摘  要

礼貌是一种语言现象， 普遍存在于人类的语言中。在过去的几十年里，礼貌原则一直在语用学研究的领域享有特殊的地位。在西方礼貌理论中，影响比较大的理论是Leech的礼貌原则和Brown & Levinson的面子理论。这两种理论对礼貌做了比较系统的研究，对处于不同文化和社会中的礼貌现象的研究有重要意义。Brown &  Levinson 把礼貌定义为为了维护听话人面子的行为。本文将面子理论在商务拒绝信函中的应用作为研究对象, 在阐述礼貌策略的起源与其在商务拒绝信函中的重要性的同时，通过研究商务拒绝信函中具体应使用怎样的礼貌语言、态度和方式来降低商务拒绝信函给读者带去的不快。在商务活动中使用语用礼貌，尊重对方的权利、愿望和维护对方面子，这是一种有效且必要的交际战略，它有助于双方建立良好的合作关系，从而实现贸易目标。

关键字：礼貌策略；面子理论；商务拒绝信函

Abstract

Politeness is a linguistic phenomenon, and it is ubiquitous in human language. In the past few decades, politeness plays an important role in pragmatic study research. The influential theoretical framework in western, politeness theories can be divided into Leech’s politeness principle and Brown &Levinson’s face-saving theory. Both theories do a more profound study to courtesy in connotation and denotation. It has certain significance and impact in the research of politeness in different cultural and social fields.　Brown & Levinson defined politeness as protecting hearer’s face. This article views the application of politeness strategy in business refusal letter as the research object. It introduces the origin of politeness strategy and states the importance of politeness strategy in business refusal letter. And the article focuses on exploring the polite language, attitude and ways, which will reduce the unpleasant mood of readers. Using politeness strategies, and respecting other’s rights, desire, needs to protect their face is an effective and necessary communication strategy in business activities. The politeness strategies contribute to establishing a good interpersonal relationship between two sides, thus trade can be reached。

Key Words: politeness strategy；face-saving theory；Business refusal letters