商务英语写作1概述a

1、2021-12-211BUSINESS WRITING商务英语写作商务英语写作Course Outline2021-12-212Text 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 2013.82021-12-213Contents1 An Overview of Business Writing2 Structure and Style of Business Letters3 Sales-related Inquiries and Replies 4 Orders and Confirmation Le

2、tters 5 Letters about Shipment 2021-12-2146 Letters About Payment and Settlement of Accounts 7 Routine Claims and Adjustment8 Persuasive Claims and Refusals 9 Sales Letters 10 Invitation and Thank-you Letters2021-12-21511 Letters of Apology and Congratulation12 Notice and Announcement 13 Memos and M

3、inutes 14 Preparing resumes15 Letters of Application2021-12-21616 Letters of Recommendation17 Proposals18 Organizing and Preparing Reports19 Questionnaires20 Business Agreements2021-12-217BUSINESS WRITING商务英语写作商务英语写作An Overview of Business WritingUnit 12021-12-218Why to improve writing skills？nThe a

4、bility 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 2021-12-219Tasks of this chapter. Functions of Business Writing. Criteri

5、a for Effective Business Writing. Modern Changes. Basic Patterns of Writing 2021-12-2110nEvery 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.2021-12-2111I. Functions of Bus

6、iness WritingBusiness writing has three functions: nTo informnTo influencenTo entertain2021-12-2112To 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 employees, announce meetings an

7、d procedures, acknowledge orders, accept contracts for services, etc. 2021-12-2113nThe 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.2021-12-2114To influencenA business message must also inf

8、luence 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.2021-12-2115To entertainnTo secure the desired response, it is necessary to have an adequate kn

9、owledge 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. 2021-12-2116nIt seems easy enough, for example, to ask payment of a bill, but it is quite difficult to secure payme

10、nt without offending the reader and losing his or her future patronage.nNo communication is wholly successful unless it retains the readers goodwill.2021-12-2117Functions of Business Writing(1) To inform convey informationexplain instruction, announce meetings and procedures, acknowledge orders, acc

11、ept contract(2) To influence affect the readers attitudes and actions(3) To entertain retain the readers goodwill2021-12-2118Criteria for Effective Business WritingnSuccessful business message: (1) the receiver interprets the message as the sender intended it (2) it achieves the senders purposes.202

12、1-12-2119II. Criteria for Effective Business Writing 6/7CsnCourtesy nCorrectnessnConcisenessnConsiderationnClaritynConcretenessnCompleteness2021-12-2120CourtesyBeing very polite, even in asking the addressee to pay back the debts or refusing his demands, your letter still should be very mild and tac

13、tful.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.nGoodwill Effects: friendly, courteous things that mak

14、e relations between people enjoyable.2021-12-21212021-12-2122Example 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 presume that there must be some reasons for

15、 you having trouble with these articles. ()2021-12-2123nI 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.2021-12-2124nYour letter is not clear at all. I cant understand it.nIf I

16、 understand your letter correctly (tactful)nUsing your-viewpoint -a technique for building goodwill -emphasizes the readers interest and concerns.2021-12-21252021-12-2126 Different Attitudes We/I attitude You attitudenA large sale of our products will make our company more profitable.nWe are in need

17、 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 choice of color2021-12-2127Examples of You-attitude n

18、We-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 . 3. So that you can choose the one razor that is jus

19、t right for your beard, Willet makes razors for you in three weightslight, medium, and heavy.nTaking a positive tone2021-12-21282021-12-2129nProject a Positive, Tactful ToneChapter 32021-12-2130Project a positive , tactful tone (1) n1. State ideas using positive language Speak of what can be done in

20、stead 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 using positive words. 2021-12-2131nDont forget to submit your

21、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 2021-12-2132Negative attitude Positive attitudenWe cannot deliver your order on schedule bec

22、ause 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.2021-12-21332. Avoid using second person when stating negative ideas nYou mad

23、e numerous mistakes on this page. nYou keyed a perfect copy. ( preferred) This page contain numerous mistakes. ( preferred) 2021-12-21343. Use passive voice to convey negative ideasnSuburo did not proofread this proposal carefullynSuburo completed the job two months behind the schedule nSuburo compl

24、eted 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 schedule2021-12-21354. Use the subjunctive moodnNegative I cannot accept the recommendation I am not able to ac

