1 摘
要 近年来，商务谈判的研究逐渐得到很多学者的青睐。由于国际商务谈判是以经济利益为目的、以价值谈判为核心，所以谈判者的语言表达能力、协调沟通能力、思维转换能力都必须达到一定的专业水平。目前中美商务谈判的情况整体不太乐观。例如，中国与美国在国际商务谈判中因为中美的交流方式、思维模式、心理素质、文化差异以及语言表达不同，所以导致谈判屡次不爽，往往需要多次协商或者以失败而告终。通过分析顺应理论、面子理论和礼貌原则，研究了委婉策略在中美商务谈判中的应用。委婉策略是一种特殊的、间接的和重要的语言工具，它能够赢得对手的良好印象，并为建议者提供了在商务谈判中避免尴尬的退路。
关键词：中美商务谈判；文化差异；委婉策略
ASTRACT In recent years, the research of business negotiation has gradually been popular with a great deal of scholars. Since international business negotiations are based on economic interests and value negotiation as the core, the negotiators" abilities of language expression, coordination communication, and thinking conversion must reach on certain of professional levels. Nowadays, overall situation of Sin-US business negotiations are not quite optimistic. For instance, in the international business negotiations between China and the United States, the Sino-US communication approaches, thinking methods, psychological qualities, cultural differences and language expressions are diversity. As a result, the negotiations have been repeatedly unsatisfactory requiring multiple negotiations or ending in failure. Through Adaptation Theory, Face Theory and Politeness Principles, the application of euphemistic strategies in Sino-US business negotiations is studied. Euphemism is a particular, indirect and significant language tool, which maybe win the good impression of opponents and provide negotiators with a way to avoid embarrassment in the application of business negotiations. Key words ：Sino-US Business Negotiation; Cultural Difference; Euphemistic Strategy
2 Contents INTRODUCTION ………………………………………………………………...3 CHAPTER I LITERATURE REVIEW ……………………………………..3 1.1 Definition of Euphemism .................................................................................. 4 1.2 Definition of Politeness Principle ..................................................................... 4 1.2.1 Historical Background of China ............................................................. 4 1.2.2 Equal Principles of China ....................................................................... 5 1.3 Definition of Psychology .................................................................................. 7 CHAPTER II THE COMPARISON OF NEGOTIATING STYLYS IN SINO-US BUSINESS NEGOTIATION ………………………………………………………….…..8 2.1 Communication of China and the United States ............................................... 9 2.2 Mindset of China and the United States ......................................................... 10 CHAPTER III THE APPLICATION OF EUPHEMISM IN SINO-US BUSINESS
NEGOTIATION ………………………...…………………………...……...11 3.1 Social Function of Euphemistic Strategy ........................................................ 11 3.2 Expression of Euphemistic Strategy ............................................................... 11 3.3 Face Theory of Euphemistic Strategy ............................................................. 14 3.3.1 Positive Face of Chinese Businessmen ................................................. 14 3.3.2 Negative Face of American Businessmen............................................. 15 CONCLUSION …………………………………………………………………..16 REFERENCES …………………………………………………………………...16 ACKNOWLEDGMENTS ……………………………………………………..错 错误 误! 未定义书签。
3 INTRODUCTION
In recent years, the scholars both at home and abroad have been extremely interested in euphemism which is a sort of significant and momentous communicative language in business negotiation. The study mainly tells that through comparison between Euphemism and direct language, Euphemism which is produced under the constraints of the context is a general language phenomenon (H.J. Li 106). The application of euphemism is conducive to relax stressful and awkward atmosphere, maintain others’ faces and establish a long-term and friendly cooperation with proper degree in negotiation (Lin Yuhui ，2009：262).
The students learning the subject of Business English should grasp negotiating skills based on positive and negative face-saving theories and polite principles in order to flexibly and neatly deal with differences and deadlocks and develop practical negotiating skills（Xu Jie，2017：
207）. Between Chinese and American businessmen, in term of negotiation, their negotiating styles are different, such as interpersonal relationships, laws, strategies and thinking, and so on. The businessmen should learn to leading knowledge and skills from different countries, nations and regions in negotiation aiming to avoid loses and destroy two sides’ faces (Zhang Xuemei，2006：
29-30).
