INTRODUCTION
Statement of research problem and rationale for the study
Letters have historically served as a vital means of communication for sharing information In today's fast-paced technological landscape, traditional handwritten letters have largely been supplanted by fax and email Nevertheless, regardless of the medium, effective language remains essential for crafting a successful letter, showcasing the writer's linguistic skills and reflecting the professionalism of their organization (Ashley, 2003).
Business correspondence serves as a vital link between sellers and buyers, business partners, creditors, and debtors, especially when direct meetings are impractical Utilizing appropriate language in letters, faxes, or emails is essential for conveying the writer's intentions professionally, reflecting goodwill and respect towards the recipient This communication can significantly influence the success or failure of business transactions English, being a global lingua franca, is predominantly used in business correspondences, with response letters making up a substantial portion These letters not only address inquiries but also provide comprehensive information about products, services, prices, and transportation options Additionally, they may suggest alternatives if certain products are unavailable It is crucial for writers to communicate clearly and persuasively, maintaining politeness and formality to protect the dignity of both parties involved Employing various politeness strategies is key to crafting effective response letters.
2 strategies such as positive or negative strategies suggested by Brown and Levinson
In light of the politeness theories established by Lakoff (1973) and Leech (1983), this research paper aims to explore the language utilized in business response letters, focusing on speech acts and politeness strategies.
Aims and objectives of the study
This study investigates the types of speech acts and politeness strategies employed in response letters, analyzing their effects on the expression of these speech acts Specifically, it addresses two key questions related to these communication strategies.
1 What are the types of speech acts used in studied response letters?
2 What are politeness strategies used in studied response letters?
Significance of the study
This primary study provides a comprehensive overview of the language used in response letters, focusing on speech acts and politeness strategies It serves as a valuable reference for individuals who frequently write response letters, enhancing their understanding of effective communication Additionally, the findings aim to enrich the existing literature by offering reliable insights into the topic.
Scope of the study
This study examines the speech acts and politeness strategies present in 50 response letters to inquiries It analyzes the frequency of these speech acts and strategies and explores their interrelationship and overall impact.
DEVELOPMENT
Politeness
Brown & Levinson (1987) argued that most speech acts are face-threatening acts (FTAs), which can either challenge the hearer's negative face by imposing on them or jeopardize their positive face by showing a lack of regard for their self-image To mitigate the impact of FTAs, individuals employ various politeness strategies, allowing speakers to decide whether to engage in or avoid these potentially threatening interactions based on the degree of face threat involved.
Threat to speaker‟s POSITIVE face (apologizing, accepting compliments and confessing)
Threat to speaker‟s NEGATIVE face (accepting offer, accepting thanks, promising unwillingly) )
Threat to audience‟s POSITIVE face (complaining, criticizing, disagreeing, raising taboo topics) )
13 the FTAs in which the risk of face lost will be increased or decreased as the following figure (Brown&Levinson, 1987, p.60)
Figure2.4 : Circumstances determining choice of strategies
Brown and Levinson proposed that the degree to which an action threatens the face of the speaker or listener influences the choice of communication strategy, with higher-numbered strategies being preferred for greater threats For example, when a student desires to borrow a pen and notices a cup filled with pens on the teacher's desk, the student may opt for a more respectful approach to mitigate any potential face threat.
There are five options for him to say:
Option 1: Applying Bald On-Record strategy with no effort to minimize threats to the teachers' "face"
Say: "Ooh, I want to use one of those!"
Option 2: Applying Positive Politeness strategy In this situation he recognizes that the teacher has a desire to be respected It also confirms that the relationship is friendly and expresses group reciprocity
Say: "Is it O.K if I use one of those pens?"
Option 3: Applying Negative Politeness strategy, which is similar to the Positive Politeness in that he notices that his teacher wants to be respected however, he also assumes to be in a way imposing the teacher
Estimation of risk of face lost
1 without redressive action, baldly with redressive action 2 positive politeness
Say: "I'm sorry to bother you but, I just wanted to ask you if I could use one of those pens?"
Besides , some other examples would be to say, "I don't want to bother you but" or "I was wondering if."
