商务英语写作新版第章_chapter_1

1、 外语教学与研究出版社外语教学与研究出版社 1Welcome to my class 外语教学与研究出版社外语教学与研究出版社 2BUSINESS ENGLISH WRITING 外语教学与研究出版社外语教学与研究出版社 3Chapter 1 An Overview of Business Writing商务写作概述商务写作概述 外语教学与研究出版社外语教学与研究出版社 4Lead-in QuestionslWhat is business communication?lCan you name some ways to communicate people in a business set

2、ting?Business communication is a process of exchanging information and ideas in a business setting. 外语教学与研究出版社外语教学与研究出版社 5nonlinguisticeye contactphysical appearancefacial expressionsspace and distancegesturepostureForms of Business Communication 外语教学与研究出版社外语教学与研究出版社 6 linguistice-mailslettersmemost

3、elephone callsconversationfaxesnotesvoice mailsreportsproposalsminutesForms of Business CommunicationWeb 外语教学与研究出版社外语教学与研究出版社 7Why Business Writing?l The ability to write effectively is a valuable business asset.l1) a great deal of business is transacted in writing, which is involved in every part o

4、f business.l2) effective business writers can use their skill to help increase their companys sales and profits by promoting good relations.l3) proficiency in writing gives a personal advantage over less capable writers and contributes substantially to his/her self-confidence- a necessary quality fo

5、r business success. 外语教学与研究出版社外语教学与研究出版社 8 To establish a relationship To communicate your ideas precisely To convey a good image of your organizationThe importance of successful business writing 外语教学与研究出版社外语教学与研究出版社 9Functions of Business WritingvTo informvTo influence/persuade 外语教学与研究出版社外语教学与研究出版社

6、 10To informlMessages to inform are used to convey the vast amount of information needed to complete the day-to-day operations . The major purpose of most of these messages is to have the receiver understand a body of information and concentrate on the logical presentation of the contents. 外语教学与研究出版

7、社外语教学与研究出版社 11To influence/persuadel In addition to providing information, a business messages must also influence the readers attitudes and actions. 外语教学与研究出版社外语教学与研究出版社 12l To secure the desired response, it is necessary to have an adequate knowledge of the English language and an understanding of

8、 human nature. The writer should have an acquaintance with the particular interest and, if possible, the emotions of the reader. No communication is wholly successful unless it retains the readers goodwill. 外语教学与研究出版社外语教学与研究出版社 13l A business message is considered successful when:l 1) the receiver i

9、nterprets the message as the sender intended it, andl 2) it achieves the senders purposes.l In order to achieve good communication, we should consider the following “six Cs principles”. The six Cs are both criteria and techniques for effective business writing.lCourtesy, Correctness, Conciseness, Cl

10、arity, Concreteness, CompletenessCriteria for Effective Business Writing 外语教学与研究出版社外语教学与研究出版社 14lCourtesy lCorrectnesslConcisenesslClaritylConcretenesslCompletenessSix Cs Principles （6C原则） 外语教学与研究出版社外语教学与研究出版社 151. Courtesy （礼貌）l Special attention should be devoted to assuring the courtesy of busine

11、ss communication. It means treating people with respect and friendly human concern.l It is a positive value, not neutral (中立的） or negative. The tone must convey positive goodwill, positive warmth, and positive interest in the reader. l The courteous writer should be sincere and tactful, thoughtful a

12、nd appreciative, and answer letters promptly. 外语教学与研究出版社外语教学与研究出版社 16Courtesyv Being very polite, even in asking the addressee to pay back the debts or refusing his demands, your letter still should be very mild and tactful.v Being prompt in replying to the opposite parts letter. The reply should us

13、ually 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. 外语教学与研究出版社外语教学与研究出版社 17lDeveloping courtesy in a letter usually involves three aspects:l 1) using you-viewpoint l 2) taking a posit

14、ive tone l 3) being conversational 外语教学与研究出版社外语教学与研究出版社 18Courtesyl1) Using you-viewpoint (reader-oriented)lCompare:l We will accept bids until June 10.l You may submit a bid(投标）until June 10.l (reader-oriented)l Please accept our apologies for the delay.l We hope you have not been seriously inconve

15、nienced by the delay. l (reader-oriented) 外语教学与研究出版社外语教学与研究出版社 19lDear Sirs, we are sorry you have misunderstood us. lDears Sirs, we are sorry we didnt make ourselves clear. lWe cannot understand why you have had trouble with these articles. lWe presume that there must be some reasons for you having

16、 trouble with these articles. 外语教学与研究出版社外语教学与研究出版社 20 Different Attitudes We/I attitude You attitudelA large sale of our products will make our company more profitable.nWe are in need of fund and you must paynWe can not offer you any refund（偿还额，退款）偿还额，退款） nObviously you forget telling us the colorlA

