Politeness principle in business letter writing
Abstract: Politeness is a symbol of human civilization and a pragmatic principle that cannot be ignored in international business letters. Etiquette in business letters not only helps to improve the quality of life in the workplace, form the best employee ethics and establish the company image, but also plays an important role in creating profits. Especially in the current increasingly fierce international trade, it is more and more important to understand international business etiquette. In order to achieve the purpose of business cooperation, we must follow the principle of politeness and make it euphemistic in tone and appropriate in wording, which will help the two sides to establish trade relations on the basis of equality and mutual benefit. However, different politeness principles in different cultures are indispensable factors for doing business well in business letters.
Keywords: business letter; Politeness principle; cultural difference
Politeness is a symbol of human civilization, which is a pragmatic principle that must be followed in international business letters. Business etiquette is based on the theory that good manners are cost-effective, because they can not only improve the quality of life in the workplace, help optimize employees' ethics and beautify the company image, but also play an important role in creating profits. An environment where people understand each other is obviously an environment where customers like to do business. And, most importantly, a company with a high reputation for being polite will attract? And keep it? Good people. In order to help the two sides establish a relationship on the basis of equality and mutual benefit, you must follow the principle of politeness and express your opinions euphemistically. However, different politeness principles in different cultures are indispensable for successful business letters.
Keywords: business letter; Politeness principle; cultural difference
I. Introduction
2 1 century is a century of economic globalization. The trade between China and other countries in the world is becoming more and more frequent, and international trade is developing rapidly. However, with the development of science and technology, business letters play an important role in the communication between Chinese and foreign enterprises. It is more accurate, convincing, economical, efficient (sending information to more people) and more formal than oral communication. ? A good business letter can bring completely different effects, make what you want to express look brand-new, leave a deep impression on the other party, and make your career path smooth. A polite business letter can directly affect the relationship between the two sides of trade, help enterprises establish professional ethics image and promote the cooperation process between the two sides of trade. Usually, it is appropriate to use simple and easy-to-understand words in business letter writing. The process of communication between people with different cultural backgrounds is cross-cultural communication. Different nationalities have different historical backgrounds, customs and cultural traditions. Therefore, when writing international business letters, we must understand the cultural differences between our country and foreign countries, try to make these differences disappear in the writing process, and find accurate words in the goals and objectives.
Second, the writing principles of business letters
As an important way of international communication, business English letters must be carefully prepared when writing. Bobby D.Sorrels summed up six principles of C in his book "Fundamentals of Business Communication", namely: Concise, accurate, clear, literary, considerate and coherent. ? On this basis, domestic scholars have also supplemented and improved it. 200 1 year, represented by Lu, Xu and Zhou Yaozong, put forward the 7C principle recognized today. That is, politeness principle, clarity principle, conciseness principle, correctness principle, concreteness principle, consideration principle and integrity principle. Among them, the politeness principle in business English writing constitutes the keynote of business communication skills and is one of the most important and sharp weapons for businessmen. Geoffrey Leech, a British linguist, and others put forward the politeness principle, arguing that in all language communication, speakers and listeners should express politeness to the maximum and impolite beliefs to the minimum. This principle is of great significance to business English writing. On the basis of absorbing the research results of Grice, Leech systematically put forward in his book Principles of Pragmatics. Politeness principle? Theory. It is believed that politeness principle should include (1) witty maxim: let the other party suffer the least and get the most; (2) Generous motto: let yourself benefit the least and suffer the most; (3) agree with the motto: try to belittle each other as little as possible and try to be more yourself; (4) Modesty criterion (5) Identification criterion: minimize the differences between the other party and increase the identification with the other party as much as possible; (6) Compassion principle: Minimize dislike for the other party and maximize sympathy for the other party. However, Brown & Levinson also thinks that politeness principle is universal. Among many politeness principles, Leikauf put forward three different politeness principles that speakers can abide by: First, don't force others; Second, leave room for each other; Third, enhance mutual friendship.
