英语专业论文外贸英语的重要性Word文件下载.docx
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英语专业论文外贸英语的重要性Word文件下载.docx
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1.3ForeignTradeEnglishandCooperativePrinciple
Astheglobalizationofeconomy,foreigntradewillbecomemoreandmorefrequent.Howtosurviveincompetition,toenlargemarket,tomakeprofits,towin?
Themostimportantandusefulweaponiscooperativeprinciple(CP).Generallyspeaking,Englishconversationinforeigntradingaimstoachievesuccessfuldealingortofurtherbusinessrelationshipsoastomakeprofitsintheend.Withthetwopurposes,thetwosidesoftheconversationcooperatewitheachother.Therefore,theyneedtoobeyCP[2].Inaddition,thefourmaximsofCParecloselyconnectedwiththelanguagecharacteristicsofforeigntradeEnglish(FTE).Generally,FTEhasthefollowingcharacteristics:
(I)Exactness:
FTE,especiallybusinessletters,iscloselyconnectedwiththerightsanddutiesofthetwosidesofnegotiation.Therefore,FTEneedtobeexact.
(II)Completion:
Businesslettersneedtobecompleteincontentfortheyarelegalcontractstosomedegree.Ifthecontractsarenotcompleteincontent,theymaygiverisetounnecessarydisputes.
(III)Concreteness,clearness,conciseness:
FTEneedtobelively,specificanddefinitetoavoidmisunderstanding.Atthesametime,FTEneedtoavoidbeingwordyandtoomuchrepetition.Usingtheleastwordstoexpresscompleteinformationclearly.
Allthesecharacteristicsarereflectedinthemaximsofcooperativeprinciplerespectively.Obviously,itisagoodwaytosumuplanguagecharacteristicsofFTEthroughanalyzingtheapplicationofCPinFTE.
2Grice’sTheoryofCooperativePrinciple
2.1TheDeprivationofCooperativePrinciple
Asasub-fieldoflinguistics,pragmaticsstudieshowpeoplecomprehendandproduceacommunicativeactorspeechactinaconcretespeechsituation,whichisusuallyaconversation(henceconversationanalysis)[3].Whilethenotionofconversationalimplicatureasoneofthesinglemostimportantideasinpragmatics(weshalloftenrefertothenotionsimplyasimplicatureasashorthand),referstoanindirectorimplicitmeaningofanutterancederivedfromcontextthatisnotpresentfromitsconventionaluse[4].Unlikemanyothertopicsinpragmatics,implicaturedoesnothaveanextendedhistory.ThekeyideaswereproposedbyGriceintheWilliamJameslecturesdeliveredatHarvardin1967andstillonlypartiallypublished(Grice,1975,1978).OneGrice’stheoryofimplicaturebringsforwardcooperativeprinciple,abbreviatedasCP[5].
2.2CooperativePrincipleandItsFourMaxims
Grice’stheoryofcooperativeprinciple,inwhichhedevelopstheconceptofimplicature,isessentiallyatheoryabouthowpeopleuselanguage.Grice’ssuggestionisthatthereisasetofover-archingassumptionsguidingtheconductofconversation.Thesearise,itseems,frombasicrationalconsiderationsandmaybeformulatedasguidelinesfortheefficientandeffectiveuseoflanguageinconversationtofurthercooperativeends.Griceidentifiesasguidelinesofthissortfourbasicmaximsofconversationorgeneralprinciplesunderlyingtheefficientcooperativeuseoflanguage,whichjointlyexpressageneralcooperativeprinciple.
Theseprinciplesareexpressedasfollows:
Thecooperativeprinciple:
Makeyourconversationalcontributionsuchasrequiredatthestageatwhichitoccursbytheacceptedpurposeordirectionofthetalkexchangeinwhichyouareengaged.
Themaximofquality:
trytomakeyourcontributiononethatistrue,specifically:
(I)Donotsaywhatyoubelievetobefalse.(II)Donotsaythatforwhichyoulackadequateevidence.
Themaximofquantity:
(I)Makeyourcontributionasinformativeasrequired(forthecurrentpurposeoftheexchange).(II)Donotmakeyourcontributionmoreinformativethanisrequired.
Themaximofrelation:
makeyourcontributionsrelevant.
Themaximofmanner:
beperspicuous,andspecifically:
(I)Avoidobscurityofexpression.(II)Avoidambiguity.(III)Bebrief(avoidunnecessaryprolixity).(IV)Beorderly[6].
Amongthefourmaxims,theformerthreemaximsarerelatedto“whatissaying”,theforthoneisrelatedto“howtospeak”[5].Inshort,thesemaximsspecifywhatparticipantshavetodoinordertoconverseinamaximallyefficient,rational,cooperativeway:
theyshouldspeaksincerely,relevantlyandclearly,whileprovidingsufficientinformation.
