商务英语信函写作中的礼貌策略探析正文Word格式文档下载.docx
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商务英语信函写作中的礼貌策略探析正文Word格式文档下载.docx
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298).Politeness’theoryofBrownandLevinson’swasoriginallypublishedin1978;
theyconsiderpolitenessasformsofbehaviorthatallowcommunicationtotakeplacebetweenpotentiallyaggressivepartners(Brown&
Levinson,1978).
Politenessplayssuchanimportantroleinthewholeprocessofthebusinesscommunicationanditisalsotheessentialskillthatallbusinesspersonsshouldmaster.However,whenwelookintothewritingprocessofbusinesscorrespondenceinChina,wemayfindthatmuchattentionispaidtotheinformationalfunctionratherthantheinterpersonalfunction.SointhebusinessEnglishworldthestudyofpolitenessisanimperativething.
1.Anoverviewofpolitenessprinciple
Politeness,asapublicactivityexistinginalotoflanguagecommunities,attractsgreatattentionfromthesocialistsandlinguists.Duetothecomplexnatureofpoliteness,itisverydifficulttogiveauniversaldefinitiontoit.Linguistsattempttoexplainpolitenessfromdifferentanglesandatvariouslevels,thus,leadingtoagreatnumberofunconnectedstudies.
Fraserreviewedthreeapproachescountingforpoliteness,includingthesocial-normview,theconversational-maximview,andfinally,theface-savingview.
1.1.Thesocial-normviewofpolitenessprinciple
Thesocial-normviewisonetraditionalviewregardingpolitenessasthesocialbehaviorinanysociety.AccordingtoFraser(1990)“thesocial-normapproachhasfewadherentsamongcurrentresearchers.”Thisviewisaboutdesirablelanguageandbehaviorswhenpeoplemakechoicesinactuallanguageuse.
1.2Theconversational-maximviewofpolitenessprinciple
TheConversational-maximviewprovidesasetofprinciplestoexplainpoliteness.ThisviewismainlybasedonGrice’sCooperativePrinciple.LakoffandLeecharethetwomaincontributorstothisview.TheyproduceworkssimilartothatofGrice.
1.2.1Grice’scooperativeprinciple
AccordingtoGrice,aconversationtakesplacesmoothlyonlywhenthespeakerandthehearertotallyrecognizetherulesthatleadtheirlanguageandbehaviors,andalsohavethesamereactionofeachother’swordsandacts.InhisfamouspaperLogicandConversation,Griceproposedthatasetofmaximsandsub-maximsthatguideandlimitpeople’languageandbehaviors.Themaximsincludequality,quantity,relationandmanner,eachofwhichincludesoneormoresub-maxims,soinaletterparticipantsshouldknow“relevantly,clearlyandsincerely,whilegivingusefulinformation”.
1.2.2Lakoff’viewsonpoliteness
LakeoffisthefirstresearchertoexplainpolitenesswithGrice’sConversationalPrincipleandshecontributesalotinthedevelopmentofpoliteness.Shestudiespolitenessfromtheconversational-maximpointofview,whichis,seeingpolitenessastheavoidanceofoffence.
TobeclearandtobepoliteareLakoff(1973)’stworulesofpragmaticcompetence.Shearguesthatiftheinformationbeingconveyedinthecommunicationisnoticeable,thespeakerwillfocusontheclarityinaconversation;
ifnot,thespeakerwillpaymuchattentiontothesocialpositionofthehearerandotherrelatedfactorsintheconversationthantheclarity.
1.2.3Leech’spolitenessprinciple
PolitenessprincipleproposedbyLeechisanotherimportanttheoryofpoliteness.HeagreeswithGrice’sframeworkofCooperativePrinciplebuthesuggeststhatitshouldbeimprovedandexpanded.Inhisopinion,politenesshasnothingtodowith“pragmaticprogress”,butwith“theattainmentofsocialgoals”(Watts,1992)
1.3Theface-savingviewofpolitenessprinciple
1.3.1Thedefinitionofface
Face-savingviewisbasedontherationalperson,whohascertainstateinthesocialcommunication.Theconceptof“face”isintroducedbyErvingGoffman,whodefines“face”asthe“thepublicself-imagethateverymemberwantstoclaimforhimself”(Goffman,1967).
BasedonthenotionraisedbyGoffman,BrownandLevinsonhavetheirownface-savingtheory.Accordingtothem,“face”coverstwoaspects:
(1)Negativeface:
thewantofapersonnottobeappreciated,understoodbyothers.
