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Napiórkowska-Łuczak Anna
On Corporate Style. Euphemisms in Business Communication
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Języki specjalistyczne w badaniach i praktyce, 2016, s. 43-55, bibliogr.37 poz.
Słowa kluczowe
Komunikowanie marketingowe, Korporacje
Marketing communication, Corporation
The success of international business relationships depends on effective interaction with internal and external stakeholders. It may seem paradoxical, but managers of large corporations can be very effective in business while being imprecise when communica- ting with external interlocutors. Being politically correct and meeting conflicting de- mands of shareholders and other stakeholders in wider society is an absolute must in the world of corporate business today.Tt is achieved by coding real meanings into an unclear specific jargon which is heavily euphemised. This paper is focused on politically correct euphemisms and doublespeak considered as phenomena which dominate the linguistic landscape of today's business world. Through the analysis of sustainabiłity reports pu- blished recently by a selection of multinational corporations the paper exemplifies how euphemisms function in corporate communication. A particular emphasis is laid on doublespeak and the deceptive role of euphemism analysed from the perspective of the ongoing global financial crisis which has resulted in cost-cuts, and inevitably, in mass dismissals(fragment of text)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
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