fuzzy language 论文(模糊语).doc

宁波大学科学技术学院 2011/2012学年第2学期标准答案及评分标准（A/B/C）课号：DK2Y23A 课名：高级写作 教师: 杨成虎 姓名：沈佩佩 学号：094175414Analysis of the Specific Pragmatic Functions of Fuzzy Language in the Business English 【Abstract】As English for specific purpose (ESP), business English should be accurate and strict, in the pursuit of conciseness， clearness， accuracy. However， fuzzy language is still widely used in every aspect of business English. In this article，it mainly focuses on the specific analysis of several pragmatic functions in which it specifically analyses the positive pragmatic functions in the business English.【Key words】fuzzy language；business English；pragmatic function1. Topic SelectionTo my way of thinking，fuzzy language, whose role is essential and active in current days, especially in business occasions, is full of charm. Therefore, I look up a variety of materials and references related to the pragmatic functions in the business English. 2. The Contents2.1 Introduction of the BackgroundAs a common strategy used in business, a good mastery of the pragmatic functions of fuzzy language is the general trend of the times. As English for specific purpose (ESP), business English should be accurate, strict, and be in the pursuit of conciseness，clearness，accuracy. However，fuzzy language is still widely used in every aspect of business English and the pragmatic functions of it are wildly focused.2.2 An Overview of Fuzzy Language and Pragmatic FunctionsThe concept of vagueness was first proposed by the American professor Zadeh (1965) in his article entitled Fuzzy Sets. He pointed out that if the expression is ambiguous and lack of accurate boundary to its opposite, we could collectively call them fuzzy language. Bertrand Russell (1923) also said that all of the languages are more or less fuzzy. Fuzzy language exists anywhere, because lots of words are full of uncertainty, such as beautiful, somewhat, as if and so forth. Pragmatic function is the language effects reflected from linguistic form which is suitable for communication environment in the situated context. It has a close connection with the context. If the context is different, the same words may show different pragmatic functions. Here, the pragmatic function refers to the language effects in the fuzzy language.2.3 Analysis of specific Pragmatic Functions of Fuzzy Language in the Business English During the real business English communication, as a special purpose, business English is widely used in business letters, business negotiation, business contract, etc. In vague language, Channell (1994) mentioned that it is no concerned about good or bad fuzzy language, the key lies in whether it is used correctly. Li Ming (2004) said: Business English language tends to aim at objectivity, accuracy, and plainness. Of course, business English should be accurate and rigorous, however, the appropriate use of fuzzy language can make it more vivid, flexible, image and accurate. If the speaker is not willing or unnecessary to clarify clearly, the fair use of fuzzy language will reduce face threatening acts, softens conversation and protects self-image, etc.2.3.1 Fuzzy language will improve the implication and politeness of expressionMr. Brown (1987) thought the best way to express the politeness is to use fuzzy language while expressing something rude or threatening. In business communication, such as business letters, it is essential to use fuzzy language for the sake of showing sort of politeness and implication. Fuzzy expressions can achieve the effect of implicitness and indirectness, especially when it comes to some sensitive topics, which definitely benefits people on both ends of the transaction.Example 1Much as we would like to avail ourselves of the offer made to us, we find it impossible to accept owing to your price being about 10% higher than the average.The phrase about 10% higher than the average is a good illustration of their politeness and implication. It seemingly state the fact, however, the speaker is trying to convey the information that they just cannot accept price offered higher than their forecast, so they decline the price in a relatively polite and implicit manner without directly pointing out. And the word much shows their desire to successfully cooperate, which may leave some room for future counter offer.2.3.2 Fuzzy language will improve the efficiency, and flexibility of expression.It is necessary for people to leave some room for both parties in order to form a better cooperation. At that time, fuzzy language comes in handy, the effect of flexibility mainly reflected in the derivative meaning of the words. Especially during the process of negotiation, the flexibility of expression is perfectly performed because the negotiator should be free to use the fuzzy language strategy and be good at applying the negotiation skills so that he can achieve his purpose. Example 2: As you may notice, the price for pork has gone up currently. Our price is attractive as compared with other supplier.In this sentence, it uses attractive instead of showing a clear price to convey some ambiguous information on price, which maintains flexibility in the offer, avoiding the other party thinking of absolute terms. Then the words other supplier do not clearly indicate anyone, but it improves the efficiency of tempting the other party to accept offer. With such an intelligent approach, the negotiators try to be objective while highlighting their own advantages.2.3.3 Fuzzy language will be convey the information more accurately and show the objective accuracy On the surface, fuzzy language is full of uncertainty, but it also embodies in some accurate context. To some extent, fuzzy words convey more sufficient information that may be more precise than non-fuzzy words, showing a strategy of using fuzziness to convey some precise information. In this way, the expression reflects sort of the strictness and objectiveness.Example 3 In general, our payment terms are by irrevocable letter of credit at sight and we do not accept D/P term.In general is a phrase to summary ones opinion on something. However, it does not clarify what In general exactly refers to, and the range, degree and limits are all uncertain. It shows a more strict and accurate meaning, meanwhile, it ease the communication atmosphere, driving the other party understand and accept easily than before2.3.4 Fuzzy language will be a perfect way to ones self-protectionDuring business communication, especially some commerce trade, the using of fuzzy language improve the freedom of expression, avoid the absoluteness, and gain the initiative. In particular, if the partner wants one side to take the responsibility, or one offers something wrong to his client, even causes the economic losses, fuzzy language help one easier to protect himself.Example 4The seller is not to take the responsibility for no delivery or shipment delay due to generally irresistible reason. generally irresistible reason is the sort of a perfect strategy using in the business contract. It points out that the seller is irresponsible if the shipment is delayed by some objective factors, such as worker strike, unpredictable weather, etc. The writing person avoids their own responsibility in a tactful way, and subtly self-protects his own party if both parties have a conflict in the shipment issue.2.4 Conclusion Based on the above analysis of specific pragmatic functions of fuzzy language in the business English, it is easy to find out that fuzzy language is a kind of language strategy adopted by people for the sake of communication in some particular business occasions. In different occasions, fuzzy language plays different roles in the pragmatic functions. For instance, the pragmatic functions in business letters, business negotiation, business contract, business advertising and so forth, play a crucial role in the international business communication. However, its worth noting that under some certain circumstance, fuzzy language has limited and negative effect so that it should be used properly according to the specific context. Only used in a correct and appropriated way, can fuzzy language promote international business activities smoothly.3. MethodologyBy consulting the teacher, I focus on four specific pragmatic functions of fuzzy language in the business English. On the whole, I collect a number of relative materials and references of this topic, then state the theoretical knowledge and background of the topic. After presenting relative information of every pragmatic function, I cite examples to respectively analyze the different positive functions for the sake of the c