跨文化商务沟通(3)
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– Logical and objective
– Circular – Tradition-orientated – Subjective
Styles of Paragraph Development
直线型（英语） 平行对仗型（闪族语） 螺旋型（东方语言） 迂回转折型（拉丁语系） 更自由的迂回转折型（俄语）
2. At discourse level
Linear and nonlinear language Deductive an inductive patterns
Linear VS. Nonlinear Language
Linear
Nonlinear
– has a beginning and an end
The differences between languages represent basic differences in the worldview of diverse cultures.
Linguistic Relativity
Linguistic characteristics and cultural norms influence each other.
Meanings of Words
Denotational meaning
– It refers to a definitional meaning depending upon our choice of word selection.
– Denotation means a dictionary definition.
America
Japan
Danger
Anger Danger
China
Arabic countries
Joy Celebration
Power
No special association
Caution Cowardice
Grace Nobility Childish gaiety Honor Royalty
– Understand cultural influences on some commonly observed differences between English and Chinese
– Distinguish denotational and connotational meanings of words
language reflects human relationships, reflects the way the society operates. – Example: Chinese kinship terms reflect the importance of our family system.
The Relationship Between Language and Culture
1. The influence of culture on language 2. The influence of language on culture
The Influence of Culture on Language
Learning Objectives
– Distinguish linear and nonlinear language, deductive and inductive patterns
– Make cross-cultural comparisons of different pragmatic rules used in various speech acts and verbal styles
Means of Human Communication
Verbal communication
– Using words that have mutually understood meanings and a set of rules
Nonverbal communication
– Edward T. Hall refers to it as the “silent language”
The Influence of Culture on Language
2. Language as reflection of values
– Language reflects cultural values. – Language is a mirror of culture, because
Stபைடு நூலகம்ength Faith Truth
Business Implications
International businesspersons may encounter problems with such connotational meanings of colors.
International marketers need to know what associations certain culture has in terms of colors and how they might affect product design, packaging, and advertising messages.
Comparison between English and Chinese
Some words have the same denotational and conntational meanings.
There are also many words with the same denotational meanings but different connotational meanings.
Because of most of our production is done in China now, and it’s not really certain how the government will react in the run-up to 1999, and since I think a certain amount of caution in committing to TV advertisement is necessary because of the expense. So, I suggest that we delay making our decision until after Legco makes its decision.
Both denotational and connotatinal meanings are different in many other words.
Examples
Dove: peace
鸽子：和平鸽
Fox: cunning
狐狸：像狐狸一样狡猾
Owl: wisdom
猫头鹰：坏运气
Linguistic Determinism Linguistic Relativity
Sapir-Whorf Hypothesis
Language not only serves as a mechanism for communication , but a guide to social reality.
Cultural Impact on Verbal Communication
At lexical level At discourse level At pragmatic level
1. At lexical level
Denotational meaning Connotational meaning
Bat: an evil animal 蝙蝠：福，幸福，洪福
Cricket: a happy insect 蟋蟀：哀愁
Dragon: fierceness
龙：龙袍，龙的传人 (Chinese Dragon)
Culture Red Yellow Green Blue
Europe and North
Deductive VS. Inductive thought patterns
Deductive
Inductive
– From the general to the specific
– Western
– From the specific to the general
– Eastern
Example 1
1. Language as a reflection of the environment
– Language reflects the environment in which we live. We label things that are around us. (examples)
– The environment influences the development of technology, products, and the appropriate vocabulary. (examples)
Culture is controlled by and controls language.
Language provides the conceptual categories that influence how its speakers’ perception are encoded and stored.
Happiness prosperity
Safety Masculinity
Growth and Sweetness
rebirth
calm
Future Youth Energy
villainy
No special No special association association
Fertility virtue
Example 2
I suggest that we delay making our decision until after Legco makes its decision. That’s because I think a certain amount of caution in committing to TV advertisement is necessary because of the expense. In addition to that, most of our production is done in China now, and it’s not really certain how the government will react in the run-up to 1999.
Connotational meaning
– It refers to extended meanings or associated meanings.
– Connotational meanings have developed over time through use by people and especially by poets and writers.
