1.国际馈赠礼仪概况

要使交往对象愉快地接受馈赠，并不是件容易的事情。因为即便是你在馈赠原则指导之下选择了礼品，如果不讲究赠礼的艺术和礼仪，也很难使馈赠成为社会交往的手段，甚至会适得其反。那么，馈赠时应注意哪些艺术和礼仪呢？

1.注意礼品的包装

精美的包装不仅使礼品的外观更具艺术性和高雅的情调，并显现出赠礼人的文化和艺术品位，而且还可以使礼品产生和保持一种神秘感，既有利于交往，又能引起受礼人的兴趣和探究心理及好奇心理，从而令双方愉快。好的礼品若没有讲究包装，不仅会使礼品逊色，使其内在价值大打折扣，使人产生“人参变萝卜”的缺憾感，而且还易使受礼人轻视礼品的内在价值，而无谓地折损了由礼品所寄托的情谊。

2.注意赠礼的场合

赠礼场合的选择，是十分重要的。尤其那些出于酬谢、应酬或有特殊目的的馈赠，更应注意赠礼场合的选择：通常情况下，当众只给一群人中的某一个人赠礼是不合适的。因为那会使受礼人有受贿和受愚弄之感，而且会使没有受礼的人有受冷落和受轻视之感。给关系密切的人送礼也不宜在公开场合进行，只有礼轻情重的特殊礼物才适宜在大庭广众面前赠送。既然是关系密切，送礼的场合就应避开公众而在私下进行，以免给公众留下你们关系密切完全是靠物质的东西支撑的感觉。只有那些能表达特殊情感的特殊礼品，方才在公众面前赠予。因为这时公众已变成你们真挚友情的见证人。如一本特别的书，一份特别的纪念品等。最好当着受礼人的面赠礼。赠礼是为巩固和维持双方的关系，赠礼也必须是有针对对象的。因此赠礼时应当着受礼人的面，以便于观察受礼人对礼品的感受，并适时解答和说明礼品的功能、特性等，还可有意识地向受礼人传递你选择礼品时独具匠心的考虑，从而激发受礼人对你一片真情的感激和喜悦之情。

3.注意赠礼时的态度、动作和言语表达

只有那种平和友善的态度，落落大方的动作并伴有礼节性的语言表达，才是令赠受礼双方所能共同接受的。那种做贼式的悄悄将礼品置于桌下或房中某个角落的做法，不仅达不到馈赠的目的，甚至会适得其反。

4.注意赠礼的具体时间

一般说来，应在相见或道别时赠礼。

Preparing for a business meeting requires a working knowledge of the information to be discussed or presented,careful attention to all details on the printed material to be distributed,and perhaps a gift.This gift is a social gesture that may be expected in some countries,and could be considered a bribe in others.Knowing the gift guidelines for the country you'll be visiting will help make your meeting a success.

Some multi-national companies and some governments have very strict policies regarding their employees accepting gifts.To avoid creating a problem,it's imperative you learn the policies for the companies you do business with.

Countries like Malaysia and Paraguay,concerned with corruption,frown upon any gift that could be construed as a bribe.In Malaysia you wouldn't give a gift until you had established a relationship with the person.In Singapore,government employees are not allowed to accept gifts,and the United States limits the acceptable dollar value to $25.

However,in some countries like Japan,Indonesia and the Philippines,exchanging gifts is strongly rooted in tradition.Part of the tradition is the gracious style used to present and receive them.It's important to plan time and focus on the process.

It's very important in Asia and the Middle East to only use your right hand,or both hands,to offer or accept a gift.In Japan and China's Hong Kong,use both hands.

In Singapore a recipient may“graciously refuse three times”before accepting your gift.But in Chile,gifts are accepted and opened immediately.And in Indonesia,small gifts are given on a frequent basis.

Always be cognizant of religious laws when selecting gifts.For instance,pork is prohibited in the Jewish and Muslim religions,so you wouldn't select a gift made from pigskin.As in India,don't offer a gift made from cowhide.Another prohibition for the Muslim faith is alcohol.

