euphemism.doc

Applications of Euphemism in Business English Wang Haiming ( College of Foreign Languages, Hunan City University, Yiyang, Hunan 413000 ) Abstract: With the rapid development of China’s economy, our country has built a close multi-relationship with the outside world and foreign trade has played an important role in China’s business activities. In international business activities, with the goal of maximizing customers’ satisfaction and trust, people usually take euphemisms and euphemistic ways of communication to convey their ideas and expectations with courtesy and implication, thus to achieve an amicable atmosphere and reach an agreement. Meanwhile, euphemism is also a critical way of capturing business opportunities, attracting customers, promoting sales, and exploiting market. However, it is not rare to see negotiations breaking down attributing to malapropism. Therefore, it’s of significant importance to have a profound understanding of English euphemism in business activities. Through the analyses of strategies and real cases, this thesis aims at helping business people learn about the application of euphemism in English business activities, so as to enhance international communication and promote international trade successfully. Key words: euphemism; business English; business activities; strategy 摘要：随着中国经济的迅速发展，我国与外界建立了紧密的合作关系，外贸也成为了我国经济的重要支柱。在国际商务活动中，为了最大限度委以客户满意和信任，商务人员在进行商务交际时经常借助委婉语和委婉的表达方式来礼貌、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的预期目的。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。然而，由于委婉语的使用不当而导致谈判失败的事件却也时有发生。因此，对商务英语中的委婉语进行了解与研究具有极其重要的意义。通过对策略和案例的分析，本文旨在帮助商务人员了解委婉语在国际商务活动中的具体应用，从而增进国际交流，促进国际贸易顺利进行。 关键词：委婉语；商务英语；国际商务活动；策略 Introduction Due to integration of economic globalization, English, as the most common language in international business activities, has become increasingly prominent. In order to satisfy customers’ demand and gain the trust of customers, business people usually take euphemism and euphemistic ways of communication to eng