Third, the politeness principle of different cultures
Different languages have different politeness principles. Professor Gu Yueguo proposed that politeness principles in China's language and culture include four aspects: respect, modesty, enthusiasm and elegance. In 1992, he put forward the following politeness principles in China culture: (1) the principle of inferiority. Those who are polite to their husbands feel inferior and respect others? . When does this rule refer to things related to yourself? Demote? And then what? Modesty? When listening to something or something related to the listener? Answer? And then what? Respect? . (2) Address standard: This standard means that people should press "?" When addressing each other out of courtesy. There is justice from top to bottom, and there is distinction between high and low. Traditionally, interpersonal communication reflects social relations. (3) Exquisite rule: In China culture? Polite? It is considered polite and cultured. What is its basic content? Choose elegant language, forbid swearing, use euphemism more, and use plain language less? . Avoid mentioning things that make people unhappy or embarrassed. (4) the principle of seeking common ground refers to paying attention to each other's identity and social status and respecting each other? Face? , so that the two sides of communication strive for harmony in many aspects. When you have to criticize others or express different opinions, you can take:? Courtesy first, then soldiers? ,? Praise first and then derogate? Strategy. (5) Moral code of conduct: it refers to minimizing the cost paid by others and maximizing the interests of others in terms of behavioral motivation; Try to exaggerate the benefits that others give you in words, and try to say less about the price you pay. These politeness principles are also instructive for China people to engage in international trade in business letters. China people think that self-esteem is a kind of courtesy, while westerners think that self-esteem is a kind of dishonesty, so it is difficult to communicate in the process of communication, and even cause misunderstanding, so we need to pay more attention to the language expression between different languages and cultures. In writing business letters, we should pay attention to the principle of etiquette, don't offend others at will, and respect people's language habits in different cultures. For example, how to deliver bad news to business partners is usually expressed in indirect ways, euphemistic tone and positive words in the United States. The French, the British and the Germans generally adopt the direct method; However, high-context cultures like Japan and China emphasize harmony and face, and adopt indirect euphemism, while Latin America avoids delivering bad news. In different cultures, the ways and methods of expressing politeness and people's judgment standards are different. What do westerners usually praise? Thank you? Expressing acceptance, they think it is polite to accept the compliment of the other party happily to avoid damaging the positive face of the other party. For us, China often uses:? Where? where? ,? You flatter me? ,? Far from it? Waiting for a reply shows the modesty of the praised person. It can be seen that western countries attach importance to individual concept and independent spirit, which includes individual freedom, rights and individual independence.
Four. conclusion
In the increasingly fierce international trade competition, business letters are not only a medium to realize communication, but also a means to establish friendship and attract customers. ? A gentleman doesn't lose his color, does he lose his mouth? The old adage means that a moral person should be polite, not rude or rude. Being polite to others and using polite language is a fine tradition of China people. Politeness is also the expression of humility and propriety in human communication. With the development and change of society, due to the interaction of different social and cultural traditions, politeness is bound to change constantly. Politeness in language includes being measured, polite, educated and knowledgeable, and avoiding privacy, shallowness, vulgarity, taboo and generality? Four have four taboos? . Therefore, in business letter writing, it is of great theoretical and practical significance to follow the politeness principle, reply in time, respect each other with appropriate language, be neither humble nor supercilious, and keep good manners and noble attitude to write carefully, which will ensure the smooth and effective business activities and promote the construction of socialist spiritual civilization. From the examples at the beginning and end of business letters in different countries, we can see that the United States pays attention to the cultural characteristics of high efficiency and quick action, while Arabic letters reflect the cultural characteristics of paying attention to identity, status, relationship and hospitality; Japanese letters embody cultural characteristics such as modesty, politeness, indirectness and relationship. We should pay full attention to the influence of culture on business English writing and politeness principle.
References:
[1], Wang's Guide: The Application of Politeness Principle in Business English Letters [J] Shopping Mall Modernization, 2007- 12, (527): 182- 183.
[2] Huang Yalan:' Etiquette in the important role of business visits and skills analysis' [A]
[3] Wang Xi Niobium: On the Politeness Principle in International Business English Correspondence [J]. Journal of Tongren University 20 1 1 (2): 98-99.
