1、I（20_届）本科毕业设计英语礼貌原则在英语商务信函中的运用POLITENESSPRINCIPLESFUNCTIONINGINENGLISHBUSINESSLETTERS内容摘要II随着世界经济合作与交流的不断增多,英语商务信函成了一种便宜而有效的沟通媒介。人们不可能跟自己的贸易伙伴一一亲自会面协商，同时又需要将贸易伙伴做出的各种承诺变成有据可查的文字记录。我们给贸易伙伴的每一封信都代表着自己所在公司的形象，显示着公司的水平和实力。一封礼貌有加、措辞得体的商务信函可以帮助一个公司建构起良好的商业形象，进而做成一笔笔好生意；反之,一封礼貌欠佳、用语不当的信函则会给一个公司带来负面的评价，使之弄砸
2、了生意不说，还有可能毁了公司苦心经营的形象。可见，礼貌在商务信函中的作用不容忽视。本文通过大量实例的比较分析，论述英语商务信函中礼貌原则的具体功能及运用，以及坚持在英语商务信函中运用礼貌原则的必要性。关键词英语商务信函；礼貌；礼貌原则IABSTRACTENGLISHBUSINESSLETTERSHAVEBECOMEONEOFTHECHEAPANDEFFECTIVEMEDIAOFCOMMUNICATIONSWITHTHEINCREASINGWORLDWIDEECONOMICCOOPERATIONANDEXCHANGESITISIMPOSSIBLETHATPEOPLEMEETALLTHEIRTRA
3、DINGPARTNERSFACETOFACE,ANDWEOFTENNEEDTOMAKEALLKINDSOFTRADEPARTNERSCOMMITMENTSINTOWRITTENRECORDSWHICHCANBECHECKEDEACHLETTERTHATWEWRITETOOURTRADINGPARTNERSREPRESENTSACOMPANYSIMAGEANDSHOWSITSSTRENGTHACOURTESYANDDESCENTBUSINESSLETTERCANHELPTOBUILDAFAVORABLEBUSINESSIMAGEFORTHECOMPANYANDDOBUSINESSBETTERHO
4、WEVER,ALETTERWITHOUTCOURTESYCANNOTONLYLEADTOTHEFAILUREOFTHEBUSINESS,BUTALSODESTROYTHEIMAGEWHICHTHECOMPANYHASBUILTUPFORYEARSTHEREFORE,THECOURTESYOFBUSINESSLETTERSISVERYIMPORTANTTHROUGHSYSTEMATICANALYSISANDCOMPARISONOFENGLISHBUSINESSCORRESPONDENCES,THISPAPERSTATESTHEFUNCTIONSOFPOLITENESSPRINCIPLESINEN
5、GLISHBUSINESSLETTERS，ANDITALSOPRESENTSTHEPRINCIPLESOFPOLITENESSINENGLISHBUSINESSLETTERSSHOULDBEADHEREDTOKEYWORDSENGLISHBUSINESSLETTERSPRINCIPLESPOLITENESSIICONTENTSABSTRACT1INTRODUCTION12BUSINESSLETTER221DEFINITIONANDFUNCTIONOFBUSINESSLETTER222CHARACTERISTICSOFBUSINESSLETTER33POLITENESSPRINCIPLESAND
6、ITSAPPLICATIONINENGLISHLETTERS431ABRIEFINTRODUCTIONTOPOLITENESSPRINCIPLE432HOWPOLITENESSPRINCIPLEFUNCTIONSINENGLISHBUSINESSLETTERS5321THETACTMAXIM5322THEGENEROSITYMAXIM6323THEAPPROBATIONMAXIM6324THEMODESTYMAXIM7325THEAGREEMENTMAXIM7326THESYMPATHYMAXIM833SKILLSOFAPPLYINGPOLITENESSPRINCIPLESINBUSINESS
7、LETTERS9331TACTFULTONERATHERTHANFORCEDONE9332PROPERUSEOFPASSIVETENSE9333PROPERUSEOFQUESTIONS10334CONVERSIONFROMNEGATIVETOPOSITIVETONE10335USEOFNEUTERPHRASEANDAVOIDINGSEXDISCRIMINATIONVOCABULARY114CONCLUSION12BIBLIOGRAPHY13ACKNOWLEDGEMENTS1411INTRODUCTIONENGLISHBUSINESSLETTERISONEOFTHEMAINTOOLSFORUST
