商务谈判中的隐喻功能分析(2)

　　三、形象生动，融洽气氛
　　例5.A：15% on this product is a little high， could you come down to 12%？
　　B：I can’t give you the thumbs up right now， but I think it will be all right. [6]
　　例6.A：I am glad you have decided to join hands with us in the venture. You are quick to make decision.[7]
　　B：To be honest， we have been considering a joint venture for some time to cope with the development in China.
　　人际语法隐喻的使用可以避免引起不愉快而损害双方关系，它采用不同的情态和语气表达方式， 间接地表达思想、交流信息。在例5中买方要求降价，卖方没有直接说不同意降价，因为买方听到后肯定不高兴，甚至还会终止谈判，而是不“give you the thumbs up（竖起大拇指）”，暗指不同意降价，比直接表示不同意降价要形象生动，也有利于缓和谈判的气氛。在例6中，“join hands（握手）”更是形象地表明双方经过谈判，就成立合资企业成功地达成一致，取得了圆满的结局。
　　四、弥合分歧，有利磋商
　　例7.A：Well， in that case， I think we might as well think about it and talk again tomorrow.
　　B：Sure， I do hope we can find some common ground on this.[8]
　　例8.A：We hope that you’ll take the initiative and bridge the gap.
　　B：Well， well， we’ll reduce the price by 5%，I hope this sets the ball running.
　　A：I am afraid the ball can hardly roll very far. Certainly， it’s a step forward， but the gap is still too wide. I’d suggest another 10%.
　　B：Oh，I’m afraid that won’t do.It simply can’t stand such a big cut.[9]
　　商务谈判中，谈判双方由于各自利益的分歧，有时会互不让步，甚至争得面红耳赤，因为双方都想为自己争取最大的利益。例7中谈判的一方在谈判进行不下去的时候，强调希望双方能找到“common ground（共同点）”。例8中买方要求卖方主动为双方的合作“bridge the gap（架桥铺路）”，卖方顺应了买方的要求降价后，希望他的让步能使谈判的“ball running（球滚动起来）”。由于卖方让步的幅度只有5%，买方回应“ball can hardly roll very far（球不会滚动太远）”，希望降价10%，进一步缩小双方价格上的分歧和差距。
　　五、巧妙否绝，避免僵局
　　例9.A：What’s your requirement then？
　　B：15% compensation must be made，no room for any concession.[10]
　　例10.A：We are confident in your sales ability. But we do not recommend you take all these articles at one time. It won’t do to have too many irons in the fire.[11]
　　B：I think it is better to make a safe beginning than to be too ambitious.
　　例9中谈判的一方要求对方必须补偿15%，没有让步的“room（空间）”，否决了对方的条件。如果对方不接受，谈判就会破裂。而例10中卖方表示对买方的销售能力很有信心，但也希望一次拿货不要太多，巧妙地说“too many irons in the fire（揽得太多了）”是不行的，实际上否决了买方多拿货的要求。作为一种谈判的策略，在货物供不应求的时候可采用这种隐喻，比直接拒绝客户的要求要含蓄委婉。
　　六、突破僵局，达成交易
　　例11.A：You are a very clever negotiator. This is really a hard nut.
　　B：It seems we will have to crack it. [12]
　　例12.A：I should say a cut of 20%， would be more realistic？
　　B：I suggest we meet each other half way in order to narrow the gap.[13]
　　根据Lakoff概念性隐喻理论，隐喻表达是基于相似性基础上的跨域映射，即从人们比较熟悉、较为具体的源域，映射到一个不熟悉、较为抽象的目标域。 隐喻使得抽象、复杂的概念变得具体、简单、生动、 形象，同时便于被大多数人理解。[14]