商务谈判中的委婉语及其表达方式

1、商务谈判中的委婉语及其表达方式摘要：委婉语的使用在商务英语中是一种普遍现象。它不仅是一种社会语言现 象，更是一种文化现象。文中分析了委婉语与礼貌原则在商务谈判和商务函电中 的委婉表达方式，从虚拟语气法、被动语态法、时态倒退法、否定法四个方面归 纳分析了商务英语中的委婉表达法，从而使商务工作者“深人字里行间”以求 最充分理解和欣赏商务英语的委婉表达方式，从而在商界竞争获取成功。关键词：委婉语，礼貌原则，商务谈判，委婉表达方式.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：英语中的委婉语(Euphemism) 一词来自希腊语的前缀eu=well和词根 pheme=speaking，意思是说好听的话。根据英语委婉语详解词典的定义，委婉语 是一种用无害的或悦耳的词语替代那些较直接的、唐突的言词，用善意的话语把 事实掩盖起来的修饰手段。委婉语存在于各种语言中，是语言的一种普遍现象， 很早就引起人们的注意和研究。人们对委婉语的研究主要集中在词汇层次，如用 pass way来代替die。事实上，通过语法和语用手段也可以表达委婉的意思，而 且这种手段在商务英语信函中应用极为广泛。人们常常借用委婉语，礼貌、委婉 地陈

5、述自己的观点和愿望，提出请求或建议，以利于创造良好的商务环境，达到 双方各自预期的目的。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商务谈判是指谈判双方为了促成买卖成交，或为了解决买卖争议或争端并取 得各自的经济利益的一种方法或手段。它既是商务活动的重要内容，又是商务活 动的必要手段。随着经济的发展，尤其在加人世贸组织(WTO)后，我国对外商务 活动日益频繁，对外商务谈判也迅速增多。英语作为国际语言，是涉外商务谈判 的重要工具。即使是两个非英语国家进行商务谈判，为了避免使用各自的语言而 引起误会或理解错误，双方也是使用英语作为谈判的载体和裁决的标准。所以要 在激烈的谈判中胜出或达到一种“双赢”的结果，

9、除了谈判内容、谈判者的能力 等因素外，我们还必须注意谈判英语的表达方式和技巧。其中，委婉表达是谈判 中常用的一种语言技巧。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.委婉语与礼貌原则:1.1委婉语英国作家George Blunt在十六世纪八十年代给委婉语下的定义是：“Euphemism is a good or favorable interpretation of a bad word ”.斯托克和哈特曼编著的语言 与语言学词典给委婉语下的定义是：“Euphemism:用一种不能明说的，能够使 人感到愉快的或含糊的说法，代替具有令人不悦的含义或不够尊重的表达方法。” 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 词源于希腊语的前缀 eu(=good,sounding well)和词根 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 定义为:the substitution of a mild, indirect, or vague expression for one thought to be offensive, harsh or blunt, 美国学者Hugh Rawson曾说：委婉语如此深深潜入我们语言，以至我们中间没 有谁一一即使那些自诩为直截了当的人一一能够在不使用委婉语的情况下过完 一无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.委婉语是人类使用语言过程中的一种普遍现象，它不仅是一种社会语言现象，更 是一种文化现象。不管是在日常生活还是在涉外交际中，我们都要进行语言交流。 由于某些生活习惯或习俗差异，以及不同文化背景的社会具有不同的忌讳，我们 必须学会使用委婉语以避免尴尬或不愉快。所以只有了解委婉语在不同背景、不 同环境下的使用方式，才能达到成功的交际目的。委婉语可以反映出各种各样的 社会心理，从而也体现出了委婉语的各种社会交际功能。委婉语在各个领域都有 广泛的应用，它对于我们学好英语，进行有效的跨文化交际有很大的帮助。 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委婉语产生的原因1.2.1由于敬畏天地神灵而使用委婉语“无论是高度文明

23、社会还是原始部落，都存在委婉语的现象；无论是大语种还是 少数民族语，都有委婉语。委婉语使用于社会各阶层的领域。”对鬼神的称呼是 产生委婉语最早的一个领域。早期时代的人们，由于生产力水平、科学条件的限 制，他们相信自然神力，迷信那些妖魔、神祗，并将许多无法解释的神秘现象归 结为天地神灵的作祟，于是产生一种对supernatural的崇拜以至恐惧，避讳现象 由此而生。鬼神名称就成了人类最早的禁忌语，而指代鬼神的词语就是最早的委 婉语。.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.在英美国家，人们普遍笃信上帝(God)，出于对上帝的敬畏，他们不敢直称上 帝耶和华(Jehoval)的名字，于是便产生了许多的委婉语。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.”中国人禁忌、忌讳的地方恐怕不比西方 国家少。“在我国，自古以来人们相信各种自然现象均由各种不同的自然之神所 支配。为了求福避祸，他们也举行各种祭祀活动，并给它们以美称。由于宗教迷 信的原因，人们还称各种神祗为“菩萨”、“大师”；美称“黄鼠狼”、“狐狸”为 “黄仙”、“狐仙”；甚至村庄里头的大树也称为“树仙”逢年过节总有农民前去 祭拜。以农耕经济为主的中国，特别注重土地，有些农民经常会于开春播种之际， 在水田田埂烧炷香，以孝敬土地公公，保佑稻谷丰收。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为避免粗俗、不雅而使用委婉语 在东西方文化中，凡是与疾病、死亡、人体排泄、生体部位、性爱、体形等有关 的犯禁忌的事物，常常被认为是粗俗

