1、毕业论文文献综述英语商务函电中的礼貌原则一、前言部分（说明写作的目的，介绍有关概念，扼要说明有关主题争论焦点）在经济全球化的今天，中国与世界各国的贸易往来也日益频繁。商务函电成为了中外企业进行沟通的主要工具，是贸易双方保持密切联系的一座桥梁。礼貌原则作为商务函电重的主要语言特点，是促成双方合作的催化剂和润滑剂。因而准确合理的使用礼貌原将在商务沟通中发挥巨大作用。商务函电商务函电是指在日常的商务往来中用以传递信息、处理商务事宜以及联络和沟通关系的信函、电讯文书。常用的商务信函主要有商洽函、询问函、答复函、请求函、告知函和联系函等。礼貌原则礼貌原则具体内容如下1得体准则TACTMAXIM尽量少让他
2、人受损，尽量多让他人受益；2慷慨准则GENEROSITYMAXIM尽量少让自己受益尽量多让自己收损；3赞扬准则APPROBATIONMAXIM尽量少贬低他人，尽量多赞扬他人；4谦虚准则MODESTYMAXIM尽量少赞扬自己，尽量多贬低自己；5一致准则AGREEMENTMAXIM尽量少反对他人尽量多赞同他人；6同情准则SYMPATHYMAXIM尽量少反感他人尽量多同情他人。二、主题部分（阐明有关主题的历史背景、现状和发展方向，以及对这些问题的评述）1983年，在美国语言学家HPGRICE的合作原则COOPERATIVEPRINCIPLE以及BROWN和LEVNSON的礼貌策略POLITENESS
3、STRATEGY的基础上，英国学者GLEECH提出了他关于言语交际的礼貌原则POLITENESSPRINCIPLE。他成功地解释了合作原则所不能解释的人们表达意图屎语言的间接性，从而弥补了合作原则的默写缺陷。LEECH指出，在交往中人们为了不直截了当地触及对方的“面子”，只能拐弯抹角、含蓄间接地表达其真实的信息，而让听者自己去理解他的“言外之意”。礼貌原则就是在其他条件相同的情况下，把不礼貌的信念减弱到最低限度。把一些对听话人或第三者来说不礼貌的话，或是略去不说或是婉转间接地说出来。礼貌原则要求人们在交际中尽量减少有损他人的、有利自己的观点；尽量减少对他人的贬低，对自己的赞赏；尽量减少对他人观
4、点的不一致和感情的对立。概括地说，礼貌原则就是在其他条件相同的情况下把不礼貌的信念减弱到最低限度，把一些对听话人或第三者来说事不礼貌的话，或是略去不说，或是婉转、间接地说出来。礼貌原则具体内容如下1得体准则TACTMAXIM2慷慨准则GENEROSITYMAXIM3赞扬准则APPROBATIONMAXIM4谦虚准则MODESTYMAXIM5一致准则AGREEMENTMAXIM6同情准则SYMPATHYMAXIM三、研究的现状从用词和YOUATTITUDE两个方面展示了礼貌原则在商务信函写作中的体现。一、礼貌用词礼貌用词是指商务信函写作中措辞要力求委婉有礼，这不但可以树立企业的良好形象，为双方合
5、作创造友好的洽谈气氛，还能事事留有余地，为进一步发展贸易关系奠定基础。例如在确认收到对方的来函、来电和有关贸易凭证时，要以礼貌的语言表示诚挚的谢意。不仅如此，在向对方提出要求或期望时也要使用礼貌得体的用语。有利于问题的解决。二、采用YOUATTITUDE礼貌不仪是指用一些礼貌用语，更体现在一个您为重“YOUATTITUDE”NOT“WEATTITUDE”的角度考虑问题，也就是从收信人的角度和立场来考虑问题，使句子语气显得平和、友好，表现出对对方的尊重和礼让。美国一位作家说，要想写好就要满足读者的需要，也就是站在读者的角度考虑问题；要分析读者怎么理解信息，然后试图给读者提供他们所需要的东西；解决
6、读者的问题；节省他们的费用；体谅他们的感受和处镜。三、研究存在的问题（1）有些人对陈旧的商业术语的使用，这会给人以矫揉造作的感觉（2）还有一些大词的使用，会给人以冷漠的感觉，缺乏亲切感。（3）模糊语的使用可委婉，含蓄，礼貌的表达意见相左的情况，从而缓解尴尬。有些时候人们一味的追求“准确”原则，放弃了模糊语的使用。这些都是需要进一步研究并且改进的地方。四、研究的论题通过对外贸函电写作原则的研究历史和现状以及前景的分析，发现了一些原则方面问题的疏漏，本论文旨在从更广泛的角度，在对前人学术研究的基础上更进一步的探讨，在对一些基本原则的简要分析的基础上着重探讨“积极的原则”以及词语的使用。三、总结部分
