商务英语信函中的礼貌策略

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英语商务信函中礼貌策略的使用比较

英语商务信函中礼貌策略的使用比较在商务活动中，礼貌的使用是非常重要的，尤其是在英语商务信函中。

一封礼貌的信函不仅可以展现发件人的素质和修养，更能够让收件人感受到尊重和关心。

在英语商务信函中，礼貌策略的使用是非常重要的。

本文将比较不同的礼貌策略在商务信函中的使用，并探讨其效果和适用情况。

英语商务信函中最常见的礼貌策略之一是称呼语的使用。

在商务信函中，称呼语通常用于信函的开头部分，用于称呼收件人。

常见的称呼语包括Dear（亲爱的）、Respected （尊敬的）、Esteemed（尊敬的）等。

不同的称呼语传达了不同的程度的尊重和礼貌，因此在选择称呼语时需要根据收件人的身份和关系进行合理选择。

如果是与客户的信函，通常会选择Dear或Respected作为称呼语，以表达对客户的尊重和关怀；而如果是与合作伙伴的信函，可以选择Esteemed来展现对合作伙伴的尊敬；如果是与下属或同事的信函，可以使用Dear来表示亲昵和友好。

通过合理选择称呼语，可以在商务信函中表达出恰到好处的礼貌和尊重，让收件人感受到发件人的真诚和诚意。

英语商务信函中的礼貌策略还包括对语气的把握。

在商务信函中，语气的把握是非常重要的，因为不同的语气会传达出不同的信息和情感。

礼貌的语气通常体现在用词的委婉、客气和尊重上。

在商务信函中，委婉的用词可以避免直接表达负面信息，而是通过婉转的方式来传达。

在提出建议或批评时，可以使用“可能考虑一下”、“有待改进的地方”等委婉的表达方式，而不是直接指出问题或错误；客气的用词可以展现出对收件人的尊重和礼貌，比如在请求或建议时，可以使用“请”、“希望”等客气的用词来表达请求或建议；尊重的语气则可以体现在对收件人的称呼和态度上，让收件人感受到尊重和关怀。

通过婉转、客气和尊重的语气，可以在商务信函中传递出良好的礼貌形象，赢得收件人的好感和信任。

英语商务信函中的礼貌策略还包括对感情的控制。

在商务信函中，适当的表达感情可以增加信函的亲和力和感染力，但过分的感情表达可能会影响信函的专业性和正式性。

礼貌原则下商务英语信函的委婉表达

礼貌原则下商务英语信函的委婉表达礼貌原则下商务英语信函的委婉表达::商务英语信函作为中外企业之间业务往来的沟通工具，在中外贸易交往中发挥着重要的作用。

信函是否礼貌委婉关系到贸易的得失成败。

本文通过Leech的礼貌原则，来分析商务信函的写作特点，并论述了商务信函的委婉表达。

商务英语信函作为沟通工具直接面临着与对方的沟通，信函是否礼貌委婉关系到双方贸易的成败。

礼貌原则是商务信函的基本要求，用礼貌委婉的言语来表达，不仅能达到良好的交际效果，树立外贸企业的良好形象，而且能够给贸易双方的合作营造一个友好的气氛，有利于建立良好的贸易关系，进而促进贸易活动的顺利进行。

本文通过Leech的礼貌原则，分析了商务信函的写作特点，并论述了商务信函的委婉表达在词汇和语句使用上的应用。

?1 礼貌原则概述?语言学家Leech的礼貌原则包括六项准则，每个准则下有两个次准则。

(1)策略准则:尽量少让别人吃亏;尽量多使别人受益。

(2)慷慨准则:尽量少使自己得益;尽量多让自己吃亏。

(3)赞誉准则:尽量少贬低别人;尽量多赞誉别人。

(4)谦逊准则:尽量少赞誉自己;尽量多贬低自己。

(5)一致准则:尽量减少双方的分歧;尽量增加双方的一致。

(6)同情准则:尽量减少双方的反感;尽量增加双方的同情。

?2 委婉语的礼貌功能?委婉语的交际功能是在交际中避免冒昧和非礼,如果迫不得已涉及令人不快的事情时,应选择委婉表达以避免伤害对方的感情。

在社交时,人们总讲究以礼相待,尽量避免非礼言行。

使用委婉语,说话人不仅显得彬彬有礼,还因照顾了对方的情面往往可获取对方的好感和认可。

如用senior citizens(长者)代替old people和elderly people，这主要是因为senior这个词既可以指年龄大也可以表示身份地位高，而old, elderly只有年迈之意。

?3 商务信函的礼貌特点?这里所说的礼貌，并不是简单用一些礼貌用语，而是书写商务信函的基本原则。

关于商务英语信函中的礼貌策略研究

关于商务英语信函中的礼貌策略研究1.以他人为重的态度在商务中，礼貌原那么要求我们尽量从对方利益出发，站在对方的立场上表达我方的意愿。

站在对方立场上看问题，考虑对方的处境，明白对方的难处，使对方感到自己的地位受到尊重，鼓励对方与我们合作，从而促进业务的往来。

因此要尽量使用第二人称代词you和your，而较少用第一人称代词I， we， my和our，即your attitude。

例如：(1)Your active participation in this conference will be highlyappreciated.(2)We will highly appreciate your active participation in thisconference.(1)句虽合情合理，但没有完全采取对方立场。

用“我们认为”这种句型一定程度上是以自我的标准为中心，没有令对方感觉到是从收信人角度考虑，没把对方利益放在首位，不能表达我们的目的是让收信人觉得受到尊重和重视。

而(2)句那么以对方为中心，充分肯定了对方的积极参与，表达了礼貌原那么。

需要注意的是，在收信人有过失时，刻意使用you，实际上强调了对方的错误，使对方面子上过不去，而多用we和I却更能表达your attitude的内涵。

例如：Apparently you misunderstood our order.Anyway you shippedthe wrong thing.应改为： Apparently our instructions are not clear，with the result that the wrong article was shipped.这种多让自己承担责任，对对方少加指责，通情达理的婉转表达无疑是吸引合作伙伴的有利因素。

