Contrastive Rhetoric: Investigating Politeness and Intimacy in Business Email Communications in Four Asian Countries

511 commercial emails from four Asian countries, namely China, Pakistan, India, and Iran have been analyzed in a mixed-method design. The focus of the study is on the two features of politeness and intimacy. In the quantitative analysis, the model proposed by Brown Levinson (1987) and that of Coulmas (2005) which have drawn upon the features of indirectness in requesting and the length of letters as the indicators of politeness are used. In the qualitative and descriptive analysis formality in salutation and opening clause as well as the use of abbreviated forms are taken into account. The result shows that Iranians use the most polite style in their business letters, while Chinese use the most intimate discourse. On the other hand, Indians use both the least polite and intimate style in their business letters. Pakistanis’ use of polite and intimate style is not as conspicuous as that of Iranians and Chinese respectively. The findings are hoped to help better inter-cultural understanding, especially with respect to written rhetorical characteristics.