7、（将全文主题进行扼要总结，提出自己的见解并对进一步的发）商务信函不仅是实现沟通的，媒介而且是建立友谊、吸引客户的手段，电函中灵活运用礼貌原则是商务活动顺利开展合作关系的基础。规范的商务信函语言的使用具有特别重要的意义。一封彬彬有礼、措辞得体的商务信函能使我方在对方的心目中树立一种正直、热情、有良好文化修养和职业道德的形象，从而乐观与我方合作，带来无限的商机。重视对方的观点，尊重对方的权利。愿望和需要，迎合对方的心理。使对方产生令人愉快的感觉，就能促成和扩大对外贸易。四、参考文献（根据文中参阅和引用的先后次序按序编排）1王兴孙UPTODATECORRESPONDENCEFORIMPORTANDE
8、XPORT上海上海交通大学出版社，2001402HERTAAMURPY/HERBERTWHILDEBRANDTEFFECTIVEBUSINESSCOMMUNICATIONSMCGRAWHILL,INC19841383何自然语用学概论,湖南，湖南教育出版社，1987108。4SORRELSBDBUSINESSCOMMUNICATIONFUNDAMENTALSCOLUMBUSCHARLESEMERILLPUBLISHINGCOMPANYABELLHOWELLCOMPANY19842885SORRELSBDBUSINESSCOMMUNICATIONFUNDAMENTALSCOLUMBUSCHARLE
9、SEMERILLPUBLISHINGCOMPANYABELLHOWELLCOMPANY19842136SORRELSBDBUSINESSCOMMUNICATIONFUNDAMENTALSCOLUMBUSCHARLESEMERILLPUBLISHINGCOMPANYABELLHOWELLCOMPANY19842247尹小芳“语用礼貌原则在商务英语中的应用”浙江海洋学院学报（人文科学版），2001年3月期70。8SORRELSBDBUSINESSCOMMUNICATIONFUNDAMENTALSCOLUMBUSCHARLESEMERILLPUBLISHINGCOMPANYABELLHOWELLCO
10、MPANY19841749吴洁“商务英语的礼貌原则”，中国科技翻译，2003年1月期32。10SORRELSBDBUSINESSCOMMUNICATIONFUNDAMENTALSCOLUMBUSCHARLESEMERILLPUBLISHINGCOMPANYABELLHOWELLCOMPANY198418711刘永强2003“商务英语信函写作中的语用模糊”，江苏教育学院学报2003年2月期，100。12WAINWRIGHT,ABUSINESSCORRESPONDENCE，北京商务印书馆国际有限公司，1996170。13,MACINTOSHDENGLISHFORBUSINESS广州广州经济出版社，
11、1997198。14MACINTOSHDENGLISHFORBUSINESS广州广州经济出版社，1997217。15WAINWRIGHT,ABUSINESSCORRESPONDENCE，北京商务印书馆国际有限公司，1996166170。（20_届）本科毕业设计英语商务信函中的礼貌原则POLITENESSPRINCIPALINENGLISHCORRESPONDENCE内容摘要在经济全球化的今天，中国与世界各国的贸易往来也日益频繁。商务函电成为了中外企业进行沟通的主要工具，是贸易双方保持密切联系的一座桥梁。礼貌原则作为商务函电重的主要语言特点，是促成双方合作的催化剂和润滑剂。因而准确合理的使用礼貌
12、原将在商务沟通中发挥巨大作用。本文旨在通过分析相关的实用性策略，研究提高商务信函写作技能。关键词商务信函；礼貌原则；对方立场；模糊语ABSTRACTINTHEECONOMICGLOBALIZATION,THETRADEBETWEENCHINAANDOTHERCOUNTRIESAROUNDTHEWORLDBECOMEMOREANDMOREFREQUENTLYBUSINESSCORRESPONDENCEHASBECOMETHEMAJORTOOLINTHECOMMUNICATIONOFCHINESEANDFOREIGNENTERPRISESANDALSOACTASABRIDGESERVINGTOKE
13、EPTHEMUTUALCLOSECONTACTASANIMPORTANTCHARACTERISTICOFBUSINESSCORRESPONDENCELANGUAGE,POLITENESSPRINCIPALISTHECATALYSTORLUBRICANTTOFACILITATETHEMUTUALCOOPERATIONTHEREFORE,ACCURATEANDRIGHTUSEOFPOLITENESSPRINCIPALPLAYSAGREATSIGNIFICANTROLEINBUSINESSCOMMUNICATIONTHISPAPERAIMSATEXPLORINGMETHODSOFIMPROVINGW
