In the process of Business English learning, we need to pay attention to make efforts to master Western culture. If we want to handle the cultural aspects in Business English learning, we have to be good at thinking and enhancing cultural acquisition to avoid cultural conflicts in the communication process. So enhancing cultural cultural acquisition in Business English learning is necessary and urgent. This paper adopts two methods to finish the study. One is literature research. The other one is inductive method. Through the study, we may come to the conclusion that geography, custom, cognitive factors and body language would cause cultural difference in business English which needs the corresponding strategies to enhance cultural acquisition in Business English learning. The first strategy is to understand different cultural background thoroughly. The second strategy is to pay attention to cultural exchange in business English learning.
Key words: Business English learning; cultural acquisition; enhance; strategy
In the process of Business English learning, we need to pay attention to make efforts to master Western culture. By comparing Chinese and foreign cultural differences in language, we can summarize communication customs and characteristics of Western culture. If we want to handle the cultural aspects in Business English learning, we have to be good at thinking and enhancing cultural acquisition to avoid cultural conflicts in the communication process.
In business English learning, we have to understand these common sense, summarize and think abut cultural phenomena in business activities so as to continuously improve their business English communication. Business English is a special-purpose language, although from the perspective of essence, it is a language discipline, it is a discipline requiring social skill and focusing on the business environment, especially in cross-cultural business communication. Language and culture has a dialectical relationship, on the one hand, every language is a part of culture which is a form of cultural expression, its purpose is to reflect the culture; on the other hand, if we have more profound and detailed understanding about the country's culture, we would have more correct understandings about language and use the language accurately.
The various aspects of business English are related to the differences between Western and Chinese culture, if we ignore the problem in business, it is hard to conduct successful deals.
Because in specific international business dealings, people often unconsciously adopt the rules of native language,communicative habits, cultural background and way of thinking to express ideas resulting in misunderstandings and conflicts. Sometimes even this conflicts would directly lead to the failure of business. So enhancing cultural cultural acquisition in Business English learning is necessary and urgent.
This paper adopts two methods to finish the study. One is literature research. Literature research method mainly refers to the collection, identification, and sorting of literature，and through the study of literature to form scientific understanding of the facts. The other one is inductive method. Inductive method refers to conclude the strategy to enhance cultural acquisition in business English learning.
The paper can be divided into four parts. The first part will be the introduction. The second part introduces cultural difference in business English. The strategy to enhance cultural acquisition in business English learning will be introduced in the third part. The final part will be the conclusion.
II. Cultural difference in business English
Because different countries in the world are affected by factors such as geography and location, there is a big difference between them. In the process of reproduction and development of human, the geographic location, geographical environment of each nation's have had a very big impact on culture. For example, our country is located on the west coast of the Pacific Ocean which is often subject to be influenced the wind from east direction of the Pacific Ocean. Therefore east wind has always been considered as a beautiful, positive symbol in the history of our country. And for Britain, because it is on the east coast of the Atlantic which is influenced perennially by west winds from the Atlantic. Therefore, for the British, west wind is a symbol of beauty, and this is exactly the opposite of that in China. So we can realize that geographical factors make a big difference between Western and Chinese culture. It is inevitably there is a huge cultural difference in business English, which affects the business English translation.
There are many ethnic groups in the world, all nations have different customs due to historical differences. Therefore the accuracy of Business English translation is often affected. For example: In terms of the color, in our country blue was considered as a fresh and sunny symbol while in the the United States, blue is considered as a symbol of melancholy which shows the difference between the customs of business English translation accuracy will have a greater impact.
2.3 Cognitive factors
Historical factors, social factors, economic factors and other factors would make a big difference between in Chinese and foreigners on perception of things which led to many difficulties in carrying out business English translation. For example, in Chinese culture, the dragon is a a symbol of power which is a mascot; and for the Western countries, the dragon is a symbol of evil and suffering which is the image of evil. These differences in perception lead to the cultural differences at the same time.
2.4 Body language
The look in the eyes indicates respect in Western culture, but the look in the eyes indicates disrespect and impolite in China. So during foreign business negotiations, people avoiding eye contact often leads to the failure of negotiations. The main reason is to make the other side feel being distrust. So, in exchange, we should fully understand the body language of Western culture.
