从对立统一的角度看语用原则在商务英语信函中的体现
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摘要
随着经济的发展和全球化的加速,世界越来越需要交流与沟通,在商业中更不例外。商业信件作为商业交流的手段之一,在建立和维持商业联系合作买卖与保持良好关系方面发挥着重要的作用。
然而成也萧何败也萧何,并非每封商业信件都会完美地体现自身的意义从而实现有效的沟通。在商务英语写作中有一些固有的写作原则。本文以7C原则为研究对象,然而这些原则并非是放之四海而皆准的真理,所以信函写作者或者商务英语学习者常常在基本掌握这些原则之后而苦于有时候写不出完美的信件来。他们把握不好什么时候可以违反这些原则而写出有效的信件,但并不影响商务关系或利益。有鉴于此,作者以语言学中的合作原则和礼貌原则理论为指导,用示例具体分析如何遵守和违反这些7C原则而写出真诚礼貌又具商业价值的信件。
作者先综述众学者在合作原则和礼貌原则方面的研究成果,再结合商业信件的写作原则,按照不同原则(完整、简洁、具体、清楚、礼貌、体谅和正确)举例分析如何遵守和违反这些原则,从而写出好的商业信件,实现有效沟通。对大量信函的分析表明:语言学中的合作原则和礼貌原则对商务信件写作有着重要的指导作用,应在商务实践中给予足够的重视并将其灵活运用。灵活是指依具体语境可以选择遵守或者违反一个或者几个原则来达到最佳的写作效果。所以,这两个语用原则在指导商务英语信函写作中存在着对立统一的关系。
With the development of economy and globalization, the world needs more and more communication, and the business field is not an exception. Business writing plays an important role in building and developing business relationships, cooperating with business partners, dealing with transactions, and maintaining goodwill.
However, not all of the business letters can fully serve their purposes---some of them may fail in playing their functions. Improper communication sometimes may cost the company the potential customers, which in turn will bring economic losses. In light of Cooperative Principle and Politeness Principle, the two important principles in pragmatics, the author analyzes the seven Cs of business writing by cases, and tries to show how to write polite and effective business letters to achieve effective communication, following or obeying one or more of the seven Cs.
The author first reviews the research on Cooperative Principle and Politeness Principle home and abroad, and then introduces the Cooperative Principle, Politeness Principle, and seven C principles. In the third part, the author analyzes the observing and violating of the seven C Principles as well as pragmatic principles from the angle of unity and contradiction, which is a philosophical law. Finally, she draws the conclusion: the two important principles in pragmatics are important guides in business letter writing, which deserves much more attention and should be flexibly exercised in daily practice. Here to use them flexibly means a writer can choose to observe or violate one or more of these maxims under principles in specific business writing according to the certain situation and communication purpose to achieve the best writing effect and to serve business communication. In all, the relation of unity and contradiction exists between Cooperative Principle and Politeness Principle when they guide the business writing.
然而成也萧何败也萧何,并非每封商业信件都会完美地体现自身的意义从而实现有效的沟通。在商务英语写作中有一些固有的写作原则。本文以7C原则为研究对象,然而这些原则并非是放之四海而皆准的真理,所以信函写作者或者商务英语学习者常常在基本掌握这些原则之后而苦于有时候写不出完美的信件来。他们把握不好什么时候可以违反这些原则而写出有效的信件,但并不影响商务关系或利益。有鉴于此,作者以语言学中的合作原则和礼貌原则理论为指导,用示例具体分析如何遵守和违反这些7C原则而写出真诚礼貌又具商业价值的信件。
作者先综述众学者在合作原则和礼貌原则方面的研究成果,再结合商业信件的写作原则,按照不同原则(完整、简洁、具体、清楚、礼貌、体谅和正确)举例分析如何遵守和违反这些原则,从而写出好的商业信件,实现有效沟通。对大量信函的分析表明:语言学中的合作原则和礼貌原则对商务信件写作有着重要的指导作用,应在商务实践中给予足够的重视并将其灵活运用。灵活是指依具体语境可以选择遵守或者违反一个或者几个原则来达到最佳的写作效果。所以,这两个语用原则在指导商务英语信函写作中存在着对立统一的关系。
With the development of economy and globalization, the world needs more and more communication, and the business field is not an exception. Business writing plays an important role in building and developing business relationships, cooperating with business partners, dealing with transactions, and maintaining goodwill.
