商务英语写作技巧PPT学习教案

1、会计学1 商务英语写作技巧商务英语写作技巧 1.It is a part of English for Specific Purposes(ESP) 2.is English used in business context. 3.is especially related to international trade 第1页/共58页 Communication 第2页/共58页 OralWritte n Non-verbal 非语言交际 第3页/共58页 第4页/共58页 第5页/共58页 第6页/共58页 Warm-up Functions of Business Writing Cri

2、teria for effective business writing More Criteria and Techniques Approaches to organizing business writing Part One Part Two Part Three Part Four Part Five 第7页/共58页 1. A great deal of business is transacted in writing. 2. Effective business writers can promote good relations with customers, employe

3、es and the general public. Then they can help to increase their companys sales and profits. 3. Proficiency in writing gives one a personal advantage in business; and contributes substantially to ones self-confidence. Why the ability to write effectively is a valuable business asset? 第8页/共58页 page1 B

4、usiness writing has three functions: to inform: to persuade to entertain What are the functions of business writing? Page1,para2 第9页/共58页 Page1-2 Business writing has three functions: To inform: you explain something or tell readers something/provide information To persuade: you want to influence th

5、e readers attitudes and want them to act. To entertain: to build goodwill（建立友善关系/良 好的信誉）; you create a good image of yourself and of your organization- the kind of image that makes people want to do business with you Functions of business writing 第10页/共58页 Page1-2 Most messages have multiple purpose

6、s. When you answer a question, youre informing, but you also want to build goodwill by suggesting that youre competent and perceptive and that your answer is correct and complete. Functions of business writing 第11页/共58页 DocumentDescription of documentPurpose(s) of document C l a i m s adjustment 理赔

7、Letter granting or denying customer request to be given credit for defective goods Job description 岗位责任说明 Description of qualifications and duties of each job. Used for performance appraisals 绩效考核, setting salaries 薪资设定, and for hiring 10-K report 年度财务报表 A Form 10-K is an annual report required by t

8、he U.S. Securities and Exchange Commission (SEC美国证券交易委员会), that gives a comprehensive summary of a companys financial performance. Thank-you letter 感谢信 Letter to suppliers, customers, or other people who have helped individuals or the company Inform, build goodwill Inform, persuade good candidates t

9、o apply; build goodwill (job duties match level, pay) Inform build goodwill 第12页/共58页 A successful business message: (1) the receiver interprets the msg as the sender intended it. (2) it achieves the senders purposes. Criteria for effective business writing 第13页/共58页 6 Cs principles 1.Courtesy- 礼貌 2

10、.Correctness-正确 3.Conciseness-简洁 4.Clarity- 清楚 5.Concreteness-具体 6.Completeness-完整 Criteria for effective business writing 第14页/共58页 treating people with respect and friendly human concern Being very polite, even in asking the addressee to pay back the debts or refusing his demands, your letter stil

11、l should be very mild and tactful. Being prompt in replying to the opposite parts letter. The reply should usually be sent on the same day. If it is impossible for you to give a prompt reply in detail on the same day, you should write a short note to the client explaining why. Courtesy 第15页/共58页 1.D

12、ear Sirs, we are sorry you have misunderstood us. ( ) 2.Dears Sirs, we are sorry we didnt make ourselves clear. ( ) 3.We cannot understand why you have had trouble with these articles. ( ) 4.We presume that there must be some reasons for you having trouble with these articles. ( ) 第16页/共58页 Courtesy

13、 usually involves three aspects Using you-viewpoint Taking a positive tone Being conversational Courtesy 第17页/共58页 1.You-viewpoint (you-attitude你式写法) building goodwill: focus interest on the reader/ for persuasion and for influencing people favorably/ emphasize “you” and “your”, de-emphasize “we” an

14、d “our”; not just using second pronouns, but placing the reader in the center of things； Read your msg. over as if you were in your readers shoes. When you use you-viewpoint in writing, avoid insincerity/ using it for good goals. Courtesy 第18页/共58页 1. A large sale of our products will make our compa

15、ny more profitable. 2. We are in need of fund and you must pay 3. We can not offer you any refund 4. Obviously you forget telling us the color 1. A good sale of the products will benefit you 2. To maintain your excellent credit, please remit 3. You could obtain a refund if 4. Please indicate your ch

