An investigation into syntactic and pragmatic features in the language of negotiation used in english business correspondence

UNIVERSITY OF DANANG UNIVERSITY OF FOREIGN LANGUAGE STUDIES - - SCIENCE RESEARCH Topic: AN INVESTIGATION INTO SYNTACTIC AND PRAGMATIC FEATURES IN THE LANGUAGE OF NEGOTIATION USED IN ENGLISH BUSINESS CORRESPONDENCE Student : HUỲNH THỊ HỒNG NHUNG Class : 17CNATM03 Department of English for Specific Purposes Danang, May 2021 UNIVERSITY OF DANANG UNIVERSITY OF FOREIGN LANGUAGE STUDIES SCIENCE RESEARCH School year 2020 - 2021 AN INVESTIGATION INTO SYNTACTIC AND PRAGMATIC FEATURES IN THE LANGUAGE OF NEGOTIATION USED IN ENGLISH BUSINESS CORRESPONDENCE Scientific group : Social science Student : Huỳnh Thị Hồng Nhung Class : 17CNATM03 Course : 2017 - 2021 Department of English for Specific Purposes – Business English Da Nang, May 2021 TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATIONS ABSTRACT INTRODUCTION 1.1 RATIONALE 1.2 AIMS AND OBJECTIVES 10 1.2.1 Aims 10 1.2.2 Objectives 10 1.3 RESEARCH QUESTIONS 11 1.4 RESEARCH SCOPE 11 LITERATURE REVIEW & THEORETICAL BACKGROUND 11 2.1 PREVIOUS STUDIES 11 2.2 THEORETICAL BACKGROUND 13 2.2.1 Definition of negotiation 13 2.2.2 Definition of business correspondence 13 2.2.3 Syntactic features in the language of negotiation 14 2.2.4 Pragmatic features used in the language of negotiation 15 METHODOLOGY AND PROCEDURES 19 3.1 RESEARCH METHODOLOGY 19 3.2 DATA COLLECTION 19 3.3 DATA ANALYSIS 19 FINDINGS AND DISCUSSION 19 4.1 SYNTACTIC FEATURES OF THE LANGUAGE OF NEGOTIATION 19 4.1.1 Passive voice 19 4.1.2 Transitional sentences 20 4.1.3 Summary of syntactic features 21 4.2 PRAGMATIC FEATURES OF THE LANGUAGE OF NEGOTIATION 21 4.2.1 Positive politeness strategies 21 4.2.1.1 Exaggerate (interest, approval or sympathy) with the H 21 4.2.1.2 Offer & Promise 22 4.2.1.3 Give (or ask for) reasons 23 4.2.1.4 Give gifts to H (goods, sympathy, understanding, cooperation) 23 4.2.2 Negative politeness strategies 24 4.2.2.1 Hedging words and phrases 24 4.2.2.2 Plural noun 25 4.2.3 Speech act 25 4.2.3.1 Directives 25 4.2.3.2 Expressives 26 4.2.4 Summary of pragmatic features 26 CONCLUSION – LIMITATIONS – RECOMMENDATION 27 5.1 CONCLUSION 27 5.2 IMPLICATION OF THE STUDY 28 5.3 LIMITATIONS OF THE STUDY 28 5.4 RECOMMENDATION 29 REFERENCES 30 APPENDIX 34 LIST OF TABLES Table The synthesis of analysed factors in syntactic features……….……………… 14 Table The synthesis of analysed factors in pragmatic features……………………… 17 Table The frequency of some factors in syntactic features………………………………20 Table The summary of distribution of pragmatic features……………………………….25 LIST OF FIGURES Figure The frequency of “exaggeration”(%) …………………………………………….20 Figure The frequency of “Offer & Promise”(%)………………………………………….21 Figure The frequency of “Give (or ask for) reasons”(%)… …………….……………….21 Figure The frequency of “Give gifts to H”(%)…………….…………………………… 22 Figure The frequency of “hedging words and phrases”(%) ……………………………23 Figure The frequency of “Plural noun” (%)………………… ………………………… 23 LIST OF ABBREVIATIONS H Hearer FTA Face Threatening Act ĐẠI HỌC ĐÀ NẴNG TRƯỜNG ĐẠI HỌC NGOẠI NGỮ THÔNG TIN KẾT QUẢ NGHIÊN CỨU CỦA ĐỀ TÀI Thông tin chung: - Tên đề tài: “Nghiên cứu về đặc tính cú pháp và ngữ dụng ngôn ngữ đàm phán sử dụng thư tín thương mại tiếng Anh” - Sinh viên thực hiện: Huỳnh Thị Hồng Nhung - Lớp: 17CNATM03 - Khoa: Tiếng Anh chuyên ngành Năm thứ: - Người hướng dẫn: ThS Nguyễn Thị Mỹ Phượng Mục tiêu đề tài: Khảo sát và phân tích đặc tính cú pháp và ngữ dụng ngôn ngữ đàm phán sử dụng thư tín thương mại Tiếng Anh Tính mới và sáng tạo: Kết hợp lý thuyết, thuyết lịch sự Brown & Levinson (1987) và thuyết hành vi lời nói Yule (1998) để làm rõ đặc điểm cú pháp và ngữ dụng ngôn ngữ đàm phán văn viết từ rút đặc điểm cú pháp và ngữ dụng sử dụng thường xuyên ngôn ngữ đàm phán, và đưa đề xuất phù hợp đối với việc áp dụng ngôn ngữ đàm phán TTTM TA Kết quả nghiên cứu: Thuyết lịch sự Brown & Levinson sử dụng nhiều nhất, bao gồm chiến lược “exaggeration (phóng đại)”, “offer & promise (hứa hẹn, đề nghị)”, “Give (or ask for) reasons (đưa lý do)”, “Give gifts to hearer (tặng quà cho người nghe)”, “Hedging words and phrases (dùng từ nói tránh)”, “Plural