2.采用肯定的态度成功的信件往往都采用肯定的态度或肯定的思维，没有人期待一种否认的观点。

如何实现商务英语信函中的礼貌原则

如何实现商务英语信函中的礼貌原则一、本文概述随着全球化进程的加速，商务英语信函在国际交流中的重要性日益凸显。

商务英语信函不仅是商业活动中信息传递的主要工具，也是展示企业文化、塑造企业形象的重要窗口。

因此，如何在商务英语信函中恰当地运用礼貌原则，以建立和维护良好的商业关系，就显得尤为重要。

本文旨在探讨如何在商务英语信函中实现礼貌原则，分析商务英语信函中常见的礼貌策略，并结合具体案例进行解读。

通过本文的阐述，读者将能够更好地理解商务英语信函的礼貌原则，提升商务沟通的效果，进而促进商业活动的顺利进行。

二、商务英语信函中的礼貌原则概述在商务英语的交流中，礼貌原则起着至关重要的作用。

这不仅仅是因为礼貌是人际交往的基本准则，更是因为在商务环境中，礼貌的表达方式能够有效地促进双方的合作关系，提升交易的顺利进行。

商务英语信函中的礼貌原则主要体现在尊重、谦逊、理解、同情和得体等方面。

尊重是礼貌原则的核心。

在商务英语信函中，尊重的体现主要是对对方的身份、地位以及观点的认可和尊重。

这要求我们在写信时，要尊重对方的观点和决定，避免使用过于强硬或者咄咄逼人的语气。

谦逊是另一个重要的礼貌原则。

在商务环境中，过于自大或者傲慢的态度往往会让人感到不舒服，甚至会影响双方的合作关系。

因此，在商务英语信函中，我们需要以谦逊的态度来表达自己的观点和需求，以获取对方的理解和支持。

理解是礼貌原则的重要体现。

在商务英语信函中，我们需要充分理解对方的需求和观点，以同理心去体会对方的感受。

这不仅能够增强双方的沟通效果，还能够提升双方的信任度。

同情是礼貌原则的延伸。

在商务英语信函中，我们需要对对方的困难和挑战表示同情和理解，以表达我们的关心和支持。

这有助于增强双方的合作关系，提升交易的顺利进行。

得体是礼貌原则的基本要求。

在商务英语信函中，我们需要使用正式、规范的语言，避免使用过于随意或者粗俗的表达方式。

我们还需要注意信函的格式和排版，确保信函的整洁和易读性。

浅谈国际商务英语函电中的礼貌原则

1、对比分析不同国家和文化背景下的商务英语函电中礼貌原则的应用情况，以更全面地了解礼貌原则的跨文化特性。
2、深入研究礼貌原则与其他语用原则如合作原则、得体原则等的交互作用，以及它们如何共同影响商务英语函电的交际效果。
3、结合具体行业和业务场景，针对不同类型和级别的商务英语函电开展深入研究，以提供更具针对性的礼貌原则应用指导。
礼貌原则应用的研究现状
虽然礼貌原则在商务英语函电中的重要性已经得到广泛认可，但现有的研究大多从理论层面探讨礼貌原则的定义、特点和作用，很少涉及实际应用情况。此外，现有的研究多以单个礼貌策略为研究对象，缺乏对礼貌原则整体应用的研究。
礼貌原则应用的研究方法
本次演示采用实证先，我们从多家跨国公司的英文网站收集商务英语函电样本，确保样本的多样性和代表性。其次，我们对收集到的样本进行详细标注，包括交际场景、交际目的、礼貌策略使用等情况。最后，我们采用定量和定性分析方法对数据进行分析和解读。
展望未来，随着全球经济的发展和交流的不断深化，礼貌原则在更广阔的应用前景值得期待。它不仅将继续在商务英语函电中发挥重要作用，还将在其他跨文化、跨行业的领域中发挥更大的作用。因此，我们应持续礼貌原则的最新研究和应用进展，以便更好地将其应用于实践当中，促进国际间的交流与合作。
参考内容
引言
商务英语函电是国际贸易中重要的沟通工具，其中礼貌原则的应用对于建立良好的商务关系和促进贸易发展具有关键作用。礼貌原则强调在交际中尊重对方、保持谦虚和友好，这对商务英语函电的写作具有指导意义。本次演示旨在探讨商务英语函电中的礼貌原则应用，并通过实证研究方法分析其重要性和必要性。
讨论
本研究发现礼貌原则在商务英语函电中的应用具有重要的实际意义。首先，礼貌原则有助于建立良好的商务关系，增强对方的信任和合作意愿。其次，恰当的礼貌策略选择可以有效地化解商务冲突，避免不必要的误解和损失。此外，礼貌原则还具有潜在的长期效益，如树立企业形象、巩固客户关系等。

礼貌原则在商务英语信函中的应用

礼貌原则在商务英语信函中的应用
商务英语信函是商业交流的重要工具，礼貌原则在商务英语信函中的
应用至关重要。

以下是礼貌原则在商务英语信函中的应用：
1.称呼：应使用正式的称呼，如尊敬的先生或女士，或者使用对方的
职称或头衔。

在信函的开头和结尾使用适当的称呼，并根据对方的性别来
决定使用Mr.或Ms.。

2. 敬语：在信函中要使用适当的敬语，如需表达敬意、感激之情时，采用Thank you、Thank you very much等表达方式，表达诚挚而真诚的
语气。

3.文字表达：在商务英语信函中，文字表达应准确清晰、直截了当、
简单易懂，并保持一种正式而礼貌的语气。

4.谦逊：在交流时应表现出谦逊的态度。

避免使用过于强烈的语气和
措辞，以免产生误解。

同时，应保持真诚和友好，让对方感受到信件中的
诚意。

5.其他礼貌原则：在回复信件时及时回复，使用易于阅读的格式、适
当空白和标题，避免使用大写字母、缩写等不规范用语。

最后要注意核对
拼写和语法错误，以确保整封信函的质量。

总之，在商务英语信函中运用礼貌原则可以有效促进商业交流，增强
交流双方之间的信任和合作关系，使得商业合作更加顺利和成功。

礼貌策略在商务英语信函写作中的应用

礼貌策略在商务英语信函写作中的应用礼貌策略在商务英语信函写作中起着重要的作用。

礼貌策略无外乎两
个要点，其一是言外之意，其二是恭敬的文体。

言外之意指对对方的礼貌，可以通过使用一些表示尊重的称呼，避免出现冒失的语句，表达礼貌的态度，注意保持态度的缓和，以及遵守礼貌礼仪，如问候，致谢等来体现；
恭敬的文体指，要充分体现出恭敬的精神，例如信函中可以用一些恭敬的
谦辞及承认对方优越地位的语句，显得谦恭有礼，以表示对方的尊重，从
而增强信函的礼貌程度，使其显得客气有礼。

上述这些要点，尤其是言外
之意的体现，均可作为写作商务信函时的礼貌策略。

商务英语信函写作中的礼貌

商务英语信函写作中的礼貌商务英语信函是商业沟通中常用的一种方式，它用于与其他企业、客户、供应商等进行联系和交流。

在商务英语信函中，礼貌是非常重要的一点，良好的礼貌可以帮助你赢得信任并与对方建立良好的关系。

本文将详细介绍商务英语信函中的礼貌问题。

1. 开头的寒暄在商务英语信函中，开头通常都应该有寒暄。

例如，您可以用一些礼貌性的问候语来开始信函，如：Dear Sir or Madam,I hope this letter finds you well.Dear Mr. Smith,I trust this letter finds you in good health and spirits.2. 表达感谢在商务英语信函中，表达感谢是非常重要的礼貌性言语。

例如，如果对方提供了帮助，您可以用以下语句来表达感谢：Thank you for your assistance in this matter.I would like to express my sincere gratitude for yourkind help.3. 表达尊重在商务英语信函中，您还需要表达对对方的尊重，以展示您的礼貌和敬意。

例如，您可以使用以下语句：I greatly respect your expertise in this matter.Your insight and experience is much appreciated.4. 使用敬语在商务英语信函中，使用敬语也是非常关键的礼貌性言语。

