Abstract.This thesis takes Leech’s Politeness Principle(PP) as the theoretical framework to reveal how the politeness is achieved in competitive letters. The thesis uses the case analysis as research method to demonstrate how PP guides the use of polite language in competitive letter writings at different levels, namely, at lexical, syntactic and discourse level.
Key words： politeness strategies； Politeness Principle；competitive letters
1.Introduction
The competitive letters are competitive in nature, that is, the writer mainly focuses on persuading the reader to accept his or her idea or take action as requested by the writer. Therefore, it is significant that the writer takes into account the reader’s benefits and interest so that the goal of persuading the reader to take action can be achieved. Competitive letters may include request letters, collection letters, sales letters, etc. As the nature of the letter is impolite, it is important to use strategies to make the letters sound polite and less threatening.
To make the competitive letters effective, politeness is an important decisive factor determining what language to use and what structure to follow. This thesis intends to adopt Leech’s Politeness Principle (PP) as the theoretical framework to analyze competitive business English letters by case study method.
2.Theoretical Framework―Leech’s Politeness Principle
Leech’s PP deals with the relationship between two involvers in communication, namely, self and other. He models after Grice’s CC, and he divides the politeness principle into a number of maxims.
1) Tact Maxim
a. Minimize cost to other.
b. Maximize benefits to other.
2) Generosity Maxim
a. Minimize benefits to self.
b. Maximize cost to self.
3) Approbation Maxim
a. Minimize dispraise of other.
b. Maximize praise of other.
4) Modesty maxim
a. Minimize praise of self.
b. Maximize dispraise of self.
5) Agreement Maxim
a. Minimize disagreement between self and other.
b. Maximize agreement between self and other.
6) Sympathy Maxim
a. Minimize antipathy between self and other.
b. Maximize sympathy between self and other.
The six maxims explain asymmetries. Tact Maxim and Generosity Maxim go in pair, both of which fall into cost-benefit scale; and Approbation Maxim and Modesty Maxim go in pair both of which fall into praise-dispraise scale. The agreement Maxim deal with the scales of disagreement, and Sympathy Maxim deals with the scale of sympathy. However, the statuses of the six maxims are unequal. According to Leech, Tact Maxim is more powerful and important. That well demonstrates that other is more important than self in politeness. Besides, the sub-maxims are less powerful than the maxims, which demonstrate that the negative politeness is more important in politeness.
3.Application of Politeness Principle in Competitive Letters
The thesis will focus on how the six maxims can be used to explain the politeness strategies in English business letters.
3.1.Application of Politeness Principle at lexical level
3.1.1 Avoiding using you-attitude language
In competitive letters, which are usually conveying negative information, it is better to avoid you-language. According to Leech’s PP, when the speech act is a cost and a complaint to the receptor, it is rude and unacceptable to employ you-language to put blames on the reader directly even though it is justifiable to do that. You-language may damage the interpersonal relationship and hurt the good intention.
You have repeatedly ignored our written requests for payment of the above-noted invoice and you have not contacted us with any explanation. (Sample Letter 1)
The sentence is at the beginning of the collection letter, urging the reader to pay the invoice. However, the tone of blaming the reader is quite evident with you-language. Although the blame goes to the reader who fails to act according to the request of paying the in-voice, the letter is quite impolite and even rude. It is likely that the reader would once again ignore the request. Obviously, it violates Leech’s Tact Maxim of minimizing the cost to other and Approbation Maxim of minimizing dispraise. The suggested revision would be:
It is a pity that our written requests for payment of the above-noted invoice have been repeatedly ignored and that no contact with us has been made.
3.1.2 Using positive words
I should be grateful if you would send us your brochure and price list about your translation services. I look forward to hearing from you. (Sample Letter 2)
In the letter requesting for translation brochure and price list, the writer uses positive words and expressions to maximize the benefits to the reader, such as “I should be grateful if you would…” and “look forward to”. Such positive words and expressions make the letter sound quite polite.