Option 4: He can apply Off-Record indirect strategies The student tries to avoid directly imposing by asking for a pen Instead, he hopes that the teacher would realize and offer him one
Indirectly say” "Hmm, I sure could use a blue pen right now."
Option 5: Don‟t do the FTA
If the risk of face lost is too high, the student may choose not to say anything
According to Ober (2009, p.54), tone in business writing refers to the writer‟s attitude toward the reader and the subject of the message
Business writers must pay close attention to the tone of their communications, whether crafting memos, letters, reports, or other documents The tone is an integral aspect of all forms of communication, as it reflects the writer's intent and personality Ultimately, the tone significantly influences how the reader interprets the message.
Establishing an appropriate overall tone is crucial for effectively conveying the intended message, offering three key benefits Firstly, the right tone helps maintain an appropriate distance between the writer and the reader; a casual tone may offend in business contexts, while an overly formal tone can seem unfriendly among teammates Secondly, the correct tone fosters a positive influence on the reader's attitude, encouraging the desired response to the message Lastly, by carefully selecting words and using the right tone, the message is communicated more accurately, enhancing connection between the interactants.
Effective business communication should convey confidence, courtesy, and sincerity Writers must utilize emphasis and subordination appropriately while ensuring the use of nondiscriminatory language It's essential to adopt a "you" attitude and maintain a suitable level of complexity in the writing.
A business letter is a formal written communication that begins with a salutation and concludes with a signature, containing professional content (Wickford, 2011) It is commonly utilized for correspondence between companies or for communication with customers, clients, and other external parties.
“the principal means” (Nguyen, 2008) to help companies keep in touch with their customers
Business letters come in various forms, including sales, orders, complaints, inquiries, and replies, each serving a unique purpose Among these, response letters are crucial for nurturing and advancing a company's business relationships A well-crafted reply to an inquiry not only boosts the potential customer's interest but also motivates them to take action (Nguyen, 2008).
Therefore, the language used in response letters is essential to create the success of them The writers need to take the correspondents‟ feeling into account by expressing politeness
Numerous studies worldwide have focused on speech acts and politeness, particularly in the context of business letters Noteworthy research in this area has highlighted various politeness strategies employed in professional communication.
In her 2000 study, "The Use of Politeness Strategies in Business Letters Written by Native Speakers of English," Nickerson analyzed 82 business letters authored by British individuals to identify prevalent politeness strategies However, the research lacked differentiation among various types of business letters, limiting the readers' understanding of the distinct strategies employed.
In 2010, Jansen examined the role of positive politeness strategies in business letters, assessing how these strategies enhance communication quality The study focused on the impact of incorporating positive politeness in letters that deny claims to policyholders, while also addressing a wider range of business correspondence.
Fang (2012) analyzed politeness strategies in competitive business letters, providing insights into the various approaches utilized in the collected correspondence However, he did not assess the frequency of these strategies, which limits the evaluation of their effectiveness.
Research on banking business communication in Vietnam is limited A notable study by Master Ngo (1997) analyzed the language used in banking business letters, focusing on structure and speech acts, but did not address politeness strategies Additionally, Nguyen (2007) explored message conveyance in business correspondence; however, there is a lack of studies specifically examining response letters.
Selection of subject
This article features a selection of 50 exemplary letters drawn from the Oxford Handbook of Commercial Correspondence (Ashley, 2003) and The Language of Business Correspondence in English (Nguyen, 2008), along with contributions from reputable websites Each letter adheres to the correct format, employs formal language, and maintains an appropriate length of at least 90 words The letters are systematically numbered from 1 to 50, providing a structured resource for effective business communication.
Data collection instruments
Document observation is the chosen method for data collection in this paper, utilizing 50 letters as the primary source This approach is both time-efficient and effective, as documents can be easily gathered from books and online resources Additionally, document observation maintains participant anonymity, allowing for detailed descriptions without compromising privacy (Joseph, 2006) Consequently, this method facilitates the researcher’s ability to expand the participant pool if needed.
