Rationale
Studying pragmatics is a fascinating aspect of linguistics, particularly due to its practical implications for global communication A key topic within pragmatics is politeness strategy, which plays a crucial role in effective communication Mastery of politeness strategies enhances interpersonal interactions by reducing potential face threats associated with certain communicative acts According to Brown and Levinson (1987), politeness involves expressing the speaker's intention to mitigate these threats, thereby fostering smoother exchanges between individuals.
Politeness encompasses a range of social skills aimed at ensuring that all individuals feel validated during interactions According to Mills (2003), this behavior not only serves to protect the speaker's own image but also helps maintain the dignity of the person being addressed.
In today's technologically advanced world, communication extends beyond direct interaction, making business transactions more efficient than ever Business professionals can utilize emails to discuss needs and conduct transactions, with requests often posing a challenge due to their potential impact on the recipient While much research has focused on spoken language, this study aims to analyze the nuances of requesting in American business letters By examining the politeness strategies employed in written communication, the findings will enhance the understanding of pragmatics for learners of English as a second or foreign language, ultimately improving their competence in making requests.
Aims of the study
This study aims to analyze the politeness strategies employed by Americans when making requests in business letters Additionally, it seeks to identify the factors influencing the selection of these politeness strategies across various business contexts.
With the above aims, the objectives of this study are as follows:
- To explore what politeness strategies are often used to make request in business letters composed by Americans
- To find out what roles of the factors around to the effectiveness of requests
The research questions
In order to achieve the aims stated, the study is meant to find out the answer to 2 following research questions
1 What are the most frequent politeness strategies to make requests in business letters from Americans?
2 Are there differences on choosing the strategies in American business letters?
The scope of research
This study focuses on the politeness strategies in making request used in
American business letters often include various types of requests, but due to time and data constraints, this research specifically examines the key requests made between clients and suppliers.
The researcher selected 17 letters written by Americans, sourced from credible origins Ethical considerations were taken into account during this study, as some letters were obtained online while others were gathered from authentic American correspondence.
Significance of the study
This study aims to enhance the pragmatic competence of English learners in Vietnam, particularly focusing on politeness strategies for making requests in English correspondence By improving these skills, learners will benefit from more effective communication with international business partners Additionally, the research seeks to increase students' awareness of American business letter writing styles and the language used to convey attitudes towards others.
Design of study
The study consists of three parts
Part A, Introduction presents the rationale of the study, the aims, the research questions, the significances, the scope, the methodology and the design of study
Chapter I, Theoretical background: In this chapter, theoretical knowledge of politeness strategies and business letters is presented
Chapter II, Literature review: it deals with the literature review of some previous studies on the similar issue
In Chapter III, the research methodology is outlined, restating the research questions and detailing the data collection instruments and procedures employed in the study The analysis incorporates both qualitative and quantitative methods to effectively examine and interpret the collected data and findings.
Chapter IV presents the findings and discussions of the research, showcasing the results derived from data analysis This chapter critically examines these results in relation to existing theories, ultimately providing insightful conclusions based on the research conducted.
In the conclusion of Part C, we summarize the key findings of the study and offer valuable recommendations for teachers to enhance their writing instruction, as well as for learners to effectively improve their skills in composing English business letters This section provides a comprehensive overview of the research conducted and outlines suggestions for future studies in the field.
THEORETICAL BACKGROUND
The pragmatic scope of the study
Pragmatics is not too strange in linguistics studies in the last decades; it seems to be a hot trend which many linguists have concerns about
Pragmatics is a complex field that focuses on language use in context and interaction, as highlighted by Leiwo et al (1992), who argue that extra-linguistic factors cannot be ignored in pragmatic evaluations This discipline seeks to understand why individuals use language in specific ways and what they aim to achieve through it, emphasizing the functional aspects of language Halliday's functional view identifies key functions of language, such as the interpersonal function, which conveys attitudes and emotions while fostering relationships, and the role of non-linguistic factors in communication Pragmatics encompasses various features of language, including structure, vocabulary, and tone, offering insights that other linguistic disciplines may overlook Understanding concepts like politeness requires knowledge of foundational theories from scholars like Austin and Grice, whose contributions remain essential to the study of pragmatics.
According to Austin's speech act theory, every clause functions as a linguistic action, serving to convey information (stating), seek information (asking), or prompt action (ordering) An utterance's meaning encompasses three distinct aspects.
+ The locution is the basic act of an utterance or produces a meaningful linguistic expression
+ The illocution is force of the utterance, its function People do not create a meaningful sentence without any purpose
Perlocutionary effects refer to the impact that an utterance has on the listener For instance, the statement “It’s hot in here” can be interpreted as either a request to open a window or as a complaint regarding the lack of air conditioning.
Searle (1975) expands on Austin's theory by distinguishing between direct and indirect speech acts Direct speech acts occur when the structure of a sentence aligns with its intended function.