8、OEXCHANGEINFORMATIONDURINGTHEBUSINESSAFFAIRSWEHAVEDEPENDEDONWORDSTOCOMMUNICATESINCETHEYHADBEENCREATED,FORTHEIRSPECIALCHARACTERISTICSOFPASSINGONINFORMATIONACROSSTIMEANDSPACETHEDAILYLETTERWEUSEISTHEWORDSSYSTEMATICALLYORGANIZEDTOEXPRESSOURIDEASANDTHOUGHTSSINCEENGLISHISANINTERNATIONALLANGUAGEOFGLOBALVIL
9、LAGE,HOWTOWRITEENGLISHBUSINESSLETTERSWITHADEQUATEPOLITENESSPRINCIPLESISANINDISPENSABLESKILLFORDAILYBUSINESSWORKFURTHERMORE,THEINABILITYTOWRITEANEFFECTIVEBUSINESSLETTERWILLDOOMTHOSEWHOWANTTOREPRESENTTHEMSELVESPOSITIVELYTOTHEIRCUSTOMERS,COMPETITORSANDEMPLOYERSTHISSTUDYFOCUSOFTHISPAPERISTOMAKEANEMPIRIC
10、ALSTUDYOFPOLITENESSPRINCIPLEUSEDINTHEWRITTENBUSINESSCOMMUNICATIONHEREWECHOOSEENGLISHBUSINESSLETTERASTHELANGUAGECARRIERBECAUSEOFITSINDISPENSABLEPOSITIONININTERNATIONALBUSINESSAFFAIRSANDITSBASICREQUIREMENTOFUSINGPOLITENESSPRINCIPLESHOULDALSOBETHEREASONPOLITENESSPRINCIPLE,ASAKEYFACTOROFEXECUTINGCOMMUNI
11、CATIONPURPOSES,BELONGSTOONESTUDYFIELDOFPRAGMATICSITHASACOMPLETESETOFPOLITENESSSTRATEGIESFORTHECHOICEOFDIFFERENTSITUATIONSRELATEDTODIFFERENTBUSINESSLETTERSSOMEPREVIOUSRESEARCHERSHAVESTUDIEDONPOLITENESSPRINCIPLEINBUSINESSLETTERWRITINGPOLITENESSTHEORYHASENJOYEDAPRIVILEGEDPOSITIONONTHEFOREFRONTOFPRAGMAT
12、ICATTENTIONINTHEPASTDECADEANDALTHOUGHSCRUTINIZEDANDCRITICIZEDFROMMANYQUARTERS,ITREMAINSVERYMUCHALIVEASWITNESSEDAMONGOTHERSBYARECENTBIBLIOGRAPHYBYDUFON1994POLITENESSTHEORYANDRELATEDAREAS,SUCHASDISCOURSEANDCONVERSATIONANALYSISANDSTUDIESOFINTERETHNICCOMMUNICATION,HAVEPRIMARILYDRAWNONOBSERVATIONSFROMEMP
13、IRICALSTUDIESOFSPOKENLANGUAGEANDHAVEMOSTLYFOCUSEDONFACETOFACEINTERACTIONINNONPROFESSIONALSETTINGS,ANDWHEREPOLITENESSHASBEENSTUDIEDINPROFESSIONALSETTINGSTHEFOCUSHASMAINLYBEENONORALINTERACTIONONTHEBASISOFTHEPRIMESTUDIES,THEAUTHORFOUNDTHATTHEREISAREQUIREMENTTOMAKEARESEARCHONTHERELATIONSHIPBETWEENPOLITE
14、NESSTHEORYANDPROFESSIONALSETTINGSONWRITTENDISCOURSEBUSINESSLETTER,ACTINGASAFORMALCOMMUNICATIVEMEANS,NEEDSHIGHSTANDARDOFPOLITENESSSOASTOREALIZEITSAIMTHROUGHSYSTEMATICANALYSISANDCOMPARISONOFENGLISHBUSINESSCORRESPONDENCES,THISDISSERTATIONTRIESTOSEARCHHOWPOLITENESSPRINCIPLEHASBEENWIDELYUSEDINENGLISHBUSI