例如，使用 "thank you"、"excuse me"、"may I ask" 等表达方式来表示尊重和礼貌。

5. 结束礼貌在商务英语信函中，结尾也需要有礼貌性的语言。

例如，您可以使用以下语句：Thank you for your attention and consideration.I look forward to hearing from you soon.6. 注意语气在商务英语信函中，语气也非常重要，要保持积极、礼貌，避免使用过于直接或尖锐的语言。

商务英语信函中的礼貌原则

商务英语信函中的礼貌原则商务英语是以适应职场生活的语言要求为目的，内容涉及到商务活动的方方面面。

商务英语课程不只是简单地对学员的英文水平、能力的提高，它更多地是向学员传授一种西方的企业管理理念、工作心理，甚至是如何和外国人打交道，如何和他们合作、工作的方式方法，以及他们的生活习惯等，从某种程度上说是包含在文化概念里的。

由此可见商务英语在我们的工作中十分重要。

今天就由的小编带大家了解一下商务英语信函中礼貌原则运用吧!1、策略原则即尽量减少他人付出的代价，增加对他人的益处。

这一原则较为适用于当我们在向别人发出动作时。

根据这一原则可以得出以下两个结论。

首先，就祈使句而言，提供比要求要礼貌一些。

如：have some more sugar 就比clean up the floor 要礼貌。

其次，在表示请求时，间接比直接要礼貌一些。

所以根据礼貌由浅至深的程度，直接的祈使句不如普通的疑问句礼貌，普通的疑问句又不如首先提出“是否可以做出请求”的疑问句礼貌。

例如：pass me the sugar. can you pass me the sugar?can i probably ask you to pass me the sugar?这三句话的礼貌程度是逐步加深的。

请求越来越不明显，从而给听者更大的拒绝的自由。

2、慷慨原则即尽量减少对自己的益处，增加自己付出的代价。

这一原则较为适用于当我们自己要发出动作时。

当发出提供性的动作时，直接比间接礼貌，如：let me set the table.i was wondering if i could possibly set the table. 当发出请求时，间接比直接礼貌。

如：i want to borrow your car. could i possibly borrow your car?3、称赞原则即尽量减小对听者的批评，增加对听者的赞扬。

这一原则一般分为两类，一是否定式称赞——间接的批评别人反而说好话。

礼貌原则及其在商务英语信函写作中的运用

礼貌原则及其在商务英语信函写作中的运用一、本文概述随着全球化的加速和跨国交易的日益频繁，商务英语信函作为国际贸易和商务沟通的主要工具，其重要性日益凸显。

在商务英语信函的写作中，礼貌原则的运用显得尤为重要。

本文旨在探讨礼貌原则在商务英语信函写作中的具体应用，以期提高商务英语信函的沟通效果和商务合作的成功率。

我们将对礼貌原则进行简要介绍，明确其在商务沟通中的重要性。

接着，我们将分析商务英语信函写作的特点和要求，探讨如何将礼貌原则融入商务英语信函的写作中。

我们将通过案例分析，进一步阐述礼貌原则在商务英语信函写作中的实际运用，以期对商务英语信函的写作实践提供有益的指导和启示。

二、礼貌原则概述礼貌原则，也被称为politeness principle，是语言交际中的一个重要概念。

它起源于社会语言学和语用学的研究，特别是在跨文化交际中，礼貌原则被视为确保交流顺畅、减少误解和冲突的关键因素。

礼貌原则的核心在于尊重对方，理解对方的观点和感受，以及通过合适的语言选择来维护双方的和谐关系。

在商务英语信函写作中，礼貌原则尤为重要。

商务信函不仅仅是传递信息或请求的工具，它更是建立和维护商业关系、展示公司形象和文化的重要载体。

在商务信函中运用礼貌原则，不仅可以增强沟通效果，还可以促进双方之间的信任和合作。

礼貌原则通常包括以下几个方面：尊重对方、谦逊表达、考虑对方的需求和感受、避免直接冲突、保持积极友好的语气等。

在商务英语信函中，这些原则的具体应用可能表现为使用正式和礼貌的称谓、表达感谢和赞赏、提出请求或建议时采用委婉的语气、以及在可能的情况下，提供解决方案或替代方案等。

礼貌原则在商务英语信函写作中的运用，不仅可以提高信函的质量和效果，还可以促进双方之间的和谐关系，为商务合作奠定良好的基础。

了解并熟练掌握礼貌原则在商务英语信函写作中的运用，对于商务人士来说，是至关重要的。

三、商务英语信函写作的特点与要求商务英语信函，作为商业沟通的主要方式之一，具有其独特的写作特点和要求。

商务英语信函中的礼貌策略-2019年教育文档

商务英语信函中的礼貌策略商务英语信函（Business English Letter）是以英语为媒介，以促进商务活动顺利进行为目的的信件，其涵盖的内容涉及与商务有关的诸多领域。

随着经济全球化和中国加入世界贸易组织，我国的涉外商务活动日益频繁，商务英语已经成为世界经济活动中必不可少的语言交际工具，作为涉外商务活动中传递信息和洽谈业务主要手段的商务信函得到越来越广泛的使用和普遍的重视。

在世界经济和信息技术快速发展的时代，商务英语信函已经成为对外贸易不可或缺的重要组成部分，为双方的沟通交流搭起桥梁，准确而具体地传递双方的各类相关的商务信息。

鉴于商务英语信函的重要性，商务英语信函的写作就显得尤为重要。

其中，礼貌是商务英语信函写作中要遵循的一个重要原则，可以说礼貌原则在商务英语信函写作中运用得恰当与否直接影响经济贸易与商业合作能否顺利进行。

礼貌的商务英语信函可以促进人与人之间的交流，使人与人之间的关系更融洽，给对方愉悦的感觉而乐意采取合作的态度，带来无限商机。

因此，对礼貌原则在商务英语信函写作中的运用进行分析与探讨是十分必要的。

本文将探讨使商务英语信函礼貌得体的主要方法和技巧。

1.及时回复在商务信函的写作过程中，及时是礼貌之首[1]。

及时回复信函是尊重对方、展现我方良好职业道德的重要环节。

如果对方没有在合理的时间内收到回函，就会认为我方无礼，问题、要求或建议没有得到应有的重视；或者认为我方故意回避或拖延，推卸责任，因而心存芥蒂，无形中破坏了双方关系，甚至会使双方的交易合作中断。

尤其对于抱怨、索赔信函，更是要给予及时、迅速和明确的答复，若问题的出现确属自己的责任，应立即纠正并谋求解决的方法；若一时无法定论，也应先回复来函，告知对方正在调查，并表明一定会妥善处理的态度；即使遇到不合理的要求，也要冷静礼貌地指明。

