The Application of Pragmatic Principles in Business English Correspondence 英语专业毕业论文.doc
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1、The Application of Pragmatic Principles in Business English Correspondence1 A Brief Introduction of the PaperAs technology advances and trade and exchanges between countries increase, it is becoming more and more important to understand both spoken and written English in many situations such as face
2、-to-face, on the telephone, in business meetings, lectures, speeches, television, and so on.There have been a lot of books and studies related to the Business English Correspondence. Some of them start with introducing the importance and influence of Business English Correspondence and the basic typ
3、es of Business English Correspondence. Some focus on instructing Chinese readers on how to write business correspondence in English by analyzing the language characteristics. Some discuss a lot on Business English Correspondence by presenting the frequently used techniques by general means or provid
4、ing necessary background information for some frequently seen Business English Correspondence.Although Business English Correspondence is always included in the above-mentioned studies, they dont separate it from other forms of writing. Besides, the standards for business writing have been changing
5、all the time. At present, with the rapid development of economic globalization, people have more chances to contact with the outside world and conduct business universally through Internet, broadcasting and Business English Correspondence as well. The Business English Correspondence, as a particular
6、 sort of media, is a complex blend of national, social, economic and linguistic tradition. Thus, varieties of problems often arise when people confront writing Business English Correspondence, especially in a foreign language. Generally speaking, People may have no problem in completely understandin
7、g Business English Correspondence; however, in no way can one write out a good piece of Business English Correspondence without studying the general knowledge of pragmatic principles. Problems existing now in Business English Correspondence are how to ensure the success of letters and what can make
8、a Business English Correspondence a qualified one. Consequently, the analysis of Business English Correspondence to develop English writing skills is reasonable and practical. For instance, in writing to persuade reader to accept an unfavorable offer, the techniques of persuasion are used. In applyi
9、ng for a job, one can use techniques that emphasize his or her qualifications. And in telling bad news, one can use techniques to work them into your letters.Business style is less descriptive and imaginative than literary style because business world is concerned with practical and immediate situat
10、ions. The pragmatic principles, which play a vital role in Business English Correspondence, mainly consist of Politeness Principle and Cooperative Principle .By means of appropriate use of them, the pragmatic strategies can be applied effectively to business correspondence discourses to achieve desi
11、red efforts.In the first chapter of this thesis, a brief introduction of the paper will be presented. In the second part of the thesis,the author attempts to discuss the main principles of the present Business English Correspondence. In the following chapter theories regarding pragmatic principles w
12、ill be presented. Chapter Four presents the approaches to apply pragmatic principles to Business English Correspondence by contrasting examples, so that readers can find out the differences easily. Chapter Five mainly discusses the characteristics of desired Business English Correspondence and how t
13、o achieve the effects by pragmatic principles from the point view of both language and function. In the concluding chapter, implications of the study are discussed. 2 The Main Principles of Writing Business English Correspondence Early English business writers borrowed heavily from the formal langua
14、ge of law and from the flowery language of the nobility. From these two sources they developed a style of letter writing that became known as the “language of business”, which was written in the driest possible manner and in language so stilted and formal that the true personality of the writer was
15、completely hidden. It was a cold, stiff, and unnatural style. Unfortunately, that role as the “language of business” was never abolished, and even now it was generally accepted throughout the English-speaking world. This problem becomes more serious in cross-cultural communications. Admittedly, ther
16、e is something in the writing principles of business letters as followed.2.1 Courtesy Business protocol is an essential part for businessmen; we then can imagine how important the courtesy is for a business correspondence. However, courtesy not only means politeness, but also refers to thinking abou
17、t the readers interests. The readers desires, problems, emotions and possible reactions to the request, all of these details need to be taken into consideration. The message and information expressed by the correspondence represents the image of the person and his organization. Therefore, it is cert
18、ain that others only can establish and maintain business relationship with those of high quality of courtesy due to the fact that they can feel being respected by the sender. Being courtesy, firstly, suspicion shall be avoided. Because once the sense of suspicion is expressed in the correspondence,
19、others will feel that the sender doesnt believe the receiver, which does harm to the sender. Compare the two sentences as follows:(Polite) We have received with many thanks your letter of Oct 7, and we take the pleasure of sending you our latest catalog. We wish to draw your attention to a special o
20、ffer which we have made in it.(Courtesy) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct 7.Courtesy has the function of making the receiver comfortable and respected. The effect will, of course, enable busines
21、s to be completed smoothly and successfully.2.2 ConsiderationConsideration refers to thinking for customers, including their requirements, wishes and feelings, etc. Thoughtful consideration enables us to better understand the customers and receive good reactions from them. For this purpose, you-atti
22、tude, which means putting ourselves in the position of customers, is advocated by many scholars and researchers. When writing a letter, keep the readers requests, needs, desires, as well as his feelings in mind. Plan the best way to present the message for the reader to receive.When using you-attitu
23、de in business letters, insincerity shall also be avoided. We shall remember that the objective is to treat people courteously-the way they like to be treated. It is the attitude that places the reader in the center of things, it sometimes just involves being friendly. It involves skillfully handlin
24、g people with careful chosen words to make a desired impression.The following points are necessary for writing a letter to embody consideration:A: You-attitude: CompareWe allow 2 percent discount for cash payment. We wont be able to send you the brochure this month.You earn 2 percent discount when y
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