17、 good sale of the products will benefit younTo maintain your excellent credit, please remit(汇款）汇款）nYou could obtain a refund ifnPlease indicate your choice of color 外语教学与研究出版社外语教学与研究出版社 21Courtesyl2) Taking a positive toneluse positive words and expressions instead of negative words and expressionsl

18、Compare:lThe office is closed after 4. lThe office is open until 4.lWe cannot have these figures for you before next week. lWe will have these figures for you next week.(NG)(NG) 外语教学与研究出版社外语教学与研究出版社 22lCompare:lPlease be good enough to advise us. lPlease tell us.lI had hoped that a favorable conside

19、ration on your request could be possible. lI am sorry we cannot approve your request.(NG)(NG) 外语教学与研究出版社外语教学与研究出版社 23Courtesyl3) Being conversational lwrite naturally and sincerelyl1.Reference is made to your May 3 letter, in which you described the approved procedure for initiating a claim.l2. In r

20、eply to your June 18 letter, please be informed that your adherence to instructions outlined therein will greatly facilitate attainment of our objective.l1.Please refer to your May 3 letter, in which you tell how to file a claim.l2. By following the procedure you listed in your June 18 letter, you w

21、ill help us reach our goal. 外语教学与研究出版社外语教学与研究出版社 24l3. I shall be most pleased to avail myself of your kind suggestion when and if the price declines.l3. I shall gladly follow your suggestion if and when the price falls. 外语教学与研究出版社外语教学与研究出版社 25The ways to get Courtesyl1) using you-viewpoint l 2) tak

22、ing a positive tone l 3) being conversational 外语教学与研究出版社外语教学与研究出版社 26Correctness （正确）（正确）lCorrect grammar, punctuation and spelling are basic requirements for business writing, In addition, correctness means choosing the correct level of language, and using accurate information and data. 外语教学与研究出版社外

23、语教学与研究出版社 27Example lEnclosed is the copy of receipt. ()lEnclosed is a copy of the receipt. ()lI am looking for another sales channels. ()lI am looking for other sales channels. () 外语教学与研究出版社外语教学与研究出版社 28 Avoid the following errorslSentence fragments (不完整句）lRun-on sentences （连写句）lComma splices （逗号错误

24、）lMisplaced elements (修饰语错位）lDangling modifiers （悬垂结构） 外语教学与研究出版社外语教学与研究出版社 29Sentence Fragmentsl Sentence Fragments are incomplete sentences. They are usually missing one of the three components : subject, verb, object. Of course, there are exceptions to this rule. Stop ! Is a one word sentence. Ge

25、t Moving ! is grammatically correct too. Most sentence fragments written by Chinese are ones that have missing verbs. 外语教学与研究出版社外语教学与研究出版社 30lIncorrect :For the unemployed , going to attain night school to prepare for a better job.CorrectFor the unemployed, they should go to attain night school to p

26、repare themselves for better jobs. 外语教学与研究出版社外语教学与研究出版社 31Run-on sentences l A run-on sentence is two or more complete thoughts (or independent clauses) that are run together without adequate sign given to mark the break between them. Some run-on sentences have no punctuation at all to mark the brea

27、k between the thoughts:l (Chinese are prone to making such a mistake because of the way Chinese sentences are structured. Many Chinese sentences are long sentences separated by commas. The same thought, when expressed in English, and with the same commas in place, usually leads to run-on sentences.)

28、 外语教学与研究出版社外语教学与研究出版社 32Typical examples lI am going to school, if I dont get there on time, I will be late, my teacher will punish me, I will have to stay after class.lHuman nature is seldom as simple as it appears hasty judgments are therefore often wrong. 外语教学与研究出版社外语教学与研究出版社 33They may be correc

29、ted in four principal ways:l1) Use a period and write two separate sentences.Human nature is seldom as simple as it appears. Hasty judgments are therefore often wrong.2) Use a comma and a coordinating conjunction.Human nature is seldom as simple as it appears, and hasty judgments are therefore often

30、 wrong. 外语教学与研究出版社外语教学与研究出版社 34l3) Use a semicolon.Human nature is seldom as simple as it appears; hasty judgments are therefore often wrong.4) Make one of the clauses dependent.Because human nature is seldom as simple as it appears, hasty judgments are therefore often wrong. 外语教学与研究出版社外语教学与研究出版社 35

31、 Comma spliceslA comma splice results when two sentences are incorrectly joined or spliced together with a comma. lProfits were down in 2005, the Board blamed the recession.lProfits were down in 2005. The Board blamed the recession（不景气）（不景气）. 外语教学与研究出版社外语教学与研究出版社 36Misplaced Modifier Be careful abou