noun (đại từ số nhiều)” Đa phần người viết biết cách triển khai ngôn ngữ đàm phán văn viết, song vẫn chưa áp dụng tối đa câu bị động để tránh thể hiện sự thô lỗ Đóng góp về mặt kinh tế – xã hộI, giáo dục và đào tạo, an ninh, quốc phòng và khả năng áp dụng của đề tài: Đề tài nêu lên đặc điểm ngôn ngữ ngơn ngữ đàm phán thư tín kinh doanh tiếng Anh Từ đưa đề xuất cho người viết việc áp dụng chuyên nghiệp ngôn ngữ đàm phán thư tín thương mại tiếng Anh Công bố khoa học của sinh viên từ kết quả nghiên cứu của đề tài (ghi rõ tên tạp chí có) nhận xét, đánh giá sở áp dụng kết nghiên cứu (nếu có): Đà Nẵng, ngày…tháng… năm 2021 Sinh viên chịu trách nhiệm chính thực (ký, họ và tên) Nhận xét của người hướng dẫn về đóng góp khoa học của sinh viên thực đề tài (phần này người hướng dẫn ghi): Đà Nẵng, ngày…tháng… năm 2021 Xác nhận của Trường Đại học Ngoại ngữ Người hướng dẫn (ký tên và đóng dấu) (ký, họ và tên) ĐẠI HỌC ĐÀ NẴNG TRƯỜNG ĐẠI HỌC NGOẠI NGỮ THÔNG TIN VỀ SINH VIÊN CHỊU TRÁCH NHIỆM CHÍNH THỰC HIỆN ĐỀ TÀI I SƠ LƯỢC VỀ SINH VIÊN: Họ và tên : Huỳnh Thị Hồng Nhung Sinh ngày Nơi sinh Lớp : : : Ảnh 4x6 24 tháng 03 năm 1999 Sơn Trà, Tp Đà Nẵng 17CNATM03 Khóa: 2017 Khoa : Tiếng Anh Chuyên ngành Địa liên hệ : Nại Thịnh 6, quận Sơn Trà, Tp Đà Nẵng Điện thoại: 0932988491 Email: nhunghuynh99@gmail.com II QUÁ TRÌNH HỌC TẬP (kê khai thành tích sinh viên từ năm thứ đến năm học): * Năm thứ 1: Ngành học: Tiếng Anh Thương mại Khoa: Tiếng Anh Chuyên ngành Kết xếp loại học tập: Bình thường Sơ lược thành tích: * Năm thứ 2: Ngành học: Tiếng Anh Thương mại Kết xếp loại học tập: Bình thường Khoa: Tiếng Anh Chuyên ngành Sơ lược thành tích: * Năm thứ 3: Ngành học: Tiếng Anh Thương mại Kết xếp loại học tập: Bình thường Sơ lược thành tích: Khoa: Tiếng Anh Chuyên ngành *Năm thứ 4: Ngành học: Tiếng Anh Thương mại Kết xếp loại học tập: Bình thường Sơ lược thành tích: Khoa: Tiếng Anh Chuyên ngành Ngày 19 tháng 05 năm 2021 Sinh viên chịu trách nhiệm chính thực đề tài (ký tên và đóng dấu) Xác nhận của Trường Đại học Ngoại ngữ (ký, họ và tên) TÓM TẮT Nghiên cứu về đặc điểm cú pháp ngữ dụng là vấn đề ngôn ngữ quan tâm văn xúc tiến Có nhiều nghiên cứu thực hiện phân tích đặc điểm ngơn ngữ văn thương mại, thư tín Nghiên cứu này tìm hiểu về đặc điểm ngữ dụng và đặc điểm cú pháp ngơn ngữ đàm phán thư tín thương mại tiếng anh Thông qua hai phương pháp nghiên cứu là định tính và định lượng, bài nghiên cứu tìm đặc điểm bật ngơn ngữ đàm phán sử dụng thư tín thương mại tiếng Anh Trên sở nguyên lý về lịch sự Brown và Levinson (1987) và lý thuyết hành vi ngôn ngữ Yule (1998) nghiên cứu tiến hành phân tích và đánh giá qua 65 thư tín thương mại tiếng anh và tìm chiến thuật giúp người viết thuyết phục và đàm phán chuyên nghiệp thơng qua thư tín Từ suy đặc điểm cần trọng ngơn ngữ đàm phán, qua trì và xây dựng quan hệ tốt đẹp thương mại Từ khóa: Đặc điểm cú pháp, đặc điểm ngữ dụng, thư tín thương mại, ngơn ngữ đàm phán ABSTRACT Scientific research on syntactic and pragmatic features is one of the most popular linguistic features in business correspondence Many studies have analyzed the language characteristics of business correspondence or business negotiation This study investigated the pragmatic features and syntactic features in the language of negotiation in English business correspondence Through two research methods, qualitative and quantitative, the research has found the key features in language of negotiation used in English business correspondence On the basis of the politeness theory of Brown and Levinson (1987) and speech act of Yule (1998), the study analyzed and evaluated 65 business correspondence and found linguistic strategies that promote cooperation in business settings Therefore, indicating important factors of language of negotiation, contributing to creating a good relationship in business Keywords: Syntactic features, pragmatic features, business correspondence, language of negotiation INTRODUCTION 1.1 RATIONALE With the development of economic globalization, the exchanges of international trade have grown considerably these days, leading to great demand in cooperation among businesses all over the world Therefore, to initiate and maintain the business relationships between