这样即使之前有某些误会，如果处理得当，反而会给对方留下办事认真、诚实可信的良好印象，从而继续保持友好的合作关系。

商务英语邮件5C原则

商务英语邮件5C原则
其次是Concise（简明）原则。

商务英语邮件应该用最少的词语传达
最多的信息。

为了做到这一点，邮件应该删除所有不必要的细节和重复的
内容。

句子应该精炼有力，没有冗余的修饰语或副词。

段落应该简洁明了，每个段落只传达一个主要观点。

此外，邮件应该避免使用复杂的句子结构
或艰深的词汇，而应该使用简单易懂的语言。

第三个原则是Courteous（礼貌）原则。

一封好的商务英语邮件应该
在语气上表现出对读者的尊重和关注。

邮件应该以礼貌的语气开头，并使
用适当的称呼。

邮件的语气应该友好和善意，避免使用侮辱或冒犯性的语言。

除此之外，邮件还应该感谢读者的时间和关注，以及表达希望能继续
合作的愿望。

总之，礼貌的语气能够增强邮件的亲和力，建立良好的商业
关系。

第四个原则是Correct（正确）原则。

商务英语邮件应该准确无误地
传达信息，避免语法错误、拼写错误和标点符号错误。

为了保证邮件的正
确性，写信人应该仔细检查邮件中的每个单词和句子，确保使用正确的语
法和拼写。

此外，邮件还应遵循邮件写作的规范，如适当使用大写字母、
标点符号和缩写。

商务英语信函中的礼貌表现

商务英语信函中的礼貌表现在全球化日益加剧的今天，商务英语信函在国际商务交流中扮演着至关重要的角色。

礼貌原则在商务英语信函中的应用，有助于建立和维护良好的商业关系，促进贸易的顺利进行。

本文将从礼貌原则的表现和应用两个方面，对商务英语信函中的礼貌原则进行深入探讨。

词汇选择：在商务英语信函中，礼貌原则的运用主要体现在词汇的选择上。

为了表达尊重和友好的态度，常常使用一些礼貌用语，如“尊敬的”、“感谢您的”、“谨此致以”等。

句式选择：礼貌原则也体现在句式的选择上。

在商务英语信函中，一般使用疑问句、虚拟语气等委婉、客气的句式，以避免直接、生硬的语气，从而表达出对对方的尊重和关心。

避免使用负面词汇：在商务英语信函中，应尽量避免使用负面词汇，如“不满”、“抱怨”等。

而是使用一些积极、正面的词汇，如“满意”、“感谢”等。

建立良好的商业关系：在商务英语信函中，通过运用礼貌原则，可以建立和维护良好的商业关系。

礼貌的表达方式可以减轻对方的压力和不安，增强信任和尊重，从而为商业合作打下良好的基础。

提高沟通效率：在商务英语信函中，运用礼貌原则可以有效地提高沟通效率。

礼貌的表达方式可以使对方感到被尊重和理解，从而更愿意提供帮助和合作。

同时，礼貌的表达方式也可以避免误解和冲突，确保沟通的顺利进行。

树立企业形象：在商务英语信函中，运用礼貌原则可以树立企业的良好形象。

礼貌的表达方式可以展示企业的文化素养和专业素质，赢得对方的信任和尊重，从而为企业的长期发展奠定坚实的基础。

在商务英语信函中，运用礼貌原则可以有效地提高沟通效率、建立和维护良好的商业关系、树立企业形象等。

因此，在撰写商务英语信函时，应注重运用礼貌原则，以展示企业的专业素质和文化素养，为企业的长期发展奠定坚实的基础。

在当今全球化的商业环境中，商务英语信函扮演着至关重要的角色。

通过这些信函，公司、客户和供应商之间得以进行交易、沟通和建立商业关系。

而在这些通信中，礼貌用语的使用不容忽视，因为恰当的礼貌用语能够增强沟通的有效性，促进良好的商业关系。

英语商务信函中礼貌策略的使用比较

英语商务信函中礼貌策略的使用比较一、对收信人的称呼在英语商务信函中，对收信人的称呼显得尤为重要。

在西方国家，通常会使用收信人的姓氏加上先生（Mr.）或者女士（Ms.）作为称呼，比如“Dear Mr. Smith”或者“Dear Ms. Johnson”。

这种称呼方式显得正式而礼貌，能够表达出对收信人的尊重。

而在东方国家，尤其是中国和日本等国家，称呼更加注重对方的身份和地位。

在商务信函中，有时会使用收信人的职称或者官衔来称呼对方，比如“亲爱的张总”或者“尊敬的李主任”。

这些称呼方式更加强调对方的地位和身份，以示尊重。

二、表达感谢和歉意在英语商务信函中，表达感谢和歉意是非常重要的礼貌策略。

当收到他人的帮助或者支持时，及时表达感谢是必不可少的。

在西方国家的商务信函中，通常会用“Thank you for your help”或者“I am grateful for your support”等表达感谢的句子来展现诚挚的感激之情。

这种方式能够在商务关系中增加互信和友好。

而在东方国家，表达感谢更多的会使用含蓄的方式，比如“承蒙您的帮助，我深感感激”或者“您的支持对我们非常重要，我衷心感谢”。

这种方式更加注重礼仪和传统，能够取得对方的认同和尊重。

而在东方国家，表达歉意更多的会使用更加谦和的方式，比如“因为我们的疏忽，给您带来了不便，我们深感抱歉”或者“由于一些误会，给您造成了困扰，我们深表歉意”。

这种方式更加注重面子和关系，能够化解矛盾，维护良好的合作氛围。

三、请求和答复而在东方国家，提出请求时通常会更加注重对方的感受和面子，比如“麻烦您…”或者“如果可以的话，麻烦您…”，以示谦逊和尊重。

在答复时，通常会使用更加谦和的措辞，比如“好的，我会尽力帮助您”或者“没问题，我会马上给您答复”。

英语商务信函中礼貌策略的使用在西方和东方国家有着一些共同之处，也存在着一些差异。

在西方国家，礼貌策略更加注重直接和委婉的表达，强调诚实和真诚；而在东方国家，更加注重逢迎和谦逊的表达，强调尊重和面子。

商务英语信函中的礼貌策略

论商务英语信函写作中的礼貌原则摘要：商务英语信函是一种比较正式的文体，被普遍应用于国际商务交往中。

商务英语信函写作中礼貌原则合理有效地运用，直接影响到当事人双方的贸易是否顺畅。

因此，商务英语信函写作中不仅有礼貌原则的形式要求，更主要的是注重其实现的准则和策略。

关键词：商务英语信函写作技巧礼貌原则Leech深入研究了语言交际中的礼貌现象，指出：为了不直接触及对方的面子，人们只能间接地、含蓄地表达真实的信息，让他人自己去理解其言外之意，在条件相同的情况下，把不礼貌的信息降低到最低限度，将他人的利益放在第一位，为他人着想, 从而使对方感到自己受到尊重, 成功实现交际目的。

Leech将礼貌原则分为六类：策略准则(少让他人受损，多使别人受益)、慷慨准则(少让自身受益，多让自身受损)、赞誉准则(少贬低他人，多赞扬别人)、谦逊准则(少赞扬自身，多贬低自身)、赞同准则(少反对别人，多赞同别人)和同情准则(少反感别人，多同情别人)。

