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1、Four short words sum up what has lifted most successful individuals above the crowd: a little bit more.-author-dateThe-Application-of-the-Politeness-Principle-in-Business-NegotiationThe Application of the Politeness Principle in Business NegotiationThe Application of the Politeness Principle in Busi
2、ness Negotiation礼貌原则在商务谈判中的运用ByShen Xiaofang Student ID Number: 201103012109Supervisor: Zhang Yu Nov. 2nd , 2012论 文 摘 要商务谈判是一种运用语言艺术进行的活动，它作为经济活动的起点，对交易活动的成功与否，在很大程度上依赖于语言的运用。本文通过对礼貌原则发展和商务谈判特点的分析，提出了五种礼貌方法：模糊表达、委婉表达、低调陈述、恭维言辞以及表示感谢。总之，礼貌原则在商务谈判中的运用要求我们在拥有相关技巧、策略、素质与能力的基础上做到随机应变、具体问题具体分析。关键词：商务谈判；礼貌
3、原则；合作原则；作用；表达AbstractBusiness negotiation is an activity achieved with the help of language arts, it as the starting point of economic activity, whether it succeeds or not depends largely on the use of language. This article analyzes the development of politeness principle and the special features o
4、f business negotiation, which proposes five methods: vagueness, euphemism, understatement, compliment and gratefulness. In short, the politeness principle, the application in business negotiations requests us in master related skills, strategy and based on the quality and ability of random strain, i
5、t concrete analysis.Key words: business negotiation; politeness principle; cooperation principle; function; expressionTable of ContentsAbstract (Chinese) .IAbstract (English) .II1. Introduction.11.1Background of the thesis.11.2 Significance of the present study.12. Definition of Politeness Principle
6、.13. The Application of Politeness Principle in Business Negotiation.23.1 vagueness.23.2 euphemism33.3 understatement.43.4 compliment.43.5 gratefulness.44. Conclusion.4Bibliography.5Acknowledgements61. Introduction1.1 Background of the thesis In recent years, the connection between China and the res
7、t of the world is getting closer and closer. The communication to the outside and the rapid development of international trade and economy are expanding, so business negotiation plays an important role today. It is essentially a kind of activity through language. Whether it will succeed depends on t
8、he application of language to a large extent. Politeness is a kind of complex social phenomenon, which is one of the most important ways in maintaining and improving social relationship with each other. As a potential agreement, it has the power of restricting social members speech acts. In business
9、 negotiation, politeness is regarded as one of the most important factors that can keep negotiation goes on smoothly. 1.2 Significance of the present study Politeness Principle put forward by English scholar Leech has a great guidance to the success of business negotiation, and plays an important ro
10、le in the course of business negotiation. Therefore, it is necessary for negotiators to know and master how Politeness Principle is used in business negotiation. It is hoped that the study can provide business negotiators with some rules and guidance, help them to settle conflicts and disputes in bu
11、siness negotiation and to create a harmonious and cooperative relations with the application of proper polite language and strategies, and finally realize high efficiency and win-win of business negotiation.2. Definition of Politeness PrinciplePoliteness as a social phenomenon can be observed in all
12、 languages and cultures，and it has long been made an important object of study in linguistics. According to the Dictionary of Language Teaching and Applied Linguistics, politeness is defined as the combination of interpersonal consideration and linguistic interactions. (Richard 352) Politeness is th
13、e symbol of human civilization and important criterion of human social activity.Politeness is the sign of human civilization, an important code of human social activity. As a kind of social activity, language activity is also restricted by the same code. Politeness Principle is that in the same othe
14、r conditions, minimizing the expression of impolite beliefs. Politeness is the attitude of one party to another party. It comes to both parties. The English famous pragmatist G.N. Leech (1983.64) called the two parties self and other . In letters, self” usually means to the writer, and other may be
15、the receiver, or a third party who has been mentioned or not mentioned in the letter. Therefore, politeness, what a writer express can be aimed at a receiver or a third party. It is not symmetry in nature. Politeness is the foundation of establishing good human and cooperative relationship. Successf
16、ul development of business communication depends on establishment of good social relationship.3. The Application of Politeness Principle in Business Negotiation The politeness principle is put forward for business negotiation injection many exciting elements, the positive meaning of the politeness p
17、rinciple in business negotiation also is more diversified. To a certain extent, Business negotiation plays a decisive role to the development of two parties friendship.3.1 Vagueness As a kind of politeness strategy, fuzzy expression can not only relieve and ease the speakers tone, abate to threaten
18、each other face behavior, but also can give oneself leave adequate leeway, improving negotiation atmosphere. For example, A：MrLin，I am anxious to know about your offerB：Well，weve been holding it for you，MrSmithHere it is 500 cases of black tea，at$20 per kilogram，CIF Liverp001Shipment will be in July
19、A：Thats a high price! It will be difficult for tic to make any salesB：Im rather surprised to hear you say that，MrSmithYou know the price of black tea has gone up since last yearOurs compares favorably with what you might get elsewhere.A：l am afraid 1 cant agree with you hereIndia has just come into
20、the market with a lower priceB：Ah，but everybody in the tea trade knows that Chinas black tea is of top qualityConsidering the qualityI should say the price is reasonableA：No doubt，yours is of a high quality，but still there has been competition in the tea marketI understand some countries are actuall
