Abstract:Since China’s accession to the WTO, the application of business English has been increasingly popular, especially in business correspondence which belongs to the category of practical writing.Euphemism as a common language and cultural phenomenon has aroused the concern of people from all walks of life at home and abroad. Euphemism is a “lubricant” in people’s language communication activities. With polite and decent English expression, business people can create a good atmosphere for business activities to achieve each part’s purpose of transactions. It helps to establish business relationship with partners’ integrity and stability, and ultimately to realize product promotion and market expansion. The first part of this paper discusses an overview of euphemism. It is a kind of suggestive and indirect expression to adapt to a specific language environment. The second section discusses euphemism in business correspondence guiding by distance principle, relation principle, self-protection principle, and politeness principle as well as the formation and pragmatic functions of euphemism. The third section makes analysis and summary of the business correspondence samples. Also some problems should be paid attention to when we use euphemism in business correspondence. The dissertation has guiding significance for the teaching of euphemism in business English and the appropriate use of business correspondence in foreign trade.
Keywords: business correspondence; euphemism; four principles; pragmatic function
Contents
中文摘要
Abstract
Chapter 1 Introduction-1
Chapter 2 An Overview of Euphemism-3
2.1 Literature Review-3
2.2 Formation of Euphemism-4
2.2.1 Means of Phonetics-4
2.2.2 Means of Lexis-4
2.2.3 Means of Syntax-5
2.2.4 Means of Rhetoric-5
2.2.5 Means of Non-Verbal-5
2.3 Brief Introduction of Pragmatic Functions-5
2.3.1 Avoidance-5
2.3.2 Irony-6
2.3.3 Self-protection-6
2.3.4 Humor-6
2.3.5 Communication-6
2.4 Principles of Euphemism-7
2.4.1 Principle of Distance-7
2.4.2 Principle of Relation-7
2.4.3 Principle of Pleasantness-7
Chapter 3 research METHODOLOGY-9
3.1 Research Methodology-9
3.1.1 Materials-9
3.1.2 Data Collection-9
3.1.3 Data Analysis-9
3.2 Euphemism at Lexical Level-9
3.2.1 Verb-9
3.2.2 Noun-10
3.2.3 Adverb-10
3.2.4 Preposition and Prepositional Phrase-10
3.3 Euphemism at Syntax Level-11
3.3.1 Interrogative Sentence-11
3.3.2 Subjunctive Mood-11
3.3.3 Passive Voice-12
3.4 Pragmatic Functions of Euphemism-12
3.5 Principles of Euphemism-13
3.5.1 Principle of Distance-13
3.5.2 Principle of Self-protection-13
3.5.3 Principle of politeness-14
3.6 Problems to Be Noted-14
Chapter 4 CONCLUSION-15
References-17
Acknowledgements-18
