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1、The Application of Politeness Principle to Business Correspondence 摘要：英国学者G. N. Leech的礼貌原则不仅适用于口头语言，同样适用于书面语体。本文以该理论为依据，结合商务信函的特点，通过具体的实例分析了礼貌原则在商务信函中的运用和表现，认为，礼貌原则在现今商务信函中发挥着举足轻重的作用。 关键词：礼貌；礼貌原则；商务信函 Abstract: The Politeness Principle, which was proposed by the English scholar G. N. Leech, cannot b
2、e only applied to verbal language, but also to formal style. Based on this theory, together with the characteristics of business correspondence, this paper analyzes the application of politeness principle to business correspondence through specific examples. A conclusion is drawn that politeness pri
3、nciple plays an important role in modern business correspondence. Key words: polite; politeness principle; business correspondence 日常生活中，礼貌无处不在无时不在，并且在社会关系中发挥着重大的调节作用。礼貌是人类文明的标志，是人类社会活动的一条重要准绳。 迄今，许多西方学者诸如Lakoff (1973), Brown & Levinson (1978/ 1987), Leech (1983), Blum-Kulka (1990)等都对语言使用中礼貌,礼貌原则, 面
4、子, 威胁面子的言语行为等进行过有影响的讨论。在这些礼貌现象的研究当中，最具影响力的当推英国学者G. Leech的礼貌原则(Politeness Principles)以及P. Brown和S.C. Levinson的面子保全论 (Face-saving Theory)。 当今社会随着对外交流的不断扩大，国际商务往来也在向纵深方向发展，而作为其主要交流形式之一的商务信函越来越受到人们的广泛关注。作为联系客商的工具，一则好的商务信函除词汇、语法上准确无误外，在语气的选择与使用上也是十分讲究的，一般都注重礼貌的传达，只有如此方可博得对方的好感。虽然语用学中对礼貌现象的研究多以口头语言为主，但其理论
5、基础同样适用于书面语体。商务信函作为一种具有特定商务语境的书面语言形式，礼貌的表现十分显著。笔者拟就此现象探讨一下礼貌原则在商务信函翻译中的应用。 1. 礼貌和礼貌原则 1.1礼貌的定义 中国现代汉语中的“礼貌”源于古代的“礼”。据说文解字注： “礼，履也。所以事神致福也。从示，从丰。”由此看出，“礼”的本义是“事神致福”，是一种祭祀行为。然而，现代意义上的“礼貌”与古代的“礼”有着很大的差别。根据现代汉语词典的解释:礼貌，言语动作谦虚恭敬的表现。礼貌已不再作为维护现行社会等差的行为准则，而是作为不分差别，供人们效仿的行为规范。如“礼貌语言”、“礼貌待人”等便是关于言语行为，待人接物等行为的某
6、种规范。 转而看一下英语当中的礼貌。英语中的礼貌研究可以追溯到15至17世纪，根据牛津英语词源辞典：“一个讲礼貌的人需具文雅，诚恳的礼貌品质（of refined courteous manners）”。牛津高阶英汉双解词典（第四版）中对polite（礼貌的）这个词是这样定义的：having or showing that one has good manners and consideration for other people.由此可以看出无论是汉语还是英语当中的礼貌，“尊敬”、“敬意”都是其基本要素之一。 1.2 Leech礼貌原则综述 礼貌原则一直被视为语用学的一个重要内容。1967
7、年美国语言哲学家格莱斯提出了著名的“合作原则”。他把说话者和听话者在会话中共同遵守的准则概括为量的准则、质的准则、关系准则以及方式准则。这一原则提出之后，许多学者对此进行了深入的研究，发现其本身存在着某些缺陷，因为格莱斯提出的各条准则无论如何也难以囊括言语交际中所有的话语策略。在此情况下，礼貌、礼貌策略自然成了与语言使用、语言理解密切联系的因素。 R. Lakoff (1973) 曾试图将礼貌与合作原则整合起来，提出了“语用能力规则”(rules of pragmatic competence )，即礼貌策略。包括三个规则：别强求对方；给对方留有余地；让对方感觉友好。(Jaszczolt. 2
8、005: 26) 20世纪80年代，英国语言学家Leech在“合作原则”的基础上，从修辞学、语体学的角度出发，提出了著名的“礼貌原则”。这一准则又可细分为六大准则，即： A. 得体准则(Tact Maxim)：减少表达有损于他人的观点 (a) 尽量少让别人吃亏； (b) 尽量多使别人受益。 B. 慷慨准则(Generosity Maxim)：减少表达利己的观点 (a) 尽量少让自己受益； (b) 尽量多让自己吃亏。 C. 赞誉准则(Approbation Maxim)：减少表达对他人的贬低 (a) 尽量少贬低别人； (b) 尽量多赞誉别人。 D. 谦逊准则(Modesty Maxim)：减少对
9、自己的赞誉 (a) 尽量少赞誉自己； (b) 尽量多贬低自己。 E. 一致准则(Agreement Maxim)：减少自己与别人在观点上的不一致 (a) 尽量减少双方的分歧； (b) 尽量增加双方的一致。 F. 同情准则(Sympathy Maxim)：减少自己与他人在感情上的对立 (a) 尽量减少双方的反感； (b) 尽量增加双方的同情。（何自然,冉永平. 2002:1234） 简言之，Leech礼貌原则的核心内容就是尽量使自己吃亏，而使别人获益，以便取得对方好感，从而使交际顺利进行，并使自己从中获得更大的利益。礼貌原则可以看作是合作原则的补充，而Leech则更进一步认为礼貌原则“拯救”了合