15、NESSLETTERSANDTHATTHEPRINCIPLESOFPOLITENESSINENGLISHBUSINESSLETTERSSHOULDBEINSISTEDITALSOPRESENTSSEVERALASPECTSOFPOLITENESSINENGLISHBUSINESSLETTERS22BUSINESSLETTERENGLISHBUSINESSLETTERSARECHOSENTOBETHELANGUAGECARRIEROFTHISEMPIRICALSTUDYTHEAUTHORSUMMARILYINTRODUCESTHEDEFINITION,FUNCTIONANDCHARACTERIS
16、TICSOFBUSINESSLETTERTHEREFORE,ONECANHAVEACLEARSTUDYOFPOLITENESSPRINCIPLEONSUCHBASES21DEFINITIONANDFUNCTIONOFBUSINESSLETTERENGLISHBUSINESSCORRESPONDENCEISONEOFTHEMOSTCOMMONBUSINESSCONTACTMEDIAITDEPENDSONCOMPUTERSORTYPEWRITERSTOCOMPLETETHEINTERPERSONALINTERACTIONINFACT,THEBUSINESSLETTERISAKINDOF“SELLI
17、NG”LETTERTHEWRITERISALWAYSPUSHINGSALES,OFWHICHMAYBEAPRODUCT,SOMESERVICE,APATENT,ANIDEA,OREVENONESELFORTHECOMPANYSIMAGEANDSOONEVERYBUSINESSLETTERCOMMUNICATESINTWODISTINCTWAYSTHEREADERGETSMEANINGOUTOFWHATISSAIDANDHOWITISSAIDINALETTERTHISKINDOFCOMMUNICATIONISNOTATALLPECULIARONLYTOBUSINESSLETTERSINANYFA
18、CETOFACECONVERSATION,FOREXAMPLE,APERSONSMANNEROFSPEAKING,THESMILEORFROWNONHISFACE,THETONEOFTHEVOICEANDETC,ALLTELLSOMETHINGBEYONDWHATTHEWORDSSAYTHIS“IMPLIED”MESSAGECOULDEITHERREINFORCEORCONTRADICTTHEWORDSITISTHESAMECASEWITHBUSINESSLETTERSTHECOMBINATIONOFACENTRALMESSAGEANDANIMPLIEDMESSAGEISTHETOTALMES
19、SAGEAREADERGETSFROMREADINGTHATLETTERWHATIMPORTANCEDOESTHISCONCEPTOFADOUBLEMESSAGEHASUPONOURWRITINGOFBUSINESSLETTERSCONSIDEREDINITSMOSTFUNDAMENTALTERMS,ABUSINESSLETTERMAYBEDEFINEDASALETTERTHATATTEMPTSTOINFLUENCEITSRECIPIENTTOTAKESOMEACTIONORATTITUDEDESIREDBYTHESENDERCAO,2003THEREFORE,WEMUSTMAKESURETH
20、ATBOTHTHECLARITYOFTHEMESSAGEWHATTHELETTERSAYSANDITSCHARACTERHOWTHELETTERSAYSITHELPTOEVOKETHATREACTIONINOTHERWORDS,WENEEDTOMAKESURETHEIMPLIEDMESSAGEWORKSFORRATHERTHANAGAINSTOURPURPOSESBROADLYSPEAKING,THEFUNCTIONSOFABUSINESSLETTERCANBESUMMARIZEDAS“1TOASKFORORTOCONVEYINFORMATION2TOMAKEORTOACCEPTANOFFER
21、3TODEALWITHMATTERSCONCERNINGNEGOTIATIONOFBUSINESSINADDITION,THEREARELETTERSWITHNOOTHERPURPOSETHANTOREMINDTHERECIPIENTOFTHESENDERSEXISTENCE”GAN,20031QIN2001CONCLUDEDTHEFUNCTIONSOFBUSINESSLETTERAS1TOSETUPBUSINESSRELATIONSHIP2TOOFFERORACCEPTASERVICE3BUSINESSNEGOTIATION4TOCOMPLAINORDEALWITHCOMPLAINT5TOP
