商務(wù)談判中的委婉語及其表達方式

1、商務(wù)談判中的委婉語及其表達方式摘要：委婉語的使用在商務(wù)英語中是一種普遍現(xiàn)象。它不僅是一種社會語言現(xiàn) 象，更是一種文化現(xiàn)象。文中分析了委婉語與禮貌原則在商務(wù)談判和商務(wù)函電中 的委婉表達方式，從虛擬語氣法、被動語態(tài)法、時態(tài)倒退法、否定法四個方面歸 納分析了商務(wù)英語中的委婉表達法，從而使商務(wù)工作者“深人字里行間”以求 最充分理解和欣賞商務(wù)英語的委婉表達方式，從而在商界競爭獲取成功。關(guān)鍵詞：委婉語，禮貌原則，商務(wù)談判，委婉表達方式.Abstract: Euphemism expression are commonly used in business correspondences and busin

2、ess negotiation. which is not only a social language phenomenon, but it is also a cultural phenomenon. By making an analysis of euphemistic expressions and courtesy principle used in business correspondences and business negotiations,this paper mainly discusses the fulfillment of euphemistic express

3、ions in business English through the following four ways: the subjunctive mood, passive voice, tense backward,negative. So the business personnel can fuuly undeerstand and appreciate the ephemistic expression and achieve a success in the competieions.Key words: euphemistic expression; courtesy princ

4、iple; business negotiation;刖言：英語中的委婉語(Euphemism) 一詞來自希臘語的前綴eu=well和詞根 pheme=speaking，意思是說好聽的話。根據(jù)英語委婉語詳解詞典的定義，委婉語 是一種用無害的或悅耳的詞語替代那些較直接的、唐突的言詞，用善意的話語把 事實掩蓋起來的修飾手段。委婉語存在于各種語言中，是語言的一種普遍現(xiàn)象， 很早就引起人們的注意和研究。人們對委婉語的研究主要集中在詞匯層次，如用 pass way來代替die。事實上，通過語法和語用手段也可以表達委婉的意思，而 且這種手段在商務(wù)英語信函中應(yīng)用極為廣泛。人們常常借用委婉語，禮貌、委婉 地陳

5、述自己的觀點和愿望，提出請求或建議，以利于創(chuàng)造良好的商務(wù)環(huán)境，達到 雙方各自預(yù)期的目的。Preface:In English Euphemism (Euphemism) The word comes from the Greek prefix eu = well, and root pheme = speaking, means that sounded good. Under the euphemism of English dictionary definition is a euphemism used harmless or sweet-sounding words to replac

6、e those more direct, blunt words, with good words to cover up the fact that the modification of the means. Euphemism exist in a variety of languages, is the language of a universal phenomenon, it has long been a cause for attention and study. Euphemism of people focused on vocabulary level, such as

7、with the pass way to replace the die. In fact, through the means of grammar and pragmatics can express the meaning of euphemism, and this means the application of Business Letters be very extensive. people often borrow a euphemism, politeness, euphemistically to state their views and wishes, request

8、s or suggestions in order to facilitate the creation of a good商務(wù)談判是指談判雙方為了促成買賣成交，或為了解決買賣爭議或爭端并取 得各自的經(jīng)濟利益的一種方法或手段。它既是商務(wù)活動的重要內(nèi)容，又是商務(wù)活 動的必要手段。隨著經(jīng)濟的發(fā)展，尤其在加人世貿(mào)組織(WTO)后，我國對外商務(wù) 活動日益頻繁，對外商務(wù)談判也迅速增多。英語作為國際語言，是涉外商務(wù)談判 的重要工具。即使是兩個非英語國家進行商務(wù)談判，為了避免使用各自的語言而 引起誤會或理解錯誤，雙方也是使用英語作為談判的載體和裁決的標(biāo)準(zhǔn)。所以要 在激烈的談判中勝出或達到一種“雙贏”的結(jié)果，

