This paper expounds the importance of cross-cultural context and related pragmatic principles in business English translation from the perspective of cross-cultural pragmatics, politeness principle and cooperation.

This paper analyzes examples of pragmatic failures in business English translation from two aspects: principles and principles. Finally, combined with the cross-cultural knowledge in the business field, this paper analyzes the causes of pragmatic failures and puts forward corresponding countermeasures.

Business English Translation from the Perspective of cross-cultural pragmatics

Abstract: This paper expounds the importance of cross-cultural context in cross-cultural communication from the perspective of cross-cultural pragmatics.

Business English translation and related pragmatic principles. At the same time, some examples of pragmatic failure are analyzed.

Business english translation and its causes. It finally puts forward some possible solutions.

Keywords: cross-cultural pragmatics; Business English L translation; pragmatic failure

1 Cross-cultural context and related pragmatic principles in business English translation

1. 1 Cross-cultural context in business English translation

Business English translation is a cross-cultural language communication when people engage in business activities.

Cultural language communication can not be separated from specific context. Generally speaking, context is language communication.

Dependent environment, including: (1) language context, that is, the topic in an article or speech.

Below. (2) The social environment in which people communicate, that is, the speaker uses language and obeys it.

People understand the objective environment of language. Such as business communication places, the bodies of both sides of business communication.

Shares, status and the relationship between them, as well as the business background of both parties. (3) communicate with both parties

Different cognitive environments, that is, different experiences, experiences, knowledge, etc. From another

From this perspective, context can also be divided into two parts: linguistic knowledge and supralinguistic knowledge. Cross-cultural genus

In addition to foreign knowledge, various factors in cross-cultural context may also affect both sides.

The expression and understanding of discourse is related to the success of communication. Although business English is

It is developed from general English, but many words and phrases are given in business English.

New meanings, to accurately grasp their meanings, we must put them in the right position.

Understand in context.

1.2 Relevant pragmatic principles

Cross-cultural context should be fully considered in the process of business English translation, and at the same time, attention should be paid to

The relevant pragmatic principle is mainly L-pawn L-appearance R ~ LJ (political principle) ~ N cooperation.

Principle (cooperative principle). Politeness principle is usually understood as the speaker.

Strategies adopted to promote or maintain harmonious relations between the two sides. Leach said

Different occasions need different manners. This shows that the principle of politeness lies in

The importance of reed in language use. Business English translation should give full consideration to business activities.

The two sides are equal in trade relations, and euphemistic and appropriate language is used in translation.

The principle of cooperation is that both sides cooperate with each other and the speakers take care of each other.

The desire for understanding and cooperation. Grice believes that cooperation has four main principles:

(1) qualitative standard. Try to realize what you said. This requires business English.

Translators should not exaggerate or express inadequately. They shouldn't cheat, but they should

Show what both parties want to express in business communication with a realistic attitude. (2) Quantification

Guidelines. What you said should include the trust and trust needed for the purpose of poultry communication. This requires business English.

In the process of translation, the interpreter expresses the information completely, so that both sides of business communication can

You can know each other's true meaning. (3) Relationship standard. Business English translation should

Be good at contacting the consequences of business activities, and properly combine relevant factors to be timely and accurate.

Effectively process the obtained information to promote the smooth progress of business activities. (4) mode

Quasi-ⅱ. The translation effect should be clear, obscure, political and concise.

Practice and avoid wordiness.

2 Analysis of cross-cultural pragmatic failure in business English translation

2. 1 Pragmatic Failure of Politeness Principle

Politeness is a symbol of human civilization and an important criterion of human social activities.

Business English translation requires translators to understand the different cultures contained in the two languages.

The host, on the other hand, can literally understand the polite attitude and attitude of the speaker in his speech.

Pragmatic meaning. We want to inform you that the goods you ordered will not be shipped until next week.

(1) We regret to tell you that we can't ship the goods.

You booked for next week.

We want to tell you that we will ship the goods.

You ordered next week.

These two sentences actually mean the same thing. The expression No is used in the sentence (1).

Regret ~ you can't emphasize what you can't do and make the other person feel uncomfortable.

Come on, it's against the principle of politeness. On the contrary, the sentence is awkward. ② Used to express affirmation and affirmation.

Meaningful words wish and w ⅲ emphasize what you can do. Although all the goods will be shipped next week.

Things are easily accepted because the speaker takes a positive attitude. Become a translator

Rejecting the other party's request or conveying disappointing information, out of courtesy, should begin with

Try to use positive words and avoid negative words. while

However. When expressing politeness in business English translation, we should also have a degree. Be polite or not more than ten.

Politeness is not desirable, depending on the specific context.

2.2 Pragmatic failure of cooperative principle

In the cross-cultural context, we should also pay special attention to the sources of cooperation in business English translation.

Then. Some Chinese with modifiers look natural and completely conform to the correction of Chinese, but this one

Translating modifiers into English will be counterproductive. If you visit a group or company, China will represent you.

The desk always likes to say "please give more valuable advice" to visitors. If this sentence is translated into:

(1) Please give L 1S your valuable comments.

Tourists will feel embarrassed and may think: How do I know?

Is there any value in my opinion? How do I know what my opinion is?

Is it precious? If you express your opinion on this occasion, it is not modest enough, which is equivalent to saying yes.