A standard to keep in mind for any gift you select is quality.Choose quality items that are not ostentatious.If you have gifts with your company logo,it's better if the logo is discreet.And don't give company logo gifts in Greece,Spain and Portugal.

Hosting a meal at a nice restaurant is always a good business practice.A fine dinner is a wonderful way to give a“gift to your hosts”,to show your guests you appreciate the business relationship you have with them,and an opportunity to build rapport.People in Brazil,England,Panama,and Peru enjoy being invited as guests for a meal,and the Greeks look forward to an evening filled with dining.In China,plan a banquet,especially if you are being honored with one.

New Words

imperative　adj.extremely important or urgent;　needing to be done or given attention immediately　必要的；不可避免的

construe　v.to understand the meaning,especially of other people's actions and statements,in a particular way　分析；解释

gracious　adj.behaving in a pleasant,polite,calm way　雅致的；有礼貌的

cognizance　n.knowledge or understanding of something　认识；审理；认定

cognizant　adj.知道的；已认定的

cowhide　n.(leather made from)　the skin of a cow　牛皮

ostentatious　adj.too obviously showing your money,possessions or power,in an attempt to make other people notice and admire you　外观美丽的；浮华的

discreet　adj.careful not to cause embarrassment or attract too much attention,especially by keeping something secret　谨慎的；慎重的

rapport　n.a good understanding of someone and an ability to communicate well with them　友好关系

Activity 1:Group discussion.

1.How do you understand the sentence　“In Indonesia,small gifts are given on a frequent basis”?

2.What do you learn from this text?

2.国际馈赠礼仪详情

在国际商务交往中，礼尚往来是建立人际关系、拓展业务范围不可缺少的一部分。因此，懂得各国的赠送礼品习惯，掌握好赠送礼品的规则和火候十分重要！

美国人喜爱奇特的礼品

美国人对礼品主要讲究实用性和奇特性。如果能送一些具有独特风格或民族特色的小礼品，美国人会很欢迎。例如，我国产的仿兵马俑，在美国人心中就是一种难得的礼品。此外，包装礼品时不要用黑色的纸，因为黑色在美国人眼里是不吉利的颜色。同时，要注意赠送礼物应在生意交谈结束的时候。

英国人不收贵重礼品

给英国人赠送礼品时，如果礼品价格很高，就会被误认是一种贿赂。送一些高级巧克力、一两瓶名酒或鲜花，都能得到受礼者的喜欢。但要注意，最好不要送印有公司标记的礼品。

法国人与艺术分不开

法国人崇尚艺术，因此，所送礼品最好带有一些艺术性，如有特色的仿古礼品，他们就会很喜欢。如果应邀到法国人家中用餐，应带上几支不加捆扎的鲜花，但菊花必须除外。

德国人不爱尖锐礼品

德国人很注意礼品的包装，礼品切勿用白色、黑色或棕色的包装纸或丝带包扎。另外，不要送尖锐的东西，因为德国人视其为不祥之兆。

日本人忌讳4和9

给日本人赠送礼品，不要一次送4样或9样东西，因为“4”字在日文中与“死”谐音，而“9”则与“苦”字谐音。日本人喜欢名牌货，但对装饰着狐狸和獾的东西很反感。他们认为，狐狸是贪婪的象征，獾则代表狡诈。

俄罗斯人只爱西方名牌礼品

只要送名牌，特别是西方名牌货，不论礼品价值的高低，都容易获得俄罗斯人的好感。从一盒“万宝路”香烟到一条LEVIS牌牛仔裤都会使他们十分满意。

非洲国家的人注重实用

非洲国家的人对礼品的价值不大讲究，但重视礼品的实用性，不宜送高档礼品。

阿拉伯国家的人钟情精美华丽的礼品

有“名”的东西，比无名的古董更受到喜欢；智力玩具和工艺品，比单纯实用的东西更受到偏爱。但各种酒类，包括那些描绘有动物图案的礼品不受欢迎。

If a country isn't listed in a category,it means gifts may or may not be exchanged.Should you receive a gift,and don't have one to offer in return,you will not create a crisis.

However,this is a good reason for planning to host a meal.It becomes your reciprocal gesture.