Declarative sentences are used to make assertions, interrogatives to pose questions, and imperatives to issue orders or requests However, the relationship between a sentence's form and its function is not always straightforward, highlighting the necessity of understanding indirect speech acts The illocutionary force of an utterance can differ from its syntactic structure, suggesting that language use often involves indirect communication Speech act theory acknowledges this indirectness but does not clearly explain how individuals interpret it.
A request is defined as a polite act of asking for something, categorized as a Directive, where the speaker expects the hearer to fulfill a desire (Hornby & Wehmeier, 1995) According to Assoc Prof Dr Nguyen Van Do (2000, 2004), there are notable similarities and differences in the content of requests used in English and Vietnamese.
Request to get the information
Request to get the help
Request to get the protection of God
Request someone ( the addressee) to do something
Although it has an assembly of the four contents in English and Vietnamese, it still has some different points because of the influence of different culture
Searle (1969) identifies five categories of speech acts, with requesting classified under Directives, defined as "an act of politely asking for something." In this context, the speaker anticipates that the hearer will take action based on the speaker's request.
“Won’t you kiss me goodbye”- ask for a kiss goodbye
“Will you leave me alone, will you” –ask the hearer to leave him/her alone
Requesting can be expressed in both direct and indirect forms, with indirect requests often preferred to maintain the hearer's positive self-image, as noted by Brown and Levinson (1987) A common method of making an indirect request involves phrasing it as a question about the hearer's capability, such as asking, "Can you?"
Indirect requests, such as "Could you?" or "Would you?", are widely accepted in English and many other languages This approach enhances politeness, allowing the speaker to appear courteous while giving the listener the freedom to respond as they choose.
A typical request comprises two primary components: the head act and additional elements, including the Alerter, Perspective, and Modification The head act serves as the essential unit of the request, while the Alerter functions to capture the listener's attention, such as using titles like Mrs or Ms The Perspective reflects the speaker's emphasis on their desire or wish within the request, highlighting the dominant intention behind the communication.
(1) Hearer perspective: Can you show me your driving license, please
(2) Speaker perspective: Could I see your driving license, please?
(3) Inclusive: Could we swap cars?
(4) Impersonal: Can one ask for a little quiet?
In summary, requests are a fundamental aspect of human communication, utilized in diverse contexts and styles The nature of a request varies based on its intended purpose, yet speakers consistently aim to enhance politeness through various strategies.
Theoretical background of politeness
Indirectness in language has garnered significant attention in pragmatics research due to its potential to cause misunderstandings Linguists are keen to explore the prevalence of indirect language use, often attributing it to the social nature of communication, which prioritizes interpersonal dynamics over message clarity Thomas (1983) identified politeness as a key factor influencing indirectness; however, it is important to recognize that politeness is not solely defined by the use of indirect language.
Politeness in language is a very complicated and controversial phenomenon
We need to separate the term politeness as a pragmatic phenomenon with the common view of politeness, polite behavior such as thanking or greeting
Politeness has emerged as a significant sub-discipline within pragmatics over the past few decades, with key concepts identified by Piirainen-Marsh (1995) that aid in understanding its dynamics The first concept, communicative goal, pertains to the desired outcomes a speaker aims to achieve through their utterances, while the second, strategies, refers to the methods employed to reach these goals Research in this area often emphasizes the social aspects of politeness and its role in goal-oriented communication This understanding aligns with the prevailing definitions of politeness accepted by linguists and utilized in current studies Prominent theories in linguistic politeness view it as a means of strategic conflict avoidance, as noted by scholars such as Kasper (1990), Thomas (1995), and Fraser (1990).
Politeness is a crucial aspect of language use that focuses on establishing and maintaining interpersonal relationships (Piirainen-Marsh, 1995) It serves as a tool to prevent offense and foster cooperation, contributing to successful communication When engaging with others, individuals strive to select the most appropriate way to express their thoughts, which varies depending on the specific context Thus, politeness is recognized as a fundamental force that shapes human interaction and interpersonal communication.
1.2.1 Brown and Levison‟s theory of politeness
Grice's framework is widely accepted as fundamentally correct, with the Cooperative Principle serving as a standard for effective communication Politeness often leads to deviations from conversational maxims in everyday interactions, aligning with Leech's perspective that politeness is a primary motivation for such violations Additionally, it is essential for speakers to explicitly convey their intention to be polite, as a failure to do so may be perceived as a lack of politeness.
“ Be quiet, please” – a request with the intention to be polite
“Quiet!”- a request without polite intention
However, this conclusion does not occur in variety of contexts and cultures, because indirectness is not the only way of conveying polite intentions
Face is a fundamental aspect of social identity, central to Brown and Levinson's theory, which builds upon Goffman's original concept It represents a social value that can be lost, damaged, maintained, or enhanced, requiring ongoing attention during interactions Additionally, face is categorized into two types: negative face, which emphasizes autonomy and freedom from imposition, and positive face, which focuses on the desire for approval and social connection.