3.1.3 Avoiding using concrete words
Phoenix Designer Mall is one place where you can find everything from designer furnishings to jewellery. We believe in taking care that our customers have a wide range of designs they can choose from.
Here at Phoenix Designer Mall, we have exclusively designed sections to feature each of our products. Our latest products include designer watches from Titan and Quartz. Some of these watches have diamond lined rims while some others feature beautiful leather straps in varied hues. The most interesting part is that, we will be offering a 30% discount to our first 100 customers on any product that they wish to buy. (Sample Letter 3)
These sentences are drawn from a marketing letter, a kind of competitive letter. In the letter, both concrete words and general words are used on proper occasions, which make the letter sounds more polite. In the first two sentences in the first paragraph, the general words “everything” and “a wide range of” are used to leave the overall impressions that Phoenix Designer Mall is a perfect place. As a list of things and designs would cost readers a lot of time and energy, which is impolite, thus, the general words are used to minimize the cost to the reader. That follows Tact Maxim. However, when the writer specifies the latest products as the readers may have interest to know. In this sense, it maximizes the benefits to the reader. And in the last sentence, the concrete words “30% discount” and “first 100” are used to attend the readers’ needs. That also observes Tact Maxim.
3.1.4 Using negative conjunctions
We are fully aware that a matter like this slips one’s mind. It has happened to us, too. But you must realize that, from our point of view, it is more serious, we are sure that you understand this. (Sample Letter 4)
In the collection letter, the use of “but” mitigates the negative meaning and maximizes the agreement and sympathy to the reader. Before “but”, the writer shows his or her sympathy for the reader’s failure to pay the balance. By taking “but” to mitigate the negative effect, the writer conveys the seriousness of delaying the payment of balance.
3.1.5 Using modal auxiliaries
I would appreciate a time when we could get together to further discuss qualifications for this position. (Sample Letter 5)
In the letter applying for a job, the writer ends the letter with the modal auxiliaries “would” and “could”, which makes the letter sound polite and courteous. It can be seen that the writer has strong desire for the job. However, it is rude to impose the idea on the reader. By using the modal auxiliaries, the writer avoids the antipathy and minimizes the cost to the reader (that is, the feeling of being threatened in face when refusing the request). In this way, both Tact Maxim and Sympathy Maxim are observed.
3.2.Application of Politeness Principle at sentence level
3.2.1 Using passive voice
In the competitive and conflictive letters, which usually convey negative information, passive voice is preferable to make the letters polite. Passive voice can express the meanings in a roundabout and indirect way, and it undermines the role of actors. Therefore, the active voice is quite useful in letters such as compliant letter, refusal letter and claim letter.
We also were overcharged.
When we checked our bill, we were charged for all the plants (including the one we did not receive) AND the total was eight hundred and fifty dollars ($850), not the price you had quoted us.
I am told they will look after it. (Sample Letter 6)
These sentences are drawn from a compliant letter of overcharge and missing delivery. From the context of the letter, it can be seen that the writer is quite unsatisfied with the reader as the company not only overcharges him or her company but also negatively deals with the issue. Therefore, the writer makes a complaint. The writer uses passive voices frequently to release the tensions, minimize the dispraise and the disagreement. The Approbation Maxim and Agreement Maxim are observed. In this way, the politeness is achieved.
3.2.3 Using Affirmative structure
Affirmative structures refer to both affirmative sentences and phrases with affirmative meanings. Affirmative structure can express the meanings in a more friendly and polite way as such structures stress the positive respect. The affirmative structure highly emphasizes the benefits to the reader. Thus, the structure can evoke favorable reactions in readers, thus, promotes the business relationship.
