商务语篇翻译的语用视角
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摘要
虽然人类语言存在共性，但人类语言根植于文化之中，不同文化环境的人对大自然和社会的认识深浅程度不一，角度也不相同，伴随着人类历史文化的发展形成了自己独特的表意方式和系统。不同语言的使用者使用语言时都有自身的某种意图，不过他们可能也可以使用本语言独特的语言手段或表现形式来表达相同的意图。因此，译者应关注原文所使用的环境，参与交际者的身份，原文所反映的社会文化因素来揣摩出原文作者的意图，把握话语的主要功能或语用意义。
翻译也是一种交际，为了在特定时间内信息传递的有效性，译者只是从原文中提取其认为符合译文交际功能的信息，而非仅仅文字表面的信息。要使跨语言、跨文化交际获得成功，译者必须深知两种语言各自特殊的表达习惯和表达方式，立足于功能意义的分析，摆脱原文结构的局限，不死搬原文的字面意义，进行语义增词或减词，以及结构的调整或形象的转换，以期达到与原文相同的交际效果。
语用等值或交际效果等值并不排除直译，只要两种转换间语言文化差别较小，语言结构思维逻辑顺序基础相同。直译也可以达到语用等值，语用等值并不是判断翻译质量的唯一标准，而是判断翻译是否达到其交际目的的一个重要视角。
加入WTO后，全球化浪潮正把越来越多的中国人席卷进去。中国正逐渐变成地球村的一部分。商务翻译是全球商务活动的磨合剂，为商务人士的顺利沟通提供了可能，促成了一笔笔交易。商务翻译不仅仅是传达原文字面信息，还要考虑到它的文本功能、社会蕴涵意义、易于令读者理解的语言结构、对当地文化适应性，才能实现有效的商务沟通成功达成交易。现在中外的跨国公司都推行的全球化下的本地化策略，商务翻译也应该适应这一趋势，重视译文的交际功能，实现与原文的语用对等。这与文学翻译为了读者介绍异国文化而采取显化翻译有很大不同。由于翻译目的不同，所以不能比较两种方法的优劣，而只能说它们是否达到各自的翻译目的来衡量翻译是否成功。目前关于文学翻译的研究长篇累牍汗牛充栋，而商务语篇翻译则没有得到应有的重视，特别是从语言学的角度研究商务语篇翻译，少之又少，笔者希望本文能为在这方面的研究做出点启示和贡献。
广西大学硕士学位论文
语用学是考虑到语言使用者和语言使用环境的研究语言实际使用的学科。而商务翻译
注重实际语用功能和交际效果，不同于文学翻译注重美的再创造。所以语用学研究对
商务翻译势必有很大的启示和价值。本文把语用学研究的一些成果应用到商务语篇翻
译实践当中，高屋建领，在跨文化交际语境下以翻译是否实现语用对等，达到交际目
的为标准，有助于终结传统翻译理论关于诸如归化与异化、直译与意译、显化与隐化
等旷日持久的争论，使商务翻译真正成为全球商务往来的融合剂，保证跨文化语境下
商务活动的顺利进行。第一部分介绍语用学的研究内容、发展历史以及对翻译实践的
指导作用。第二部分探讨中英文指示语的差别，如何在具体语境下处理好商务语篇中
的指示语翻译;第三部分讨论原文隐含意义在译文中得到显化和保持隐化对译文能否
达到交际目的的影响。第四部分通过对比中英不同的礼貌文化习惯试图找到解决跨文
化语境下译文与原文交际效果等值的途径。第五部分尝试用认知语用学的关联理论指
导商务翻译实践，为语用翻译找到认知思维的科学依据。第六部分概括语用视角对商
务翻译的指导意义。
Human languages share some characteristics, but cultures in which they embed are different. Different cultures have their own modes of cognition and perspective on understanding phenomena of nature and society. With development of the human history, languages have developed their own peculiar way and system to express the same intention. Context in which the utterance is used and relations between the utterors should be taken into account in translation in order to render the real intention of the author and pragmatic meaning and function of the original text.
Translation is one way of cross-cultural communication. Translator should try to carry over the information that is in line with the communicative purpose, rather than just the surface content and linguistic structure. Addition and ellipsis of words and phrases, linguistic structure adjustment, and image transformation may be used in translation according to expressive norms of each language in order to make the communication a success. Pragmatic arppoach is just one of approaches in translation, which does not rule out literal translation when the similar linguistic structure can be used to express the same mode of cognition and cultural image.
