语用原则在商务英语信函中的应用.docx

1、语用原则在商务英语信函中的应用The Application of Pragmatic Principles in Business English Correspondence语用原则在商务英语信函中的应用1 A Brief Introduction of the PaperAs technology advances and trade and exchanges between countries increase, it is becoming more and more important to understand both spoken and written English i

2、n many situations such as face-to-face, on the telephone, in business meetings, lectures, speeches, television, and so on.There have been a lot of books and studies related to the Business English Correspondence. Some of them start with introducing the importance and influence of Business English Co

3、rrespondence and the basic types of Business English Correspondence. Some focus on instructing Chinese readers on how to write business correspondence in English by analyzing the language characteristics. Some discuss a lot on Business English Correspondence by presenting the frequently used techniq

4、ues by general means or providing necessary background information for some frequently seen Business English Correspondence.Although Business English Correspondence is always included in the above-mentioned studies, they dont separate it from other forms of writing. Besides, the standards for busine

5、ss writing have been changing all the time. At present, with the rapid development of economic globalization, people have more chances to contact with the outside world and conduct business universally through Internet, broadcasting and Business English Correspondence as well. The Business English C

6、orrespondence, as a particular sort of media, is a complex blend of national, social, economic and linguistic tradition. Thus, varieties of problems often arise when people confront writing Business English Correspondence, especially in a foreign language. Generally speaking, People may have no prob

7、lem in completely understanding Business English Correspondence; however, in no way can one write out a good piece of Business English Correspondence without studying the general knowledge of pragmatic principles. Problems existing now in Business English Correspondence are how to ensure the success

8、 of letters and what can make a Business English Correspondence a qualified one. Consequently, the analysis of Business English Correspondence to develop English writing skills is reasonable and practical. For instance, in writing to persuade reader to accept an unfavorable offer, the techniques of

9、persuasion are used. In applying for a job, one can use techniques that emphasize his or her qualifications. And in telling bad news, one can use techniques to work them into your letters.Business style is less descriptive and imaginative than literary style because business world is concerned with

10、practical and immediate situations. The pragmatic principles, which play a vital role in Business English Correspondence, mainly consist of Politeness Principle and Cooperative Principle .By means of appropriate use of them, the pragmatic strategies can be applied effectively to business corresponde

11、nce discourses to achieve desired efforts.In the first chapter of this thesis, a brief introduction of the paper will be presented. In the second part of the thesis，the author attempts to discuss the main principles of the present Business English Correspondence. In the following chapter theories re

12、garding pragmatic principles will be presented. Chapter Four presents the approaches to apply pragmatic principles to Business English Correspondence by contrasting examples, so that readers can find out the differences easily. Chapter Five mainly discusses the characteristics of desired Business En

13、glish Correspondence and how to achieve the effects by pragmatic principles from the point view of both language and function. In the concluding chapter, implications of the study are discussed. 2 The Main Principles of Writing Business English Correspondence Early English business writers borrowed

14、heavily from the formal language of law and from the flowery language of the nobility. From these two sources they developed a style of letter writing that became known as the “language of business”, which was written in the driest possible manner and in language so stilted and formal that the true

15、personality of the writer was completely hidden. It was a cold, stiff, and unnatural style. Unfortunately, that role as the “language of business” was never abolished, and even now it was generally accepted throughout the English-speaking world. This problem becomes more serious in cross-cultural co

16、mmunications. Admittedly, there is something in the writing principles of business letters as followed.2.1 Courtesy Business protocol is an essential part for businessmen; we then can imagine how important the courtesy is for a business correspondence. However, courtesy not only means politeness, bu

17、t also refers to thinking about the readers interests. The readers desires, problems, emotions and possible reactions to the request, all of these details need to be taken into consideration. The message and information expressed by the correspondence represents the image of the person and his organ

18、ization. Therefore, it is certain that others only can establish and maintain business relationship with those of high quality of courtesy due to the fact that they can feel being respected by the sender. Being courtesy, firstly, suspicion shall be avoided. Because once the sense of suspicion is exp

19、ressed in the correspondence, others will feel that the sender doesnt believe the receiver, which does harm to the sender. Compare the two sentences as follows:(Polite) We have received with many thanks your letter of Oct 7, and we take the pleasure of sending you our latest catalog. We wish to draw

20、 your attention to a special offer which we have made in it.(Courtesy) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct 7.Courtesy has the function of making the receiver comfortable and respected. The effect w

21、ill, of course, enable business to be completed smoothly and successfully.2.2 ConsiderationConsideration refers to thinking for customers, including their requirements, wishes and feelings, etc. Thoughtful consideration enables us to better understand the customers and receive good reactions from th

22、em. For this purpose, you-attitude, which means putting ourselves in the position of customers, is advocated by many scholars and researchers. When writing a letter, keep the readers requests, needs, desires, as well as his feelings in mind. Plan the best way to present the message for the reader to

23、 receive.When using you-attitude in business letters, insincerity shall also be avoided. We shall remember that the objective is to treat people courteously-the way they like to be treated. It is the attitude that places the reader in the center of things, it sometimes just involves being friendly.

24、It involves skillfully handling people with careful chosen words to make a desired impression.The following points are necessary for writing a letter to embody consideration:A: You-attitude: CompareWe allow 2 percent discount for cash payment. We wont be able to send you the brochure this month.You

25、earn 2 percent discount when you pay cash.We will send you the brochure next month.B: Focus on the positive approach. Compare:(Positive) We feel sure that you will be entirely satisfied.(Negative) We do not believe you will have any cause for dissatisfaction.(Positive) Perhaps next time we can send

26、you what you require.(Negative) we regret our inability to serve you at this time. 2.3 CompletenessA business letter should include all the necessary information. It is essential to check the message carefully before it is sent out. All of the readers questions shall be answered to make sure that th

27、e reader can gain enough information to evaluate the messages and take action accordingly. Business correspondence, to some extent, is a kind of contract regulating the two parties involved. Unnecessary disputes will come into being without completeness of the letters. For example, loss of goodwill,

28、 sales and potential customers, and more time and energy to make sense of the incomplete information will be caused due to the incomplete letters. The completeness of business correspondence should include all the necessary information and date. A correspondence of completeness will bring the sender

29、 a good result and the receiver goodwill. To the opposite, a correspondence without completeness may cause increased costs of communication. Generally speaking, 5 “Ws” -who, what, when, where, and why or how are used to determine whether the correspondence is complete or not.2.4 ClarityThe writer mu

30、st try to express his meaning clearly so that the reader will understand it well. To achieve this, he should try to: A: Avoid using the words that have different understanding or unclear meaning. B: Pay attention to the position of the modifiers. C: Pay attention to the sentence structure. D: Paragr

31、aph carefully and properly.2.5 ConcisenessTo achieve conciseness is to use concise sentences and fewest words, without losing completeness and courtesy, to explain the meaning of a letter clearly. Since successful business correspondence shall save the readers time, there is no doubt that the corres

32、pondence should make statement concise. Long sentences shall be written shortly, the writer, meanwhile, shall avoid unnecessary repetition. To achieve this purpose, the writer shall write in the fewest possible words, because a wordy message needs more time for the reader to read. However, attention

33、 should be paid that conciseness only can be effective without sacrificing the completeness, clearness, and courtesy as well as accurate grammar, or the reader will feel that it is rude. To reach the goal of conciseness, we, firstly, should make an effort to avoid wordiness. Short words and phrases,