毕业论文文章外11.7班 谢雷 1104030711--修改完成稿.doc

《毕业论文文章外11.7班 谢雷 1104030711--修改完成稿.doc》由会员分享，可在线阅读，更多相关《毕业论文文章外11.7班 谢雷 1104030711--修改完成稿.doc（15页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、绵阳师范学院本科生毕业论文（设计）题 目The Applications of Euphemisms in Business Negotiations商务谈判中委婉语的运用专 业英语（商务方向）院 部外国语学院学 号1104030711姓 名谢 雷指导教师 强 萍 （讲师）答辩时间二一五年四月论文工作时间： 2014年 6 月 至 2015 年 4 月Contents1. Introduction1 1.1 Current situation of Business Negotiations. . .1 1.2 Euphemisms in Business Negotiation. .12.

2、Literature review.1 2.1 Cooperative Principle.2 2.2 Face Theory.23. Applications of Euphemism in Business Negotiation2 3.1The application ofeuphemismin different situations. .3 3.1.1 The application ofeuphemism in Reminding Others .3 3.1.2 The application ofeuphemism in Raising a Question . 4 3.1.3

3、The application ofeuphemism in Correcting Mistakes.5 3.1.4 The application ofeuphemism in Refusing Others.5 3.2 The application ofeuphemism at Lexical Level .6 3.3 The application ofeuphemism at Grammatical Level.74. Significance of Euphemism in Business Negotiations.85. Conclusion.9Bibliography.10A

4、cknowledgments.11商务谈判中委婉语的运用学生姓名: 谢雷指导教师: 强萍摘 要: 随着中国经济的迅速发展,英语已成为国际间商务活动不可缺少的语言工具。在国际商务活动中,为了最大限度地给客户以满意和信任,商务活动人员在进行商务交际时常借助委婉语和委婉表达方式礼貌、含蓄地陈述自己的观点和愿望,以此创造良好的氛围以达到交易双方各自预期的目的。委婉语作为重要的修辞手段之一在商务英语中的表达法灵活多样。对它的语用功能和表现手法的熟练使用将使商务人员受益匪浅,同时委婉语也是捕捉商机、吸引客户、促销商品、开拓市场的有效手段,因此是商界竞争获取成功的重要途径之一。委婉语其本质是一种间接言语行为

5、。为了保护交流双方的面子,言语交际中必须要讲究使用恰当的语用策略,使用委婉语是保留交际双方尊严的有效的方法之一。本文以此为契机，根据Grice的会话含意理论和Brown 与Levinson的面子理论为基础，重点探讨了委婉语在不同商务谈判情景中的运用,从而增加谈判的成功率。关键词: 商务英语谈判；委婉语；运用； The Applications of Euphemisms in Business NegotiationsUndergraduate: Xie LeiSupervisor: Qiang PingAbstract:With thecontinuousdevelopmentofChina

6、seconomyandfurtherdeepened reformandopening up, English has become an essential element for international cooperation. In international negotiations, with the goal of maximizing customers satisfaction and trust, people usually take advantages of euphemisms and euphemistic ways of communication to co

7、nvey their ideas and expectations with courtesy and implication, thus to achieve an amicable atmosphere and reach an agreement. As an important means of rhetoric expressing, euphemisms has a flexible way of expression. Businessmen will benefit from a better understanding of its pragmatic function an

8、d expressing style. Meanwhile, euphemism is also a critical way of capturing business opportunities, attracting customers, promoting sales, and exploiting market. Owing to this, its a vital way to get success under business competition. As a matter of fact, euphemism is a sort of indirect language p

9、henomena. And to protect the faces of both sides, proper using of language must be adopted when chatting with others, and its one of the effective approaches to protect the esteem of both sides. Based on the implicative conversational theory proposed by Grice and face theory proposed by Brown and Le

10、vinson, this study mainly focuses on the use of euphemism in different business negotiations to increase the success rate of negotiations.Key Words: Business Negotiation; Euphemism; The application1. IntroductionIn our daily communication, misunderstanding or conflicts may come into being due to ina

11、ppropriate use of language. Euphemism plays an important role in lubricating peoples communication and maintaining good interpersonal relationship. That is to say. Euphemisms can be used to avoid taboos, and show politeness in our everyday life. To begin with, this chapter aims to shed light on the

