商务活动中的社交语用失误分析

论文总字数：30980字

摘 要

Abstract

Times New Roman

标题-三号 粗体 居中

With the rapid development of economic globalization, international trade exchanges are more and more frequent. However, due to the influence of cultural differences, people in different countries often fail to achieve the expected results in language conversation, which leads to pragmatic failure. Pragmatic failure does not mean that the grammar or tense used by the English users in the use of the language is wrong, but that the speech is not suitable for the time, or the expression is not appropriate, or the expression does not conform to the usage habits of the English-speaking countries. And because of these inappropriate uses the communication can not achieve the ideal effects. Based on the pragmatic theory of English linguist Jenny Thomas, this thesis mainly discusses pragmatic failures in business practice. The thesis first gives the introduction of the pragmatic failure, then analyzes the causes of pragmatic failure from the two aspects of business communication and translation. At the end of the thesis, some countermeasures also have been proposed to help English users in the business activities to reduce pragmatic failure and achieve successful business cooperation.

Keywords: pragmatic failure; business practice; cultural differences

摘要

随着经济全球化的迅速发展，国家间贸易往来越来越频繁，但由于文化差异的影响，不同国家的人在语言交谈中往往不能够达到预期效果,这种情况称之为语用失误。语用失误不是指英语使用者在语言使用中出现的语法或者时态的运用错误，而是指说话者说话不合时宜，或者表达方式不妥、表达方式不符合英语国家的使用习惯等。并且由于这些不恰当地使用导致交际不能达到理想效果。本论文以英国语言学者Jenny Thomas的语用失误理论为根据，讨论在商务活动中的语用失误。先介绍语用失误的基本理论，然后从商务交流和商务翻译两个方面举例，分析商务活动中的语用失误原因。在论文的最后提出减少商务交际中出现的社交语用失误的对策,以便帮助英语使用者获得成功的商务合作。

关键词：语用失误；商务活动；文化差异

Contents

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三号，加粗，段前段后0磅；居中

1. Introduction………………………………………………………………1
2. Literature Review…………………………………………………………2
3. The Introduction to Pragmatic Failure........................................................3

3.1 The definition of pragmatic failure................................................................ 3

3.2 The classification of pragmatic failure...........................................................4

4. The Analysis of Pragmatic Failure ...............................................................4

4.1 Pragmatic failure in commercial communication...........................................4

4.2 Pragmatic failure in commercial translation...................................................7

5. The Causes of Pragmatic Failure..................................................................9

5.1 Culture differences..........................................................................................9

5.2 Negative transfer of mother tongue..............................................................10

5.3 Contextual difference ...................................................................................10

6. Countermeasures to Avoid or Reduce Pragmatic Failure.........................10

6.1 Understanding the pragmatic rules of different language.............................10

6.2 Accumulating foreign cultural knowledge....................................................11

6.3 Storaging business knowledge......................................................................11

7. Conclusion.....................................................................................................12

Works Cited

1. Introduction

As we all know, in today’s world economic landscape, the trend of global economic integration is gradually strengthened. In recent years, China has actively participated in the competition and cooperation of various international organizations, which makes business English commonly used in business exchanges. English users are required to overcome various translation difficulties, keep pace with the times, and constantly promote themselves. It is very important to choose to follow the pragmatic rules, conform to the other party"s habits, and conform to the social and cultural factors in business English pragmatics, in order to achieve the ideal business and economic expectations

With the development of economic globalization and the progress of civilization, more and more countries and regions seek for international business cooperation. In the economic cooperation, both representatives hope to achieve successful agreements. However, some incentives often result in unpleasant experiences. For example, the appropriate language in one background culture may cause pragmatic failure in another because of cultural differences, which happens frequently in the business practice between China and the English-speaking countries.

The study of cross-cultural pragmatic failures has important practical implications for the smooth development of international business. The globalization of the world economy is short of plenty of international business elites to meet the market demand. International business elites are required to have solid knowledge of business English and strong cross-cultural communication skills. The study of intercultural pragmatic failures is conducive to crossing cultural barriers, avoiding communication conflicts, misunderstandings and divergences caused by cultural differences, finding out the causes of communication failures and knowing what remedial measures should be taken to achieve the purpose of business cooperation.

The thesis gives the introduction of pragmatic failure. Then, from the common business practice, the thesis analyzes the causes which result in pragmatic failure. The thesis also puts forward the countermeasures for business men to reduce pragmatic failure.

2. Literature Review

大章节标题：Times New Roman 四号粗体顶格。标题行的行距固定值22磅，段前段后间距 均选择“空一行”。标题式大写。注意不要使用自动编号，使用手动编号。

The British scholar Jenny Thomas put forward pragmatic failure in 1983. Thomas defined that pragmatic failure refers to the listener"s “inability to understand the meaning of the speaker"s intention ”.(Thomas 91) According to the general pragmatics proposed by Leech, which includes pragmatic linguistics and social pragmatics(Leech 10), Jenny Thomas classifies pragmatic failures into two categories---pragmalinguistic failures and sociopragmatic failures. Kasper explored pragmatic failure as a communicative effect in interlanguage pragmatics.

In China,there are also lots of scholars have done a mass of research about pragmatic failure.

