第一篇：商務英語寫作的禮貌原則

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

商務英語寫作是以英語為媒介，以促進商務活動順序進行為目的的信件，其涵蓋的內(nèi)容涉及到商務有關的諸多領域。在經(jīng)濟一體化的今天，中國與世界各國間的貿(mào)易往來日益頻繁，商務英語在中外貿(mào)易中發(fā)揮了重要的作用，其中商務英語信函成為中外企業(yè)溝通的主要工具。禮貌是商務信函的主要語言特點，在禮貌原則指導下的信函能夠給企業(yè)留下良好的形象，進而促進商務活動的順利展開。

一．Leech’s Principle

禮貌原則是對人們交際現(xiàn)實的假設或解釋，Leech認為，人們在語言交際中，都不自覺或自覺地遵守著語言的某些原則。Leech是對言語行為理論（SpeechAct Theory）和合作原則（Co-operative principles）進行了批判發(fā)展的基礎上提出了禮貌原則。其中包括如下：

（1）策略準則（Tact Maxim）,即少讓別人吃虧，多使別人得益；

（2）慷慨準則（Generosity Maxim）,即少讓自己得益，多讓自己吃虧；

（3）贊譽準則（Approbation Maxim），即少貶低別人，多贊譽別人；

（4）謙虛準則（Modesty Maxim）,即少贊譽自己，多貶低自己；

（5）一致準則（Agreement Maxim）,即減少雙方分歧，增加雙方一致；

（6）同情準則（Sympathy Maxim）,即減少雙方反感，增加雙方同情。

這六條準則之間相互聯(lián)系，Leech認為策略準則是最根本的一條，是最高準則，其他是策略準則的體現(xiàn)。

Leech的禮貌原則可以用來解釋生活中的許多語言交際現(xiàn)象。在全球一體化的步伐進一步加快，跨國商務活動日益頻繁的背景下，用禮貌原則來指導商務信函寫作具有特別意義。

二．禮貌原則在商務信函寫作中的應用

（一）詞匯

第一，使用正面積極的詞匯或詞組。如thank you, grateful,glad,please等。使用積極的詞語

會使人身心愉悅，促進雙方合作。特別在有關催款，投訴，索賠等信函中，即便錯不在己，也要對對方所做的任何一點積極努力給予肯定與贊揚，做到禮貌得體。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,使用情態(tài)動詞?？梢允咕渥拥恼Z氣變得更加緩和，委婉。如：should,would,could,may等，委婉的語氣可以表達自己的要求，建議和意見，建立平等友好的氣氛，增加對方心理優(yōu)勢，使對方容易接受，從而有利于業(yè)務談判和達成目標。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由于使用了情態(tài)動詞，在語氣上比句1委婉的多，使人感覺更有禮貌。

第三，為對方著想的You Attitude 原則。多使用人稱代詞you和your以體現(xiàn)You Attitude原則。比較下面的句子：

（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句情雖合理，但沒有完全采取對方立場。顯得以自我標準為中心，沒有令對方利益放首位。句2以對方為中心，充分肯定了對方的積極參與，體現(xiàn)禮貌原則。

第四，靈活使用模糊限制語。使用模糊限制語可以用來增強或減弱詞義和語氣，體現(xiàn)禮貌

原則在傳遞正面消息時，使用greatly,very,highly,quite等模糊限制語增加感謝，贊譽的程度，體現(xiàn)贊揚原則和贊同準則。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，句子意思沒有變化，但是語氣就大大減弱，能更好表達我方的喜悅之情和對對方的贊譽。2句同理，highly 明顯增強句子的積極語氣，更強烈的表達了我方的感謝之情，同時含蓄暗示我方期待對方的及時回復。

在傳遞負面信息時，使用 I ’m afraid, I suppose, probably, a little bit, It is said, It seems 等模糊限制語減緩語氣，弱化負面效應。在表明我方意圖的同時，避免過于武斷和直接，照顧到對方的心理和感受，從而促進合作。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、使用被動句。當指出對方的不當之處或希望對方做某事時，往往是使用被動句。因為被動句中動作的執(zhí)行者或施為者往往被省略，從而避免了對主語的指責，降低了對對方消極面子的威脅。

(1)A very careless mistake was made during the course of shipment.裝船過程中犯了粗心大意的錯誤

（2）What if the inspection cannot be completed within the time limit? 如果商品檢驗不能在規(guī)定期限內(nèi)完成，怎么辦?

