《商务英语教师学养丛书:商务话语·篇章与语境》为国内首次原版引进。具有前沿性、代表性、学术性、权威性等特点，是提升广大商务英语师生教研和学习能力的最佳参考书。《商务英语教师学养丛书:商务话语·篇章与语境》以下主题：商务英语理论、商务语言、商务翻译、研究方法、课程设置、专用英语。

ANNA TROSBORG / POUL ERIK FLYVHOLM JORGENSEN
Introduction
VIJAY K. BHATIA
Genres in Business Contexts
POUL ERIK FLYVHOLM JORGENSEN
Constructing Business Messages:From Context to Message Production
KARIN SODE
Relevance and Coherence in Decision-Making Meetings
BRITT-LOUISE GUNNARSSON
The Organization of Enterprise Discourse
MARIA ISAKSSON
Ethos and Pathos Representations in Mission Statements:Identifying Virtues and Emotions in an Emerging
Business Genre
CELINA FRADE
Asymmetries in the Negotiation of International Contracts in Brazil ANNA TROSBORG / POUL ERIK FLYVHOLM JORGENSEN 
Introduction 
VIJAY K. BHATIA 
Genres in Business Contexts 
POUL ERIK FLYVHOLM JORGENSEN 
Constructing Business Messages:From Context to Message Production 
KARIN SODE 
Relevance and Coherence in Decision-Making Meetings 
BRITT-LOUISE GUNNARSSON 
The Organization of Enterprise Discourse 
MARIA ISAKSSON 
Ethos and Pathos Representations in Mission Statements:Identifying Virtues and Emotions in an Emerging 
Business Genre 
CELINA FRADE 
Asymmetries in the Negotiation of International Contracts in Brazil 
AKIKO OKAMURA 
What Do You Call Your Colleagues? Address-Forms in Cross-Cultural Communication 
ANNA TROSBORG / PHILIP SHAW 
Acquiring Prescriptive Business Pragmatics:The Case of Customer Complaints Handling 
PHILIP SHAW / OFELIA A. PALERMO / PAUL GILLAERTS / 
J. PIET VERCKENS / MIDORI SHINOHARA / EVERETT JACOBS 
Prescriptive Business Pragmatics:How Valid Is It across Cultures?

　　A text analysis of mission statements does not account for apathos element based on the influence that the rhetor could possiblyhave on the audience. Instead, an account of the means used to create.such rhetor-audience relationship serves as the basis for an analysis ofpathos. This involves the rhetor's use of persuasive language toengage his/her audience. As expressions of customer service are nowobligatory in corporate mission statements, organizations work hard toadd distinctiveness to these expressions with adjectives such asconstant, ever-improving, smiling, unquestioned, outrageous, super,and happy (Christensen / Cheney 2000: 247). The pursuit of visibilityseems to generate affective appeals that go beyond the unbiased andfactual language used in, e.g., annual business reports. 
　　The organizational texts discussed in this article are web-texts(referred to as organizational sites). Today, the homepage is a naturalpart of an organization's communication. According to Hoff-Clausen(2002: 8), the demands on sender credibility are higher on the net thanin other media and seem to constitute "a minefield for the sender'scredibility, ethos". Hoff-Clausen's hypothesis is that the discrepanciesbetween how an organization desires to appear and how it actuallydoes appear are given greater exposure on the organizational site thanin printed documents, e.g. annuals, brochures, etc. I would rathermaintain that concealing a weak ethos involves the same risk inprinted and web texts. However, the great advantage of the web textover the printed text is that it allows for better opportunities to adjustpoor communication and to restore a distorted ethos. On the otherhand, too frequent adjustments could send signals of unreflectedpolicies and hasty decision-making and do little to boost theorganizational ethos in the long run.
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