However, not all of the business letters can fully serve their purposes---some of them may fail in playing their functions. Improper communication sometimes may cost the company the potential customers, which in turn will bring economic losses. In light of Cooperative Principle and Politeness Principle, the two important principles in pragmatics, the author analyzes the seven Cs of business writing by cases, and tries to show how to write polite and effective business letters to achieve effective communication, following or obeying one or more of the seven Cs.
The author first reviews the research on Cooperative Principle and Politeness Principle home and abroad, and then introduces the Cooperative Principle, Politeness Principle, and seven C principles. In the third part, the author analyzes the observing and violating of the seven C Principles as well as pragmatic principles from the angle of unity and contradiction, which is a philosophical law. Finally, she draws the conclusion: the two important principles in pragmatics are important guides in business letter writing, which deserves much more attention and should be flexibly exercised in daily practice. Here to use them flexibly means a writer can choose to observe or violate one or more of these maxims under principles in specific business writing according to the certain situation and communication purpose to achieve the best writing effect and to serve business communication. In all, the relation of unity and contradiction exists between Cooperative Principle and Politeness Principle when they guide the business writing.
引文
[1] Blum-Kulka, S. The metapragmatics of politeness in Israeli society. In Watts R. J., Ide, S., and Ehlich, K. (eds.), Politeness in Language: Studies in Its History, Theory and Practice. [M]. Berlin and New York: Mouton de Gruyter, 1992.
[2] Brown, P. & Levinson, S. Universals in Language Usage: Politeness Phenomena. In Goody, E. N. (ed.). Questions and Politeness: Strategies in social Interaction [C]. Cambridge: Cambridge University Press, 1978.
[3] Cheng Tongchun. International Business Correspondence in English [M]. Nanjing: Southwest University Press, 2001.
[4] Cole, P. & Morgan, J. (eds.). Syntax and Sematics 3: Speech Acts [M]. New York: Acdemic Press, 1975.
[5] Goffman, E. The Presentation of Self in Everyday Life [M]. NewYork: Doubleday, 1959
[6] Grice, H. P. Logic and conversation [A]. In Cole, P. & Morgan, J. (Eds.), Syntax and semantics, Vol. 3, Speech Acts [C]. New York: Academic Press, 1975.
[7] Grice, H. P. Studies in the Way of Words [M]. Beijing: Foreign Language Teaching and Research Press/ Harvard University Press, 2002.
[8] He Zhaoxiong. A New Introduction to Pragmatics [M]. Shanghai: Shanghai Foreign Language Education Press, 2000.
[9] He Zhaoxiong. Seltected Readings for Pragmatics [M]. Shanghai: Shanghai Foreign Language Education Press, 2003.
[10] He Ziran. Linguistic Politeness: Notes on Pragmatics [M]. Nanjing: Nanjing Normal University Press, 2007.
[11] Hu Zhuanglin & Jiang Wangqi. Linguistics: An Advanced Coursebook [M]. Beijing: Peking University Press, 2002.
[12] Hutchinson, T. & Waters, A. English for Specific Purposes: A learning-centered approach [M]. Cambridge: Cambridge University Press, 1987.
[13] Jiang Wangqi. Pragmatics: Theories and Applications [M]. Beijing: Peking University Press, 2000.
[14] Jiang Wangqi. Contemporary Pragmatics [M]. Beijing: Peking University Press, 2003.
[15] Jones, L. & Alexander, R. New International Business English [M]. Cambridge: Cambridge University Press, 2000.
[16] Lakoff, R. The Logic of Politeness: On Minding Your P’s and Q’s [A]. In Corum C. et al.(eds.) Papers from the Ninth Regional Meeting. Chicago Lingustic Society [C].Chicago: Chicago Linguistic Society, 1979.
