1. The concept of Business EnglishThus Business English is obviously such English as is used in mercantile transactions. Business English is especially related to international trade. Many non-native English speakers study business English with the goal of doing business with English-speaking countries, or with companies located in non-native English-speaking areas which are still using English as shared second language or lingua franca.Teaching aim:After studying this course, the students may:1.obtain the key tips for making business relations;2.study the professional business language points;3.master key words and sentences in business contact, and makeconversations on inquiry,offer,counter-offer.Business English refers to the communication skills used in the workplace,and focuses on the language and skills needed for typical businesscommunication such as presentations, negotiations, meetings, small talk, socializing, correspondence, contract, writing, and so on.In conclusion, Business English refers to the English used in business correspondence and activities. To give it a more detailed definition, business English includes Ordinary Business English and Specialized Business English. The former covers various English books, magazines, newspapers and so on. Specialized Business English only includes documents, laws, regulations, letters, specialized theories and practice in business activities. Specialized Business English distinguishes from Ordinary Business English in some aspects.Group homework:Next week, every group must give one conversations based on the products of their group:Mr. Smith from a company in America comes to a Chinese trade company for the prices of their products. Mr. Liu is meeting with him. PLUS Mr. Liu gives their offer, and Mr. Smith makes a counter-offer.( A counter-offer is an indirect refusal of the original offer.)2. Features of Business EnglishBusiness English language is now widely used in the economy area. It is different from normal English language, which can be seen from lexical features, syntactic features and wording features. Based on these linguistic features, the translation methods of business English are different from normal ones. Here, some new translation techniques of business English will be introduced.2.1. Lexical Analysis of Business EnglishThe business English’s lexis is different from normal Eng lish’s lexis ,which can be seen from the following aspects.2.1.1. Use of AbbreviationsThe word ‘abbreviation’, strictly means a shortening or abridgment, commonly refers to a letter or a group of letters taken from a single word or phrase, and used for b revity’s sake, to represent that word or phrase.In business English, abbreviations are very often used to save space and time. This conforms to the conciseness characteristic of business English. However, when we use the abbreviations, we should know their meanings and know where they are appropriate. In business English, most abbreviations have the fixed meanings.1) International Trade TermsFOB (=free on board)CI F (=cost, insurance and freight)2) International Trade AbbreviationsF.A.Q (=fair average quality)3) Abbreviations and Simplified Words Commonly Used in Cables and TelexesPLS (=please)ASAP (=as soon as possible)4) Country CodesCN (=China)US (=United States)Abbreviations of business English have a special system in expression different from the one of daily English. If we flout the unique characteristics of business English abbreviations to render those frequently used abbreviations, it is impossible to serve successfully for the international trade.2.1.2. Use of CompoundsMany compounds are used in business English, which can be rarely seen in other written styles.Vacuum-packedEncouragement policyThereonWhereof2.1.3. Use of Formal WordsLet’s look at the following example first."This contract can only altered, amended or supplemented in accordance with documents signed and sealed by authorized representatives of both parties."Here, many formal words such as amend, supplement, documents, authorize, representatives are used.In business English, formal words are very often used to achieve a formal tone. Such examples are more often found in business contracts. For instance,1) The drawee is required to pay the bill a certain number of days after sight.‘Require’ is more formal than ‘need’.2) With regard to the payee, the drawer may use one of the following methods.‘With regard to’ is more formal than ‘about’.We may list more examples as follows:In the event of /ifFor the purpose of/forPrior to/beforeIn favor of/for/toSupplement/add toCertify/proveIn accordance with/by2.1.4. Use of Technique TermsBusiness English is closely related to the special field of knowledge. Therefore, there are a lot of technique terms in business English.In such a short dialogue, we can see many vocabularies of economy and trading, such as budget, debt, arbitration , investment, cash flow and so on. In order to completely understand this dialogue, we should first understand those technical terms. So, to learn business English, we should also learn the related knowledge.2.1.5. Use of Shoot and Simple VerbsMany business people feel that simple words are more impressive than those pompous ones. Readers may get lost in the maze of long words and often miss the meaning. So, shoot and simple verbs are often used in business English. For example,Prefer ‘approval’ to ‘approbation’Prefer ‘improve’ to ‘ameliorate’Prefer ‘consider’ to ‘give consideration