14、RITINGSKILLSFORBUSINESSCORRESPONDENCEBYANALYZINGTHERELATEDPRAGMATICPRINCIPLESKEYWORDSBUSINESSCORRESPONDENCE；POLITENESSPRINCIPAL；YOUATTITUDE；VAGUENESSCONTENTSABSTRACT21INTRODUCTION42BUSINESSCORRESPONDENCE421WHATISBUSINESSCORRESPONDENCE522THEIMPORTANCEOFPOLITENESSINBUSINESSCOMMUNICATION53POLITENESS631
15、POLITENESSPRINCIPAL732ANALYSISOFPOLITENESSPRINCIPA7321TACTMAXIM9322GENEROSITYMAXIM9323APPROBATIONMAXIM11324MODESTMAXIM11325AGREEMENTMAXIM11326SYMPATHYMAXIM124STRATEGIESOFREALIZINGTHEPOLITENESSPRINCIPLEINBUSINESSCORRESPONDENCEWRITING1341YOUATTITUDEINBUSINESSCORRESPONDENCE1342VAGUENESSINBUSINESSCORRES
16、PONDENCE155CONCLUSION166BIBLIOGRAPHY171INTRODUCTIONBUSINESSCORRESPONDENCEPLAYSANCENTRALROLEINBUSINESSCOMMUNICATIONITSERVESASABRIDGEBETWEENTHEEXPORTERSANDIMPORTERS，THROUGHWHICHBUSINESSCANBEDONEMOREEFFICIENTLYANDEFFECTIVELYANDALSOANDREACHAFAIRANDMUTUALLYSATISFACTORYDEALITISUSEDASINSOMECERTAINPURPOSE，S
17、UCHASENQUIRY,QUOTATION,SHIPPINGADVICE,COMPLAIN,COMPENSATION,ANDSOONINORDERTOGIVETHERECEIVERAGOODIMPRESSIONWITHTHESENDERORHISCOMPANY,ANDDEALWITHTHEPROBLEMWHILEBUSINESSLETTERSSHOULDCOMPLYWITHSOMERULESPOLITENESSPRINCIPLEISONEOFTHEIMPORTANTRULESAPOLITEANDAPPROPRIATEBUSINESSLETTERCANLEADTHERECEIVERTOMAKE
18、ANACTIVERESPONDINGOTHERWISEITWILLCREATEABADIMPRESSIONONTHERECEIVERSOTHATHEARENOTWILLINGTOCOOPERATEWITHYOUBUSINESSLETTERSAREWRITTENAGAINSTACERTAINBACKGROUNDTHEREFORE,ITISESSENTIALTOSTUDYHOWTOENHANCECOMMUNICATIONBYAPPLYINGPRINCIPLESOFPRAGMATICSTHISPAPERAIMSATEXPLORINGMETHODSOFIMPROVINGWRITINGSKILLSFOR
19、BUSINESSCORRESPONDENCEBYANALYZINGTHERELATEDPRAGMATICPRINCIPLES2BUSINESSCORRESPONDENCE“WEHAVEPROBABLYTAKENACOURSEINCOMPOSITIONSINWHICHWEWROTETHEMESTOSHOWTHATWEKNEWHOWTOUSESENTENCESANDPARAGRAPHS,PROPERGRAMMAR,ANDOTHERMECHANICSOFWRITINGBUTWHENWETAKEAJOB,WEWILLBEDEVELOPINGINFORMATIONONOUROWNANDWEWILLBET