12、annotation of euphemism, and get a general understanding of euphemism.1.1 Current situations of business negotiationsAlong with globalization, business communication is expanded. Many commodities are exported to foreign countries, and a large number of foreign goods are imported into our own country

13、 as well. Therefore, international business negotiation has become increasingly frequent. People with different cultural background to sit together. For a common goal and negotiation efforts and made their own interests. However, the negotiations on both sides of the cultural background, the habit o

14、f expression, choice of words style different, more or less to trigger unnecessary disputes at the negotiating table. Negotiate terms of improper use often make seemingly on the success of only one step away negotiations become unreachable. Therefore, in business negotiations, the negotiating partie

15、s in order to maximize the interests of all parties at the same time, but also to maintain the equal and harmonious atmosphere of negotiations, so negotiations proceed smoothly, a good foundation for the future lay a long-term cooperation. The use of euphemism has become very important, analysis fun

16、ction of euphemism application form, in business negotiations has important significance and impact on business negotiation.1.2 Euphemisms in Business NegotiationIn international business negotiation, in order to win the negotiation, make the customers feel satisfied and confident, business people o

17、ften use the euphemism in their communication, To state their views and wishes by using this important rhetorical. In Business English, from the establishment of trade relations with inquiry, offer, counter-offer, priced to ship, insurance, credit transfer check, loan payments, claims and other comp

18、laints will use a lot of euphemism expression. Euphemism in business negotiation usually is represented in terms of vocabulary and grammar. Lexical means are one of the most important devices in the formation of English euphemism. In business English people always use the euphemistic words to give o

19、ut a special requirement or express their ideas such as “think”, “hope”, “regret”, “please”, etc. In this way their phraseology could be less subjective yet express their viewpoints clearly. Besides, Euphemisms are reflected in different tense and mood, such as “I dont think”, “I am afraid”, etc. So

20、 that, there are many kinds of ways for the application of euphemism in business negotiation has. 2. Literature reviewMostly we take Euphemism as a language phenomenon, but further thinking it and you could find that its more a culture phenomenon. Looking at from the perspective of human civilizatio

21、n, its one of the particular forms of conventional taboo. Though the motivation and purpose of using euphemism are not always same, it will undoubtedly help us sometimes when we want to convey what we intend to. In this part, euphemisms are analyzed from its pragmatic function to explore the guidanc

22、e of the criteria of respect and coordination, indirect speech acts theory, face theory of euphemisms.2.1 Cooperation PrincipleCooperation principle, which came into being in 1960s, has greatly helped the research of pragmatics of language. Numerous theories came out later based on the cooperation p

23、rinciple, such as politeness theory, face theory and so on. And cooperation principle becomes the important theory to explore in language phenomenon study. It is generally acknowledged that in social science and especially for linguistics, the cooperation principle describes in which way people inte

24、rplay with each other. This principle is mostly used and taken as a description of peoples normal behavior in communication, although it is normally phrased as a stipulative instruction. Four aphorisms of cooperation principle formed after years of compliance by people, they are quantity aphorism, r

25、elation aphorism, quanlity aphorism, manner aphorism. These aphorisms are regarding about the reasonable rules abided by people. Moreover, these four principles are concerned following points. (First) Be truthful to your conversation. (Second) Provide a certain quantity of information. (Third) Circu

26、mlocution is also unexpected. (Fourth) Be relevant. 2.2 Face TheoryFace theory, proposed by American linguists Brown and Levinson, constitutes a Key element in the analysis of conversation. From their point of view, Brown and Levinson believe that face of both sides of conversations may be threatene

27、d, namely, both speaker and listener confront with the face threatening. Consequently, most speech behavior is face threatening act the purpose of conversation is to protect ones own face, to guarantee face is not threatened. And then the function of polite conversation is in what face can be protec

28、ted, and threats to face can be lowered. To protect the prestige of interlocutor, euphemism acts on the speaker to soften potential conflict. In addition, it supposes a way to minimize a threat to the interlocutors liberty. Then, euphemism and face theory connected to each other. “Face, refers to a

29、speakers sense of social identity. Any speech act may impose on this sense, and be therefore face threatening. The conclusion we can draw from the above analysis is that, euphemistic strategies and face are mutually dependent. The motives to protect ones or others face promotes euphemistic use which

