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1、蚱一、 课题(论文)提纲蚱0.引言蚱1.格莱斯的合作原则蚱2.写作原则蚱3The Application of Cooperative Principle in the Business English Correspondence蚱3.1数量准则的运用蚱商务书信内容的完整性蚱3.2质量准则的运用蚱3.2.1专业术语的准确性蚱3.2.2内容的充实性蚱3.3相关准则的运用蚱主题的相关性蚱3.4方式准则的运用蚱3.4.1商务函电中的礼貌性蚱3.4.1.1 恰当选用词语蚱3.4.1.2疑问句的表达蚱3.4.2 商务函电中的体谅性蚱4.结语蚱5.参考文献蚱蚱二、内容摘要蚱商务英语函电是国际商务往来最为
2、经常使用的联系方式，也是开展对外贸易及有关商务活动的基础和工具。商务英语函电的写作是从事外贸业务工作人员必备的基本业务技能。在商务交流中，双方都希望得到合作达成交易。就商务书信的写作要求，本文试从合作原则理论出发，通过实例论述了The Application of Cooperative Principle in the Business English Correspondence。希能够为商务英语含电的写作提供一些帮助。蚱三、 参考文献蚱蚱1 保罗格莱斯. 哲学家和语言学家M.Houndmills: Palgrave Macmillan出版，2005 . 蚱2张莉，张海林.谈在商务英语写作
3、教学中如何贯彻六C原则J.中国期刊,2008蚱3谈芳, 朱慧萍.外经贸英语函电M.学林出版社,2006蚱4刘文广 ,张小明.国际贸易实务M.高等教育出版社,2006蚱蚱蚱蚱蚱蚱蚱蚱蚱蚱蚱蚱The Application of Cooperative Principle蚱in the Business English Correspondence蚱Abstract：Business English Correspondence is an important approach in international business communication and it is a basic ab
4、ility for the people who are involved in this field. There are some principles of business letter writing (namely clarity, coursesy, correct, completeness, concrectess, conciseness, and consideration) and the cooperative principle (namely The maxim of quantity, The maxim of quality The maxim of rela
5、tion , The maxim of manner .Employing the application of cooperative principle in business English correspondence, the thesis analyzes the writing principle and cooperative principle through specific examples and contrasts. 蚱Key words: Cooperative Principle; Business English Correspondence蚱0.Introdu
6、ction 蚱Business English Correspondence referred in this study is a kind of letter dealing with business activities in international trades. In this modern society, it is still the major means of written communication in business. “Broadly speaking, the functions of a business letter may be said to b
7、e: firstly, to ask for or to convey information; secondly, to make or to accept an offer; thirdly, to deal with matters concerning negotiation of business. Good communication is so essential in business activities that it requires principles to guide communication. Business letters, as one of a firm
8、s main means of communication with others, its quality is one of important elements for successful business, thus it needs to be attached much importance to improve the skills of writing good business English correspondance . 蚱Paul Grices Cooperation Principle 蚱In social science generally and lingui
9、stics specifically, the cooperative principle describes how people interact with one another. As phrased by Paul Grice, who introduced it, it states, “Make your contribution such as it is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which yo
10、u are engaged. Though phrased as a prescriptive command, the principle is intended as a description of how people normally behave in conversation. The cooperative principle can be divided into four maxims, called the Gricean maxims, describing specific rational principles observed by people who obey
11、 the cooperative principle; these principles enable effective communication.蚱1.1The maxim of quantity:蚱1.1.1Make your contribution as informative as required;蚱1.1.2 Do not make your contribution more informative than required.蚱1.2 The maxim of quality:蚱1.2.1 Do not say what you believe to be false;蚱
12、1.2.2 Do not say that for which you lack adequate evidence.蚱1.3 The maxim of relation:蚱Make your contribution relevant.蚱1.4 The maxim of manner:蚱Be perspicuous, and specifically:蚱 1.4.1 Void obscurity 1.4.2 Be brief 1.4.3 Be orderly.蚱Put more simply, people who obey the cooperative principle in thei
13、r language use will make sure that what they say in conversation furthers the purpose of that conversation. Obviously, the requirements of different types of conversations will be different.蚱2. Various Principles of Business English Correspondence Writing蚱Business English Correspondence is widely us
14、ed in international business communication. It serves to develop foreign trade business and commercial activities. Business English Letter is the major means of written communication between two parties in the international trade .In business correspondence writing, conciseness means to write in the
15、 fewest word and without sacrificing the quality of the letter. 蚱Based on the cooperative principles there are seven principles, commonly calls seven Cs, because the seven words all begin with the English letter C. they are conciseness, clarity, courtesy, correctness, completeness, concreteness and
16、consideration. In business letter writing, conciseness means to write in the fewest word and without sacrificing the quality of the letter .Charity means the write must try to express his meaning clearly so that the reader will understand it well .courtly tone must be sincere ,the efforts to create