Data collection procedure
The researcher followed three steps in collecting data as below:
Data analysis method
The author employs two analytical methods: content analysis and statistical analysis Initially, content analysis is utilized to examine the collected letters, categorizing the language into various speech acts and politeness strategies Subsequently, the author applies statistical analysis to determine the frequency distribution of these categories using a specific formula.
Speech acts and politeness strategies used in those letters are classified
The effectiveness of politeness strategies and speech acts to serve the purposes of the letters is analyzed
50 letters for responding are collected from the Internet and the book “Oxford handbook of commercial correspondence
(Ashley, 2003)”, The language of business correspondence in
A: Frequency distribution of a speech act/ politeness strategy
X: The number of sentences used the speech acts/ politeness strategies
Y: The total number of sentences used speech acts/politeness strategies
Finally, the findings were summarized and conclusions are drawn by the researcher
In this chapter, all the collected data is analyzed and discussed in details to figure out the answers for the two research questions
1 An analysis of business response letters in terms of speech acts
The aim of this part is to answer the research question 1: “What are the types of speech acts used in studied response letters?”
1.1 Realization of Speech acts used in business response letters
1.1.1 Representatives in business response letters
A response letter's primary purpose is to address customer inquiries regarding product status, pricing, and payment methods Consequently, representatives are tasked with reviewing all incoming response letters to provide updates, outline terms and conditions, and share any relevant new information.
First, the writers use representatives to report their companies‟ actions such as enclosing catalogues, price lists or samples For example,
The writer informs about the company's actions through a representative speech act, stating, "A copy of our latest catalogue along with a range of samples of skins used in the manufacture of shoes is being sent herewith." This communication highlights the company's commitment to providing essential resources to its clients.
- Example 2: “The following prices are quoted per dozen CIF Hai Phong
Individual units are slightly higher.”( Letter 8)
Besides, representatives are used to describe the condition of the inquiry or the terms of payment as well as the discount rates like in the following letters
- Example 3: The manager describes the content of the enclosed catalogue
“You will see from the enclosed catalogue that the range has been extended to include some highly efficient portable extinguishers for use on construction sites.”
- Example 4: “The machines can be dispatched within 3 months upon receipt of your formal order”(Letter 11)
The payment method is clearly outlined, stating that payment will be made in USD via an irrevocable letter of credit (L/C) This L/C must be opened through Northern Euro Commercial Bank 15 days before shipment and will remain valid for 45 days The payment will be directed to the account of the Bank for Foreign Trade of Vietnam, Hanoi branch, ensuring that 100% of the goods' value is covered.
- Example 6: The discount rate is stated “we are offering a special 10% discount off and all net prices, with delivery within three weeks from receipt of order.” (Letter 25 – See Appendix 9)
Also, in some letters, the writes introduce some people who are going be a
20 directly assigned to take over the transaction with the customers For instance:
In addition to the attachment, the company designates a representative to provide detailed information, as highlighted by the statement, “He has been authorized to discuss the terms and conditions for placing orders and negotiating a contract with you.” This practice is common in many letters, such as letter 12, where representatives inform customers that their inquiries have been received.
- Example 8: “We have received your letter of 30 th Nov for Vietnamese softwood” (Letter 12 – See Appendix 5)
- Example 9: “Your letter of 6 th May has been forwarded to us by Vietcomchamber for reply.” (Letter 16)
The authors effectively convey essential information through representatives, achieving clarity and precision without excessive wording They successfully describe and report on inquiry statuses while explaining product-related terms and the roles of associated individuals.
Moreover, representative speech acts also help the companies to advertise their products like in letter 21:
- Example 10: “Our bamboo products are more and more beautiful and attractive thanks to the technical process which make them durable and artistic
We therefore, believe that the offered goods will be favorably received by British customers and sell well there.”(See Appendix 8 for further evidence)
Thanks to this type of speech act, the writers do not only introduce their products but also convince the readers to believe and to purchase the products
In some cases, some of the inquiries do not fit the capability of the supplier, so they have to show their regrets For example,
- Example 11: “Unfortunately, we are fully booked during this period.” ( Letter 5 – See Appendix 3)
- In letter 12, it is easy to see this situation
Example 12: “We regret to inform you that we are not in a position to meet
21 your requirements for the time being” (See Appendix 5)
- Example 13: “We would like to inform you that the terms you requested namely shopping baskets and fruit plates are out of stock” (Letter 21 – See
Representatives are the most commonly utilized speech acts in the 50 response letters analyzed, effectively meeting various writer needs such as reporting, describing, introducing, and conveying information.
