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礼貌策略在商务信函中的运用.doc

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1、 毕业论文(设计)论文(设计)题目:礼貌策略在商务信函中的运用 (英文) The Application of Politeness Strategies in Business Correspondence姓 名: 学 号: 院 (系): 专 业: 指导老师: AbstractPoliteness, as one of me basic needs that ensure successful human interaction, has been enjoying great popularity with some famous scholars. English business co

2、rrespondence is one of the basic ways of business communication, which functions as not only a useful means to exchange information but also an important tool to build and enhance business relations, thus requires a high degree of po1iteness.This paper analyzes the realization and application of pol

3、iteness strategies in English business correspondences. Based upon the theoretical framework of Brown and Levinson, this paper studies how politeness strategies are applied in different types of letters. The study presents an analysis of lexicon, tense, voice, and syntax, etc. in English business le

4、tters and emphasis on the most frequently used positive and negative strategies. This paper is helpful for people to better use politeness strategies in business communication and improve their writing ability. Key words: business correspondence positive strategy negative strategy摘要礼貌现象作为确保人类成功交际的基本

5、手段之一,引起了各大学者的广泛关注。英文商务信函是商务交流的一种重要方式,不仅具有传递信息的功能,还担负着建立、加强业务联系重任,因此,对礼貌具有较高要求。本文旨在分析英语商务信函中礼貌及其策略的实现和使用,在布朗和列文森的礼貌策略理论的框架下本文就英语商务信函的礼貌策略进行了研究,从词、时态、语态和句法等语言角度,分析了使用最为频繁的积极礼貌策略和消极礼貌策略。并希望该研究对于礼貌理论应用于书面文体的语用研究有所帮助。本文有助于人们在商务沟通中更好的理解和运用礼貌策略来实现自己的意图,指导人们提高商务信函的写作能力。 关键词:商业信函 积极策略 消极策略ContentsI. Introduc

6、tion 1 II. An Overview of Politeness and English Business Correspondence.22.1 An overview of politeness 22.1.1 Lakoffs view on politeness .22.1.2 Leechs politeness principle .22.1.3 Brown and Levinsons view on politeness .32.2 Brief introduction to English business correspondence.32.2.1 Definition o

7、f business correspondence .32.2.2 Classification of English business correspondence 4 2.3 The relationship between politeness strategies and business correspondence.4. III. The Application of Politeness Strategies in Business Correspondence 53.1 Positive politeness strategies .53.1.1 The application

8、 of positive politeness strategies in business letters 63.2 Negative politeness strategies 93.2.1 The application of negative politeness strategies in business letters 10. Conclusion .12References.13Acknowledgements.141I. IntroductionEven though politeness is prevalent in our daily life, it is still

9、 hard to define in the linguistic field. In fact, politeness is not only a way to convey information, but also an important means to build and maintain social relationships in communication.Lakoff thinks that politeness is used for “reaffirming and strengthening relationships”. According to Lakoff,

10、“Politeness is a system of interpersonal relations designed to facilitate interaction by minimizing the potential for politeness and confrontation inherent in all human interchange”(Lakoff: The logic of Politeness 1973, P39). Leech defines politeness from the perspective sides and proposes that it i

11、s used to create and maintain harmonious interactions. Brown and Levinson consider politeness as the form of behavior that allows communication to take place among potentially aggressive partners. All the above definitions contribute to explain the essence of politeness. Simply speaking, politeness

12、is a set of patterns to show the consideration for others and to achieve harmony in communication.Business correspondence, as a basic means of business communication, plays a vital role in economic activities. It is an effective way to exchange information so as to build up and maintain harmonious b

13、usiness relationships. Without business correspondence, business activities cannot go on smoothly. With the globalization of world economy, and the popularity of the Internet, English business correspondences include not only traditional letters but also emails and facsimiles which is widely used.Th

14、e application of politeness strategies is going to be analyzed, mainly based on the Politeness Principle of Leech and the Face of Theory of Brown & Levinson in English business correspondence.2II. An overview of politeness and English business correspondence2.1 An overview of politeness2.1.1 Lakoffs

15、 view on politenessLakoff is considered by Fraser as the first to apply Grices Cooperative Principle to the explanation of politeness from conversational-maxim point of view. Lakoff viewed politeness as a device which was used to reduce or avoid friction impersonal interaction, and later reformulate