Reality for a culture is discoverable in its language
Linguistic Determinism
Language structure controls thought and cultural norms
The world as each of us knows it is to a large extent predetermined by the language of our culture
Chapter 3
Comprehending Verbal Communication
Learning Objectives
By this end of this chapter, you should be able to:
– Understand how language and culture are closely linked
– Circular – Tradition-orientated – Subjective
Styles of Paragraph Development
直线型（英语） 平行对仗型（闪族语） 螺旋型（东方语言） 迂回转折型（拉丁语系） 更自由的迂回转折型（俄语）
2. At discourse level
Linear and nonlinear language Deductive an inductive patterns
Linear VS. Nonlinear Language
Linear
Nonlinear
– has a beginning and an end
The differences between languages represent basic differences in the worldview of diverse cultures.
Linguistic Relativity
Linguistic characteristics and cultural norms influence each other.
Meanings of Words
Denotational meaning
– It refers to a definitional meaning depending upon our choice of word selection.
– Denotation means a dictionary definition.
America
Japan
Danger
Anger Danger
China
Arabic countries
Joy Celebration
Power
No special association
Caution Cowardice
Grace Nobility Childish gaiety Honor Royalty
– Understand cultural influences on some commonly observed differences between English and Chinese
– Distinguish denotational and connotational meanings of words
language reflects human relationships, reflects the way the society operates. – Example: Chinese kinship terms reflect the importance of our family system.
The Relationship Between Language and Culture
1. The influence of culture on language 2. The influence of language on culture
The Influence of Culture on Language
Learning Objectives
– Distinguish linear and nonlinear language, deductive and inductive patterns
– Make cross-cultural comparisons of different pragmatic rules used in various speech acts and verbal styles
Means of Human Communication
Verbal communication
– Using words that have mutually understood meanings and a set of rules
Nonverbal communication
– Edward T. Hall refers to it as the “silent language”
The Influence of Culture on Language
2. Language as reflection of values
– Language reflects cultural values. – Language is a mirror of culture, because
Stபைடு நூலகம்ength Faith Truth
Business Implications
International businesspersons may encounter problems with such connotational meanings of colors.
International marketers need to know what associations certain culture has in terms of colors and how they might affect product design, packaging, and advertising messages.
Comparison between English and Chinese
Some words have the same denotational and conntational meanings.
There are also many words with the same denotational meanings but different connotational meanings.
Because of most of our production is done in China now, and it’s not really certain how the government will react in the run-up to 1999, and since I think a certain amount of caution in committing to TV advertisement is necessary because of the expense. So, I suggest that we delay making our decision until after Legco makes its decision.
Both denotational and connotatinal meanings are different in many other words.
Examples
Dove: peace
鸽子：和平鸽
Fox: cunning
狐狸：像狐狸一样狡猾
Owl: wisdom
猫头鹰：坏运气
Linguistic Determinism Linguistic Relativity
Sapir-Whorf Hypothesis
Language not only serves as a mechanism for communication , but a guide to social reality.
Cultural Impact on Verbal Communication
At lexical level At discourse level At pragmatic level
1. At lexical level
Denotational meaning Connotational meaning
Bat: an evil animal 蝙蝠：福，幸福，洪福
Cricket: a happy insect 蟋蟀：哀愁
Dragon: fierceness
龙：龙袍，龙的传人 (Chinese Dragon)
Culture Red Yellow Green Blue
Europe and North
Deductive VS. Inductive thought patterns
Deductive
Inductive
– From the general to the specific
– Western
– From the specific to the general
– Eastern
Example 1
1. Language as a reflection of the environment
– Language reflects the environment in which we live. We label things that are around us. (examples)
– The environment influences the development of technology, products, and the appropriate vocabulary. (examples)
Culture is controlled by and controls language.
Language provides the conceptual categories that influence how its speakers’ perception are encoded and stored.
Happiness prosperity
Safety Masculinity
Growth and Sweetness
rebirth
calm
Future Youth Energy
villainy
No special No special association association
Fertility virtue
Example 2
I suggest that we delay making our decision until after Legco makes its decision. That’s because I think a certain amount of caution in committing to TV advertisement is necessary because of the expense. In addition to that, most of our production is done in China now, and it’s not really certain how the government will react in the run-up to 1999.
Connotational meaning
– It refers to extended meanings or associated meanings.
– Connotational meanings have developed over time through use by people and especially by poets and writers.
Reality for a culture is discoverable in its language
Linguistic Determinism
Language structure controls thought and cultural norms
The world as each of us knows it is to a large extent predetermined by the language of our culture
Chapter 3
Comprehending Verbal Communication
Learning Objectives
By this end of this chapter, you should be able to:
– Understand how language and culture are closely linked