the trade members, communication – “the transfer of thought from one person to another'' is the backbone of a thriving business Business correspondence is an indispensable part of business communication In fact, negotiation is a vehicle of communication and business communication is a process through which the parties involved establish partnerships or relationships, negotiate terms, strike deals, and complete transactions Business English correspondence takes various forms serving the purposes of inquiring information, offering, giving a reply, negotiating, proposing, claiming and adjusting, ordering goods, selling products, and also building good relationships, etc Such aforementioned forms require the writer's language of negotiation skills which play a critical role in business activities, in general Absolutely, the merits of a well-written business letter are to accelerate the ongoing deal as well as form a trustful relationship between two parties for potential contracts in the future While an inappropriate business letter might cause misunderstanding during a transaction, and this can bring unpredictable troubles in the following steps or even result in a total failure of the deal Therefore, writing decent business correspondence, being aware of the importance and the basic principle for language of negotiation in written discourse is a must, potentially bringing high profits and economic benefits for enterprises in the future Due to the increasingly fierce competition in the international market economy, research on business correspondence, and business negotiation in particular, is thriving There has been research into the language of negotiation used in face-toface negotiation, technology-mediated negotiation or email negotiation (e.g Nadler & Shestowsky, 2006; Astrid Jensen, 2009) Moreover, because of the wake of globalization and an increase of international trading, the focus of research shifted to the cross-cultural business negotiation (e.g Garcez, 1993; Marriott, 1995; Salacuse, 1999; Gimenez, 2001; Grindsted, 2009; Zhu, 2011; Yoon Yang, 2012; Planken, 2005; Usunier, 2003; Gelfand & Brett, 2004) Despite the growing attention to the pedagogy of business negotiation, there is also an astonishing scarcity of serious research on the language of negotiation in business correspondence Hence, it is important to figure out the usage of language of negotiation and how to use it to compose a decent business correspondence It can be said that understanding language components, including syntax and pragmatics is one of the most fundamental keys to breakthrough business success Therefore, “An investigation into syntactic and pragmatic features in the language of negotiation used in English business correspondence” has been chosen as the topic of this thesis This study would be beneficial to students in English faculty in general and Department of English for Specific Purposes in specific, the results will help students better understand the use of language of negotiation in business letters in terms of form and function, hence they can apply them in specific communication contexts to promote business cooperation Finally, the findings would serve as a useful basis for any other related fields of study 1.2 AIMS AND OBJECTIVES 1.2.1 Aims The aim of this research is to offer a succinct overview of language of negotiation in business correspondence in terms of syntactic and pragmatic features The researcher attempts to identify and analyze syntactic and pragmatic features of language of negotiation in English business correspondence Thereby indicating profound factors used in language of negotiation 1.2.2 Objectives - To identify language of negotiation in English business correspondence - To analyze, describe and generalize syntactic, pragmatic aspects of the language of negotiation in English business correspondence - Suggest some ideas for users about the language of negotiation in English business correspondence to achieve effective communication 10 and “really” in an utterance, the writer can express his interest, approval or sympathy to the hearer, thus, language of negotiation in written discourse will improve the strength of the speaker’s