10、作原则。就某种程度而言，较之合作原则，礼貌原则具有更广泛的适用范围。 2. 商务信函的特点 商务信函是商贸活动中的一种重要通讯方式，其内容常常是一种 业务安排、一项协议、一个合同的证件，等等。商务信函属于比较拘谨正式的公文体，行文端正、用字洗练，一般遵守商业英语的写作原则，即七“C”原则：correctness（正确）、conciseness（简练）、clearness（清楚）、completeness（完整）、concreteness（具体）、courtesy（礼貌）、consideration（体谅）。（王治奎. 2002: 265）由此，笔者总结出商务信函具有如下特点： 准确完整。商务信
11、函涉及到买卖双方的权利、义务和利害关系，必须准确。内容上要力求完整具体，以便及时得到对方迅速准确的反应。同时，由于这种信函实际上已具备某种法律效力，一旦发出对双方都将具有约束力，如果不完整周详很可能引起不必要的纠纷。 清晰简洁。商务信函要写得清楚明白，避免模糊艰涩，同时又要言简意赅，避免罗嗦及不必要的重复。 礼貌体谅。礼貌是书写商务信函的基本原则。写信避免居高临下、命令和粗鲁，顾及对方的要求、愿望和情感等，着重“正面地”、“肯定地”谈问题，尽量避免“否定地”谈问题。 3. 礼貌原则在商务信函中的应用 在上面的篇章中已经详细阐明了Leech的礼貌原则，分为六大准则：策略（得体）准则、慷慨准则、赞
12、誉准则、谦逊准则、一致准则、同情准则。这些准则解释了为什么有的交际语言比较礼貌，有的不那么礼貌。当然这并不意味着最礼貌的形式总是最合适的，因此在商务信函的写作翻译中我们也要这样对待。 策略准则和慷慨准则。这两项准则常用于指令和承诺，对于咨询信息、发盘还盘、商议付款条件、索取免费产品以及就赔付方式进行交涉等方面比较适用。如： Should you desire, we would be pleased to send you catalogs together with export prices and estimated shipping costs for these items. (若贵
13、方需要，本公司将乐意寄上目录以及这些项目的出口价格以及预估的运输费。) We should be obliged if you would let us have some names and addresses of likely importers of good standing from your customers, together with brief credit reports on them. (如蒙告知你们客户中你们认为可靠的进口商号的名称和地址，并附来他们的资信简报，将十分感谢。) 以上两则例子从不同侧面体现了尽量令对方受益、自己吃亏的礼貌精神。如，“Should yo
14、u desire, we would be pleased to”(若贵方需要，本公司将乐意)以及“We should be obliged if you”(如蒙将十分感谢)这可以视作是典型的“you-attitude”(对方态度)的书写方式。它从对方立场出发看待事情，淡化了以第一人称写作的主观立场，使对方最大限度受益。 赞誉准则和谦逊准则。这两项准则要求尽量减小对别人的贬损，夸大对别人的赞扬以及缩小对自己的赞扬，夸大对自己的贬损。在商务信函中这两项准则常见于试探合作意向、商谈合作细节，或是感谢信当中。如： We were pleased to know from your letter of
15、 24th October of your interest in our products and enclose the catalogue and pricelist asked for. Also enclosed you will find details of our conditions of sale and term of payment. (奉读10月24日来函，欣悉你们对我们的产品有兴趣。兹附上你们所要求的商品目录和价目表，并附上我们的售货条件和付款方式。) 一致准则。根据这一原则，贸易双方应尽量扩大一致，减少分歧。因此，这一准则对于我们写作关于投诉、谴责这一类型的书信回
16、函很有帮助。 We have gone into the matter and we are prepared to make you a reasonable compensation, but not the amount you claimed, because we cannot see why the loss should be 50% more than the actual value of the goods. 写信人在指出对方索赔金额数目不合理之前首先表明愿意承担相应责任，目的在于尽量消除谈判的障碍，从而扩展了双方的一致，确保了合作的顺利进行。 同情准则。与一致准则相似，同
17、情准则也要求尽力缩小自身对他人的感情对立，增加自己对他人的同情。如： At any rate, we deeply regret to learn from you about this unfortunate incident and should it be necessary we shall be pleased to take the matter up on your behalf with the shipping company concerned. 以上这一事例真切表达了贸易一方对遭受损失一方的慰问及希望给予对方帮助之意，充分体现了同情准则的要求。 以上截取的这一些商务信函的
18、例子都具备了成功沟通的条件，而且所反映出的礼貌现象也恰是Leech礼貌原则具体体现。 4. 结语 基于上文分析，Leech的礼貌原则不仅是对语用学的重大贡献，而且对商务信函的书写及翻译具有重要的意义。一封礼貌的商务信函重视对方观点、尊重对方权利、迎合对方心理，因而能产生令人愉快的感觉，从而促成和扩大商贸往来。据此笔者认为，在具体的商务信函的写作中应重视礼貌原则的应用，以期达到最佳商业效果。 R参考文献 1 Hickey, Leo. (ed.) The Pragmatics of Translation. Shanghai Foreign Language Education Press, 20
19、01. 2 Jaszczolt, K. M. Semantics and Pragmatics-Meaning In Language and Discourse. Peking University Press, 2005. 3 Leech, G. N. Principles of Politeness. London and New York: Longman, 1983. 4 何兆熊. 新编语用学概要M. 上海: 上海外语教育出版社, 2000. 5 何自然, 冉永平. 语用学概论（修订本）M. 长沙: 湖南教育出版社, 2002. 6 金立. 合作与会话-合作原则及其应用研究M. 北京
