浅析商务英语信函的礼貌原则毕业答辩.ppt

ThePolitenessPrincipleinBusinessEnglishletters浅析商务英语信函的礼貌原则1.CONTENTSIntroductionVocabularystrategyunderpolitenessprincipleSentencepatternunderpolitenessprincipleAspectsnotedunderthepolitenessprincipleConclusion2.IntroductionPolitenessisthelubricantofinteractionbetweenpeople,andthebridge of interpersonal communication,also symbol of humancivilization.An important point in politeness principle is You-oriented attitude,which is given priority to the other attitude,meaningtothinkfromeachotherspointofview,imagineeachothers problems and situation and to convey their opinionsappropriatelyaccordingtotherequirementsoftheotherparty.Itcan also be understood that joining the emotional factors inconsiderationforothers,asfaraspossibleputtheotherpersonsinterestsinthemainpositionwhenweareintherationalbusinesstransactions.3.1.1TactMaxim1.2GenerosityMaxim1.3ApprobationMaxim1.4ModestyMaxim1.5AgreementMaxim1.6SympathyMaximInanutshell,Tact Maximistomaketheothermore benefit and less hurt.To learn thetransposition thinking in communication,weshouldtrytounderstandeachothersthoughtsandfeelings.Generosity Maxim refers to“the less let theirownbenefit,themorelettheirowndisadvantage.”Inbusinessactivitiestherewillhaveinevitablemisunderstandingsandunpleasantoccurrence,atthistimecommunication should be carried out in afriendlyandpeacefulway.Itrequirespraisingtheotherparty,theothersstrengthandcredibilityasfaraspossible.Therespect such as products or provide servicescanhelpgiveasincerecompliment,whichbringpositive effect in trade cooperation of bothsides.ItisinexactlylinewithChineseculture:“Raiseothers principles,belittle ones own.”Thatmeans in business activities,there is not anexaggeration of the companys products andservices,needtoobjectivelyevaluate.It refers to resolve their differences andincreasebothsidesoftheagreementasfaraspossible.Ifbothtradesideswanttocooperatesuccessfully,we must understand each otherandtrytoseekthemaximumagreement,alsofadeouttheirdifferences.Thisprinciplereferstothesessionoftwosidesshould establish a friendly relationship andmutual trust,reduce the dislike and distrusteachother,soastoincreasemutualsympathy.4.Vocabularystrategyunderpolitenessprinciple5.PositivesignificancewordsCorrectmodalverbsLanguageisthecarrierofinformation.Aletterofattentivelychooselanguagecanexpressnotonlytheliteralmeaning,butalsocanpassanemotion,whichreflectsthepolitenessandconsideration.Abusinesslettershouldchoosesomewordswithpositiveemotionalmeaningssuchaspleased,satisfy,obliged,welcome,etc.Itcanmakeeachotherhappy,whichisbeneficialtobothsidesofthecooperation,especiallyinlettersaboutarrears,complaints,claims,evenifthewrongwedonthave,alsowanttodoanypositiveeffortstotheotherparttogetaffirmationandpraise,beingpolite.Becausemostbusinessletterscontactsareconsultationsorpublicconsultation,ofteninvolvesthedesire,promise,approval,proposals,urge,questionorcomplaint,rejection,argumentsandquery,condemned,etc.,so the modal verbs are used frequently in English business letters.Properusageofmodalverbscanoftenmakethetoneofthesentencemoremoderate,makeeachothereasytoaccept,toachieveidealagreement.6.SentencepatterncharacteristicsunderpolitenessprincipleSix politeness principles is the precondition of letters andvocabularyisabrick,butthefinalletterstillneedtousecompletesentencestoexpress.Roughlyspeaking,thetoneistheattitudeofthe author,with his emotion and intention related through thechoiceofwords,thearrangementoftheordertoachievedifferentemotionsandtonetheauthorwantstoexpress(Zhuguiping,2012:G43).InBusinessEnglishletterwriting,friendlytoneishelpfultogivereadersakindofpoliteimpression,thusmakingeffectivebusinessEnglishletterwriting.7.3.1UsethepassivevoiceAlthough using active voice can expressmore powerful in English business letters,the passive voice has a higher degree ofcourtesy.Becauseitdoesnotemphasizetheactionoftheinitiator,thespokenwordisnotimposedontheotherside,sothatrequestsoundsmoremodestandpolite.3.2UsequestionsentencepatternsQuestionsentenceistoexpressarequestora command by asking others ability orwillingness,than use direct statements orpositive words to express command moretactful,thus making the tone becomesindirect,unobtrusive.3.3UseconditionssentencepatternComparedusingconditionssentencepatternwith question sentence patterns,the onlydifferenceliesingettingridofthecompositionofthreateningfacewhenusingconditionssentencepattern,sothatthetonebecome more friendly.In addition,theconditionsofsentencepatternscanmakeitsadvicetentativenature.3.4UsingthesubjunctiveSubjunctivecantactfullyandpolitelyraisedhopes or comments,make the sentencemoretactfully,withmoreroomforconsultation,more conducive to reachingtradeagreement.8.AspectsnotedunderthepolitenessprincipleDuetoaboveall,welearnbasicformingofbusinessEnglishletter,buttherearesomeaspectsneedtopayattentionto.9.4.1EqualstatusforbothpartiesIntheprocessoftradenegotiations,whetherlargecompaniesorsmallcompanies,shouldberequiredtofollowtheequality,theprincipleofmutualbenefit.Inforeigntradecorrespondence,trade negotiations betweenthe two sides should be established on thebasisofequalityandmutualbenefit,toshowpoliteness.4.2AffinityforchoosingwordsPeace and friendship of the environment isthe main conditionof negotiation.Of coursethereisastrongaffinitythatwillbringsomeadvantages,butthechoiceof words is alsovery important.Euphemism makes it easierforpeopletoaccept,ontheotherhand,thestrongcoldwordswillwasteoureffort.Eachletterofcorrespondenceisacommunicationbetweenthesenderandthereceiver.4.3CommunicationindifferentculturalbackgroundPolitenessisaffectedbyculturalfactors,suchashistory,geography,lifestyle,religiousbeliefand other constraints.The characteristics ofdifferentculturalgroupshavedifferentculturalvalues.Theirsensitivityisthepolitenessone,alsocertainlyhavedifferentunderstandingtonotpolitemethods.10.ConclusionThepolitenessprincipleofbusinessEnglishletterisacommonrequirementofinternationaleconomic.Itscoreisallforthesakeofeach other.Business letter is not only used for the medium ofcommunication,but also to build up friendships and attractcustomers.Therefore,inthedailybusinessactivities,weshouldpayattentiontotheuseofpolitenessprincipleinbusinessEnglishwriting,soastopromotethebusinesscooperationsmoothly.Also,businessEnglishletterisaformofcross-culturalcommunication,whenwriting,you must pay attentionto the culturaldifferencesbetweendifferentcountries.Ifwrittencorrespondencealreadyhasnoticedintheapplicationofpolitenessprinciple,andconsideringthe cultural differences between different countries and ethnicgroups,thenbothsidesofthetradearelikelytobecarriedoutverysmoothly,tradechancesofsuccesswillbegreatlyimproved.11.12.