1、IONTHEAPPLICATIONOFCOOPERATIVEPRINCIPLEINBUSINESSENGLISHBYCLASS1,GRADE2011NO2011060441SUPERVISORJUNE2014FOREIGNLANGUAGESDEPARTMENTHUNANUNIVERSITYOFFINANCEANDECONOMICSIICONTENTSABSTRACTIII摘要IVINTRODUCTION1CHAPTER1INTRODUCTIONTOTHECOOPERATIVEPRINCIPLE211CONTENTSOFCOOPERATIVEPRINCIPLE212THERELATIONSHIP
2、BETWEENCOOPERATIVEPRINCIPLEANDPOLITENESSPRINCIPLE3CHAPTER2THEAPPLICATIONOFTHECOOPERATIVEPRINCIPLEINBUSINESSENGLISH521THEAPPLICATIONOFTHEMAXIMOFQUALITY522THEAPPLICATIONOFTHEMAXIMOFQUANTITY623THEAPPLICATIONOFTHEMAXIMOFRELATION724THEAPPLICATIONOFTHEMAXIMOFMANNER7CHAPTER3VIOLATIONOFTHECOOPERATIONPRINCIP
3、LE831THEREASONPEOPLEVIOLATETHECOOPERATIONPRINCIPLE832THEAPPLICATIONSOFVIOLATIONOFTHECOOPERATIONPRINCIPLEINBUSINESSENGLISH9CHAPTER4SUPPLEMENTSANDDEVELOPMENTOFCOOPERATIVEPRINCIPLE1141ZHOULIQUANS“MAXIMOFATTITUDE”1142LEACH,GNS“POLITENESSPRINCIPLE”11CONCLUSION13IIIBIBLIOGRAPHY14ABSTRACTCOOPERATIVEPRINCIP
4、LECPISTHEPRINCIPLETHATPEOPLEGENERALLYFOLLOWEDINCOMMUNICATIONININTERNATIONALBUSINESS,THISPRINCIPLEHASBEENDEEPUNDERSTOODCPISTHEPRINCIPLETHATUNITEDSTATESLANGUAGEPHILOSOPHERGRICEFIRSTPROPOSEDGRICEBELIEVESTHATUNDERNORMALCIRCUMSTANCES,PEOPLEWILLMAKEEFFORTSFORCOOPERATEWHENPEOPLETALKTHEREFORE,INBUSINESSENGL
5、ISH,INORDERTOACHIEVECOMMUNICATIVESUCCESS,PEOPLEALWAYSCONSCIOUSLYORUNCONSCIOUSLYFOLLOWABASICPRINCIPLE,WHICHISTHECPBUTINREALLIFE,DUETOSOMEPARTICULARREASONS,WEOFTENVIOLATETHEPRINCIPLESOFCOOPERATIONGUIDELINESTHISPAPERSTRESSESTHECPUSEDINBUSINESSENGLISHTHETHESISCOMBINESBUSINESSNEGOTIATIONSANDBUSINESSLETTE
6、REXAMPLESTOSHOWHOWTOFOLLOWTHEPRINCIPLEOFCOOPERATIONANDANALYZEDTHEREASONSPEOPLEVIOLATETHECOOPERATIONPRINCIPLESFINALLY,THEDEVELOPMENTOFCPINBUSINESSENGLISHISINTRODUCED【KEYWORDS】COOPERATIVEPRINCIPLEBUSINESSENGLISHVIOLATIONPOLITENESSPRINCIPLEIV摘要合作原则是人们在交流中普遍遵循的原则。在国际商务中，人们对这一原则已经有了比较深刻的认识。合作原则是美国语言哲学家格赖
7、斯首先提出的。格赖斯认为，在正常情况下，人们在交谈时会为了合作的成功而努力。因此在商务英语中，为了达到交际的成功，人们总是自觉或不自觉地遵循一个基本原则，这是合作的基本原则。但在现实生活中，由于特殊的原因，我们常常故意违反合作原则。本文着重讲了合作原则在商务中的运用。结合商务谈判和商务信函的实例来向大家展示如何遵循合作原则，以及人们为什么要违背合作原则。本文最后简单地介绍了合作原则在商务英语中的发展。【关键词】合作原则商务英语违反合作原则礼貌原则1INTRODUCTIONBUSINESSENGLISHISENGLISHLANGUAGEESPECIALLYRELATEDTOINTERNATION