Consequently, unless we receive payment in full by the end of the business day, August 30, 2005 we will have to take the unpleasant step of turning your account over to a professional collection agency (Sample Letter 7)
The sentence in a collection letter for invoice payment uses the negative structure, “unless…”. The message is a cost to the reader as the reader who fails to pay the invoice is encountered with the risk of being punished. The use of negative structure gives the impressions of assertiveness and threat, and it maximizes the cost to the reader, and arouses the reader’s antipathy. Therefore, the negative structure violates Tact Maxim of minimizing the cost to others and Sympathy Maxim of minimizing antipathy. The suggested revision would be, Once we receive payment in full by the end of the business day, August 30, 2005 we will abundant the decision of taking the unpleasant step of turning your account over to a professional collection agency.
3.2.4 Using subjective moods
Mood refers to the form of the verb that suggests the manner of how a particular action or state is conveyed. Generally speaking, mood falls into three groups: indicative mood, imperative mood and subjunctive mood. Among them, the subjunctive mood is the most polite and courteous. It is employed to convey thoughts like wishes, suggestions, suppositions or something running contradictory to the facts. Subjunctive mood usually takes in the form of “I wish”, “as if”, “could’, “would”, “might”, etc. As the subjunctive mood is to express the messages contrary to the facts, it can present the negative information positively. It is often used in the conflictive letters to make the letter sound more polite.
It is quite possible that you might have been misled by anyone about which can be cleared through reconsideration. (Sample Letter 7)
The sentence in an appeal letter is to persuade the reader to reconsider the decision of cancelling the order. The message delivered is negative. Besides, there is a tone of compliant. By using the subjunctive mood “you might have…”, the writer minimizes the dispraise to the reader and maximize the agreement. in this since, the use of subjunctive mood observes Approbation Maxim and Agreement Maxim. Hence, the politeness is achieved.
3.2.5 Using Interrogative sentences
Interrogative sentences are frequently found in conflictive letters. The typical one is the persuasive business letter. It is often used at the outset of the letter to attract the reader’s attention; it is often used to end the letter to persuade the readers to take action. As the conflictive letters are costs to the readers, the use of interrogative sentences mitigates the effect of imposition, and minimizes the cost to reader.
To prevent us from taking the final step of turning this matter over to a collection agency, could you please make payment in full by the end of the business day, Friday August 30, 2005. (Sample Letter 8)
In the collection letter, the writer is urging the reader to pay the invoice. It is a cost to the reader. It is impolite to force the reader to pay for the invoice. By using interrogative sentence, “could you please make payment in full by the end of the business day, Friday August 30, 2005”, the goal of minimizing the cost to the reader, hence, the Tact Maxim is achieved.
3.3.Application of Politeness Principle at discourse level
Sample letter 91
To,
Mr Smith,
ABD Corp,
Respected Mr. Smith,
Subject: An Offer too Good to Refuse!!!
Before you roll your eyes thinking, ‘Oh God! Not another one!’, and chuck this into a bin, just read a few of the lines below.
Imagine the mellow sun and the grainy sand. Imagine the soft rolling of the waves of the sea. Those beautiful sunsets in the evening. Watching all of this in the lap of luxury, sipping your choicest drink.
Imagine a week’s getaway from it all. The traffic noise to wake you up, that crazy drive to work the yelling and screaming at work and at home. Imagine a place where you can sleep when you want, wake up when you want, do what you want, and live the way YOU want.
Sounds great doesn’t it?
Welcome to Really Amazing resorts. At RA resorts, we promise to deliver the best service, the best food, the BEST of everything for just for you.
Mr. Smith, our recent patron said, “I came here harrowed and troubled. But I go back a different man. The place and its natural beauty really changed me. I sure will be making the short trip from New Jersey to here next time my wife says I’m becoming too grumpy!”
And on account of our first anniversary, we’re giving you a 65% discount on rooms and 40% discount from normal price on food and beverages! So hurry. Call 1-800-Really Amazing to know more.
Thanking You.