20、RANSMITTINGITTOAREADERWHOHASAGENUINENEEDFORITANDWHOWILLTAKEACTIONINRESPONSETOWHATWEARECOMMUNICATINGTHEREADERWILLUSETHEINFORMATIONFORSPECIFICPURPOSESTODECIDEWHATACTIONSTOTAKEPURPOSESOFCOMMUNICATINGBUSINESSINFORMATIONAREPRACTICALRATHERTHANSOCIALANDTHATISWHYBUSINESSCOMMUNICATIONDIFFERSFROMOTHERFORMSOFC
21、OMMUNICATION”27THEBUSINESSCORRESPONDENCEISTHECHIEFWAYOFEXTERNALCOMMUNICATIONINBUSINESSTHEPRINCIPLEMEANSWHEREBYAFIRMMAINTAINSCONTACTWITHTHEOUTSIDEWORLDQUITEOFTENITISTHEFIRMSONLYCONTACTWITHITSCUSTOMERS,WHOFORMTHEIRIMPRESSIONSOFTHEFIRMASMUCHFROMTHETONEANDQUALITYOFITSCORRESPONDENCEASFROMTHECAREANDPROMPT
22、ITUDEWITHWHICHTHEIRORDERSAREMETTHEREFORE,WEMAYEMPLOYMANYTECHNIQUESTHATAREUNIQUELYAPPROPRIATETOOURCOMMUNICATIONTOSTRENGTHENTHEINFLUENCEOFTHEWRITTENPIECES21WHATISBUSINESSCORRESPONDENCEBUSINESSCORRESPONDENCEORBUSINESSLETTERISAWRITTENCOMMUNICATIONBETWEENTWOPARTIESAMEANSTHROUGHWHICHVIEWSAREEXPRESSEDANDID
23、EASORINFORMATIONISCOMMUNICATEDINWRITINGINTHEPROCESSOFBUSINESSACTIVITIESMEANSITISAPARTNERSHIPOFTWOPARTIESTOIMPROVETHEIRLETTER122THEIMPORTANCEOFPOLITENESSINBUSINESSCOMMUNICATIONTELEPHONESANDINTERNETMEETINGSHAVEBECOMEINCREASINGLYPOPULARNOWHOWEVER,THEFORMOFWRITING,INCLUDINGCORRESPONDENCEONPAPEROREMAIL,S
24、TILLOCCUPIEDAGREATSHAREOFCOMMUNICATIONBETWEENFIRMSANDORGANIZATIONSTHATISBECAUSEITISMOREPRACTICALANDEFFICIENTFIRST,FOREXAMPLE,THELARGEEXPENSECAUSEDBYATRUNKCALL,ISONEDISADVANTAGEOFTELEPHONECONVERSATIONWHILEITISCHEAPERTOWRITETOTHEFOREIGNCUSTOMERSTHANTOPHONEANDWAITFORANANSWER,BECAUSETHEREISTHEJETLAGBETW
25、EENTHECOUNTRIESWECANALSOSAVETIME,FORTHETELEPHONEMAYNOTBEAVAILABLEATTHEMOMENTANDMAYHAVETOBESENTBYMAILANYWAYBESIDES,WEOFTENWRITECIRCULARLETTERSINSTEADOFHAVINGCIRCULARVISITSORTRUNKCALLS,BECAUSEITISMOREECONOMICALTOWRITEWHENALOTOFPEOPLEMUSTRECEIVETHESAMEINFORMATIONSECOND,ITISOFTENUNWELCOMETOINTERRUPTACUS