8、ALTRADEBUSINESSMANHOPESTHATTHEYCANUSESOMEBUSINESSCOMMUNICATIONSKILLSTOCOMMUNICATEWITHVARIOUSBUSINESSAUDIENCESINTHISDAYANDAGE,THECOOPERATIVEPRINCIPLEHASAROUSEDPEOPLESWIDECONCERNHIPGRICEISTHEFIRSTPERSONWHOADVANCEDTHETHEORYOFTHECOOPERATIVEPRINCIPLEINHARVARDUNIVERSITY,1967GRICE1975SAYS,ALLOFACTIONSCOMMU
9、NICATION,INORDEROFACHIEVETHESPECIFICDESTINATION,THEREISATACITAGREEMENTBETWEENTHESPEAKERANDHEARER,ANAGREEMENTTHATBOTHSIDESAREEXPECTEDTOOBSERVEITTRIESTOEXPLAINHOWASPEAKERCANMEANMORETHANWHATHESAYSANDHOWAHEARERPERCEIVESWHATTHESPEAKERREALLYMEANSGRICE1975THINKSTHEREISASETOFASSUMPTIONSGOVERNINGTHECONDUCTOF
10、CONVERSATIONTHISISWHATHECALLSTHECOOPERATIVEPRINCIPLEUNDERNORMALCIRCUMSTANCES,PEOPLEWILLNOTTALKINACONFUSEDANDUNCLEARWAYTHISISBECAUSETHECONVERSATIONPARTICIPANTSREALIZETHATWESHOULDUSEACOMMONWAYTHATISACCEPTABLETOALLDIRECTIONSTHESENTENCESTHATISNOTSUITABLEFORTHEPURPOSEORDIRECTIONOFTHEDISCOURSEHASBEENREMOV
11、ED,SOTHATCONVERSATIONCANPROCEEDSMOOTHLYTHUS,SPEAKERSAREUSUALLYRECOMMENDEDTOCOMPLYWITHAPRINCIPLE“THECOOPERATIVEPRINCIPLE“THATIS“ACCORDINGTOTHEDIRECTIONTHECONVERSATIONTOPROVIDEDECENTDISCOURSE,WHENWEPARTICIPATEINTHECONVERSATION,MAKESUREYOURVIEWWILLBEACCEPTEDBYALL“JIN,2005,P12CHAPTER1INTRODUCTIONTOTHECO
12、OPERATIVEPRINCIPLETHEKEYTOANALYSISOFEXAMPLESSUCHASBUSINESSLANGUAGEISINTHENOTIONOFIMPLICATUREINTHISTASKOFTHERECOVERYOFIMPLICATEDINFORMATIONTHEHEARERISGUIDEDBYCERTAINPRINCIPLESOFCONVERSATION11CONTENTSOFCOOPERATIVEPRINCIPLEGRICE1975CALLEDTHEMJOINTLYTHECOOPERATIVEPRINCIPLEANDFORMULATEDITASFOLLOWS“MAKEYO
13、URCONVERSATIONALCONTRIBUTIONSUCHASISREQUIRED,ATTHESTAGEATWHICHITOCCURS,BYTHEACCEPTEDPURPOSEORDIRECTIONOFTHETALKEXCHANGEINWHICHYOUAREENGAGED”P26THEPRINCIPLEBREAKSDOWNINTOPARTICULARMAXIMSTHATSUMMARIZEPARTICULARASSUMPTIONSABOUTCONVERSATIONDIFFERENTPRAGMATICISTSPROPOSEDIFFERENTNUMBERSOFTHESEMAXIMSBUTASO
14、RIGINALLYPROPOSEDBYGRICE,THEPRINCIPLECONTAINEDFOURSETSOFMAXIMSKMJASZCZOLT,2004,P210MAXIMOFQUALITY1DONOTSAYWHATYOUBELIEVETOBEFALSE2DONOTSAYTHATFORWHICHYOULACKADEQUATEEVIDENCEMAXIMOFQUANTITY1MAKEYOURCONTRIBUTIONASINFORMATIVEASISREQUIREDFORTHECURRENTPURPOSESOFTHEEXCHANGE2DONOTMAKEYOURCONTRIBUTIONMOREIN
