This document analyzes the use of persuasive and politeness strategies in letters of request written in English by Thai and native English speakers in a business context. It finds that Thai letters tend to be longer and use more indirect and delayed politeness strategies like passive voice and expressions of gratitude. Native English letters are shorter and more direct, using needs statements and modal interrogatives without politeness markers. The document examines linguistic realizations of requests like declaratives, wishes, obligations and imperatives. It discusses how the Thai concept of "kreng jai" emphasizes consideration and reluctance to impose on others. Overall teachers should emphasize accurate English while acknowledging cultural differences in business communication strategies.

1. Persuasive and politeness
strategies in cross-cultural
letters of request in the Thai
business context
BY
Dr.Ora-ong Chakorn
Chavaleephorn Boonma
550132045

2. What is a letter of request?
O McComas and Satterwhite 1993 divide 4
groups
O Appointment and reservation request
O Buying inquiries: ask for information
about product or services
O General request
O Persuasive request: A request for
cooperation, gifts or favors

3. 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-NT
O 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.

4. 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.=alerter
Having the construction of the benchmark yield curve in
mind, we would like to learn the following points: 2 actual
request
1………..
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 reader
Please accept our gratitude for your kind
assistance 4 post-request= expression of gratitude

5. 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 type
imperative and modal-initial the type of
request that starts with a modal verb

6. Linguistic realisation of requests/
compare between TH and NT letters
O Declarative mood
O 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”

7. 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

8. 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.

9. 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

10. *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.

11. 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

12. 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).

13. Politeness strategies in cross-cultural
letters of request

14. 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.

15. 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……”

16. 3.TH letters use delayed introduction
of the actual requests
O passive 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.

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

19. conclusion
O - Teachers should emphasis accuracy in
English usage by acknowledging linguistic
in order to success in business
communication

20. Q&A
O 1. “Could you kindly sponsor us for this
amount?
O Modal-initial interrogative
O 2.We would like to get two copies of the
English annual reports.
O Declarative mood-wish statement

21. References
- Chakorn, O. (2006). “Persuasive and Politeness Strategies in Cross-Cultural Letters of
Request 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
Request
Writing 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-Cultural
Analysis 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 Business
Settings. Bern: Peter Lang.
- Halliday, M.A.K. (1978). “Language as Social Semiotic: the Social Interpretation of
Language and Meaning”. London: Edward Arnold.