1、 1 Literature Review An Analysis of the Application of Polite Languages in Business Negotiation Since Chinas reforming and opening, there has been a rapid development of Chinas economy. Especially after Chinas entry into the WTO, the connection between China and the world has been strengthened. The
2、foreign trade economy of China is therefore booming. However, under such circumstances, there emerges a series of trade disputes. As a strategy in business negotiation, polite languages play an important role. Through reasonable application the polite language, the variety of trade disputes may be c
3、orrectly settled. In order to keep a good relationship with customers both at home and abroad, more and more specialists join in the research team of polite languages. In the modern time, with the fast development of the world economy, there will be more business negotiations among countries. In thi
4、s situation, the negotiators with good quality are more needed. In view of the great effects of polite languages on business negotiations, it is important for the negotiators to acquire proper application of polite languages. Polite languages are that people frequently used to show respect and frien
5、dship in some occasions (Liu Yuan, 2011). It is useful to keep a good relationship among people. Therefore, in our daily life, especially in some social situations and business occasions, it is important to use the polite languages properly. The use of polite languages not only means to respect othe
6、rs, but also to show ones cultivation. So frequent use the polite languages are helpful to form a good communication atmosphere. From Leechs (1983) point of view, politeness is an attitude of one to others, it involves both parties. As to the politeness principles, Leech (1983) considers that people
7、 should avoid using the impolite languages. Leech (1983) believes the politeness principles contain six principles: tact maxim, generosity maxim, approbation maxim, modest maxim, agreement maxim and sympathy maxim. Each principle has its individual meaning, but the aim of the principles is the same.
8、 In other words, it is just to make the business negotiation successful. Brown and Levinson (1987) put forward a different theory to the politeness, 2 arguing that the “face” is linked to the politeness. Based on Coffmans notion of positive face and negative face, Brown and Levinsons (1987) framewor
9、k proposes two related politeness strategies in dealing with the two needs: positive politeness and negative politeness. Brown and Levinson (1987) consider that the politeness is used to maintain the “face”. Whereas some specialists (1994) disagree to this opinion, holding that the value orientation
10、 of the Brown and Levinson pointed out is not acceptable by the whole world. The application of polite languages is beneficial in many occasions, and there are many functions of polite languages. In some situation, in order to maintain the good relationship between each other, people will use the po
11、lite languages. It can not only avoid losing others “face”, but also can make the international trade success. Polite languages can make the cooperative relationship more smoothly. Especially in the occasion with different opinion, it is useful to avoid the disputes. The use of polite languages can
12、also create a good negotiation circumstance. Under the view of Liao Ying (2004), she considered the so-called technique of language intercourse in international business negotiation is to make a research of how to apply language in the register of international business negotiation. In addition, she
13、 thought the purpose of this research is to give full play to speeches in business negotiation and improve the successful proportion about business negotiations. Liao (2004) also held that the correct use the polite languages will promote the effect of negotiations and accelerate the realization of
14、negotiating goals. At the same time it will give the partners a good impression to use the polite languages, thus the partners will be glad to cooperate with you and make the trade smoothly. Zhang Aiwen and Zhang Dejiang (1995) insist that polite languages play an important in the business negotiati
15、ons. They hold that use the polite language can create a good communication circumstance, which will benefit to the both. It is also helpful to know each other and achieve the goals. The author also takes some case studies about polite languages for example, in order to show the great influence of u
16、se the polite languages. In order to apply the polite languages effectively, it is important to use some 3 business negotiation tactics. Under this circumstance, Bu Changqing (2007) pointed out some strategies. First, it is necessary to avoid self-righteous and blame to the people. Second, as the ho
17、st, we should respect to the counterparts position. Third, change the tune of speak manner is needed. Zhang Jiguo (2010) deems that business negotiation is a process to convey information and ideas between each other. So the negotiators need to collect the information through listening, inquiring, a
18、nswering and so on strategies, all in all, polite languages have an great effect on the business negotiations success or failure. He states that the negotiators should refrain from using the thorny language and ambiguous language. Furthermore, Liu Yuan believes that the changed circumstance influenc
19、e the application of polite languages. She thinks people should use the polite language properly according to the different business negotiation circumstance. According to the actual situation, some related theories about application of polite languages in business negotiation are beneficial to sett
20、le dispute, and the position of polite languages in business negotiation is also improved obviously. But there is some research gaps, i.e. social skills and natural politeness with sincere are not combined together. These theories are single focus on politeness principles or skills. If people too mu
21、ch emphasis on social behavior, it may gives a sense of distance to others, while people too much emphasis on natural behavior, others may feel hypocritical. In order to have a good understanding of polite languages, this study combines social behavior and natural behavior to analysis the applicatio
22、n of polite languages in business negotiation. References 1Brown, P. and S.C. Levinson. Politeness: Some Universals in Language UsageM. Cambridge: Cambridge University press, 1987. 2Leech G. Principle of PragmaticsM. New York: Longman Inc, 1983. 3Liao, Ying, Yu Jinlin, Li Chunjiang and Tan Wei. Engl
23、ish for International Business NegotiationsM. Beijing: University of International Business and Economics Press, 2004. 4Yang, Wenhui. A Discourse Analysis of Interpersonal Business NegotiationsM. Beijing: Science Press, 2009. 4 5Xiao, Yunnan and Quan Ying. International Business NegotiationsM. Beiji
24、ng: Tsinghua University Press， Beijing Jiaotong University Press. 2010. 6Yu, Muhong and Zhang Ruwen. Business BegotiationM. Beijing: Foreign Language Teaching and Research Press, 2005. 7卜长青 (Bu, Changqing). 国际商务谈判中英语的礼貌语用策略 J. 黑龙江 对外经贸 , 2007(11): 94-95. 8刘园 (Liu, Yu an). 国际商务谈判 M. 北京 : 北京大学出版社 , 2011. 9张爱文 (Zhang, Aiwen)和张德江 (Zhang Dejiang). 谈判礼仪 M. 北京 : 经济科学出版社 , 1995. 10张吉国 (Zhang, Jiguo). 国际商务谈判 M. 济南 : 山东人民出版社 , 2010.