这些准则以成对方式出现,以“自身”和“别人”为中心，并将礼貌的中心偏向“别人”。

这六条礼貌准则之间有着许多相互的联系, 尽量最低化自身的利益和要求，而最高化别人的利益和要求。

1 主要内含商务英语信函写作中的礼貌原则是在商贸实践中，每份商务英语信函都有其明确的目的，即成功有效地与商务交往伙伴沟通信息，使交易顺利进行。

在这个过程中，如何将礼貌原则体现在文字上，并准确无误地表达出去就显得尤为重要。

要想达到写信函的人与看的人有效沟通，写信时要充分考虑对方的要求、愿望和情感，避免使用命令或粗鲁的语言。

商务信函写作的目的是通过书面内容处理商务问题，建立或巩固商务伙伴之间的感情。

这就要求当事人在特定的语境下有策略地表达其不同观点，从而使自己在交易过程中的关键方面占优势，成功地达成交易。

商务信函沟通技巧在全球化的经贸往来中变得越来越不可或缺，因而合作是否达成主要依赖于礼貌原则的正确运用。

但是由于贸易双方的互利互益的特殊身份，当贸易过程中产生矛盾时，策略地采用礼貌原则，向对方发出友好、体谅及尊重的信息，从而达到有效交际的目的。

英语商务信函中礼貌策略的使用比较

英语商务信函中礼貌策略的使用比较在英语商务信函中，礼貌策略非常重要。

礼貌策略即是指在交流中运用的语言技巧，能够使对方感到尊重和被重视，避免产生负面情绪。

在商务信函中，礼貌策略的使用具有很大的意义，在适当的场合、面对不同的人群、处理不同的问题都要有所不同。

首先，邮件的开头与结尾部分都是表示尊重和信任的重要环节。

邮件的开头通常应使用适当的敬语称呼诸如“尊敬的”、“敬爱的”、“亲爱的”等字眼，并在称呼后加上收件人的名字或姓氏。

在结尾时，常用“祝好”、“敬祝”、“敬祷”等礼貌用语，以表达对收件人的祝福和对问题的解决的期望。

这些礼貌语言的使用能够使邮件看上去更加正式和正经，而非简单的交际方式。

其次，礼貌策略与对待问题的态度密切相关。

当需要对某一事情做出反馈时，如果使用过于尖锐而不礼貌的措辞，会引起收件人的负面情绪，甚至会影响以后的沟通和合作。

在这种情况下，需要使用比较委婉的语言来描述问题，针对事实进行批评，但不伤害对方的自尊心，更不要以攻击对方为目的。

另外，礼貌策略还跟信函的目的有关。

如果是向客户或合作伙伴发送邮件相关的业务合同、订单或商业计划等，性质很正式，那么整篇邮件中需要运用一定数量的敬语，注意文本的整体格式及准确性。

在一个长篇信函中，多使用一些表达感谢、抱歉、请求等意思的形容词和动词，能够使邮件显得更尊重，也能让收件人获得更好的心理体验。

最后是在商务信函的回复邮件中，不管是对合作伙伴的询问、投诉还是产品失败等问题都要予以及时回复，以体现我们的诚信。

即使我们无法立刻解决问题，也应该在邮件中表达谦虚和感谢，感谢对方的支持并向他们宣传我们对问题的解决方案。

同时，要理智的对事情作出反馈，不要将情绪控制不住，措辞恶劣，打击对方自尊心及合作积极性。

总之，在英语商务邮件的书写中，舒适的语言风格是非常重要的。

礼貌策略的使用常常在文本的选择、表达、询问、致谢等方面有所体现。

只有将其运用恰如其分，才能够产生良好的效果，协助我们赢得商业机遇并促进更进一步的发展。

英语商务信函中礼貌策略的使用比较

英语商务信函中礼貌策略的使用比较
在英语商务信函中，礼貌策略的使用非常重要，可以帮助建立良好的商业关系，增强信任，减少误解和冲突。

下面将比较几种常见的礼貌策略在商务信函中的使用。

1.称呼和问候语: 在商务信函中，使用恰当的称呼和问候语是表达礼貌的重要方式。

常见的称呼包括“尊敬的先生/女士”，“亲爱的/敬爱的”等。

问候语则可以根据关系的亲近程度选择，如“祝好”，“祝一切顺利”等。

在使用称呼和问候语时，需要注意尊重对方的身份和地位，避免过于亲昵或不恰当的用语。

2.正面措辞: 在商务信函中，使用正面的措辞可以增强对方的信任和好感。

用肯定的语气表达对对方的欣赏和赞美，使用友好的语气提出请求或建议，避免使用傲慢或威胁的措辞。

避免使用否定或抱怨的措辞，以维护双方关系的和谐和积极性。

3.委婉语: 在商务信函中，有时需要表达不同意见或拒绝请求，使用委婉的语言是一个很好的策略。

使用谦虚的措辞表达自己的观点，使用“或许”、“可能”等词语来表达不确定性，避免直接否定或挑战他人观点的措辞。

委婉语的使用可以减少冲突和争议，同时保持尊重和友好的态度。

4.感谢和表扬: 在商务信函中，感谢和表扬的词语经常使用，可以表达对对方的赞赏和感激之情。

感谢对方的时间和关注，感谢对方的合作和支持，表扬对方的专业能力和成就等。

这些表达可以增加对方的满意度和信任度，进一步促进商务合作的发展。

在商务信函中使用礼貌策略是非常重要的，可以帮助建立积极的商业关系，增强信任和合作的意愿。

通过恰当的称呼和问候语，正面的措辞，委婉的表达和感谢表扬等方式，我们可以传递友好、尊重和信任的信息，达到预期的商业目标。

商务英语信函写作中的礼貌策略探析正文

IntroductionWith the development of the world economy, China owns an irreplaceable position in world trade. Business English, as a kind of common language for specific purpose, is an important tool in foreign economic activities. Business correspondence serves as an important intermediary of exchanging information, building and maintaining harmonious business relationships and doing other business activities. Politeness, as an important criterion in language activities, is a prerequisite to establish a good international relationship. Politeness is also an important characteristic in business correspondence. Under the guidance of the politeness principle, English correspondence can accurately express sincerity and respect, realize effective communication, promote the development of the business activities smoothly, and finally contribute to the business cooperation.In Oxford Advanced learner’s English-Chinese Dictionary politeness is defined as “1.Having or showing that one has good manner and consideration for other people; 2.(typical) of a superior class of society; refined”Politeness, as a universal phenomenon existing in our daily communication and permeating in every aspect of an individual’s life, has drawn a lot of linguists’attention. Lakeoff thinks that “politeness is a system of international relations designed to facilitate interaction by minimizing the potential for conflict and confrontation inherent in all human interchange”(Lakeoff, 1973:298). P oliteness’theory of Brown and Levinson’s was originally published in 1978; they consider politeness as forms of behavior that allow communication to take place between potentially aggressive partners (Brown &Levinson, 1978).Politeness plays such an important role in the whole process of the business communication and it is also the essential skill that all businesspersons should master. However, when we look into the writing process of business correspondence in China, we may find that much attention is paid to the informational function rather than the interpersonal function. So in the business English world the study of politeness is an imperative thing.1. An overview of politeness principlePoliteness, as a public activity existing in a lot of language communities, attracts great attention from the socialists and linguists. Due to the complex nature of politeness, it is very difficult to give a universal definition to it. Linguists attempt to explain politeness from different angles and at various levels, thus, leading to a great number of unconnected studies.Fraser reviewed three approaches counting for politeness, including the social-norm view, the conversational-maxim view, and finally, the face-saving view.1.1. The social-norm view of politeness principleThe social-norm view is one traditional view regarding politeness as the social behavior in any society. According to Fraser (1990) “the social-norm approach has few adherents among current researchers.” This view is about desirable language and behaviors when people make choices in actual language use.1.2 The conversational-maxim view of politeness principleThe Conversational-maxim view provides a set of principles to explain politeness. This view is mainly based on Grice’s Cooperative Principle. Lakoff and Leech are the two main contributors to this view. They produce works similar to that of Grice.1.2.1 Grice’s cooperative principleAccording to Grice, a conversation takes place smoothly only when the speaker and the hearer totally recognize the rules that lead their language and behaviors, and also have the same reaction of each other’s words and acts. In his famous paper Logicand Conversation, Grice proposed that a set of maxims and sub-maxims that guide and limit people’language and behaviors. The maxims include quality, quantity, relation and manner, each of which includes one or more sub-maxims, so in a letter participants should know “relevantly, clearly and sincerely, while giving useful information”.1.2.2 Lakoff’ views on politenessLakeoff is the first researcher to explain politeness with Grice’s Conversational Principle and she contributes a lot in the development of politeness. She studies politeness from the conversational-maxim point of view, which is, seeing politeness as the avoidance of offence.To be clear and to be polite are Lakoff (1973)’s two rules of pragmatic competence. She argues that if the information being conveyed in the communication is noticeable, the speaker will focus on the clarity in a conversation; if not, the speaker will pay much attention to the social position of the hearer and other related factors in the conversation than the clarity.1.2.3 Leech’s politeness principlePoliteness principle proposed by Leech is another important theory of politeness. He agrees with Grice’s framework of Cooperative Principle but he suggests that it should be improved and expanded. In his opinion, politeness has nothing to do with “pragmatic progress”, but with “the attainment of social goals”(Watts, 1992)1.3 The face-saving view of politeness principle1.3.1 The definition of faceFace-saving view is based on the rational person, who has certain state in the social communication. The concept of “face” is introduced by Erving Goffman, who defines “face”as the “the public self-image that every member wants to claim for himself” (Goffman, 1967).Based on the notion raised by Goffman, Brown and Levinson have their own face-saving theory. According to them, “face” covers two aspects:(1) Negative face: the want of a person not to be appreciated, understood by others.(2) Positive face: the want of a person that his ideas, achievements, goals, etc. should be desirable to at least certain others.1.3.2 Face-threatening actsIn order to achieve their particular goal, rational people tend to minimize their loss of face and avoid confliction. However, it is quite likely that some people will act against the hearers’willing and threaten their face. Those speech acts are called Face-Threatening Acts (FTA) by Brown and Levinson.Brown and Levinson distinguish the face-threatening acts as follows:(1) Those that threaten the addressee’s negative face want, by indicating (potentially) that the speaker does not intend to avoid impeding the hearer’ freedom of action, including: orders and requests, suggestions, advice, reminding, threats, warnings, dares, offers, promises, compliments, expressions of envy or admiration, expressions of strong emotions toward the hearer, e.g., hatred, lust;(2) Those acts that threaten the positive face want of the addressee, by indicating that the speaker does not care about the addressee’s feelings, wants and so on.(3) Those that offend the speaker’s negative face, including: accepting the hearer’ s thanks or the hearer’ s apology, excuses, acceptance of offer, response to the hearer’ s faux pas, unwilling promises and offers and so on;(4) Those that directly damage the speaker’s positive face, including: apologies, acceptance of a compliment, self-contradiction, and confessions, admissions of guilt or responsibility and so on.1.3.3 Face-saving politeness strategiesIn order to have a more successful communication and achieve their goals, people always try to avoid face-threatening acts as mentioned above in the process of communication. But a lot of people have to say or do something undesirable to the hearer, and in these situations politeness strategies are needed to reduce the impact of the unfavorable words and actions.On the basis of two aspect of negative face or positive face, politeness principle can be classified into three major forms: positive politeness, negative politeness and off-record politeness.