The word “our” in above-mentioned example suggests that writer regards receiver as a friend, such kind language not only sticks up for receiver’s face, but it also helps both communication sides achieve the proper mutual benefits.
2. 2 The negative politeness in business English letter
In Brown and Levinson’s theory, the negative face means that it doesn’t want others to press on them; their behavior is not interfered and obstructed by others. The negative politeness strategy is that the speaker intends to take measure to satisfy the listener’s negative face, such as when one side makes a suggestion, order or request. The other party’s personal space has been violated. At this time, the speaker should take certain measures to protect listener’s negative face. The negative politeness strategy is based on “obviation”. In business English letter, the negative politeness strategy could be carried out by the following strategies.
2. 2. 1 Slowing tone
The strategy of slowing tone is a way for the writer to apply certain expression mode to reduce the tone, making language constrains decreased, thereby, slowing the dangers to the other party’s negative face.
e.g. Excuse me; I was wondering if you could possibly send us your latest sample machine?
In the indirect request, different culture has different maxim, the American first consider their negative face not to be influenced, but Chinese people first consider both sides’ face, take not only their face into consideration but also take other’s positive face into consideration.
2. 2. 2 Showing regards
The strategy of showing regards is that writer uses the humble language to degrade their status to make the different appearance between receiver and the writer, thereby, showing the respect to receiver.
The expression way of “you-attitude”:
Accurately, “you-attitude” is embodied in manner, which a writer should precede. From the considerations of the other party’s position all the time, we should consider for the other party, making the other party benefit as possible as you can, and use “you” and “me” appropriately.
Try to compare the flowing sentences:
(1)You can have your goods delivered on any weekday.
(2)We can not deliver at the weekend.
(3)You will be able to receive a full refund of deposit if you return the goods within a week
(4)We can not refund your deposit unless you return the goods within a week.
2. 2. 3 Showing apology
The strategy of showing apology is that offensive side apologizes to offended side, then to keep the harmony and patch up the result of offending, apology and make an indirect apology.
In order to keep the other party’s face and patch up the result of offending, the side could say some apology words to recognize their mistake, such as “excuse me”, “I’m sorry”, to ask for forgiveness and express that you’re willing to compensate the damage, then, prompt both business communication in further.
e.g. We are sorry for the trouble caused you by the error and wish to assure you that care will be taken in the execution of your further orders.
Making an indirect apology is that the people apologizes to the other party to recognize their mistake, but tends to reduce their own side’s mistake or finds some reason to explain that the mistake is not on their willing, in order to reduce the responsibility. The writer defended receiver’s negative face, meanwhile, defended their own positive face.
e.g. We regret to advise that we are unable to make an offer for the time being owing to heaving demands. A cable to this effect has been sent today to you. However, we shall not fail to inform you whenever a fresh supply becomes available.
Such apology ways contribute to improve both buying and selling sides’ trade relationship.
3. The application of politeness principle in the business English letter
In fact, the application of politeness principle in the business English letter is how to use some language strategies to express politeness. The language strategies contain vocabulary strategy, sentences strategy and discourse structures.
3.1 vocabulary strategy
Vocabulary strategy is the essential way to embody the politeness principle in business English letter. And there are many aspects embody the vocabulary strategy in business English letter.
3.1.1 Personal deixis
Personal deixis refers to “the call between both speakers’ conversation.”[7], e.g. “me” “you” and “I”. In business English letter, the use of personal deixis could express politeness. Especially, in good-news message and sales letters, “you –attitude” is often to be used. “You –attitude” puts self on the other side’s standpoint, make people consider from the other side’s benefit , respect, consideration and praise the other side , trying to let the other side benefit, thereby fully embodies the politeness principle. For that, business English letters often use second personal deixis likes “ you” and “your” , less use of the first personal dexis likes “I”, “we”, “my” and “our”.
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