26、TOMERBYTELEPHONINGTOEXPRESSAPPRECIATIONFORANORDERORTOINFORMTHEDATEWHENTHEGOODSWILLARRIVEINDETERMININGTHEMOSTEFFICIENTMEANSOFCOMMUNICATING,WEMUSTCONSIDERBOTHOURSELVESANDTHECONVENIENCEOFTHECUSTOMERS,ANDTHEIRCONVENIENCEMEANSEFFICIENCYOFCOMMUNICATIONTHEREFORE,BUSINESSCORRESPONDENCEPROVIDESOPPORTUNITIEST
27、OGIVETHERECIPIENTAFAVORABLEIMPRESSIONABOUTTHEINCREASEGOODWILLBYCREATINGINTHEMINDOFTHERECIPIENTAFAVORABLEIMPRESSIONOFTHEFIRMTHEWRITERSFIRM,ASWELLASOFTHEWRITERHIMSELFTHIRD,THEMAINDETERMINANTOFADOPTINGTHECOMMUNICATIONMETHODISTHETYPEORINFORMATIONREQUESTEDORTOBETRANSMITTEDDETAILEDINFORMATIONREQUIRESTHEWR
28、ITTENWORDSTOENSUREACCURACYANDCORRECTUNDERSTANDINGTHISKINDOFMESSAGEMUSTBEGIVENINWRITTENFORMWORDOFMOUTHCOMMUNICATIONCANOFTENMAKESOMEMISTAKES,SUCHASANINCORRECTDATEORADDRESSWHILE，WRITTENCOMMUNICATIONWILLENSUREACCURACY4MOREOVER,WHENTHEWRITTENINFORMATIONBECOMESAPARTOFTHERECORD,ITISOFFICIALFORITSERVESASAPE
29、RMANENTRECORDFORFUTUREREFERENCEANDALSOVALUABLEEVIDENCEINTHEEVENTOFLEGALDISPUTES3POLITENESSPOLITENESSPLAYSANIMPORTANTROLEBOTHINBUSINESSCOMMUNICATIONANDDAILYLIFE1POLITENESSISANOBSERVATIONOFSOCIALPHENOMENONINBUSINESSCORRESPONDENCE,WEALWAYSEMPLOYTHEPOLITEWAYTOCOMMUNICATEINORDERTOGIVEAGOODIMPRESSIONONONE
30、ANOTHER2POLITENESSCANALSOBEUNDERSTOODASAMEANSTOACHIEVETHEGOALINTERMSOFMEANSANDRESULTANALYSISTHEMOSTORDINARYEXAMPLEISTHATWHENWENEEDSOMEONESHELPWEUSUALLYHASTOASKFORHELPINAPOLITEMANNERINOTHERWORDS,WETENDTOBEPOLITEINORDERTOSHOWOURWILLINGNESSTOSTARTAFRIENDLYRELATIONWITHSOMEONE,ORTOMAINTAINTHEGOODRELATION
31、,ORTOIMPROVEITIFTHEREARESOMEUNPLEASANTTHINGSBETWEENEACHOTHER3POLITENESSSTRATEGIES,INFACT,ARESOMEKINDSOFSOCIALNORMSIMPOSEDBYTHECONVERSATIONSOFTHECOMMUNITYOFWHICHWEAREBELONGTOSOMETIMESWEFEELTHATWEHAVETOBEPOLITEINORDERTOSHOWWEAREPOLITEANDCULTIVATEDTOSOMEANEXTENTTHATWEKNOWWHATTODOTOLIVEUPTOTHECONVENTION