Positive face: Positive face employs a person‟s wish to be approved
Negative face: it means a person‟s wish to have freedom of action and freedom from imposition
In social interactions, individuals have a mutual interest in preserving each other's face, which refers to their self-esteem and social identity When someone's face is threatened, they are likely to defend it, often at the expense of others' faces This dynamic suggests that maintaining face is in everyone's best interest, as it reflects a commitment to politeness and respect According to Brown and Levinson (1987), speakers typically prioritize the addressee's face unless they can achieve reciprocity in maintaining their own face without any cost.
Brown and Levison (1987) assert that face is a universal property influenced by cultural variations They highlight that different cultures perceive face-threatening acts differently and have distinct norms regarding who is entitled to face protection.
This article delves into Brown and Levinson's theory of politeness, focusing on key concepts such as face-threatening acts and various politeness strategies It will also address criticisms of their framework and reference earlier studies related to politeness.
Free Trade Agreements (FTAs) are often softened in daily interactions through the use of politeness strategies Politeness can be categorized into "positive politeness," which aims to foster a likable connection (e.g., using "please"), and "negative politeness," which seeks to respect personal space and minimize imposition (e.g., saying, "I know this is a terrible imposition") Linguistic acts can pose threats to an individual's social standing, known as face-threatening acts (FTA) (Brown & Levinson, 1987, p 65) Their classification of FTAs is visually summarized in Figure 1.
Figure 1 Face-threatening acts(Meier, 1995)
Meier (1995) highlights that both the speaker's and the addressee's face can be threatened, encompassing both positive and negative aspects The hearer's negative face is at risk from requests, orders, or offers, while the speaker's negative face may be threatened through acts of gratitude or acceptance Additionally, the speaker's positive face can be jeopardized by apologizing or accepting compliments, and the addressee's positive face can be impacted by the speaker's disapproval or criticism Notably, certain face-threatening acts (FTAs), like complaints and interruptions, can jeopardize both positive and negative face This perspective indicates that all linguistic acts possess the potential to be face-threatening, including those typically viewed as polite, such as offers or expressions of thanks, which can restrict the addressee's freedom of action (Piirainen-Marsh, 1995).
In order to avoid FTAs or minimize the threat participants use strategies which is considered as “politeness strategies” when communicating The strategies have two functions:
+ They are used to mitigate the threat when communicating to others
Effective communication strategies reflect the speaker's polite intentions, as noted by Brown and Levinson (1987) While these strategies are often subconscious, they can be employed consciously to influence others Three key social factors shape these communication strategies: social distance, which indicates the familiarity and solidarity between participants; the ranking of impositions, which assesses the seriousness of an act within a specific culture; and relative power, which highlights the asymmetrical relationship between the speaker and the hearer Understanding the degree of face risk associated with various actions is crucial for selecting the appropriate strategy.
Figure 2 Social factors affects the speaker‟s strategies in communication
Participants subjectively assess the degree of distance and power, which are influenced by cultural contexts and situational nuances (Brown & Levinson, 1987) The speaker's strategies and choices in communication are illustrated in Figure 3.
Figure 3 Possible strategies for doing face-threatening acts(Brown &
Positive politeness involves actions that acknowledge and enhance the addressee's positive face, fostering a sense of solidarity between the speaker and listener According to Nguyen Quang (2006), positive politeness encompasses both verbal and non-verbal communicative acts that demonstrate the speaker's concern for the addressee An example of this strategy can be observed in both Vietnamese and English, where speakers make an effort to notice and attend to the needs of the addressee.
Situation: you are talking to a colleague of yours in your office
Vietnamese: “ Chắc là cậu khát lắm nhỉ Làm tí nước cam nhé?
English : “You must be thirsty How about some orange juice ?”
Negative politeness involves redressive actions aimed at addressing the addressee's negative face, focusing on minimizing face-threatening acts (FTAs) Unlike positive politeness, which is more general, negative politeness is specific and emphasizes the speaker's intention not to impose on the addressee, allowing for freedom of action In Western cultures, negative politeness is highly developed, offering a conventionalized set of linguistic strategies for reducing face threats An example of a negative politeness strategy common in both English and Vietnamese is the use of conventionally indirect expressions.
Situation: you are talking to a colleague of yours in your office
English: “Why for God’s sake are you painting your house purple?”
Vietnamese: “ Đang yên đang lành sao lại đi sơn nhà màu tím thế này?”
Performing an act off-record involves indirect communication, allowing the addressee to interpret the speaker's meaning in various ways This approach enables the speaker to avoid directly stating their intentions, while the addressee has the option to disregard the speaker's true purpose According to Brown and Levinson's theory, there are 15 distinct off-record strategies that illustrate this form of communication.
LITERATURE REVIEW
Research on politeness to make requests in written language
Numerous studies on spoken language primarily utilize Brown and Levison's theory as a key analytical framework Their research indicates that requesting strategies can be categorized into three main types based on varying degrees of directness.
