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商务英语谈判中隐喻的使用研究

时间:2023-04-20 来源:未知 编辑:-1 阅读:
RESEARCH ON THE USE OF METAPHOR IN BUSINESS ENGLISH NEGOTIATION
 
ABSTRACT
 
With the continuous development of China's opening to the outside world, more and more foreign companies are investing in China to find opportunities for cooperation. When negotiating with foreign businessmen, sometimes we find it difficult to understand some of the other's spoken expressions. If the literal meaning is understood, the negotiating opponent can be grasped well. The reason is that on the one hand, due to the differences in cultural background, we can't understand some of the other's words. In business English speaking, a lot of metaphors can be found. If you can not catch the meanings of them, you will have difficulties in understanding the meanings.
Metaphors are very common in English. It is almost impossible for English-speaking people to use words or phrases with metaphorical meanings in business negotiation discussions. Understanding the metaphorical meaning of English vocabulary can greatly improve the ability to accurately understand the true meaning of business negotiation opponents' discourse, which increases the chances of successful negotiations. This article will explore the use of metaphors and their understanding mechanisms in business negotiations through concrete examples. Based on reviews of the other experts, this research is conducted to analyze the usage of the metaphors in business negotiations in English.
 
Keywords: business English; negotiation; use of metaphor

 
商务英语谈判中隐喻的使用研究
 
摘     要
 
中国的对外开放不断发展,越来越多的外国人看到中国的商机,随之来中国期望得到商业合作机会。在和对外进行商业合作的过程中,有时候会发现英语口语表达比较难理解。这源于英语的概念隐喻出现得比较多,比较难理解对方的真实意图。对于概念隐喻的不理解,一个原因是文化背景的差异,另一个原因是大量隐喻的理解差异。
隐喻在商业英语中到处可见。很多商业人士在商务谈判中经常用到隐喻。无论是单词还是短语中的隐喻,对他们的理解能够大大提高商务谈判的效果。只有真正能够领会到概念隐喻的真实意义,才能够提高谈判的成功率。本文采用分析法来分析商务谈判的概念隐喻的用法。
 
关键词:商务英语;谈判;隐喻的使用

 
Contents
 
1. Introduction.............................................................................................................. 1
1.1 Research Background....................................................................................... 1
1.2 Necessity of This Thesis................................................................................... 1
2. Literature Review.................................................................................................... 2
2.1 Former Study on Metaphor.............................................................................. 2
2.1.1 The Study of Metaphor in china................................................................ 2
2.1.2The Study of Metaphor Abroad................................................................. 3
2.2Former Study on Business Negotiation............................................................. 4
3.Theoretical Background........................................................................................... 5
3.1 Working Mechanism of Conceptual Metaphor................................................. 5
3.2 Typical Metaphor Types in Business Negotiation Discourse and Their Explanations  6
3.2.1 War Metaphors.......................................................................................... 6
3.2.2 Food Metaphors......................................................................................... 7
3.2.3 Person Metaphors...................................................................................... 8
4. Analysis of Metaphor Usage in Business Negotiation........................................... 9
4.1 Strengthening the Effect of Being Cooperation............................................... 9
4.2 Ensuring the Effect of Being Polite................................................................. 9
4.3 Realizing the Effect of Saving Face............................................................... 10
5. Conclusion.............................................................................................................. 12
Bibliography............................................................................................................... 12
Acknowledgments...................................................................................................... 14
 