21、y lowering their priceB：So far our commodities have stood the competition wellThe very fact that other clients keep on buying speaks for itselfFew other teas can compare with ours either for flavor or colorA：But I believe we11 have a hard time convincing our clients at your priceB：To be frank with y
22、ou，if it werent for our good relation，we wouldnt consider making you a firm offer at this priceA：All rightIn order to get the business，I acceptB：Im glad that weve settled the price(From English for International Business Negotiation)Then the author analysis the following sentences:(1)That is a high
23、price! It will be difficult for US to make any sales(2)But I believe we11 have a hard time convincing our clients at your price(3)No doubtyours is of a high quality(4)Few other teas can compare with ours either for flavor or color. In the process of business negotiation, it is impossible to force th
24、e other side to come to an agreement. Therefore, in terms of language, both sides should try to leave adequate leeway, such not only can let both sides feel valued, but also take into account both the psychological, if the two sides in the negotiation process want to change his attitude, they will n
25、ot feel no face. As the case (1), A use difficult” instead of “impossible , so he is in the process of trying to convince the other reduce prices, leave some room for myself. Even if the other party refuses his counter-offer, so that he had to according to the original transaction, he still can save
26、 his face. Similarly in several examples of the hard time , of high quality , “few “these vague expressions take the same effects.3.2 Euphemism In business negotiations, because of the time, place, atmosphere is different, some words need to take tactful expression , this can not only reflect the sp
27、eaker s culture, but also can alleviate the atmosphere, avoid conflicts, so as to achieve the purpose of communication.3.3 Understatement Understatement is a kind of effective method to express their advantage, avoid a bad impression that boast, arrogant and exaggerate themselves. For example：avoidi
28、ng slick words (1) aThis kind of lighter has good performance and can be used for long timebThis kind of lighter can operate continually more than 40，000 times apiece(2) aIf we finalize this deal，you can make big profits with a small capitalbYou may know，MrZhang，chief engineer of a company from your
29、 country He signed a contract with US last time，and made a profit of over US$300，0003.4 ComplimentEveryone hopes that others can identify themselves .Therefore, appropriate words of praise can meet each others psychological demand, increasing the probability of success. Relative above a few politene
30、ss strategies, this is the most familiar to people.3.5 GratefulnessBy appreciation, can let others feel your sincerity, thus with each other to maintain a mutual trust, long-term friendly relations. For example: We appreciate your products very much，and we really need them，tooBut it is too bad that
31、we now have some difficulties to afford such a big sumWe were wondering whether you could take a more flexible policy towards thatIn fact, the above five kinds of Pragmatic Politeness Strategy, in many cases, will overlap, but also complementary. We need ceaseless exploration in practice and flexibi
32、lity application of these strategies according to the specific time, place, object and other factors.4. ConclusionIn international business negotiations, negotiators not only should follow the trade rules but also maintain their own benefits. In order to make the negotiation succeed, negotiators nee
33、d to persuade their opponents. Business negotiation is essentially a kind of verbal communication, and sometimes it is a play with words. Therefore, negotiators should know better about the language strategies.Politeness Principle consists of vague expression, euphemistic expression, understatement,
34、 flattering words, appreciation. Among them, vague expression can help negotiators to avert being offensive or over polite and euphemistic expression would show respect to other negotiators. Flattering words would help negotiators to draw people nearer, and to win the opponents trust. Understatement
35、 would convince other negotiators and avoid self-boasting. Appreciation can make other feel warmed and avoid arousing others antipathy.In this paper, all I do is to investigate how Politeness Principle works in the context of business negotiation. It is effective for negotiators to play right. As ev
36、ery coin has two sides, going to extremes often backfires. The application of Politeness Principle will be of great help in business negotiation. To be brief, Politeness Principle plays an important role in business negotiation. As a negotiator, he/she should have the knowledge of business trade and
37、 need to master the language strategies of negotiationBibliographyEll Yule，GPragmaticsM上海：上海外语教育出版社，2000Brown & LevinsonPoliteness：some universals in language usageMCambridge：Cambridge University Press。1987Leech GPrinciples of PragmaticsMNew York：Longman Ine1983陈君艳、胡启海：商务谈判中的礼貌策略。载南华大学学报2005年9第19卷，第
38、150156页。方军霞：商务谈判中的礼貌策略。载江西科技学院学报2007年4月第2期，第124128页。王 晓：商务英语中的礼貌原则。载重庆工商大学学报2003年12月第6期，第144146页。AcknowledgementsI would like to express my gratitude to all those who helped me during the writing of this thesis. I am greatly indebted to my teacher Zhang Yu who gave me valuable instructions; He told
39、me all the stages of the writing of thesis. I also owe a special debt of gratitude to all the professors in Foreign Languages Institute from whose devoted teaching and enlightening lectures I have benefited a lot and academically prepared for the thesis. Any progress that I have made is the result of their profound concern and selfless devotion.Last but not the least my gratitude also extends to my family and classmates who have been assisting supporting and caring for me all of my life.-