This thesis deals with the use of politeness principles by Leech (1983) in the film Beauty and the Beast. The research was conducted to analyze the types of politeness principles executed by the characters. Moreover, this research was also executed to analyze the factors affecting the characters employ politeness principles, the goals of using politeness in the conversation and the relation between the use of politeness principles and the background of the film.
This thesis is a descriptive qualitative research. The research uses purposive sampling which means that the sampling is based on the objective of the research. Then, content analysis is employed as the technique of data analysis which has four stages, such as domain analysis, taxonomy analysis, componential analysis and finding cultural value.
The result of the research shows that five types of politeness principles are found in the conversation of the characters in the film Beauty and the Beast, namely tact maxim, approbation maxim, generosity maxim, modesty maxim and agreement maxim. Moreover, the use of politeness principles is influenced by the higher power of the interlocutors, far social distance and high rank of imposition. Furthermore, there are six kinds of goals found in this research. They are refusing, asking, offering, praising, begging and inviting. The characters use agreement maxim and modesty maxim to refuse something. Afterwards, they employ tact maxim to ask someone for doing something, invite and beg. Later, generosity maxim is used to offer something to someone. Then, the characters utter approbation maxim to praise someone. The result also shows that there is a relation between the use of politeness principles and the setting of the film. It is because unequal status between man and woman happens at that time. Moreover, the society adores social status.
Keywords: Politeness, politeness principle, pragmatics, factors, goals