英语商务信函中的礼貌原则 毕业设计.docx
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英语商务信函中的礼貌原则 毕业设计.docx
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英语商务信函中的礼貌原则毕业设计
PolitenessPrincipleandItsPresentation
inBusinessLetters
Contents
Abstracti
摘要ii
ⅠIntroduction1
1.1TheImportanceandFunctionofBusinessLetters1
1.2PrinciplesofBusinessLetters2
ⅡPolitenessPrinciple3
2.1WhytoStudyPolitenessStrategiesinEnglish&Chinese4
2.2Politeness:
Chinese&WesternModels5
2.3PolitenessPrinciplesandBusinessLetters6
ⅢRepresentationofPolitenessinBusinessLetters7
3.1Politeness’PositiveRepresentationinBusinessLetters7
3.1.1Approbation7
3.1.2Sympathy8
3.1.3Agreement8
3.1.4Intimacy9
3.2Politeness’NegativeRepresentationinBusinessLetters9
3.2.1Euphemism10
3.2.2Respect10
3.2.3Apology11
ⅣHowtoApplyPolitenessStrategiesinBusinessLetters12
ⅤConclusion20
References21
Abstract
ThroughacomprehensiveandsystematicanalysisandcomparisonofEnglishbusinessletters,thispaperarguesthatthePrincipleofPolitenessinEnglishbusinesslettersshouldbeupheld.AlsopresentedinthispaperareseveralaspectsofpolitenessinEnglishbusinessletters.Withthedevelopmentofeconomy,businesslettershavebecomeanimportantwaytocommunicate.Bysendingbusinessletterstoeachother,wecanexchangeinformation,contactbusiness,negotiateandsolvetheproblemsexistingintrading,andalsopromotefriendship.Becauseofitscharacteristicsandfunctionsinbusinessletters,politenessshouldbepaidmoreattentionto.BusinessEnglishlettersarethemajormeansofwrittencommunicationbetweentwopartiesintheinternationaltrade.Howtowritebusinesslettersidiomaticallyisveryimportanttobusinessoftheenterprise.Acourtesyanddecentbusinesslettercanhelptobuildafavorablebusinessimageforthecompanyanddobusiness.However,aletterwithoutcourtesycannotonlyleadtothefailureofthebusinessbutalsodestroytheimagewhichthecompanieshavebuiltup.Therefore,thecourtesyofbusinesslettersisveryimportant.
Keywords:
BusinessLetters,PolitenessPrinciple,Representation
摘要
本文通过系统分析和大量实例的比较,论述商务英语信函应坚持的礼貌原则,归纳出当代商务信函中的礼貌表现。
随着社会经济的迅猛发展,商务信函逐渐成为人们在经济领域内的一种重要的交际手段,通过它人们可以交流信息、联系业务、商谈贸易、磋商、处理问题、传递友谊等。
商业信函的特点和功能决定了商业信函中必须注重礼貌策略的表现。
商务英语信函是国际贸易双方进行书面商务信息沟通的重要手段,其撰写的成功与否对企业的业务有着极其重要的影响。
一封礼貌有加、措辞得体的商务信函可以帮助一个公司建构起良好的商业形象,进而做成一笔好生意;反之,一封礼貌欠佳、用语不当的信函则会给一个公司带来负面的评价,使之弄砸了生意不说,还有可能毁了公司苦心经营的形象。
可见,礼貌在商务信函中的作用不容忽视。
关键词:
商务信函,礼貌原则,表现
ⅠIntroduction
Businesscorrespondenceisabasicactivityinvolvedintrade,andremainsaveryimportantformofcommunicationevennowadays.Theydelivertheircompanies’imagestothepublic.Businesslettersareoftenarrangementsorregardedasevidenceofacontract.Theyarewrittenforinformationexchangingandbridgeoverthedesiresbetweenbuyersandsellers.Themosteffectivelettershouldbeeasytoreadandeasytounderstand.Itmustbefriendlyandcourteous.Weshouldbearinmindthepointthatbusinesslettersplayanimportantroleinthedevelopmentofgoodwillandfriendlytraderelationships.
1.1TheImportanceandFunctionofBusinessLetters
Businessreferstothebuyingandsellingofbothgoodsandservices,includingallthoseactivitiesinvolvedinprovidingthegoodsandservicesneededordesiredbypeople.Internationalbusinesscommunicationisaprocessbywhichanoralorwrittenmessageisexchangedbetweenindividualsororganizationsofdifferentculturesthroughacommonsystemofsymbols,signs,orbehavior,withaviewtoproducingactualeffectsinbusiness.
Effectivebusinesscommunicationisthelifebloodofeverybusinessorganization.Anybusinessorganizationcannotfunctionwithoutbusinesscommunication,sinceabusinessorganizationisagroupofpeopleorganizedforbusiness,whoseactivitiesrequirethoseinvolvedtointeractandreacttoexchangeinformation,ideas,plans,andproposals;toco-ordinateandtomakedecisions.Thebehaviorofthemembersofanorganizationcanhaveafar-reachingeffectonthereputationandultimatesuccessofthecompany.Therefore,communicatingeffectivelycancontributeinavarietyofwaystothedevelopmentofthebusinessorganizationbecausesuccessfulmessagescaneliminateunnecessary-disputes,savetimeandexpense,createfavorableimpression,enhancegoodwill,andhelptoincreasethecompany’sprofit.However,allthoserequireonetobequitefamiliarwiththerecipient’sculturetobehaveproperlywhiledoingbusiness.Otherwiseonewouldbeconsideredimpoliteorrude,leadingtounexpectedfailureintheprocessofdoingbusiness.Therefore,itisimportantnotonlyfortheChinesetoknowabouttheforeigncultures,forexample,theEnglish-speakingcountries,butalsoforthoseforeignerstoknowaboutChina’s.