Huang Cidong and He Ziran are two scholars who have devoted to the introduction of pragmatic failure theory. Huang Cidong, the earliest person concerned about pragmatic failures, argues that Chinese English learners should sometimes grasp how pragmatic rules are consistent with appropriate linguistic behaviors besides necessary linguistic knowledge when communicating in English. He also holds that the communicative meaning of a speech act has connection with context, identity and background knowledge shared by both parties, and that the lack of such understanding will lead to communication failure and fail to achieve the desired results.(Huang 14)

He Ziran holds that “pragmatic failure does not mean the performance errors in general word-making, but the mistaken speech, incorrect way of speaking, improper expression habits, etc., which result in communication failing to achieve the expected results”.(He 6) And he has proposed “Dichotomy of Pragmatic Failure”.

Cao Chunchun compared and analyzed the cultural features of English and Chinese based on the Chinese politeness criteria summarized by Gu Yueguo and the English politeness principles enumerated by Leech, and explored the pragmatic failures caused by violation of the politeness criteria (Cao 69). Peng Zengan studied the pragmatic failures caused by foreigners in learning Chinese, and found that the main causes of the failures were the color words and appellations in Chinese, which were rich in specific Chinese cultural artistic conception.(Peng 41) From this point of view, the cultural background knowledge difference is the main reason for pragmatic failure.

Although the dichotomy of pragmatic failures has strong explanatory power, scholars have found that some failures can not be explained. In view of this, Liu Shaozhong and Zhong Guoshi questioned Thomas"s “dichotomy” of pragmatic failure, believing that the erroneous “dichotomy” neglected the pragmatic behavior and process in verbal communication.(Liuamp;Zhong 50) They classified pragmatic failures into five categories: individual pragmatic failures, social pragmatic failures, pragmatic linguistic failures, cognitive pragmatic failures and cultural pragmatic failures. Compared with the dichotomy, this classification is both concrete and comprehensive.(Liuamp;Zhong 50)

Li Guizhi and Zhang Guo tried to do a research on the causes of pragmatic failures based on adaptation theory. They found that in the process of verbal communication, when the communicative language of both speakers failed to adapt to the communicative context at that time, pragmatic failures would occur (Liamp;Zhang 93). Therefore, Zhang Guo proposed that language adaptation is one of the strategies to avoid pragmatic failure.(Zhang 62)

The main contribution of Chinese scholars to the study of pragmatic failures is that they have made a lot of detailed theoretical descriptions, interpretations and theoretical depth improvement. At the same time, they dare to use different theories and perspectives to study the causes of pragmatic failures and put forward different strategies to reduce or avoid pragmatic failures and specific measures to improve English learners" pragmatic competence.

3. Introduction to Pragmatic Failure

3.1 The definition of pragmatic failure

小章节标题Times New Roman字体，四号 顶格。标题行的行距固定值18磅，段前段后间距 均选择“空一行”。句子式大写。注意不要使用自动编号，使用手动编号。

Jenny Thomas, a pragmatist at the University of Manchester, UK, has pioneered the study of cross-cultural pragmatic failures. In her article Intercultural Pragmatic Failure, which was published in 1983, she first put forward the concept of pragmatic failure, pointing out that pragmatic failure is “the inability to understand what is meant by what is said”.

小章节标题Times New Roman字体，四号 顶格。标题行的行距固定值18磅，段前段后间距 均选择“空一行”。句子式大写。注意不要使用自动编号，使用手动编号。

3.2 The classification of pragmatic failure

According to Thomas, pragmatic failure can be roughly calssificated into pragmalinguistic failure and sociopragmatic failure.

Pragmalingistic failure refers to pragmatic failure arising from lacking of understanding of the underlying pragmatic implications of the target language at all levels. Pragmatic language failure is actually a linguistic problem. It refers to the failure of people to choose appropriate linguistic expressions according to the contextual conditions at that time in the process of communication, which violates the pragmatic principles.

Sociopragmatic failure refers to linguistic failures in communication due to neglect of the difference of society and culture. Sociopragmatic failures originate from the communicators" ignorance of the cultural differences of the target language and social customs, which violate certain communicative principles of society and belong to the knowledge category of social life. Their manifestations are mainly as follows: social pragmatic failures caused by different manners; social pragmatic failures caused by different appellations; social pragmatic failures and inattention caused by differences in values; social pragmatic failure caused by the position or social class of the talking objects.

4. The Analysis of Pragmatic Failure

4.1 Pragmatic failure in commercial communication

4.1.1 Improper use of polite language and appellation

In business, Mr. Mrs. or Miss is often called with his surname, but we often misuse them. For example: It is wrong to call George Black as Mr. George. It is also inappropriate in English to address each other by adding a surname to a common occupation or position, for example: Manager Black,

Moreover, In Chinese, “ have you eaten yet?" plays the communicative function of greeting, while in English, “Nice to meet you” and “Hi” can express the communicative meaning of greeting. Although the literal meanings of the two sentences are not the same, their functions in communication are basically the same. If literally translated as "Have you eaten?", it may even misunderstand the other party.

4.1.2 Different style and voice

Business English often adopts formal style. The wording should be solemn, rigorous and formal. We should keep eyes on the choice and refinement of words and expressions.

For example: “Let me make you a special offer” and “I"ll give you a discount price” would be a bit colloquial to be translated into offering a good price.

In business English, it is often use the active voice, but when it involves negative news, problems or other responsibilities or negligence of the other party, in order to avoid too rigid language, English letters, documents should be used in passive voice.

Please renew your delivery of goods for two days further.

The contract is given without engagement.

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