 Self-denigration and Others-elevation Maxim（贬己尊人准则）: to depreciate self or something related to self and to respect others and things connected with others。

 Address Maxim（称呼准则）: to address other in an appropriate way。 It shows the hierarchical order system of Chinese society。

 Refinement Maxim（文雅准则）: to use words not only properly but also gently。 Vulgar words are forbidden in a conversation, especially in a normal occasion。

 Agreement Maxim （求同准则）: to try our best to minimizing the difference between self and other and try to reach a harmonious situation。

 Virtue-word-behavior Maxim（德、言、行准则）: in motivation, to minimize the cost others offer and to maximize the benefits to others; in words, to exaggerate the benefits of others to your own as far as possible and to decrease the price you paid。

3。3 Differences between Chinese and English Politeness principles

According to the careful analysis of the “six criteria” and the “five criteria”, we can see that there is no difference between the two in essence, but there is a different focus on the formulation。 For example, Gu’s “Self-denigration and Others-elevation Maxim” is the equivalent of Leech’s “Modesty Maxim” and “Approbation Maxim”, Gu’s “Self-denigration and Others-elevation Maxim” included in the range seems to be larger。 Leech’s “Approbation Maxim” is similar to Gu’s “Agreement Maxim”, and “Refinement Maxim” is also included in “Tact Maxim”, in a sense, “Address Maxim” is reflected in Leech’s “Tact Maxim” and “Modesty Maxim”。 

As a kind of social cultural phenomenon, politeness is of great importance to establish and maintain good interpersonal relationships for effective communication。 The universality of politeness phenomena contributes to prosperous cross-cultural communication, while cultural differences of politeness phenomena often trigger cross-cultural communication barriers。 The politeness principles respectively proposed by Leech and Gu Yueguo have different cultural characteristics, therefore, it is very necessary for us to start from a cross-cultural perspective and correctly understand politeness principles proposed by two sides so as to accurately use polite language, so much so that intercultural communication can be proceeded smoothly。

Leech summarized the general followed criteria in usage of human language into six aspects, thereinto, “Approbation Maxim” and “Modesty Maxim” are separate, while Gu Yueguo combined the two and summarized as “Self-denigration and Others-elevation Maxim” (Li 29)。 Gu also proposed “Refinement Maxim”, and Leech did not explicitly put forward。 Leech’s “six criteria” with greater generality can objectively be summarized human society manners, and Gu specifically generalize politeness phenomenon in Chinese Society。 Such as “Address Maxim”, “Self-denigration and Others-elevation Maxim”, a more intuitive summary of the Chinese people’s daily speech acts norms (Gu 255)。 Thus, there is a difference between the two ways of generalization。

The main body of the “five criteria” mentioned by Gu Yueguo is “Others-elevation”, and also emphasizes the “Self-denigration”, and the both are closely linked。 People often tell lies in order to “belittle themselves” in daily communication, which is contrary to the cooperative principle。 Leech also mentioned “Self-denigration” in “Modesty Maxim”, but “Others-elevation” and “Self-denigration” are not necessarily linked, respecting people also cannot depreciate yourself。 The differences in the above expressions, which are mainly attributed to Leech and Gu Yueguo’s different backgrounds and the starting points。 Leech’s politeness principle is based on the background of English。 As a tool for intercultural communication, English promotes Leech to consider the needs from different countries, nations and the community, and makes the “six criteria” based on a more inclusive culture be of great generality and universality。 The starting point of Gu Yueguo is to summarize the phenomenon of politeness in Chinese culture, and focus on the historical origin of Chinese culture。