從語境順應(yīng)視角看委婉語在國際商務(wù)中的運用

1、 本 科 畢 業(yè) 論 文On the Application of Euphemism in International Business from Context Adaptation Theory從語境順應(yīng)視角看委婉語在國際商務(wù)中的運用學(xué) 院： 專 業(yè)： 班 級： 姓 名： 學(xué) 號： 指導(dǎo)教師： 教師職稱： 2016 年 4 月 8 日On the Application of Euphemism in International Businessfrom Context Adaptation TheorybyXu YuhuanSupervised by Zhang Xuemei Subm

2、itted for the Degree of Bachelor of ArtsSchool of Foreign Language Guiyang UniversityGuiyang, ChinaMay, 2016鄭 重 聲 明本人呈交的學(xué)位論文，是在導(dǎo)師的指導(dǎo)下，獨立進(jìn)行研究工作所取得的成果，所有數(shù)據(jù)、圖片資料真實可靠。盡我所知，除文中已經(jīng)注明引用的內(nèi)容外，本學(xué)位論文的研究成果不包含他人享有著作權(quán)的內(nèi)容。對本論文所涉及的研究工作做出貢獻(xiàn)的其他個人和集體，均已在文中以明確的方式標(biāo)明。本學(xué)位論文的知識產(chǎn)權(quán)歸屬于培養(yǎng)單位。本人簽名： 日期： ContentsAbstract (English).

3、iAbstract (Chinese).ii1Introduction12An Overview of Theories22.1 Definitions of Euphemism22.2 Adaptation Theory33The Euphemistic Strategies in Business Negotiation53.1 Hedging Strategies53.2 Syntactic Strategies53.2.1 Use of Tense63.2.2 Use of PassiveVoice6 3.2.3 Interrogative Sentences73.3 Empathic

4、 Strategy83.4 Shirking Strategy83.5 Conceding Strategy94 The Adaptive Analysis of the Strategies of the Euphemism in International Business Negotiation94.1 Adaptation to Social World104.2 Adaptation to Mental World114.3 Adaptation to Physical World135Conclusion16References17Acknowledgements.19貴陽學(xué)院本科

5、畢業(yè)論文 On the Application of Euphemism in International Business from Context Adaptation TheoryAbstractIn the communicative context, psychological, social and physical adaptation can be activated in speaker and interpreters choice, selection activity has been the part of language use, and this part an

6、d selection component together have become parts of dynamic adaptation. Euphemism is rich in language expression ability; it is a language of art, and a means of good communication. The choice of its use adapts to the context of communication, and thus the use of euphemism in Business English is con

7、ducive to creating a good business environment, to achieve the expected purpose of both parties. Based on the knowledge of euphemism and adaptation theory, this paper studies the use of euphemism in business negotiation, and analyzes the application of euphemism in international business negotiation

8、 from the perspective of adaptation theory.Key words: euphemism; international business; context adaptationi從語境順應(yīng)視角看委婉語在國際商務(wù)中的運用摘要在交際語境中，物理、社會和心理世界的順應(yīng)要在發(fā)話人和釋話人在各自的選擇活動中才能激活，選擇活動成了語言使用的一部分，而這一部分又成為與選擇構(gòu)成動態(tài)適應(yīng)的成分。委婉語具有豐富的語言表達(dá)能力，它是一種語言的藝術(shù)，更是良好溝通的手段。它的選擇使用順應(yīng)了交際語境，因而在商務(wù)英語中委婉語的運用，有利于創(chuàng)造良好的商務(wù)環(huán)境，達(dá)到交易雙方的預(yù)期目的。本文

9、在了解委婉語和順應(yīng)理論相關(guān)知識的基礎(chǔ)上，研究了商務(wù)談判中委婉語的使用策略，最終從順應(yīng)理論的角度分析了國際商務(wù)談判中的委婉語應(yīng)用策略。關(guān)鍵詞：委婉語；國際商務(wù)；語境順應(yīng)ii貴陽學(xué)院本科畢業(yè)論文1Introduction The choice of language in the business negotiation, in the context of the choice to form a dynamic adaptation, so the adaptation theory is a dynamic context. Verschueren put into the context

