mào)易運動中施展著主要的作用。商務(wù)函電作為國內(nèi)商務(wù)運動溝通最罕見的一種形式和商務(wù)英語主要的形式之一 ,為言語學(xué)家和貿(mào)易內(nèi)行所鉆研。得體的經(jīng)貿(mào)信函、 松散的經(jīng)貿(mào)合同、 精確正確的經(jīng)貿(mào)紀(jì)律文件 ,無疑會反應(yīng)經(jīng)貿(mào)運動的成功停止。因而 ,咱們很有多余對于反應(yīng)國內(nèi)經(jīng)貿(mào)運動的主要因素 商務(wù)函電的

2、禮數(shù)準(zhǔn)則停止鉆研。     一、 言語的競爭準(zhǔn)則和禮數(shù)準(zhǔn)則     美國言語哲學(xué)家格賴斯( H. P. Grice)以為 ,正在言語交際運動中 ,外交單方為了到達一定的指標(biāo) ,均盲目地恪守合作準(zhǔn)則(cooperative principles) ,正是這種競爭使得外交雙方可以延續(xù)地停止成心義的言語外交。競爭準(zhǔn)則詳細表現(xiàn)為四條原則: 1. 單位原則(maxim of quantity) ,即便本人所說的話到達所請求的詳細水平。2. 品質(zhì)原則(maxim ofquality) ,即沒有要說本人以為是沒有實正在的話 ,沒有要說本人缺乏剩余根

3、據(jù)的話。3.聯(lián)系原則(maxim of relation) ,即談話要貼且 ,要有頭緒。4. 形式原則(maxim of manner) ,即說話要留意形式、 辦法 ,防止歧義 ,防止嚕蘇1 。英國言語學(xué)家 Geoff rey Leech正在此根底上提出了商務(wù)外交的禮數(shù)準(zhǔn)則( Politeness Principle) ,并將其分成十二大準(zhǔn)則:1.戰(zhàn)略原則( Tact Maxim)Minimize cost to other 使別人受損最小Maximize benefit to other 使別人受害最大2.大方原則( Generosity Maxim)Minimize benefit to

4、self 使本人受害最小Maximize cost to self 使本人受損最大3.表揚原則(Approbation Maxim)Minimize dispraise of other 過分少貶損別人Maximize praise of other 過分多贊美別人4.謙卑原則(Modesty Maxim)Minimize praise of self 過分少贊美本人Maximize dispraise of self 竭力夸張對于本身的貶損5.分歧原則(Agreement Maxim)Minimize disagreement between self and other 盡量縮小與別人的一

5、致Maximize agreement between self and other 過分增多與別人的分歧6.憐憫原則( Sympathy Maxim)Minimize antipathy between self and other 過分減少對于別人的好感Maximize sympathy between self and other 過分增加對于別人的憐憫Leech的禮數(shù)準(zhǔn)則以 “本人” 和 “別人” 為核心 ,把圓心傾向 “別人” ,過分為 “別人” 的利益、 感覺和需求考慮 ,而把本人的利益放正在主要位置。那樣做的益處是失掉別人的尊重和反感 ,促進單方的情感和友情 ,從而完成外交手段2

6、 。      二、 禮數(shù)準(zhǔn)則正在商務(wù)函電中的使用綜合      (一)戰(zhàn)略原則( Tact Maxim)叫做 “戰(zhàn)略” ,是指談話人如何考究形式辦法以到達自己正在語言外交中的手段。就是站正在對于方的立場遭到尊重。詳細講就是正在會談中 ,要縮小抒發(fā)利己的觀念 ,過分縮小對于本人的受害 ,過分?jǐn)U展對于本人的受損。那樣簡單失掉對于方的反感 ,再不于買賣的順利。相似 ,Dear Sir ,Thank you for your inquiry of November 22 , 2005.Enclosed is our pr

7、ice 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 larges

8、t 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該信函的手段是向買方轉(zhuǎn)達消息 ,回復(fù)問路 ,更主要是報出價錢 ,指望對于方能承受價錢。為了到達手段 ,賣家人采取了得體的戰(zhàn)略 ,聯(lián)合 “使別人喪失最小” 的準(zhǔn)則 ,正在信中除了需要與問路間接有關(guān)的價錢表、 節(jié)目表外 ,還向?qū)τ诜叫枰似溆嘤杏孟?,如引見本公司入口歷史、 入口的國度、 生

9、產(chǎn)威力等 ,并明白地讓對于方置信其訂單會帶來豐富的成本?！癥ou may be sure that your order will be profitable” 。這樣 ,既讓買方置信談話人是業(yè)余入口商 ,又思忖到了買方的利益。       (二)大方原則( Generosity Maxim)“大方” 的詳細做法是:談話人要遵守本人少爭利益 ,擴大對于本人的受損。表現(xiàn)正在商務(wù)英語中就是要多采納 “對于方姿態(tài)(other at titude)” , 少采納 “自我姿態(tài)( self at titude)” ,正在商務(wù)函電交往中特別如此。沒有少東方人