English today is unique in that it is an almost universally accepted language in international business circles. In global business, the message alone is not the whole story because language has many more functions than the purely informative one; social connotation, adaptation to the customer, integration into local culture are all decisive factors in effective business communication and marketing. This opens up an entirely new research field within business English translation, a field called "localization in globalization." A pragmatic approach on business translation can help the translation to achieve its purpose, i.e., to bridge the cultural gap, to avoid any possible misunderstanding, and to ensure the success of business through a smooth communication. This is quite different from literary translation in which covert translation is often stressed so as to introduce foreign culture to the reader.
Pragmatics studies the actual use of language, taking the language user and its context into consideration. So pragmatics will be very valuable in business translation which stresses on pragmatic functions and the communicative purpose of a business discourse rather than the recreation of beauty in a new cultural context as literary translation does. In one word, this paper tries to introduce some fruits in pragmatic study into business translation practice. Part one is to introduce what pragmatics is about, its history, and how does it concern translation. In part two, the difference of deixis between Chinese and English and how this problem can be overcome is discussed. Part three is about how explication of implicature of the original text can have an influence on the fulfillment of the communicative purpose of translation. Part four tries to find a solution to achieve equivalence of communicative effect when politeness norms are different between Chinese and English. Part five is to explore the possibili
ty to find a cognitive basis for pragmatic perspective on business translation through introducing relevance theory into guiding the business translation practice. Part six is to conclude the value and significance of the pragmatic approach on business translation.
翻译也是一种交际，为了在特定时间内信息传递的有效性，译者只是从原文中提取其认为符合译文交际功能的信息，而非仅仅文字表面的信息。要使跨语言、跨文化交际获得成功，译者必须深知两种语言各自特殊的表达习惯和表达方式，立足于功能意义的分析，摆脱原文结构的局限，不死搬原文的字面意义，进行语义增词或减词，以及结构的调整或形象的转换，以期达到与原文相同的交际效果。
语用等值或交际效果等值并不排除直译，只要两种转换间语言文化差别较小，语言结构思维逻辑顺序基础相同。直译也可以达到语用等值，语用等值并不是判断翻译质量的唯一标准，而是判断翻译是否达到其交际目的的一个重要视角。
加入WTO后，全球化浪潮正把越来越多的中国人席卷进去。中国正逐渐变成地球村的一部分。商务翻译是全球商务活动的磨合剂，为商务人士的顺利沟通提供了可能，促成了一笔笔交易。商务翻译不仅仅是传达原文字面信息，还要考虑到它的文本功能、社会蕴涵意义、易于令读者理解的语言结构、对当地文化适应性，才能实现有效的商务沟通成功达成交易。现在中外的跨国公司都推行的全球化下的本地化策略，商务翻译也应该适应这一趋势，重视译文的交际功能，实现与原文的语用对等。这与文学翻译为了读者介绍异国文化而采取显化翻译有很大不同。由于翻译目的不同，所以不能比较两种方法的优劣，而只能说它们是否达到各自的翻译目的来衡量翻译是否成功。目前关于文学翻译的研究长篇累牍汗牛充栋，而商务语篇翻译则没有得到应有的重视，特别是从语言学的角度研究商务语篇翻译，少之又少，笔者希望本文能为在这方面的研究做出点启示和贡献。
广西大学硕士学位论文
语用学是考虑到语言使用者和语言使用环境的研究语言实际使用的学科。而商务翻译
注重实际语用功能和交际效果，不同于文学翻译注重美的再创造。所以语用学研究对
商务翻译势必有很大的启示和价值。本文把语用学研究的一些成果应用到商务语篇翻
译实践当中，高屋建领，在跨文化交际语境下以翻译是否实现语用对等，达到交际目
的为标准，有助于终结传统翻译理论关于诸如归化与异化、直译与意译、显化与隐化
等旷日持久的争论，使商务翻译真正成为全球商务往来的融合剂，保证跨文化语境下
商务活动的顺利进行。第一部分介绍语用学的研究内容、发展历史以及对翻译实践的
指导作用。第二部分探讨中英文指示语的差别，如何在具体语境下处理好商务语篇中
的指示语翻译;第三部分讨论原文隐含意义在译文中得到显化和保持隐化对译文能否
达到交际目的的影响。第四部分通过对比中英不同的礼貌文化习惯试图找到解决跨文
化语境下译文与原文交际效果等值的途径。第五部分尝试用认知语用学的关联理论指
导商务翻译实践，为语用翻译找到认知思维的科学依据。第六部分概括语用视角对商
务翻译的指导意义。
Human languages share some characteristics, but cultures in which they embed are different. Different cultures have their own modes of cognition and perspective on understanding phenomena of nature and society. With development of the human history, languages have developed their own peculiar way and system to express the same intention. Context in which the utterance is used and relations between the utterors should be taken into account in translation in order to render the real intention of the author and pragmatic meaning and function of the original text.