+ First, using the imperatives or performatives It is the most direct requesting strategies Eg: I am asking you to close the door
+ Second, conventional indirect strategies, an utterance asking the addressee‟s ability or willingness to do X Eg: Could you type the document?
+ Third, non-conventional indirect expression, such as hints Eg: This room is too dark to read It means that the speaker wants the addressee to open the window
In Brown and Levinson's theory, direct requesting strategies align with bald on record, while conventional indirectness corresponds to negative politeness strategies Additionally, non-conventional strategies relate to off-record strategies, highlighting the various ways individuals navigate communication and politeness in social interactions.
The Cross-cultural Speech Act Realization Project highlights that conventionally indirect strategies in requests are predominantly utilized in the studied language (Blum-Kulka & Olshtain, 1984) While learners can identify varying degrees of politeness in linguistic forms, their perceptions often diverge from those of native speakers (Kasper & Blum-Kulka, 1993) Ellis (1994b) notes that advanced learners generally have little difficulty distinguishing between polite and less polite forms; however, learners across all proficiency levels struggle with producing speech acts that are contextually appropriate.
Recent research has increasingly focused on politeness strategies in written language, a topic that has not received as much attention as in spoken language Scholars are exploring various written genres, often employing Brown and Levinson's theory as a foundational framework for their studies on politeness in written communication.
Myers (1989) examines scientific documents and identifies the use of the pronoun "we" as a positive politeness strategy that emphasizes solidarity among authors Additionally, he notes that passive voice and impersonal constructions serve as negative politeness strategies, helping to soften claims in scientific writing.
Research on business letters has revealed significant insights into linguistic choices related to power dynamics and relational stages Yeung (1997) conducted a quantitative analysis comparing English and Chinese business letters, finding that the size of an imposition significantly influences request strategies Pilegaard (1997) examined authentic business letters from native English speakers, discovering that politeness strategies shift based on the relationship between the writer and the recipient; initially, both positive and negative politeness are utilized, but as relationships develop, negative politeness becomes more prevalent Despite the importance of politeness strategies in written communication, studies have predominantly focused on spoken interactions This highlights a gap in research, prompting further exploration of politeness strategies in business letters as a critical area of pragmatics.
Business letters and making requests
Business letters are formal written communications exchanged between businesses, typically sent via postal services or couriers These letters originate from a sender, which can be an individual or a group, and are directed to a recipient, also known in the business context Examples of senders and recipients include various organizational roles and entities involved in professional correspondence.
staff member ôằ staff member
Letters serve multiple purposes, including persuasion, information sharing, invitations, apologies, requests, reminders, and introductions of products or individuals To write effectively, learners must first identify the type of letter and its intended purpose for the recipient (Lougheed, 2003).
This study examines the use of politeness strategies in making requests within English business letters, focusing on pragmatic elements The following section provides a detailed analysis of how requests are formulated in this context.
2.2.2 Making requests in English business letters
Requests in English business letters vary widely, originating from customers to suppliers, businesses to businesses, or employers to employees, tailored to the purpose and subject of the correspondence Unlike personal relationships, these requests are fundamental to business transactions, serving the mutual interests of the involved parties Consequently, it is essential to approach requests to business contacts with caution and consideration.
2.2.3 Some research on business letters
Research on business letters indicates a greater emphasis on lexical discourse and grammatical structures rather than on pragmatics, such as politeness strategies Nhung (2007) highlights that repetition is the most frequently used cohesive device in English business letters of enquiry, which plays a vital role in facilitating indirect communication Additionally, Huyen (2011) notes that grammatical metaphor is employed to effectively convey the writer's messages.
In conclusion, there is a notable lack of research on politeness strategies in business letters, particularly regarding making requests Most linguistics studies tend to overlook this important aspect To address this gap, the researcher aims to explore politeness strategies in English business letters written by Americans, enhancing the understanding of requesting as a pragmatic element This investigation will assist students who struggle with writing English business letters, enabling them to effectively employ appropriate politeness strategies.
METHODOLOGY
Research method
This study employs a systematic descriptive and contrastive analysis to explore politeness strategies in American business letters, specifically focusing on request-making To address the first research question, a secondary research approach utilizing descriptive methods was implemented For the second question, a contrastive analysis was conducted to identify the similarities and differences in how suppliers and customers employ politeness strategies when making requests in their correspondence.
This study aims to conduct a descriptive and contrastive analysis of politeness strategies employed in making requests within American business letters Utilizing both quantitative and qualitative approaches, the research examines various subsections related to the pragmatic aspects of these politeness strategies in American business correspondence.
Data collections
The article discusses a collection of seventeen letters written by Americans, including twelve letters from customers to suppliers requesting information about products and services, as well as placing orders Among these, one letter requests the cessation of a service Additionally, five letters from suppliers to customers seek feedback on products used, with one letter asking for missing information to be provided in an order The letters, some sourced from the Internet and others collected from real-life interactions, are anonymous to protect the identities of the writers and their companies.
