商务英语写作的礼貌原则

第一篇：商务英语写作的礼貌原则

Politeness Principle of English Business Writing

Abstract: Courtesy Principle and its six rules are introduced.The Leech’s principle is recommended and the application of courtesy principle is analyzed in order to improve skill in business English with the result of successful completion of business deal.Key words: Leech’s Principle;politeness Principle;Business English writing

引言

商务英语写作是以英语为媒介，以促进商务活动顺序进行为目的的信件，其涵盖的内容涉及到商务有关的诸多领域。在经济一体化的今天，中国与世界各国间的贸易往来日益频繁，商务英语在中外贸易中发挥了重要的作用，其中商务英语信函成为中外企业沟通的主要工具。礼貌是商务信函的主要语言特点，在礼貌原则指导下的信函能够给企业留下良好的形象，进而促进商务活动的顺利展开。

一．Leech’s Principle

礼貌原则是对人们交际现实的假设或解释，Leech认为，人们在语言交际中，都不自觉或自觉地遵守着语言的某些原则。Leech是对言语行为理论（SpeechAct Theory）和合作原则（Co-operative principles）进行了批判发展的基础上提出了礼貌原则。其中包括如下：

（1）策略准则（Tact Maxim）,即少让别人吃亏，多使别人得益；

（2）慷慨准则（Generosity Maxim）,即少让自己得益，多让自己吃亏；

（3）赞誉准则（Approbation Maxim），即少贬低别人，多赞誉别人；

（4）谦虚准则（Modesty Maxim）,即少赞誉自己，多贬低自己；

（5）一致准则（Agreement Maxim）,即减少双方分歧，增加双方一致；

（6）同情准则（Sympathy Maxim）,即减少双方反感，增加双方同情。

这六条准则之间相互联系，Leech认为策略准则是最根本的一条，是最高准则，其他是策略准则的体现。

Leech的礼貌原则可以用来解释生活中的许多语言交际现象。在全球一体化的步伐进一步加快，跨国商务活动日益频繁的背景下，用礼貌原则来指导商务信函写作具有特别意义。

二．礼貌原则在商务信函写作中的应用

（一）词汇

第一，使用正面积极的词汇或词组。如thank you, grateful,glad,please等。使用积极的词语

会使人身心愉悦，促进双方合作。特别在有关催款，投诉，索赔等信函中，即便错不在己，也要对对方所做的任何一点积极努力给予肯定与赞扬，做到礼貌得体。例如

（1）We are glad to receive your enquiry of watches.（2）It gives us pleasure to receive the catalogues and samples you send us.第二,使用情态动词。可以使句子的语气变得更加缓和，委婉。如：should,would,could,may等，委婉的语气可以表达自己的要求，建议和意见，建立平等友好的气氛，增加对方心理优势，使对方容易接受，从而有利于业务谈判和达成目标。例如：

(1)We appreciate it if you advance shipment.(2)We should appreciate it if you could advance shipment.上面例句，句2由于使用了情态动词，在语气上比句1委婉的多，使人感觉更有礼貌。

第三，为对方着想的You Attitude 原则。多使用人称代词you和your以体现You Attitude原则。比较下面的句子：

（1）Your active participation in this conference will be highly appreciated.（2）We will highly appreciate your active participation in this conference.上面例句中，句1句情虽合理，但没有完全采取对方立场。显得以自我标准为中心，没有令对方利益放首位。句2以对方为中心，充分肯定了对方的积极参与，体现礼貌原则。

第四，灵活使用模糊限制语。使用模糊限制语可以用来增强或减弱词义和语气，体现礼貌

原则在传递正面消息时，使用greatly,very,highly,quite等模糊限制语增加感谢，赞誉的程度，体现赞扬原则和赞同准则。例如：

（1）We were very pleased to receive your inquiry of May 5.（2）Your prompt reply will be highly appreciated.1句如果去掉 very，句子意思没有变化，但是语气就大大减弱，能更好表达我方的喜悦之情和对对方的赞誉。2句同理，highly 明显增强句子的积极语气，更强烈的表达了我方的感谢之情，同时含蓄暗示我方期待对方的及时回复。