16、s the rules of politeness as follows: Formality: keep aloof Deference: give options Camaraderie: show sympathyAccording to Lakoff, the degree of politeness depends on the speakers assessment of certain situations. On formal occasions,the speaker should avoid putting any imposition on the reader and

17、should be in accordance with social norm in his behavior to maintain the formal atmosphere. Lakoff views politeness as avoidance of offense and a lubricator in communication to keep harmonious relations between the writer and the reader. Her rules of politeness are a great leap in politeness researc

18、h.2.1.2 Leechs politeness principleLeech makes great contributions to the research on politeness. Based on the speech-act theory of Austin and Scarle and the theory of conversational implicature of Grice,Leech proposed a series of maxims under Politeness Principle:(1)Tact Maxim: Minimize cost to oth

19、er and maximize benefit to other(2)Generosity Maxim: Minimize benefit to self(3)Modesty Maxim: Minimize praise of self and maximize dispraise of self(4)Approbation Maxim: Minimize dispraise of other and maximize praise of other(5)Agreement Maxim: minimize disagreement between self and other and maxi

20、mize dispraise of self(6)sympathy Maxim: Minimize antipathy between self and other and maximize sympathy 3between self and other.2.1.3 Brown and Levinsons view on politenessBrown and Levinson (1987) are showing that individuals self-esteem (face) motivates strategies of politeness. They believe the

21、concept of universal significance as the face of social self-image. The face is in order to meet the social interaction of ideas and hope. Faces of different requirements of both sides of communication are divided into positive face and negative face. The positive face is the want to make ones publi

22、c self-image accepted, appreciated, understood, and ratified by others, being thought of as a normal, contributing member of society. As to a negative face, each ones self-image is expected to be free from imposition and distraction, unimpeded by others and the want of independence and freedom of ac

23、tion is to be guaranteed within ones own territory. The face is extremely fragile, and is often subject to certain acts of infringement. Essentially against the face of the speech act, Brown and Levinson called the threat to face behavior (face-threatening acts, referred to as FTAs). Therefore, it i

24、s in communication in order to preserve their face which will strive, to show consideration for others face-saving means of politeness strategies by Brown and Levinson, Politeness Strategies for the correction of acts of threats face is divided into five: (1) bald on record (2) positive politeness s

25、trategy (3) negative polite strategies (4)off-record (5)(not doing the FTAs), both sides want to achieve the goal of communication with each other constantly valuation of the risk of losing face according to the size of the potential risk of against each others face to select the appropriate politen

26、ess strategies.2.2 Brief introduction to English business correspondence2.2.1 Definition of business correspondence Business correspondence is the act of exchanging letters. Generally speaking, business correspondence can be defined as the correspondence used in business transaction. As one of the m

27、ost popular means of communication in business activities, business correspondence 4plays an irreplaceable role in the fulfillment of business transaction. 2.2.2 Classification of English business correspondenceThere are many classifications of business correspondence, which may cater to different p

28、urpose and aims. Here, some common ways of classification are presented as follows:1. Classification according to the content of the letter: request letters, letters replying to requests, letters for claim and complaint, credit enquiry letters, sales letters, application letters, employment letters

29、and social business letters, etc.2. Classification according to different functions in the process of a business transaction: letters for establishment of business relations, letters for the enquiry, letters for counter-offer, ordering letters, letters for payment and LC, shipment and insurance lett

30、ers, letters for conclusion of a deal, acknowledging goods receipt letters, claim letters, etc.3. Leechs statements on illocutionary acts are used as the basis for the classification of business letters. As Leech suggested that illocutionary acts are divided into four categories: competitive, conviv

31、ial, collaborative, and conflictive. 2.3 The relationship between politeness strategies and business correspondence In writing business letters, politeness strategies and courteous language count a lot for effective business transactions. It proves to be useful to ensure effective exchange of inform

32、ation and successful establishment or maintenance of social relationship in the business circle. A writer of business correspondence usually writes on definite purpose and to the specific reader. To reach an intended goal, the writer should bear the readers needs and expectations in mind and write i