This study analyzes data based on Brown and Levison’s politeness theory, focusing on the syntactic features used by Americans to make requests in business letters The collected data is processed both qualitatively and quantitatively, with selective examples illustrating various politeness strategies The author aims to identify the most frequently employed politeness strategies in American business correspondence and to explore the differences in these strategies when addressing specific recipients.
Data gathered from trustworthy sources undergoes statistical analysis through quantitative methods Initially, these data are computed and examined using statistical procedures to address the research questions effectively.
Each politeness strategy is illustrated by the extract of sentences from the letters in the study.
Data analysis
This research investigates the politeness strategies employed in making requests within English business letters written by Americans, specifically focusing on how these strategies mitigate face-threatening acts The study analyzes twelve letters from customers to suppliers, which include inquiries about product information, price lists, and urgent concerns, as well as a letter requesting the cessation of services Additionally, it examines five letters from suppliers to customers seeking feedback on their services or products.
The analysis will utilize Brown and Levison's revised 1987 model of politeness to examine the data It is important to note that face-threatening acts (FTAs) can be mitigated using various strategies beyond the primary head act These additional strategies, identified within the preceding sentence, following sentence, or within the same sentence outside the head act, are classified as supportive strategies.
Due to the main aims and objectives of the study, the followings procedures are for data analysis:
Stage 1: during the process of investigating, the politeness strategies to make requests used in business letters are described and analyzed Then, techniques such as comparison, contrastive analysis applied to find out a general picture about the politeness strategies used most
Stage 2: basing on the results from stage 1, the author has taken a careful contrastive analysis to find out the differences in using these strategies in each group, customers or suppliers.
Research procedures
This study employs a descriptive and analytical research methodology that integrates both qualitative and quantitative approaches It gathers data through customer and supplier correspondence, which is then systematically categorized into organized files for analysis.
The qualitative approach is employed to describe and analyze the data of the study The steps of the study are conducted in the order as follows:
- Finding out the American business letters in which has requests to the receivers, then categorize them
- Describing the politeness strategies used to make requests by analyzing the structures and phrases or expressions in each category in Brown and Levison‟s theory of politeness strategies
- Comparing and looking for the similarities and differences in using politeness strategies to make requests from suppliers and customers.
Summary
In this chapter, we provide a comprehensive overview of conducting research, focusing on two primary approaches: qualitative and quantitative research design Key methods employed during the research process include descriptive and comparative methods, which are essential for deriving study findings Additionally, relevant literature and resources are utilized to support the research outcomes.
Internet tools serve as essential resources for data collection and analysis This study focuses on identifying the most common politeness strategies employed by Americans in business letters when making requests It examines how the choice of strategies varies depending on the addressee To ensure the reliability and validity of the findings, letters are meticulously selected from credible sources.
FINDING AND DISCUSSION
Frequency of occurrence of politeness strategies to make request in
A recent study reveals that Americans employ various politeness strategies to soften their requests in communication In the analysis of business letters, both negative and positive strategies are utilized to mitigate face-threatening acts (FTAs), often in combination to enhance the effectiveness of communication The prevalence of these strategies varies across different groups, highlighting the nuanced approach Americans take in their request-making.
4.1.1 Requests from customers to suppliers
This section examines the politeness strategies employed in customer letters to suppliers, focusing on twelve specific requests for product information, price lists, and related inquiries Utilizing Brown and Levinson's theory, the analysis distinguishes between positive and negative politeness strategies to understand how customers effectively communicate their needs.
Some positive politeness makes up a remarkable high percentage, including the notice, attend the addressee, giving (ask for) reason, but exaggerate with addressee appears with a small number in the group (8%)
The data reveals that consumers express their interests in products while also demonstrating concern for the quality of suppliers' goods This approach accounts for 28% of the overall strategy.
Positive politeness, as defined by Brown and Levinson (1987), involves addressing the addressee's desire for politeness by highlighting similarities between the speaker's and the addressee's wants This approach aims to establish common ground between both parties, often utilizing phrases such as "let's" or "why don’t we," as well as personal address forms with "I," to mitigate face-threatening acts (FTAs).
When making a high Face Threatening Act (FTA) request, the speaker (S) can employ positive politeness strategies to safeguard the hearer's (H) positive face wants These strategies not only help mitigate the impact of the FTA but also serve as social accelerators, signaling S's desire to establish a closer relationship with H.
Levinson, 1987) To maintain positive face, (Brown & Levinson, 1987) suggest strategies which are summarized in the Appendix A
Brown and Levinson's theory of politeness strategies identifies 15 positive politeness strategies aimed at maintaining an individual's positive face Through research and observation, the author has identified several frequently used strategies that effectively establish positive face, particularly in the context of making requests.
# Strategy 1: Notice, attend to the addressee (his goods, interest, wants, needs)
A key strategy for effective communication involves recognizing and addressing the interests, desires, and needs of the listener Brown and Levison emphasize that speakers should pay attention to significant aspects of the listener's situation, including noticeable changes and valued possessions, which the listener may wish for the speaker to acknowledge and appreciate.