1. Introduction

   Metaphor is one of the most common linguistic phenomena in English. Metaphor plays a negative and positive role in business negotiation. How to apply metaphor correctly to business English negotiation is a problem worthy of attention. In this part, the research background, necessity of this thesis and the structure of the thesis are presented.
1.1Research Background
China is now fully advocating the “Belt and Road” economic construction. The pattern of foreign trade has been opened in all directions, and various international trade activities have been carried out more and more frequently. This has put forward higher requirements for cross-cultural business negotiation capabilities. The key to negotiation is the use and grasp of language. The negotiating parties need to observe each other's ideas from the other's language, determine the negotiation strategy, and formulate corresponding skills according to the strategy, to win the negotiation and even achieve a win-win situation. Metaphor is the most common language phenomenon in English. Metaphors can be seen everywhere in business English negotiations. The effect of metaphor use is related to the smoothness of business negotiations. Therefore, in the activities of foreign trade, when conducting business negotiations and communication with the other party in English, there will inevitably be many metaphors in the communication. If you can't understand the metaphors in words and sentences well, you can't understand the true meaning of the other party. Even if you understand the metaphor, if you can't use it properly in the negotiations, it will also make the negotiation unimpeded and unable to achieve the desired effect.
There is less discussion on the special research on this issue in the academic world, and the analysis of the use of business negotiation metaphor is far from enough. This topic mainly focuses on the metaphor in the discourse of business English negotiation. On the basis of expounding the working mechanism of metaphor, it analyzes the specific role of metaphor in business negotiation and discusses how to apply metaphor correctly in business English negotiation.
1.2 Necessity of This Thesis
In the real world, the more abstract the concept, the more people need to use metaphor to understand and visualize it. The key to negotiation is the use and grasp of language. The negotiating parties need to observe each other's ideas from the other's language, determine the negotiation strategy, and formulate corresponding skills according to the strategy, to win the negotiation and even achieve a win-win situation. Business negotiation is one of the important links in the field of business activities, and metaphorical application is indispensable. The research through this topic will help more negotiators to understand, learn and master the meaning and use of metaphors in business negotiations, which will help negotiators improve their ability and respond to differences in cross-cultural negotiations.
1.3Structure of the Thesis
This paper will analyze the function and use of the metaphorical mechanism of economical texts in English for business purposes, study the use value and significance of the special functions of economic business English, and study the economic metaphorical effects of English in different business uses through metaphors. There is a general understanding of the actual processing of economic texts, and the application of functional methods in accordance with its actual metaphor mechanism. The article is divided into five chapters. The first chapter mainly writes the research significance and purpose. The second chapter mainly writes the current research status at home and abroad. The third chapter mainly writes the theoretical background. The fourth chapter writes the metaphor usage analysis in business negotiation. Chapter 5 concludes.