32、ALLYRECOGNIZEDSOCIALSTANDARDSSOTHATWEWILLNOTBEACCUSEDOFBEINGRUDEORILLMANNEREDINORDERTOBEPOLITE,WEHAVETOBETOLERANTUNDERCERTAINCIRCUMSTANCES,TOMEETCERTAINSTANDARDS,WEHAVETOAVOIDDOINGTHETHINGSASWEDOINPRIVATETHEREFORE,POLITENESSISNOTALWAYSEASYITISCONNECTEDWITHLANGUAGECONVENTIONS,SOCIALVALUESANDTHECONVER
33、SATIONPARTICIPANTSPSYCHOLOGICALSTATEPOLITENESSISALSORELATEDTOMORALITYESPECIALLYINCROSSCULTURALCOMMUNICATION,ANONNATIVESPEAKERSOMETIMESISCONSIDEREDASBEINGIMPOLITEBYANATIVESPEAKERPOLITENESSISACOMPLICATEDSOCIALPHENOMENONINLANGUAGETHATISWHYMANYSCHOLARSSTILLKEEPONSTUDYINGIT31POLITENESSPRINCIPALTHEREISNOD
34、OUBTTHATPEOPLEVIOLATETHECOOPERATIVEPRINCIPLEWHENCOMMUNICATINGWITHEACHOTHER,INMANYCASES,FUNCTIONSASANEFFECTIVEWAYTOCONTINUETHECONVERSATIONBUTWHYDOPEOPLEVIOLATETHECOOPERATIVEPRINCIPLEWHYDOTHEYADOPTTHEINDIRECTWAY，BUTNOTTHEDIRECTWAYTOEXPRESSTHEMSELVESGRICEMADEASPEECHABOUTCOOPERATIVEPRINCIPLEATHARVARDUNI
35、VERSITYEXPLICITMANYCOMMUNICATIVEPHENOMENAHOWEVER,ASMENTIONEDABOVE,THISPRINCIPLECANNOTFULLYINTERPRETALLPHENOMENATHEREFORE,LEECHPRESENTSTHEPOLITENESSPRINCIPLEFROMTHEASPECTOFSTYLISTICSANDRHETORICWHICHCOMPLEMENTEDTHECOOPERATIVEPRINCIPLEWHENMENTIONING“POLITENESSPRINCIPLE”,THEFIRSTONECOMEUPINPEOPLESMINDMA
36、YBELAKOFFLAKOFFISOFTHEIDEATHATINSOMEKINDSOFCOMMUNICATION,THEPOLITENESSFACTORCANAFFECTTHESUCCESSOFCOMMUNICATIONLATER,THEPOLITENESSPRINCIPLEISESTABLISHEDBYBRITISHLINGUISTGNLEECHASAFURTHERDEVELOPMENTOFCOOPERATIVEPRINCIPLEWHICHAROUSEDGREATREACTIONSINTHEFIELDOFLINGUISTICSREGARDINGPOLITENESS,THERELATIONSB
37、ETWEENTHESENDERANDREADERDOAFFECTTHEUNDERSTANDINGTOWARDTHESAMEPOLITEDISCOURSETHATMEANS，IFTHEREADERCANNOTFULLYUNDERSTANDIT，POLITENESSMAYNOTPLAYITSPARTINLEECHSVIEW3,THECOOPERATIVEPRINCIPLEPUTFORWARDBYGRICECANNOTINTERPRETWHYPEOPLECHOOSEINDIRECTWAYINDISCOURSEANDWHYTHEYDELIBERATELYBREECHTHEPRINCIPLESLEECH