9、除了談判內(nèi)容、談判者的能力 等因素外，我們還必須注意談判英語的表達方式和技巧。其中，委婉表達是談判 中常用的一種語言技巧。Business environment, each of the parties to achieve the intended purpose.Business Negotiation refers to the negotiating parties in order to facilitate the sale of the transaction, or to resolve trade disputes or disputes and achieve their

10、 own economic interests of a method or means. It is both an important business activities, but also the necessary means business. With economic development, especially in the join the World Trade Organization (WTO), Chinas external business activities have become increasingly frequent, rapid increas

11、e in foreign business negotiations. English as an international language, is an important tool for foreign business negotiation. Even the two non-English speaking countries for business negotiations, in order to avoid the use of the language of their own misunderstanding or mistaken, the two sides a

12、re negotiating the use of English as a carrier and adjudication standards. Therefore, in the intense negotiations to win or achieve a win-win result, in addition to the negotiations, the negotiators ability and other factors, we also must pay attention to the negotiation of English expression and sk

13、ill. Among them, tactful expression is commonly used in the negotiation of a language skills.委婉語與禮貌原則:1.1委婉語英國作家George Blunt在十六世紀(jì)八十年代給委婉語下的定義是：“Euphemism is a good or favorable interpretation of a bad word ”.斯托克和哈特曼編著的語言 與語言學(xué)詞典給委婉語下的定義是：“Euphemism:用一種不能明說的，能夠使 人感到愉快的或含糊的說法，代替具有令人不悅的含義或不夠尊重的表達方法?！?Eu

14、phemism and Politeness Principle:EuphemismsBritish writer George Blunt in the sixteenth century to the eighties Euphemism is defined as: Euphemism is a good or favorable interpretation of a bad word. Stokes and Hartman compiled the Language and Linguistics Dictionary to the Euphemism is defined as:

15、Euphemism: with a not-ming, and be able to make people happy, or ambiguous statement, instead of with the unpleasant meaning or lack of respect for the way of expression.Euphemism 一 詞源于希臘語的前綴 eu(=good,sounding well)和詞根 pheme(=speech or saying,)。Euphemism 字面上的意思就是“use of pleasant,mild or indirect wor

16、ds or phrases in place of more accurate or direct ones. ”Euphemism The term comes from the Greek prefix eu (= good, sounding well), and root pheme (= speech or saying,). Euphemism literally means use of pleasant, mild or indirect words or phrases in place of more accurate or direct ones.The Random H

17、ouse College Dictionary (1979)把 euphemism 定義為:the substitution of a mild, indirect, or vague expression for one thought to be offensive, harsh or blunt, 美國學(xué)者Hugh Rawson曾說：委婉語如此深深潛入我們語言，以至我們中間沒 有誰一一即使那些自詡為直截了當(dāng)?shù)娜艘灰荒軌蛟诓皇褂梦裾Z的情況下過完 一無The Random House College Dictionary (1979) the euphemism is defined as

18、: the substitution of a mild, indirect, or vague expression for one thought to be offensive, harsh or blunt, American scholar Hugh Rawson said: Euphemism so deeply infiltrated our language , as well as no one among us - even those self-proclaimed straight people - can not use euphemisms the case had

19、 finished a day.委婉語是人類使用語言過程中的一種普遍現(xiàn)象，它不僅是一種社會語言現(xiàn)象，更 是一種文化現(xiàn)象。不管是在日常生活還是在涉外交際中，我們都要進行語言交流。 由于某些生活習(xí)慣或習(xí)俗差異，以及不同文化背景的社會具有不同的忌諱，我們 必須學(xué)會使用委婉語以避免尷尬或不愉快。所以只有了解委婉語在不同背景、不 同環(huán)境下的使用方式，才能達到成功的交際目的。委婉語可以反映出各種各樣的 社會心理，從而也體現(xiàn)出了委婉語的各種社會交際功能。委婉語在各個領(lǐng)域都有 廣泛的應(yīng)用，它對于我們學(xué)好英語，進行有效的跨文化交際有很大的幫助。 Euphemism is the use of language