to’2.2. Syntactic Features of Business English2.2.1. Sentence LengthGenerally, long and complicated sentences are more difficult for the reader to understand than shorter, simple ones. Long sentences can make business letters clumsy and difficult to read and thus hinder clear communication. While short ones are easy to organize and are comparatively casual and colloquial. Short sentences are often used in daily and unofficial business correspondence. For example,1）Pls quote as requested in our inquiry sheet your lowest price and state the earliest delivery date.3) Pls quote us CIF New York including 3%confirmation.2) We are ready to offer you 5% discount according to usual practice.However, it is different in legal business documents such as contracts. The official legal documents emphasize the logic line. We need to express clearly not only the key meaning but also the exceptions or less vital issues. Thus it is unavoidable for those documents to use long and complex sentences. For example,"By irrevocable, transferable, and divisible banker’s acceptance letter of credit to cover the total value of each monthly (or lot of) shipment as stipulated above, to be available by drafts, at…days sight, to reach the sellers within …days after receipt of the seller’s ad vice and to remain valid for negotiation in China until the 15th day after shipment."A translator should bear in mind the stylistic requirements of different styles and choose the most proper expression.2.2.3. Use of Strong Opening SentencesIn many business letters, we can see the sentences are always written strongly, going straight to the point and expressing the subject of the letter, instead of making some long-winded references to the correspondence received.Let’s compare the following examples.Version 1: Long and WeakTo give you a general idea of our products, we enclose a complete set of leaflets showing various products being handled by this corporation with detailed specifications and means of packing.Version 2: Concise and StrongWe enclose a complete set of leaflets for you to have a general idea of our products.From the above examples, we may notice that strong opening sentences are more straightforward and concise. Americans business people maintain that the spoken style used in business letters produces a friendlier atmosphere. Just like examples of version 2, the strong opening sentence bears colloquialcharacteristics, which are direct, short, and clear. This kind of opening sentences enables the readers to grasp the main purport of a letter within a short time.2.3. Wording Features of Business English2.3.1. Use of the Present TenseBusiness English often uses the present tense to emphasize an actual, principled and effective mode. Other tenses are used as necessary complementarities. For example,"If you have children, do make a point to buy a bottle for them. A bottle of 300 tablets will last a month, and it pays in every way to make an investment in health and body building. If you feel as we do that this is a fair and advantageous proposition, please simply fill out the enclosed order card and mail it in the postage-paid envelope provided."2.3.2. More Uses of the Active VoiceIn business English, the active voice is more often used than the passive voice. As the active voice emphasizes either ‘party’ involved in a business activity. For example,Although we are appreciative your trial order for 100dozen V ocuum Flasks, we regret that we are unable to consider your request for payment under D/A (DOCUMENTS AGAINST ACCEPTANCE)terms, the reason being that we generally ask for payment by letter of credit.2.3.3. More Uses of the Direct Way to Express MeaningLet’s compare two examples first.Version 1: Record your check-in and check-out times at the office.Version 2: Your check-in and check-out times are to be recorded at the office.From the above two sentences, we can see that version 1 is more direct than version 2 but have the same effect to express the meaning.2.3.4. Use of Courteous ToneI’ve pointed in the prior part that one of the most important functions of business English is communication. As for communication, people should pay attention to the politeness. Especially, in business letters’ writing, courteous tone is always adopted. Following examples will prove it well."We are very much pleased to advise you that we have dispatched by s.s “Brisbane” to Accra the go ods under the captioned S/C, and trust that the shipment will prove to be satisfactory to you."It is a part of a business letter. We can see many verbs and phrases show the courteous tone, such as advice, appreciate, sincerely hope, and be pleased to and so on.3. Translation Techniques of Business English3.1. Definition of TranslationTranslation is a means by which communication is possible between nations using different languages. Communication among different nations is increasing day by day and the role of it is becoming even more important. Let’s look at two definitions of translation:Catford: “Translation may be defined as follows: the replacement of textual material in one language (SL) by equivalent textual material in another language (TL).”N ida: “Translation consists in the reproduction in the receptor language of the message of the source language understood the original message.Translation is defined from different angles. Some focuses on nature, while others may focus on equivalence or something else. At least, translation involves two languages and requires a wide range