4. 2 Choosing speech affinity
Every letter stands of a kind of emotional communication between you and your receiver. Human is perceptual, so you should show your perceptibility in your business English letter. However, it is a mistake for people to use a special “business accent” in business English letter, thus, they should have written a warm and friendly letter, but not written a lifeless and dull letter, as a matter of fact, every letter’s intercourse is as a communication. It is just writing the content on the paper. Using more simple sentence can make our letter friendlier, warmer when others reading, just like talking between two closes friends. e.g.
(1)Your letter has been received.
(2)I have received your letter.
(3)Your complaint is being looked into.
(4)We are looking into your complaint
From above examples we can see that example (1) and (3) are more arbitrary and more amiable.
4.3 Using different background information
Politeness is restricted by culture; different culture has different culture worthy opinion. In business English letter’s writing, we should understand different culture background. e.g.
We regret that we are unable to consider your request for payment on D/A terms. As a rule, we ask for payment by L/C. But in view of our friendly relationship as well as our willingness to support our Indian friends, we will, as an exceptional case, accept payment for your trial order on D/P basis[9].
The writer attempts to show her friendly and special support to the Indio friend. It seems to be polite, but it has an opposite effect. In fact, that let the other party consider that his attitude is at commanding position. That proves that it is very importance to keep the attitude of fair and equal in national economic communication. So in the illustrative, we should take “as well as our willingness to support our Indian friends” out, and avoid unnecessary mistake.
“In a word, in business English letter’s writing, we should vary politeness principles flexible, improve strategy of politeness expression, and make politeness expression more appropriate.” [10]
Conclusion
Along with the promoting of integration in the whole world, the rivalry phraseology plays an important role in international business activity. A courtesy and descent business letter can help to build a favorable business image for the company and do business, and bring infinite business opportunity[11]. However, a letter without courtesy can not only lead to the failure of the business but also destroy the image which the companies have built up. Therefore, the courtesy of business letters is very important. Business English letter has become an essential method with Chinese economics’ promoting. Only when people express some politeness strategy in business English letter, will they succeed in business communication. It can build an atmosphere, which is devoir of each other, searching corporation, only by this way we can make the other party satisfied with our corporation, consequently, it is useful for us to hold water in compete.
During the international business communication, both sides use the letter to send the favor each other, and try to shape a good image to strive for new and old customers that can get more economic benefit. Business English letter is not only the media for communication, but also the method to build up friendship and attract the customers. The politeness principle is very important in business English letter, because it is related to whether your letter has effect or succeeds.
So, it is necessary for us to learn politeness, therefore, we should notice the politeness principle in business English letter that business English letter could take it effect---- develop trade, promote friendship.
.
References
[1] Oxford Advanced Learner’s English-Chinese Dictionary [D]. The Commercial Press 1997, Oxford University Press, 1136.
[2] Longman Dictionary of Contemporary English [D].The Commercial Press 1998, Addison Wesley Longman China Limited: 1156.
[3] 吴鑫雁.商务英文函电主要写作技巧[J].2002,(1):1.
[4] 郑卫,汪文格.礼貌与商务英语信函中礼貌的表现[J].云梦学刊,2002,(3)：1.
[5] 王晋瑞.礼貌原则指导下的外贸信函写作[J].中共山西省委党校学报,2007,(1):1.
[6] Yao Yi ,Strategic Use of Politeness in EFL business Writings一A Cross-sectional Study[M]. Submitted in partial fulfillment of the requirements for the degree of Master of Arts. Guangdong University of Foreign Studies, April, 2001:10.
[7] 何自然.语用学概论[M].湖南教育出版社，1988:19.
[8] 汤 军. 商务英语典型礼貌语言机制初探[J].西安外国语学院学报,1998,(4):18.
[9] 甘长银.谈商业书信的语用准则[J].四川三峡学院学报，1999,(6):3.
[10] 林旭涛.浅析语用礼貌在对外经贸英语函电中的运用[J].广州广播电视大学学报， 2005,(2):5.
[11] 吴洁.商务英语的礼貌原则[J].中国科技翻译,2003,(1):1.
[12] 戴炜栋.简明英语语言学教程(修订本)[M].上海外语教育出版社，1989.
[13] 何兆雄.新编于用学概要[M].上海外语教育出版社，2000, 1.
[14] 黄东梅.商业信函中的礼貌策略[J].广西师范大学同等学历申请硕士学位论文,24.
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