20、: 中国社会科学出版社, 2005. 7 姜望琪. 语用学-理论及应用M. 北京大学出版社, 2000. 8 林旭涛. 浅析语用礼貌在对外经贸英语函电中的运用J. 广州广播电视大学学报. 2005, (2): 51-5. 9 李露营, 李天梅. 外贸函电中的合作原则和礼貌原则J. 渝西学院学报（社会科学版）. 2004, (1): 62-4. 10 梅桂能. 当代外贸信函英语的礼貌原则J. 中国科技翻译. 2004, (1): 29-31. 11 王治奎(主编). 大学汉英翻译教程M. 山东大学出版社, 1997. 12 章云燕. 浅谈Leech的礼貌原则在商业书信上的运用J. 泰山乡镇企业职
21、工大学学报. 2005, (2): 27-8. 13 张迪, 张爱华(主编). 实用英语教你写-商务信函M. 北京航空航天大学出版社, 2004. 篇一：英语名言警句学习(带中文翻译)英语名言警句a bad conscience is a snake in ones heart.做贼心虚。a bad workman quarrels with his tools.拙匠常怨工具差。a bird in the hand is worth two in the bush.双鸟在林不如一鸟在手。a bird is known by its note, and a man by his talk.闻其歌
22、知其鸟，听其言知其人。a blind man who leans against a wall imagines that its the boundary of the world.坐井观天。absence sharpens love, presence strengthens it.相聚爱益切，离别情更深。a burnt child dreads the fire.一朝被蛇咬，十年怕井绳。accidents will happen.天有不测风云。a clean hand wants no washing.身正不怕影子斜。a clear conscience is a soft pillow
23、.问心无愧，高枕无忧。a clear conscience is a sure card.光明磊落，胜券在握。a clear conscience laughs at false accusations.白日不做亏心事，夜半敲门心不惊。a clear fast is better than a dirty breakfast.宁为清贫，不为浊富。a close mouth catches no flies.病从口入，祸从口出。a cock is valiant on his own dunghill.夜郎自大。同仇敌忾。a contented mind is perpetual feast.知
24、足常乐。actions speak louder than words.事实胜於雄辩。admonish your friends in private, praise them in public.在私底下要忠告你的朋友，在公开场合又表扬你的朋友。a fair face may hide a foul heart.人不可貌相。a faithful friend is hard to find.益友难得。a fall into the pit, a gain in your wit.吃一堑，长一智。否极泰来。after black clouds, clear weather.否极泰来。after
25、 death, the doctor.放马后炮。a good appetite is a good sauce.饥不择食。a good example is the best sermon.身教胜似言教。好的相貌就是一封推荐的介绍信。a good fame is better than a good face.好的名望胜於好的相貌。a good friend is my nearest relation.良友如近亲。a good marksman may miss.智者千虑，必有一失。a good maxim is never out of season.至理名言不会过时。a good med
26、icine tastes bitter.良药苦口，忠言逆耳。a good winter brings a good summer.瑞雪兆丰年。a happy heart makes a blooming visage.心花怒放，笑逐颜开。a hero is known in the time of misfortune.时势造英雄。a lazy youth, a lousy age.少壮不努力，老大徒伤悲。ale will make a cat speak.酒后吐真言。a little is better than none.聊胜於无。a little leak will sink a gre
27、at ship.千丈之堤溃於蚁穴。a little neglect may breed great mischief.小不忍则乱大谋。a little spark kindles a great fire.星星之火，可以燎原。a little wind kindles, much puts out the fire.适可而止，过犹不及。all covet, all lose.贪多必失。all is fair in war.兵不厌诈。all is not gold that glitters.闪光的东西并不都是黄金。all roads lead to rome.条条道路通罗马。all shall
28、 be well, jack shall have jill.有情人终成眷属。all the treasures of the earth would not bring back one lost moment.机会失去不再来，千贯万贯难赎回。all things are easy that are done willingly.做事乐意，诸事容易。all things are obedient to money.有钱能使鬼推磨。a maiden with many wooers often chooses the worst.少女有了许多求婚者往往选中了最差的一个。a man apt to
