e.g. (1) a. We are excited about our new computer software.
b. You will find the new computer software will save your time.
(2) a. We want to tell you that your order will arrive next week.
b. Your order will arrive next week.
The sentence in (1), (2), sentences b is more “benefit” than sentences a when read, thus people feel more polite atmosphere, and the reason is that sentences b uses the second personal deixis, being placed in the front of sentences, minimize hearer’s costs; maximize hearer’s benefit. But, not in all occasion could we use “you-attitude”.
e. g. (3) Your error caused the delay, and you alone will be responsible for the extra charges on your bill.
This chided tone makes the other side feeling lose face and they will be hard to accept for the tone in mental. If changed the second personal deixis to the first personal deixis, it must be better.
e. g. We are sorry about the delay and will have our shipping department look into it, we will, of course, be responsible for we are fault in any way.
It should be pointed out that, if we excessively use the first personal deixis in business English, it will leave self-serving impression to readers. Such self-serving called “me-attitude" in business communication, which is a lack of politeness, its results will affect their corporate image. Such as:
(4) Poor: We have been pleased to sell fine automobiles for 30 years. We supply the finest imports to customers from all over the United States. We are proud to be the only dealer in the area for both the Jaguar and Alfa Romeo. We are proud of our record of at least a 10 percent increase in sales volume every year since Continental Cars was founded in 1965.
(5) Better: It is our privilege at Continental Cars to serve as your exclusive Jaguar and Alfa Romeo dealer. Our show room is stocked with an array of desirable automobiles to satisfy your taste. You will find the luxury car you have always dreamed about the kind that has kept loyal customers coming back to Continental since 1965.Youcan depend on our reputation and experience to provide the selection and service you deserve. [8]
The third personal deixis does not include the speaker, nor the listener in general, nor does it refer to the participator of conversation. In the view of this, the third personal deixis can avoid both sides’ unpleasant when transferred bad-news message .e.g.
(6) When your payment is late, our financial situation is affected.
(7) When a customer's payment is late, our financial situation is affected.
3.1.2 Positive words
Positive words have positive meaning; it is the lubricant in business communication. Especially in the letters about promotion, refuse and claim. Although it is not self’s fault, we need to treat everybody with courtesy. Thereby, we should not scant the use of such positive words like “appreciate, satisfy, helpful, advantage” and so on. Try to avoid the negative words like “problem, complain, bad” and so on. e. g .
(1)We are looking forward to the pleasure of hearing from you again soon.
(2) Your immediate attention would be appreciated.
(3)We are pleased to inform you that goods have been dispatched today.
(4)We are glad to learn from your letter of 210ctober that you have decided to place a large order for a number of items included in our quotation of 11 October.
(5) We take pleasure in acknowledging your letter of May 15，in which you inform us that you intend to place an order with us for so long tons of tin foil sheets .
In business English letter, any impossibility should be gratified. It has positive things as well as negative things. If the sender always uses the nugatory words to emphasize the negative side, that will give the receiver unpleasant hint. So we should choose the positive words in business English letter.
3.1.3 Modal auxiliaries
In business communication, in order to show politeness when asking, requesting, suggesting, we often use such modal auxiliaries as “will, would, can, could, may, might”. Modal auxiliaries could make the tone of sentence more relax and circumbendibus.
In business English letter, “could”, “would” are usually to be used. When asking the receiver to do something, besides using imperative sentence with please, we often use “would” “could” and so on. Such as“I would appreciate it very much if you send me a catalog of necessary information .” “We would be grateful if you would kindly accept our most sincere apologies for the inconvenience caused.” “Could you possibly advance shipment further more?” such sentences are always considered as a polite mode. The use of modal auxiliaries gives people a politeness feeling, thereby promoting the success of business.
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