(1) Positive politeness is oriented toward the face of the hearers’ desire, showing that the speaker recognizes hearer’s positive face want. Positive politeness strategies include: noticing to the hearer’s wants, exaggerating interest, intensifying interest, seeking agreement, assert knowledge of the hearer’ wants, be optimistic, givereasons, give gift to the hearer.(2) Negative politeness is oriented toward the hearers’ desire to maintain claims of territory. Negative politeness strategies include: being conventionally indirect, questioning, being pessimistic, and giving deference.(3) Off-record politeness refers to the indirect strategies that avoid making any definite or clear imposition on the hearer. By going off record, there is more than one interpretation of an utterance, so the speaker cannot be held to have done the FTA and the hearers can choose not to understand.This thesis discusses politeness strategies from different aspects, including the social-norm view, the conversational-maxim view and the face-saving view. Thus, knowing how to use a language correctly just means being able to assess these values accurately and correlate them with certain language expressions, ways of speaking. The study of politeness principle can contribute to the accuracy of business correspondence.2. An overview of business correspondence2.1 The definition of business correspondenceBusiness refers to all the activities of buying and selling goods and services. To most companies, business letters are the main means of establishing business relations with the outside world. As one of the most popular means of communication in business activities, business correspondence plays an irreplaceable role in the fulfillment of business communication. Generally speaking, business correspondence can be defined as the correspondence used in business transaction.2.2 Functions of business correspondenceAccording to different contents and information, business correspondence has three functions.(1) To influence the reader’s attitude and action, such as sales letters for promoting products.(2) To inform the readers, such as letters placing orders, making complaints, and giving responses to request.(3) To entertain readers, such as thank-you letters, that is, to establish good relationships with certain people.According to the long-term role the letters also have three functions.(1) It is one of the best ways to ensure that your message is received, particularly if you are discussing complicated, technical or highly detailed information.(2) Business correspondence also serves as a part of a company’s permanent record.(3) It is also function as written contracts by the courts.2.3 Classification of business correspondenceBusiness correspondence is widely used in business activities and is influenced by lots of factors. Usually there are three main ways of classifying business correspondence.(1) According to the content of the letters, business letters have some major types: sales letters, placing an order, request letters, response letters, letters cancelingan order, collection letters, explaining problems and so on.(2) According to the function, business correspondence includes letters to inform the reader’s letters to enjoin the readers and letters to influence the readers.(3) According to the message or information appealed in the business correspondence, it includes good-news letters, neutral-news letters, bad-news letters and persuasive letters.Routine business correspondence threatens neither the positive nor the negative face of the reader. And most of the business correspondence aims at conveying information other than conducting the reader’ behavior or criticizing the reader. This thesis will give a detail expression through several business correspondences.2.4 Importance of politeness in business correspondencePoliteness contributes mainly to the interpersonal communication part of business correspondence. That is to say, it helps to create and maintain the friendly relation between the writer and the reader. Courtesy emphasizes the messages in the good-news letters and lightens the negative information in the bad-news letters, and enhances the cooperative relation between the two parts.On the contrary, if the writer does not pay much attention to the politeness, the letters may easily be treated as a routine business letters and can not enhance the business relationships.From the above analysis we may see that politeness is one of the basic ways of leading and constraining the business communication. So we should pay much attention to the principle of politeness.2.5 Methods of showing politeness in business correspondenceIn order to giving people a good business letters, there are some general methods of achieving politeness in business English letters.(1) The writer should use polite words and expressions, such as “thank you”, “would you please…”, “please”, “would you like to…” etc. whenever necessary.(2) The writer should be considering the reader’s problems and thoughts. Thus the writer must be very thoughtful.(3) The proper tone is needed in the letters. Before writing the letter, the writer should think about the relationship between the writer and the reader and at last choose the proper tone to express the idea of them.(4) The writer should use a positive attitude during writing the business letters. Taking the positive point of view lays stress on the favorable side of the message, which can help to create the positive climate and attend to the reader’s positive face want.These methods of being polite in business English letters can be used in almost all kinds of business letters and they will help us to approach favorable business writing.3. Politeness strategies in business correspondenceThe previous sections show the importance of politeness in business correspondence. This section will examine the four major types of business English letters carefully and discusses the application of different kinds of politeness strategies in each of them.3.1 Politeness strategies in good-news lettersGood-news letters show favorable messages to the reader, so it is easy to get a pleased response from the reader. In the good-news business letters, the words showed just what the reader expects, so it is beneficial to the reader. In writing a good-news business letters, the more concrete, the more direct, the more personal and vivid the language is, the more polite and effective the letters are.3.1.1 Politeness strategies in good-news business correspondence at the word level3.1.1.1 Using specific wordsGenerally speaking, as the words of the letters are beneficial to the reader, the specific words are better than general words. Specific words give a much vivid and detailed presentation of the words. Thus it helps to develop a great thought in the reader’ mental world.3.1.1.2 Using “You” instead of “I” or “We”Treat the reader as if they are sitting next to you. This means that you can call them you rather than the supplier, or the customer, or the receiver. Likewise use me and us when you are referring to yourself or your organization. Using “you” or using “I” and“we” stand for two different approaches in writing: you-oriented approach and I(we)-oriented approach. You-oriented approach focuses the attention on the reader while I (we)-oriented approach focuses on the writer.3.1.2 Politeness strategies in good-news business letters at the sentence levelProper words are the most foundation part of successful communication. Butsome times words themselves cannot express perfect meanings until they are arranged in a sentence. So it is important to learn how to arrange the words and expressions in a letter. There are some useful techniques in the development of the letter.3.1.2.1 Using short sentencesAs mentioned previously, the more clearly and direct, the more polite the letter will be. Short sentences contain fewer words and are simple in structure, so it is easier to read and understand. Using short sentences decreases the possibility for the messages to be missed or misunderstood, and guarantees the successful delivery of the messages. Here are some examples:Example (1): We are interested in buying a large quantity of Liangmianzhen toothpaste advertized in the July issue of China today.Example (2): All the relevant documents are ready.Example (3): For your first-time order, I want to thank you on behalf of the company.Example (1) is really a brief and simple sentence. In this sentence, the writer expresses his/her idea in a direct way. Example (2) is telling a piece of good news in a very short and simple sentence without any unnecessary related information. Example (3) is expressing thanks to the reader; the writer uses a prepositional phrase to explain the reason so as to make the sentence short and effective.3.1.2.2 Using active voiceUsing Active voice is the best way in transferring the good messages.Sentences in active voice are clearer and more direct than those in passive voice, which is the requirement of the politeness principle. It can also show the writer’s willingness to the reader and consider the reader’s benefit. For instance: Example (4): We are in receipt of your payment.Example (5): We have received your payment.Example (6): Thanks for sending us your payment.Example (4) uses a noun phrase to state the fact of having received the payment, dull and without any personal emotion. Example (5) is more natural and forceful, thus is betters than example (4). Example (6) uses the active voice. The tone is natural, friendly and sincere, thus is most likely to get a favorable response from the reader. So, Example (6) is the most politeness one among the three.3.1.2.3 Using affirmative structuresAs mentioned above, politeness plays a more important role in a successful business correspondence. In good-news business letters, positive ness can be