2. Literature Review

   Metaphor is widely used in daily life and gradually penetrates into the field of business activities. It has been solidified in long-term use and become a common term used by people engaged in business activities. In this field of metaphor in business English many experts have put forward their opinions.
2.1 Former Study on Metaphor
   Form the internet, it can be found, there are some experts at home and abroad who have attached importance to the study of metaphor in business English.
2.1.1 The Study of Metaphor in China.
Liu Yuan(2011) believes in the translation of business English pragmatic metaphor that metaphor can be divided into three different levels: vocabulary, grammar and pragmatics. From the perspective of pragmatics, metaphor can be divided into euphemistic pragmatic metaphor and blame pragmatic metaphor. There are many metaphors in business English practice, in which the number of blame-like pragmatic metaphors is far greater than the number of euphemistic pragmatic metaphors. When translating, pay attention to different treatments according to different pragmatic metaphorical environments.
Wang Jingjie(2018) believes that business as a special-purpose English has a highly metaphorical language. Metaphor is not only a rhetorical method, but also a way of thinking. Teachers should cultivate students' metaphorical ability through metaphorical thinking, context and culture in business English teaching, and reduce pragmatic failures in intercultural communication.
 Sun Qiyao(2012) discusses conceptual metaphor as a unique language skill, which exists widely in various activities in the business field. Based on the concept metaphor theory in cognitive linguistics, through the analysis of common conceptual metaphors in business English, I hope to help business English learners.
Wang Yingjie discussed in the Metaphor of Business English Negotiation Strategy that there are many metaphors in business negotiation. Metaphor as a cognitive mechanism is the reflection and embodiment of thinking. Based on conceptual metaphor theory, this paper explores the negotiation strategies reflected in metaphors in negotiation based on the analysis of war metaphor, architectural metaphor and poker metaphor, thus achieving the purpose of negotiation.
2.1.2 The Study of Metaphor Abroad
 Schneider,A.(2006) said that : The paper by Solomon and Corbitt is regarded by many psychologists as the most successful attempt so far of providing a general theory capable of explaining both psychological addiction and some people's acquired taste for exposing themselves to extreme danger. Apart from the omission of two somewhat technical sections, in which the authors relate their hypothesis to Pavlovian conditioning, the paper is reprinted in full. It is the first of a series of articles: the one which presents the hypothesis and gives an overview of its applications. The subsequent articles contain accounts of experiments designed to test the hypothesis. The behavioral hypothesis is clearly one the postulate of consumer rationality cannot very well explain. Addiction, like externalities and non-convexities, is one of those awkward exceptions that do not fit into the economist's standard models. We might, perhaps, be excused for ignoring it, if addiction were confined to a few chemical substances and due to physiological causes; but there is a growing suspicion of its being a much more general phenomenon.
2.2 Former Study on Business Negotiation
   Velasco-sacristan, M(2004) believes that applying metaphor research to language teaching is one of the important topics in metaphor research. Foreign scholars have initially constructed metaphorical analog sets to explain the process of metaphor and abstract thinking, and to study its relationship with literacy, vocabulary teaching, language learning for young people and foreign language teaching. Many scholars in China have also made great contributions to the application of metaphor theory to guide English teaching, but most of them study from the perspective of discourse. Based on the previous studies, this paper analyzes the common conceptual metaphors in English business negotiation conversations from the perspective of conceptual metaphor of cognitive linguistics and an example of a business negotiation conversation. In the English business negotiation session, there are often some professional terms related to business negotiation. For the English-speaking people, these professional terms are solidified by long-term use. People don’t think it is a metaphor, but the daily language of people engaged in business negotiation activities... However, for Chinese students, these terms are abstract, boring, and difficult to understand. They can only be memorized and easily forgotten. In actual business negotiations, they are also difficult to use, resulting in students not being able to use authentic English for business negotiations. With the continuous development of ASEAN international trade and the “Belt and Road”, the demand for talents who are skilled in applying English for trade and business negotiations is increasing. Therefore, this paper proposes the rational use of metaphor theory for business English teaching, helps students to deepen their understanding and memory of some professional terminology, cultivate students' ability to use inferiority and use conceptual metaphor to understand unspoken English business terminology, and finally become external English talent in trade and business negotiations.