22、ROMOTEBUSINESSFROMABOVEWECANSEETHATBUSINESSLETTERHASACLOSERELATIONSHIPWITHTHEBENEFITOFBOTHTHEWRITERANDTHEREADER322CHARACTERISTICSOFBUSINESSLETTERLETTERWRITINGDOESNOTDIFFERFROMANYOTHERFORMOFCREATIVEWRITINGSGOODCOMMANDOFENGLISHISONEOFTHEIMPORTANTBASESOFGOODBUSINESSLETTERSWHATYOUWRITESHOULDBEFREEFROMGR
23、AMMATICALBLEMISHES,ANDALSOFREEFROMTHESLIGHTESTPOSSIBILITIESOFBEINGMISUNDERSTOODGAN2003SUMMEDUPCERTAINESSENTIALQUALITIESOFBUSINESSLETTERTHEYARECLEARNESS,CONCISENESSANDCOURTESYYAN1998ALSOSUMMARIZEDTHECHARACTERISTICSOFSUCCESSFULBUSINESSLETTERSASCOMPLETENESS,CONCISENESS,CLARITYANDCOURTESY1CLARITYASBUSIN
24、ESSLETTERSINVOLVEBUYERSANDSELLERSRIGHTS,OBLIGATIONSANDINTERESTS,ALSO,THEYARETHEBASISOFALLSORTSOFTRADEBUSINESSANDBINDINGTOBOTHOFTHEMONLAW,THEYMUSTBECORRECT2CONCISENESSEXPRESSIONSSHOULDBESUCCINCTANDREPETITIONOFUNNECESSARYDETAILSANDWORTHLESSINFORMATIONSHOULDBEAVOIDED3COMPLETENESSBUSINESSLETTERSACTUALLY
25、HAVEALREADYBEENACONTRACTONCEITISSENTOUTANDISRECEIVEDBYTHEOTHERONE,BOTHOFTHEMUNDERTAKELEGALRESPONSIBILITYUNNECESSARYDISPUTESWOULDBECAUSEDIFITISNOTCOMPLETED4CLEARNESSBLURRINGANDABSTRACTIONARENOTALLOWEDESPECIALLYWHENONEISREQUIREDTOMAKEDEFINITERESPONSE5COURTESYITSHOULDHARDLYBENECESSARYTOSTRESSTHEIMPORTA
26、NCEOFCOURTESYINBUSINESSLETTERSWHATWESHOULDALWAYSKEEPINMINDISTHEPERSONWHOMWEAREWRITINGTOWESHOULDSEETHINGSFROMHISPOINTOFVIEW,VISUALIZEHIMINHISUNDERSTANDINGS,SEEHISPROBLEMSANDDIFFICULTIESANDEXPRESSOURIDEASINTERMSOFHISEXPERIENCE,DONOTUSETHETONEOFCOMMANDORBEINGRUDEITSBETTERTOCONSIDERCUSTOMERSDEMANDS,DESI
27、RESANDFEELINGSANDPAYMOREATTENTIONTOTHEMBEMOREPOLITEPERHAPSWEWILLFINDITSOCOMPLICATEDTODEALWITHOURREADERSTHATISWHYWENEEDPOLITENESSPRINCIPLETOGUIDEUSTOMANAGEDIFFERENTPOLITENESSSTRATEGIESANDADOPTPOLITENESSSTRATEGIESANDOFCOURSECOURTESY,WHICHISTHETYPICALCHARACTERISTICSOFBUSINESSLETTER,WILLBETHESTUDYFOCUSO
28、FTHISDISSERTATION3POLITENESSPRINCIPLESANDTHEFUNCTIONINGINENGLISHBUSINESSLETTERS31ABRIEFINTRODUCTIONTOPOLITENESSPRINCIPLESONEHASTOKNOWWHATBEING“POLITE”MEANSONEOFTHEDICTIONARYDEFINITIONSOF“POLITE”IS4“HAVINGORSHOWINGGOODMANNERS,SENSITIVITYTOOTHERPEOPLESFEELINGS,AND/ORCORRECTSOCIALBEHAVIOR”ACCORDINGTOLE
29、ECH1983,POLITENESSISANABSTRACTQUALITY,RESIDINGININDIVIDUALEXPRESSIONS,LEXICALITEMSORMORPHEMES,WITHOUTREGARDFORTHEPARTICULARCIRCUMSTANCESTHATGOVERNTHEIRUSEPOLITENESSISAKINDOFRATIONALBEHAVIORSTHATAMODALPERSONASSUMESSOASTOSATISFYHISFACENEEDSQUOTEDFROMBROWNLEVINSON,1978INEVERYDAYSITUATIONSWEHAVETOCOMMUN
