Persuasive and politeness strategies in cross-cultural letters of

request in the Thai business context

BY Dr.Ora-ong Chakorn

Chavaleephorn Boonma

550132045

What is a letter of request?

O McComas and Satterwhite(1993)divide 4 groups

O Appointment and reservation request

O Buying inquiries: ask for informationabout product or servicesO General requestO Persuasive request: A request for

cooperation, gifts or favors

Distribution and position of request

O Ora-ong Chakorn focus on analysis letters of request written in English by Thai speakers and Native English speakers.Thai letters-TH

Non Thai letters-NTO Bargiela-Chappini and Harris(1996) introduce

the terms ‘pre-request’-alerter/inform the reader of the purpose of the letter and ‘post-request’ emphasis, expansion,thanks= structural representation of written requests.

Structural representation of written request

O EX. Dear Mr. Schrimpf,

Further to our telephone conversation, I would like to request your kind assistance………(1)-pre-request.=alerterHaving the construction of the benchmark yield curve in mind, we would like to learn the following points:(2)actual request1………..2………..Should you have any article or literature regarding the government bond yield curve, we would be most grateful if you could fax us….(3)actual request=what the writer requires from the readerPlease accept our gratitude for your kind assistance(4)post-request= expression of gratitude

Linguistic realisation of requests

O According to Yli-Jokipii(1994) states that the structure of request consists of declarative(need/wish/self-obligation statement), interrogative

- polar interrogative/yes-no type- content interrogative/WH typeimperative and modal-initial(the type of request that starts with a modal verb

Linguistic realisation of requests/ compare between TH and NT letters

O Declarative moodO Halliday(1994) states that “The

grammatical category that is characteristically used to exchange information is the indicative; within the category of indicative, the characteristic expression of a statement is the declarative”

Ex. ‘We would be grateful if you could return the fax with any changes necessary

O - the modals would and could are used extensively in most declarative requests

O 1. Need statement-is the most direct style of request

O Ex. ““As part of our web site’s database, we need your valuable hotel’s information and slides”-TH

O “I also urgently need a list of possible places in Thailand that can provide ‘regulation size’ swimming pools for training.-NT

TH writers- soften the tone of ‘need’NT writers-more clearly and directly

O 2.Wish statement-the writers may use the verbs ask, request, inquire, would like to, to express his/her wish

O Ex. ‘ I ask you to join me in making a gift to this year’s Annual Fund’-NT

O “Consequently, we would like you to advocate our new business…..”-TH

O TH writers like to use the term would like to in order to express their wishes whereas NT writer seem to use the verbs ask or request.

3.Self-Obligation statement

O Ex. “ I would be grateful if you could complete the attached short questionnaire”..-NT

O “We would be highly appreciated if you could kindly provide us the list of toy…”.-TH

O If-clause with the expression of gratitude or appreciation was used more in the TH letters

*Imperative-Halliday (1994)states that an independent major clause is either indicative

or imperative in mood.

O EX. ‘Please fax the completed questionnaire to….’-NT

O ‘Please give me any comment or advice’-TH

O It is found that the imperative request seems to use ‘please’ to present the politeness so only found in the TH letters to use more politeness and formality.

Polar interrogative-Halliday(1994)states that within the category of interrogatives, there is a further distinction between yes/no interrogative

O Ex. ‘Also are there particular hotel group or ground travel arrangers who offer travel agents discounts?’-NT

O ‘ Do you want to take part of this competition as well?’-TH

O NT and TH writers use very few interrogative requests without modals and it can be noticed that the writers don’t only expect yes/no answers but also some more information

The concepts of face and politeness

O The word ‘Kreng jai’ in the Thai context is important for Thai people because they try to avoid argument and to maintain their relationships in Thai society. The closest word is “consideration” in English.

O According to Sukwiwat(1935) states that ‘kreng jai’ can be translated as “ to have consideration for (someone).” Or “to be reluctant to impose on(someone).

Politeness strategies in cross-cultural letters of request

The differences between Native speakers of English and Thai writers use of

politeness strategies can be found from NT and TH letters of request.

O 1.NT letter uses only one negative-politeness strategies (expressions of indebtedness; Brown and Levinson(1987) Ex. “I would be extremely grateful to receive” and “ I would like to thank you in advance”. TH letter quite different types of negative-politeness strategies as Hinds(1990) call “ a delayed introduction of purpose” because the request message comes at the end after a long introduction in TH letter.

2.Most NT letters of request are quite short and seem to use fewer

politeness strategies than TH letters.O NT letters use more ‘baldly on

record’ in their requests through ‘need’ statement’ and they use modal-initial interrogative without the politeness marker ‘please’.

O Ex. “I ask you to……”, “I need…..”, “Could you……”

3.TH letters use delayed introduction of the actual requests

Opassive voice, use of word “kindly”, offer, expressions of gratitude and the politeness makers “please” Ex. The word ‘pleases kindly……” not found in any NT letter.

Example of formal letter

OThis letter represents formal old business relationship between The Ministry of Foreign Affairs and Consulate-General of USA in Chiang Mai.

conclusionO - Teachers should emphasis accuracy

in English usage by acknowledging linguistic in order to success in business communication

Q&AO 1. “Could you kindly sponsor us for

this amount?O Modal-initial interrogativeO 2.We would like to get two copies of

the English annual reports.O Declarative mood-wish statement

References

- Chakorn, O. (2006). “Persuasive and Politeness Strategies in Cross-Cultural Letters ofRequest in the Thai Business Context”. Journal of Asian Pacific Communication.Special Issue on Asian Business Discourse. 16 (1): 103-146.- Chakorn, O. (2004). “Written Business Requests: A Cross-Cultural Study of English RequestWriting in the Thai Business Context”. In C. Gouveia, C. Silvestre and L. Azuaga(eds.) Discourse, Communication and the Enterprise: Linguistic Perspectives.Portugal: University of Lisbon Centre for English Studies.- Chakorn, O. (2002). “Promotional Writing in the Thai Business Context: A Cross-CulturalAnalysis of Sales Promotion Letters”. NIDA Language and Communication Journal.- Chakorn, O. (2007a). “Written Business Invitations: A Cross-Cultural Rhetorical Analysis”.In G. Garzone and C. Ilie (eds.) The Use of English in Institutional and BusinessSettings. Bern: Peter Lang.- Halliday, M.A.K. (1978). “Language as Social Semiotic: the Social Interpretation ofLanguage and Meaning”. London: Edward Arnold.