Translation is one way of cross-cultural communication. Translator should try to carry over the information that is in line with the communicative purpose, rather than just the surface content and linguistic structure. Addition and ellipsis of words and phrases, linguistic structure adjustment, and image transformation may be used in translation according to expressive norms of each language in order to make the communication a success. Pragmatic arppoach is just one of approaches in translation, which does not rule out literal translation when the similar linguistic structure can be used to express the same mode of cognition and cultural image.
English today is unique in that it is an almost universally accepted language in international business circles. In global business, the message alone is not the whole story because language has many more functions than the purely informative one; social connotation, adaptation to the customer, integration into local culture are all decisive factors in effective business communication and marketing. This opens up an entirely new research field within business English translation, a field called "localization in globalization." A pragmatic approach on business translation can help the translation to achieve its purpose, i.e., to bridge the cultural gap, to avoid any possible misunderstanding, and to ensure the success of business through a smooth communication. This is quite different from literary translation in which covert translation is often stressed so as to introduce foreign culture to the reader.
Pragmatics studies the actual use of language, taking the language user and its context into consideration. So pragmatics will be very valuable in business translation which stresses on pragmatic functions and the communicative purpose of a business discourse rather than the recreation of beauty in a new cultural context as literary translation does. In one word, this paper tries to introduce some fruits in pragmatic study into business translation practice. Part one is to introduce what pragmatics is about, its history, and how does it concern translation. In part two, the difference of deixis between Chinese and English and how this problem can be overcome is discussed. Part three is about how explication of implicature of the original text can have an influence on the fulfillment of the communicative purpose of translation. Part four tries to find a solution to achieve equivalence of communicative effect when politeness norms are different between Chinese and English. Part five is to explore the possibili
ty to find a cognitive basis for pragmatic perspective on business translation through introducing relevance theory into guiding the business translation practice. Part six is to conclude the value and significance of the pragmatic approach on business translation.
引文
1. Austin, J.L (1962), How to Do Things width Words [M], Oxford: Clarendon
2. Baker, M. (2001), In Other Words: A Coursebook on Translation [M], Beijing: FLTR Press,
3. Basil Hatim & Ian Mason (2001), Discourse and The Translator[M], Shanghai Foreign Language Press, Shanghai
4. Basil Hatim, Communication Across Cultures (2001), [M], Shanghai: Shanghai Foreign Language Education Press
5. Bassnett-McGuire, Susan (1980) Translation Studies[M], Methuen, London
6. Bassnett, Sussan & Lefevere, (2001), Andre. Constructing Culture [M], Shanghai Foreign Language Education Press.
7. Blakemore, Diane (1987) Semantic constraints on relevance[M], Blackwell, Oxford
8. Blakemore (1992), Understanding Utterances[M], Basil Blackwell, Oxford, London
9. Brown, P. & Steven C. Levinson (1978), Universals in language usage: Politeness phenomena [M], CUP, London
10. Christiane Nord, Translating As Purposeful Activity [M], Shanghai, Shanghai Foreign Language Education Press, 2001
11. George Steiner (2001), After Babel, [M], Shanghai Foreign Language Education Press
12. Gideon Toury (2001), Descriptive Translation Studies And Beyond [M], Shanghai, Shanghai Foreign Language Education Press
13. Green, Georgia (1996), Pragmatics and Natural Language Understanding,[M], Lawrence Erlbaum Associates, Hillsdale, NJ
14. Grice, H.Paul (1975), Logic and Conversation [M], London: Cambridge University Press
15. Gutt, E. (199 I), Translation and Relevance[M], Balckwell, Oxford, London
16. Halliday, M.A.K (1985), An Introduction to Functional Grammar[M], Edward Arnold (Publishers) Limited, London
17. Hickey, Leo (2001), The Pragmatics of Translation [M], 上海：上外出版社
18. House, Juliane (1981), A model for translation quality assessment[M]. Narr, Tübingen
19. Lakoff, R.T. (1973), The Logic of Politeness [M], Chicago: University of Chicago Press
20. Larson, Mildred L. (1984) Meaning-based translation: A guide to cross-language equivalence[M]. University Press of America, New York