第二、使用條件句。條件句的使用，在大多數(shù)情況下，是將聽話人(收信人)放在主動的位置上。是否答應這一條件，完全取決于聽話人自己，從而將說話人(寫信人)達成交易的請求轉(zhuǎn)變?yōu)槁犜捜?收信人)的權利，策略地表示出禮貌。如：

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

在日常生活中，人們也常用一般疑問句的形式委婉禮貌地提出建議或請求，如:Would you like…?的句型，同樣在外貿(mào)函電中也常常用這樣的方式來禮貌地表達請求，建議留給對方更多考慮的余地。例如:

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

在以上兩句中，第一句為祈使句，在英語中祈使句的功能是來表達 命令、要求等。這樣的語氣會使貿(mào)易的雙方感到有等級之分，處在不平等的地位上。因此祈使句的使用違反了平等互利的貿(mào)易原則。一般疑問句的使用不僅起到傳達同樣信息的作用，而且使對方讀到這樣的語句會感到更加的親切，從而達到促進貿(mào)易的作用。

第四、使用虛擬句。在表達意見、建議、提出希望時，經(jīng)常使用虛擬語氣以示禮貌。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

綜上所述，在外貿(mào)英語函電的寫作過程中，不僅要靈活運用各種禮貌原則，提高禮貌的表達手段和技巧，還要仔細考慮各種國際商務交往中的特定語境因素，合理運用語用策略，令禮貌的表達更加貼切得體，從而使對外經(jīng)貿(mào)活動得以更順利地進行。

參考文獻

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

［2］ 楊柳.禮貌原則在外貿(mào)英語信函寫作中的運用［J］.宿州教育學院學

報,2007,(8)

［3］ 林旭濤.淺析語用禮貌在對外經(jīng)貿(mào)函電中的運用［J］.廣州廣播電視大學學

報,2005,(6)

第二篇：禮貌原則在商務英語信函寫作中的運用

[摘要]在商務英語信函寫作中，商業(yè)信函的特點和功能決定了商業(yè)信函中必須注重禮貌策略的表現(xiàn)。本文對禮貌原則在商務英語信函寫作中的運用進行分析與探討，其原則表現(xiàn)為使用委婉的語氣、突出對方本位及避免不和。

[關鍵詞]商務英語信函寫作；禮貌原則；委婉語氣；突出對方本位；避免不和 隨著社會經(jīng)濟的迅猛發(fā)展，商業(yè)信函逐漸成為人們在經(jīng)濟領域內(nèi)的一種重要的交際手段，通過它人們可以交流信息、聯(lián)系業(yè)務、商談貿(mào)易、磋商、處理問題、傳遞友誼等，其撰寫的成功與否對企業(yè)的業(yè)務有著極其重要的影響。一般地，商務信函有以下幾方面的寫作原則，也被稱為”7Cs”原則，即禮貌原則(courtesy)、體諒原則(consideration)、完整原則(completeness)、清楚原則(clarity)、簡潔原則(conciseness)、具體原則(concreteness)、正確原則(correctness)。“禮貌原則”[1]是首先必須注意的，因為這直接關系到你寫的信是否有正面效應。“一封彬彬有禮的書信，得體脫俗的談吐，能使我方在對方的心目中樹立起一種正直、熱情、有良好文化修養(yǎng)和職業(yè)道德的形象，從而樂意與我方合作，帶來無限的商機?！盵2]反之，一封禮貌欠佳、用語不當?shù)男藕瘎t會給一個公司帶來負面的評價，使之弄砸了生意不說，還有可能毀了公司苦心經(jīng)營的形象。因此，在日常的商務活動中，我們應注意商務信函中禮貌用語的使用。筆者將禮貌準則在商務英語信函寫作中的應用歸納為以下三點： 1 使用委婉的語氣