intention For examples: If you wish to cancel the order it would be quite understandable, but we stress that we will be able to complete delivery by next month and would appreciate it if you could bear with us till then [6] We have made a good selection of patterns and sent them to you today by post, their fine quality, attractive designs and reasonable prices at which we offer them will, we hope, convince you that these blinds are really of good value [4] 4.2.1.2 Offer & Promise Figure The frequency of “Offer & Promise” (%) Examples below illustrate what speaker apply in language of negotiation in business correspondence: If your goods meet our requirements, and we receive a favourable offer, we will be able to represent your cameras in Eastern Europe [1] If your order is for 4,000 pieces or more, we will give you a discount of 0.3% of the total value of the order [4] It would also be helpful if you could send us some samples and if they are of the standard we require, we will place a substantial order [1] As regards the following chart (Figure 2), both “promise” and “offer” are frequently used with 41% and 46%, respectively With these above sentences, a speaker chooses to stress his cooperation with the hearer in another way to redress the potential threat of 22 some FTAs In other words, the speaker wants to satisfy the hearer by demonstrating his good intention 4.2.1.3 Give (or ask for) reasons Figure The frequency of “Give (or ask for) reasons” (%) Below examples indicates using reasons to help the hearer persuade the hearer to agree with the speaker for his action taken: Because of their low price and the small profit margin we are working on, we will not be offering any trade discounts on this consignment [1] We must stress that this offer is firm for 10 days only because of the heavy demand jar the limited supply of this cloth in stock [1] The figure shows that “Give reason” (27.6%) is used two times more than “Ask for reason” (8%) It means disagreeing will threaten the client’s face and by providing a reason for disagreeing, the threat is mitigated to some extent The FTA here is in the form of the subject’s request for the client to understand why the speaker has to disagree with the hope that the understanding will make the client agree with him 4.2.1.4 Give gifts to H (goods, sympathy, understanding, cooperation) Figure The frequency of “Give gifts to H”(%) 23 The following chart (Figure 4) depicts that three of elements including “sympathy” and “understanding” with 27.6% and “cooperation” 23% are widely applied, compared to 8% of “goods” Thereby, the speaker may save the hearer’s positive face by satisfying some of the hearer’s wants This strategy can be done not only by giving goods but also by giving sympathy, understanding, cooperation etc The following is an illustration of this strategy: We are sorry to learn that through a little negligence on the part of our packing department, you have received the consignment in a damaged condition [1] Thank you for informing us about the damage to our consignment (Inv.No.1887) [1] The provided example shows that speaker decides to safe hearer’s positive face by giving sympathy to the speaker Therefore, the speaker can minimize the imposition when he confides the hearer 4.2.2 Negative politeness strategies 4.2.2.1 Hedging words and phrases Figure The frequency of “hedging words and phrases” (%) It is clearly seen that hedges such as we believe, we hope, I’m afraid are frequently used in language of negotiation in business correspondence (27.6%, 24.6% and 26%, respectively) Instead of directly expressing attitudes, by using these hedges, the speaker can minimize imposition to the hearer and it makes the sentence become more polite 24 For examples: Nevertheless, I am afraid I cannot supply you with the information you request [4] We believe that it represents the best value for money in this type of goods and we are sure that you will find it sells very well indeed [4] 4.2.2.2 Plural noun Figure The frequency of “Plural noun” (%) The figure indicates that “exclusive we” (49%) is used twice as high as “inclusive we” (24.6%) Due to the negative vibe that “you, I, she and he” bring to language