在传递负面信息时，使用 I ’m afraid, I suppose, probably, a little bit, It is said, It seems 等模糊限制语减缓语气，弱化负面效应。在表明我方意图的同时，避免过于武断和直接，照顾到对方的心理和感受，从而促进合作。例如:

(1)I am afraid that the price you quoted is not acceptable.(2)It seems to us that you ought to have accepted the offer.(二)句子

第一、使用被动句。当指出对方的不当之处或希望对方做某事时，往往是使用被动句。因为被动句中动作的执行者或施为者往往被省略，从而避免了对主语的指责，降低了对对方消极面子的威胁。

(1)A very careless mistake was made during the course of shipment.装船过程中犯了粗心大意的错误

（2）What if the inspection cannot be completed within the time limit? 如果商品检验不能在规定期限内完成，怎么办?

第二、使用条件句。条件句的使用，在大多数情况下，是将听话人(收信人)放在主动的位置上。是否答应这一条件，完全取决于听话人自己，从而将说话人(写信人)达成交易的请求转变为听话人(收信人)的权利，策略地表示出礼貌。如：

Please expedite the dispatch of Shipping Advice if it is convenient for you.第三、使用疑问句

在日常生活中，人们也常用一般疑问句的形式委婉礼貌地提出建议或请求，如:Would you like…?的句型，同样在外贸函电中也常常用这样的方式来礼貌地表达请求，建议留给对方更多考虑的余地。例如:

(1)Tell us more detailed information on your requirements.(2)Would you please kindly tell us more detailed information on your requirements?

在以上两句中，第一句为祈使句，在英语中祈使句的功能是来表达 命令、要求等。这样的语气会使贸易的双方感到有等级之分，处在不平等的地位上。因此祈使句的使用违反了平等互利的贸易原则。一般疑问句的使用不仅起到传达同样信息的作用，而且使对方读到这样的语句会感到更加的亲切，从而达到促进贸易的作用。

第四、使用虚拟句。在表达意见、建议、提出希望时，经常使用虚拟语气以示礼貌。例如：

1)Would you advise us by cable when the above mentioned goods have been shipped.(2)We should be grateful if you would help us with your suggestions

综上所述，在外贸英语函电的写作过程中，不仅要灵活运用各种礼貌原则，提高礼貌的表达手段和技巧，还要仔细考虑各种国际商务交往中的特定语境因素，合理运用语用策略，令礼貌的表达更加贴切得体，从而使对外经贸活动得以更顺利地进行。

参考文献

［1］ Leech, G, N.Principles of Politeness ［M］.London and New York: Longman,1983

［2］ 杨柳.礼貌原则在外贸英语信函写作中的运用［J］.宿州教育学院学

报,2007,(8)

［3］ 林旭涛.浅析语用礼貌在对外经贸函电中的运用［J］.广州广播电视大学学

报,2005,(6)

第二篇：礼貌原则在商务英语信函写作中的运用

[摘要]在商务英语信函写作中，商业信函的特点和功能决定了商业信函中必须注重礼貌策略的表现。本文对礼貌原则在商务英语信函写作中的运用进行分析与探讨，其原则表现为使用委婉的语气、突出对方本位及避免不和。

