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de and active manners in order to give optimistic impressions to thereceivers. That is to say, the manners how the writer shows his or her attitude and moodare significant.
Cooperative principle (CP) together with Politeness Principle (PP) makes which iswidely used in modern business trade improves the cooperation of the business partners.The Cooperative Principle pays more attention to the point of how participant cooperatewith each other. The addresser and the addressee always use special ways to conveymeanings in order to make the utterances be easily understood. The target of the businesscommunication is to achieve mutual understanding by showing respect, politeness,cooperation and consideration. Cooperative Principle (CP) and Politeness Principle (PP)are two significant principles in pragmatics. The face theory proposed by Brown andLevinson is commonly used together with the two principles in the English businessletter in order to preserve the face for the participants of the business trade. TheAmerican linguist Erving Goffman proposed the face theory and made models for thepoliteness. He thinks that “face” is one of the most important principles that the partnersof the communication should observe. At the same time, Goffman pointed that theaddressers and the addressees do not want to be threatened, and the most effective way ofpreserving face is to save face for the others. In the 1960s, another American linguistcreated the Cooperative Principle which is based on the speech act theory raised byAustin and Searle.
Grice mentioned that the partners of the communication should obey quality maxim,quantity maxim, relation maxim and manner maxim. And then he added the conversational implicature to the further study of Cooperative Principle. The partnersalways flout some maxims when they exchange massage. The writer and the readeralways make mistakes by misunderstanding in English business letter exchange.Sometimes they could not make full communication with each other. The conversationalimplied meaning could happen in business letter. Later, R. Lakoff proposed threeprinciples of politeness in the 1970s. The first is not forcing somebody else to dosomething; the second is improving relationship between each other, the third is to giveoptions to the partners including the addresser and addressee and it is appropriate for themerchant and customer.

Bibliography
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2“Universal in Language Use: PolitenessPhenomena.” Questions and Politeness: Strategies in Social Interaction, ed. Esther N.Goody Cambridge: Cambridge Univ. Press, 56-310
3Brown, Penelope. & Levinson, Stephen C. Politeness: Some Universal in LanguageUsage. London: Cambridge University Press, 1987
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.9Jef Verschueren. Understanding Pragmatics. Beijing: Foreigh Language Teachongand Research Press, 2000
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