(2)Positiveface:
thewantofapersonthathisideas,achievements,goals,etc.shouldbedesirabletoatleastcertainothers.
1.3.2Face-threateningacts
Inordertoachievetheirparticulargoal,rationalpeopletendtominimizetheirlossoffaceandavoidconfliction.However,itisquitelikelythatsomepeoplewillactagainstthehearers’willingandthreatentheirface.ThosespeechactsarecalledFace-ThreateningActs(FTA)byBrownandLevinson.
BrownandLevinsondistinguishtheface-threateningactsasfollows:
(1)Thosethatthreatentheaddressee’snegativefacewant,byindicating
(potentially)thatthespeakerdoesnotintendtoavoidimpedingthehearer’freedomofaction,including:
ordersandrequests,suggestions,advice,reminding,threats,warnings,dares,offers,promises,compliments,expressionsofenvyoradmiration,expressionsofstrongemotionstowardthehearer,e.g.,hatred,lust;
(2)Thoseactsthatthreatenthepositivefacewantoftheaddressee,byindicatingthatthespeakerdoesnotcareabouttheaddressee’sfeelings,wantsandsoon.
(3)Thosethatoffendthespeaker’snegativeface,including:
acceptingthehearer’sthanksorthehearer’sapology,excuses,acceptanceofoffer,responsetothehearer’sfauxpas,unwillingpromisesandoffersandsoon;
(4)Thosethatdirectlydamagethespeaker’spositiveface,including:
apologies,acceptanceofacompliment,self-contradiction,andconfessions,admissionsofguiltorresponsibilityandsoon.
1.3.3Face-savingpolitenessstrategies
Inordertohaveamoresuccessfulcommunicationandachievetheirgoals,peoplealwaystrytoavoidface-threateningactsasmentionedaboveintheprocessofcommunication.Butalotofpeoplehavetosayordosomethingundesirabletothehearer,andinthesesituationspolitenessstrategiesareneededtoreducetheimpactoftheunfavorablewordsandactions.
Onthebasisoftwoaspectofnegativefaceorpositiveface,politenessprinciplecanbeclassifiedintothreemajorforms:
positivepoliteness,negativepolitenessandoff-recordpoliteness.
(1)Positivepolitenessisorientedtowardthefaceofthehearers’desire,showingthatthespeakerrecognizeshearer’spositivefacewant.Positivepolitenessstrategiesinclude:
noticingtothehearer’swants,exaggeratinginterest,intensifyinginterest,seekingagreement,assertknowledgeofthehearer’wants,beoptimistic,givereasons,givegifttothehearer.
(2)Negativepolitenessisorientedtowardthehearers’desiretomaintainclaimsofterritory.Negativepolitenessstrategiesinclude:
beingconventionallyindirect,questioning,beingpessimistic,andgivingdeference.
(3)Off-recordpolitenessreferstotheindirectstrategiesthatavoidmakinganydefiniteorclearimpositiononthehearer.Bygoingoffrecord,thereismorethanoneinterpretationofanutterance,sothespeakercannotbeheldtohavedonetheFTAandthehearerscanchoosenottounderstand.
Thisthesisdiscussespolitenessstrategiesfromdifferentaspects,includingthesocial-normview,theconversational-maximviewandtheface-savingview.Thus,knowinghowtousealanguagecorrectlyjustmeansbeingabletoassessthesevaluesaccuratelyandcorrelatethemwithcertainlanguageexpressions,waysofspeaking.Thestudyofpolitenessprinciplecancontributetotheaccuracyofbusinesscorrespondence.
2.Anoverviewofbusinesscorrespondence
2.1Thedefinitionofbusinesscorrespondence
Businessreferstoalltheactivitiesofbuyingandsellinggoodsandservices.Tomostcompanies,businesslettersarethemainmeansofestablishingbusinessrelationswiththeoutsideworld.Asoneofthemostpopularmeansofcommunicationinbusinessactivities,businesscorrespondenceplaysanirreplaceableroleinthefulfillmentofbusinesscommunication.Generallyspeaking,businesscorrespondencecanbedefinedasthecorrespondenceusedinbusinesstransaction.
2.2Functionsofbusinesscorrespondence
Accordingtodifferentcontentsandinformation,businesscorrespondencehasthreefunctions.
(1)Toinfluencethereader’sattitudeandaction,suchassaleslettersforpromotingproducts.
(2)Toinformthereaders,suchaslettersplacingorders,makingcompla
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