30、ICATEWITHOTHERPEOPLETOGETINFORMATION,TOGAINKNOWLEDGEABOUTATOPICORTOREACHAVARIETYOFGOALSTOBESUCCESSFUL,ONEHASTOFOLLOWSOMEIMPORTANTSTRATEGIESBESIDETHERULEOFTHELANGUAGEPHILOSOPHERHPGRICE,WHICHISCALLEDTHECOOPERATIVEPRINCIPLE,THEREEXISTSANOTHERCONCEPTTHATSERVEDWHENPEOPLEARETALKINGITISCALLEDTHEPOLITENESSP
31、RINCIPLE，WHICHHASABOVEALLBEENDEVELOPEDBYLEECHINTHECENTEROFTHISCONCEPTDOESNOTSTANDTHEINFORMATIONOFACONVERSATION,BUTTHEEFFECTOFWHATISSAIDONTHEPEOPLESOPOLITENESSTHEORYHASENJOYEDAPIONEERPOSITIONONTHEFOREFRONTOFPRAGMATICATTENTIONITMUSTBEAPPLIEDINORALANDWRITTENLINGUISTICASPECTSSOASTOREACHASUCCESSFULCOMMUN
32、ICATIONTHECONTENTOFPOLITENESSPRINCIPLESINCLUDESTACTMAXIM,GENEROSITYMAXIM,APPROBATIONMAXIM,MODESTYMAXIM,AGREEMENTMAXIMANDSYMPATHYMAXIMGRICE,1975AVERYGENERALFORMULATIONOFLEECHSPOLITENESSPRINCIPLEANDITSMAXIMSISASFOLLOWSMINIMIZEOTHERTHINGSBEINGEQUALTHEEXPRESSIONOFIMPOLITEBELIEFSMAXIMIZEOTHERTHINGSBEINGE
33、QUALTHEEXPRESSIONOFPOLITEBELIEFSNOTETHATPOLITENESSISESSENTIALLYASYMMETRICALWHATISPOLITEWITHRESPECTTOOTHERSWILLBEIMPOLITEWITHRESPECTTOOURSELVES,ANDVICEVERSANOTEALSOTHATSPEAKERSMAYADHERETOMORETHANONEMAXIMOFPOLITENESSATTHESAMETIMEOFTENONEMAXIMISONTHEFOREFRONTOFTHEUTTERANCE,WITHASECONDMAXIMBEINGINVOKEDB
34、YIMPLICATIONFORINSTANCE,YOUARETHEEXPERTWHENUSEDTOVOICEAREQUESTFORACTIONINVOKESFIRSTOFALLTHEAPPROBATIONMAXIM,BUTTHEMAXIMOFMODESTYISSIMULTANEOUSLYATTENDEDTOBYIMPLICATIONASTHESPEAKERIMPLICITLYDENIESHIS/HERABILITYTOCARRYOUTTHETASKATHAND32HOWPOLITENESSPRINCIPLEFUNCTIONSINENGLISHBUSINESSLETTERSPOLITENESSP
35、RINCIPLECANSAVEUSALOTOFTROUBLESINORDERTOBEPOLITEINOURCOMMUNICATIONANDMAKEWHATWEEXPRESSACCEPTABLEWITHOUTHURTINGOTHERSFEELINGS,WESHOULDABIDEBYTHEMAXIMSOFTHEPOLITENESSPRINCIPLESWITHSYSTEMATICSTRATEGIESASFOLLOWSTACTMAXIMISTHEOTHERCENTEREDMAXIMBYWHICHWEMINIMIZECOSTTOOTHERSANDMAXIMIZEBENEFITTOOTHERSWHILEG
36、ENEROSITYMAXIMISSELFCENTEREDRULEBYWHICHWE5MINIMIZEBENEFITTOOURSELVESANDMAXIMIZECOSTTOOURSELVESWECANAPPLYAPPROBATIONMAXIMTOMINIMIZEDISPRAISETOOTHERSANDMAXIMIZEPRAISETOOTHERSMODESTYMAXIMSHOWSHOWSELFDISPRAISESAREVIEWEDASQUITEBENIGNAGREEMENTMAXIMISTHEMAXIMUSEDINASSERTIVETHATWEMINIMIZEDISAGREEMENTBETWEEN