語言是信息的載體和表情達意的工具，為了在聽話者和說話者之間建立起一座更順暢的交流的橋梁，人們要使用禮貌用語。商務英語信函也是如此。熱情友好的禮遇、委婉客氣的話語、措辭得當?shù)暮娀蛑斏鲊烂艿臈l款形成了商貿(mào)英語的一個鮮明特色，例如：

(1)We are pleased to make the following offer subject to your reply reaching US by May 20． 我方十分樂意報盤如下，此報盤以5 月20 日前收到對方復函為準。

(2)We shall appreciate it if you will endeavor to ship the consignment as the following． 如貴方能按如下要求裝運貨物，我們將不勝感激。

如上述例句所示“be pleased to, appreciate? if?”等這些禮貌語言的使用，不僅能傳遞給對方高興、感激、悅等積極情感，還可以委婉的提出進一步的要求，這樣可以對商務合作的成功起到積極的推動作用。突出對方本位(You attitude)許多商務寫作者的目的就是讓對方合作并采取行動，所以，一個重要的原則就是暫時忘記自己，而想想收信人，向他們顯示出引起他們注意的事情。采取從對方角度著想的辦法來達到這一目的，這就是商務寫作中為對方著想的“突出對方本位”（You attitude）或稱“你式寫法”，而不是“為自己著想”（I-attitude）。充分考慮對方的利益、需求、愿望，從對方的觀點看問題了解對方的困難、處境，這樣可以使自己的要求更加切合實際，從而為雙方的合作奠定更加良好的基礎。

為了體現(xiàn)禮貌原則，在商務英語信函寫作中，人稱盡量不使用I或we 開頭而應采用用第二人稱you 或其物主代詞或者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.為滿足貴方要求，如果貴方每次購買不少于50 噸的話，我方愿意做出一些讓步．降價30％。從以上例子我們不難看出，不管你的目的是提供信息，說服別人還是增進友誼，最打動人的詞就是you 和your。這是因為，第二人稱的使用可以產(chǎn)生注意對方、以對方為中心的效果。同時，還可以使對方認識到作者在為自己著想，因而是禮貌的。3 避免不和

在商務交流中，雙方難免會有分歧。為了不因直接話語而冒犯他人，建議在商務英文信函寫作中盡量使用溫和的語氣。要想表達否定的意思在商務英文信函寫作中可以適當?shù)氖褂谜Z義模糊的詞匯如“I’ m afraid, I think, I believe”或運用疑問句等形式。例如：

(1)I’m afraid we can’t accept “Cash Against Document on arrival of goods at destination”． 我方恐怕不能接受貨到目的港后憑單付款的支付方式。(2)Could you make payment by irrevocable L ／ C？ 貴方可否用不可撤消信用證付款? 除了以上幾種表達方式以外，情態(tài)動詞、條件句、被動語態(tài)、過去時的使用也可以起到緩和語氣、顯示禮貌的作用。商業(yè)信函的特點和功能決定了商業(yè)信函中必須注重禮貌原則。在日常的商務活動中，我們應注意商務信函中禮貌用語的使用，注意委婉語氣、突出對方本位、避免不和等原則的應用，商業(yè)信函才會起它應有的作用——通過語言的媒介作用起到發(fā)展貿(mào)易、增進友誼的作用。參考文獻

[1]吳潔.商務英語的禮貌原則[J].中國科技翻譯,2003 年第16 卷1 期。[2]何兆熊.新編語用學概要[M]．上海：上海外語教育出版社，2003 年．

第三篇：商務英語寫作[模版]

七種常見類型

1.主動跟新買家建立聯(lián)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.對新買家要求建立業(yè)務聯(lián)系的回復

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.向老客戶介紹公司新的產(chǎn)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.回復對某個產(chǎn)品的查詢

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.無法提供對方查詢中所要求的產(chǎn)品時

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.查詢對方公司的產(chǎn)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.幾種報盤

(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：商務英語寫作

向進軍2011級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：商務英語寫作

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.