[关键词]商务英语信函写作；礼貌原则；委婉语气；突出对方本位；避免不和 随着社会经济的迅猛发展，商业信函逐渐成为人们在经济领域内的一种重要的交际手段，通过它人们可以交流信息、联系业务、商谈贸易、磋商、处理问题、传递友谊等，其撰写的成功与否对企业的业务有着极其重要的影响。一般地，商务信函有以下几方面的写作原则，也被称为”7Cs”原则，即礼貌原则(courtesy)、体谅原则(consideration)、完整原则(completeness)、清楚原则(clarity)、简洁原则(conciseness)、具体原则(concreteness)、正确原则(correctness)。“礼貌原则”[1]是首先必须注意的，因为这直接关系到你写的信是否有正面效应。“一封彬彬有礼的书信，得体脱俗的谈吐，能使我方在对方的心目中树立起一种正直、热情、有良好文化修养和职业道德的形象，从而乐意与我方合作，带来无限的商机。”[2]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，使之弄砸了生意不说，还有可能毁了公司苦心经营的形象。因此，在日常的商务活动中，我们应注意商务信函中礼貌用语的使用。笔者将礼貌准则在商务英语信函写作中的应用归纳为以下三点： 1 使用委婉的语气

语言是信息的载体和表情达意的工具，为了在听话者和说话者之间建立起一座更顺畅的交流的桥梁，人们要使用礼貌用语。商务英语信函也是如此。热情友好的礼遇、委婉客气的话语、措辞得当的函电或谨慎严密的条款形成了商贸英语的一个鲜明特色，例如：

(1)We are pleased to make the following offer subject to your reply reaching US by May 20． 我方十分乐意报盘如下，此报盘以5 月20 日前收到对方复函为准。

(2)We shall appreciate it if you will endeavor to ship the consignment as the following． 如贵方能按如下要求装运货物，我们将不胜感激。

如上述例句所示“be pleased to, appreciate? if?”等这些礼貌语言的使用，不仅能传递给对方高兴、感激、悦等积极情感，还可以委婉的提出进一步的要求，这样可以对商务合作的成功起到积极的推动作用。突出对方本位(You attitude)许多商务写作者的目的就是让对方合作并采取行动，所以，一个重要的原则就是暂时忘记自己，而想想收信人，向他们显示出引起他们注意的事情。采取从对方角度着想的办法来达到这一目的，这就是商务写作中为对方着想的“突出对方本位”（You attitude）或称“你式写法”，而不是“为自己着想”（I-attitude）。充分考虑对方的利益、需求、愿望，从对方的观点看问题了解对方的困难、处境，这样可以使自己的要求更加切合实际，从而为双方的合作奠定更加良好的基础。

为了体现礼貌原则，在商务英语信函写作中，人称尽量不使用I或we 开头而应采用用第二人称you 或其物主代词或者your，以突出You attitude。例如：

To meet your requirement, we are willing to make some concessions to cut 3％of our price if the quantity of your individual purchase is not less than 50 tons.为满足贵方要求，如果贵方每次购买不少于50 吨的话，我方愿意做出一些让步．降价30％。从以上例子我们不难看出，不管你的目的是提供信息，说服别人还是增进友谊，最打动人的词就是you 和your。这是因为，第二人称的使用可以产生注意对方、以对方为中心的效果。同时，还可以使对方认识到作者在为自己着想，因而是礼貌的。3 避免不和

在商务交流中，双方难免会有分歧。为了不因直接话语而冒犯他人，建议在商务英文信函写作中尽量使用温和的语气。要想表达否定的意思在商务英文信函写作中可以适当的使用语义模糊的词汇如“I’ m afraid, I think, I believe”或运用疑问句等形式。例如：

(1)I’m afraid we can’t accept “Cash Against Document on arrival of goods at destination”． 我方恐怕不能接受货到目的港后凭单付款的支付方式。(2)Could you make payment by irrevocable L ／ C？ 贵方可否用不可撤消信用证付款? 除了以上几种表达方式以外，情态动词、条件句、被动语态、过去时的使用也可以起到缓和语气、显示礼貌的作用。商业信函的特点和功能决定了商业信函中必须注重礼貌原则。在日常的商务活动中，我们应注意商务信函中礼貌用语的使用，注意委婉语气、突出对方本位、避免不和等原则的应用，商业信函才会起它应有的作用——通过语言的媒介作用起到发展贸易、增进友谊的作用。参考文献

