Abstract

In business negotiation, it is important to communicate effectively with commercial rivals. For the purpose of reaching effective communication, people take different language strategies to persuade the rivals. English Euphemism is one of the most effective communication strategies in commercial negotiations, and the usage of euphemism under the guidance of politeness principle is of great significance for smooth communication in the business negotiation. 

English euphemism is a social language phenomenon. It permeates all aspects of society. And it has very important significance to contribute a successful business negotiation. Politeness principle is a major pragmatic principle proposed by Leech on the basis of the principle of cooperation. This thesis focuses on analyzing the application of English euphemism in commercial negotiation from the perspective of politeness principle. And this paper tries to conclude the main points of the usage of English euphemism from the perspective of politeness principle.

Key words:  English euphemism; politeness principle; business negotiation

Contents

Abstract

中文摘要

1 Introduction-1

2 Literature Review-2

2.1 Studies Abroad-2

2.2 Studies in China-3

3 An Overview of English Euphemism in Business Negotiation-4

3.1 The Formation of Euphemism-4

3.2The Significance of English Euphemism in Business Negotiation-6

4 Usage of English Euphemism-7

4.1 The Reasons to Use Proper Euphemism during Business Negotiation-7

4.2 The Application of English Euphemism for Different Negotiating Style-8

4.3 Pragmatic Strategy in Using English Euphemism-10

4.4 The Ways to Protect the Hearers’ Self-esteem.-12

5 Conclusion-13

References-15