Example “You must be hungry, it is a long time since breakfast How about some lunch?”(Brown & Levinson, 1987)
Indirect communication in data reveals customers' concerns about products, highlighting the importance of supplier reliability in addressing all customer inquiries.
There are seven out of twelve customers show their interest in the products which they want to buy Some structures and phrases are showed their concerning about it:
Many customers express varying levels of interest in products, ranging from mild to strong enthusiasm In some instances, these consumers have already researched these products through various channels such as the Internet, magazines, or emails from suppliers This illustrates the effectiveness of a strategic approach to customer engagement.
(1) I am quite interested in your email about WhiteSmoke software ( Appendix 1)
(2)I searched on the Internet but I got information in bits and pieces.( Appendix 5)
(3) and I particularly enjoy your section on world resource and environmental issues (Appendix 6)
Thank you for sharing your latest ceramics catalog; I am interested in purchasing around 25 of the extra scorpion cups Additionally, I recently came across an advertisement for the Autumn 2006 dress collection in Elle magazine and would love to buy a dress from that collection.
(6)My team is considering using your new release of Omega Database Plus 1.0 as a key part of the system, (Appendix 14)
(7)We have read your promotional material and are very interested in using your product (Appendix 14)
This is often done with exaggerated intonation, stress and other aspects of prosodic, as well as with intensifying modifiers
For example “ How wonderful!”(Brown & Levinson, 1987)
The exaggerations are generally done with emphatic words and expressions such as for sure, really, exactly, extremely, absolutely, impressed, so, etc
The data reveals that a few instances of exaggeration directed at the recipients are present While this strategy is employed infrequently, with only two letters utilizing it, it nonetheless highlights the customers' interests in the products.
(8) , and I have always been impressed by quality of your articles and pictures (Appendix 6)
(9) Your vases and bowls are quite exquisite They look so realistic ( Appendix 10)
# Strategy 3: Giving(or ask for) reasons:
To effectively persuade someone, it's essential to provide a valid reason for your request, as this can significantly increase the likelihood of cooperation By giving a reason before making a request, you can create a context that encourages the other person to be more receptive This approach can even transform an off-cord reason into an on-cord request, ultimately leading to a more successful outcome.
“My little son is naughty He is taken my bike for a whole day, so I have to come to borrow your bike”
Out of twelve writers, six utilize a strategy to gather information from suppliers We are exploring the potential of your new product, WhiteSmoke software, for improving and refining English writing.
(11) Office Works is seeking a place to host our first awards banquet (Appendix 2)
(12) Yesterday’s newspaper had the advertisement of the scheme but did not give all the details,….I got information in bits and pieces (Appendix 5)
(13)I feel it would be a waste of resource to receive something that I will not use (Appendix 6)
(14) I did not get much information about the collection such as the price, colors, and materials of each dress (Appendix 13)
(15)To complete my operational budget I will need the following information:
…/ To submit my proposal to the finance…/ In keeping with long-standing policy we would like to place….( Appendix 16)
They are found in the data of letters from customers to suppliers The main negative politeness strategy is used in the research:
“This strategy gives redress to H‟s negative face by explicitly doubt that the condition for the appropriateness of S‟s speech act obtain”
Eg: You couldn't find your way to lending me a thousand dollars, could you?
So I suppose some help is out of the question, then?
There are three letters out of twelve letters found in the research which use the strategy in their letters to make requests to their suppliers
Brown and Levison (1987) suggest that employing subjective modal auxiliaries such as could, would, and might results in more polite and indirect requests compared to starting with can or will.
(16)Would the Garden Hotel be able to provide suitable accommodations for this event?( Appendix 2)
(17)Could you please give me further information? (Appendix 9)
(18)Could you please send me your catalogue of the collection? (Appendix 14)
In English, the use of if-clauses in requests serves as an effective hedging strategy (Blum-Kulka et al., 1989) This approach not only softens the request but also demonstrates the writer's appreciation for the recipient, particularly when asking for favors that may typically infringe upon the recipient's freedom of action.
In Vietnamese “ Nếu anh có thể thì xin hãy đọc báo cáo để cử tọa cùng nghe” “If possible, please read the report loudly”
Requests from supplier to customers
In business communication, suppliers also make requests to customers, highlighting a two-way interaction Five letters from suppliers to customers illustrate various requests, including feedback on products, order confirmations, and missing customer information The politeness strategies employed in these requests reveal significant insights into suppliers' attitudes toward their customers While the quantity of supplier correspondence is less than that of customers, it provides valuable data for analyzing the dynamics of these professional relationships.
According to Brown and Levinson (1987), a writer can effectively show that they and the reader share common interests by acknowledging the reader's presence In correspondence, this is primarily accomplished by expressing gratitude to customers for their interest in and orders of products and services.
The strategy demonstrates suppliers' consideration for the addressee, fostering a perception of significant power disparity between the parties involved By acknowledging the addressee's rights to non-imposition, this approach effectively mitigates face-threatening acts (FTAs).
