商务英语中语言的模糊性分析-以新编剑桥商务英语为例
模糊性是语言的本质属性，它存在于人类语言的各个方面。商务英语具有极强的目的性和社会性，所以长期以来人们在商务沟通中十分崇尚精确与清晰。然而，在实际运用和研究中发现，这种要求精确与清晰的语言中也存在着大量的模糊现象。因此，模糊语言学研究也进入了商务英语中。本文将以新编剑桥商务英语书为实例，研究书中商务广告、商务信函及商务文章中的模糊语言，并分析模糊语言在商务英语中的语用功能，以便商务人士更好地展开商务活动。
关键词  模糊语言，语用功能，剑桥商务英语

1 Introduction......1
2 Fuzziness of Language......3
2.1 The Definition of Fuzzy Language3
2.2 The Performance of Fuzzy Language in Business English4
3 Pragmatic Functions of Fuzzy Language in Business English..5
3.1 Politeness6
3.2 Accuracy.....6
3.3 Flexibility....7
3.4 Self-Protection8
4 Analysis of Fuzzy Language in New Cambridge Business English..8
4.1 Fuzzy Language in Business Advertisements9
4.2 Fuzzy Language in Business Correspondence10
4.3 Fuzzy language in Other Business Articles.11
Conclusion14
Acknowledgements.15
References...16

We know that a lot of things in the nature are not precisely defined. As the most convenient tool of human communication, language has a significant amount of fuzziness. We often come into contact with this kind of language in our daily communication. In pragmatics, scholars call the vague and ambiguous language phenomena as "Fuzzy Language ". It is widely existed in all aspects of human life. People often use fuzzy language deliberately in order to achieve some specific communicative purposes. Business competition is very fierce in contemporary world and business communication activities have become frequent increasingly. Business language which used in the real-life communication is the application of human language in business; therefore it also has these two properties “exact” and “fuzzy”. Business English requires precise and accurate expression, which means using fuzzy language can have effect on business communication accuracy and make the language more flexible and vivid. Meanwhile, the using of fuzzy language can demonstrate the preciseness and politeness of business language, enhancing the flexibility of business activities. So fuzzy language is used widely in business communication, and plays a more and more important role in our life. Communicators can express their thoughts and intentions more accurately by moderate use of fuzzy language, so that they can get a better and effective business communication.
In 1965, L.A. Zadeh put forward the concept of Fuzzy Sets. With the birth of Fuzzy Sets, it has provided a new studying perspective to linguistics and linguistic research work has stepped into a new stage. Up to now, many foreign and Chinese scholars have given much attention to this research field and have done a great deal to the study of fuzzy language. There are some works associated with fuzziness, such as Fuzzy Sets (Zadeh, 1965), A Note on Vagueness and Ambiguity (Lakoff, 1970), Hedges: A Study in Meaning Criteria and the Logic of Fuzzy Concepts (Lakoff, 1973), Vagueness (Williamson,1994), Vagueness and Approximation in Relevance Theory (Franken, 1997). Among these, Zadeh’s concept is a precedent. He introduced the concept of fuzzy set, a class with unclear boundaries. From this concept, he provided a basis for a qualitative approach to the analysis of complex systems in which linguistic rather than numeric variables are employed to describe system performance and behavior. His ideas in fuzzy maths are applied to the study of fuzzy language. According to Zadeh’s fuzzy sets, domestic scholar Wu Tieping (2001) wrote the book Fuzzy Linguistics, it opens up a wave of studying fuzzy language.
The study of fuzzy language in business English has not been comprehensively analyzed yet and has not aroused a common attention during people’s daily work and study. But actually fuzzy language is widely used and plays an important role in our daily life. As a new topic, how to conduct this study in business world will show a new perspective to the study of fuzzy language. In order to have better understand of the application of fuzzy language in business English, I will take a case study of New Cambridge Business English. This paper will analyze fuzziness in business English in order to help us obtain a deep understanding of this language phenomenon and get some effective language skills used in business.
In my paper, I will study the fuzzy language combined with predecessors’ researches. The paper is divided into four parts. The first part is the brief introduction of the research background, significance of the present study. Part two presents the definition of fuzzy language and the fuzzy language in business English. The third part introduces some pragmatic functions of fuzzy language in business English. The last part takes a case study on the New Cambridge Business English to research the fuzzy language in business advertisements, business correspondence and business articles. Finally, I concludes the entire study with the summary of significance of fuzzy language.
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