【正文】 peaker seems to consider more about the listener.(2) You can choose from a very good selection of winter clothes at the China’s Autumn Export Commodities Fair. C. f. We have a very good selection of winter clothes at the China’s Autumn Export Commodities Fair.Even though the second sentence is also an acceptable expression, however, the former one is more polite and agreeable.In short,“Other attitude”shows respect to listeners and helps to make the negotiation go smoothly.4. 3 The application of euphemistic expressions Euphemism is a cultural phenomenon as well as a linguistic concept. Every language has its own euphemism, so does English. It is used everywhere including everyday life, negotiation and so on. It is deeply rooted in social life and has a great influence on social munication. As an indispensable and natural part of English language, English euphemism has attracted people’s attention for a long time. Since euphemism was coined, it has played a very important role in people’s munication and negotiation. The munication without euphemism is unimaginable, so does the negotiation. Euphemism is used like lubrication, which makes the negotiation go on smoothly.Euphemism is defined as the substitution of mild or vague or roundabout expression for harsh or direct one (Wall, 1985:225). Euphemism may serve for fear of taboos or for some political disguise, but the main purpose is for fear of hurting other people’s feelings. According to the politeness principle, when the cost to the hearer happens, the speaker should express indirectly and mildly. Also, euphemism accords with Brownamp。 Levinson’s face theory. When there is a face – threatening act to the hearer’s negative face, the speaker should take a negative politeness strategy. Thus, euphemism is a kind of polite speech act from the pragmatic angle.In business negotiation, there are many times when euphemism should be used, for sometimes negotiators are restricted by particular time, place, and atmosphere ,can not say directly then and there. The proposal of using euphemism is to try to let the hearer catch the implied meaning. The author tries to divide these particular situations into the following categories and explain how euphemism is applied:(1) In negative sense“I agree with most of what you said”, which indicates that there are something in what you said that I couldn’t agree with.“I’m afraid we have conflicting views on the matter”, which indicates that the speaker may make a refusal.“I would if I could”, which shows that the speaker may not do it .(2) For criticism and question“That you should have put forward this move much earlier”, is actually a sense of criticize, meaning that you should not change the program so late.“Your design appears very familiar to me, and there seems no difference pared with Mr. Smith’s.” This is a euphemistical way to say that your design might be a copy of Mr. Smith’s.(3) When the speaker encounters some tough questions and wants to avoid answering . 1) A: How you make a decision?B: Well, can I give you an answer later? The speaker here tries to express that he needs more time to consider.2) I’ll convey your proposal to my boss to see what he says. This shows the proposal may not be approved.To sum up, euphemism can relieve the tension of the negotiating atmosphere and break the deadlock when a negotiator voices his different opinions, or get the negotiation stuck. Euphemism does not mean weakness in the tone of voice and attitude. Euphemistic expression not only shows the speakers’ politeness, but also their virtues of personality, which can serve munication better. No matter how euphemistic the words are, the meanings should not be too elusive, for euphemism is not to distance people farther, but draw people nearer. As a matter of fact, it is an effective negotiating means for both sides.5. Conclusion As the globalization rapidly develops, all the countries’ cooperation’s bee more and more frequent, especially in economic zones. In business, both parties are eager to maximize the selfbenefit. As a result, many conflicts are unavoidable to happen, which may badly damage the business relationship of both parties. Under such a circumstance, negotiation is a good way to resolve the difference and reach an agreement. But how to make the negotiation go on smoothly still needs some useful strategies and tactics. Leech’s Politeness Principle and its maxims provide us great suggestions and it helps us create a harmonious, friendly and cooperative munication atmosphere. Cohen Herbert, a famous American negotiation expert, points out that a successful negotiation does not mean “winning by defeating the other party, but winning by getting what both parties want” (Wall, 1985:17). Both parties have to pete against each other, but at the same time they have to cooperate with each other and in the end reach a winwin result. This paper analyzes how the Politeness Principle works in the context of business negotiation and the necessity of making the study of it. Many businessmen didn’t pay enough attention to the right tactics and principles so that they lost a lot of business opportunities. In order to rescue the loss and establish a longterm winwin business relationship, learning of the Politeness Principle is quite significant. In international munications, businessmen usually obey some rules, such as, politeness principle, speech act theory, face theory, and so on. Application of the appropriate politeness strategies will be of great help in business negotiation. In short, politeness principle plays an important role in business negotiation. As a negotiator , he or she should not only have the knowledge of trade , but also needs to master the language strategies of negotiation.ReferencesBrown. P, Levinson. Politeness : Some Universals in Language Usage. Cambridge : Cambridge University Press ,1987.Grice, . “Lo