10、無比看重郵寄的姿態(tài)成績 , 因而正在郵寄時要目中有人 , 要把接收者放正在心上 , 思忖他的希望、 艱難、 背景、 感覺和對于此信能夠做成的反響之類 , 而后從對于方的角度起程來解決事件 , 過分?jǐn)U展對于方的受害3 。例: “Please call me in the morning between9 and 11.”這句話徹底是從利己的立場說的 ,若改為 “I dbe glad to have you call me any morning between 9 and      11.”那樣一改以后 , 始終句意義一樣 , 但成效一模一樣 ,后者充足思

11、忖到了對于方的利益。雖然貿(mào)易單方最終的手段是成本最大化 ,但單方的讓步總是時有發(fā)作 ,恰當(dāng)?shù)淖尣酵琴Q(mào)易順利的道路 ,以次的一封報價回復(fù)函 ,把 “大方準(zhǔn)則” 使用得恰到益處。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

12、 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 th

13、is 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 ,賣家強調(diào)正在沒有反應(yīng)品質(zhì)的大前提下 , 曾經(jīng)盡能夠把報價降到最低 ,其次 ,強調(diào)思忖到單方臨時優(yōu)良的競爭關(guān)系 ,決議對于

14、超越 1 萬英鎊的訂購 ,再寄予 3 %的尤其倍數(shù)。賣家筆者充足應(yīng)用虛構(gòu)語氣、 主動語態(tài)等禮數(shù)詞語 ,既抒發(fā)出對于對于方的充足尊重 ,又坦率地抒發(fā)出己方的下線。做到了既沒有喪失己方利益 ,又體現(xiàn)出了 “本人少爭利益” 的大方姿勢 ,從而使買方更簡單承受。      (三)表揚原則(Approbation Maxim)因為單獨利益的驅(qū)動 ,國內(nèi)貿(mào)易中交易單方都無比注意構(gòu)建和諧的聯(lián)系 ,單方的溝通是 “橫向溝通” ( horizontalcommunication) 。因而 ,能推進溝通的 “表揚原則” 常常貫穿于商務(wù)信函中。即便有爭議、 回絕或者理賠等令人

15、絕望的事件發(fā)作 ,也應(yīng)本著 “少說沒有表揚外人” 的話的準(zhǔn)則去外交。假如一方?jīng)]有能或者全體沒有能赴約而形成另一方喪失 ,正常應(yīng)敵對于商量 ,找出辦法補償喪失是處理成績的最佳道路。因此 ,生意信函中很少涌現(xiàn)指摘的字句。但正在示意回絕或者失望時 ,要過分運用宛轉(zhuǎn)、 委婉的語氣以削弱消沉語氣 ,同聲要踴躍確定對于方準(zhǔn)確的一面 ,給對于方以充足的尊重。如:Dear Sir ,Thank you for your fax of 22 August . We are indeedsorry you find our price too high. Our quoted prices leaveus wit

16、h 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

17、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對于方提價請求 ,然而信的掃尾 ,以感激的口氣起筆并談到對于方的請求。而后 ,

18、經(jīng)過用虛構(gòu)語氣的句型 “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.” ,坦率注明沒有能提價的原因 ,齊頭并進一步注釋本報價曾經(jīng)是最優(yōu)越價錢。并抒發(fā)了得到對于方訂單的指望。 該信函拙劣地使用了 “表揚原則” ,拒絕了對于方降階請求。 4       (四)謙卑原則(Modesty Maxim)謙卑正在生意信函中就是 “少贊

19、美本人” , “夸張本人的沒有是” ,并要主觀地否認本人的弄錯。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 s

20、covering 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 g

21、oods 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 ,賣家感激對于方競爭將信譽證延期 ,便于昔日裝“Nellore” 輪發(fā)貨。 而后 ,告訴對于方一切裝船材料。 最初 ,表達出仔細施行訂單 “We will fill your

22、 future order” 的意義。賣家示意出的 “謙卑” 能夠給對于方容留比擬 “仔細” 的記憶 ,能起到保護優(yōu)良貿(mào)易聯(lián)系的作用5     (五)分歧原則(Agreement Maxim)正在實踐生涯和商務(wù)會談中 ,咱們時常有和外人看法沒有一致的時分。率先 ,能夠采納 I m sorry , I m af raid , itseems to me 等句型來激化語氣。相似:(1) I m sorry to say , Madam Wan , I can hardly a2gree to such terms.(2)Dear Sir ,Thank you for

23、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 y

24、our 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這是一封買方對于報盤的回復(fù)函 ,手段是請求賣家寄予價錢折讓。固然對于價錢有異言 ,然而該函率先提及對于方認同的意見 ,確定了鞋的品質(zhì)高 ,而后才提出一致“ yourpric

25、es appear to be on the high side even for shoes of thisquality” ,那樣能使賣家易于承受沒有同點。實正在贊譽鞋的質(zhì)量 ,提及單獨點 ,同聲 ,做作地提出了倍數(shù)要求 ,大大進步了接續(xù)對于話和買賣的能夠性。     (六)憐憫原則( Sympathy Maxim)就是過分多從對于方的立場思忖。例:Dear Sir ,Up to now no news has come f rom you about the ship2ment . We were wondering if heavy bookings o