29、 promise is apt to forget.轻诺者易忘。a man can not spin and reel at the same time.一心不能二用。a man cannot whistle and drink at he same time.一心不能二用。a man has two ears and one mouth that he may hear much and speak little.人有两只耳朵一张嘴，就是为了多听少说话。路遥知马力，日久见人心。a man may dig his grave with his teeth.祸从口出。a man may lead
30、 a horse to the water, but he cannot make him drink.牵马到河易，强马饮水难。a man may love his house well without riding on the ridge.有宝何必人前夸。a match will set fire to a large building.星星之火，可以燎原。ambition never dies until there is no way out.不到黄河心不死a miss is as good as a mile.失之毫厘，差之千里。among the blind the one-eye
31、d man is king.山中无老虎，猴子称霸王。a near friend is better than a far-dwelling kinsman.远亲不如近邻。an enemys mouth seldom speaks well.狗嘴里吐不出象牙。祸不单行。a new broom sweeps clean.新官上任三把火。an hour in the morning is worth two in the evening.一日之计在於晨。an old physician, and a young lawyer.医生年老的好，律师年轻的俏。an optimist sees an opp
32、ortunity in every calamity; a pessimist sees a calamity in every opportunity. 乐观的人在灾难中看到希望；悲观的人在希望中看到灾难。an ounce of prevention is worth a pound of cure.预防胜於治疗。answer a fool according to his folly.以其人之道，还治其人之身。a penny saved is a penny earned.省钱就是赚钱。apparel makes the man.马靠鞍装，人靠衣装。appearances are dece
33、itful.人不可貌相，海水不可斗量。a road of a thousand miles begins with one step.千里之行始於足下。a rolling stone gathers no moss.滚石不生苔，转业不聚财。as a man sows, so he shall reap.种瓜得瓜，种豆得豆。a secret between more than two is no secret.两人以上知道的秘密就不算秘密。a servant is known by his masters absence.主人不在可以看出仆人的品行来。a silent tongue and tr
34、ue heart are the most admirable things on earth.缄默的嘴，真诚的心，是世界上最令人赞美的东西。a single spark can start a prairie fire.星星之火，可以燎原。a smart coat is a good letter of introduction.人要衣装，佛要金装。a smooth sea never made a skillful mariner.平静的海洋练不出熟练的水手。a sow, when washed; returns to the muck.江山易改，本性难移。as the old cock
35、crows, so doth the young.有其父必有其子。as the touchstone tries gold, so gold tries man.试金石可以试金，正如黄金可以试人。as the tree falls, so shall it lie.自作自受。as they sow, so let them reap.种瓜得瓜，种豆得豆。a still tongue makes a wise head.智者寡言。a stitch in time saves nine.小洞不补，大洞吃苦。a straight foot is not afraid of a crooked sho
36、e.身正不怕影子斜。a straw shows which way the wind blows.一叶便知秋。a stumble may prevent a fall.小惩大诫。as you make your bed so you must lie on it.自食其果。as you sow you shall mow.种瓜得瓜，种豆得豆。a tall tree catches the wind.树大招风。a tree is known by its fruit.观其行而知其人。a true friend is known in the day of adversity.疾风知劲草，患难知友
37、情。avarice blinds our eyes.财迷心窍。avarice increases with wealth.越富越贪。a wanderer who is determined to reach his destination does not fear the rain. 决心赶到目的地，浪汉何惧雨来淋。a watched pot is long in boiling.心急水不沸。a wilful man will have his way.有志者是竟成。a word spoken is an arrow let fly.一言既出，驷马难追。a word spoken is pa