3.Theoretical Background

On the basis of expounding the working mechanism of metaphor, this part analyzes the background of negative and positive effects of metaphor in business negotiation and shows the ideas discussed on how to correctly apply metaphor in business English negotiation.
3.1 Working Mechanism of Conceptual Metaphor
Metaphor is the commonality between two things or phenomena in which people make use of function, shape, etc of a familiar thing or phenomenon to get to another thing or phenomenon in order to improve their understanding and cognitive ability of new things or phenomena. It is based on psychological connections.
(1) Help people understand new concepts and things
   As an language rhetoric, metaphor can help people understand concepts in the process of business English communication. Everyone has different time and space, so it is impossible to understand all new concepts. At this time, metaphor is needed. Come as a bridge to help people understand concepts. For example, when we talk about a product, we talk about the product life cycle. In our consciousness, the life cycle is the meaning of the life cycle. When we change the subject to product, it will naturally produce a kind of product. A cycle of production and demise will make the understanding of this new concept even more profound.
(2) The language is simple and vivid
    The application of metaphor in business English is highly generalized. We can use metaphor to replace many vocabularies in the process of expression, and the expression will be clearer. For example, when we describe the stock market, if we use share bubble, it is like a bubble to be able to clearly express the stock market. If we do not use the word bubble, we may need to use more words to describe the stock market.
In some business communication, the application metaphor can also make the other party feel the cultural cultivation of the speaker, making it easy for the listener to think about the problem along the speaker's mind, which is very beneficial for the business communication. Business negotiation is an economic interest relationship. When there are differences in economic interests, you can use the words mend these fences in mutual communication. From the fences, the other party can understand that the two sides need to make concessions on the price. Cooperation can continue, so that metaphors are used to subtly express their own meanings. At the same time, they are not hurtful to both sides.
3.2 Typical Metaphor Types in Business Negotiation Discourse and Their Explanations
3.2.1 War Metaphors
In the English business negotiation, the concept metaphor NEGOCIATION IS WAR (negotiation is war) often appears. People use this series of war-related words in the concept system to understand the negotiation between the two sides. Negotiations such as battlefields, loss, win, offense, defense, and confrontation and concessions, such as "failure and lose (win); win (win), attack (attack), guard (defense), conflict interests (conflict interests) ),offend (infringement), stalemate (confrontation), concession (concession), right on the Larger (right target), etc..
Examples 1. My instructions are to negotiate hard on this deal--but I try very hard to reach some middle ground (The above instructions I want to talk about this business tough - but I always wanted to reach a compromise.)
Example 2. We suggest a compromise-10%. (We recommend a 10% discount.) 3 Your agent has only been able to Target the Taipei market. (Your agent can only target Taipei as a target market.). Shoot. I'd be happy to answer any questions you may have. (I am very happy to answer any questions question.)
   In the English business negotiation session, the three stages of the beginning, middle and contract of the negotiation are sometimes accompanied by a Chinese narration to remind the students of the process of negotiation and the psychology of the characters. The narration description also implies the concept of Negotiation is war. Metaphor, for example, "Robert Liu feels that the big man's rough appearance, hiding the mind of the rabbit - he must be the veteran of the battlefield, he must not be taken lightly; what is his trick from the kit?" The commonality that the conceptual metaphor show show the universality of human cognition to people. Teachers can compare them and deepen students' understanding of the use of war-related words in English negotiation as negotiating terms. in.
3.2.2 Sports Metaphors