Inaword,theimpressioncreatedbyapolitelywrittenbusinesslettercanbeacrucialfactorinsuccessfulcommunicatingwithourbusinesscounterparts.Itisconcernedwiththesuccessfultransferofanideafromonetoanother,whichisavitalfactorinmakingourbusinesscommunicationrunsmoothlyandeffectively.Businesscommunicationmaytakemanyforms,suchasletters,reports,telegrams,cables,telexes,resumesandprintedformsthatareusedforspecialgoals.Here,wewillconcentrateontheletters,becausethepurposeofthestudyistofacilitateinternationalbusinesscommunication.Moreover,letteristhemainformusedtoexchangeinformationbetweenbusinessorganizations.Therefore,choosinglettercanmaketheresultsofthestudymorerepresentativeandmorehelpful.Inaddition,itwillbeeasytocollectdataforthestudy.
1.2PrinciplesofBusinessLetters
Consideration
Trytoputyourselfinhisorherplacetogiveconsiderationtohisorherwishes,demands,interestsanddifficulties.Findthebestwaytoexpressyourbetterunderstandingandpresentthemessage.Thatenablesarequesttoberefusedwithoutkillingallhopeofbusinessorallowsarefusaltodofavortobemadewithoutharmingfriendship.
Correctness
Correctnessmeansnotonlyproperexpressionswithcorrectgrammar,punctuationandspelling,butalsoappropriatetonewhichisahelptoachievethepurpose.Itislikelytoconveytherealmessageinawaythatwillnotcauseoffenceevenifitisacomplaintorananswertosuchaletter.Businesslettersmustbefactualinformationaccuratefiguresandexacttermsinparticular,fortheyinvolvetheright,thedutiesandtheinterestofbothsidesoftenasthebaseofallkindsofdocuments.Thereforeweshouldnotunderstatenoroverstateasunderstatementmightleadtolessconfidenceandholdupthetradedevelopment.Whileoverstatementthrowsyouintoanawkwardposition.
Completeness
Asyouworkhardforcompleteness,keepthefollowingguidelinesinmind:
Whydoyouwritetheletter,whatarethefactssupportingthereasons,whetheryouhaveansweredallthequestionsaskedornotandwhatthereaderisexpectedtodo.
Concreteness
Whatthelettercomestoshouldbespecific,definiteratherthanvague,abstractandgeneral.Take,forexample,somequalitiesorcharactersofgoodsthatshouldbeshownwithexactfiguresandavoidwordslikeshort,longorgood.Givespecifictime(withdate,month,yearandevenofferhour,minuteifnecessary).
Butavoidexpressionssuchasyesterday,nextmonth,immediatelyandetc.
Conciseness
Concisenessmeanscompletemessagebutbriefestexpressionwithnosacrificingclarityorcourtesy.Agoodbusinesslettershouldbepreciseandtothepoint.Singlewordsaremoreefficientthanphrases.Wordylanguagesandredundancyrequiremoretimeandmoneytotypeandtoread.Theyarenotwhatmodernbusinesspeoplewant.
Clarity
Keepconstantlyinmindwhatyouwanttosayinyourletter.Itiswelcomedifyouexpressyourselfclearlyanddirectlyinthesimplestlanguage.Plain,simplewordsaremoreeasilyunderstood.Aproperlyparagraphedmessageisrequiredforthepurposeofclarity.Forinstance,weusesemimonthlyinsteadofbimonthlyfortwotimesamonth.,becausebimonthlymaymeanbothtwotimesamonthandonceeverytwomonth.
Courtesy
Courtesymeanstoshowtactfullyinyourlettersthehonestfriendship,thoughtfulappreciation,sincerepoliteness,considerateunderstandingandheartfeltrespect.Answerlettersingoodtimeandwritetoexplainwhyifyoufailtodoitpromptly.Evenifyoudon’tthinktherecipientisright,youshouldstillrespondtactfullyandpolitely.Sometimesitisahelptouseyou-attitudeinsteadofI-attitude.
ⅡPolitenessPrinciple
Asweallknow,politenessphenomenapervadeinallhumansocieties,andallhumaninteractions.Sincedifferentsocietiesenjoydifferentcultures,anddifferentcultureshavedifferentnorms,values,pointsofview,habits,conventions,customs,etc.,differencesintheircriteriaforjudgmentsandtheirlinguisticmeansinrealizingpolitenessmayinevitablyexist.Agoodknowledgeofthosedifferencesandbehavingpolitelywilldomuchhelpinaccomplishingthecommunicatingbusinessgoalsbetweennations.
2.1WhytoStudyPolitenessStrategiesinEnglish&Chinese
Oneofoursocializationgoalsistolearnhowtobehavepolitely,linguisticallyorotherwise.Therefore,politenessandpolitenessstrategiesmayhaveadirectinfluenceonone’schoiceofverbalformsandsentencepatternsinachievinghis/herend.Moreover,politenesscanbetakenasasocialphenomenon,asocialconstraint,thestudyofwhichcaninevitablyrevealtheculturalcharacteristicsofacertainlanguage.Theabilitytoovercomeobstaclesincommunicativeinteractionsistermedaspolitenessstrategiccompetence,therequirementofwhichisenhancedwithChina’senteringWTO,asbusinessinteractionbetweenChinaandothercountriesisbecomingmorefrequentthaneverbefore.People,whomeettogetherforthepurpose
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