[1]吴洁.商务英语的礼貌原则[J].中国科技翻译,2003 年第16 卷1 期。[2]何兆熊.新编语用学概要[M]．上海：上海外语教育出版社，2003 年．

第三篇：商务英语写作[模版]

七种常见类型

1.主动跟新买家建立联系

Dear Mr.Jones:

We understand from your information posted on Alibaba.com that you are in the market for textiles.We would like to take this opportunity to introduce our company and products, with the hope that we may work with Bright Ideas Imports in the future.We are a joint venture specializing in the manufacture and export of textiles.We have enclosed our catalog, which introduces our company in detail and covers the main products we supply at present.You may also visit our online company

introduction atwhich includes our latest product line.Should any of these items be of interest to you, please let us know.We will be happy to give you a quotation upon receipt of your detailed requirements.We look forward to receiving your enquires soon.Sincerely,John Roberts

2.对新买家要求建立业务联系的回复

Dear Mr.Jones:

We have received your letter of 9th April showing your interest in our complete product information.Our product lines mainly include high quality textile products.To give you a general idea of the various kinds of textiles now available for export, we have enclosed a catalogue and a price list.You may also visit our online company introduction at Http:// which includes our latest product line.We look forward to your specific enquiries and hope to have the opportunity to work together with you in the future.Sincerely,3.向老客户介绍公司新的产品信息

Dear Mr.Jones:

We have refreshed our online catalog at Http://, and now it covers the latest new products, which are now available from stock.We believe that you will find some attractive additions to our product line.Once you have had time to study the supplement, please let us know if you would like to

take the matter further.We would be very happy to send samples to you for close inspection.We will keep you informed on our progress and look forward to hearing from you.Sincerely,4.回复对某个产品的查询

Dear Mr.Jones:

Thank you for your inquiry of 16 March.We are pleased to hear that you are interested in our product “toaster”.We've enclosed the photo and detailed information of the product for your reference:

Product: toaster

Specification: xxxxxxxxxxxxxxx

Package: 1pcs/box

Price: 10usd/pcs

Payment: L/C

For purchase quantities over 1,000pcs of individual items we would allow you a discount of 1%.Payment is to be made by irrevocable L/C at sight.We look forward to receiving your first order.Sincerely,5.无法提供对方查询中所要求的产品时

Dear Mr.Jones:

Thank you for your enquiry of 12 March cate 9 cable.We appreciate your efforts in marketing our products and regret very much that we are unable to supply the desired goods due to excessive demand.We would, however, like to take this opportunity to offer the following material as a close substitute: Cate 5, US$__ per meter FOB Shanghai, including your commission 2%.Please visit our catalog at http:// for more information on this item.If you find the product acceptable, please email us as soon as possible.Sincerely,6.查询对方公司的产品

Dear Sir or Madam:

We know that you are exporter of textile fabrics.We would like you to send us details of your various ranges, including colors and prices, and also samples of the different qualities of material used.We are volume dealers in textiles and believe there is a promising market in our area for moderately priced goods of this kind mentioned.When quoting, please state your terms of payment and discount you would allow on purchases of quantities of not less than 1000 meters of individual items.Prices quoted should include insurance and freight to San Francisco.Sincerely,7.几种报盘

(a.)

Dear Mr.Jones:

We thank you for your email enquiry for both groundnuts and Walnutmeat CNF Copenhagen dated February, 21.In reply, we offer firm, subject to your reply reaching us on or before February 26 for 250 metric tons of groundnuts, handpicked, shelled and ungraded at RMB2000 net per metric ton CNF Copenhagen and any other European Main Ports.Shipment is to be made within two months after receipt of your order payment by L/C payable by sight draft.Please note that we have quoted our most favorable price and are unable to entertain any counter offer.You may be aware that there has lately been a large demand for the above commodities.And such growing demand will likely result in increased prices.However you can secure these prices if you send us animmediate reply.Sincerely,(b.)