16、oice of color 第19页/共58页 2.Accent on Positive Language Positive words emphasize the pleasant aspects of the goal and tend to put the reader in the right frame of mind. They also create the goodwill atmosphere. Courtesy 第20页/共58页 2.Accent on Positive Language State ideas using positive language Courte

17、sy Dont forget to submit your report We cant ship your goods until You neglect to indicate the specification Remember to submit. You will receive your goods Please send the complete specification 第21页/共58页 2.Accent on Positive Language Avoid using second person pronouns when stating negative ideas E

18、.g. You made numerous mistakes on this page. This page contains numerous mistakes. Courtesy 第22页/共58页 2.Accent on Positive Language Use passive voice to convey negative ideas Courtesy Susan did not proofread this proposal carefully. Susan completed the job two months behind the schedule. The proposa

19、l was not proofread carefully. The job was completed two months behind the schedule. 第23页/共58页 2.Accent on Positive Language Use the subjunctive mood Courtesy Negative I cannot accept the recommendation. I am not able to accept your invitation. subjunctive mood I wish I could accept the recommendati

20、on. I could accept your invitation if I were to cancel my meeting on 第24页/共58页 2.Accent on Positive Language Include a pleasant statement in the same sentence E.g. Your personal ratings for communication ability were satisfactory. Your personal ratings for communication ability were satisfactory, bu

21、t your rate for technical competence was excellent. Courtesy 第25页/共58页 3.Conversational Style: warm and natural language. Whatever you talk about in the letters, the language you use should be the same as if you met the person on the street, at home, or in the office. Courtesy 第26页/共58页 correct gram

22、mar, punctuation and spelling; choosing the correct level of language and using accurate information and data. Correctness 第27页/共58页 1.Enclosed is the copy of receipt. ( ) 2.Enclosed is a copy of the receipt. ( ) 3.I am looking for another sales channels. ( ) 4.I am looking for other sales channels.

23、 ( ) 5.Profits were down in 1998, the Board blamed the recession. ( ) Comma splice 逗号连接 第28页/共58页 to write in the fewest possible words without sacrificing completeness and courtesy Suggestions: Shorten or omit words or expressions Include only relevant facts Avoid unnecessary repetition Conciseness

24、 第29页/共58页 If possible, a word should be used instead of a phrase, a phrase instead of a clause, a clause instead of a sentence, and a sentence instead of a paragraph. Cluttering PhrasesShorter substitutions at the present timenow for the purpose offor for the reason thatsince, as, because In the ne

25、ar futuresoon In view of the fact thatSince, because Prior to the startbefore A draft in the amount of USD1000A draft for USD1000 第30页/共58页 In addition, we should also eliminate surplus words. With surplus wordsEliminate surplus words There are 5 rules that should be observe5 rules should be observe

26、d In the period between June and August they found the error Between June and August they found the error It came at a time when we were busyIt came when we were busy His performance was good enough to enable him to qualify for the promotion His performance was good enough to qualify for the promoti

27、on Leather depreciates in value slowlyLeather depreciates slowly We will ship these shoes at a later dateWe will ship these shoes later As a matter of interest, I am interested in learning your plan I am interested in learning your plan. 第31页/共58页 The effective concise message should omit not only u

28、nnecessary wordy expressions but also irrelevant material. To make sure you include only relevant facts, you should: 1.Stick to the purpose of your writing 2.Omit information obvious to your reader 3.Avoid unnecessary background material or explanations, excessive adjectives, pompous words. 第32页/共58

29、页 Sometimes repetition is necessary for emphasis. But if the same thing is said several times without reason, the message becomes boring. The following are 3 ways to prevent unnecessary repetition. 1.Use a shorter name after you have mentioned the long one once. 2.Use pronouns and initials rather th

30、an repeating long names. 3.Get rid of all needless repetition of phrases and sentences. 1. Use China Telecom to indicate China Telecommunications Company when the latter one has been mentioned before. 2. Instead of First Automobile Works again and again, use it or FAW. 第33页/共58页 short familiar words

