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语言学家Leech曾提出礼貌原则,认为在所有的语言交际中,说话人和听话人之间应尽量地表示礼貌(maximize the expression of polite beliefs)和尽量减少不礼貌的表达方式(minimize the expression of impolite beliefs)。此项原则对外贸信函英语具有特别重要的意义。因为人都有“面子”,若在信函中不给对方“面子”,本来完全可以成交的买卖也会失去;礼貌的外贸英语信函重视对方的观点,尊重对方的权利、愿望和需要,迎合对方的心理,能产生令人愉快的感觉,从而促成和扩大对外贸易。因此,我们要注意礼貌原则的应用。

1. 使用简洁的客套语

当代外贸英语信函摈弃了一些陈旧难懂的客套语,如your esteemed favor(贵方的大函)、we have for acknowledgement with thanks...

(我们已收到……十分感谢)等,但为了礼貌,还得用一些简洁的客套语,如thank you、we are glad/pleased、we have pleasure、we would like you、we would be obliged/grateful/appreciated if 等。例如:

1.Wethank you for your letter of June 18 and have pleasure to inform you that the catalogue you asked for has been airmailed under separate cover.(你方6月18日来信已收到,谢谢。兹奉告你要索取的目录已另由航空寄发。)

2.Wewould like you to enquire into the financial and credit status of a firm in Milan on our behalf.(请代为查询一下米兰一家商行的财务和信用情况。)

3.Wewould be obliged/grateful/appreciated/pleased if you would let us know if the company is reliable in paying debts,and also if they pay promptly.(如蒙告知我们这家公司偿付债务是否可靠及他们付款是否及时,我们将十分感激。)

2.　注意措辞

如果用词不当,就会冒犯对方,引起对方的不满和反感,从而影响贸易的顺利进行。例如:

1·We sincerely advise you to accept our proposal as our stocks are getting lower and lower day and day,and we are afraid we shall be un-able to meet your requirements if you fail to let us have your confirmation by return.(我们真诚地劝告你方接受我们的建议,因为我们的库存逐日减少。如果你方不立即确定,我们恐怕将无法满足你方需要。)

此处advise用得不妥,因为advise有一种居高临下的涵义,好象非接受我们的建议不可;其实对方接不接受得由自己作主,别人无权干涉。故把advise改成recommend更为妥当。

2. Werejectyour order No.85 for 100,000 yards of Cotton Prints Art.No.1002.(我们拒绝接受你方85号关于订购货号1002号印花布十万码的定单。)

此句单刀直入地用reject(拒绝)不太好,可改成Unfortunately,we have been unable to accept...(很遗憾,我们不能接受……)

3. The Agreement in question calls for your working out business to the amount of￡….In going through our records,however,we find that your business done to date amounts to only￡…,your failureis obviously at variance with your undertakings set forth in the above_mentioned Agreement.Therefore,we hope that you will spare no efforts to strive for more business to carry out the provisions of the Agreement as expected of you.(该协议书要求你们做成……英镑业务,但在查阅我们的记录时,我们发现你们迄今为止仅做了……英镑业务。你方的失败与上述协议书所规定给你们的任务显然不符。因此,希望你方努力争取更多业务,以履行协议书要求于你方的条款。)

此处your failure不妥,应改为the inactivity on your part(你方的这种不景气)。

3.　使用虚拟语气

使用虚拟语气可以使句子更婉转,具有更多的磋商余地,更有利于达成贸易协议。例如:

1·If another instance of this discrepancy between the sample and the goods received should occur,it would be very embarrassing.(如果订货样品与收到的货物不符的情况再发生的话,会令人十分困窘。)

2.Could you also supply samples of the various skins of which the gloves are made, we should find it most helpful.(如也能寄来各种用于制手套的皮样将是极为有帮助的。)

4.　使用对方观点

在外贸英语信函中,我们切记给谁写信。应站在对方的立场看问题,考虑对方的处境,明白对方的难处,说明我们了解对方、体谅对方,从而鼓励对方与我们合作。例如:

We_viewpoint(我方观点)

1. You have not opened the L/C for your order,which has been ready for shipment for a long time.We have written to you several times, but much to our regret,we have not had any reply from you up to the moment.(你方订的货等待装运很久了,但你方还没有开出相关的信用证。我们给你方写了好几次信,但非常遗憾,到目前为止我们还没有收到你方的回信。)

2.We regret to say that we have to cancel your order because of your failure to open the L/C in time.(由于你方没按时开信用证,我们很遗憾地说我们不得不取消你方的订单。)

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