[4] Gao. Cultural Differences between Chinese and English Politeness Principles and Polite Terms [A]. Journal of Luoyang Institute of Technology 2009- 10 (5): 8-9
The second model of politeness principle: the wonderful use of politeness principle in business communication
This paper introduces Leech's politeness principle, and tries to illustrate the application of six principles of politeness principle in business communication with examples, so as to reveal how politeness principle can help improve business communication skills and promote business activities more smoothly.
Keywords: politeness principle; business communication
I. Introduction
With the economic globalization, transnational business activities are becoming more and more frequent, and international trade competition is becoming more and more fierce. Language builds a bridge for human communication, and business activities cannot be separated from language communication activities. The proper use of business language often directly affects the success or failure of business communication and economic benefits. Therefore, how to use business language locally in business communication, seize business opportunities in fierce competition and achieve established economic goals is quite meaningful. Therefore, in business communication, both parties will follow the politeness principle as far as possible, so as to promote business cooperation, create a friendly negotiation atmosphere, and maximize the pursuit and realization of their respective economic interests.
Second, an overview of politeness principle.
Grice( 1975), an American linguist, pointed out that people always follow the cooperative principle in verbal communication in order to make the conversation go smoothly. However, in real communication, people often fail to observe or even deliberately violate the cooperative principle. In order to explain this phenomenon, Geoffrey Leech, a British linguist, absorbed Grice's "conversational implicature" (and the "cooperative principle" of verbal communication) and put forward the "politeness principle" theory in his book Pragmatic Principles 1983, which supplemented and improved Grice's cooperative principle. He believes that in the process of verbal communication, speakers and listeners should be as polite as possible and try to avoid using impolite expressions. In business communication, both parties should follow the principle of politeness. This will help the two sides to establish a good cooperative relationship, thus promoting trade cooperation.
Leech's politeness principle includes six standards, and each standard includes two sub-standards. The details are as follows: (1) witty motto: minimize the cost to others and maximize the benefits to others. (2) Generosity principle: Minimize your income as little as possible and maximize your cost as much as possible. (3) Recognition criteria: minimize the belittling of others and increase the praise of others as much as possible. (4) agree with the motto: minimize the praise of self and maximize the depreciation of self. (5) Motto of agreement: minimize the differences between the two sides and increase the agreement between the two sides as much as possible. (6) Compassion motto: Minimize the antipathy of self and others, and maximize the sympathy of self and others.
Thirdly, the application of politeness principle in business communication.
In business communication, both sides follow the principle of politeness, consider each other everywhere and save face for each other, which can promote business cooperation in a friendly and harmonious atmosphere. The following will illustrate the concrete application of the six principles of politeness principle in business communication and the communicative effect it can produce.
3. 1 Application of appropriateness standard
I would be very happy if you could lower the price. We will be very happy if you can reduce the price.
I'll be glad if you can ship the goods as soon as possible. We shall be very glad if you can deliver the goods as soon as possible.
In the above example, the speaker used the vague expression "I will be very happy if …" to politely ask the listener for his request. If this vague expression is not used, the requirements put forward by the speaker will make the other party feel pressured and the freedom of movement will be limited. The listener will feel that his next action is out of the speaker's request, or he will take action according to the speaker's needs, which seems to be controlled by others. And adding "I will be very happy if" can avoid making the listener feel the above. The speaker said tactfully, "I would be very happy if you could ..." It seems that he wants something from the listener to make him feel valued and respected. The speaker skillfully "makes the other person suffer as little as possible", follows the propriety criterion of politeness principle, paves the way for realizing his communicative purpose, and makes the other person accept his ideas as calmly as possible.
3.2 Application of generosity standard
Please don't hesitate to contact me if you need any further information. Please let us know if you need more information.
(4) If you are interested in any products in the brochure, please feel free to tell us. Please let us know if there are any products you are interested in in in the brochure.