China Commerce and China Commerce &; trade

My opinion is very valuable, here it is .. (OK, this is mine.

Valuable advice). So in order to avoid suspicion, I simply don't mention any opinions. Actually, this sentence

Words can be translated into:

(2) We will appreciate your opinion.

It can be seen that this example violates the qualitative standard. Due to the lack of cross-cultural knowledge, the translator does not.

It can completely and truly reflect China's intention and cause misunderstanding by foreign parties.

Mistakes lead to communication errors.

In business English translation, the misuse of vague expressions will violate the cooperative principle.

Type standard. Although vague expression is sometimes necessary in business English translation, if

Using vague expressions when clear expressions are needed will cause ambiguity and ambiguity.

Misunderstanding. For example:

The glassware was shipped by sea yesterday.

Sub (3) has six ambiguities: First, the quantity is unclear. How many glassware have been shipped out?

Explain; Second, which goods are not accounted for, which order, which contract and which letter of credit are not accounted for.

Under the commodity; Third, the time of shipment is not clearly explained. If these are on the top

Context, then, the word "yesterday" is very inappropriate in business English.

It fits perfectly. Due to the time difference, our yesterday is probably not each other's yesterday. Should say

Specify the specific time of shipment. Such as "March 6, 2008"; Fourth, the mode of transportation is not clear.

"Sea transportation" only refers to ocean transportation, which was decided when signing the contract.

Come down, so this statement is meaningless. The specific name of the carrying vessel shall be indicated.

And voyage; Fifth, there is no specific port of shipment; Sixth, there is no indication of expected arrival.

Time of arrival at the port of destination. Sentence (3) can only let the other party know one message: the goods have been sent.

Luck. This is a serious violation of the standards of quantity and method in the principle of cooperation. So in business,

In translation, relevant information cannot be reduced or blurred.

3 Cross-cultural pragmatic failure causes and coping strategies

3. 1 Causes of Cross-cultural Pragmatic Failure

First of all, it is because of different cultural backgrounds. Language is accumulated in the process of long-term use.

Tired of a lot of idioms, they all contain rich cultural connotations, with

Strong national color. People who speak two languages have different living habits and concepts.

Ideas, religious beliefs, etc. Are vividly reflected in the language. For example, in an enterprise

In business activities, the Chinese side once said, "Establish a one-stop service center for foreign countries".

Investors provide examination and approval services ",which translates as" setting up a' one-stop' ".

The service center provides coordinated process services for the following personnel

Foreign investors are approved.

"Yi Long" will confuse foreigners, and "dragon" means evil in the west.

In China, things mean "good luck". If you don't understand this situation, it is easy to misunderstand.

Secondly, it is because of the differences in cognitive styles. People perceive and know the world around them.

There are differences in ways and angles. In a country and a huge social group

Department, this difference usually causes less barriers to understanding, but between different ethnic groups, as well.

Cognitive differences between groups with different language systems often cause obstacles in understanding.

Third, it is because of the different ways of thinking. Different ways of thinking determine language.

Due to the diversity of expressions, there are great differences in syntax between Chinese and English.

Don't. Therefore, when doing business English translation, we must make adjustments according to the habits of the target language.

The whole, arrangement and combination, thus expressing nature, making communication smooth, is also a participant.

Both sides of business activities are psychologically acceptable.

3.2 Coping Strategies from the Perspective of Pragmatics

First of all, translators should fully understand the cultural differences between China and the West, especially in the business field.

Cultural connotation and differences. Traditional translation pays attention to language and training attention.

Most efforts are focused on the training of translation skills such as vocabulary, phrases and sentences, but they are ignored.

Problems caused by cultural differences. A correct attitude should be viewed from a cultural perspective.

International trade, international business exploration

Translation, because translation itself is the communication between different cultures.

Secondly, translators should not only have a solid language foundation, but also have a certain professional level.

Professional knowledge. In translation, the translator should have a deep understanding of the connotation and similarity of business terms.

Close business content and process to avoid conceptual confusion and mistranslation.

Thirdly, translators should pay attention to the equivalence of translation effects. Famous American translation theorist

Nida once put forward the theory of equivalent translation, emphasizing that translation should be informative rather than formal.

Equivalent to. In the translation of business terms, the choice of words is particularly important, only the choice of words is correct.

It is true that translation can meet the professional requirements. Inaccurate choice of words will cause the loss of translation.

Trust will deviate from the principle of cooperation mentioned in the second part.

4 conclusion

Generally speaking, in business English translation, translators should consciously cultivate cross-cultural awareness.

Only in this way can pragmatic failures be reduced. Cross-cultural awareness is also a translator's judgment.

With the help of cross-cultural awareness, translators can improve their translation competitiveness.

Struggle makes translation conform to the characteristics of language social function, that is, accuracy.

(to be precise), etiquette and justice, culture. business affairs

Cross-cultural communication in English translation is solved through information source-coding-information transmission.

Code feedback and other links constitute a dynamic process of two-way information exchange. Here,

In this process, business information is encoded in one cultural background and in another.

Under the background of cultural decoding, the translator, as the carrier of cross-cultural awareness, is in the transmission of business information.

Communication plays a bridge role, therefore, translators must do business English translation well.

Understand the cross-cultural pragmatic meaning in the speaker's speech.