Handbook of Business Communication: Linguistic Approaches

by Gerlinde Mautner (Editor), Franz Rainer (Editor)

Overview

The book takes a specifically linguistic approach to business communication, drawing together perspectives from various research traditions. These include genre analysis, LSP research, and language teaching. There are 30 chapters organized into five parts: (1) Introduction; (2) genres and media (e.g., presentations, negotiations, meetings, sales talk, e-mail, websites, advertising, annual reports; (3) Foreign languages and culture (e.g., intercultural business communication, language needs and policies, multilingualism and English as a lingua franca in international business contexts, teaching and learning foreign business languages), (4) Lexical phenomena (e.g., structure and semantics of business terms, metaphor, metonymy and euphemism, language planning, the language of marketing and accounting, proper names in business, lexicography, corpora and corpus linguistics), (5) Building bridges across disciplines (e.g., organizational discourse, corporate language and design, standardized text modules).

Product Details

ISBN-13:	9781501519000
Publisher:	De Gruyter
Publication date:	07/08/2019
Series:	Handbooks of Applied Linguistics [HAL] , #13
Pages:	700
Product dimensions:	6.69(w) x 9.45(h) x (d)
Age Range:	18 Years

About the Author

Gerlinde Mautner and Franz Rainer, WU Vienna, Vienna, Austria.

Table of Contents

Preface: to the Handbooks of Applied Linguistics Series v

Acknowledgements vii

I Introduction

1 Editors' introduction G. Mautner F. Rainer 3

2 The history of the language of economics and business F. Rainer 15

II Genres and media

3 Genres in the business context: An Introduction N. Janich 41

4 Business presentations P. Handler 63

5 Business negotiations F. Gardani 91

6 Business meetings F. Menz 111

7 Sales talk and sales training R. Albert 131

8 From business letters to email and mobile communication A. Beer 153

9 Company websites P. Handler 175

10 The annual report J. Schnitzer 197

III Foreign languages and culture

11 Intercultural business communication: A linguistic approach R. Rathmayr 221

12 Multilingualism in business: Language needs E. Lavric S. Lesk M. Stegu 249

13 Multilingualism in business: Language policies and practices S. Lesk E. Lavric M. Stegu 269

14 English as a lingua franca In international business contexts: Pedagogical implications for the teaching of English for Specific Business Purposes C. Sing 319

15 Teaching and learning foreign business languages M. Stegu 357

16 New media in teaching and learning business languages R. Trinder 381

IV Lexical phenomena

17 The structure of economic and business terms M. Betsch F. Rainer J. Wolborska-Lauter 407

18 Metaphor, metonymy, and euphemism in the language of economics and business F. Fischer R. Göke F. Rainer 433

19 Language planning and linguistic purism in the business domain M. Betsch 467

20 The language of marketing R. Göke 491

21 The language of accounting M. Herles 513

22 Proper names in business F. Fischer E. Hoffmann H. Wochele 537

23 Business lexicography D. Gromann J. Schnitzer 561

24 Corpora and corpus linguistic approaches to studying business language S. Jaworska 583

V Building bridges across disciplines

25 Organizational discourse G. Mautner 609

26 Spoken workplace discourse A. Koester 629

27 Corporate language and design J. Delin 657

28 The risks of using standardized text modules as communication vehicles C. Stetter 677

Subject index 695