商务英语写作概述

1、2022-5-4编辑课件1BUSINESS WRITING商务英语写作商务英语写作Course Outline2022-5-4编辑课件2Text Book商务英语写作商务英语写作(修订版)BUSINESS ENGLISH WRITING胡英坤 车丽娟 主编外语教学与研究出版社 2013.82022-5-4编辑课件3Contents1 An Overview of Business Writing2 Structure and Style of Business Letters3 Sales-related Inquiries and Replies 4 Orders and Confirmat

2、ion Letters 5 Letters about Shipment 2022-5-4编辑课件46 Letters About Payment and Settlement of Accounts 7 Routine Claims and Adjustment8 Persuasive Claims and Refusals 9 Sales Letters 10 Invitation and Thank-you Letters2022-5-4编辑课件511 Letters of Apology and Congratulation12 Notice and Announcement 13 M

3、emos and Minutes 14 Preparing resumes15 Letters of Application2022-5-4编辑课件616 Letters of Recommendation17 Proposals18 Organizing and Preparing Reports19 Questionnaires20 Business Agreements2022-5-4编辑课件7BUSINESS WRITING商务英语写作商务英语写作An Overview of Business WritingUnit 12022-5-4编辑课件8Why to improve writi

4、ng skills？nThe ability to write effectively is a valuable business asset.nThree reasons: 1) business is transacted in writing; 2) writing effectively helps increase company sales and profit; 3) proficiency in writing gives a personal advantage 2022-5-4编辑课件9Tasks of this chapter. Functions of Busines

5、s Writing. Criteria for Effective Business Writing. Modern Changes. Basic Patterns of Writing 2022-5-4编辑课件10nEvery business message is designed to achieve a specific business objective. Its success depends on what it says and to what extent it induces a favorable response from the reader.2022-5-4编辑课

6、件11I. Functions of Business WritingBusiness writing has three functions: nTo informnTo influencenTo entertain2022-5-4编辑课件12To informnMessages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the business.ne.g. explain instructions to employe

7、es, announce meetings and procedures, acknowledge orders, accept contracts for services, etc. 2022-5-4编辑课件13nThe 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 content.2022-5-4编辑课件14To influencenA bu

8、siness message must also influence the readers attitudes and actions. ne.g. letters promoting a product or service and seeking support for ideas and worthy causes presented to supervisors, stockholders, customers/clients, and others.2022-5-4编辑课件15To entertainnTo secure the desired response, it is ne

9、cessary to have an adequate knowledge of the English language and an understanding of human nature. nThe writer should have an acquaintance with the particular interest and, if possible, the emotions of the reader. 2022-5-4编辑课件16nIt seems easy enough, for example, to ask payment of a bill, but it is

10、 quite difficult to secure payment without offending the reader and losing his or her future patronage.nNo communication is wholly successful unless it retains the readers goodwill.2022-5-4编辑课件17Functions of Business Writing(1) To inform convey informationexplain instruction, announce meetings and p

11、rocedures, acknowledge orders, accept contract(2) To influence affect the readers attitudes and actions(3) To entertain retain the readers goodwill2022-5-4编辑课件18Criteria for Effective Business WritingnSuccessful business message: (1) the receiver interprets the message as the sender intended it (2)

12、it achieves the senders purposes.2022-5-4编辑课件19II. Criteria for Effective Business Writing 6/7CsnCourtesy nCorrectnessnConcisenessnConsiderationnClaritynConcretenessnCompleteness2022-5-4编辑课件20CourtesyBeing very polite, even in asking the addressee to pay back the debts or refusing his demands, your

13、letter still 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 not to the client explaining why.2022-5-4编辑课件21

14、nGoodwill Effects: friendly, courteous things that make relations between people enjoyable.2022-5-4编辑课件22Example 1nDear Sirs, we are sorry you have misunderstood us. ()nDears Sirs, we are sorry we didnt make ourselves clear. ()nWe cannot understand why you have had trouble with these articles. ()nWe

15、 presume that there must be some reasons for you having trouble with these articles. ()2022-5-4编辑课件23nI write to send my congratulations.nCongratulations to you on your promotion!nWe wont be able to send you the brochure this month.nWe will send you the brochure next month.2022-5-4编辑课件24nYour letter