10、and linguistic context of the background. Communicative context, including language users, speakers and translators, mental world, social world and the physical world. In this process, people tend to choose other language that people use to communicate in this choice is also a necessary choice in th

11、e business. Business English euphemism chose to use formal language of communication, which reflects the speaker's language policy. An old man saying: "Immigration and ask ban, the country and ask vulgar, entry and asked taboo," profoundly expounded the importance of language in the ex

12、change of social relations are complicated, but the language can be described as one of the bridges, which can maintain the network of relationships, and to make it more secure. So business communication, you should try to use proper language policy, this may jeopardize international cooperation(All

13、an&Burridge, 1991:69). Objects referred to by euphemisms certain distance, thus avoiding a direct convey because indecent, disrespectful, inauspicious information brought embarrassment. The purpose of Business English used is to resolve matters, of course, Politeness Principle in which it shows

14、the importance，so choose euphemism for business communication approach is necessary. Business negotiations discourse to select dynamic changes of context or re-create, to make it favorable toward business development purposes; after the change of context and cognitive activation caller again for the

15、 next round choice of language(Brown. P & S. Levinson, 1978:56). This choice and context in a dynamic conform process, or rather the process context and language structures conform to the language selection made in the mutual, ie bi-compliant. This two-way discourse meaning compliance dynamicall

16、y generated to promote satisfactory sites require people to be close to business negotiations to achieve. Therefore, as a business negotiation Pragmatic Strategies，whether it is the caller or unconscious deliberate choice to use, whether it is due to multiple causes internal structure of the English

17、 language needs of business or outside, In fact, in business negotiations, appropriate language policy, which is Business English euphemism use is the key to the negotiations2An Overview of Theories Euphemism is the language of communication in the language and culture often seen phenomenon, which i

18、s also an important component of language. Most people use euphemism in daily life in order to avoid embarrassment or offence to the listener/receiver.2.1 Definitions of EuphemismEuphemism comes originally from the Greek word euphemism, meaning “good/fortunate speech” in which “eu” from the Greek is

19、 root-word with the meaning of “good/well” and another root-word “pheme” meaning “speech/speaking”(Çerpja, Adelina；Marteta, Rafaela, 2015:13) . In different dictionaries, the definitions are different. For example, euphemism in Webster's Ninth New Collegiate Dictionary (1984) is d

20、efined as “substitution of an agreeable of inoffensive expression for one that may offend or suggest something unpleasant”. In Collins Cobuild Essential English Dictionary (1989) euphemism is regarded as “a polite word or expression that people use when they are talking about something which they or

21、 other people find unpleasant or embarrassing, such as death or sex”. And in Oxford Advanced Learners EnglishChinese Dictionary (2004), Since euphemism to express different views and opinions indirect avoid embarrassing and unpleasant exchanges, in business communication is more easy to accept, and

22、will not lead to adverse exchange towards direction. Due to various factors, different scholars definition of euphemism is not the same. “Mild, agreeable, or roundabout words used in place of coarse, painful, or offensive ones” (Rawson Hugh, 1981:1) “Substitute an inoffensive of pleasant term for a

23、more explicit, offensive one, thereby veneering the truth by using in words”(Neaman and Silver, 1983:361-371). “Alternatives to dispreferred expressions, and are used in order to avoid possible loss of face. The dispreferred expression may be taboo, fearsome, distasteful, of for some other reason ha

24、ve too many negative connotations to felicitously execute Speaker's communicative intention on a given occasion”(Allan &Burridge, 1991:69). In China, it was Chen Wangdao who firstly defined euphemism. He regarded euphemism as “a figure of speech in which roundabout and implicit words and exp

25、ressions are used to substitute direct expressions to hint the meaning” (Chen Wangdao, 1976:192).From these definitions mentioned above, although they differ in terms of wording and point of view, we can find the same point, that is, they all agree that euphemism is an expression used by the speaker