of negotiation in business correspondence, the first person plural personal pronoun “we” applied widely For examples: We operate on a 10% commission basis on net list prices, with an additional 3% del credere commission if required, and we think you could expect an annual turnover of more than £2,000,000 [6] From all list prices we allow a trade discount of 3,5% and a further special discount of 0,5%, making 4% in all, on orders received on or before 31' May [6] Based on above examples, “we” will be interpreted in different functions including exclusive personal we or inclusive corporate we When speakers or hearers use “we”, it indicates their group, organization, companies 4.2.3 Speech act 4.2.3.1 Directives Directives are used to cause the hearer to engage in some action or bring about some state of affairs (e.g., advising, requesting, commanding) Directives are not true or false 25 like assertives, but they are obeyed or disobeyed Directives refer to future voluntary For examples: We need an installation which would give us comprehensive protect, aea lost robbery and shoplifting throughout all departments and the Secure 15 featured in your catalogue appears to suit us [6] May we please request you to send us your catalogue along with your way best terms [3] If the range of patterns we have selected does not contain anything you want, please not hesitate to let us know your exact requirements [4] As above examples, directives would be considered as acts of requesting information It can be concluded that in directives speech act classification, the speakers used to get someone else to something for instance a request, suggestion, and command So that the addressee possibly did what the speakers’ wants 4.2.3.2 Expressives Expressives are used to express one’s attitude with respect to the context (e.g., greeting, thanking, apologizing) Negotiation is a process involving speakers in their past deeds and present feelings, thus, expressives reveal the speaker’s feelings through language of negotiation used in correspondence For examples: Nevertheless, we are sorry about the inconvenience it has caused you [1] Thank you for your interest in purchasing products from Centurion Company [1] 4.2.4 Summary of pragmatic features The following statistics on the frequency of occurrence of pragmatic features used in language of negotiation of 65 English business correspondence Table The summary of distribution of pragmatic features Pragmatic features Frequency of Occurrence Percentage Positive Exaggerate (interest, approval, politeness sympathy) with the hearer Offer & Promise 26 (…./65) (%) 23/65 35.3% 33/65 50.7% Give (or ask for) reasons Give gifts sympathy, to H (goods, 13/65 20% 11/65 16.9% understanding, cooperation) Negative Hedging Words and Phrases 22/65 33.8% politeness Plural pronoun 35/65 53.8% Speech act Directives 27/65 41.5% Expressives 20/65 30.7% CONCLUSION – LIMITATIONS – RECOMMENDATION 5.1 CONCLUSION The description and analysis of politeness strategies and speech act of language of negotiation are carried out mainly in the view of pragmatics According to Brown and Levinson (1987), five main types of politeness strategies are outlined as follows: bald onrecord, negative politeness, positive politeness, and off-record (indirect) as well as simply not using the face-threatening act This article only focuses on negative politeness, which is used to save a negative face in view of increasing distance, and positive politeness, which is adopted to save a positive face in view of decreasing distance Based on the previous chapter, the conclusion can be formulated as the follows: From the fifteen types of positive politeness, there were four strategies of positive politeness found in the language of negotiation in English business correspondence They are Exaggerate (interest, approval, sympathy) with the hearer (35.3%), Offer & Promise (50.7%), Give (or ask for) reasons (20%), Give gifts to H (goods, sympathy, understanding, cooperation) (16.9%) There were two strategies of negative politeness found in the language of negotiation in English business correspondence They are Hedging Words and Phrases (33.8%) and Plural pronouns (53.8%) In addition, the