Sports, as a way of recreation in human life is essential. People's familiarity with sports determines that when expressing abstract concepts, they are often expressed in sports language that is familiar in everyday life. For example, one of the most popular games for the British people is hunting, and the hunter "hunter" is used to mean "job seekers." In English, the linguistic expression from the life metaphor of Life is a gambling game is many sub-concepts, such as Negotiation is sports, as shown below.
Example 1, I'd like Lo gel the ball rolling by talking about prices.
Example 2, If you're asking us Lo Lake such a large gamble for just two year's sales.
Example 3, I'm sorry, but you're not in our ballpark.
    Many games and sports have rules of the game that must be followed, so the rules and competitive nature of the game will be projected into the destination or negotiation activities as the source domain. For example, in 1, "get the ball rolling" is the meaning of "let the ball roll." In a football match, it is customary for a player to kick the ball and pass the ball to his teammates to start a game. Therefore, this "rolling the ball" action is extended to the meaning of "starting an activity." The meaning of "gamble" as "adventure" in 2 is related to the great risk of gambling games. Another example is that the "ballpark" literally means "court" and "not in our ballpark" means that it is not in the range of the court and is beyond the limit. Therefore, it is "unacceptable".
3.2.3 Building Metaphors
Business activities are buildings. People build houses to shelter from the rain, store food, and the functions of the house itself and its components and houses are used to understand the abstract target domain. There are English business negotiations. Business acclivities are buildings, and people often use “Let's build a solid foundation on our business cooperation” to express hope for a firm partnership.       
Example 1, We're already well-established in the medical products business. Our medical device business is mature.)
Example 2, We propose a structured deal. The whole house is the transaction itself, the firmness of the house is the firmness of the transaction, and the floor of the house can be used to express the transaction. For each stage, for example, "We'd be willing to construct a commitment. /He's in ruins financially."
3.2.4 Food Metaphors
Based on their own physical experience, human beings usually express strange abstract concepts such as behaviors, thoughts and feelings with reference to their well-known and specific concepts, and regard intangibles as tangible, possessive objects. For example, when people in English-speaking countries understand abstract business negotiation activities, they often use the container metaphor, which is "Negotiation is container".
    Example 1, 100% is beyond my negotiating limit.
Example 2, Let me run through this again.
Example 3, We could extend the contract and increase our yearly purchase.
    Container metaphors treat intangible objects that are not containers to have boundaries (egg 1, 0, 3, can enter, and can come out (egg, 2, quantifiable tangible containers (such as weight the pros and cons), etc. Containers can be picked up and put down. Therefore, there is also an expression such as "place such large orders".
There are some special expressions in business English negotiations, such as "shed some light on (the disclosure of the size of your orders). The reason why shed some light can express "disclosure" is because there is a conceptual metaphor of seeing is perception in English. It is easy to understand the usage of this phrase from the student's most familiar phrase '`I see.’ means "I understand."
3.2.5 Person Metaphors
In the process of understanding the world, people understand the abstract concepts with reference to the spatial orientation words such as “up-down, front-back, deep-shallow, center-edge” and form a series of spatial conceptual metaphors. In English business negotiation, spatial conceptual metaphors can be seen everywhere, mainly involving the use of "in, over, up, down, and further" in English, such as "over a six-month period". Non-space domain time); costs go down/sales go up (space up, down to the number of non-space domains); discos this further (space distance from the project to the state of development). Let students understand a few basic spatial conceptual metaphors such as "more is up"; less is down; less is down; bad is down; bad is down B), etc., to strengthen students' understanding of spatial metaphors and improve their ability to reasonably guess their meaning when they encounter other spatial metaphors that they do not understand. details as follows.
Example 1, They'll turn it down flat.
Example 2, So we'd like to set up a technology transfer agreement, to help us get off the ground.