26、/writer to be less offensive, embarrassing or even troubling to the listener/receiver. It can make the unpleasant things sound better, and make people feel more pleasant and at the same time make both the speaker/writer and hearer/receiver feel better in communication without losing face. However, p

27、arents do not want to hear the child to find an excuse for their own mistakes, saying some words that not responsible and here is an example.2.2 Adaptation TheoryLinguistic Adaptation Theory is initiated, developed, and finally proposed by J. Verschueren, the secretary general of International Pragm

28、atics Association in 1999.It offers a general functional perspective on language and a brand-new theoretical framework for linguistic research. Verschueren defines pragmatics as "a general cognitive, social and cultural perspective on linguistic phenomena in relation to their usage inform of be

29、havior"(Verschueren, 2000:7).Linguistic adaptation theory is a description and explanation of the use of language in the following four aspects: contextual correlates of adaptability, structural objects of adaptability, dynamics of adaptability and salience of adaptability. This paper mainly st

30、udies the physical dimension, the social dimension and psychological dimension including contextual adaptation.As Verschueren demonstrates, verbal interaction is no doubt communication from mind to mind-though we never forget that minds are" minds in society”. In this sense, the utterances or t

31、he linguistic choices made are always adapted, whether tentatively or successfully, to not only the utterers mental world but also the utterers assessment of what the mental world of the interpreter looks like.Social communication mainly depends on the language. However, the users of language, as so

32、cial existence, communicate and use language under the premise of society; society controls their access to the linguistic and communicative means. Pragmatics, as a study of human use of their language in communication way, bases itself on a study of those premises and determines how they affect and

33、 execute human language use( Mey Jacob, 2001:6). Therefore, language use should follow social premises, which also means linguistic choices are the result of adaptation to social factors.Time and space, which is the anchor of the language of choice to the physical world, the way to the language of a

34、 powerful charm, from a long time ago, “pragmatics” has become a universal concept. The adaptation to physical world mainly refers to the temporal state and spatial surroundings, especially the latter. In many cases, the interlocutors position in the physical world is important in determining certai

35、n linguistic choices and their meanings(Verchueren, 2000:9). This means that the linguistic choices are made sometimes in a specified occasion, on which the adaptation to the mental and social worlds withdraws to a lower position3The Euphemistic Strategies in Business Negotiations3.1 Hedging Strateg

36、ies Hedging strategy is often used in business negotiations by negotiators to hedge their own opinions by means of hedging words and phrases so as not to show their disagreement too obviously(Menken,1982:80). When disagreement or criticism is unavoidable, the following expressions are often used, su

37、ch as “I'm afraid that.”, “It seems that.”，“a little”,“quite”, “a sort of” or “rather” etc. Example 1: a. We cannot agree to your request.b. I am afraid that we cannot agree to your request.Example 2:a. It was unwise of you to delay the delivery.b. It seems to me that it was unwise of you to del

38、ay the delivery. The sentence a and sentence b in example 1 are a disagreement and sentence a and sentence b are a kind of criticism, both of which will threaten the hearer's face. By adding the hedging phrases “I'm afraid” and “It seems to me”, the speaker reduces the force imposed on the h

39、earer and makes the utterance more acceptable.3.2 Syntactic Strategies Syntax strategies include passive voice, using transitional words subjunctive, usually critical "but", "if" condition indicators and questions to achieve euphemism effect, the success of these strategies is th

40、e use of euphemism(Mey Jacob, L, 2001:6).3.2.1 Use of TensePast tense can be used to express politeness so that euphemistic effect can be achieved. Because of the tension is from now to the past, the speaker distances himself from the “here and no”(Neaman, J.S. &C.G. Silver, 1983:361). Example 3

41、:a. Can you send us a catalogue by airmail?b. Could you send us a catalogue by airmail?c. I wondered whether you could send us a catalogue by airmail.We can feel that politeness in example 3 increases because of the use of the past tense. Thus, we can find that sentence a in example 3 is more polite