21. Levinson, Stephen (1983), Pragmatics[M], CUP, London
22. Lyons, John (1969), Introduction to theoretical linguistics[M], CUP, Cambridge, London
23. Lyons, John (2000), Linguistic Semantics: An Introduction[M], CUP
24. Mey, Jacob (2001), Pragmatics: An Introduction[M], Beijing: FLTR Press
25. Newmark, Peter. (2001), Approaches To Translation, [M], Shanghai Foreign Language Education Press.
26. Newmark, Peter, (2001), A Textbook Of Translation, [M], Shanghai Foreign Language Education Press.
27. Nida, E.A. and C. Taber (1969), The Theory and Practice of Translation[M], E.J. Brill, Leiden.
28. Nida, E.A, 2001, Language and Culture——Contexts in Translation[M], 上海：上海外语教育出版社．
29. Peccei, J.S. (2001), Pragmatics [M], Beijing: FLTR Press
30. Ralph Fasold, (2000), The Sociolinguistics of Language, [M], Shanghai, Foreign Language and Research Press.
31. Scollon, R.et al. (2001), Intercultural Communication [M], Beijing: FLTR Press
32. Snell-Hornby, Mary (1988), Translation Studies: An integrated approach[M], John Benjamins, Amsterdam
33. Sperber, Dan and Deirdre Wilson (1986a) Relevance: Communication and Cognition[M], Blackwell, Oxford
34. Steiner, George (1975), After Babel. Aspects of Language and Translation[M], Oxford University Press, Oxford
35. Verschueren (2000), Understanding Pragmatics[M], Edward Arnold (Publishers) Limited
36. Wilson, Deirdre and Dan Sperber (1988b), 'Mood and the analysis of non-declarative sentences', Human agency: language, duty and value[J], Stanford University Press, Stanford
