商务英语写作第二章

1、Chapter 2 Structure and Styles of Business Letters Structure of Business Letters Styles of Business LettersEnvelope AddressingExercises Part One Part Two Part Three Part FourContentsStructure1. letterhead 信头 2. date line 日期3. inside name and address 封内名称和地址4. salutation 称呼5. body of the letter 信文6.

2、complimentary close 结尾敬语7. signature 签名A business letter usually includes 14 parts:Essential PartsStructure8. attention line 具体(指明)收信人9. subject line 事由/主题行10. reference notation/number案号11. Reference initials 打字员姓名缩写12. enclosure/attachment 附件13. carbon copy notation 抄送14. postscript 附言A business l

3、etter usually includes 14 parts:Optional PartsIECletterheaddateReference numberInside addressattentionsalutationSubject lineBody Complimentary closesignatureenclosureCopy notationpostscriptStructureHeading refers to the name and address of the sender.Contents: Generally, a letterhead will include th

4、e company logo or trademark, companys name, address, postal code,telephone number, fax number and email address, and the web address if available. Location: top Address order: small to larger one LetterheadStructureLetterhead -A UK address: Air Environmental MechanicalEquipment Limited2076 West Main

5、 StreetDevon, EX14 0RAU.K. Company nameNumberstreetcityPostal codecountryStructure英文地址的书写应遵循从小到大的原则。英文地址的书写应遵循从小到大的原则。楼楼Fl.4/ 号码号码No.5 /弄弄Alley 15或巷或巷Lane 10或段或段Section 4或街或街xxx Street或或xxx RoadCity/ Province/ CountryLetterhead地址中的标点符号需正确使用。当前的习惯做法是，行末一般不加标点符号，但行中间该加标点的地方，还是不应省略。门牌号码与街道名称之间不加标点，但是在城

6、市与国家名称之间必须用逗号分开。Page23StructureLetterhead宁波市慈溪进出口股份有限公司地址：慈溪市寺山路269号 邮编：315300电话： +86-574-63891000 传真：+86-574-63813763 E-mail: Website: http:/ China Ningbo Cixi Import and Export Corporation Add: 269 Sishan Road , Cixi, Ningbo, Zhejiang, China P. C.: 315300Tel: +86-574-63891000 Fax: +86-574-63813763

7、E-mail: Website: http:/ StructurePurpose: to facilitate filing of the letter and link it with previous correspondenceLocation: below the last line of the letterhead Form: in short form as “Our ref. : ” for the senders reference;“Your ref. :” for the recipients Reference notation/number StructureLoca

8、tion: below the last line of the letterhead “In business letters, the date line is very important. You can decide from the date line whether an order is fulfilled, a contract or an agreement is in effect, or a bill is paid.”DateStructure2 ways in writing the date: British (Day/Month/Year). American

9、(Month/Day/Year) For example: 17(th) March, 2016 (English way) March 17(th), 2016 (American way) Date02/01/03Structure写日期时务必注意以下各点： 年份必须用阿拉伯数字写全，不能用02代替2002。 月份要用英文拼写，可全拼也可采用标准的简写。May, June, July 不能简写。 日期可用基数词(cardinal numbers)也可用序数词(ordinal numbers) 在年份前面必须用逗号隔开，但在月份和日期之间不能用逗号隔开。May 20, 2003 写信日期（D

10、ate）不能全部用数字表示，如 5/4/2003，这样写容易引起误解DateStructureContents:Receivers name or his/her official title;Companys name;Number of the house and name of the street;District, name of the town or city;State or province, ZIP code;Name of country. Location: at the left marginInside name and addressStructure致某公司：M

11、essrs. Lake Kane Co.，Ltd.66 Martins LaneLondon EC3V 7BHInside name and address致公司中某职位：The ManagerEagle Press Inc.66 Martins LaneLondon EC3V 7BH致公司某人：Mrs. Jutta BrownEagle Press Inc.66 Martins LaneLondon EC3V 7BH mesz (used as the plural of Mr before a list of names and before names of business compa

12、nies)StructureNOTE: 由于不同国家书写地址的习惯不同，收件人地址应按照对方公司信纸中的信头书写，切勿擅自更改。写国际地址时，不要忘记在最后一行写上国家名.Inside name and addressStructureIf the letter is urgent, and the writer wishes an organization to direct it to a particular member, the attention line is used. However, if you know an individuals complete name, it

13、is always better to use it as the first line of the inside address and avoid an attention line. Position: between the inside address and salutationAttention lineStructure Use normal, caps or underline A colon or dash may or may not follow the word “attention”. e.g. ATTENTION: SALES MANAGER Attention

14、Marketing Director Attention of Advertising Manager For the attention of Marketing Manager Attention Mr. Lawrence WagnerAttention lineStructureLocation: two lines below the last line of the inside address or the attention line (if used); It is typed flush with left margin (blocked and modified block