30、 aims to circumvent offence in social discourse.3. Applications of Euphemism in Business NegotiationWhen two sides intend to reach an agreement, settle an argument and at last get their own interests, they need to seat down and make a dialogue, this dialog we called Negotiation. 3.1The application o

31、feuphemismin different situations Nowadays, it is a widely acknowledged trend to reach a win-win situation. Negotiation atmosphere is one of the most important elements of business negotiation. This element is the sum of psychological factors and psychological feelings. When the both sides are prepa

32、red and start to make a negotiation, their feeling will change in some degree which directly reflects their honest, ethnic habits, cultural attributes, linguistic style, and state of mind etc. Mostly, a friendly, active and sound atmosphere can be created by both party, but there also have exception

33、 of course, such as when negotiation parties intend to settle complex trade dispute or one party want to compel the other side to make concessions and finally win its own benefits. Sound atmosphere shall push negotiation forward to the positive direction. On the other hand, unsound atmosphere will h

34、ave a bad impact on negotiation course. So, If both parties want to reach a favorable agreement, an advantageous atmosphere to be created is much essential before the negotiation or during the opening phase. In order to set up a positive image at the end of customers, and build an amicable environme

35、nt for negotiation, a good negotiator should not only have a good master of negotiation tactics, but also must be professional and skillful expression. A good negotiator is essential for each parties, he can nose out the mental change of the opponent of negotiation, and even could ease tensions and

36、embarrassed atmosphere when a plight occurred, which finally win more benefits for his sides. This part will discuss the application of euphemism in international business negotiation. And several practical examples will be given to demonstrate that the euphemisms can create friendly negotiation atm

37、osphere, and contribute greatly to a successful negotiation. 3.1.1 The application ofeuphemism in reminding othersThe ways of reminding in business negotiations can be quite artistic thing which needs speakers rather elaborate utterance talent. The expression engaged in the negotiation can be neithe

38、r too aggressive, nor too self-effacing.Occasionally, businessmen may find that he has to remind his negotiators of something they may forget or other cases. An abrupt reminding perhaps destroys the whole negotiation, so it cant be too careful to manage his locution, especially when reminding others

39、 to pay your money. Because, improper location probably makes others think that you doubt their honesty.Example:This example is two contractors are talking about one of their suppliers.A: I think Smith is a good businessman.B: Good? He could sell crude to Saudi Arabian.Apparently, A think that Smith

40、 is an honest businessman who can be trusted in. While B knows the real case, he doesnt remind A that Smith is a guy who is good at deception. In many societies, its impolite to assess somebody, especially when it is negative, which may be a taboo in many countries. B takes a euphemistic way to admo

41、nish his partner not to be cheated by Smith. In this way, A can get an idea of what Smith is like, and B achieves his goal. In fact, B uses hyperbole rhetoric in his speech, which the Saudi Arabian most probably doesnt need crudes.As is discussed above, rhetorical ways of euphemism are an effective

42、way of conveying ones thoughts. Most of the time if one wants to achieve his goal to remind somebody, he may pay too much attention to not offending others. This may result in an intended result that the reminding may not work. Thus modest exaggeration of the possible result of events can have a bet

43、ter effect.3.1.2 The application ofeuphemism in Raising a QuestionIn business negotiation, every glitch can make a company costly, even can be a catastrophe. So, it is very important to make clear what your counterpart is talking about. Raising a thoughtful question cannot only demonstrate that you

44、are listening carefully to the speaker to give them your respect, but also find faults of your rivals, to struggle for most interests for your company. There are a number of ways to raise an enlightening question. These questions include non-open questions, conclusive questions, multi-angle question

45、s, discussed questions, and mandatory questions. Regardless of what kind of interrogative question, the more indirect the question is, the more polite and euphemistic the speaker is. Euphemistic way of speaking doesnt make your questions seem to be presumptuous, but rather genteel. As is known to al

46、l, in English its more polite to use modals such as “should”, ought to and “would, than modals like “will”, “must” ,can, shall in interrogative sentences. Example：In this situation, in aninternational tradeenquiries,the buyer want to geta lower price.A: I want to know we could buy this at a lower price once we increase our order.B: We might consider offering you a more desirable discount, if you submit an order more than $500,000.In the dialogue above, A uses conditional question to revea