Abstract and Key Words

Abstract: In order to avoid ambiguity and misunderstanding caused by linguistic and cultural differences, negotiators should have a profound understanding of each other’s language and culture and pay more attention to the use of polite language which helps establish a friendly cooperation and makes business negotiation successful if used efficiently. This thesis discusses the pragmatic differences of polite language. Firstly, the author points out that the pragmatic differences result from cultural differences. As far as polite language is concerned, the Chinese culture is a high context culture while the American culture is a low context one; the Chinese culture is characterized by hierarchy while the American culture is distinguished by egalitarianism. Secondly, she divides polite language into three major categories: compliment, vague language, and euphemism, and analyzes the pragmatic differences of polite language between Chinese and American negotiators. Thirdly, she elaborates tactics of using polite language. Finally, a conclusion is drawn.

Key words: cultural difference, pragmatic difference, polite language，tactic

摘要：为了避免谈判中因语言差异而造成的歧义与误解，谈判者应对能决定谈判是否能顺利进行的礼貌语的语用差异问题进行较为深入的研究与分析。本文旨在分析中美商务谈判中礼貌语的语用差异.首先，作者指出文化差异导致了语用差异。其中，中国文化是高语境文化而美国文化是低语境文化；中国文化注重阶层而美国文化强调平等主义。其次，作者将礼貌语言分为恭维语、模糊语、委婉语三大类进行研究并分析中美谈判者礼貌语语用差异。再次，作者提出了恰当的礼貌语使用策略，并在文章最后给出结论。

关键词：文化差异；语用差异； 礼貌语；策略

1.    Introduction
Along with the development of globalization, business enterprises in China have to face more and more business negotiations with foreign enterprises, especially with American enterprises. In these negotiations, Chinese negotiators sometimes feel confused, lost, irritated because of the pragmatic differences of polite language brought by differences in language and culture. Meanwhile, American negotiators confront the same problem. Pragmatic differences of polite language are a crucial cause which damages a friendly atmosphere, leaves an unfriendly impression and even destroys business. Therefore, understanding pragmatic differences and crossing over language obstacles become an indispensable part in business negotiations between China and America.
In this thesis, the author first discusses reasons for the pragmatic differences: high context vs. low context, hierarchy vs. egalitarianism. Then in the second part, three types of polite language are elaborated which are often used in business negotiation, that is, compliments, vague language, and euphemism. The author will illustrate in detail the pragmatic differences through instances. Finally, according to these differences, she will put forward some suggestions to avoid the predicament caused by the differences. The purpose of this thesis is aimed at creating an amicable atmosphere and raising negotiation efficiency, therefore probably leading to a successful and rewarding ending of business negotiations.