15、)Punctuation: It is followed by a comma or a colon It can omit any punctuation, if so the complimentary needs noneSalutatione.g.Dear Andy,Dear Mrs. BreedloveLadies and Gentlemen:StructureSalutationFirst nameGiven nameMiddle namefamily namesurnamelast nameEnglish nameStructureIts form depends upon th

16、e writers relationship with the receiver. Dear Sir/Dear Sirs/Gentlemen/Ladies: (to the unknown and very formal) Dear Mr./Mrs/Miss/Ms Johnson: (only surname, semi formal) Dear Messrs/Mmes. Johnson: (2 or more Men/women with the same surname.)SalutationStructureIts form depends upon the writers relati

17、onship with the receiver. Dear Dr. Woods: (professional title used ) Dear Customer: (to a group of the same status) Dear Purchasing Agent: (the unknowns professional title) Dear Kim: (first name, very informal)SalutationPage24StructurePurpose: a brief phrase to describe the content of a letter; help

18、 identify the subject of the letterlet the receiver know the exact basic content quickly.Type: often underlined or typed in capitals.Position: 2 lines below the “salutation”Form: writing directly, adding “subject” or “Re:”Subject lineStructuree.g.Proposed Delay of the DeliverySubject: Proposed delay

19、 of the deliveryRe: Proposed delay of the deliverySALE CONTRACT NO. 234 （capitalized）Subject lineStructureThis is the most important part of a letter in which the writer convey real information.Position: begins with one or two lines under the salutation. Format: Most business letters are single-spac

20、ed with double line spacing between paragraphs.(每一段内采用单倍行距，段与段之间采用双倍行距)Very short messages may be double-spaced with indented paragraphs.BodyStructureBefore you write, consider the following 2 points:What is the purpose to write this letterHow to present the letter in the best way Content: the body

21、of a business letter typically has 3 paragraphsThe opening paragraph is to give an introduction of the letter;The middle paragraph is to discuss the details of the transaction;The closing paragraph is to end the letter in a way of summation, further request or suggestion.BodyStructurePurpose: to bri

22、ng the letter to an end in a polite way Position: two lines under the “body”, and it may be written at the left side of this line or at the right side of this line. Form: Capitalize only the first word in the complimentary close, and follow all phrases with a comma.Complimentary CloseStructureCompli

23、mentary CloseStyle Salutation Complimentary Closes Very Formal My dear Sir/ Madam, Respectfully/Respectfully yours, FormalDear Sir/ Madam,Gentlemen/Sirs, Yours truly,Yours faithfully, (British usage) Less Formal Dear Mr./Mrs. Satterby, Sincerely yours, (American usage) Personal (Implying personal re

24、lation.) Dear Mr./Mrs. Grimshaw,Dear John, Cordially,Best regards, (British usage) StructurePurpose: Legal confirmation with a style and courtesy. Content: consist of 4 linesCompany nameManual signature (手写签名)Typed name （打印签名）Job titlePosition: three blank lines be left above the typed name of the a

25、uthorSignaturePage26StructureSignatureELECTRONICS LTD. Harold Jones Harold Jones managerCompany nameManual signatureTyped nameJob titleStructureIECPage26IEC: (initials, enclosures and carbon copies block) 缩写名，附件及分送标志部分缩写名，附件及分送标志部分Structuree.g. Enclosure: Sale Account Enc. (4) Enclosure (2): Packing

26、 list 装箱单 Commodity Inspection Certificate商品检验证明书EnclosurePage26StructureIECJAL: mmeEncl: 2Cc: Mr.J.CooperStructureA postscript is an add-on to a letter that goes after the IEC.Postscript Pros and ConsAdding a postscript to a business letter is a way to highlight or reinforce an important point, or

27、to add an additional detail. The logic is that you can highlight a final major selling point or benefit in your correspondence by adding it to a separate line. For example, you might say, P.S. Our solution is the only one recognized by XYZ Publication as a green solution in our industry.postscriptSt

28、ructurePostscript Pros and ConsAn ineffective P.S. line projects the impression that you didnt organize your thoughts. If the postscript is a mere afterthought and not a compelling message, it makes more sense to work it into the body of the letter. Saying, P.S. In case you didnt know, we do offer c

29、omponents for the Z81 model, sounds like a disconnected add-on.postscriptPage26Exercises1._2._3._4._5._6._7._8._9._ 10._11._12._StyleBlock styleModified block styleSimplified styleIndented style4 major business letter styles齐头式改良齐头式简化式缩进式Page27StyleStyleMixed punctuation: a colon after the salutatio

30、n and a comma after the complimentary closeOpen punctuation: no colon after the salutation and no comma after the complimentary closePunctuationPage31Senders AddressStampReceivers addressRemarksEnvelope addressingPage32Envelope addressingBlock formPage32Over Trading Co.153 Market Street London, E.C.3 China National Chemicals Imp. & Exp. Corporation Er Li Gou, Xijiao Beijing, ChinaConfidentialstampEnvelope addressingRemarks: 附