15、FORMATIVETHANISREQUIRED3MAXIMOFRELATIONBERELEVANTWITHRESPECTTOTHISMAXIM,GRICEWRITES,“THOUGHTHEMAXIMITSELFISTERSE,HOWITSFORMULATIONCONCEALSANUMBEROFPROBLEMSTHATEXERCISEMEAGOODDEALQUESTIONSABOUTWHATDIFFERENTKINDSANDFOCUSESOFRELEVANCETHEREMAYBE,HOWTHESESHIFTINTHECOURSEOFATALKEXCHANGE,HOWTOALLOWFORTHEFA
16、CTTHATSUBJECTSOFCONVERSATIONSARELEGITIMATELYCHANGED,ANDSOONIFINDTREATMENTOFSUCHQUESTIONSEXCEEDINGLYDIFFICULT,ANDIHOPETOREVERTTOTHEMINLATERWORK“MAXIMOFMANNER1AVOIDOBSCURITYOFEXPRESSION2AVOIDAMBIGUITIES3BEBRIEFAVOIDUNNECESSARYPROLIXITY4BEORDERLYCOMPLIANCEWITHTHESEFOURPRINCIPLES,PEOPLEWILLBEABLETOUSETH
17、EMOSTDIRECTANDEFFICIENT,THEMOSTREASONABLELANGUAGEFORBUSINESSCOMMUNICATIONTHEFIRSTTHREEARERELATEDTOTHECONTENTOFBUSINESSCOMMUNICATIONTHEMAXIMOFMANNERISONTHEEXPRESSIONOFREQUESTSITREQUIRESTHATTHELANGUAGEINBUSINESSLETTERSSHOULDBECONCISEANDAVOIDCIRCLES12THERELATIONSHIPBETWEENCOOPERATIVEPRINCIPLEANDPOLITEN
18、ESSPRINCIPLEACCORDINGTOGEOFFREYLEECH1983“THEREISAPOLITENESSPRINCIPLEWITHCONVERSATIONALMAXIMSSIMILARTOTHOSEFORMULATEDBYPAULGRICE”P78HELISTSSIXMAXIMSTACT,GENEROSITY,APPROBATION,MODESTY,AGREEMENT,ANDSYMPATHYTHESEMAXIMSVARYFROMCULTURETOCULTUREWHATMAYBECONSIDERED4POLITEINONECULTUREMAYBESTRANGEORDOWNRIGHT
19、RUDEINANOTHERINTHEPROCESSOFBUSINESSCOMMUNICATION,ITISIMPOSSIBLETORIGIDLYFOLLOWAPARTICULARPRINCIPLEINFACT,INMANYCASES,PEOPLEOFTENWILLFOLLOWAPRINCIPLEATTHEEXPENSEOFOTHERS,EVENINSIDETHESAMEPRINCIPLEOFABREACHORAFEWGUIDELINESTOFOLLOWOTHERGUIDELINESINORDERTOMAINTAINPOLITENESSPRINCIPLE,PEOPLESOMETIMESVIOLA
20、TETHECOOPERATIVEPRINCIPLETRYINGNOTTODAMAGETHEINTERESTSOFBOTHSIDES,MAINTAININGGOODRELATIONSBETWEENTHETWOSIDESPOLITENESSPRINCIPLEEMPHASIZESHOWTOUSECOMMUNICATIVESTRATEGIESTOMAINTAINORTOPROMOTEINTERPERSONALHARMONYDURINGTHEBUSINESSCOMMUNICATIONTHEREFORE,INORDERTOACHIEVEGOODRESULTSINBUSINESSACTIVITIES,PEO
21、PLESHOULDFOLLOWNOTONLYTHECOOPERATIVEPRINCIPLEBUTALSOTHEPOLITENESSPRINCIPLE5CHAPTER2THEAPPLICATIONOFTHECOOPERATIVEPRINCIPLEINBUSINESSENGLISHBUSINESSENGLISHISATOOLFORINTERNATIONALTRADEAMONGDIFFERENTCOUNTRIESTHEULTIMATEAIMISTOREACHACOMMODITYTRADINGORSERVICETRANSACTIONSTHEREFORE,BOTHWRITINGTECHNIQUEANDN