[17] Lean, S. P. Pragmatics [M]. Beijing: Foreign Language Teaching and Research Press & Routledge, 2000.
[18] Leech, G. N. Principles of Pragmatics [M]. London: Longman, 1983.
[19] Levinson, S. C. Pragmatics [M]. Beijing: Foreign Language Teaching and Research Press/ Cambridge University Press, 2001.
[20] Lin, L. Business Correspondence: Letters, Faxes and Memos [M]. The United States of America: Addison-Wesley Publishing Company, Inc., 1993.
[21] Lu Mozhu. Communication in International Business [M]. Beijing: Foreign Trade Education Press, 1988.
[22] Mey, J. L. Pragmatics: An Introduction [M]. Beijing: Foreign language Teaching and Research Press, 2001.
[23] Mo Zaishu. Business English Writing [M]. Beijing: National Defense Industry Press, 2006.
[24] Shu Guanghui. Up-to-Date International Business Correspondence [M]. Beijing: Tsinghua University Press, 2007.
[25] Xian Xibiao. Business English Writing [M]. Beijing: High Education Press, 2003.
[26] Yan Chensong & Gao Hang. Pragmatics. Shanghai: Shanghai Foreign Language Education Press, 2005.
[27] Yule, G. The Study of Language [M]. Cambridge: Cambridge University Press, 1996.
[28] Zhao Weihua & Zhang Yanming. Business Writing [M]. Dalian: Dalian University of Technology Press, 2003.
[29]毕文艳.商务英语的语用研究和翻译策略[D].上海大学, 2006.
[30]陈桃秀.商务英语写作[M].北京:对外经济贸易大学出版社, 2007.
[31]方春祥.外贸函电[M].北京:中国人民大学出版, 2005.
[32]付树文.我国环境执法问题探析——以利益分析为视角[D].中国海洋大学, 2008.
[33]高航.礼貌现象研究评介[J].解放军外国语学院学报. 1996 (2).
[34]何兆熊.新编语用学概要[M].上海:上海外语教育出版社, 2000.
[35]何自然.语用学讲稿[M].南京:南京师范大学出版社, 2007.
[36]胡志雯.模糊语言在商务英语写作中的作用[J].湖南大学学报(社会科学版), 2002(82):184.
[37]胡志雯.语用原则在商务英语应用中的度范畴[D].湖南大学学报(社会科学版), 2003(17): 100.
[38]胡志雯.模糊语言在商务英语写作中的作用[M].廖瑛,莫再树.国际商务英语语言与翻译研究. (第二版).北京:对外经济贸易大学出版社, 2007.
[39]黄玉伽.语用原则在商务英语写作中的应用[J].科技信息(学术版) 2007(06).
[40]贾琰.实用商务英语文函写作[M].北京:化学工业出版社, 2001.
[41]李艳利.外贸英语函电[M].青岛:山东人民出版社, 2009.
[42]廖瑛,莫再树.国际商务英语语言与翻译研究[M].北京:机械工业出版社, 2005.
[43]廖瑛,莫再树.国际商务英语语言与翻译研究(第二版)[M].北京:对外经济贸易大学出版社, 2007.
[44]刘宜.英文商务书信中礼貌策略的研究[D].武汉大学, 2005.
[45]马东.合作与礼貌原则在外贸函电中的应用[J].攀枝花学院学报, 2005(22): 51.
[46]钱冠连.语用学的哲学渊源——西方语言哲学研究之三.外语与外语教学[J].1999(6).
[47]苏伟.论社会主义价值观与市场经济价值观的矛盾统一[J].四川大学学报(社会科学版),2006(03).
[48]汪文格.矛盾修辞中的对立与统一及其在商务英语中的应用[D].湖南大学, 2001.
[49]王虹,耿伟.外贸英语函电[M].北京:清华大学出版社, 2009.
[50]王萍,王洪建.英汉对照外贸应用文大全[M].北京:现代出版社, 1995.
[51]王素清.国际商务写作教程[M].北京:对外经济贸易出版社, 2001.