42、 and euphemistic than sentence b in example 3.Example 4:a. I was wondering whether you could send us a catalogue by airmail.b. I wonder whether you could send us a catalogue by airmail.The unstressed auxiliary verb did can be used to achieve similar effect.3.2.2 Use of Passive VoiceIn business negot

43、iations, negotiators often use the active voice to express their views and opinions are straightforward. Sometimes, the passive voice is more appropriate, it is conducive to the negotiators, especially when a speaker wants to express such a view, it is recommended Criticism or deny, because he can a

44、void the embarrassment and discomfort of the role of people responsible for business negotiations caused repression(Rababah, Ghaleb;Al-Qarni,Ali M, 2012:730).The passive voice is usually used to reduce the imposed on the audience Example 5:Shipment should be made before October; otherwise we are not

45、 able to catch the season.This form is not only with respect to the listener relative, and "10 months ago you should complete shipment, or else ." It does not seem to be a request for delivery. In particular, certainly no one. Passive voice may be used to remove the mentioning of the speak

46、er, as is shown in the following: Example 6:a. I regret that the cargos are not in line with the requirements specified in the documentary bill.b. It is regretted that the cargos are not in line with the requirements specified in the document bill.In a word, passive voice can be used to avoid making

47、 direct reference to the agent of a speech act. By eliminating agent, utterances become more indirect, and reduce the danger of threat.3.2.3Interrogative Sentences Trial common in business negotiations, the main purpose is to obtain effective business information, business negotiations. Therefore, u

48、sing the appropriate sentence in business negotiations is very important(Verschueren,J, 2000:84). Because of the depth and breadth of use euphemisms and the problem also applies to the actual situation. Such modalities should, therefore, it should be, it should be better than this mode, the problem

49、may be more polite, must, should. Example 7: Would you deliver the first 500 in four weeks and the second part two weeks later? Example 8: Could you give us some idea about your price for a bicycle? The above examples reflect the modal verb polite and indirect, because the speaker does not think the

50、se interrogative hearer able and willing to do what he requests or suggestions. Thus, the hearer gets much freedom and the speaker in such a soft tone would not feel ashamed even if he is rejected.3.3Empathic Strategy Empathy means the quality can imagine and shared thoughts, feelings, and opinions

51、of others. To tell the truth, empathy policies can promote the use of business negotiations. Use skilled, a fool listeners), you care about him (their) problem(Gan Changyin, 2006:45). Example 9: a. We don't refund you if the returned item is soiled and unsalable. b. We gladly refund you when you

52、r returned item is not soiled and salable. Example 10: a. We do not believe you will have cause for dissatisfaction. b. We feel sure that you will be entirely satisfied. This technique is effective when there exists tension or low trust between two parties. Moreover, tension can be lessened if heare

53、rs believe that everything is because of the fault of speakers.3.4 Shirking StrategyNegotiators often evasive tactics, because he has no right to make a decision, or when he needs to contact his superiors.Limited power to provide a good way to maintain good business relations, especially in the pres

54、ence of a dilemma between the parties(Zhou Baoxue, 2014:234).This strategy enables one party to give in to the other party without losing face. The common method is to obtain suggestion or permission of one's boss. Example 11: As far as I'm concerned, that is OK. However, of course, I have t

55、o consult my boss. Example 12: I will accept this item. But I am sorry that I have no right to decide such an important item.3.5 Conceding Strategy Conceding strategy is usually adopted when people refuse to admit their mistake (Li Bi rong, 2010:66).In this case, no explanation is vain. In this case

56、, it can be avoided through the use of euphemism embarrassment, but also can find out the problems in the exchange, both to ensure smooth communication, but also for the other party to retain face. Example13: We know that the quality of your products is not so good. Example 14: We know where you are

57、 about the quality of your products. In sentence 13, the speaker makes his business partner embarrassed by a direct statement. In 14, the speaker bears in mind the quality of the products. He uses the euphemistic expression “where are” to save the hearer's face and avoid direct verbal conflict.4The Adaptive Analysis of the Strategies of the Euphemism in International Busi