22、EGOTIATIONSKILLSNEEDTOFOLLOWCERTAINPRINCIPLESTHISCHAPTERWILLTALKABOUTTHEVARIOUSMAXIMSUSEDINBUSINESSENGLISH21THEAPPLICATIONOFTHEMAXIMOFQUALITYINBUSINESSACTIVITIES,TOMAKETHEEXCHANGESMOOTH,ITMUSTFIRSTCOMPLYWITHTHEMAXIMOFQUALITYTRYTOMAKEYOURWORDSREALLYCREDIBLETHATISTHEMOSTIMPORTANTPRINCIPLEOFGOODFAITHIN
23、THEBUSINESSACTIVITIESTHISISNOTSOMUCHCOMMUNICATIONSTANDARDS,ASITISAMANSREQUESTINBUSINESSENGLISH,PEOPLEAREGENERALLYCOMPLIEDWITHTHESTANDARDSAWHENYOURCOMPANYSPRODUCTLISTEDBIMSORRY,IMNOTSUREIFBDIDNOTKNOWLISTINGTIMEOFPRODUCTS,THENHISANSWERISTOFOLLOWTHEMAXIMOFQUALITY,ALTHOUGHNOTPROVIDINGTHEINFORMATIONANEED
24、ED,ITISSTILLTHECOOPERATIVEBEHAVIORONTHECONTRARY,IFHEISAWAREOFANDDELIBERATELYDIDNOTTELLTHEOTHERSIDE,HISANSWERISCHEATING,CONTRARYTOTHE“DONOTSAYWHATYOUBELIEVETOBEFALSE“REQUIREMENT。LETUSLOOKATANOTHEREXAMPLEACANYOUTELLMETHETIMEANDPLACEOFTHEINTERVIEWBMAY20AT200PM,THEDEPARTMENTOFHUMANRESOURCESOFFICEONTHESE
25、CONDFLOORIFTHEHEARERBISVERYCLEARABOUTTIMEANDPLACEOFTHEINTERVIEWANDHISANSWERWASCONVINCED,THENHEISINLINEWITHTHEMAXIMOFQUALITYCONVERSELY,6IFHEWASUNSUREFORHISOWNWORDS,THENHEVIOLATEDTHE“DONOTSAYTHATFORWHICHYOULACKADEQUATEEVIDENCE“REQUIREMENT,CONTRARYTOTHEMAXIMOFQUALITYACCORDINGTOTHEMAXIMOFQUALITY,THEINFO
26、RMATIONPROVIDEDMUSTBETRUE,LOOKATTHEFOLLOWINGEXAMPLETHEMARKETINVESTIGATIONSUGGESTSTHATTHEUNITEDSTATESHASASTEADYDEMANDFORCERAMICSHERE,“THEMARKETINVESTIGATION“ISEVIDENCE，ENHANCETHEOBJECTIVITYANDCREDIBILITYOFTHENARRATIVESO,THISSENTENCEHASCOMPLIEDWITHTHEMAXIMOFQUALITYITSHOULDBESAID,THEMAXIMOFQUALITYISTHE
27、BASISFORTHEEXCHANGETOBECARRIEDOUTGRICE1975ALSOPOINTEDOUTTHAT“ONLYTHEMAXIMOFQUALITYISFOLLOWED,OTHERCRITERIAINORDERTOPLAYTHEIRRESPECTIVEROLES“P4546SOITHASASPECIALSIGNIFICANCEINTHEPRINCIPLESOFCOOPERATION22THEAPPLICATIONOFTHEMAXIMOFQUANTITYWHENCONDUCTINGBUSINESSCOMMUNICATION,MAKINGTOOMUCHBUSINESSINFORMA
28、TION,WILLCAUSEINTERFERENCEANDINCONVENIENCETOOLESSINFORMATIONWILLNOTMEETTHEEXPECTATIONSOFCOMMUNICATORSTHEREFORE,INORDERTOACHIEVESUCCESSINOURBUSINESS,WEMUSTPROVIDETHERIGHTAMOUNTOFINFORMATIONANDABIDEBYTHEMAXIMOFQUANTITYFOREXAMPLE,“YOUINQUIREDABOUTMYBAMBOOBASKETSONSEPTEMBER15,1998ISENTYOUACOMPANYCATALOG
29、ATTHATTIMEICANSENDYOUASECONDCATALOGIFYOUNEED“OBVIOUSLY,THISISACOUNTEROFFERTOTHEINQUIRYFROMCLIENTSWITHTHEPROCESSOFCUSTOMERSINQUIRY,GRASPINGTHEINFORMATIONOFTHECOMPANYSPRODUCTSISTHECUSTOMERSMOSTURGENTDEMANDSSOMETIMES,TOMEETTHEBUYERSREQUEST,THESELLERMADETHEAPPROPRIATERESPONSE,ANDEXPRESSEDWILLINGNESSTOFU