Simple actions can not be ignored. In Chinese culture, the nod is generally considered as agreement, but in some other countries, the nod indicates negative meaning. If you do not understand these culture, in the process of communication there is bound to be big misunderstandings. For example, in China and the United States, the gesture “OK” indicates the agreement in each other's views. But the gesture “OK” has said indecent meaning in Europe. When communicating with European customers, we must not use this gesture to prevent conflicts. Again lifting thumb means to praise in China, and this action indicates a thumbing a lift in New Zealand and some countries which is a big difference. Therefore, the application of body language of different culture, we should understand this kinf of language in different countries preventing problems in business English and culture.
Because there is a large population in of China, in exchange, we often do not care the communication with people standing close. But if we communicate with Germans, we should maintain a certain distance because the Germans like to communicate with distances. As for the work space, the foreign people used to enclosed work space, but in China, only when it is confidential, people would stay in enclosed work space.
III. The The strategy to enhance cultural acquisition in business English learning
3.1 Understand different cultural background thoroughly
Enhancing cultural acquisition in Business English learning plays an important role in conducting business activities. Business English and cultural issues have been reflected in all aspects of Business English learning. Whether it is daily transaction processing, some negotiation, conference and other important business occasions, there are a lot of established methods and means to deal cultural matters.
Since people of each country live in different background, people's ideas and thinking are different under the different life background. It can be seen, cultural difference is inevitable as well as objective. And therefore we have to know business English when working which calls for to make the necessary understanding of cultural differences between Chinese and Western cultures finding common ground. We can accumulate search-related knowledge during work and daily life before conducting the actual translation work. We should also be fully prepared, especially prepare for the information on life background, habits, customs, cultural background. The most important thing is to put respect for the other side in the first place.
3.2 Pay attention to cultural exchange in business English learning
In business dealings, one of the most important ways to enhance cultural acquisition is emotional communication and cultural exchange.
Before the formal business activities, we can make use of spare time to invite the other side to play together or have meals together which can better promote emotional communication between the two sides and it is an important way to establish a good business relationship. Whether buyers and sellers can deal the business successfully, bargaining table war of words is important, but hours of emotional communication can not be ignored. When we invite the other side, we must respect each other's cultural customs and the invitation must be sincere. As it is the informal communication, people do not need to be too cautious and the attitudes are easy-going and friendly.
When we conduct foreign exchanges and process daily business things, we have to pay attention to etiquette and courtesy of each other's culture and background which means we have to have a certain understanding about their culture. We should have warm reception for visiting customers, if we need to invite customers to have dinner, we should make reservations in advance considering the dinner place, eating habits according to the customer’s culture background. Because of different cultural backgrounds, such as philosophy and religious factors, their morals and values would be different.Chinese always often derogatory people to show their morality and respect as well as disgrace themselves which can be reflected obviously in the title,honorific,modest language.Thus if the potential impact of values are neglected in cross-cultural communication,it will cause communication barriers.
In Chinese culture,face mainly refers to a positive social values and social status of people matching with people.When one considers himself’s or someone else's face, the polite expression would become useful means. Chinese traditional culture refers to the personal needs do not go beyond the values conferred by society.Chinese thinking mode is different from English due tot cultural backgrounds. Western culture emphasizes equality orientation seeking the equality between people. Therefore they advocate to respect others regardless of the level of identity and they also do not allow others to infringe on their own rights. So whether it is superior to subordinate, the parents to the children, teachers to students,they must comply with the "principle of politeness" in the implementation of the mandatory language.They should use indirect, euphemistic language as much as possible reducing compulsive language in order to reduce the threats on others’ face.
This thesis is related to cultural acquisition in Business English learning. It probes into the cultural difference in business English and explores the translation strategies for cultural acquisition in Business English learning. Through the study, we may come to the conclusion that geography, custom, cognitive factors and body language would cause cultural difference in business English which needs the corresponding strategies to enhance cultural acquisition in Business English learning. The first strategy is to understand different cultural background thoroughly.We should also be fully prepared, especially prepare for the information on life background, habits, customs, cultural background. The most important thing is to put respect for the other side in the first place. The second strategy is to pay attention to cultural exchange in business English learning. Before the formal business activities, we can make use of spare time to invite the other side to play together or have meals together which can better promote emotional communication between the two sides and it is an important way to establish a good business relationship. Whether buyers and sellers can deal the business successfully, bargaining table war of words is important, but hours of emotional communication can not be ignored.
The present study is by no means comprehensive and perfect.
In the first place, due to the limit of time, it is impossible to conduct the analysis of all factors concerning the issue, hence the effectiveness may be reduced to some degree.
Secondly,objectivity and accuracy of the analysis may be affected by the author’s ideological orientation and limited academic ability.
In view of the above limitations, the author hopes that a more comprehensive analysis will be conducted to achieve higher validity.
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