20、in the process of a universal phenomenon, it is not only a social linguistic phenomenon, but also a cultural phenomenon. Whether or foreign communication in daily life, we will have to be verbal communication. Because some differences in living habits or customs, as well as different cultural backgr

21、ounds have different taboos of society, we must learn to use euphemisms to avoid embarrassment or unpleasant. Therefore, only about euphemisms in different backgrounds, different environments using the method in order to achieve the purpose of successful communication. Euphemisms may reflect a varie

22、ty of social psychology, which also reflects a variety of Euphemism of social communicative function. Euphemism in various fields have a wide range of applications, it is for us to learn English, carry out effective cross-cultural communication are of great help1.2委婉語產(chǎn)生的原因1.2.1由于敬畏天地神靈而使用委婉語“無論是高度文明

23、社會還是原始部落，都存在委婉語的現(xiàn)象；無論是大語種還是 少數(shù)民族語，都有委婉語。委婉語使用于社會各階層的領(lǐng)域。”對鬼神的稱呼是 產(chǎn)生委婉語最早的一個領(lǐng)域。早期時代的人們，由于生產(chǎn)力水平、科學(xué)條件的限 制，他們相信自然神力，迷信那些妖魔、神祗，并將許多無法解釋的神秘現(xiàn)象歸 結(jié)為天地神靈的作祟，于是產(chǎn)生一種對supernatural的崇拜以至恐懼，避諱現(xiàn)象 由此而生。鬼神名稱就成了人類最早的禁忌語，而指代鬼神的詞語就是最早的委 婉語。.2 The causes EuphemismAs the fear of heaven and earth spirits and the use of euphe

24、mismWhether or primitive tribe is a highly civilized society, there is the phenomenon of euphemism; no matter how large or minority language languages, there are euphemisms. Euphemism used in the field of all sectors of society. Spirits of the call is to generate pairs of euphemism The earliest one

25、area. The people of early times, due to the level of productivity, scientific conditions, they believe that a natural god, superstition and those demons, gods, and many can not explain the mysterious phenomenon attributed to the gods of heaven and earth is everything, then produce a kind of supernat

26、ural worship as well as fear, taboo phenomenon for us. The name of the earliest human spirits became a taboo word, but refer to the gods and the first word is a euphemism.在英美國家，人們普遍篤信上帝(God)，出于對上帝的敬畏，他們不敢直稱上 帝耶和華(Jehoval)的名字，于是便產(chǎn)生了許多的委婉語。例如：“the Almighty， the Supreme Being， Holy One，the Eternal， the

27、 creator， the maker)， the Savior， the Lord of Lords，the King of Kings等.”中國人禁忌、忌諱的地方恐怕不比西方 國家少?！霸谖覈?，自古以來人們相信各種自然現(xiàn)象均由各種不同的自然之神所 支配。為了求福避禍，他們也舉行各種祭祀活動，并給它們以美稱。由于宗教迷 信的原因，人們還稱各種神祗為“菩薩”、“大師”；美稱“黃鼠狼”、“狐貍”為 “黃仙”、“狐仙”；甚至村莊里頭的大樹也稱為“樹仙”逢年過節(jié)總有農(nóng)民前去 祭拜。以農(nóng)耕經(jīng)濟為主的中國，特別注重土地，有些農(nóng)民經(jīng)常會于開春播種之際， 在水田田埂燒炷香，以孝敬土地公公，保佑稻谷豐收。In

28、 the Anglo-Saxon countries, it is widely believe in God (God), out of fear of God, they dare not direct that the Lord God (Jehoval) the name, so they produced a lot of euphemisms. For example: the Almighty, the Supreme Being, Holy One, the Eternal, the creator, the maker), the Savior, the Lord of Lo

29、rds, the King of Kings and so on. The Chinese taboo, taboo probably better than the western countries where fewer . In China, people believe all kinds of natural phenomena since ancient times by a variety of nature dominated by God. Bihuo in order to seek happiness, they also held a variety of ritua