30、RTHERCOOPERATETOPROVIDESUFFICIENTAMOUNTOFINFORMATION723THEAPPLICATIONOFTHEMAXIMOFRELATIONINTHEPROCESSOFBUSINESSACTIVITIES,WEREQUIRETHATCOMMUNICATIONPARTIESMUSTCENTERAROUNDTHETOPIC,NOTRAMBLINGWEMUSTSTRIVETOMAKEYOURWORDSRELEVANCETOTHEPROBLEM,WHICHISTOCOMPLYWITHTHEMAXIMOFRELATIONTHEMAXIMOFRELATIONISTHA
31、TPEOPLEMUSTBERESPECTEDINBUSINESSENGLISH,FOREXAMPLEATOMORROWWHOWENTTOTHEAIRPORTTOPICKMRSMITHBLETLIUGOHISAPARTMENTISNEARTHEAIRPORTCLETLIHUAGO,LIHADTOSTAYINTHEUNITEDKINGDOM,ENGLISHISBETTERABGOODIDEAFORTHESAMETOPIC,ALTHOUGHTHETWOPEOPLEHAVEDIFFERENTVIEWS,THEYHAVETHESAMETOPICCENTERAROUNDTHISTOPICCENTER,BP
32、ROVIDEDANANSWERTHATWETHINKCORRECTAIMINGATTHETOPICCENTERANDBSANSWER,CGAVEHISADVICEANDITISTHEMOSTSUITABLECHOICETHEYARESTRICTLYCOMPLIEDWITHTHERELEVANTPRINCIPLES,THUSMAKINGCOMMUNICATIONCLOSELYLINKED24THEAPPLICATIONOFTHEMAXIMOFMANNERDIFFERENTCOUNTRIESHAVEDIFFERENTCULTURALBACKGROUNDS,SOWESHOULDPAYATTENTIO
33、NTOEXPRESSIONDURINGOURBUSINESSACTIVITIES，AVOIDOBSCURE,AMBIGUOUSEXPRESSIONMOSTMAXIMOFMANNEREMBODIEDINTHEWRITINGBUSINESSLETTERSFOREXAMPLE,WEWILLUSE“TONS“OFTHEWEIGHTOFTHEUNITWHENWEMAKEANOFFER,BUT“TONS“HAVEDIFFERENTCONCEPTSTRADEDISPUTESWILLBELEDIFWEDONTUNDERSTANDTHEWORDMEANINGCORRECTLYTHESECONDISTHECURR
34、ENCYSYMBOLAMBIGUITY“ISUNDERSTOODMOSTLYINUSDOLLARS,BUTITCANALSOBEUNDERSTOODASTHEAUSTRALIANDOLLAR,CANADIANDOLLAR,HKANDSOONEXCHANGERATEBETWEENCURRENCIESOFDIFFERENTCOUNTRIES,WILLLEADTODIFFERENTREALCOMMODITYPRICESTHEREFORE,COUNTRIESSHOULDCLEARLYQUOTECURRENCYSYMBOLS,FOLLOWINGTHEMAXIMOFMANNER8CHAPTER3VIOLA
35、TIONOFTHECOOPERATIONPRINCIPLETHEPRINCIPLEOFCOOPERATIONISONEOFTHEGENERALPRINCIPLESINCOMMUNICATIVEDISCOURSES,BUTGRICE1975POINTEDOUTTHATINTHEACTUALBUSINESSCOMMUNICATION,WEDONOTALWAYSSTRICTLYABIDEBYTHEPRINCIPLEOFCOOPERATION,ITMEANSTHATWEAREOFTENCONTRARYTOTHEPRINCIPLESOFCOOPERATIONFOREXAMPLE,DELIBERATELY
36、TELLINGLIESINVIOLATIONOFTHEMAXIMOFQUALITY,DELIBERATELYPROVIDINGTOOMUCHORTOOLITTLEINFORMATIONINVIOLATIONOFTHEMAXIMOFQUANTITY,DELIBERATELYGIVINGSOMEONETHERUNAROUNDINVIOLATIONOFTHEMAXIMOFRELATION,DELIBERATELYTALKINGAMBIGUOUSLYINVIOLATIONOFTHEMAXIMOFMANNERJIN,2005,P86THEREARENUMEROUSEXAMPLESLIKETHIS“OBV
