英语商务信函中的礼貌原则 毕业设计(4)

太原科技大学外语系2007毕业论文 陆柏成

loss and make the addressee forgive the writer, writer can apologize for the mistake or offense and promise to reasonability for it. Usually, a business letter which uses this kind of apologizing is the letter on complaining. For example,

We are sorry for the trouble caused you by the error and wish to assure you that care will be taken in the execution of your further orders.

In the example, in order to maintain the business and the relationship with the addressee, the writer apologizes for “the trouble caused you by the error” directly, and then saves the writer?s face by using “wish to assure you that care will be taken in the execution of your further orders”. Applying the direct apology helps the writer change the negative situation into positive situation.

Indirect apologizing means to show that the writer apologizes for the mistake. But the purpose of this kind of the apologizing is that help the writer try to cut down its responsibility for a mistake or an offense, or give reasons to prove that it is not on purpose. The difference from the direct apologizing is that not only does this help the writer save the addressee?s face, but also it helps the writer maintain itself face simultaneously. For example,

We regret to advise that we are unable to make an offer for the time being owing to heavy demands. A cable to this effect has been sent today to you. However, we shall not fail to inform you whenever a fresh supply becomes available. (Gan Changyin,1999:3)

(The analysis of this sentence seen Example 11 in part Ⅳ )

No matter in which way, it is to go against commercial regulation due to certain linguistic behavior. No matter who it is actual or potential, this is a way to be chosen when addressee?s right is threatened.

Ⅳ How to Apply Politeness Strategies in Business Letters

Human being has its own sensibility. It needs to show the sensibility in business letters writing. However, a wrong concept strongly stays in many people?s mind. They think that

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太原科技大学外语系2007毕业论文 陆柏成

people should use a kind of special “business chamber” while writing business letters. But it makes the wonderful letter full of keenness and friendship become a dull one. Actually, communicating by letters means communication between the writer and addressee, the difference is that it?s not face to face, but by letters. So it?s supposed to use simpler and easier understanding sentences so that addressees can catch the writers. And this helps the both sides be along with each other easily, just like talking with each other face to face.

Example 1:

A. Your letter has been received. B. I have received your letter. C. Your complaint is being looked into. D. We are looking into your complaint.

In the four sentences above, the sentence A and the sentence C are kinder than the others. Because sentence A shows that the writer shows RESPECT to the addressee, especially the word “Your letter”. This “You-attitude” unassertively, is embodied on attitude. So does sentence C.

Example 2: Dear Sir,

We have received your letter of 15th July, informing us that the sewing machines we shipped to you arrived damaged on account of imperfectness of our packing.

Upon receipt of your letter, we have given this matter our immediate attention. We have studied your surveyor’s report very carefully.

We are convinced that the present damage was due to extraordinary circumstances under which they were transported to you. We are therefore not responsible for the damage; but as we do not think that it would be fair to have you bear the loss alone, we suggest that the loss be divided between both of us, to which we hope you will agree.

Sincerely yours, Mortimer Adler

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太原科技大学外语系2007毕业论文 陆柏成

(Zheng Ling, 2001)

This is a letter (example 2) in reply to how to deal with the damage of cargo. Goods damaged means the addressee would suffer from loss. So the writer should deal with it carefully. In order to indicate that the writer takes the damage into consideration, the writer refers to the addressee?s viewpoint and agrees to it at the beginning of the letter. Then the writer expresses that the writer pays attention on it rapidly and takes action on researching in time. This action helps the both parties avoid face threatening acts. At last, the writer stated that it was the writer?s fault according to the research. And the writer indicated that the writer was willing to stay with the addressee to share the loss. “but as we do not think that it would be fair to have you bear the loss alone , we suggest that the loss be divided between both of us , to which we hope you will agree.” The writer made the friendship between both of sides better by using SYMPATHY. The behavior that the writer expressed the sympathy and was willing to share the loss with the addressee helped the both of sides avoid face threatening acts and made the addressee think that the writer was the one worth for co-operation.

Example 3: Dear Sirs,

Thank you for letting us know about your concern that our quotation for the 1 000 Folded Chairs you enquired about last week is higher than the average market level.

As we understand your letter you feel you could have gotten essentially the same quality chairs as you purchased from us last year for about the same price as our last year’s. As a result, you would like either to ask for the same price as last year’s or receive a 5 % discount. With the present market trend, we have to say that our price is really the best we can quote, notwithstanding we would do everything possible to make you satisfied with your purchase. I hope this ex …… 此处隐藏：7710字，全部文档内容请下载后查看。喜欢就下载吧 ……