30、l activities, and give them to laudatory. Because of religion, superstition reasons, It also said that a variety of gods as Buddha, Master; laudatory weasels, fox to yellow Sin, HUXIN; and even the trees inside the village, also known as tree immortal every Total annual festivals, some farmers went

31、to worship. to agrarian-based economy in China with special emphasis on land, some farmers are often the occasion of sowing in spring, in the paddy field ridge burning Zhu Xiang, to honor the land father, bless the rice harvest.1.2.2為避免粗俗、不雅而使用委婉語 在東西方文化中，凡是與疾病、死亡、人體排泄、生體部位、性愛、體形等有關(guān) 的犯禁忌的事物，常常被認為是粗俗

32、、不雅、難登大雅之堂。因此人們將不忍或 不便直接說出的禁忌事物，通過曲言、避諱等手法來美化或淡化它們，使之不那 么粗俗，使之變得文雅一些。如把人體“ thin ”和“skinny ”說成“slim ”和“slender”； 把身體fat/corpulent”說成 “plump”、“strong”和“stout”。中世紀(jì)的西方，人 們認為leg，breast，thigh，pregnancy等詞與“性”的關(guān)系太直接，因此就產(chǎn)生 了 以下一些委婉語：“piano s limbs”(指 piano s leg)； “white meat”(指 chicken breast)； “dark meat”(

33、指 chicken thigh)。恰當(dāng)?shù)厥褂梦裾Z，可以避免使人尷尬、惹人不快、招人厭惡。委婉語的使用不 僅給足了對方面子，又體現(xiàn)了說話者的身份地位、學(xué)識風(fēng)度。使用優(yōu)雅、含蓄的 語言也是人們的一種審美需求以及文明需要In order to avoid vulgar, indecent use of euphemismIn the Eastern and Western culture, any and disease, death, human excretion, the Health and body parts, sex, body shape and other things rela

34、ted to taboo, are often considered to be vulgar, indecent, was difficult to convince something presentable and acceptable. So people will not bear or inconvenience taboo to say things directly, through the song words, taboo and other means to beautify or dilute them, so that not so vulgar, so that t

35、hey are gentle some. If the human body thin and the skinny say slim and slender; to the body fat / corpulent say plump, strong and stout. Middle Ages in Europe, people think leg, breast, thigh, pregnancy and other words and sexual relationship too direct, and therefore produced the following euphemi

36、sms: pianos limbs (means the pianos leg); white meat (means the chicken breast); dark meat (means chicken thigh).Proper use of euphemism to avoid embarrassing everybodys unhappy, recruit people dislike. Euphemism is used not only to the feet of each others face, but also reflects the speakers status

37、, knowledge demeanor. The use of elegant, subtle language is a kind of aesthetic needs of the people as well as the civilization needs.。1.2.3為避免唐突無禮而使用委婉語在交際場合，為禮貌起見，避免唐突無禮，人們常用委婉語來表示對他人的尊重， 減少對他人的批評，將對方的反感情緒降到最低點。請看下面對話：“Don t you think my cooking is wonderful?” The boyfriend responded, “Are you fi

38、shing for compliment?男孩明知道女孩煮的飯不好吃，卻沒有當(dāng)面提出，而是用委婉含 蓄的方式回答“你需要我表揚你嗎？”這樣的回答即不會打擊女孩的自尊心，又 不失幽默風(fēng)趣。俗話說“良言一句三冬暖，惡話傷人六月寒”、“當(dāng)著矮個不提高”， 若在公眾場合揭對方的短，傷了他的自尊，人家就會因受到刺激變得不客氣起來。 如果你對一個女孩說“你長的又矮又胖，簡直就像個矮冬瓜”。那么這個女孩會 非常生氣，最后友好的關(guān)系也會因此而分裂，甚至反目成仇?？梢?，恰當(dāng)?shù)皿w的 話語有時比和煦的春風(fēng)還讓人輕爽。In order to avoid abrupt discourteous use of euphe

