Based on Face-saving Theory of Brown and Levinson and the Politeness Principle and six maxims of Leech,this study discusses the polite leadership language,the ways to fulfill its communicative goals and the internal mechanism of pragmatics.

Ever since the early 1970s, dozens of theories have been proposed to explain politeness as a linguistic phenomenon, among which the Politeness Principle of Leech and the Face-saving Theory of Brown & Levinson are two most influential theories in the pragmatic field.

This paper analyzes apology strategies and its use in reply to letter of complaint within the framework of pragmatics, showing how apology strategies relate itself to face theory.

Brown & Levinson s Face Theory,as an influential theory in expounding the phenomenon of politeness,is founded on the basis of Western cultures.

Among many relevant theories, the face theory has already rooted in the forms of address in two disparate cultures, and it is quite worth researching on the realization of the face theory in English and Chinese forms of address.