[52]翁凤翔.商务英语研究[M].上海:上海交通大学出版社, 2009.
[53]沃森.商务英语写作指南[M],鲁刚译.上海:上海世界图书出版公司, 2004.
[54]吴岩.从合作原则和礼貌原则的角度分析商务信件写作中否定信息的传递[D].对外经济贸易大学, 2005.
[55]叶兴国.商务英语教学探索[M].上海:上海交通大学出版社, 1997.
[56]尹小莹.外贸英语函电[M].西安:西安交通大学出版社, 1997.
[57]赵玉凤.商务英语函电中的语用原则及其应用[J].商业现代化, 2007(02Z): 49.
[58] Patterns of English Correspondence. 28th Nov., 2009.
[59] Unity of Opposites. Modified on 8th Dec., 2009. 10th Dec., 2009.
[60] Unity of Opposites.20th Dec., 2009.
[2] Brown, P. & Levinson, S. Universals in Language Usage: Politeness Phenomena. In Goody, E. N. (ed.). Questions and Politeness: Strategies in social Interaction [C]. Cambridge: Cambridge University Press, 1978.
[3] Cheng Tongchun. International Business Correspondence in English [M]. Nanjing: Southwest University Press, 2001.
[4] Cole, P. & Morgan, J. (eds.). Syntax and Sematics 3: Speech Acts [M]. New York: Acdemic Press, 1975.
[5] Goffman, E. The Presentation of Self in Everyday Life [M]. NewYork: Doubleday, 1959
[6] Grice, H. P. Logic and conversation [A]. In Cole, P. & Morgan, J. (Eds.), Syntax and semantics, Vol. 3, Speech Acts [C]. New York: Academic Press, 1975.
[7] Grice, H. P. Studies in the Way of Words [M]. Beijing: Foreign Language Teaching and Research Press/ Harvard University Press, 2002.
[8] He Zhaoxiong. A New Introduction to Pragmatics [M]. Shanghai: Shanghai Foreign Language Education Press, 2000.
[9] He Zhaoxiong. Seltected Readings for Pragmatics [M]. Shanghai: Shanghai Foreign Language Education Press, 2003.
[10] He Ziran. Linguistic Politeness: Notes on Pragmatics [M]. Nanjing: Nanjing Normal University Press, 2007.
[11] Hu Zhuanglin & Jiang Wangqi. Linguistics: An Advanced Coursebook [M]. Beijing: Peking University Press, 2002.
[12] Hutchinson, T. & Waters, A. English for Specific Purposes: A learning-centered approach [M]. Cambridge: Cambridge University Press, 1987.
[13] Jiang Wangqi. Pragmatics: Theories and Applications [M]. Beijing: Peking University Press, 2000.
[14] Jiang Wangqi. Contemporary Pragmatics [M]. Beijing: Peking University Press, 2003.
[15] Jones, L. & Alexander, R. New International Business English [M]. Cambridge: Cambridge University Press, 2000.
[16] Lakoff, R. The Logic of Politeness: On Minding Your P’s and Q’s [A]. In Corum C. et al.(eds.) Papers from the Ninth Regional Meeting. Chicago Lingustic Society [C].Chicago: Chicago Linguistic Society, 1979.
[17] Lean, S. P. Pragmatics [M]. Beijing: Foreign Language Teaching and Research Press & Routledge, 2000.
[18] Leech, G. N. Principles of Pragmatics [M]. London: Longman, 1983.
[19] Levinson, S. C. Pragmatics [M]. Beijing: Foreign Language Teaching and Research Press/ Cambridge University Press, 2001.
[20] Lin, L. Business Correspondence: Letters, Faxes and Memos [M]. The United States of America: Addison-Wesley Publishing Company, Inc., 1993.
[21] Lu Mozhu. Communication in International Business [M]. Beijing: Foreign Trade Education Press, 1988.
[22] Mey, J. L. Pragmatics: An Introduction [M]. Beijing: Foreign language Teaching and Research Press, 2001.
[23] Mo Zaishu. Business English Writing [M]. Beijing: National Defense Industry Press, 2006.
