A study of Culture Teaching in Business English (完).docx

StudyofCultureTeachinginBusinessEnglishZhaoYinglongAbstract:TheAppliuitionofcrosv<l(uralcommunicationtheoriestotheteachingofbusinessEnglishinthecontextofChineseUnivcniiticvshouldbeCrmdIKtCdinMichawaythatstudentsarcaWctoIcarnIhnlChinesemWcMCnlculturescxiMa，difIcrcntsylenx.andIouden%ladIbtffuxlanlalikasg<n'emugIbeIVSPeCIiVtfculturalentities.ByCCnlpari，Onandanalysis,buie%xCuhUnildittcrcnccsarcstudieda<thehi曲CrICvdofculturalthinking.Followingtheprincipleofequality.CmsSYUhUralCommunicalinnwillfunction»abrklgcintheexchangeofChineseNndWcMcmCiilturexOneofthemnjorflio11%oftheEngIkhlanguageisIdCCyIbtfcultuxuofIlXspeechnnunily.Hence.IbeawarvnexofitsbusinessOilturulChanHrle”willfacilitacebuutcssEnglishICadHngagainstIlKChinesecuhuralbackground.Keywords:ksincssEnglish;culturetching：surestions1 IntroductionEnglishis(hedominantlanguageininternationalbusinessactivitiesandisbecomingaveryusefultoolthateverybusinesspersonneedstoobtain.IhemostimportainfunctionofbusinessEnglishistocommunicate.Effectivecommunicationwillhelppeopletoachievebusinessgoals.ASweallknow,Englishistheacceptedmediumforinternationalbusinesscommunicationinbusinesssettingwhichconcernstheaspectofcross-culturefactorsamongbusinesspeoplefromdifferentculturalbackgrounds.Theunderlyingbusinesscultureisa44WcstcniEuropeanorNorthAmericanone、(John.1996:9)whiletherearcvariousculturesworldwide.Inaddition.Trompcnaar(1993)commentsonculturaldiversityinbusinessanddiscussessevendimensionsofculturewhichhehasfoundtobesignificant.Therefore,sensitivitytoculturalissuesandabelterunderstandingofculturaldifferencesarcimportantwhendealingwithbusinessEnglishcommunication.HowevermanybusinessEnglishcoursesfocusonthelanguageskills11lhcr(hanthecultivationoftheintercul(uralcommunicativecompetenceandIhestudentsunderthissituationcannotmeettheneedsofthesociety.ThiSstudywillresearchthebusinessEnglishteachingfromaninterculturalperspective.2 BusinessEnglishanditsteaching2.1 nintroduceforbusinessEnglishBusinessEnglishisnotaspeciallanguagewithaspecialgrammar.ItissimplytheEnglishusedinbusinesscontext.Atthefirstglance,businessEnglishmaybeunderstoodbymostofpeopleasthewordsandexpressionsthatprofessionalpeopleusewhendoingbusiness.ThebusinessEnglishvocabularycomprisesofwordsfromtrade,finance,accounting,marketing,negotiationandcorrespondenceetc.BusinessEnglishisalsoregardedasa''mediatinglanguagebetweenthetechnicalitiesofparticularbusinessesandthelanguageofthegeneralpublic”(Pickett.1989:5).Intheearly197()s.abusinessspecialistvocabularyinEnglishwasseentodistinguishbusinessEnglishfromgeneralEnglish.Business-relatedwordsandterminologyintendedtotheoneandonlycoreinloamingbusinessEnglish(Ellis&Johnson.1994:I).Earlytext-booksforbusinessEnglishweretopresenttargetspecializedvocabularjinthecontextofawrittentextthatdealswithaparticulartopic.ExercisesusuallyconsistofVoCabUlaryexercises,comprehensionquestionstothetextandselecteddrillpatternpractice.ThetrendsingeneralEnglishdevelopmentsfocusingonfunctionalareasthrewnewlightonbusinessEnglishteaching.AtypicalexampleoffunctionalcourseforbusinessEnglishisVerymuchlikelytopresentthelisteningpracticeinbusinesssituationandtodemonstratethefunctionalstructuresforbusinesscommunicationliketelephoning,enquiringandconfirminginformation,andmakingappointmentsetc.BusinessEnglishisespeciallyrelatedtointernationaltrade.Manynon-nativeEnglishspeakersstudybusinessEnglishwiththegoalofdoingbusinesswithEnglish-speakingcountries,orwithcompanieslocatedinnon-nativeEnglish-speakingareasbutusingEnglishassharedsecondlanguageorlinguafranca.BusinessEnglishmeansdifferentthingstodifferentpeople.Forsome,itfocusesonvocabularyandtopicsusedintheworldsofbusiness,trade,finance,andinternationalrelations.Forothersitreferstothecommunicationskillsusedintheworkplace,andfocusesonthelanguageandskillsneededfortypicalbusinessCOmmUniCaIionsuchasprcscniaiions.negotiations,meetings,s11udltalk,socializing,correspondence,reportwriting,andsoon(wikiedia,2011).2.2 AreviewofbusinessEnglishteachingWiththeincreaseofpeople'sunderstandingofEnglishanditsteachingandlearning,theapproachestobusinessEnglishteachingnourishedinthe199()s.Manyassetsofbusine«»Englishanditsinstructionhavebeenbroughtintodetaileddiscussionandanalysis.Anumberofmethodshavebeentested,combinedinaccordancewithaneedtodevelopthecommunicativeabilities.Theemphasisonbusinesscommunicativeskillsleadstoatrendinteachingbusinesstechniqueslikenegotiating,manipulatingmeetings,givingpresentationandsoon.ThebusinessEnglishstudentsmaybecomevariousinEnglishlevelsandliversitiedinexperiences.ThereexistsanurgentneedforbusinessEnglishinbothjob-experiencedemployeesandpre-experiencecollegestudentswhowanttoexalttheiroccupationpursuitorprepareforabettercareerfuture.TheteachingofbusinessEnglishinthePeople*sRepublicofChinadatesbacktotheearly195()s.whentheCollegetorSeniorCadresofCommerce,thefirstcollegeofitskindsocializingintrainingpersonnelforforeigntrade,wasestablishedinBeijing.Thecollegeadmittedstudentstoits''EnglishTranslation