32、t the placement of simple modifiers such as “only.” Consider how the placement of “only” can change the meaning of a sentence:lOnly I tested the bell jar(钟形罩) for leaks yesterday.lI only tested the bell jar for leaks yesterday.lI tested only the bell jar for leaks yesterday.lI tested the bell jar on

33、ly for leaks yesterday.lI tested the bell jar for leaks only yesterday. 外语教学与研究出版社外语教学与研究出版社 37Dangling Modifiers 所谓悬垂修饰语是指充当状语的分词短语、所谓悬垂修饰语是指充当状语的分词短语、不定式短语、介词短语以及有连词加分词或连不定式短语、介词短语以及有连词加分词或连词加介词短语的缩略结构的修饰语等，与句子词加介词短语的缩略结构的修饰语等，与句子的主语不能形成逻辑上的主谓关系。的主语不能形成逻辑上的主谓关系。 修改方法修改方法：将句子的主语改为修饰语的逻辑：将句子的主语改为修饰语

34、的逻辑主语；将修饰语改成从句。主语；将修饰语改成从句。e.g. Swimming at the lake, a rock cut Jims foot.- Swimming at the lake, Jim cut his foot on a rock.- When Jim was swimming at the lake, he cut his foot on a rock. 外语教学与研究出版社外语教学与研究出版社 38 How to get correctness?l1) choose the right form for different kinds of writingl2) ver

35、ify(核实）spellingl3) select correct words or phrasesl4) insert appropriate punctuationl5) the right forml6) accurate reliable figures 外语教学与研究出版社外语教学与研究出版社 39CorrectnesslCompare:lAnyone can learn to type.lAny one of us can learn to type.l“The Navy,” says Captain Michel Stern, “will have more missile ca

36、rriers.”lThe Navy says Captain Michel Stern will have more missile carriers.导弹运载器 外语教学与研究出版社外语教学与研究出版社 40Examples:lEnclosed is the copy of receipt. Enclosed is a copy of the receipt. l a copy of the receipt 收据副本收据副本/复印件复印件lI am looking for another sales channels. lI am looking for other sales channe

37、ls. l sales channels 销售渠道销售渠道()()()() 外语教学与研究出版社外语教学与研究出版社 41Conciseness （简洁）（简洁）l Effective writing is conciseeach word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Because a wordy message requires more time

38、to write and read, business people put a high premium on conciseness in business messages. Conciseness will give emphasis to your message.高度重视 外语教学与研究出版社外语教学与研究出版社 42Concisenessl1) shorten wordy expressionslCompare:lWe have begun to export our machines to countries abroad. lWe have begun to export o

39、ur machines.lFor the amount of $320 you can buy the motor. lFor $320 you can buy the motor.(NG)(NG) 外语教学与研究出版社外语教学与研究出版社 43Concisenessl2) use words to replace phrases or clauseslCompare:lIn the event that you speak to Mr. Mood in regard to production, ask him to give consideration to the delivery sc

40、hedule. l(NG) lIf you speak to Mr. Mood about production, ask him to consider the delivery schedule.交货日期 外语教学与研究出版社外语教学与研究出版社 44Examples:lWe do not anticipate any increase in prices in the near future. lWe do not expect prices to rise soon. lOwing to the fact that your competitors price is much lowe

41、r than yours, we cannot accept your offer. lBecause your competitors price is much lower than yours, we cannot accept your offer. l (Better)(Poor)(Poor)(Better) 外语教学与研究出版社外语教学与研究出版社 45l3)Avoiding unnecessary repetition of words or ideas.lIt came at a time when we were busy.lLeather depreciates in va

42、lue slowly.lIt will cost a sum of $120.lA certain person by the name of Bill Jones.lIn the city of ColumbuslThe radio sells for the price of $50 外语教学与研究出版社外语教学与研究出版社 46Clarity （清楚）（清楚）l Clarity tells the reader exactly what he or she wants and needs to know, using words and a format that make your w

43、ritings totally understood with just one reading. Short, familiar words and simple, short sentences rather than long, difficult words and complex and long sentences are better for this purpose. 外语教学与研究出版社外语教学与研究出版社 47ClaritylThe following are some ways to help achieve clarity:l1) use simple, short w

44、ords and simple sentence structure lCompare: after subsequentl large substantiall during in the course of l we enclose enclosed please find 外语教学与研究出版社外语教学与研究出版社 48Clarityl2) avoid using words with different meaningslCompare: lWe shall take a firm line with the firm. lWe shall take a strong line with

