Abstract

With the development of economy, the international business trade contacts are becoming more and more frequent and now have entered a new developing stage. Euphemism is one of the basic features of language. It was widely applied to business communication. This paper probes how to apply euphemism well in business negotiation based on the basic theory of politeness principle. This paper starts with definition and characteristics of euphemism and mainly discusses the application modes, and summarizes the effects. This paper uses the methods of literature research and examples illustration. Through the study of this paper, euphemism has some application modes, such as passive voice, conditional sentence and weaken the negative expression, and subjunctive mood, etc. This thesis strives to analyze these application modes combined with specific examples to improve the flexibility of euphemism language use and improve the success rate of business negotiation.

Key words: euphemism; business negotiation; application modes; effects

Contents

Abstract

摘要

1 Introduction-1

2 Literature Review-2

2.1 Foreign Research-2

2.2 Domestic Research-3

3 Introduction of Politeness Principle3

4 Introduction of Euphemism-4

4.1 Definition of Euphemism-4

4.2 Characteristics of Euphemism-4

4.2.1 Indirectness5

4.2.2 Renovation-5

5 The Application of Euphemism in Business Negotiation Based on the Theory of Politeness Principle6

5.1 Application Modes of Euphemism-6

5.1.1 Passive Voice7

5.1.2 Conditional Sentence7

5.1.3 Weaken the Negative Expression-8

5.1.4 Subjunctive Mood.9

5.2 Application Effects of Euphemism-.10

5.2.1 To Ease the Tension of Business Negotiation.10

5.2.2 To Avoid the Face-to-Face Embarrassment11

5.2.3 To Establish a Long Term Business Relationship.12

6 Conclusion-13

References-15