商务英语写作的原则优制材料

1、 外语教学与研究出版社外语教学与研究出版社 business writing 1行业材料 外语教学与研究出版社外语教学与研究出版社 chapter 1 an overview of business writing商务写作概述商务写作概述2行业材料 外语教学与研究出版社外语教学与研究出版社 lead-in questionswhat is business communication?can you name some ways to communicate people in a business setting?business communication is a process of

2、exchanging information and ideas in a business setting.3行业材料 外语教学与研究出版社外语教学与研究出版社 nonlinguisticeye contactphysical appearancefacial expressionsspace and distancegesturepostureforms of business communication4行业材料 外语教学与研究出版社外语教学与研究出版社 linguistice-mailslettersmemostelephone callsconversationfaxesnotesv

3、oice mailsreportsproposalsminutesforms of business communicationweb5行业材料 外语教学与研究出版社外语教学与研究出版社 why 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 of business.l2) effective business

4、 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 for business success.6行业材料 外语教学与研究出

5、版社外语教学与研究出版社 functions of business writing1.to inform2.to influence/persuade3.to entertain7行业材料 外语教学与研究出版社外语教学与研究出版社 to 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 th

6、e receiver understand a body of information and concentrate on the logical presentation of the content.8行业材料 外语教学与研究出版社外语教学与研究出版社 to influence/persuadel in addition to providing information, a business message must also influence the readers attitudes and actions. 9行业材料 外语教学与研究出版社外语教学与研究出版社 to enter

7、tainl to secure the desired response, it is necessary to have an adequate knowledge of the english language and an understanding of 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 un

8、less it retains the readers goodwill.10行业材料 外语教学与研究出版社外语教学与研究出版社 l business people cant afford paying a personal visit each time they want to transact business in various parts of the world, instead, they make phone calls, write letters, send faxes, or e-mails.l writing is important for understandin

9、g and formal confirmation and as a source for later reference.l in order to achieve good communication, we should consider the following “six cs principles”.lcourtesy, correctness, conciseness, clarity, concreteness, completenesscriteria for effective business writing11行业材料 外语教学与研究出版社外语教学与研究出版社 lcou

10、rtesy lcorrectnesslconcisenesslclaritylconcretenesslcompletenesssix cs principles （6c原则）12行业材料 外语教学与研究出版社外语教学与研究出版社 1. courtesy （礼貌）l special attention should be devoted to assuring the courtesy of business communication. it means treating people with respect and friendly human concern.l it is a pos

11、itive 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 and appreciative, and answer letters promptly.13行业材料 外语教学与研究出版社外语教学与研究出版社 courtesyv being very po

12、lite, 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 usually be sent on the same day. if it is impossible for you to give a prompt reply in detail

13、on the same day, you should write a short note to the client explaining why.14行业材料 外语教学与研究出版社外语教学与研究出版社 example 1ldear 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 presum

14、e that there must be some reasons for you having trouble with these articles. 15行业材料 外语教学与研究出版社外语教学与研究出版社 courtesylthe following are ways to make your writing be courteous:l1) use proper expressionslthanks, when others do favor for youlplease, when you ask for something from otherslsorry, when you c

15、annot satisfy others request16行业材料 外语教学与研究出版社外语教学与研究出版社 courtesyl2) use positive words and expressions instead of negative words and expressionslcompare: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

16、you next week.(ng)(ng)17行业材料 外语教学与研究出版社外语教学与研究出版社 courtesyl3) write naturally and sincerelylcompare:lplease be good enough to advise us. lplease tell us.li had hoped that a favorable consideration on your request could be possible. li am sorry we cannot approve your request.(ng)(ng)18行业材料 外语教学与研究出版社

17、外语教学与研究出版社 courtesyl4) use “you approach” (reader-oriented)lcompare:lwe will accept bids until june 10.lyou may submit a bid(投标）until june 10.l (reader-oriented)lplease accept our apologies for the delay.lwe hope you have not been seriously inconvenienced by the delay. l(reader-oriented)19行业材料 外语教学与

18、研究出版社外语教学与研究出版社 the ways to get courtesyl1) use proper expressionsl2) use positive words and expressions instead of negative words and expressionsl3) write naturally and sincerelyl4) use “you approach” (reader-oriented)20行业材料 外语教学与研究出版社外语教学与研究出版社 correctness （正确）（正确）lcorrect grammar, punctuation and

19、 spelling are basic requirements for business writing, in addition, correctness means choosing the correct level of language, and using accurate information and data.21行业材料 外语教学与研究出版社外语教学与研究出版社 how to get correctness?l1) choose the right form for different kinds of writingl2) verify(核实）spellingl3) s

20、elect correct words or phrasesl4) insert appropriate punctuationl5) the right forml6) accurate reliable figures22行业材料 外语教学与研究出版社外语教学与研究出版社 choose relative formality for different types of writing. proposals 意向书 reports 报告 minutes 会议记录 letters 书信 faxes 传真 voice mails 语音邮件 e-mails 电邮 phone calls 电话 me