In the above two examples, the speaker's use of the when-guided clause gives the listener the greatest freedom of decision-making, making the other person feel unconstrained, comfortable and free to act. The speaker makes it clear to the other party that he can provide any information or product that the other party needs, which seems to be "trying to make himself suffer as much as possible and benefiting as little as possible" and follows the principle of politeness and generosity. The application of the principle of generosity can leave a good impression on the other party and make the other party feel that their needs can be met at any time, which is conducive to gaining the trust of the listener and effectively promoting the realization of business purposes.
3.3 the use of praise standards
Your price is a little high. Your price is a little high.
In the above example, the speaker used a little bit, which weakened the denial of the other party's price, saved the other party's face, and made the listener more acceptable psychologically and face. The speaker "belittles others as little as possible" precisely to abide by the praise criterion. Directly criticizing each other's mistakes can easily put the conversation between the two sides in an awkward position. The use of praise standards can effectively alleviate this situation. Everyone has the psychology of wanting to be recognized by others, and more or less likes to be praised by others. Therefore, the proper use of compliments can not only meet the psychological needs of the other party, but also win the goodwill and trust of the other party, thus promoting the success of business communication.
3.4 Application of Modesty Principle
We are sorry to bring you so much income. I'm sorry to have caused you so much inconvenience.
In this example, the speaker emphasizes that he has brought so much inconvenience to the other party, that is, "praise himself as little as possible and belittle himself as much as possible", and follow the principle of humility, so that it is easier to win the understanding and tolerance of the listener. Moderately belittling yourself can also reduce the resistance of others to yourself. On the other hand, over-praising yourself, boasting and boasting about yourself will give the other party an untrustworthy impression, which is not conducive to the establishment of business relations between the two parties.
3.5 Use consistent standards
I believe your shoes are of good quality, but it's a pity that your prices seem to be on the high side. I believe your shoes are of high quality, but the price seems to be on the high side.
In this example, the speaker first uses "I do believe" (I really believe) to emphasize that he agrees that there is no problem with the quality of the other party's shoes, "try to increase the recognition of both parties" and "try to reduce the differences between the two parties". The speaker skillfully uses "but" and "but" and "seems to be" to weaken the other party's denial of the price and make it more acceptable to the listener psychologically. This is in line with people's desire for identity and is conducive to effective and smooth communication.
3.6 Application of Compassion Standard
We are worried to hear that there is something wrong with your new machine. I am deeply sorry to hear that there is something wrong with your new machine.
We have to cancel the order for this batch of goods. Unfortunately, we have to cancel the order.
In Example (8), the speaker used "we are very sorry" and "try to increase mutual sympathy" to express sympathy for the other party's product problems, so that the listener can deeply understand the speaker's understanding of himself, which can narrow the distance between the two parties and promote business communication. In example (9), the speaker used "we regret it very much" and "to minimize the antipathy of both sides". After all, he wants to cancel the order, which is unpleasant for both sides of the transaction. People who say this can make the other party feel unwilling, so as to gain the understanding of the other party and greatly weaken the "antipathy" between the two sides. As can be seen from the above examples, the proper application of sympathy criterion can be said to be the lubricant of communication between the two sides.
Four. Concluding remarks
Leech's politeness principle is of great significance in business communication. In business communication, both parties should follow the principle of politeness, take each other as the center and put themselves in each other's shoes, so as to ensure the smooth communication. Polite business language can make the other party feel that the speaker attaches importance to his own views and rights, which helps to cater to the other party's psychology, thus promoting happy and harmonious business communication and promoting and expanding business communication. If people engaged in business activities can skillfully and appropriately apply the politeness principle on the basis of mastering business knowledge, they can effectively improve their business communication ability and promote business communication more smoothly.
References:
Leech, g. Pragmatic principles [M]. London: Longman, 1983.
[2] He Zhaoxiong. A new theory of pragmatics [M]. Shanghai: Shanghai Foreign Language Education Press, 1999.
[3] Yin Xiaoying. Foreign trade English correspondence and telegrams. [M], Xi Antung University Press, 1997.
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