gained through using affirmative structures. Here, affirmative structures mean not only affirmative words but also phrases with affirmative meanings. Affirmative structures express the messages from positive point of view and stress the benefit brought to the reader, it can attends to the reader’s positive face want. Compare the following examples:Example (7): We are withholding your shipment until we receive the payment.Example (8): We will deliver your order to you as soon as the payment is received.Example (7) uses the negative conjunction until, which lays the stress on the payment. This way of expression weakens favorable effect of the massage and also it maximizes the writer’s benefit and gives the impression that the writer thinks only of himself. Besides, the tone of the sentence sounds arrogant and threatening to the reader. Example (8) focuses on the beneficial side of the message, the delivery of the reader’s order. It also uses the affirmative phrase “as soon as”to enhance the beneficial effect by showing the writer’s willingness and thoughtfulness for the reader. Compared with example (7), example (8) is much more friendly and polite, thus is more acceptable to the reader.3.2 Politeness strategies in bad-news business correspondenceDifferent from the good-news business letters, bad-news business letters show message that is undesirable to the reader’s benefit and may not be accepted by the reader. So in bad-news letters, the letter should be less direct, and includes elements which help to lessen the impact. We should not start the letters with the bad news. 3.2.1 Politeness strategies in bad-news business correspondence at the wordLevel3.2.1.1 Avoiding you-languageAs we all know, you-language gives readers a very strong tone and stress attitude to the reader. When the words are good for the reader, we should use more that kind of words to emphasis the effect. But when the words are bad for the reader, it is better for us to avoid you-language. In order to show the correct meaning of the sentence, the writer should pay much attention to the “you-language”.3.2.1.2 Using noun phrases instead of verb phrasesIn conveying unfavorable messages, it is better to use noun phrases than verbs. Compared with verb phrases, noun phrases focus on the statement or the facts themselves rather than the action of the actor. In other words, noun phrases state the facts without centering the actor’s intention. So they can make the transferring of the bad news more indirect and less offensive. To conclude, noun phrases should be extensively used in bad-news business letters. Compare the two examples: Example (9): I made a mistake in accepting Mr. Taylor’s credit application.Example (10): It was a mistake to accept Mr. Taylor’s credit application.Example (9) uses the verb phrase “I made a mistake”, which emphasizes the action of making, and at the same time shows the writer is active in making the mistake and should be responsible for the mistake. Things are different in example (10). A noun phrase is used to state the mistake, which is more neutral and more objective. Besides, the sentence does not point out directly who should be responsible for the mistake, which greatly attends to the writer’s positive face.3.2.1.3 Using neutral words instead of negative onesIt is very important to avoid words that with negative meanings in business English writings. Generally speaking, the meaning of a word consists of two parts, which are conceptual meaning and associative meaning. Negative words make people feel unpleasant and upset. So it is important for the writer to choose the right words. Compare the following two examples:Example (11): Please ignore this reminder if your payment is already in themail.Example (12): Please disregard us for this reminder if your payment is already in the mail.In example (11), the use of the word “ignore”, which contains an implied accusation that the reader is not paying attention to the letter, is not easy to understand by the reader. Example (12) uses the word “disregard”, which is neutral in meaning and more natural, thus is more acceptable to the reader. So, in writing a bad-news business, to avoid words with negative meanings is necessary.3.2.1.4 Using modal auxiliariesModal auxiliaries play a very important way in expressing requirement or suggestion in a more polite way. There are some words like: will, would, can, could, may, might and so on. At the same time, these words are also used to show the politeness in our communication. In bad-news business letters, the writer can use modal auxiliaries to refuse the reader’s requests or suggestions, and to avoid threatening the face need of the reader. Compare the following two examples: Example (13): Please make the payment by July 1.Example (14): Would you please make the payment by July 1?The above two sentences are both acceptable, but the latter one sounds more mannerly. Instead of making a request directly like example (13), example (14) makes a suggestion by asking about the speaker’s attitude towards the request, which is much more diplomatic, thus is more acceptable.Beside, modal auxiliaries are often used in subjective mode, which we willdwell on later.3.2.2 Politeness strategies in bad-news business letters at the sentence level3.2.2.1 Using longer sentences with complex structuresWhen writing a bad-news business letters，longer sentences with complex sentence structures are a better choice. According to Leech (1983), when a message is unbeneficial to the reader, the more indirect it is shown, the more polite it is. So in writing a bad-news letters, we should try our best to de-emphasize the bad news to decrease the negative emotion caused by the bad news. Longer sentences avoid stressing the bad news, thus lessen the negative emotional impact on the reader. Compare the following two examples:Example (15): The repair will cost $ 13,000Example (16): Although the repair will cost 13,000, additional work will not be required for two years.Example (15) conveys the unfavorable message in a short simple sentence with only five words. The whole sentence draws the reader’s attention to the negative information, the cost of $13,000, which is indeed a big cost to the reader and is just what the reader would not like to see, thus greatly threatens the reader’s negative face want. Different from example (15), example (16) chooses a longer complex sentence, which cushions the overreaction that may be caused by the bad news. Besides, it inlays the unpleasant news in an adverbial clause of concession introduced by although, which shifts the reader’s attention to the following information that benefits the reader.To sum up, longer complex sentences help convey the unpleasant message in a roundabout way and de-emphasize the unpleasant message, thus mitigate the face threat to the reader. Using longer complex sentences facilitates the realization of politeness and friendly relationship.3.2.2.2 Starting from the positive point of viewAs is known to all, positive plays an important role in helping to achieve politeness in bad-news business correspondence. Expressing the message from the positive point of views shows the message in an indirect way, which avoids the direct irritation to the reader. And also emphasizing the positive aspects helps the reader forget the bad emotion. To sum up, it provides the reader with reasons or options for the bad news and lessens imposition by giving the reader more freedom in making a decision. Compare the following two examples:Example (17): There can be no exceptions to this policy.Example (18): This policy must apply equally and fairly to everyone.The negative message of refusal threatens the reader’s positive face. Using the word “no”, to which most of the people are sensitive, to express the refusal strengthens the negative effect.Instead of expressing the refusal directly, example (18) chooses to present it in a positive way by stating it as a general rule that is not directed at the reader. Also, it gives out the reason why to refuse and assumes the reader is rational enough to realize the necessity of the refusal. Once accepting the reason of the refusal, it is much easier for the reader to accept the refusal and react cooperatively. The unfavorable emotionof the reader is greatly soothed by the positive tone. Lessening the degree of imposition by letting the reader make the decision, it is a typical manifestation of negative politeness strategy.3.3 Politeness strategies in persuasive business correspondenceBusiness is often about selling, and to sell we often need to persuade customers to buy. This is normally left to specialists within a company, such as sales and marketing staff, or outsourced agencies with the relevant expertise. Therefore, writing a persuasive business letter, it is of vital importance to think from the reader’s point of view, arouse the reader’s interest and maximize the emphasis on the reader’s benefit. The following is the sample of this view:Sample:Dear Ms. Smith:ABC has always generously supported the Rainbow RidgeGeneral Hospital. Your donation last year of $ 1,000 was asignificant contribution to our 200-campaign.In this time of economic restraint, there is a large gapbetween available funds and the health care needs of the peopleof Rainbow Ridge. I am aware that ABC, like several othercompanies in the community, bases its corporate gift to thehospital on a per employee amount. However, we are asking youto rise to the current challenge and increase your donation fromlast year’s $11.7 to $12.94 per employee for 200.The new amount represents the average per employee giftour ten Rainbow Ridge companies donate, and it will make adifference to the health of our community members. In addition,your increased contribution will encourage other companies in。