of knowledge. Translation is the faithful representation in one language of the thought content, feeling and style relating to another language. This situation requires a large number of translators to improve their professional skills so as to have better versions and to meet the needs of increasing communication.3.2. Business Translation at PresentWith the deepening of globalization of the world economy, international business intercourse has been in a much more frequent trend. English has been involved in various fields in commercial activities, such as the technology transfer, foreign trade, the introduction of foreign investment, international financing, transnational tourism and international transportation, are wholly called business English. English has become an indispensable linguistic communication means in the world economic field. And it is reported in statistics that nearly 90% of those who use English as their first language or second language approach daily with business English.As a tool in cross-national commercial affairs exchange, business English has been encountering a conflict in translation between the supply and demand. On one hand, translators in all lines have all their hands full and busy because of the gradual expansion of international exchange and cooperation and more onerous tasks involved in C-E or E-C business translation; on the other hand, by means of some modern media, such as e-commerce and internet, used in international business relation, translators are requested to provide quickly and correctly with commercial messages of high quality, much less time to make a serious consideration of wording. Under such a condition, translators are required to improve their speed and quality of translation through conversance with commercial knowledge and proficient skills in business translation.3.3. Standards for Business English TranslationAs to the criteria of translation, what we should first mention is Yan Fu’s three-character standard, namely, faithfulness, expressiveness and elegance, which has exercised great flounce on our translation work since it was founded 100 years ago.To some extent, Yan Fu’s standard can be neither wholly a pplied to business translation.As we all know, in some aspects, business translation is much more difficult than literary translation. Because, besides linguistic competence andtranslation techniques, the translators have to master commercial knowledge and understand the linguistic characteristics and expression styles in various fields of business English. Though Yan Fu’s translation standard is suitable for literary translation, it does not surely meet the needs in business translation. Commercial English rendering requires translators to transfer completely the messages through the professional business English. “Faithfulness” is the p rerequisite in standardized business English, whereas “conciseness”, “elegance” and “accuracy” are relative to the rea ders. Please look at the following translation.Original text: We acknowledge receipt of your enquiry of August 2, asking us to make you a firm offer for 500 dozen Tiantan Brand men’s silk shirts in various sizes and colors, for September shipment to Odense.We can see that translators should not only understand the original language, but also should know the author’s thought and his expression features. Translators have to be good at distinguishing and representing these features, maintaining the distinct characters of the translating work.3.4. Translation Techniques of Business English3.4.1. Identifying the Basic Meaning and Extended MeaningIn business English, one kind of words will change their basic meaning to extend meaning when used in different contexts. In such a situation, translators should deal with them flexibly.In business English, the basic meaning of community is a group of people living together and/or united by interests, religion, and nationality. In above examples, the basic meanings of community do not change. But the translations of it are different. For example,"China, which posted its highest growth rate in a decade, is Asia’s new star performer."We are familiar with “star”, which means “famous or brilliant singer, performer, s portsman, etc.” Here, “star performer” extends its basic meaning to “the excellent developing country.”3.4.2. Identifying the Normal Meaning and Technical MeaningNo matter we do C-E or E-C translation, we can’t just find the word from a dictionary. We should identify its technical meaning based on business English features. In business English, many words have their special meanings. For example,1) Our company is ready to foot the bill.2) They missed the last bus, and had to fool it.As a noun, f oot means “lowest part of the leg, below the ankle”. As a verb, it means “walk”. But in business English, it means “pay somebody for something”.4. ConclusionWith the deepening of globalization of the world economy, business English has been an indispensable linguistic communication tool. Having a good knowledge of business English is real important for us. So, we should be familiar with the linguistic features of business English firstly. Then, we can use the translation techniques to do translations well.From the above parts, we can see that business English is characterized by its lexis, syntax and words. The characteristics should be fully understood and exercised to the translation of business English flexibly.。
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