Nowadays, overall situation of Sin-US business negotiations are not quite optimistic, because the Sino-US communication approaches, thinking methods, psychological qualities, cultural differences and language expressions are diversity.
Therefore, the further examination of euphemistic strategy are needed to find out better negotiating strategies maintaining long-term friendly communion between China and the United States in the future. In the present paper, we focus on the application of euphemism in Sino-US business negotiation. CHAPTER I
LITERATURE REVIEW
4 1.1 Definition of Euphemism
A.S. Hornby says that “noun euphemism (for sth) an indirect or phrase that people often use to refer to sth embarrassing and unpleasant, sometimes to make it seem more acceptable, words of good omen or good speech: pass away=die ”(2004：491). Definitely, euphemism is also one of communicative languages used to business negotiation, for instance, it would not only relief unpleasant and disagreeable disputes between both parties in business negotiation, but also respect mannerly partners’ faces. Kennedy, G. puts forward that the word ‘if’ most useful to negotiators. “If” belongs to a kind of conditional sentences. (1998：108).
Thus, if negotiators adopt “if” in business negotiation, they are available to an amazing outcomes of negotiations. At the same time, cooperators also think the other sides’ proposes is objective and reliable, and then consider moving on to the next term. In addition, “if”, a euphemistic expression, can maintains partners’ faces and eases some awkward atmospheres. Xue Chunmei’s masterpiece makes reference to “conditional sentences in euphemism”as well ( 2016: 206-207). Thus, the application of euphemism in business negotiation should not be neglected. 1.2 Definition of Politeness Principle Brown and Levinson put forward that Politeness is a remedial action used to balance destructive face threatening behavior. Rich"s politeness principle aims to
maintain equal status and amicable relations between the two parties (Tang Heng, 2016: 179). The politeness principle not only avoids unpleasant conflicts, but also establishes a long- term relationship. In Sino-US business negotiation, people need to make use of language to transfer kinds of information like negotiating conditions to develop interaction and communication, and respect other’s faces, significant and necessary. 1.2.1 Historical Background of China In the past decade, China and the United States have ever had a heavy competition
5 and long-term cold war which lead to destroy a balance of the economic market of the world and consume large blocks of national resources, such as a large sum of money and much manpower. On the contrary, in recent years, China and the United States realize the negative and dangerous influences of the cold war, so the two countries thoughtfully and deliberately decide to stop the war, and create Sino-US business cooperation. Due to frequent and intimate Sino-US business communication, both countries gain a great breakthrough and economic income.
1.2.2 Equal Principles of China
While, Sino-US business negotiation is not only an opportunity which lets bygones and bygones and tries to make cooperation between China and the United States, but also is a new challenge which Chinese and American businessmen take
advantage of different negotiating style influenced by different culture. Sino-US business negotiation is a trade transaction that China and the United States voluntarily and fairly exchange bargaining chips. In a few words, if American businessmen want successfully and smoothly to achieve a business negotiation with Chinese businessmen, American businessmen must take mutual respect as the premise, equal treatment as the process and win-win as the result. The three principles China extremely lays emphasis on, because Chinese have learnt from many lessons of Chinese history in the past few years. For instance, before the reform and opening up, because of backward economy and technology of China, China was forced to sign a number of unequal treaties of bereavement and humiliation: Treaty of Nanking, Treaty of Shimonoseki, and Boxer Protocol. Nowadays, the stronger China’s economy and technology are, the higher international status and influence of socialist China are. There are many counties’ attitudes completely changing, they are no longer dare to look down upon China’s comprehensive strength. Besides, they are going to try to look for some opportunities to cooperate with China. Definitely, their transformations are not only a kind of “positive politeness strategy” that the countries are willing to reach a consensus on China’s
principles, but also a “negative politeness strategy”
6 which the countries need to save China’s
faces. As Xu Qi points out, Brown & Levinson states that “politeness strategy” consists of three parts, “direct strategy, positive politeness strategy and negative politeness strategy”. For instance, the positive politeness strategy focuses on the identity of both parties to make the listeners be aware of the consensus of their values each other. However, negative ...