39、mismIn the communication occasion, as a matter of courtesy, to avoid abrupt discourteous, it is often used euphemisms to express respect for others, to reduce other peoples criticism, the other persons feeling of resentment to a minimum. See the following dialogue: Dont you think my cooking is wonde

40、rful? The boyfriend responded, Are you fishing for compliment? Is keenly aware that girls and boys cooked meals are not tasty, but not in person, but that implicitly use euphemism way to answering the question Do you need me praise you? This kind of response that will not strike a girls self-esteem,

41、 yet humorous. As the saying goes, remarks to a three Winter, evil assault in June, then cold, in front of shorter people do not improve, if in public to expose each others short, hurt his self-esteem, people will be stimulated due to become non - modest rise. If you are a girl said, you have a long

42、 short and stout, almost like a Aidong Gua. Well, this girl will be very angry, the last and friendly relations will be split, or even against each other. Can be seen, proper and dignified than the genial words sometimes makes light of spring is also cool.在交際過程中，尤其在某種特定的語境中，故意用一些禮貌用語或較為緩和的詞 語，一來可以顧全

43、對方，二來不會因揭短而冒犯別人。比如明知有人在說謊，卻 不直說“He is a liar，而說成“He often tells untruth。從而有利保持人與人之間 關(guān)系的融洽與和諧，消除抵觸，促成合作。In the communication process, especially in a particular context and deliberately with some polite terms or moderate words, firstly, to show consideration for each other, two years will not offend

44、others Jieduan. For example knowing that someone is lying, does not directly say He is a liar, and say He often tells untruth. Thus contributing to maintain harmonious interpersonal relations and harmony, elimination of conflict and promoting cooperation.1.3禮貌原則英國學(xué)者Leech提出了言語交際的禮貌原則，根據(jù)Leech的禮貌原則中的選擇

45、 The Optional Scale。如果話語內(nèi)容使聽話人得益，說話人的話說得越直率，強求 聽話人接受的愿望就越明顯，話語就越能顯出熱情內(nèi)容;如果話語內(nèi)容只使說話 者得益則說話人的話就要說得間接一些，謹懊一些，要給聽話人留有較大的自由 選擇余地，從而表現(xiàn)出話語的禮貌得體。例如：Politeness PrincipleBritish scholar made verbal communication Leechs Politeness Principle, according to Leechs Politeness Principle in the choice of The Optiona

46、l Scale. If the content of discourse to make obedient people benefit from the speakers saying that the more outspoken desire to insist obedient acceptance of the more obvious, showing enthusiasm for the content of words the better; if the content of discourse is only to benefit the speaker while the

47、 speakers words on the To say it indirectly, some, like annoyed some, give the listener a greater freedom of choice left, thus demonstrating courtesy of decent discourse. For example:Unfortunately we cannot meetyour needs because you failed to send yourcheck.We shall be glad to meet yourneeds as soo

48、n as we receive your check.例(1)的語氣很突兀，過于直接;而例(2)使用委婉語氣，禮貌得多。此外，禮 貌原則強調(diào)多為對方著想，要求從對方的角度考慮，顧及他人的要求、愿望和感 情。采取“對方”態(tài)度，即you-attitude”的委婉表達，則充分體現(xiàn)了禮貌原則。 如：Cases (1) The tone is very abrupt, too direct; while cases (2) The use of euphemistic tone is much more polite. In addition, the politeness principle emph

49、asizes the sake of more for each other, calling each others point of view, taking into consideration the requirements of others, aspirations and feelings. Adopt the other side attitude,thatyou-attitude of the euphemistic expression, while fully reflects the principles of politeness. Such as:We accep