17、friendly and pleasant tone in business letters can be people to build goodwill .Correctness means the expression in business letters must be correct ,words and figures must be accurate and should not be over started and understated. Completeness means the letter must contain all the necessary inform
18、ation to the readers and writes all the questions and requirements .concreteness means try to put you in the readers place and to give the consideration to the readers demands, wishes, and interests.蚱3. The Application of Cooperation Principle in Businesses English Correspondence蚱Judging from exampl
19、es of the application of cooperative principle in successful communication, we had better to emphasize the role of applying the principle which will contribute to the improvement of business letters writing.蚱3.1The Maxim of Quantity蚱In Business English correspondence completeness content just reach
20、the requirement of the maxim of quantity .Completeness requires the letter to contain all the necessary information .Generally speaking, it contents who, what, when, where, why and how.蚱Dear Sir,蚱This is to confirm your E-mail of 2July, 2002, asking us to make your firm offers for rice and soybeans
21、C&F Singapore.蚱We E-mail you this morning offering you 300 metric tons of polished rice at AUD 2400 per metric ton, C&F Singapore, for shipment during August/September 2002.This offer is firm, subject to the receipt of your reply before 16 July 2002蚱Please note that we have quotes most favorable pri
22、ce and are unable to entertain any counter offer.蚱With regard to soybeans, we advise you that the few lots we have at present are under offer. If, however, you were to make us a suitable offer, there is possibility of our supplying them.蚱As you know, of late it has been a heavy demand for these comm
23、odities and this has resulted in increased prices. You may, however, take advantage of the strengthening market if you send an immediate reply.蚱Sincerely yours蚱Above-mentioned quotation includes 5W and 1H .if not completeness in content, it would lead the potential customer puzzled, even breaking up
24、 the cooperation relationship.蚱3.2The maxim of quality蚱To achieve the maxim of quality business letters should be correct and clear and concise. Business letter must have correct information, expression and concise language. 蚱3 .2.1 Correct in Business Letter蚱A correct business letter can embody the
25、 writeworking attitude and culture quality .It has advantage for writer to establish the good relationship of trade .Be care for that commercial terms .蚱E.g1 You commission 3% on FOB value has been include in the above in the above price.蚱E.g2 The shipping date under S/C NO.EH-201 is approaching.蚱E.
26、g3 Your goods will be affected against All Risk, War and S.R.C.C. Risk.蚱Above-mention commercial terms are short but making sense and the meaning is rich. These terms embody the feature of business. When the write the use the memorial terms they will express their function correctly. Some words have
27、 different meaning in different writing or sentence .The write should pay attention to these words.蚱3 .2.2 Concreteness in Business Letter Writing蚱As a part of the maxim of quantity, concreteness means the information of the business letter is concrete enough. In business letter writing concreteness
28、 is particular important. In the process of foreign trade, every detail should be considered. In order to achieve concreteness we can try to follow: using specific facts and figures, and using specific date, subject and number.蚱According to the instruction from Masers Browning sons, and thought our
29、Hong Kong office. We have to opened an irrevocable letter credit for $8000 in favorable until 30 November next .蚱You have may draw on us at 60 days against this credit for the amount of your invoice value upon shipment of 2000 tons of Steel to Messrs Browning Sons.蚱3.3. The Maxim of Relation蚱The max
30、im of relation suggests making your language relating to the subject .It ensures the conversation be coherent and require the content of business English correspondence closely related with the present trade. Time is money. Business requires fast and efficient operation, or it is not only a waste of
31、 time, but also affects the express of theme. The maxim of relation in Grices four maxims are the most important one .Business correspondence is usually aim at specific industries, contents and projects ,relating to the two partners ,so its words ,sentences, structures all serve for the business pur
32、poses.蚱Using the flowery langue at the beginning of the business correspondent may be attractive at first, but the reader cannot get into the theme quickly and will not know what benefit he can receive .Then he will lose interest even will not like to reader ,Especially when respond to a letter, the
33、 best way is to mention the date ,main content and code of letter at first, then answer their questions and mention writes demands. The purpose is to help the reader judges the importance of the letter, in order to deal with the related issues. Look at the following example:蚱Dear Sir or Madam,蚱Re L/
