商务信函中礼貌策略对比分析

时间：2021-05-01 10:09:37 来源：蒲公英阅读网 本文已影响人

相关热词搜索：信函 礼貌 策略

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　Contents

　 Chinese Abstract ........................................................................................2 English Abstract .........................................................................................3 1. Introduction ............................................................................................3 1.1 A General Description of the Study

　...................................................................... 4 1.2 Aim of the Study ..................................................................................................... 4 1.3 Significance of the Study ........................................................................................ 4 1.4 Outline of the Study ................................................................................................ 5 2. A Survey of Relevant Literature ...........................................................5 2.1 Previous Studies ...................................................................................................... 5 2.2 Theoretical Foundation ............................................................................................ 7

　3. A Comparative Study of Politeness Strategies in EBC and CBC ......8

　3.1 The Application of Politeness Strategies in EBC ................................................... 8 3.2 The Application of Politeness Strategies in CBC ................................................. 13 3.3 Similarities of Politeness Strategies Between EBC and CBC .............................. 15 3.4 Differences of Politeness Strategies Between EBC and CBC ................................ 8 4. Conclusion ..............................................................................................8 References .................................................................................................19

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　 英汉商务信函中礼貌策略的对比分析

　摘

　要

　在国际商务沟通中，信函是使用最频繁的主要工具之一。国内外对商务信函的研究大部分是从文体学角度或者从单一信函类别角度，对英汉商务信函中的礼貌策略对比分析还比较少。Brown 和 Levinson 的面子威胁理论提出了四类礼貌策略：积极礼貌策略、消极礼貌策略、直接性礼貌策略及间接性礼貌策略。本文将重点利用 Brown 和 Leech 的积极策略和消极策略模型来对英汉商务信函应用情况进行分析并探究中国与西方英语国家在礼貌策略运用是否存在差异，以及产生异同的原因。

　从对比分析中发现，差异的原因来源于中西方对人际关系的理解不同和中西方价值观各有特点。中国崇尚长幼尊卑，西方则倡导人人平等。中国以和谐为主流文化价值观而西方则追求自我满足的精神。中西方文化的巨大差异导致了其礼貌策略使用的差异,并且只有充分了解这些差异,人们才能有效地进行国际商务沟通,达到预期的目的。

　关键词：礼貌策略；英汉商务信函；对比分析

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　A Contrastive Analysis of Politeness Strategies in English and Chinese Business Correspondence

　Abstract Correspondence is one of the most frequently used major tools in international business communication. The majority of the domestic and foreign research on business correspondence are mainly from the perspective of stylistics or from the perspective of a single correspondence category. Comparative analysis of politeness strategies in English and Chinese business correspondence is relatively fewer. According to Brown and Leech’s face threat theory, four types of politeness strategies are proposed: positive politeness strategy, negative politeness strategy, direct politeness strategy, and indirect politeness strategy. This paper will focus on the analysis of the politeness strategies used in English and Chinese business correspondence based on Brown and Levinson’s positive and negative strategy models. It will also explore whether there are differences in the use of politeness strategies between China and Western English-speaking countries and the reasons for the differences.

　By comparison and contrast, it is found that the reasons of the differences lie in the different understanding of interpersonal relationship between China and the West and the different characteristics of Chinese and Western values. China upholds seniority rules while the West advocates equality for all. China takes harmony as the mainstream cultural values while the West pursues the spirit of self-satisfaction. The tremendous differences between Chinese and Western cultures have led to differences in the use of polite strategies and only by fully understanding these differences can people effectively conduct international business communication and achieve the intended purpose. Key words: politeness strategies; English and Chinese business correspondence; contrastive analysis

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　1. Introduction

　1.1 A General Description of the Study Politeness is an essential part of people’s daily life and is a vital factor in human communication. Many experts are interested in it. They have examined politeness strategies in different perspectives. Appropriate politeness strategies can be helpful for the effective exchange of information and the triumphant establishment or maintenance of social relations.

　Politeness research is one of the most important research fields in recent decades, which has captured people’s attention. Politeness theory is not only widely used in people’s daily conversation and communication, but also can provide great help in a wide range of business written discourse fields. The problem of how to use different politeness strategies in target-oriented business correspondence has arisen.

　Based on Leech’s politeness principle, Brown’s face view and Lakoff’s politeness view, this paper analyzes the characteristics of politeness strategies in English business correspondence and Chinese business correspondence. The presupposition research can provide some guiding principles for the EBC and CBC writers from the cultural perspective so as to help them make polite application and improve their language and communication ability.

　1.2 Aim of the Study The purpose of the study is to compare the use of politeness strategies in EBC and CBC. It explores the differences between the application of politeness strategies in EBC and CBC. The expected result is to help Chinese English businessmen to improve their politeness strategic competence in order to overcome the obstacles in business communication, which could facilitate effective cross-cultural communication.

　The study will answer the following questions: (1) What are the politeness strategies in business correspondence? (2) What are the politeness strategies generally used by CBC and EBC in business communication? What are the differences in the use of politeness strategies in EBC and CBC?

　(3) Are there any differences in the use of positive and negative strategies in EBC and CBC? If so, what is it? (4) What reasons can be put forward according to the use of politeness strategies in EBC and CBC from the perspective of cross-cultural communication？

　1.3 Significance of the Study

　In the wake of vigorous development of economy in the 21st century, the international and domestic trade exchanges are increasingly frequent. The economic exchanges between China and

　 5 the West are becoming more intense. Business correspondence is an essential link in trade activities in business communication. Business correspondence is mainly used for external contact between organizations engaged in business or between business organizations and customers they serve. It is a more formal written style which is mostly used to contact the business, conduct business negotiations, communicate business matters, etc. Business correspondence is widely used as a communication bridge between buyers and sellers in social business activities. Communication starts from correspondence and ends at correspondence. Therefore, the business correspondence with accurate language expression, standard format and reasonable layout often plays a decisive role in trade practice especially in the final decision of the transaction. A polite business correspondence can establish an excellent corporate image and create a harmonious business interpersonal relationship, in which the politeness strategy plays an important role. As the international language in the world, English is often used in international trade activities through EBC. Through the comparative analysis of politeness strategies in EBC and CBC, people can better understand the cultural connotation differences between English and Chinese, the similarities and differences in the use of politeness strategies and pour attention into the differences of politeness strategies in business correspondence so that people can “know yourself and your partner, and never offend” in cross-cultural business communication. Cross-cultural business communication can achieve substantive success by avoiding cultural conflicts in today’s global trade development.

　1.4 Outline of the Study

　This thesis is composed of four parts. Chapter one, Introduction, introduces a general description of the study, aim of the study, need for the study and outline of the study. Chapter two, A Survey of Relevant Literature, reviews the studies on politeness and provides different definitions of politeness in Chinese and English and business communication, then provides the theories of politeness between China and the West． Chapter three, A Comparative Study of Politeness Strategies in EBC and CBC, attempts to examine the use of politeness strategies in both EBC and CBC especially positive strategy and negative strategy and analyzes the difference between English and Chinese business correspondence from the across-cultural perspective. Chapter four, Conclusion, presents the findings and discusses the implications．

　2. A Survey of Relevant Literature

　2.1 Previous Studies Politeness is a common phenomenon and it has influence on people’s daily life. As the world entered a new era, the demand for international communication and cooperation sharply increased.

　 6 How to be polite in communications especially in business communication has aroused widespread attention and interest of quite a few researchers. He Zhaoxiong (1999) points out that politeness can be taken as a social phenomenon, a means to achieve good interpersonal relationship. Chen Lintang (1992) said politeness is one of t...