Countries in Which a Gift Is Expected:

●Czech Republic,Poland,Russia,Ukraine,Bolivia,Colombia,Costa Rica,China,Indonesia,Japan,Republic of Korea,Malaysia,the Philippines,Thailand

Countries in Which a Gift Is Not Expected on the First Visit,but Would Be Expected on a Subsequent Visit:

●Portugal,Spain,Brazil,Chile,Guatemala,Nicaragua,Panama,Peru,Venezuela,Malaysia,Singapore,Finland,Norway

Countries in Which a Gift Is Not Expected,or Gifts Are Less Frequently Exchanged:

●United Kingdom,France,Hungary,Italy,Uruguay,Denmark,Pakistan,Saudi Arabia,United States

The information below will give you more details regarding cultural and religious traditions surrounding gifts,some of the reasoning behind the symbolism,and most important,helping you make the right decisions when it comes to business gift giving.

Cultures with detailed rituals for the ceremony of gift giving are the Japanese and the Chinese.And nomadic cultures in the Middle East have a tradition of hospitality to travelers,while Latin cultures consider all relationships as personal.So any country with a population from these cultural backgrounds will exchange gifts as a normal part of building relationships and doing business.

Gifts are a symbolic way to show appreciation and further relationships and in European cultures they are given,but not as frequently.And there isn't the detailed protocol for presenting a gift,except avoiding colors or flowers traditionally used for funerals,or romance.

In today's world,with global companies,as well as countries populated and influenced by different religions and cultures,it's important to develop good business relationships by taking the time to learn more about the person you're doing business with.This knowledge will give you insight into choosing more meaningful gifts,that the recipient will know was specifically selected for him or her,and more appreciated.

New Words

reciprocal　adj.a reciprocal action or arrangement involves two people or groups of people who behave in the same way or agree to help each other and give each other advantages　相互的；互惠的

nomad　n.a member of a group of people who move from one place to another rather than living in one place all of the time　游牧民；流浪者

nomadic　adj.游牧的；流浪的

protocol n.the system of rules and acceptable behaviour used at official ceremonies and occasions　礼仪

Activity 2:Group discussion.

1.What are those countries in which a gift is not expected on the first visit,but would be expected on a subsequent visit?

2.Where do the people treat gift-giving as a normal part of building relationships and doing business?

（1）国际馈赠礼仪——美国

在美国，朋友之间也盛行互赠礼品。美国人举行家庭招待会，在两三个小时内同时接待几十名来访的亲友，客人送礼与否关系不大。如果出席专为自己举行的家宴时，就应带些小礼品。美国人之间一般送酒或鲜花，而中国人去作客则应以赠中国的小工艺品为好。在美国，如果客人赴宴不送礼品，往往意味着准备回请一次。

美国人在接受礼品时，往往当场打开礼品，这时送礼者介绍几句，受礼者赞扬一番，气氛颇为亲切融洽。我们中国人的习惯是，对客人的礼品先是客气一番，辞谢不受，后又接过礼品放在一旁，而这样做对美国人来说是极不礼貌的，这等于对这些礼品不屑一顾。美国人虽然不太注重礼品的价值，却十分讲究礼品的包装。美国有专门的礼品包装纸和装饰花样，如果送礼时忽略了这点，甚至还认为昂贵的包装纸只有一两分钟的作用（即进门送礼到主人拆封那段时间），认为是浪费，那就错了。(www.daowen.com)

送给美国人的礼品除唐三彩、泥塑、蛋壳画、仿玉小品、折扇、剪纸、字画等外，应选择具有浓厚乡土气息的或别致精巧的工艺品，不要老一套而应有新意。

Business Gift Giving/Personal Gift Giving

Presenting a gift is a thoughtful gesture,but it is not expected.Business gifts are often presented after the deal is closed.In most situations,gifts are usually unwrapped immediately and shown to all assembled.

In many cases,the best gifts are those that come from your country.

You may not receive a gift in return right away.

During the Holiday Season(late November through the first week of January),gifts are exchanged.For your business associates,you can give gifts such as useful items for the office,liquor or wine.Choose gifts with no religious connotations(i.e.don't buy Christmas ornaments),unless you are certain of the religious background of your associates.While Christmas is the dominant celebration,and is widely commercialized during this period,people may be celebrating many other holidays during this period(i.e.Hanukkah,Kwanzaa).