37. WILSS, Wolfram (1982), The Science of Translation. Problems and Methods, Tübingen, Gunter Narr Verlag.
38．包惠南，《文化语境与语言翻译》[M]，北京：中国对外翻译出版公司，2001
39．何自然，《语用学概论》[M]，长沙：湖南教育出版社，1988
40．何自然，《语用学与英语学习》[M]，上海外语教育出版社，1997
41．何兆熊，《新编语用学概要》[M]，上海：上外出版社，2000
42．侯维瑞，《英语语体》[M]，上海：上海外语教育出版社，1988
43．黄忠廉，《变译理论》[M]，北京：中国对外翻译出版公司，2002
44．姜望琪，《语用学——理论及应用》[M]，北京：北京大学出版社，2000
45．金隄，《等效翻译探索》[M] ，北京，中国对外翻译出版公司，1998
46．刘宓庆，《当代翻译理论》[M]，北京：中国对外翻译公司，1999
47．刘宓庆，《翻译与语言哲学》[M]，北京：中国对外出版社，2001
48．秦秀白，《文体学概论》[M] ，长沙：湖南教育出版社，1991
49．思果，《翻译研究》[M] ，北京：中国对外出版社，2001
50．思果，《译道探微》[M] ，北京：中国对外翻译公司出版社，2001
51．谭载喜，《新编奈达论翻译》[M] ，北京：中国对外翻译公司，1999
52．熊学亮，《认知语用学概论》[M] ，上海：上外出版社，1999
53．钱冠连，《汉语文化语用学》[M] ，北京：清华大学出版社，1997
54．王佐良，《翻译：思考与试笔》[M] ，北京：外语教学与研究出版社，1997
55．谢天振，《译介学》[M] ，上海：上海外语教育出版社，1999
56．叶子南，《高级英汉翻译理论与实践》[M] ，北京：清华大学出版社，2001
57．张光明，《英汉互译思维概论》[M] ，北京：外语教学与研究出版社，2002
58．赵艳芳，《认知语言学概论》[M] ，上海：上外出版社，2001
59．周仪；罗平，《翻译与批评》[M] ，武汉：湖北教育出版社，1999
60．周志培，《汉英对比与翻译中的转换》[M] ，上海：华东理工大学出版社，2003
2. Baker, M. (2001), In Other Words: A Coursebook on Translation [M], Beijing: FLTR Press,
3. Basil Hatim & Ian Mason (2001), Discourse and The Translator[M], Shanghai Foreign Language Press, Shanghai
4. Basil Hatim, Communication Across Cultures (2001), [M], Shanghai: Shanghai Foreign Language Education Press
5. Bassnett-McGuire, Susan (1980) Translation Studies[M], Methuen, London
6. Bassnett, Sussan & Lefevere, (2001), Andre. Constructing Culture [M], Shanghai Foreign Language Education Press.
7. Blakemore, Diane (1987) Semantic constraints on relevance[M], Blackwell, Oxford
8. Blakemore (1992), Understanding Utterances[M], Basil Blackwell, Oxford, London
9. Brown, P. & Steven C. Levinson (1978), Universals in language usage: Politeness phenomena [M], CUP, London
10. Christiane Nord, Translating As Purposeful Activity [M], Shanghai, Shanghai Foreign Language Education Press, 2001
11. George Steiner (2001), After Babel, [M], Shanghai Foreign Language Education Press
12. Gideon Toury (2001), Descriptive Translation Studies And Beyond [M], Shanghai, Shanghai Foreign Language Education Press
13. Green, Georgia (1996), Pragmatics and Natural Language Understanding,[M], Lawrence Erlbaum Associates, Hillsdale, NJ
14. Grice, H.Paul (1975), Logic and Conversation [M], London: Cambridge University Press
15. Gutt, E. (199 I), Translation and Relevance[M], Balckwell, Oxford, London
16. Halliday, M.A.K (1985), An Introduction to Functional Grammar[M], Edward Arnold (Publishers) Limited, London
17. Hickey, Leo (2001), The Pragmatics of Translation [M], 上海：上外出版社
18. House, Juliane (1981), A model for translation quality assessment[M]. Narr, Tübingen
19. Lakoff, R.T. (1973), The Logic of Politeness [M], Chicago: University of Chicago Press
20. Larson, Mildred L. (1984) Meaning-based translation: A guide to cross-language equivalence[M]. University Press of America, New York
21. Levinson, Stephen (1983), Pragmatics[M], CUP, London
22. Lyons, John (1969), Introduction to theoretical linguistics[M], CUP, Cambridge, London
23. Lyons, John (2000), Linguistic Semantics: An Introduction[M], CUP
24. Mey, Jacob (2001), Pragmatics: An Introduction[M], Beijing: FLTR Press
25. Newmark, Peter. (2001), Approaches To Translation, [M], Shanghai Foreign Language Education Press.
26. Newmark, Peter, (2001), A Textbook Of Translation, [M], Shanghai Foreign Language Education Press.
27. Nida, E.A. and C. Taber (1969), The Theory and Practice of Translation[M], E.J. Brill, Leiden.
28. Nida, E.A, 2001, Language and Culture——Contexts in Translation[M], 上海：上海外语教育出版社．
29. Peccei, J.S. (2001), Pragmatics [M], Beijing: FLTR Press
30. Ralph Fasold, (2000), The Sociolinguistics of Language, [M], Shanghai, Foreign Language and Research Press.
31. Scollon, R.et al. (2001), Intercultural Communication [M], Beijing: FLTR Press
32. Snell-Hornby, Mary (1988), Translation Studies: An integrated approach[M], John Benjamins, Amsterdam
33. Sperber, Dan and Deirdre Wilson (1986a) Relevance: Communication and Cognition[M], Blackwell, Oxford
34. Steiner, George (1975), After Babel. Aspects of Language and Translation[M], Oxford University Press, Oxford
35. Verschueren (2000), Understanding Pragmatics[M], Edward Arnold (Publishers) Limited
36. Wilson, Deirdre and Dan Sperber (1988b), 'Mood and the analysis of non-declarative sentences', Human agency: language, duty and value[J], Stanford University Press, Stanford
37. WILSS, Wolfram (1982), The Science of Translation. Problems and Methods, Tübingen, Gunter Narr Verlag.
38．包惠南，《文化语境与语言翻译》[M]，北京：中国对外翻译出版公司，2001
39．何自然，《语用学概论》[M]，长沙：湖南教育出版社，1988
40．何自然，《语用学与英语学习》[M]，上海外语教育出版社，1997
41．何兆熊，《新编语用学概要》[M]，上海：上外出版社，2000
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