37、IOUSLY,INREALLIFE,WHOWOULDNOTLIKETOCOMPLYWITHTHELAWORCOMPLYWITHTRAFFICRULESASTOSTRICTLYCOMPLYWITHTHEABOVEMAXIMS“CHEN,1985,P3SO,VIOLATIONOFCOOPERATIVEPRINCIPLEOCCURS,WHATFOLLOWSITS“IMPLICATIVE”31THEREASONPEOPLEVIOLATETHECOOPERATIONPRINCIPLEASWEALLKNOW,COOPERATIVEPRINCIPLEISTHEBASICPRINCIPLEOFHUMANBEI
38、NGSCOMMUNICATIONHOWEVER,ITDOESNOTMEANCOOPERATIVEPRINCIPLEWILLBEFOLLOWEDBYEVERYBODYALLTHETIMEWHENCOOPERATIVEPRINCIPLEISVIOLATED,USUALLY,ASPECIALIMPLICATIVEARISESCONVERSATIONIMPLICATUREMEANSTHEADDITIONAL,UNSTATEDMEANING,THATIS,WHATASPEAKERCANIMPLY,SUGGEST,ORMEANMORETHANWHATISSAID,ASISDISTINCTFROMWHATT
39、HESPEAKERLITERALLYSAYSGRICEHASALREADYPOINTEDOUTTHEREAREFOURCASESOFTHEVIOLATIONFIRSTLY,SECRETLYVIOLATIONSECONDLY,FLAGRANTVIOLATIONTHIRDLY,INORDERTO9MAINTAINANOTHERPRINCIPLE,CONTRARYTOTHISPRINCIPLEFINALLY,INORDERTOCONVEYTHECONVERSATIONALIMPLICATURE,CONTRARYTOTHISPRINCIPLEINBUSINESSENGLISH,MOSTPEOPLEWI
40、LLENCOUNTERTHETHIRDANDFOURTHCASEINBUSINESSNEGOTIATIONSORBUSINESSCORRESPONDENCE,PEOPLEVIOLATETHEPRINCIPLESOFCOOPERATIONINORDERTOSAFEGUARDTHEPRINCIPLESOFPOLITENESSANDSELFPROTECTIONPRINCIPLESTHEREFORE,INBUSINESSACTIVITIES,INORDERTOENSUREASUCCESSFULTRANSACTION,WEWILLCONSIDERMOREPOLITENESSPRINCIPLEANDTHE
41、PRINCIPLEOFSELFPROTECTIONPEOPLEALWAYSTAKEDIFFERENTPRAGMATICSTRATEGIESTOMAKETHELANGUAGEMOREAPPROPRIATEINTHEPROCESSORCOMMUNICATION,THEBOTHSIDESWILLCOMPLYWITHTHEPRINCIPLESOFCOOPERATION,ORCONTRARYTOTHEPRINCIPLESOFCOOPERATIONTOMAINTAINGOODRELATIONSHIPSANDACHIEVESHAREDGOALS32THEAPPLICATIONSOFVIOLATIONOFTH
42、ECOOPERATIONPRINCIPLEINBUSINESSENGLISHINBUSINESSCOOPERATION,SOMETIMESWEHAVETOMAKEADECISIONNOTTOCOOPERATEWITHEACHOTHERFORVARIOUSREASONSHOWTOREFUSEITLETSLOOKATASPECIFICEXAMPLEDEARMRJIANGWENTHANKYOUFORYOURINTERESTINDOINGBUSINESSWITHACDFOODINCAFTERACAREFULREVIEWOFYOURPRODUCTINFORMATION,WEREGRETTOINFORMY
43、OUTHATWECURRENTLYDONOTHAVEANYBUSINESSINTERESTSINSELLINGSUCHGOODSTOCLIENTSHOWEVER,WEWOULDLIKETOKEEPYOURINFORMATIONONFILE,INCASECIRCUMSTANCESCHANGEINTHEFUTURELIKEWISE,IFYOUHAVEANYINTERESTSINPURCHASINGSWEDENFOOD,PLEASEFEELFREETOCONTACTUSWEWISHYOUTHEBESTOFLUCKINYOURBUSINESS10SINCERELYYOURS,JOHNGOODMANTH