38、ALSOATTACHESMUCHIMPORTANCETOTHEUSAGEOFPOLITENESSINCOMMUNICATIONHESAYSTHATRHETORICISAFUNCTIONOFLANGUAGE,WHICHREFERSTOTHEEFFECTIVEUSEOFLANGUAGEINCOMMUNICATIONTHEREARETWOKINDSOFRHETORICINTERPERSONALRHETORICANDTEXTUALRHETORICPOLITENESSPRINCIPLEISACOMPONENTOFINTERPERSONALRHETORICPOLITENESSPRINCIPLEEXPLAI
39、NSTHEREASONWHYPEOPLEOFTENADOPTINDIRECTWAYBROWNANDLEVINSONALSOPROPOSEDTHATPEOPLEAREAPTTOBEPOLITEINCOMMUNICATIONFORFACESAVING,ANDINSISTTHATTHEPOLITENESSSTRATEGIESTHEYPUTFORWARDBEUNIVERSALACROSSCULTURES33ANALYSISOFPOLITENESSPRINCIPLELEECHANALYSESPOLITENESSBYTHEUSEOFMAXIMSEACHMAXIMHASTWOSIDESOFAPROBLEMO
40、NEISOTHERCENTEREDANDTHEOTHERISSELFCENTEREDTHESIXMAXIMSAREOFTENUSEDININTERPERSONALCOMMUNICATIONWITHINTHESESIXMAXIMS,TACTMAXIMISTHEMOSTBASICMAXIMITISUSEDMOSTWIDELYONTHEOTHERHAND,OTHERFIVEMAXIMSAREALSOVERYIMPORTANTTHEAPPROBATIONMAXIMMINIMIZINGDISPRAISEOFOTHER,MAXIMIZINGPRAISEOFOTHERINFLUENCESTHEWAYWEST
41、RUCTUREREPRESENTATIVESBROADSPEAKING,THEAPPLICATIONOFPOLITENESSPRINCIPLECANBEUNDERSTOODASREFLECTOFTACTMAXIMINENGLISHBUSINESSCOMMUNICATIONLEECHOBSERVEDTHATTHEHIGHERTHECOSTFORTHERECEIVERINADIRECTIVE,ORTHEGREATERTHEPOTENTIALFORDISPRAISINGTHERECEIVERINAREPRESENTATIVE,THEMORELIKELYITISFORTHEWRITERTOBEINDI
42、RECTHOWEVER,THESOCIALDISTANCEBETWEENTHEWRITERANDTHERECEIVERCANALSOINFLUENCETHEDEGREEOFDIRECTNESSUSEDPOLITENESSISATERMWEUSETODESCRIBETHERELATIONSHIPBETWEENHOWSOMETHINGISSAIDANDTHEADDRESSEESJUDGMENTONHOWSOMETHINGSHOULDBESAIDINCROSSCULTURALCOMMUNICATION,THECONVERSATIONBETWEENANATIVESPEAKERANDANONNATIVE
43、SPEAKERSOMETIMESMAYBREAKDOWNBECAUSEOFDIFFERENTPERCEPTIONABOUTPOLITENESSEVERYCOMMUNITYHASITSOWNPOLITENESSLANGUAGE,WHICHISNOTATRANDOMITISCONSTRAINEDBYTHEPRINCIPLEOFPOLITENESSOFTHECOMMUNITYHOWEVER,POLITENESSPRINCIPLEOFCULTURESMAYDIFFERBECAUSETHEPRAGMATICNORMSOFCULTURESAREDIFFERENTASTHEECONOMYDEVELOPSAN
44、DTHEEXCHANGESBETWEENNATIONSINCREASE,PEOPLEFROMDIFFERENTCULTURESCANCOMMUNICATEEASILYTHEINAPPROPRIATEUSEOFSUCHEXPRESSIONSWITHOUTCONSIDERINGTHESOCIALCONTEXTISNOTREGARDEDTOBEPOLITETHEPOLITENESSPRINCIPLEOFACULTUREISNOTABSOLUTEITISOBSERVEDTOACERTAINDEGREETHEACTUALPOLITENESSREALIZATIONISCONSTRAINEDBYTHESPE