32、、不雅、难登大雅之堂。因此人们将不忍或 不便直接说出的禁忌事物，通过曲言、避讳等手法来美化或淡化它们，使之不那 么粗俗，使之变得文雅一些。如把人体“ thin ”和“skinny ”说成“slim ”和“slender”； 把身体fat/corpulent”说成 “plump”、“strong”和“stout”。中世纪的西方，人 们认为leg，breast，thigh，pregnancy等词与“性”的关系太直接，因此就产生 了 以下一些委婉语：“piano s limbs”(指 piano s leg)； “white meat”(指 chicken breast)； “dark meat”(

33、指 chicken thigh)。恰当地使用委婉语，可以避免使人尴尬、惹人不快、招人厌恶。委婉语的使用不 仅给足了对方面子，又体现了说话者的身份地位、学识风度。使用优雅、含蓄的 语言也是人们的一种审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为避免唐突无礼而使用委婉语在交际场合，为礼貌起见，避免唐突无礼，人们常用委婉语来表示对他人的尊重， 减少对他人的批评，将对方的反感情绪降到最低点。请看下面对话：“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饭不好吃，却没有当面提出，而是用委婉含 蓄的方式回答“你需要我表扬你吗？”这样的回答即不会打击女孩的自尊心，又 不失幽默风趣。俗话说“良言一句三冬暖，恶话伤人六月寒”、“当着矮个不提高”， 若在公众场合揭对方的短，伤了他的自尊，人家就会因受到刺激变得不客气起来。 如果你对一个女孩说“你长的又矮又胖，简直就像个矮冬瓜”。那么这个女孩会 非常生气，最后友好的关系也会因此而分裂，甚至反目成仇。可见，恰当得体的 话语有时比和煦的春风还让人轻爽。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.在交际过程中，尤其在某种特定的语境中，故意用一些礼貌用语或较为缓和的词 语，一来可以顾全

43、对方，二来不会因揭短而冒犯别人。比如明知有人在说谎，却 不直说“He is a liar，而说成“He often tells untruth。从而有利保持人与人之间 关系的融洽与和谐，消除抵触，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礼貌原则英国学者Leech提出了言语交际的礼貌原则，根据Leech的礼貌原则中的选择

45、 The Optional Scale。如果话语内容使听话人得益，说话人的话说得越直率，强求 听话人接受的愿望就越明显，话语就越能显出热情内容;如果话语内容只使说话 者得益则说话人的话就要说得间接一些，谨懊一些，要给听话人留有较大的自由 选择余地，从而表现出话语的礼貌得体。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)的语气很突兀，过于直接;而例(2)使用委婉语气，礼貌得多。此外，礼 貌原则强调多为对方着想，要求从对方的角度考虑，顾及他人的要求、愿望和感 情。采取“对方”态度，即you-attitude”的委婉表达，则充分体现了礼貌原则。 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)从时方的角度考虑，显得更加委碗，体现了礼貌原则。These cases (4) when the side from the point of view, even more commission bowl, embodies the principles of politeness.商务谈判中的礼貌语用策略法国著名作家雨果曾说过：“语言就是力量”。如何在商务谈判中有效地发挥

51、 语言的作用，达到谈判目的呢?这就需要运用一些礼貌语用策略来得以实现。礼 貌策略就是在其他条件相同的情况下，把不礼貌的信念的表达减弱到最低限度。 礼貌是建立良好的人际关系和合作关系的前提。商务谈判的顺利开展依赖于良好 的社会关系的建立。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.避免自以为是、贬低或责备对方的口气例如：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.在以上的三句话中，很明显。句直接指出对方的失，带有指责的口吻出句给人自 以为是、瞧不起对方的感觉;。句有贬低别人的口气。诸如这样的口气很难使谈 判作顺利地进行下去，所以在实际的谈判过程中要时刻意自己的口吻，避免由此 带来的不必要的麻烦。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.淡化主观态度，零重对方立场在商务谈判过程中，不是说压倒对方就胜利了。一成功的谈到从根本上讲应该达 到“双赢”。这就要求谈人员在谈判中要减少表达利己的观点，尽量减少对的受 益。换句话说，就是要采取对方态度(other-atitude)，少采用自我态度(self-atitude)。 要把我、我们换成、你们，使对

57、方感到自己的重要性。这样才能获得对方的好感， 促成交易。我们来比较以下几组句子：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.以上两组句子中，a句和b句的意思相同，但表达有所不同。a句是从我方 角度出发，而b句是从对方的立场考虑，在谈话中礼貌地指出和强调对方可能获 得的利益，淡化自己的好处，体现了礼貌原则中的得体准则。The above two sentences, a sentence, and b sentences the same meaning, but the expression i