44、ESENTENCE“AFTERACAREFULREVIEWOFYOURPRODUCTINFORMATION,WEREGRETTOINFORMYOUTHATWECURRENTLYDONOTHAVEANYBUSINESSINTERESTSINSELLINGSUCHGOODSTOCLIENTS”ISAKINDOFEUPHEMISMTHEAPPLICATIONOFPOLITICALEUPHEMISMSISINSEPARABLEFROMCONTEXTSINWHICHTHEYOBSERVETHEPOLITENESSPRINCIPLEATTHEEXPENSEOFCERTAINMAXIMSOFTHECOOPE
45、RATIVEPRINCIPLEHERE,IFWEREFUSETOCOOPERATEDIRECTLY，ITISLIKELYTOMAKETHESCENEBECOMESAWKWARDITSEEMSTOBECONTRARYTOTHEMAXIMOFQUANTITY,BUTTOACHIEVEADOUBLEEFFECTBOTHPEOPLEUNDERSTANDTHEADDITIONALUNSTATEDMEANING,BUTATTHEMAINTIME,WEHAVENTTOMAKEBOTHSIDESEMBARRASSEDTHATISTHEAPPLICATIONOFCONVERSATIONIMPLICATURELE
46、TSLOOKATANENGLISHADTHENEWGENERATIONHAIRCOLORSHOWMESPARKLINGCOLORTHATSNEVERFAKETHISADUSESHYPERBOLETOILLUSTRATETHEGOODQUALITYOFTHEHAIRDYE,OFCOURSE,THISOVERSTATESTHEEFFECTOFTHEPRODUCTITSAYSITCANMAKETHEHAIRSHINYANDNEVERFADE,BUTINFACTNEVERFADEHAIRDYEISNONEXISTENTTHEADVERTISEMENTPRODUCERBREAKSTHECOOPERATI
47、VEPRINCIPLEANDUSEIMPLICATURE,TOACHIEVEBETTEREFFECTANDCOOPERATEWITHTHECUSTOMERSINTHECOURSEOFDESIGN11CHAPTER4SUPPLEMENTSANDDEVELOPMENTOFCOOPERATIVEPRINCIPLEGRICECREATEDTHEFOURMAXIMS,BUTWEBELIEVETHATANOBVIOUSFLAWISIGNORINGTHECOMMUNICATIVESUBJECTIVEATTITUDETOSOLVETHISPROBLEM,LEACH,GNCREATEDTHEPOLITENESS
48、PRINCIPLEASTHESUPPLEMENTED,BUTWEAREALLINFAVOROFZHOULIQUAN,WHODIRECTLYUSESFIFTHMAXIMSTOREPLACETHEFOURMAXIMSTHEFIFTHMAXIMSISTHE“THEMAXIMOFATTITUDE“41ZHOULIQUANS“MAXIMOFATTITUDE”COOPERATIONCONVERSATIONMUSTCOMPLYWITHTHEMAXIMOFATTITUDEPOLITECONVERSATIONHELPSTOTALK,ANDHELPTOACHIEVETHEPURPOSEOFTHECONVERSAT
49、IONIMPOLITEDISCOURSEWOULDIMPEDETHETALK,ANDEVENLEADTHECONVERSATIONINTERRUPTEDEVENINDIPLOMATICNEGOTIATIONSBETWEENTHETWOENEMIES,THESPEAKERUTTERANCESSHOULDBEPOLITEASPOSSIBLEZHOULIQUAN,1994,P442443ZHOULIQUANESTABLISHEDADAUNTLESSANDSIGNIFICATIVECRITERIA,NOTONLYGENERALIZEANDSUMMARIZEPEOPLESDAILYCOMMUNICATION,BUTALSOASOUNDTHEORETICALBASISFORTHEPRINCIPLESOFCOOPERATION,SOTHATTHEPRINCIPLESOFCOOPERATIONANDPEOPLESCOGNITIVEPATTERNREACHEDANAGREEMENT42LEACH,GNS“POLITENESSPRINCIPLE”SINCETHECOOPERATIVEPRINCIPLEHASBEENCREATED,ITATTRACTEDWIDESPREADATTENTIONANDHIGHPRAISETODAY,THECOOPERATIVE
