Humanities & Social Sciences 3 (2016 9) 653-661 ~ ~ ~ УДК 81.2+81’25 On Politeness in Translation Tatyana P. Tretyakova* St. Petersburg State University 11 University Embankment, St. Petersburg, 199034, Russia Received 15.01.2016, received in revised form 07.02.2016, accepted 24.02.2016 The category of Politeness is nowadays a concept which is heavily studied in cultural studies and pragma- linguistics. <...> The aim of this article is to show some major problems of linguistic politeness in connection with the translation studies. <...> There are the following areas under discussion: the concept of negative and positive politeness, speech etiquette, cross and intercultural differences in politeness. <...> As a result it is argued that context pragmatics and translation maneuvering with integrated areas of text potential, audience demand and presentational devices may provide function equivalence in representation of politeness. <...> Keywords: linguistic politeness, verbal etiquette, translation studies, inter- cultural communication, function equivalence, context pragmatics, translation maneuvering. <...> This understanding of politeness is close to moral and ethical norms accepted in the society and it is connected with customs of social and individual behavior in different types of environment. <...> Politeness has become an attractive fi eld of research by scholars of diverse academic fi elds: social psychology, sociolinguistics, linguistic pragmatics, social anthropology, cross-cultural studies and translation studies. <...> In the 21-st century (im) polite forms are refl ecting certain powerful relations conducting individual and group discourses. <...> There has been devised a whole repertoire of cooperative polite © Siberian Federal University. <...> All rights reserved * Corresponding author E-mail address: ttretyakova@eu.spb.ru, tretyakova.tp.50@gmail.com # 653 # behavioral rules for effective socializing in many kinds of professional discourse types. <...> These rules are represented by the choice of verbal and nonverbal codes used in the situations of addressing, meetings, greetings, expressing condolences, apologizing, requests and invitations, agreements and disagreements, approvals and disapprovals, and many other functional spheres of socializing. <...> In 2015 there was marked the tenth anniversary of the Journal of Politeness Research published by Walter de Guyter (Journal of Politeness research Tatyana P. Tretyakova. <...> There are two basic levels of politeness studies: one level <...>