37、SELFANDOTHERS,MAXIMIZEAGREEMENTBETWEENSELFANDOTHERSMAXIMOFSYMPATHYISALSOTHEIMPORTANTRULEWESHOULDABIDEBYWHENWEWANTTOEXPRESSOURCONDOLENCESINACOURTEOUSWAYEVENTHOUGHSUCHCONDOLENCESEXPRESSBELIEFS,WHICHARENEGATIVEWITHREGARDTOTHEHEARERBUTNOTALLOFTHEMAXIMSAREEQUALLYIMPORTANTFORINSTANCE,“TACT”INVOLVESAMOREPO
38、WERFULCONSTRAINTONCONVERSATIONALBEHAVIORTHANDOES“GENEROSITY”,AND“APPROBATION”ISMOREIMPORTANTTHAN“MODESTY”,ATLEAST,IFWEACCEPTTHEGENERALASSUMPTIONTHATPOLITENESSISMOREOTHERORIENTEDTHANSELFORIENTED321THETACTMAXIMTACTMAXIMISTHEOTHERCENTEREDMAXIMBYWHICHWEMINIMIZECOSTTOOTHERSANDMAXIMIZEBENEFITTOOTHERSINENG
39、LISHBUSINESSLETTERS,ITSUSEDINCOMMANDANDPROMISE,INORDERTOLEAVETHEBIGGESTBENEFITTOTHEOTHERS,TOPROVIDEMORECHOICESFORTHEM,ANDTOALARGEEXTENT,TOREDUCETHEOTHERSBURDENFOREXAMPLE,AYOUSHOULDMAKENECESSARYAMENDMENTTOTHERELATIVELCASSOONASPOSSIBLEBPEASEMAKENECESSARYAMENDMENTTOTHERELATIVELCASSOONASPOSSIBLECWOULDIT
40、BEPOSSIBLEFORYOUTOMAKENECESSARYAMENDMENTTOTHERELATIVELCASSOONASPOSSIBLEITISEASYTOSEETHATTHETHREESENTENCESABOVEAREGRADUALLYPOLITEINTURNSENTENCE“A”REQUESTSOTHERSATATONEOFCOMMAND,NOTGIVINGOTHERSANYLEEWAYALTHOUGHSENTENCE“B”USES“PLEASE”TOSHOWPOLITENESS,ITSTILLBELONGSTOANIMPERATIVESENTENCE,NOTGETTINGRIDOF
41、THETONEOFCOMMANDSENTENCE“C”ADOPTSINTERROGATIVESENTENCE,INDIRECTLYEXPRESSINGOWNOPINION,WHICHMINIMIZESCOSTTOOTHERSANDMAXIMIZESBENEFITTOOTHERSTHEREFORE,ITSMUCHMOREPOLITETOACHIEVEOWNPURPOSEWITHOUTMAKINGOTHERSBEINDIFFICULTIES322THEGENEROSITYMAXIMGENEROSITYMAXIMISSELFCENTEREDRULEBYWHICHWEMINIMIZEBENEFITTO
42、OURSELVESANDMAXIMIZECOSTTOOURSELVESINENGLISHBUSINESSLETTERS,ITSUSEDINCOMMANDANDPROMISE,INORDERTOLEAVETHEBIGGESTLOSSONONESELFTHEGENEROSITYMAXIMISMOSTLYUSEDINPROMISE6THATSELLERSMAKETOCUSTOMERSFORTHEBESTSERVICEORQUALITYFOREXAMPLE,AWEREGRETTHATYOUMISUNDERSTOODOURORDERBWEREGRETTHATWEDIDNTMAKEITCLEARINOUR
43、ORDERTHESETWOSENTENCESCLEARLYEXPRESSTHESAMEMEANINGINSENTENCE“A”,THESPEAKERDIRECTLYBLAMESTHEOTHERONE,WHICHMAKESPEOPLEHARDLYTOACCEPTUNDERTAKINGTHETOTALRESPONSIBILITYRESULTEDFROMERRORWHILEINSENTENCE“B”,ITCHANGESTHEROLEOFTHESECONDSPEAKERINTOTHEFIRSTSPEAKER,ACTIVELYUNDERTAKINGRESPONSIBILITIES,WHICHSHOWST