To enhance customer engagement and satisfaction, it is essential to recognize and address the interests, wants, and needs of the audience By acknowledging their preferences and demonstrating appreciation for their loyalty to your products, you can effectively elevate their status and strengthen their connection to your brand.
(39)… we continue to provide you and all our customers with the excellent service that you deserve (Appendix 3)
(40)In order that we may provide you with reasonable and competitive prices, ( Appendix 8)
(41)I am certain that you will be interested in our 30 days payment term, ( Appendix 11)
# Strategy 2: Giving (or ask for) reasons
A strategy identified in supplier letters effectively mitigates customer requests, with data revealing that four out of five letters employed this approach.
(42)I haven’t been successful at reaching you by telephone and therefore writing to you know (Appendix 4)
(43)In order that we may provide you with reasonable and competitive price,…( Appendix 8)
(44)….,so that we may extend to you 30-day payment term upon approval( Appendix 8)
(45)…,so that we may process your credit application ( Appendix 11 )
(46)We therefore want to make sure that the purchase of the software is a satisfying experience for all (Appendix 12)
In the data, suppliers also use some negative politeness strategies to make requests for feedback about the products and service that customers experience
A strategy is used in these letters: hedging It is a way to avoid the FTAs in making requests
(47)I wonder if you could respond, either by email (with the provided stamped envelope) or by phone (at our cost), to our dilemma…( Appendix 4)
(48)Could you please fill out the enclosed application and forward it to us at your earliest convenience, …?( Appendix 8)
According to Brown and Levinson (1987), speakers can show respect for the addressee's negative face by apologizing for committing a face-threatening act (FTA) In the analyzed data, a supplier demonstrates this by apologizing to a customer while acknowledging the impact of their actions and providing compelling reasons for the situation.
(49)However, as I process your order form I notice a discrepancy which I misunderstood and apologize for (Appendix 4)
This strategy allows the recipient to decide whether to comply, aiming to minimize the imposition on their negative face during requests Expressions that reduce the perception of imposition include phrases like "a tiny bit," "a little," and "a drop." These expressions are commonly found in correspondence from suppliers.
(50)We would appreciate you giving us feedback your experience with Technical Support by taking a few minutes to fill out the enclosed Customer Survey forms (Appendix 3)
(51)Won’t you take a moment to fill out the enclosed questionnaire?( Appendix 12)
It shows the respects from supplier to their customers, the addressee who receive the requests will feel be respected
Writers employ a strategy to express their appreciation for customer feedback regarding their products and services Numerous examples from supplier letters highlight this approach, with phrases like "thank you," "we are pleased," and "greatly appreciate" reflecting their positive attitude towards customers.
(52)Thank you for being a New World Computers’ customer (Appendix 3) (53)I would like to thank you for your interest in and order from the JP.William company ( Appendix 4)
(54) We are pleased of your interest in your service and we hope to serve you to the best of our abilities (Appendix 8)
(55) We thank you your interest in our firm’s service and we look forward to serving you.(Appendix 11)
(56)The total satisfaction of our customers, even after their purchase, is extremely important to us.(Appendix 12)
(57)We greatly appreciate your response to this questionnaire.(Appendix 12)
*Replacement of the pronouns “I” and “you”, using “Business We ”
The data reveals a prevalent use of the plural pronoun "we," highlighting its role as a common impersonalization strategy that helps avoid direct reference to the first person singular "I." This technique, noted by Brown and Levinson (1987), emphasizes a collective perspective, with the less frequently used "royal we" also contributing to this form of impersonalization.
The term "business we" emerges from two distinct origins, each carrying unique implications of power It signifies not only the collective identity of the company but also emphasizes the unity of the group, serving as a reminder of shared support and collaboration (Brown & Levinson, 1987).
Your feedback on the quality of support you received is essential for us to maintain and enhance the excellent service you and all our customers deserve.
For any inquiries, please reach out to our Customer Support Office at 800-555-8978 We value your business with New World Computers Additionally, please inform us of the correct size needed for your order, and we sincerely appreciate your feedback on this questionnaire.
In the letters from suppliers, marker with imperatives also appears to make requests to their customers
(62) Please return the form in the enclosed envelope, or you can complete it online by going to our website at www.nwc.com/customersurvey (Appendix 3)
(63) Please contact the Customer Support Office at 800-555-8978 (Appendix 3) (64)Please kindly provide shipper contact information so that we could double check with ALL detail of each shipment,…( Appendix 7)
(65)Please provide us with the following: ….( Appendix 12)
Politeness markers in requests are prevalent in communications between suppliers and customers, highlighting the effectiveness of positive politeness strategies across various contexts.
Using polite phrases like "Please" or "Kindly" enhances communication effectiveness Appendix 3 offers an optional guideline that customers can choose to follow or disregard This approach emphasizes customer autonomy, allowing them to make their own decisions.