1.1.2 Directives in business response letters
Directives are the second most commonly used elements in business response letters, often concluding with the phrase “I/We look forward to.” This expression serves not just as a farewell but as a subtle invitation for action from the reader For example, suppliers may use this phrase to encourage customers to engage in further business or to place additional orders.
- Example 14: “We look forward to your increased order at this discount rate.” (Letter 2 – See Appendix 2)
- Example 15: “We look forward to doing business with you.” (Letter 45)
In the sentence, “We look forward to your order which will have our best attention,” the writer conveys a commitment to providing top-quality service to the customer Additionally, many writers use imperative sentences to clearly direct customers toward specific actions, making requests or commands straightforward and easy for the reader to understand.
- In letter 7 and 23, the writer directly requests the reader read the information in the attachment
Example 17: “please find the enclosed of our offer for bamboo salad bowl sets” (Letter 7)
Example 18: “Please find the enclosed our prospectus covering courses from July to December.” (Letter 23)
- In letter 22 and 26, the supplier begs the customer for future contact
Example 19: “Please contact us if we can be of any further help to you.” (Letter
Example 20: “If there is any further information you require, please contact us.” (Letter 26)
- Example 21: “Please note especially the items on safety and fuel economy – the main selling points of this product.” (Letter 32)
Imperative sentences not only fulfill the writer's intent but also positively impact readers by ensuring that the messages are immediately memorable.
Another direct way to have an action from the reader is to invite them like in the following example,
Example 22: “We invite you to test the samples” (Letter 13) This sentence can bring the customer an impression of being served passionately
Besides, various structures are employed as tools to get the customers to do something
In situations where a product is unavailable, a directive is employed to initiate alternative orders For instance, a communication may state, "We do hope, however, that it will be possible for us to make an offer in the very near future," indicating a proactive approach to securing future availability.
The indirect directives are usually employed to show the respective attitude of the suppliers when they have desires referring to customers‟ actions Considering the following sentences,
Discover our exclusive "Gold Ring," a remarkable success that invites you to consider its unique quality This carefully crafted message subtly encourages you to explore the product without pressure, making it an enticing option for your next purchase.
- Example 25: A reluctant request is posed politely “We shall, therefore, be obliged if you will let us know the quantities, the times of shipment you require” (Letter 16)
In business response letters, directive sentences play a crucial role in both direct and indirect request structures Direct requests effectively provide information and encourage customer orders, while indirect requests foster positive emotions and demonstrate respect towards the reader.
1.1.3 Expressives in business response letters
Response letters serve as a vital link between customers and suppliers, playing a crucial role in business communications When a company receives an inquiry, demonstrating a positive and prompt attitude is essential, as it significantly influences the success of future transactions.
When suppliers demonstrate genuine interest in fulfilling orders and providing their products and services, it fosters a welcoming atmosphere for customers, encouraging them to continue business relationships An effective business response letter must include expressive speech acts to fulfill this essential role.
In most of the collected letters, the writers begin with a thank you sentence referring to the customers‟ inquiries For instance:
- Example 26: “Thank you for your letter of Friday, 22 November 2013 concerning the creation of a new image for the Yunan route.” (Letter 4)
- Example 27: “Thank you for your inquiry about the availability of a single room for six nights from Monday, 30 December 2013 to Monday, 6 January 2 014.”
(Letter 5 – See Appendix 3 for further evidence)
- Example 28: “Thank you for your enquiry of 28 June in which you expressed an interest in relating a selection of our products in our shops in France.” ( Letter 17)
Besides using direct words “thank you”, many writers choose other motivate language such as
- Example 29: “We certainly appreciate your interest in Maxine Sportswear ”