The persuasive letter is a sales letter, aimed to persuade readers to visit Really Amazing resorts. The letter starts a really eye-catching and interesting statement, “Before you roll your eyes thinking, ‘Oh God! Not another one!’, and chuck this into a bin, just read a few of the lines below.” It frequently happens that the receptors would throw out the advertising brochures, thus, it is significantly important to grab the attention. To further retain the interest, the writer paints a picture of a luxurious and desirable life, with “mellow sun”, “the grainy sand”, “soft rolling of the waves of the sea”, “beautiful sunsets”, “sipping your choicest drink”, a life without hustles and bustles. And then the writer introduces Really Amazing resorts, hence, the real intention of the letter is to persuade the readers to go to RA resorts. For making the letter convincing, a testimony is used: Mr. Smith returns from RA resorts a totally different person. At last, the writer gives the detailed information, including price of room, food and beverage as well as the contact information. It can be seen that the letter is n line with the tact maxim in Leech’s politeness principle as the writer tries every means to maximize the receptor’s benefits. To summarize the structure of the letter, it follows the pattern of AICA, “A” for attention, “I” for interest, “C” for conviction, and another “A” stands for action. By the first A, the writer uses the funny and interesting statement; by I, the writer presents different kinds of benefits that visit to RA resorts can obtain; by C, the writer uses the testimony to convince the readers and by another A, the writer offers detailed information so as to propel the readers to take action. The approach of organizing the letter maximizes the benefits to the reader as the readers may get potential benefits of visiting RA resorts.
4.Conclusion
The study on the politeness strategies in competitive letters can stimulate the readers to pay close attention to how the politeness strategies are used under the guidance of politeness principle. As discussed, the use of politeness strategies at different levels can promote the business transaction in a large sense. Therefore, business English writers should use the politeness strategies properly. Practically, the research can direct the writings of business letters, which may increases the chances of success in communication. In addition, it can also promote the addressee"s understanding of why the addresser uses politeness strategies.
5.Acknowledgements
I would express my gratitude for my mother, my grandfather and all the ones I love and who love me. Without their supports, I couldn’t accomplish this paper. And I also thank for my father, who gave me a lot of love in the past twenty years.
6.References
[1]Brown, P. and Levinson, S. Politeness: Some universals in language usage. Cambridge: Cambridge University Press, 1987.
[2]Chiappini, F. Harris S. Requests and status in business correspondence. Journal of Pragmatics,1996, (28):635-662
[3]Gibson, J. W. and Hodgets, R. M. Business Communication: Skills and Strategies. New York: Harper & Row Publisher, Inc., 1990.
[4]Grice, Paul. Logic and Conversation, in Peter Cole and Jerry Morgan. eds., Syntax and Semantics, Vo1.3. Speech Acts. New York: Academic Press. 1975.
[5]Lakoff, R. “The Logic of Politeness; Or; Minding Your P’s and Q’s”. In Papers.from the 9th Regional Meeting of the Chicago Linguistic Society,1973, 292-305, Chicago: Chicago Linguistic Society.
[6]Leech, G. Principles of Pragmatics. London: Longman, 1983.
[7]Locher, Miriam A., Power and Politeness in Action: Disagreements in Oral Communication, New York: Mouton de Gruyter, 2004.
[8]Londo, Richard J. Common Sense in Business Writing. New York: Macmillan Publishing Co., Inc., 1982.
[9]Scollon R.&Scollon S. W. Intercultural Communication: A Discourse Approach, Beijing: Foreign Language Teaching and Research Press by arrangement with Blackwell Publisher’s Ltd., 1995.
[10]Watts et al. Politeness in Language: Studies in Its History, Theory and Practice. New York: Mouton de Gruyter, 1992.
[11]Yule, George. Pragmatics. Shanghai: Foreign Language Teaching and Research Press, 2000.
[12]Yule, George. The Study of Language. 2nd edition. Cambridge: Cambridge University Press, 1996.