45、 the firm. 外语教学与研究出版社外语教学与研究出版社 49Clarityl3) put together words with close relationlCompare:lThey bought a bicycle in Beijing in a small shop which costs $25.00. (NG)lThey bought a bicycle for $25.00 in a small shop in Beijing. 外语教学与研究出版社外语教学与研究出版社 50Clarityl4) use active voicelCompare:lA fax was se

46、nt by us yesterday. l (NG)lWe sent you a fax yesterday.lThe salary increase was received by all employees. l (NG)lAll employees received the salary increase. 外语教学与研究出版社外语教学与研究出版社 51How to get clarity?l1) use simple, short words and simple sentence structurel2) avoid using words with different meanin

47、gsl3) put together words with close relationl4) use active voiceAttention: Clarity doesnt mean to shorten the sentence but to offer the essential information in short form. 外语教学与研究出版社外语教学与研究出版社 52Examples:lThey have a decided advantage in regard to freight. lThey have a decided advantage in regard t

48、o freight charges (运费运费). 货物，运费(poor)(better)明显优势 外语教学与研究出版社外语教学与研究出版社 53lThey informed Messrs. Smith and Richards on that they would receive an answer in a few days. lThey informed Messrs. Smith and Richards on that the latter would receive an answer in a few days. (poor)(better) 外语教学与研究出版社外语教学与研究出

49、版社 54Concreteness (具体）具体）l Your writing should be vivid, specific and concrete rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer（出价,发盘） or acceptance, etc.l You must make sure your letter contains all the information your reader

50、needs to act upon（按照，遵循), avoid incomplete information. 外语教学与研究出版社外语教学与研究出版社 55Concretenessl1) using concrete modifierslCompare:lI need the printout（(电脑电脑)打印输出打印输出 ） as soon as possible. l(NG)lI need the printout by 3 p.m. today. 外语教学与研究出版社外语教学与研究出版社 56Concretenessl2) avoiding opinions or generaliza

51、tionslCompare:l lVarious aspects of this equipment make it a good choice.l (NG)lThis machine is a good choice because it is more compact and less expensive than any other one on the market. 外语教学与研究出版社外语教学与研究出版社 57ExamplelOur apples are excellent.lOur apples are juicy, crispy and tender. l(Concrete)l

52、Smithton Company is our big buyer.lSmithton Company did more than one million USD worth of business with us in 2005. l(Concrete) 外语教学与研究出版社外语教学与研究出版社 58Completenessl Include all the necessary information and data in the message because information and data can help senders get receivers responses an

53、d achieve desired objectives. An incomplete message may result in increased communication costs, loss of goodwill, sales, and valued customers, cost of returning goods, and wasted time trying to make sense out of the incomplete message. 外语教学与研究出版社外语教学与研究出版社 59Example:lSuppose you are writing a lette

54、r to your supplier telling him that his goods were not delivered on time. What kind of information should you include in your letter? 外语教学与研究出版社外语教学与研究出版社 60Complete messagelReminding him of his promise of timely delivery.lWhat losses has this caused youlAsking for compensation if there is any agree

55、ment on that.lExpecting no such thing will happen again. 外语教学与研究出版社外语教学与研究出版社 61Exercise: Compare the following pairs of sentences, choose the better one.l1. I have pleasure in informing you.l I am pleased to tell you. l2. Will you kindly send us a reply before the end of the month for which a stamp

56、ed envelope is enclosed?l l Will you please send a reply in the enclosed envelope before the end of the month? l3. Please do not anticipate any increase in prices.l We do not expect prices to rise. （more conciseness） (more clarity) (more conciseness) 外语教学与研究出版社外语教学与研究出版社 62l4. We are sorry that the

57、merchandise is not up to the standard and we shall gladly make an exchange. l It is not our intention to suggest that you should keep unsatisfactory merchandise, so we are willing to ask you to return it to us at once, and we will be glad to make an exchange. l5. Your letter in reply to ours of May

58、18 came this morning, and now we do not understand any more clearly your complaint than we did before.l Thank you for your Letter of May 20. In order that we may be of the greatest possible help to you, will you please tell us just what you wish us to do about the matters. (more conciseness and clar

59、ity)l(more courtesy ,concreteness and completeness)合格 外语教学与研究出版社外语教学与研究出版社 63 More Criteria and Techniques for Effective Business Writing1. Singling out your reader2. Using the readers name3. Building goodwill4. Avoid anger 外语教学与研究出版社外语教学与研究出版社 64Approaches to Organizing Business Writingl1. Directne

60、ss in Good-news and Routine Messages (deductive)l2. Indirectness in Bad-news messages (inductive)l3. Indirectness in Persuasion 外语教学与研究出版社外语教学与研究出版社 65 choose direct or indirect approach according to different messages and readers. directdirect approachapproach: : (=deductive approach) main idea com