44、HESINCERITYANDPOLITENESSPEOPLEFEELEASYANDMORECOMFORTABLETOACCEPTBYDOINGTHAT323THEAPPROBATIONMAXIMWECANAPPLYAPPROBATIONMAXIMTOMINIMIZEDISPRAISETOOTHERSANDMAXIMIZEPRAISETOOTHERSOTHERPERSPECTIVEINENGLISHBUSINESSLETTERS,ITSUSEDINEXPRESSIONSANDSTATEMENTS,INORDERTOMAKEGREATCOMPLIMENTSOFTHEOTHERSFOREXAMPLE
45、,ABANKREQUIRESANAGENCYCOMPANYTODOANEXTRASHOW,THENTHEAGENCYCOMPANYWRITESBEGINWITHWHATASFOLLOWSTHANKYOUFORYOUREFFORTINSUBMITTINGAPROPOSALFOROURIMAGEBUILDINGPROMOTIONALCAMPAIGNYOURPROPOSALCERTAINLYISONEOFTHEBESTTHATWERECEIVEDATTHEBEGINNING,THEBANKPRAISESITSAGENCYCOMPANYSBUSINESSPROPOSALANDEXTENDSITSSIN
46、CERETHANKSTOTHEIRHARDWORK,MAKINGTHEMNOTFEELDISAPPOINTEDEVENIFTHEYARENOTSELECTEDOUTTHEREFORE,ITSBENEFICIALFORBOTHONLONGTERMCOOPERATIONINTHEFUTUREBYLEAVINGAGOODIMPRESSIONONTHEBUSINESSPARTNERINTHESENTENCE“YOURPROPOSALCERTAINLYISONEOFTHEBESTTHATWERECEIVED”,“CERTAINLY”EMPHASIZESTHEPRAISE,“BEST”HIGHLIGHTS
47、THEPROPOSALSQUALITY,AND“ONEOF”GIVESONESELFSOMEFREESPACETOTAKEINTOACCOUNT,AVOIDINGTOOHYPOCRITICALWHILEREADING324THEMODESTYMAXIMMODESTYMAXIMSHOWSHOWSELFDISPRAISESAREVIEWEDASQUITEBENIGNINOTHERWORDS,ITMEANSTOMINIMIZEPRAISEOFSELFANDMAXIMIZEDISPRAISEOFSELFSELFPERSPECTIVEINENGLISHBUSINESSLETTERS,ITSUSEDINE
48、XPRESSIONSANDSTATEMENTS,INORDERTOREDUCEOWNCOMPLIMENTSANDTOSPEAKHIGHLYOFOTHERSASPOSSIBLEFOREXAMPLE,BUSINESSMENONCEAPOLOGIZETOCUSTOMERSASFOLLOWSONJULY14,WERETUNEDTWOOFTHETOOTHPASTEWITHOUTYOURAUTHORIZATIONWEUNINTENTIONALLYNEGLECTEDTHATSTEPDESPITEHAVINGPREVIOUSEXPERIENCEWITHRETURNINGPRODUCTTOYOU7WESINCE
49、RELYAPOLOGIZEFORTHISERRORANDAPPRECIATEYOURWILLINGNESSTOENDTHERULESFORUSSINCEAUGUST1，WEHAVEINSTITUTEDAPREPRINTEDCHECKLISTFOROURWAREHOUSECLERKSTOUSEWHENRETURNINGMERCHANDISEONYOURFORMTHEWORDS“CALLFORAUTHORIZATION”AREPRINTEDINREDINTHISAPOLOGYLETTER,THEBUSINESSMENHUMBLYADMITTHEIRMISTAKESINTHECOURSEOFSERVICES,THENPROPOSEAFEWSTRATEGIESTOREMEDYTHEIRBEHAVIOR,TRYINGTHEIRBESTTOCOMFORTCUSTOMERSDISSATISFACTION325THEAGREEMENTMAXIMAGREEMENTMAXIMISTHEMAXIMUSEDINASSERTIVETHATWEMINIMIZEDISAGREEMENTBETWEENSELFANDOTHERS,MAXIMIZEAGREEMENTBETWEENSELFANDOTHERSINENGLISHBUSINESSLETTER