商务英语信函的礼貌策略

商务英语信函的礼貌策略【摘要】本商务英语毕业论文主要研究商务英语信函中礼貌策略的应用。

本文将基于 Brown 和Levinson 的面子威胁理论及其所包括的礼貌策略对商务英语信函的词汇、句法特点进行分析。

【关键词】商务英语信函；礼貌策略；面子威胁行为一、引言根据Blum-Kulka 的观点，礼貌原理不仅被广泛地运用于人们的日常对话中，同时对书写得体的商务信函，实现其交流的目的也起到了重要作用。

用礼貌原理可以解释商务信函词汇和句法特点。

Brown 和 Levinson 的礼貌原理包括三个主要概念：面子、面子威胁行为和礼貌策略。

积极面子是指希望得到别人的赞同和认可。

消极面子是指不希望别人强加于自己，自己的行动自由不受干涉，阻碍。

面子威胁行为是指，在言语交际中，言语行为通过危及人们对赞同和一致的需求而在某些时候威胁面子。

按照 Brown 和 Levinson 的说法，大部分言语行为都会成为威胁面子的行为。

所以要想成功的达到交际的目的，人们在施行威胁面子的言语行为时，就要尽力去避免威胁或伤害到对方的面子而采取相应的礼貌策略。

他们按照对听话人面子威胁程度的高低把礼貌策略分为：公开施行面子威胁行为，积极礼貌策略，消极礼貌策略，非公开礼貌策略，不施行面子威胁行为。

本文将重点探讨积极礼貌策略和消极礼貌策略。

二、积极礼貌策略在商务英语信函中的运用1.使用积极的词汇。

书写商业信函时，作者运用积极的词汇表达他对读者的关心和理解，维护读者渴望被认可的积极面子，激发写信人和读者的共识，表现出双方的合作关系。

这些积极词汇包括很多方面，如感谢、赞扬、认同、同情、承诺、乐观等。

2. 使用you-attitude。

对方观点：首先，它表明作者站在读者的角度看问题，体现作者对读者利益的真挚的关怀、尊重和敬意，维护对方的积极面子，构建和谐的关系；其次，you-attitude体现一种写作风格，用积极的方式，乐观的态度和愉快的口吻表达观点。

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