In business English letter, politeness is very important, it should always be noticed the letter’s politeness and varied tones, accurate deliver, politeness could bring friendliness and attract the other party. So, we must adopt the politeness strategy to remedy the other side’s face, reducing the face threatening. The application of the positive politeness and the negative politeness in business English letter are quite important.
2. 1 The positive politeness in business English letter
In accordance with Brown and Levinson’s politeness theory, the positive politeness strategy is that speakers are in order to satisfy the listeners’ request and takes measures. Positive faces means to get others’ affirmation and praise. In order to keep the other party’s positive face not to be damaged, it is necessary to use positive politeness strategy for speaker to make listener’s face be admire by every possible means. Therefore, speaker and pander to listener’s intention and please listener’s language application, make listener feel their behavior and win the speaker‘s recognition as well as approval. The main centerpiece of business English letters’ positive politeness is glorification: showing the friendliness, refraining from divergence.
2. 1. 1 The strategy of compliment
The strategy of compliment is a kind of positive strategy which satisfies listeners’ active face need; it is also a kind of “social catalyst”. Using compliment and flattery to satisfy the honorary psychology of the other party could attract the other party’s attention and interesting manner. In different occasion using proper glorification relationship turn to harmonious, it plays a lubricating oil role. In business English letter, it is necessary to praise others, but not always flattering. Ever if the other party’s business fame, product, technology and so on are all worth praising, but we also need to pay attention to the scale, we mustn’t abuse praise with excessive word, because praising overdo gives us a kind of feeling which is speaking insincerely. On the contrary, it seems impolite. Therefore, in business English letter, on one hand we need follow politeness principle and follow the approbation maxim. On the anther hand we should give a balanced approbation. The following paragraph is a good praiseful example which is natural and with no hyperbole tone:
e.g. We find both quality and prices are satisfactory and are pleased to place an order with you for the following…
2. 1. 2 Showing friendship
Chinese people, who take care of each other and know each other, take emotion seriously. Especially when others are unlucky or unhappy, people usually express a kind or sympathy to them, besides they will express some understanding and wonderful wish to them. Such strategy that the writer expressed concern, understanding or sympathy to receiver we call “showing friendship”.
It is proved that the friend in need is the friend indeed. When a friend is in trouble, a letter expressing your appreciation or sympathy is more exciting and polite.
e.g. We acknowledge receipt your letter dated the 3rd this month enclosing the reprography of the insurance policy; we are regret for your loss.
The letter is about a company advice with the date of delivery, the letter expressed our own side’s appreciation or sympathy for the other party company’s loss, which embodied writer’s friendly.
2. 1. 3 Refraining from divergence
Refraining from divergence in business English letter is that we should be refrain from divergence, if the writer doesn’t agree with the other party’s view or won’t to be satisfied with the other party’s request, but in order to not directly negate and to stick up for their positive face when writer reply to the letter.
e.g. (1)We sincerely recommend you to accept our proposal as our stocks are getting lower and lower day and day ,and we are afraid we shall be unable to meet your requirements if you fail to let us have your confirmation by return.
In this sentence, if we change “recommend” to “advise”, it will be not suitable .Because “advise” has a meaning of “occupy a commanding position”, it seems the sender must accept our suggestion. In fact, whether the other party accepts our suggestion or not, it all depends on them, others having no right to interference.
(2)According to our records, you have not yet settled your account for electronic equipment supplied to you on 10th December and 20th January this year.
The author uses “according to our records” to relieve the fact that other party didn’t payment. So we should pay more attention to that if both views are not in agreement, we should understand and respect the party’s opinion and take note to politeness and courtesy, avoid offensive language.
2. 1. 4 Claim close relationship
In business English letter, if the writer is familiar with the receiver, when the writer asks some request or gives some suggestion to the receiver, the writer could claim that he has close relation with the receiver.
e.g. In view of our longstanding business relationship that we make you such an offer.
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