This study aims to explore two key research questions: first, what politeness strategies do Americans employ to mitigate face-threatening acts (FTAs) when making requests? Second, it investigates whether there are variations in the selection of specific politeness strategies used in American business letters for making requests.
The analysis indicates the strategies to maE request in both of data: letters from customers and letters from suppliers
Comparison of using politeness strategies to make request between
According to Brown and Levison, making requests involves high Face Threatening Acts (FTAs) directed at the addressee, particularly in the context of formal business letters Therefore, it is essential to employ politeness strategies in these communications to soften requests and foster respect from the recipient In the analysis of supplier and customer interactions, both positive and negative politeness strategies, such as acknowledging the addressee's needs, providing reasons, and using impersonal language, were observed to occur more frequently than other positive strategies.
Although we can find the appearance of positive strategies in two groups, there are some different points in comparison of the strategies between suppliers to customers
4.2.1 Positive politeness strategies to make requests from customers and supplier
Suppliers tend to employ positive politeness strategies more frequently than customers, aiming to demonstrate their concern and soften requests for feedback on their products This approach helps bridge the communication gap between suppliers and customers, enhancing business interactions While customers utilize three sub-strategies within positive politeness, their expressions of concern are less pronounced than those of suppliers, reflecting a more neutral relationship Specifically, customers exhibit 28% in noticing and attending to the addressee, 8% in exaggerating with the addressee, and 24% in asking for reasons In contrast, suppliers show a higher usage of these strategies, with 50% focused on asking for reasons and a slightly elevated 30% in noticing and attending to the addressee.
Chart 1: Positive politeness strategies to make requests from customers and suppliers 4.2.2 Negative politeness strategies to make requests from customers and supplier
The analysis reveals a greater inclination towards negative politeness strategies over positive ones in both groups Specifically, negative politeness strategies outnumber positive strategies, with impersonalization being the most prevalent tactic This strategy accounts for 60% of customer requests and 80% of supplier requests, indicating that suppliers employ various sub-strategies to soften their requests to customers.
A key sub-strategy involves minimizing imposition, where suppliers express gratitude towards customers who engage with their products Notably, this appreciation is evident among 70% of suppliers, although it is less recognized within the customer group.
The suppliers use five negative strategies, meanwhile, there are three strategies are found in the customers‟ data
Hedge or be pessimistic are found in both of groups, but they account for small percentage against other strategies
Chart 2: Negative politeness strategies to make requests from customers and supplier
Summary
This research examines the prevalent politeness strategies used in American business correspondence for making requests between suppliers and customers It identifies two primary positive politeness strategies—attending to the addressee and providing reasons—alongside three negative politeness strategies: hedging, impersonalizing, and minimizing imposition These strategies aim to mitigate face-threatening acts (FTAs) towards the addressee Notably, suppliers tend to employ a greater variety of politeness strategies, alternating between positive and negative approaches to soften their requests However, negative politeness strategies dominate in business letters, reflecting the formal nature of American business communication.
Recapitulation
This research aims to identify effective politeness strategies for making requests in English business letters and to analyze the weaknesses in the writing of Vietnamese students By raising awareness of formal writing styles and selecting appropriate politeness strategies for communication with Americans, the study seeks to enhance the writing skills of Vietnamese students for better business outcomes Utilizing quantitative and descriptive methods for data collection and analysis, the findings reveal the most common politeness strategies employed in American business letters, along with the specific markers that demonstrate these strategies, which learners can adopt in their future writing.
Limitations
Though the study is carefully and clearly designed and based on reliable data, some limitations are unavoidable
This research examines politeness strategies employed in English business letters, specifically focusing on requests for information from suppliers to clients and customer feedback on products It highlights typical request-making techniques in international business contexts while intentionally excluding factors such as gender, position, or power dynamics due to time constraints Consequently, the study prioritizes select aspects of politeness strategies, providing a focused analysis within its limited scope.
Due to these limitations, shortcomings are inevitable in this paper; all comments on the improvement are welcomed and appreciated.
Implications
The results of study indicate that pragmatic features are one of the most crucial issues in learning a foreign language And according to Echeverria Castillo
In 2009, it was emphasized that teaching pragmatics is essential for effective communication, especially for future business professionals Pragmatics involves understanding appropriate language use based on context, audience, and topic, which goes beyond merely writing and speaking grammatically correct English Even grammatically accurate letters can come across as too direct, potentially leading to miscommunication and negative perceptions of the writer Developing pragmatic competence is not as straightforward as acquiring vocabulary or pronunciation; it requires awareness of how different situations demand varied language use Therefore, it is crucial for learners to recognize the pragmatic features of their native language, as this awareness will facilitate their understanding of pragmatics in the target language they are studying Each language has unique pragmatic principles, and acknowledging these in one's mother tongue is vital for effective communication in any language.
This study highlights the significance of teaching pragmatic language features to foreign language learners While learners often intuitively recognize the need to adjust their language use, they frequently transfer conventions from their native language, which can lead to inappropriate linguistic behavior.