45、ECHACTIVITYTYPEWEHAVESAIDTHATWESTERNERSVALUEQUALITYMAXIMTOAHIGHERLEVELTHANMODESTYMAXIM,BUTITDOESNOTMEANTHATWESTERNERSARECONCEITEDINSOMEACTIVITIESTHEYALSOVALUEMODESTYMAXIM11SOCIALDISTANCECANBESEENASANOTHERCOMPOSITEOFPSYCHOLOGICALFACTORSWHICHTOGETHERDETERMINETHEOVERALLRESPECTFULNESSWITHINACONTEXTINOTH
46、ERWORDS,IFYOUFEELCLOSETOAPERSON,BECAUSETHEPERSONISRELATEDTOYOUORYOUKNOWHIM/HERWELLORYOUTWOARESIMILARINTERMSOFAGE,SOCIALCLASS,OCCUPATION,SEX,ETCTHENYOUFEELLESSNEEDEDTOEMPLOYPOLITENESSSTRATEGYINMAKINGAREQUESTTHANYOUWOULDIFYOUWEREMAKINGTHESAMEREQUESTTOACOMPLETESTRANGERTHEAPPROPRIATENESSOFLANGUAGEPARTLY
47、MEANSTHEAPPROPRIATENESSOFTHEPOLITENESSPRINCIPLETHEAPPLICATIONOFTHEPOLITENESSPRINCIPLESHOULDBEINLINEWITHTHECIRCUMSTANCESTODEFINETHEPOLITELEVELANDWAYTOEXPRESSACCORDINGTOVARIOUSRELATIONSHIPANDOCCASION321TACTMAXIMTACTMAXIMMEANSTOMINIMIZECOSTTOOTHERANDMAXIMIZEBENEFITTOOTHERITALSOMEANSWHATMETHODSTHEWRITER
48、USESTOREACHHISGOALDURINGWRITINGCOMMUNICATIONLEECHTHINKSTHATTHISMAXIMISFIRSTIMPORTANT,ANDISAUNIVERSALMAXIMTOLEADPEOPLETOMAKEASUCCESSFULCONVERSATIONTACTMAXIMISOFTENWIDELYUSEDINBUSINESSENGLISHCORRESPONDENCEITSVERYIMPORTANTTOKNOWHOWTOBEPROFICIENTINTACTMAXIMWELLDURINGBUSINESSACTIVITYANDCOMMUNICATIONTOMAK
49、ETHELANGUAGEPOLITE,WEMUSTTAKESOCIALFACTORSINTOCONSIDERATIONSOMETIMES,ITISPOLITEINTHISCIRCUMSTANCE,BUTITMAYBENOTINANOTHERCIRCUMSTANCEASHOULDYOUDESIRE,WEWOULDBEPLEASEDTOSENDYOUCATALOGSTOGETHERWITHEXPORTPRICESANDESTIMATEDSHIPPINGCOSTSFORTHESEITEMSBWESHOULDBEOBLIGEDIFYOUWOULDLETUSHAVESOMENAMESANDADDRESSESOFLIKELYIMPORTERSOFGOODSTANDINGFROMYOURCUSTOMERS,TOGETHERWITHBRIEFCREDITREPORTSONTHEMFINALLY,ACCORDINGTOTHEABOVEMENTIONED,TACTMAXIMACTUALLYCANBESUMMARIZEDASMINIMIZETHECOSTTOOTHERMAXIMIZETHEBENEFITTOOTHERUSINGLANGUAGETACTFULLYMEANSTOUSEITPOLITELYBUSINESSLETTERSSHOULD,DEPENDONCIRCUMST