4. Analysis of Metaphor Usage in Business Negotiation

In fact, it is far from enough to have a certain understanding ability of metaphor in business English negotiation. We must also learn how to use them concretely. In business English negotiation, metaphors are not always positive, but sometimes negative.
4.1 Strengthening the Effect of Being Cooperation
    Another of the biggest positive effects of metaphor is that when negotiating with the other person, intentionally or not, running-in, building bridges related association expression, metaphor can make a lot of unwarranted suspicion melted in an instant, making the deadlocked issue negotiable.
    Example 1, I want to build a bridge to communicate.
The word "bridge" here is obviously a metaphor for your willingness to be equal to good  willingness of communication and cooperation.
4.2 Ensuring the Effect of Being Polite
In the initial stage, the negotiating parties tried to make a good impression on the other side to achieve the negotiation, so that the negotiation will be carried out smoothly. Therefore, at this stage, the parties will use more polite expressions. The use of responsible modality metaphors can help negotiators achieve such communicative purposes. At this stage, the sellers try their best to promote their products to attract the buyer's interest. The sellers mainly persuade them. Therefore, they use polite and friendly language and reflect the sincerity of the negotiators.
     The following is a business negotiation dialogue. Mr. Wang is a manager from a Chinese raw material production company. He is negotiating with a manager of a British company. The content of the negotiations is that China's production materials company wants to transfer technology to a British company.
Conversation 1
    A: Hello, Mr. Wang. It' s a great pleasure to see you again so soon.
    W: Pleased to see you again, too, Mr. Andrews. I'm glad we could start a more detailed discussion of the project now.
    A:  We really appreciate your cooperation and personal visit to here to discuss the project with us.
    W: I believe a face-to-face talk will make it easier for us to exchange views and thus quicken the process of our negotiations.
    A: I can’t agree with you more.
    W: Mr. Andrews, since the technical people have almost finished their discussions, we'll deal with the commercial part today. I believe you have studied the proposal we sent you on March 1.
    A: Yes. Thank you very much for sending us the proposal. We hope it can reach an agreement. But I think there are still some points that need to be discussed.
    In the dialogue, all underlined sentences are responsible modal metaphors. We can see that these responsible modal metaphors are expressed in a clear subjective form. Among them, the responsible modality metaphor used by the seller Mr. Wang is obviously more than the buyer Mr. Andrew. The seller Mr. Wang used the phrase “I'm glad” to start the negotiation dialogue, highlighting the views and attitudes of the speaker's active cooperation, reflecting the politeness of the speaker's words, and reflecting the sender's sincerity in cooperation. The opening remarks are conducive to creating a harmonious atmosphere for the two sides in the negotiations. Mr. Wang then used the responsibility modal metaphor “I believe”. What kind of interpersonal meaning does the speaker want to express? We know that Mr. Wang is a seller in this economic activity and he wants to transfer his technology to the other party. To persuade Mr. Andrew to successfully carry out economic cooperation with him, Mr. Wang must choose a polite, friendly and friendly language to express the sincerity of cooperation. And "I believe" can express the speaker's positive attitude towards the transaction, shorten the distance between the two parties, and draw closer to the relationship between the two parties.
4.3 Realizing the Effect of Saving Face
The bargaining is in the important stage of negotiation. In a sense, it determines the success or failure of business negotiations. At this stage, a series of matters related to the transaction need to be discussed, but the core issue is the price, most of the time the two sides negotiate around the price. This phase is the most complex compared to the other two phases, so how to use the language strategically to achieve the success of the negotiations is crucial for the negotiator.
Conversation 2
    B: It would be our expectation that during the six-week period, between three and four million people would visit the Blossom’s stores.
    A: That' s very interesting. On our part we will supply you with all the goods and supporting materials you need for displaying purposes.
    B: We expect to purchase merchandise direct from China. However, since Blossom' s is a store rather than an importer, we need understanding of the corporations in China that we cannot purchase in the same quantity as an importer.
     A: That' s perfectly understood. We believe it will be appropriate to organize some major support events to support the promotional actives, to which VIPs and guests can be invited.
    B: It is our expectation that key political, social and well-known American and international celebrities will attend these events, there is generating significant publicity and creating greater interest in China.
    A: As far as the participation is the Chinese side is concerned, what would you like us to do to help?
    B: It is important that our buyers, merchandise managers, fashion coordinators and vice presidents receive all possible cooperation.
    A: That' s for sure. We promise you can have our full cooperation.
B: It is most important that delivery dates be adhered to both for samples and final shipments. if there is any delay, we should be notified directly.
    Through analysis, we found that in this dialogue, B uses clear and objective expressions, while A uses clear and subjective expressions. The responsibility modality metaphor used by B mainly has two types of sentences: "It is our expectation that" and "It is important that". The first sentence we can convert it into "we expect that". However, the transformed approach expresses a stronger expectation that if the negotiator uses this sentence, then the other party will feel a pressure. In this conversation, B just wants to express his or her expectations to the other party, not the requirements. Therefore, a clear and objective expression can more accurately express the intent of the speaker. "It is important that" emphasizes the importance of the content of the discourse, and the speaker uses this sentence to attract the attention of the other party. If the original sentence is converted to "...delivery dates should be adhered to both for samples and final shipments", although the two sentences express the same meaning, they have different interpersonal meanings. Let’s look at the expression of Negotiator A. from this conversation, it can be found that A wants to sell out his products. He tried to persuade B to trade with him. His social status is relatively low. Therefore, he speaks in more gentle, polite voice. He uses two high-value modal words to express, "we believe," and "we promise". Through the expression of high-value modality, the speaker shows the determination to cooperate with the other party and shortens the psychological distance between the two parties.
     From a cultural background, two people are deeply influenced by different cultural backgrounds. A is Chinese and B is American. A is deeply influenced by Chinese traditional cultural thoughts and is more accustomed to using clear and subjective expressions. B is influenced by the American cultural value system and prefers to express modal meaning with a clear objective orientation. This is because individuals are more valued in American culture. In this cultural context, people pay less attention to the feelings of others, but more emphasis on personal feelings and self-awareness. Therefore, people under the influence of this cultural background are different from those under the influence of collectivism. They believe that everyone has equal power and status. Therefore, they will not adopt different expressions because of the change of social roles.
5. Conclusion
Cognitive linguistics breaks the traditional concept of using metaphor as a rhetorical method. To sum up, it is crucial to master the specific use of metaphor in business English negotiation. We should make use of the positive role of metaphor as much as possible. By using metaphorical words and sentences such as repairing and building Bridges, we can not only ease the tense atmosphere, but also express our good intention to cooperate and communicate with each other. At the same time, the good usage of metaphor can help to avoid some negative metaphors.
 
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