16、 is not clear at all. I cant understand it.nIf I understand your letter correctly (tactful)2022-5-4编辑课件25nUsing your-viewpoint -a technique for building goodwill -emphasizes the readers interest and concerns.2022-5-4编辑课件26 Different Attitudes We/I attitude You attitudenA large sale of our products w

17、ill make our company more profitable.nWe are in need of fund and you must pay nWe can not offer you any refund nObviously you forget telling us the colornA good sale of the products will benefit you.nTo maintain your excellent credit, please remitnYou could obtain a refund if nPlease indicate your c

18、hoice of color2022-5-4编辑课件27Examples of You-attitude nWe-view point 1. I am happy to report 2. We are please to have your new account 3. We make Willet razor in three weightslight, medium, and heavy.nYou-view point 1. You will happy to know 2. Your new charge account is now open for your convenience

19、 . 3. So that you can choose the one razor that is just right for your beard, Willet makes razors for you in three weightslight, medium, and heavy.2022-5-4编辑课件28nTaking a positive tone2022-5-4编辑课件29nProject a Positive, Tactful ToneChapter 32022-5-4编辑课件30Project a positive , tactful tone (1) n1. Stat

20、e ideas using positive language Speak of what can be done instead of what cannot be done, of the pleasant instead of the unpleasant Positive words make messages more diplomatic and promote positive human relation Think of examples of negative language you have heard that could be easily be stated us

21、ing positive words. 2022-5-4编辑课件31nDont forget to submit your report nWe cant ship your goods untilnYou neglect to indicate the specification 1. State ideas using positive language nRemember to submit nYou will receive your goods nPlease send the complete specification 2022-5-4编辑课件32Negative attitud

22、e Positive attitudenWe cannot deliver your order on schedule because of the earthquake.nNow that we are short of funds, we have to put the proposed project aside. nWe will deliver your order when the road resumes to traffic. nIf we solve the financial problem, we will start the project.2022-5-4编辑课件3

23、32. Avoid using second person when stating negative ideas nYou made numerous mistakes on this page. nYou keyed a perfect copy. ( preferred) This page contain numerous mistakes. ( preferred) 2022-5-4编辑课件343. Use passive voice to convey negative ideasnSuburo did not proofread this proposal carefullynS

24、uburo completed the job two months behind the schedule nSuburo completed the job two months ahead of the schedule nThe proposal was not proofread carefully nThe job was completed two months behind the schedule nThe job was completed two months ahead of the schedule2022-5-4编辑课件354. Use the subjunctiv

25、e moodnNegative I cannot accept the recommendation I am not able to accept your invitation nSubjunctive Mood I wish I could accept the recommendation I could accept your invitation if I were to cancel my meeting on 2022-5-4编辑课件365. Include a pleasant statement in the same sentencenYour personal rati

26、ngs for communication ability were satisfactory.nYour personal ratings for communication ability were satisfactory, but your rate for technical competence was excellent.2022-5-4编辑课件37nBeing conversational 编辑课件Conversational languageDull and stiffnPlease be advised that your should sign the form befo

27、re the 1st.nKindly advise at an early date.nI herewith hand you 1.Thanking you in advance Conversational nPlease sign the form before the 1st.nPlease let me know soon.nHere is 1.Ill sincerely appreciate2022-5-4编辑课件39CorrectnessnCorrect grammar, punctuation and spelling are basic requirements for bus

28、iness writing, In addition, correctness means choosing the correct level of language, and using accurate information and data.2022-5-4编辑课件40Example 2nEnclosed is the copy of receipt. ()nEnclosed is a copy of the receipt. ()nI am looking for another sales channels. ()nI am looking for other sales cha

29、nnels. ()2022-5-4编辑课件41nA. with pronouns. Our competitors were most successful than ours. (us)nB. with adjectives. The two first ( first two) items are not available.2022-5-4编辑课件42nC. with article. We are interested in same. (the same)nD. with verbs. Neither of the offers are (is) acceptable. A bloc

30、k of flats are (is) being built.2022-5-4编辑课件43nE. with adverbs. We had a quite (quite a) successful meeting.nF. with conjunctions. He not only built (built not only) houses, but also flats.2022-5-4编辑课件44nG. with participles While studying the report, the telephone rang. (insert “I was” between while