38、st recalling.一言既出，驷马难追。bad workmen often blame their tools.拙匠常怪工具差。beauty is but skin-deep.红颜易变。beauty is in the eye of the gazer.情人眼里出西施。beauty lies in lovers eyes.情人眼里出西施。bees that have honey in their mouths have stings in their tails.口蜜腹剑。before gold, even kings take off their hats.有钱能使鬼推磨。beggar
39、s cannot be choosers.饥不择食。beggars must be no choosers.饥不择食。塞翁失马，焉知非福。be honest rather clever.诚实比聪明更要紧。being on sea, sail; being on land, settle.随遇而安。be just to all, but trust not all.要公正对待所有的人，但不要轻信所有的人。believe not all that you see nor half what you hear.眼见的不能全信，耳闻的也不能半信。be slow to promise and quick
40、 to perform.不轻诺，诺必果。be swift to hear, slow to speak.多听少说。better an empty purse than an empty head.宁可钱袋瘪，不要脑袋空。better an open enemy than a false friend.明枪易躲，暗箭难防。better good neighbours near than relations far away. 远亲不如近邻。between the cup and the lip a morsel may slip.功亏一篑。between two stools one falls
41、 to the ground.脚踏两头要落空。beware beginnings.慎始为上。big mouthfuls ofter choke.贪多嚼不烂。bind the sack before it be full.做事应适可而止。birds of a feather flock together.物以类聚，人以群分。birth is much, but breeding is more.出身固然重要，教养更且重要。bite off more than one can chew.贪多咽不下。bite the hand that feeds one.恩将仇报。bitter pills may
42、 have wholesome effects.良药苦口利於病。blind men can judge no colours.不宜问道於盲。blood is thicker than water.血浓於水。bread is the staff of life.民以食为天。brevity is the soul of wit.言以简洁为贵。bring up a raven and hell pick out your eyes.养虎贻患。burn not your house to rid it of the mouse.投鼠忌器。burnt child dreads the fire.一朝被蛇
43、咬，十年怕井绳。business before pleasure.事业在先，享乐在后。business is business.公事公办。by doing we learn.经一事，长一智。by falling we learn to go safely.吃一堑，长一智。by others faults, wise men correct their own.他山之石，可以攻玉。by reading we eich the mind; by conversation we polish it. 读书可以使我门的思想充实，谈话使其更臻完美。篇二：英语名言名句(带翻译)1. the first s
44、tep is as good ashalf over. 第一步是最关键的一步。2. you never know your luck. 命运好坏不由己。3. the wealth of the mind is theonly wealth. 精神的财富是唯一的财富。4. you cant judge a tree by itsbark. 人不可貌相。5. bad times make a good man. 艰难困苦出能人。6. there is no royal road tolearning. 求知无坦途。7. doubt is the key to knowledge.怀疑是知识的钥匙。
45、 8. wasting time is robbing oneself.浪费时间就是掠夺自己。9. the best hearts are always thebravest. 心灵最高尚的人，也总是最勇敢的人。10. good is good, but bettercarries it. 精益求精，善益求善。11. honesty is the best policy. 诚实为上策12. conceit is the quicksand ofsuccess. 自负是成功的流沙。 13. he that makes a good war makesa good peace. 正义的战争创造持久
46、的和平。14. it is easy to be wise after theevent. 事后诸葛亮容易当。 15. he that makes a thing too fine,breaks it. 做事过于苛求，反把事情弄坏。16. the world is his who enjoys it.活着感到快乐，世界就属于你。 17. laugh and grow fat. 心宽体胖。 18. he is rich that has few wants.寡欲者富。19. truth and roses have thornsabout them.真理和玫瑰，身旁都有刺。 20. all things are difficult beforethey are easy.万事开头难。 21. where there is life, there ishope.留得青山在,不怕没柴少。 22. keep conscience clear,thennever fear.问心无愧，永无畏惧。 23. when youre good to others,youare best to yourself.