50、t a 1.5% discount oncash payment. (we-attitude)You earn a 1.5% discount whenyou pay cash. (you-attitude)?其中例(4)從時方的角度考慮，顯得更加委碗，體現(xiàn)了禮貌原則。These cases (4) when the side from the point of view, even more commission bowl, embodies the principles of politeness.商務(wù)談判中的禮貌語用策略法國著名作家雨果曾說過：“語言就是力量”。如何在商務(wù)談判中有效地發(fā)揮

51、 語言的作用，達到談判目的呢?這就需要運用一些禮貌語用策略來得以實現(xiàn)。禮 貌策略就是在其他條件相同的情況下，把不禮貌的信念的表達減弱到最低限度。 禮貌是建立良好的人際關(guān)系和合作關(guān)系的前提。商務(wù)談判的順利開展依賴于良好 的社會關(guān)系的建立。2. Business negotiations Pragmatic Politeness StrategyThe famous French writer Victor Hugo once said: Language is power. How to negotiate effectively in the business to play the role

52、 of language, to the negotiation purposes? This requires the use of a number of politeness strategies to pragmatic reality. Politeness strategy is, other things being equal, the expression of impolite beliefs decreased to a minimum. Courtesy is to establish good relationships and cooperation between

53、 the premise. The smooth development of business negotiation depends on good social relationship.避免自以為是、貶低或責(zé)備對方的口氣例如：To avoid self-righteousness, belittle or blame the others tone of voiceFor example:I found that there are 20 earphones missing in carton No.2.We cannot sell the radios without earphon

54、es.Please ship the goods to us as soon as possible.You would of couse rather continue to do business with my companybecause All wise companies would like to do business with us.在以上的三句話中，很明顯。句直接指出對方的失，帶有指責(zé)的口吻出句給人自 以為是、瞧不起對方的感覺;。句有貶低別人的口氣。諸如這樣的口氣很難使談 判作順利地進行下去，所以在實際的談判過程中要時刻意自己的口吻，避免由此 帶來的不必要的麻煩。In th

55、e above three sentences, it is obvious. Sentence explicitly stated that the others loss, with the tone of a sentence gives the accused the self-righteous, look down on each others feelings;. Sentence has to belittle someone elses tone. Tone of voice such as this it is difficult to make negotiations

56、proceed smoothly, so in the actual negotiation process, we need your tone of voice when you deliberately avoid the resulting unnecessary troubles.淡化主觀態(tài)度，零重對方立場在商務(wù)談判過程中，不是說壓倒對方就勝利了。一成功的談到從根本上講應(yīng)該達 到“雙贏”。這就要求談人員在談判中要減少表達利己的觀點，盡量減少對的受 益。換句話說，就是要采取對方態(tài)度(other-atitude)，少采用自我態(tài)度(self-atitude)。 要把我、我們換成、你們，使對

57、方感到自己的重要性。這樣才能獲得對方的好感， 促成交易。我們來比較以下幾組句子：To play down the subjective attitude of the other sides position of zero re -In business negotiations, not to say that overwhelm the other side won. Turning to the success of a fundamentally should be to achieve win-win. This requires staff to talk about the n

58、egotiations to reduce the expression of self-interest point of view to minimize the benefits. In other words, is to take the attitude of (other-atitude), less use of self-attitudes (self-atitude). Take me, we replaced, you have to make each other feel important. In order to get each others goodwill,

59、 to promote trade. We compare the following groups of sentences:Example 1.a.we have a good selection of winter clothes at China s Autumn Export Commodities Fair.b.You can choose from a very good selection of winter clothes at Chinas Autumn Export Commodities Fair.Example 2a . We allow 1.5 percent di

60、scount for an order more than 2000 tons.b. You can obtain 1.5 percent discount for an order more than 2000 tons.以上兩組句子中，a句和b句的意思相同，但表達有所不同。a句是從我方 角度出發(fā)，而b句是從對方的立場考慮，在談話中禮貌地指出和強調(diào)對方可能獲 得的利益，淡化自己的好處，體現(xiàn)了禮貌原則中的得體準(zhǔn)則。The above two sentences, a sentence, and b sentences the same meaning, but the expression i