33、n a polite way. Actually, a reader who needs expectations may be ignored to cooperate, or to think favorably of the writer as well as the company or organization he or she represents. As a result, the writing of the business letter will definitely turn out to be a failure. The strategies which used

34、to avoid impoliteness should be a highly priority in business correspondences.Even though there is no reason to assume that business communication is more polite 5than any other communications, the goal-oriented nature of this communication suggests that the avoidance of impoliteness should be a hig

35、h priority to business correspondence. The purpose of applying politeness strategies is to establish, maintain, or consolidate social solidarity, which is of significance for business letter writings since they represent the companys general image in the business worldIII. The Application of Politen

36、ess Strategies in Business CorrespondenceBased on Brown and Levinsons model of politeness strategies, this part illustrates how each sub-strategy is applied in business letters. The examples are cited from the collected specimen letters for the research. The importance of part lies in: Firstly, it r

37、ecognizes and categorizes the four kinds of politeness strategies in the samples. Secondly, it provides foundation for the quantitative data analysis of the four kinds of strategies at a macro level in the following part. 3.1 Positive politeness strategies Positive Politeness is oriented to the posi

38、tive face concerns. They are not necessarily redressive of face wants that are directly linked to the face-threatening speech acts and they serve the wider purpose of building and maintaining a friendly and cooperative business atmosphere.The most frequent linguistic devices for positive politeness

39、involve three broad categories: “claim common ground”, “focus on cooperation”, and “fulfill Hs wants” (Brown and Levinson, 1987). They may be further subdivided into specific groups of strategies as shown below. Claim Common Groundl. Notice, attend to H(hisher interests, wants, needs, goods)2. Exagg

40、erate( interest, approval, sympathy with receiver)3. Intensify interest to H64. Use in-group identify makers5. Seek agreement6. Avoid disagreement7.Presupposeraiseassert common groundFocus on cooperation8. Joke9. Assert Ss knowledge of and concern for Hs wants10. Offer, promise11. Be optimistic12. I

41、nclude both S and H in the activities13. Give(or ask for)reasons14. Assume or assert reciprocityFuIfill Hs wants15. Give gifts to H(Brown and Levinson, 1987)3.1.1 The application of positive politeness strategies in business lettersPositive Politeness Strategies are often used in business letters, b

42、ut not each illustrated above is frequently-used, some are adapted to oral English or informal occasions. So let me give some popular used strategies and specific examples.The first device for the realization of positive strategies is to claim common ground. It tries to minimize the distance between

43、 the writer and receiver by emphasizing the solid interest in the other partys need.Strategy1. Notice, attend to H(hisher interests, wants, needs, goods)By this strategy, writers should notice and give full consideration to the interests, needs, wants of the recipients to maintain a friendly relatio

44、nship. Appreciative or affirmative sentences are adapted to convey appreciation. Here are the examples:Thank you for your cooperation in the past. We will appreciate it if you will send us detailed information on your products.In business correspondences, people usually use you-attitude language whe

45、n conveying 7messages. Lets make a comparison between the following two examples:1.We are allowed to give you a 10% discount on this product. 2.You can get a 10% discount on this productCompared with the first sentence, the second sentence shows that the writer really care about what the reader inte

46、rests and wants. By using “you” and “your”, the writer enhances the happiness he brings to the reader, thus always satisfying the readers positive face wants. Starting with “we”, the first sentence presents a writer-oriented picture to the reader, so it is not so polite as example.Strategy2. Exagger

47、ate(interest, approval, sympathy with receiver)A writer of good writing business letter should know how to enhance the readers interest, approval and empathy by using appropriate exaggeration with the result that the psychological distance is minimized and a closer relationship is maintained between

48、 the writer and the reader. For example:We would highly appreciate it if you can send us the samples of this productUsing the expressions of “highly”, “best”, “at all times”, the writer intensifies his intention to satisfy the readers needs,thus enhancing the relation between the writer and the read

49、er, as well as the readers positive face.Strategy3. Intensify interest to HUsing this strategy, the writer draws the reader as a participant into the current conversation. According to Brown and Levinson (1987), there are two ways to achieve this. One is by “making a good story”, the other is by the use tag questions.I think it is a very reasonable price ,isnt it?The tag question “isnt it” used here is to draw the readers attention and to ask for the agreement of the reader. Because of this, the wr

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