Many stores and malls offer gift-wrapping services during the winter holidays.

When you visit a home,it is not necessary to take a gift,although it is always appreciated.Flowers,a potted plant,or a bottle of wine are good gift choices.

If you wish to give flowers,you can have them sent in advance to relieve your host or hostess from taking care of them when you arrive.

If you stay in a U.S.home for a few days,a gift is appropriate.You may also write a thank-you note.

Taking someone out for a meal or other entertainment is another popular gift.

Gifts for women such as perfume or clothing are usually inappropriate.They are considered too personal.

Gifts for children are often a thoughtful and appreciated gesture,but take into account the values of the parents.Many parents would object to your giving a toy gun or a violent video game to their child.

New Words

gesture　n.a movement of the hands,arms or head,etc.to express an idea or feeling　举止；动作

assemble　v.to come together in a single place or bring parts together in a single group　集合

associate　n.someone who you work or do business with　同事

Hanukkah a Jewish religious holiday lasting for eight days in December　光明节（犹太人纪念节日之一）

Kwanzaa an African-American cultural celebration lasting from December 26 to January 1　宽扎节（非裔美国人的节日）

Activity 3:Group discussion.

1.During the Holiday Season,what gifts can be sent in the United States?

2.What gifts are inappropriate for women in the United States?

（2）国际馈赠礼仪——英国

英国是一个讲究绅士风度的国度。在英国，受礼和送礼的双方都应尽量避免感情的外露。一般送价钱不贵但有纪念意义的礼品，由于该礼品花费不多就不会被误认为是一种贿赂。合宜的送礼时机应定在晚上，请人在上等饭馆用完晚餐或剧院看完演出之后。

英国人给人的第一印象往往是矜持。一般不主动与人攀谈，感情不外露，也很少有激动的时候。说话声音很轻，能克制自己。了解一个英国人比较难，他们从不讲个人的事情。但是，英国人并不缺乏人情味。英国人很谦虚，也很幽默。

礼仪习俗

见面：英国人彼此第一次相识时，一般都要握手。除了热恋中的男女，步行时一般人都不手拉手。英国人不喜欢别人干扰他们的个人生活。

当你去访问一个英国人时，得先在门口敲门，一直等到他说“请进”，才能进去。先生们进屋脱帽，而女士们则不必在室内脱帽。

英国人在日常生活中经常谈论的话题是天气，往往也是第一个话题。

女士优先与绅士风度：在英国，尊重妇女是体现绅士风度的一个重要方面。女士优先是一个人人皆知的行为准则。

盥洗室与去“100号”：盥洗室一词的本意为洗手或洗脸的地方，但其实际含义则是厕所，英国人上厕所时不会直截了当地说“去上厕所”。如果你想要上厕所，可以说“去男人的房间”，或“去女人的房间”，也可以说“请原谅几分钟”或“我想洗手”等等。小孩子们想要大小便时说“我要去那个地方”。在朋友之间和家庭内部，“去100号”则是最常用的说法。

送礼和给小费：在英国，仅限于给侍者和出租车司机小费，在饭钱和车费之外多付1/10或1/8的钱。旅店的侍从或铁路搬运工为你服务之后，您也要付少量小费。

禁忌

不能加塞：英国人有排队的习惯。你可以看到他们一个挨一个地排队上公共汽车、火车或买报纸。加塞是一种令人不齿的行为。

不能问女士的年龄：英国人非常不喜欢谈论男人的工资和女人的年龄。

不能砍价：在英国购物，最忌讳的是砍价。

英国的送礼习俗

克制、礼貌、尊重传统、热爱英语等值得尊敬的品质从英国人送礼的习俗中得到了体现。英国的传统认为，只要你付得起，不管是何物你都应设法得到最好的，然后终生珍惜之。

Gift Giving in United Kingdom

Giving gifts is not a normal part of British business culture.Indeed,British business colleagues are quite likely to feel embarrassed to receive any gift at all.The only exception would be at the conclusion of a deal when it might be appropriate to give a unique commemorative item to mark the occasion.Such items might be gold,silver,or porcelain with a suitable inscription.Again,to avoid embarrassment on the part of the recipient,the object must be restrained,tasteful,and not ostentatiously expensive.It might be helpful to ask yourself whether the recipient would gladly display the gift in his living room or consign it to the attic at the earliest opportunity.

