商务英语谈判中委婉语的语用策略_英语论文

Pragmatic Strategies of Euphemism in Business English Negotiations

摘要

随着各国经济的发展，国际贸易日渐频繁，英语已经成为了国际间商务交流活动不可或缺的语言工具。在国际交流商务活动中，为了能够最大程度的给予客户以满意和信任，商务活动人士在进行商务交际时常借助委婉语或委婉表达方法含蓄、礼貌的表达自己的意愿和观点，从而创造出和谐的气氛以达到交易双方各自预想的目标。在国际贸易中，商务谈判是否成功至关重要。由于委婉语的不恰当使用而影响商务谈判的成功的事情也时有发生。因此，研究怎样在商务英语谈判中恰当的使用委婉语就有重大的研究价值。目前，对于委婉语的研究主要侧重于修辞和语义的角度及其功能方面，少有对其语用策略的研究。鉴于此，本文重点研究其在商务英语谈判中语用策略，进而揭示委婉语的准确运用对国际商务谈判的重要影响。本文研究的意义在于为商务英语谈判策略提供一个新思路，为在商务谈判中正确运用委婉语提供详细完整的策略，从而更有效地促进国际贸易的发展。

关键词：商务英语谈判；委婉语；语用策略

Abstract

With the great development of the economic globalization, international trade is becoming more and more frequent. English has become an indispensable tool for international business activities. In international business activities, for the sake of gaining the maximal satisfaction and trust from customers, business people often use euphemism to express their views and intentions through polite and implicit statements and to create a harmonious atmosphere in order to achieve their intended purpose during business communications. The success of business negotiations is crucial in international trade. The failures of business negotiations owing to the improper use of euphemism also happen now and then. Therefore, the exploration of how to use the euphemism in business English negotiations is of great importance. At present, the study of euphemism mainly focuses on the perspectives of rhetoric and semantic and its functions, few on its pragmatic strategies. In view of this, this paper focuses on the pragmatic strategies in business English negotiations, and reveals the important impact of the use of euphemism on business English negotiation. The significance of this study is to provide a new outlook on business English negotiation strategies, to provide a detailed and complete strategy for the correct use of euphemism in business negotiations, so as to promote the development of international trade more effectively.

Key words: business English negotiation; euphemism; pragmatic strategies

Contents

Acknowledgements.i

Abstract & Key Words in English.ii

Abstract & Key Words in Chineseiii

Introduction.1

1. Business English negotiation.1

  1.1 Definition of business English negotiation1

  1.2 Features of business English negotiation.2

1.2.1 Governmental authorities2

1.2.2 Different ideologies.2

1.2.3 Cultural differences.3

1.2.4 Different currencies.3

  1.3 Pragmatic features of business English negotiation.3

1.3.1 Politeness.3

1.3.2 Humor4

1.3.3 Vagueness4

1.3.4 Euphemism5

2. Euphemism5

  2.1 Definition of euphemism5

  2.2 Classification of euphemism6

2.2.1 Traditional euphemism6

2.2.2 Stylistic euphemism6

  2.3 Formation methods of euphemism7

2.3.1 Lexical means7

2.3.2 Grammatical means.8

2.3.3 Rhetorical means.8

2.3.4 Phonetic means8

3. Pragmatic strategies of euphemism in business English negotiations.9

  3.1 Fuzzy strategy9

  3.2 Syntactic strategy.10

     3.2.1 Subjunctive mood .10

     3.2.2 Passive voice.10

     3.2.3 Past tense.11

     3.2.4 Interrogative sentences.11

  3.3 Empathic strategy.11

  3.4 Shirking strategy12

  3.5 Conceding strategy.13

4. The effect of application of euphemism in business English negotiation13

  4.1 Easing atmosphere13

  4.2 Keeping face.14

  4.3 Establishing long-term business relationship.14

Conclusion.15

Notes17

References18