Tothisviewofthenatureofcommunicationthereisanimmediateobjection:
theviewmaydescribeaphilosopher’sparadise,butnooneactuallyspeakslikethatthewholetime.ButGrice’spointissubtlydifferent.Itisnotthecase,hewillreadilyadmit,andthatpeoplefollowtheseguidelinestotheletter.Rather,inmostordinarykindsoftalktheseprinciplesareorientedto,suchthatwhentalkdoesnotproceedaccordingtotheirspecifications,hearersassumesthat,contrarytoappearances,theprinciplesareneverthelessbeingadheredtoatsomedeeperlevel[5].
3TheApplicationofCooperativePrinciple
3.1TheMaximofQuality
3.1.1Definition
Trytomakeyourcontributiononethatistrue,specifically:
(I)Donotsaywhatyoubelievetobefalse.(II)Donotsaythatforwhichyoulackadequateevidence.
3.1.2ApplicationandtheLanguageCharacteristics
Onerequirementofthemaximis“Donotsaythatforwhichyoulackadequateevidence”.Inbusinessletters,especiallyinmakingcomplainsandcounterclaim,businesspersonnelshouldchoosewordscautiously.Concrete,specificwordsratherthangeneral,vaguewordsmaybemuchmoreappropriate[7].Usingexaggeratedwordsmaydoharmtoyourreputation,evenunabletosolveasingleproblem.
e.g.1:
Weorderedwell-driedgoodsoffinequality,butyouhavesentusprunestotallyunmerchantableandunfitforconsumption.
Usingtwogeneralwords(theunderlinedwords)whichfirmlysquashthegoods,thesentencestillhasnotexpresstowhatdegreethegoodsmetamorphoseclearly.Ifweuse“inaverymaggotystate”or“inahalf-rottenstate”instead,thesentencewillappearmuchmorespecific.Obviously,toobeythemaximofqualitysoastobeactualandaccurate,businesspersonnelshouldpaymoreattentiontodiction.
e.g.2:
Weboughttheair-conditionerinyourstorethreemonthsago.Theshop-assistanttoldmethatyouwouldrepairitformewithinonemonth.Butuptonownoonehascometodoityet.
Itisobviousthattheword“repair”isusedwronglyinthesentence.Customersneverbuyanair-conditionerwhichisoutofworkandwaitforthesellershaveitrepaired.Itseemsthattheauthorwanttoexpressthemeaningof“fix”.Besidesoftheword“fix”,“install”isanotherwordwhichcanexpresssimilarmeaning.Insomecases,thereisnoproblemindiction,butmeaningisnotaccurateenough.Takethefollowingsentenceforexample.
e.g.3:
Ourwashing-machinehasitsunusualdesign.
Inthesentence,using“unique”insteadof“unusual”canshowtheoriginaldesignofthewashingmachinemuchbetter.
Throughtheanalysesofthethreeexamples,wecansumupthatforeigntradeEnglish(FTE)hasthelanguagecharacteristic(LC)ofaccuracy.Besides,formalnessisanotherLCthatthemaximofqualitycanshowinFET.Comparedwithinformallanguage,formallanguageismorelikelytogivepeoplethirddimensionandtendstobemorebelievable.Formallanguageincludesformalwordsandformalsentences.Usually,formalwordsarethoseusedinwritingratherthanthoseusedinspeaking,dialectorslang.Forinstance,peopleseldomuse“tell”toexpressthemeaningsof“inform”,“notify”,“acknowledge”andsoon.Whileformalsentencesshouldmeetthefollowingtworequirements:
tomeettherequirementofthetypeofwriting;
toexpresstruemeaningcompletely[7].Tobespecific,theformerrequirementmeansthelanguageshouldbesimple,natural,superb,coincidentwiththestyleofwriting,whilethelatermeanstendingtouseinvolvedsentenceswhensimplesentencescannotexpressmeaningadequately.
e.g.4:
InreplytoyourletterofAugust10th,2003,weregrettosaythatweareunabletoentertainyourcounter-offerfor2000dozensetsofArtNo.208Ladies’pajamasat$23.00perdozensets.
e.g.5:
Weacknowledgereceiptofyourletterdatedthe3rdthismonthenclosingthesalescontractinduplicatebutwishtostatethataftergoingthroughthecontractwefindthatthepackingclauseinitisnotclearenough.
3.2TheMaximofQuantity
3.2.1Definition
(I)Makeyourcontributionasinformativeasrequired(forthecurrentpurposeoftheexchange).
(II)Donotmakeyourcontributionmoreinformativethanisrequired.
3.2.2ApplicationandtheLanguageCharacteristics
Themaximofquantitylimitswhatbusinesspersonnelshouldsayincommunicating——Makeyourcontributionasinformativeasrequired(forthecurrentpurposeoftheexchange).Businesslettersrequirebusinesspersonneltouseconciselanguagetosendintegratedinformationsoastoletther
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