31、 and studying) While I was studying the report, the telephone rang.nSpecial attention should also be paid to names of article, specifications, quantity, figures, units, etc.编辑课件2022-5-445Avoid Sentence FaultsSee the following examples:nAvoid fragments (不完整的句子不完整的句子). nAvoid comma splices（逗号拼接句）（逗号拼接

32、句）.nAvoid run-on sentences（连写句）（连写句）. nEliminate misplaced elements.nEliminate dangling modifiers(垂悬修饰语垂悬修饰语) . 编辑课件2022-5-446Avoid fragmentsnA sentence fragment lacks either a subject (Actor) or verb (Action). nMy research report in business communication took a long time to prepare. And turned out

33、 badly.nMy research report in business communication took a long time to prepare, but it turned out badly.编辑课件2022-5-447Avoid comma splicesnA comma splice results when two sentences are incorrectly joined or spliced together with a comma. nProfits were down in 2005, the Board blamed the recession.nP

34、rofits were down in 2005. The Board blamed the recession.编辑课件2022-5-448Avoid run-on sentencesnA run-on sentence joins two complete thoughts without proper punctuation. nEmployees want to keep their jobs they will work hard for promotions.nEmployees want to keep their jobs. They will work hard for pr

35、omotions.编辑课件Eliminate misplaced elementsnWe have taken the check to the bank , which was unsigned. nThe three year budgets are being returned to the strategic planning committee, which have some serious defects.nWe have taken the check which was unsigned to the bank.nThe three year budgets, which h

36、ave some serious defects, are being returned to the committee.编辑课件Eliminate dangling modifiersnTo create that bar chart, the information must be keyed into a spreadsheet (电子数据电子数据表表)file.nAlthough tied up, the feasibility report had to be completed.nTo create that bar chart, you must key the informa

37、tion into a spreadsheet file.nAlthough she was tied up, Sonia had to complete the feasibility report.2022-5-4编辑课件51ConcisenessnEffective writing is conciseeach word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy.

38、 nConciseness will give emphasis to your message.Time is money.2022-5-4编辑课件52Communicate concisely 1. Eliminate redundancies Redundancy: a phrase in which one word unnecessarily repeat an idea contained in an companying word. e. g. exactly identical, past history, advance forward, brief summary, hon

39、est truth, hot water heater 2022-5-4编辑课件53Communicate concisely(2) 2. Use active voice to reduce the number of words 3. Include only essential information 4. Eliminate clichs that are often wordy and not necessary to understand the message5. Do not restate ideas that are sufficiently implied 6. Use

40、suffixes or prefixes 7. Use compound adjectives 2022-5-4编辑课件54Example 3nWe do not anticipate any increase in prices in the near future. (Poor)nWe do not expect prices to rise soon. (Better)nOwing to the fact that your competitors price is much lower than yours, we cannot accept your offer. (Poor)nBe

41、cause your competitors price is much lower than yours, we cannot accept your offer. (Better)2022-5-4编辑课件55Shorten wordy expressions.nWe have begun to export our machines to countries abroad.nWe have begun to export our machines .2022-5-4编辑课件56Use words to replace phrases or clauses.nIn the event tha

42、t you speak to Mr Wood in regard to production, ask him to give consideration to the delivery schedule.nIf you speak to Mr Wood about production, ask him to consider the delivery schedule.2022-5-4编辑课件57nWe require furniture which is of the new type.nWe require new-type furniture.2022-5-4编辑课件58Exampl

43、e Cluttering wordsnAt the present timenFor the purpose ofnFor the reason thatnAn accordance withnIn the near futurenIn view of the fact thatConcise substitutionsnNownFornSince, becausenBynSoonnSince, because2022-5-4编辑课件59Example Cluttering wordsnOn the basisnOn the occasion ofnWith a view tonWith re

44、gard to, with reference tonPrior toConcise substitutionsnBynOnnTonAboutnbefore2022-5-4编辑课件60Surplus wordsnThere are five rules that should be observed.nFive rules should be observed.nIn the period between June and August they found the error.nBetween June and August they found the error.2022-5-4编辑课件

45、61Repetition nIt came at a time when we were busy.nIt came when we were busy.nJewelry depreciate in value slowly.nJewelry depreciate slowly.nIt will cost a sum of $130.nIt will cost $130.2022-5-4编辑课件62nHe asked about a certain person by the name of Bill Jones.nHe asked about a person by the name of