language of negotiation is the natural field of pragmatics (Neumann (1995), thus, it involves a large number of speech act types (Lampi (1986)) including assertives, directives, commissives, expressives and declaratives However, this article 27 only focuses on the two common features of instruction and expression including Directives (41.5%) and Expressives (30.7%) In terms of syntactic features, there are two types of structure frequently used in language of negotiation including passive voice (56.8%) and transitional sentences (46.27%) Indeed, if the writer would like to boost cooperation and convince their partners, they have to know how to wisely apply the language of negotiation used in English business correspondence In conclusion, when people not know how to exert the art of language, they often get into trouble in the negotiations The reason is that although every writer can use "language” as a basic tool, it does not mean that they are able to use language skills in the language of negotiations, exerting the full power of language Hence, to adapt to different situations in business negotiations and achieve their expected goals, it is necessary to attach importance to the expression strategies of various negotiation languages A good writer is required to demonstrate good language communication ability This means the writer can not only clearly express their own ideas and opinions, but also accurately grasp the other side's behavior, attitude, and ideas 5.2 IMPLICATION OF THE STUDY The findings of this study have a number of implication as follows: - As mentioned in research aims and objectives, the study is expected to be helpful for students majoring in business, those who would like to work in the business sector - Finding of the study can help writers conduct more effective business correspondence especially in terms of using language of negotiation to effectively negotiate and come to an agreement - Learning language features of negotiation in written discourse could help Vietnamese learners of English business be aware of the characteristics of language of negotiation in business settings, thus, their letter will be more polite and appropriate in the future 5.3 LIMITATIONS OF THE STUDY Limitations are unavoidable, though a great amount of effort has been put in the research: 28 - Due to the limitation of time and material, the quality of study may not be overall and has not been thoroughly analyzed other important aspects such as cultural features - Though the data is corpus and authentic, there may be some mistakes Since, some of the data are collected from textbooks edited and improved by the author or publishers, this may lead to incomprehension in the mentioned data - This research is limited to the analysis of pragmatic features of language of negotiation in 65 English business correspondence Differences and similarities between English and Vietnamese have not been analyzed Therefore, there is no exact percentage of typical strategies used in politeness theories to apply language of negotiation are shown in both languages 5.4 RECOMMENDATION Business negotiation is an interesting topic It is very wide and there are many issues to study During the research, a number of interesting areas within language of negotiation in business correspondence that are worthy of future research: - The study on language of negotiation in English versus Vietnamese - The cultural factors involving in language of negotiation in written discourse - A study on Vietnamese students’ linguistic competence in using language of negotiation in business English - A study on the language of negotiation used by two different cultures and comparing them 29 REFERENCES In English Adachi, Yumi (2010), “Business Negotiations between the Americans and the Japanese”, Global Business Languages: Vol 2, Article Al-hindawi, Fareed & Lect, Asst & Hasan, H & Abu-Krooz, Hasan (2018) Negotiation: A Pragmatic Perspective J 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QUESTIONS What are the pragmatic features of language of negotiation in English business correspondence? What are the syntactic features of language of negotiation in English business correspondence?