[24] Shu Guanghui. Up-to-Date International Business Correspondence [M]. Beijing: Tsinghua University Press, 2007.
[25] Xian Xibiao. Business English Writing [M]. Beijing: High Education Press, 2003.
[26] Yan Chensong & Gao Hang. Pragmatics. Shanghai: Shanghai Foreign Language Education Press, 2005.
[27] Yule, G. The Study of Language [M]. Cambridge: Cambridge University Press, 1996.
[28] Zhao Weihua & Zhang Yanming. Business Writing [M]. Dalian: Dalian University of Technology Press, 2003.
[29]毕文艳.商务英语的语用研究和翻译策略[D].上海大学, 2006.
[30]陈桃秀.商务英语写作[M].北京:对外经济贸易大学出版社, 2007.
[31]方春祥.外贸函电[M].北京:中国人民大学出版, 2005.
[32]付树文.我国环境执法问题探析——以利益分析为视角[D].中国海洋大学, 2008.
[33]高航.礼貌现象研究评介[J].解放军外国语学院学报. 1996 (2).
[34]何兆熊.新编语用学概要[M].上海:上海外语教育出版社, 2000.
[35]何自然.语用学讲稿[M].南京:南京师范大学出版社, 2007.
[36]胡志雯.模糊语言在商务英语写作中的作用[J].湖南大学学报(社会科学版), 2002(82):184.
[37]胡志雯.语用原则在商务英语应用中的度范畴[D].湖南大学学报(社会科学版), 2003(17): 100.
[38]胡志雯.模糊语言在商务英语写作中的作用[M].廖瑛,莫再树.国际商务英语语言与翻译研究. (第二版).北京:对外经济贸易大学出版社, 2007.
[39]黄玉伽.语用原则在商务英语写作中的应用[J].科技信息(学术版) 2007(06).
[40]贾琰.实用商务英语文函写作[M].北京:化学工业出版社, 2001.
[41]李艳利.外贸英语函电[M].青岛:山东人民出版社, 2009.
[42]廖瑛,莫再树.国际商务英语语言与翻译研究[M].北京:机械工业出版社, 2005.
[43]廖瑛,莫再树.国际商务英语语言与翻译研究(第二版)[M].北京:对外经济贸易大学出版社, 2007.
[44]刘宜.英文商务书信中礼貌策略的研究[D].武汉大学, 2005.
[45]马东.合作与礼貌原则在外贸函电中的应用[J].攀枝花学院学报, 2005(22): 51.
[46]钱冠连.语用学的哲学渊源——西方语言哲学研究之三.外语与外语教学[J].1999(6).
[47]苏伟.论社会主义价值观与市场经济价值观的矛盾统一[J].四川大学学报(社会科学版),2006(03).
[48]汪文格.矛盾修辞中的对立与统一及其在商务英语中的应用[D].湖南大学, 2001.
[49]王虹,耿伟.外贸英语函电[M].北京:清华大学出版社, 2009.
[50]王萍,王洪建.英汉对照外贸应用文大全[M].北京:现代出版社, 1995.
[51]王素清.国际商务写作教程[M].北京:对外经济贸易出版社, 2001.
[52]翁凤翔.商务英语研究[M].上海:上海交通大学出版社, 2009.
[53]沃森.商务英语写作指南[M],鲁刚译.上海:上海世界图书出版公司, 2004.
[54]吴岩.从合作原则和礼貌原则的角度分析商务信件写作中否定信息的传递[D].对外经济贸易大学, 2005.
[55]叶兴国.商务英语教学探索[M].上海:上海交通大学出版社, 1997.
[56]尹小莹.外贸英语函电[M].西安:西安交通大学出版社, 1997.
[57]赵玉凤.商务英语函电中的语用原则及其应用[J].商业现代化, 2007(02Z): 49.
[58] Patterns of English Correspondence. 28th Nov., 2009.
[59] Unity of Opposites. Modified on 8th Dec., 2009. 10th Dec., 2009.
[60] Unity of Opposites.20th Dec., 2009.