46、Bill Jones.nWe met in the city of Columbus that year.nWe met in Columbus that year.nThe cellphone sells for the price of $79.99.nThe cellphone sells for $79.99.2022-5-4编辑课件63nOur new model is longer in length than the old one.nOur new model is longer than the old one.nThe consensus of opinion is tha

47、t the tax is unfair. nThe consensus is that the tax is unfair.2022-5-4编辑课件64ClaritynClarity 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. nShort, familiar words and simple, short sentences r

48、ather than long, difficult words and complex and long sentences are better for this purpose.Time is money.2022-5-4编辑课件65Example 4nThey have a decided advantage in regard to freight. (Poor)nThey have a decided advantage in regard to freight charges (运费运费). (Better)nThey informed Messrs. Smith and Ric

49、hardson that they would receive an answer in a few days. (Poor)nThey informed Messrs. Smith and Richardson that the latter would receive an answer in a few days. (Better)货运；运费；船货 2022-5-4编辑课件66freight freit n. n1. goods carried by a large vehiclen2. transporting goods commercially at rates cheaper t

50、han express ratesn3. the charge for transporting something by common carrier we pay the freight the freight rate is usually cheaper 2022-5-4编辑课件67nThe ship stopped here to take in freight. 这艘船在这里停泊装货装货。nPlease quote us prices including insurance and freight to Vancouver. 请报包括到温哥华的保险和运费运费的价格。nFrance

51、derives 16% of revenue from air freight. 法国国家税收的16%来自于航空货运货运。2022-5-4编辑课件68ConcretenessnYour 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 or acceptance, etc.2022-5-4编辑课件69Exampl

52、enOur apples are excellent.nOur apples are juicy, crispy and tender. (Concrete)nSmithton Company is our big buyer.nSmithton Company did more than one million USD worth of business with us in 2005. (Concrete)2022-5-4编辑课件70nThese brakes can stop a car within a short distance.nThese Goodson power brake

53、s can stop a 2-ton car within 24 feet.nA decision has been made to set up an office in Osaka.nThe board of directors decoded to set up an office in Osaka.2022-5-4编辑课件71CompletenessnInclude all the necessary information and data in the message because information and data can help senders get receive

54、rs responses and achieve desired objectives. An incomplete message may result in:nincreased communication costs;nloss of goodwill, sales, and valued customers;ncost of returning goods;nwasted time trying to make sense out of the incomplete message.2022-5-4编辑课件72Example 6nSuppose you are writing a le

55、tter to your supplier telling him that his goods were not delivered on time. What kind of information should you include in your letter? 2022-5-4编辑课件73Complete messagenReminding him of his promise of timely delivery.nWhat losses has this caused you?nAsking for compensation if there is any agreement

56、on that.nExpecting no such thing will happen again.2022-5-4编辑课件74III. Modern ChangesnGoodwill Effects: friendly, courteous things that make relations between people enjoyable.n Other Effects: persuasion/ emphasis/ downplay 2022-5-4编辑课件75Suggestions:1. Conversational style2. Informal style3. Avoid th

57、e old language of business4. You-viewpoint (you-attitude)* Avoid insincerity 2022-5-4编辑课件76suggestions5. Accent on positive language6. Singling out your reader7. Using the readers names8. Avoid anger2022-5-4编辑课件77IV. Basic Patterns of WritingnDirectness in Good-news and Routine Messages (deductive a

58、pproach)nIndirectness in Bad-news messages and persuasion or sales letters (inductive approach)演绎法演绎法 归纳法归纳法 直接法间接法2022-5-4编辑课件78Directness in WritingThree parts:1）begin with the major idea, 2）provide supporting details after the main idea3）end with goodwill.2022-5-4编辑课件79 Dear Mr. Johnson, Will you

59、 do George Baryon and me the favor of providing an evaluative report on him? He is an assistant shipping clerk with you, who wants to manage a branch for us. He has authorized this inquiry. How well does he know packing and hauling techniques? How do you judge his administrative ability to run an of

60、fice of one secretary and a work force of five? What is your appraisal of his ability to meet customers and generally build goodwill with the community? As a final question, is there anything else you can tell me that might indicate whether Mr. Baryon is the right person for our job? I will be grate