Dear Mr.Jones:

We thank you for your letter dated April 8 inquiring about our leather handbags.As requested, we take pleasure in offering you, subject to our final confirmation, 300 dozen deerskin handbags style No.MS190 at $124.00 per dozen CIF Hamburg.Shipment will be effected within 20 days after receipt of the relevant L/C issued by your first class bank in our favor upon signing Sales Contract.We are manufacturing various kinds of leather purses and waist belts for

exportation, and enclosed a brochure of products for your reference.We hope some of them meet your taste and needs.If we can be of any further help, please feel free to let us know.Customers’ inquiries are always meet with our careful attention.Sincerely,(c.)

Re: SWC Sugar

Dear Sirs,We are in receipt of your letter of July 17, 2002 asking us to offer 10,000 metric tons of the subject sugar for shipment to Japan and appreciate very much your interest in our product.To comply with your request, we are offering you the following:

1.Commodity: Qingdao Superior White Crystal Sugar.2.Packing: To be packed in new gunny bag of 100kgs.each.3.Quantity: Ten thousand（10000）metric tons.4.Price: US dollars one hundred and five（US$105.00）per metric ton, Fob Qingdao.5.Payment: 100% by irrevocable and confirmed letter of credit to be opened in our favor through A1 bank in Qingdao and to be drawn at sight.6.Shipment: Three or four weeks after receipt of letter of credit by the first available boat sailing to Yokohama direct.Please note that we do not have much ready stock on hand.Therefore, it is important that, in order to enable us to effect early shipment, your letter of credit should be opened in time if our price meets with your approval.We are awaiting your reply.Sincerely,

第四篇：商务英语写作

向进军2011级B班20112513486

Dear sir ,Thank you very much for your interest in our products.You wrote to the right kitchen range hood manufacturer.Ours is one of the largest company in the northwest of China.The company has taken a five-year-long quality guarantee , longer than that of most other manufacturers.With a long history and high reliability , this company has established a good reputation at home and abroad.Our products are always very popular in Europe and China.With your help ,we are hoping to penetrate the huge market in America.We have enclosed a catalogue of all the specifications and varieties of our products.We are awaiting the opportunity of cooperating with you.Yours faithfully ,JocelynSales manager

第五篇：商务英语写作

A: You must be Ms.Lee from the United States?

B: That’s right.I’ m Lee Junru.You are...?

A: My name is Zhang Guiyang.I’m from the Sunshine Corporation.I’m pleased to meet you.Welcome to Fuzhou.B: Nice to meet you, too.Thanks for coming to the airport to meet me.A: That’s my pleasure.My manager, Mr.Wang has sent me to meet you here.He felt sorry he could’t come himself.He is at a meet right now.B: It’s OK.Thank you very much.Where are we heading now?

A: We’ re going to accompany you to the Fuzhou Friendship Hotel.Is the luggage all here, Ms.Lee? The car is just out there in the parking lot.B: Oh, thank you.Well I can handle this handbag myself.A: OK, this way, please.A: Here is our car.Let me put the luggage into the trunk.B: Thanks.A: Please get on, Ms.Lee.B: Thanks.A: Off we go.How’s your flight, Ms.Lee?

B: Fine, I got on the plane at New York, and it took about 1 hours to get here.But is was a smooth flight.A: That was really kind of long in the airplane.Wasn’t it? I hope you’ll feel rested after a right of good sleep.B: Thank you.What is the weather like here, today?

A: Fair and sunny today with gentle breeze.As I know, Ms.Lee, you’ re been to Fuzhou for a couple of times.B: It’s true.I travel so much and visit Fuzhou once a year?

A:How do you like it here.B:well, I like it a lot.Fuzhou is really a fantastics place.There are many interested places to visit.I hope I can visit once again.A:I hope you can enjoy your stay here.It’s nice to have a look around.B:Yes that must be very interesting.Hope we will have the time.A:I think you must be tired, why don’t you take a break.I wake you up in to the hotel.B:Than’s great.Thank you.