34、C FOR CANDLES ART.NO.501蚱We have received your L/C No.8543 covering the captioned goods issued by Royal Bank of Canada on January 1st in which the following points are not found in conformity with the contract stipulated foregoing.蚱(1)The total value is US$1560.00 instead of US$1460.00.蚱(2)L/C asks
35、for 60 days sight whereas 30 days sight is agreed in the contract.蚱(3)The S/C allows partial shipment but the L/C states Partial shipment is not allowed. 蚱We shall be obliged for your prompt necessary amendment accordingly.蚱Yours faithfully蚱The letter requites the reader to modify the letter of cred
36、it. The beginning of the letter is to point out and follow the subject closely. Furthermore, it indicates which content dose not in accordance with the contract, then it requires the reader to modify the litter of according to the demand .This letter is concise and clear .蚱The first way to show cons
37、ideration is emphasize the words you and your, so that it will leave a good impression in the reader mind .look at the following example:蚱Improper: We allow a 5%discount for cash payment.蚱Proper: You earn a 5%discount when you pay cash.蚱3.4. The maxim of Manner蚱In Business English correspondence ,pe
38、ople use polite words in the order, and consider the readers demands wishes and interests. If the writer just pay attention to the fewest words and ignore the completeness, concernedness and courtesy, the reader will feel rudeness and suddenness. Courtesy not only means politeness, but also means th
39、inking about the interests of the customers and offering the convenience to the customers. Consideration means to give the consideration just reach the requirement of the maxim of manner.蚱3.4.1 Courtesy in Business Letter蚱Courtesy is an important business letter writing principle, especially for int
40、ernational business letters. It is the quality that enables to refuse perform a favor and at the same time keep a friend ;to refuse a customers request for credit without killing all hope of future to show the honest friendship ,thoughtful appreciation ,sincere politeness, considerate understanding
41、and heartfelt respect for the reader.蚱3.4.1.1 Inserting Useful Expression to Gentle the Tone 蚱First, we should insert positive tone .in a word, a good rule for a business letter writer is to select words and insert them into the express a positive tone , let us have a look the follow examples:蚱Pleas
42、e accept our sincere thanks for our pleasant association together during the year.蚱The using of positive words likes please, sincere thanks. Pleasant association shows the writer attempt to seek the readers interests. Wants and needs.蚱Using the positive expression instead of using such negative word
43、s as cannot .fail, impossible and so on, it is important for the writer to business express their meaning.蚱Secondly, in order to avoid a direct blame business letter s usually insert passive voice can made the letter less disagreeable to reader .moreover. Expressing requests in passive voice shows t
44、he politeness, and it is more like to bring satisfactory results. Look at the following example:蚱Eg1. You did not enclose the price lists in your letter. 蚱The price lists were not enclosed in your letter蚱Eg2 .You fail to deliver the goods in time.蚱 The goods have not been delivered in time.蚱 Thirdly
45、, the subjective mood we used to express thoughts, wishes, suggestion, supposition or something contrary to tracts .it often in clues a reason .when a reason is presented .the negative letter is more like to be accepted by reader. subjunctive mood usually employs such conditional expression as l wis
46、h ,as if ,could ,might and so on .In the other hand ,subjunctive mild is able to transfer the negative un a projective way .let us look at the example:蚱We wish you would let us have the quotation soon.蚱We should be grateful if you would hold us with your suggestions.蚱3.4.1.2 Using Interrogative Sent
47、ences 蚱When the writer wants to express his or her own ideas and request to the reader, the writer can use interrogative sentences, besides using imperative sentences, because the interrogative sentences are more polite than imperative sentences.蚱Interrogative sentences are often used in persuasive
48、business letter .on the one hand .it is used in the paragraph to attract the readers attention, for it can win a little favor with the reader. On the other hand at us used at the end of the letter in order to ask for the readers cooperation .蚱Look the example:蚱Eg1.May we expert your check soon, and an inquiry regarding our new product? 蚱Eg2.Would you please let us know the item are still available/in stock?蚱The purpose of the sentence is to propose the action of the reader. The writer used the interrogative sentence to minimize the threat to the re