21、mos 备忘录 notes 摘记，笔记 formal informal23行业材料 外语教学与研究出版社外语教学与研究出版社 correctnesslcompare:lanyone can learn to type.lany one of us can learn to type.l“the navy,” says captain michel stern, “will have more missile carriers.”lthe navy says captain michel stern will have more missile carriers.导弹运载器 24行业材料 外语教

22、学与研究出版社外语教学与研究出版社 examples: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 channels. l sales channels 销售渠道销售渠道()()()()25行业材料 外语教学与研究出版社外语教学与研究出版社 conciseness （简洁）（简洁）l

23、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 to write and read, business people put a high premium on conciseness in business me

24、ssages. conciseness will give emphasis to your message.注重26行业材料 外语教学与研究出版社外语教学与研究出版社 concisenessl1) shorten wordy expressionslcompare:lwe have begun to export our machines to countries abroad. lwe have begun to export our machines.lfor the amount of $320 you can buy the motor. lfor $320 you can buy

25、the motor.(ng)(ng)27行业材料 外语教学与研究出版社外语教学与研究出版社 concisenessl2) 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 schedule. l(ng) lif you speak to mr. mood about production, ask him to consider

26、 the delivery schedule.交货日期28行业材料 外语教学与研究出版社外语教学与研究出版社 examples: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 lower than yours, we cannot accept your offer. lbecause your competitors pric

27、e is much lower than yours, we cannot accept your offer. l (better)(poor)(poor)(better)29行业材料 外语教学与研究出版社外语教学与研究出版社 clarity （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 writings totally understood with just one reading. sho

28、rt, familiar words and simple, short sentences rather than long, difficult words and complex and long sentences are better for this purpose.30行业材料 外语教学与研究出版社外语教学与研究出版社 claritylthe following are some ways to help achieve clarity:l1) use simple, short words and simple sentence structurelcompare: after

29、 subsequentl large substantiall during in the course of l we enclose enclosed please find31行业材料 外语教学与研究出版社外语教学与研究出版社 clarityl2) avoid using words with different meaningslcompare: lwe shall take a firm line with the firm. l(ng)lwe shall take a strong line with the firm.32行业材料 外语教学与研究出版社外语教学与研究出版社 cla

30、rityl3) 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.33行业材料 外语教学与研究出版社外语教学与研究出版社 clarityl4) use active voicelcompare:la fax was sent by us yesterday. l (ng)lwe sen

31、t you a fax yesterday.lthe salary increase was received by all employees. l (ng)lall employees received the salary increase.34行业材料 外语教学与研究出版社外语教学与研究出版社 how to get clarity?l1) use simple, short words and simple sentence structurel2) avoid using words with different meaningsl3) put together words with

32、 close relationl4) use active voiceattention: clarity doesnt mean to shorten the sentence but to offer the essential information in short form.35行业材料 外语教学与研究出版社外语教学与研究出版社 examples:lthey have a decided advantage in regard to freight. lthey have a decided advantage in regard to freight charges (运费运费).

33、 货物，运费(poor)(better)明显优势 36行业材料 外语教学与研究出版社外语教学与研究出版社 lthey informed messrs. smith and richardson that they would receive an answer in a few days. lthey informed messrs. smith and richardson that the latter would receive an answer in a few days. mesz法法pl.；(=messieurs)各位各位(先先生生) (poor)(better)37行业材料 外

34、语教学与研究出版社外语教学与研究出版社 concreteness (具体）具体）l your writing should be vivid, specific and definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer（出价） or acceptance, etc.l you must make sure your letter contains all the information

35、your reader needs to act upon（按照，遵循), avoid incomplete information.38行业材料 外语教学与研究出版社外语教学与研究出版社 concretenessl1) using concrete modifierslcompare:li need the printout as soon as possible. l(ng)li need the printout by 3 p.m. today.39行业材料 外语教学与研究出版社外语教学与研究出版社 concretenessl2) avoiding opinions or general

36、izationslcompare: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.40行业材料 外语教学与研究出版社外语教学与研究出版社 examplelour apples are excellent.lour apples are juicy, crispy and tender. l(concr

37、ete)lsmithton company is our big buyer.lsmithton company did more than one million usd worth of business with us in 2005. l(concrete)41行业材料 外语教学与研究出版社外语教学与研究出版社 completenessl include all the necessary information and data in the message because information and data can help senders get receivers res

38、ponses and 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.42行业材料 外语教学与研究出版社外语教学与研究出版社 example:lsuppose you are wr

39、iting a letter to your supplier telling him that his goods were not delivered on time. what kind of information should you include in your letter? 43行业材料 外语教学与研究出版社外语教学与研究出版社 complete messagelreminding him of his promise of timely delivery.lwhat losses has this caused you?lasking for compensation if

40、 there is any agreement on that.lexpecting no such thing will happen again.44行业材料 外语教学与研究出版社外语教学与研究出版社 exercise: 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

41、month for which a stamped 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)45行业材料 外语教学与研究出版社外语教学与研究出版社 l4. we are sorry that the merchandise(商品，货物） is not up to the standard and we shall gladly make an exchange.l 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