118．要赢得谦恭有礼的名声
　　要赢得谦恭有礼的名声，这样你就足以招人喜欢。礼仪是文化的主要组成部分，就像是一种巫术--有"礼"走遍天下，无"礼"寸步难行。一人不懂礼貌，如因骄傲自大则可恶；如因缺乏教养则可鄙。礼多人不怪，只要对不同的人区别对待就行（否则就是不公）。对手之间如果也能以礼相待，则说明你这个人英勇无畏。以礼相待无须付出太多，却受益多多：敬人者人恒敬之。礼貌和恭敬的好处就在于：既能有惠于人，却又于己无碍。


118．Acquire the reputation of courtesy
　Acquire the reputation of courtesy; for it is enough to make you liked. Politeness is the main ingredient of culture－a kind of witchery that wins the regard of all as surely as discourtesy gains their disfavour and opposition; if this latter springs from pride, it is abominable; if from bad breeding, it is despicable. Better too much courtesy than too little, provided it be not the same for all, which degenerates into injustice. Between opponents it is especially due as a proof of valour. It costs little and helps much: everyone is honoured who gives honour. Politeness and honour have this advantage, that they remain with him who displays them to others.