Small gifts such as a pen or a book,again suitably inscribed,would be suitable tokens of genuine gratitude and flowers or wine/champagne suffice to thank(junior)colleagues for their services.Do not,however,appear patronising or unduly forward(especially if the recipient is a woman).

Alternatively,it will often be appreciated if you invite your hosts,or others you wish to thank,out for a meal or to the theatre/opera.

It is always good form to buy a round of drinks for your colleagues after work.(This is also the most common way of celebrating someone's birthday.)

Business gifts are never exchanged at Christmas but it may be appropriate to send a card,particularly as an expression of thanks to your business associates but also as a means of maintaining valuable contacts.Bear in mind that the UK postal service was founded at about the same time as the antiquated railways so ensure that your cards are mailed in good time.

In the unlikely event that you yourself receive a gift,you should be sure to reciprocate.Assuming that you have been caught unawares,you will not have an offering of your own to hand so the best option is to extend an invitation to dinner or,if time is really short,then run to the nearest wine merchant for a bottle of the best champagne you can afford.

If you are invited to a British home,it is standard practice to bring wine,flowers,and/or chocolates for your hosts.Do not feel offended if the host does not open your gift of wine that evening but adds it to his cellar;it does not mean that the gift is unappreciated(or that the host would rather drink your fine vintage claret on his or her own at a later date)but quite simply that he or she has probably already chilled the white wine and opened the red that are appropriate for that meal.

Champagne,though,is never unwelcome and can always be put quickly in the fridge for an after-dinner toast.

Spirits,on the other hand,are a matter of personal taste and best not given as a present.A bottle of your favourite bourbon may languish unopened in the drinks cabinet for years.

The usual European caveats apply when giving flowers:no red roses,white lilies,or chrysanthemums.

If you know that you are going to stay with a family,it is a good idea to bring something from your own country.Your hosts are letting you into the intimacy of their home,so a coffee-table book about your area or some artefact that typifies it would constitute a way of letting your hosts into some of the secrets of your own home.If you are unprepared,then your time in your hosts'house should allow you to think of something they would really appreciate even if you have to mail it from home on your return.

Whenever you have been a guest in a home,you should definitely send a hand-written thank-you note.Indeed,it is a thoughtful gesture to thank your hosts in writing for any hospitality,even a short drinks party.

New Words

commemorative　a.intended to help people remember and respect an important person or event in the past　纪念的，纪念性的

inscription　n.words that are written or cut in something　题词

ostentatious　a.too obviously showing your money,possessions or power,in an attempt to make other people notice and admire you　好夸耀的；炫耀的

attic　n.space or room just below the roof of a house,often used for storing things　阁楼

patronize　v.to speak to or behave towards someone as if they are stupid or not important　惠顾；资助

antiquated　a.old-fashioned or unsuitable for modern society　过时的；陈旧的

reciprocate　v.to share the same feelings as someone else,or to behave in the same way as someone else　互换；互给

unaware　a.not understanding or realising something　不知道的

cellar　n.a room under the ground floor of a building,usually used for storage　地下室；地窖；酒窖

vintage　a.酿酒的

claret　n.red wine made in the region near Bordeaux in France　红葡萄酒（特指法国波尔多产）

white wine　白葡萄酒

toast　v.to wish happiness,success,etc.to somebody/something by drinking wine,etc.祝酒　n.act of toasting　祝酒

bourbon　n.a type of American whiskey　波旁威士忌

languish　v.to exist in an unpleasant or unwanted situation,often for a long time　失去活力

caveat　n.a warning to consider something before acting further,or a statement which limits a more general statement　警告；附加说明

Activity 4:Group discussion.

1.What can you bring if you are invited to a British home?

2.What does the writer think of thank-you note?