31、 and simple short sentences are better.(your writings are totally understood with just one reading.) Suggestions: Choose proper, short and familiar words Make ideas clear Use short sentences Have paragraphs of suitable length Clarity 第34页/共58页 Choose proper words to make the message easy to understa

32、nd, e.g.: 1.As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services ( ) 2.We have two direct sailings every month form Hong Kong to San Francisco. ( ) poor better 第35页/共58页 Put one idea in a sentence, put one topic in a paragraph, and put one subject in a letter

33、. Use short sentences Short sentences lead to clear meaning and easy understanding. The average sentence length is about 17-20 words. You can use sentences containing 3-40 words. If more than 40 words in a sentences, youd better rewrite it into more than one sentences. 第36页/共58页 In business writhing

34、, its suitable for paragraphs to contain 7-8 lines. If a paragraph is too long, it may make the main idea unclear and lead to a loose structure. If a paragraph is too short, your readers may be impressed that you topic is not adequately supported. 第37页/共58页 vivid, specific and definite rather than v

35、ague, general and abstract especially when you are requiring a response, solving problems, making an offer 报盘 or acceptance 接受, etc. Concreteness 第38页/共58页 Our apples are excellent. ( ) Our apples are juicy, crispy and tender. ( ) Smithton Company is our big buyer. ( ) Smithton Company did more than

36、 one million USD worth of business with us in 2005. ( ) Concrete Concrete 第39页/共58页 include all necessary information and data because information and data can help senders get receivers responses and achieve desired objectives Completeness 第40页/共58页 Suppose you are writing a letter to your supplier

37、 telling him that his goods were not delivered on time. What kind of information should you include in your letter? 第41页/共58页 Reminding him of his promise of timely delivery. What losses has this caused you? Asking for compensation if there is any agreement on that. Expecting no such thing will happ

38、en again. Real situation suggestion summar y 第42页/共58页 Business writing, in general, has more and more assumed a friendly, easy and conversational style. The primary concern in business writing is to communicate information. Thus, we will need to pay more attention to communicating effects. More Cri

39、teria and Techniques 沟通效果 第43页/共58页 1.Singling Out Your Reader you should write for his/her particular situation. What you say throughout the letter should make it clear that the reader is getting individual treatment. E.g. We look forward to the possibility of sending our executives to you in the y

40、ears ahead. We look forward to hearing from you. More Criteria and Techniques 第44页/共58页 2.Building goodwill One sure way to build goodwill is to do a little more than you have to do for your reader. E.g. In a refusal letter, it will make the reader feel much more comfortable if you explain and justi

41、fy your refusal. More Criteria and Techniques 第45页/共58页 3.Using the readers name It makes the reader feel that his/her identity as an individual is recognized. Use it once or twice in the letter, but no so often. 4.Avoiding anger Anger destroys goodwill. Most comments made in anger do not provide ne

42、eded information. Such comments take many forms: sarcasm, insults and exclamations. but when positive words have not brought desired results, negative words may be justified. More Criteria and Techniques 第46页/共58页 2021-7-18 48 summar y 第47页/共58页 Deductive approach 演绎法 It begins with the general and

43、ends with the specific. Sometime this is informally called a “top-down” approach. (direct) Inductive approach 归纳法 It is usually described as moving form the specific to the general. Informally, we sometimes call this a “bottom up” approach. (indirect ) Approaches to organizing BW 第48页/共58页 1.Directn

44、ess in good news and routine messages Good news or routine messages follow a direct orderthe message begins with the main idea.- deductive approach Present good news and routine message Begin with the main idea(present good- news or routine information); Followed by supporting details; End with good

45、will Approaches to organizing BW 第49页/共58页 2. Indirectness in bad news messages An indirect order consists of four parts: a buffer reasons supporting the negative decision a clear, diplomatic statement of the negative decision a helpful, friendly, and positive close. Approaches to organizing BW 第50页

46、/共58页 2. Indirectness in bad news messages An indirect order consists of four parts: a buffer Examples of a buffer As you mentioned, prompt delivery is so important that we have been making every effort to accomplish it. We appreciate your writing to us about the quality of our products. Approaches to organizing BW 第51页/共58页 2. Indirectness in b