25、cept your invitation nSubjunctive Mood I wish I could accept the recommendation I could accept your invitation if I were to cancel my meeting on 2021-12-21365. Include a pleasant statement in the same sentencenYour personal ratings for communication ability were satisfactory.nYour personal ratings f

26、or communication ability were satisfactory, but your rate for technical competence was excellent.nBeing conversational 2021-12-2137Conversational languageDull and stiffnPlease be advised that your should sign the form before the 1st.nKindly advise at an early date.nI herewith hand you 1.Thanking you

27、 in advance Conversational nPlease sign the form before the 1st.nPlease let me know soon.nHere is 1.Ill sincerely appreciate2021-12-2139CorrectnessnCorrect grammar, punctuation and spelling are basic requirements for business writing, In addition, correctness means choosing the correct level of lang

28、uage, and using accurate information and data.2021-12-2140Example 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 channels. ()2021-12-2141nA. with pronouns. Our competitors were most successful than

29、ours. (us)nB. with adjectives. The two first ( first two) items are not available.2021-12-2142nC. with article. We are interested in same. (the same)nD. with verbs. Neither of the offers are (is) acceptable. A block of flats are (is) being built.2021-12-2143nE. with adverbs. We had a quite (quite a)

30、 successful meeting.nF. with conjunctions. He not only built (built not only) houses, but also flats.2021-12-2144nG. with participles While studying the report, the telephone rang. (insert “I was” between while and studying) While I was studying the report, the telephone rang.nSpecial attention shou

31、ld also be paid to names of article, specifications, quantity, figures, units, etc.2021-12-2145Avoid 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）（逗号拼接句）.nAvoid run-on sentences（连写句）（连写句）. nEliminate misplaced elements.nEliminate dangling modi

32、fiers(垂悬修饰语垂悬修饰语) . 2021-12-2146Avoid 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 badly.nMy research report in business communication took a long time to prepare, but it turne

33、d out badly.2021-12-2147Avoid 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.nProfits were down in 2005. The Board blamed the recession.2021-12-2148Avoid run-on sentencesnA ru

34、n-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 promotions.Eliminate misplaced elementsnWe have taken the check to the bank , which was unsigned. nT

35、he 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 have some serious defects, are being returned to the committee.Eliminate dangling modifiersnTo create t

36、hat 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 information into a spreadsheet file.nAlthough she was tied up, Sonia had to complete the feasibility report.2021-

37、12-2151ConcisenessnEffective writing is conciseeach word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. nConciseness will give emphasis to your message.Time is money.2021-12-2152Communicate concisely 1. Eliminat

38、e 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, honest truth, hot water heater 2021-12-2153Communicate concisely(2) 2. Use active voice to reduce the number of w

39、ords 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 suffixes or prefixes 7. Use compound adjectives 2021-12-2154Example 3nWe do not anticipate any increase in price

40、s 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)nBecause your competitors price is much lower than yours, we cannot accept your offer. (Better)2021-12-2155Shorten wo

41、rdy expressions.nWe have begun to export our machines to countries abroad.nWe have begun to export our machines .2021-12-2156Use words to replace phrases or clauses.nIn the event that you speak to Mr Wood in regard to production, ask him to give consideration to the delivery schedule.nIf you speak t

42、o Mr Wood about production, ask him to consider the delivery schedule.2021-12-2157nWe require furniture which is of the new type.nWe require new-type furniture.2021-12-2158Example Cluttering wordsnAt the present timenFor the purpose ofnFor the reason thatnAn accordance withnIn the near futurenIn vie

43、w of the fact thatConcise substitutionsnNownFornSince, becausenBynSoonnSince, because2021-12-2159Example Cluttering wordsnOn the basisnOn the occasion ofnWith a view tonWith regard to, with reference tonPrior toConcise substitutionsnBynOnnTonAboutnbefore2021-12-2160Surplus wordsnThere are five rules

44、 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.2021-12-2161Repetition nIt came at a time when we were busy.nIt came when we were busy.nJewelry depreciate in value slowly.nJewelry deprec

45、iate slowly.nIt will cost a sum of $130.nIt will cost $130.2021-12-2162nHe asked about a certain person by the name of Bill Jones.nHe asked about a person by the name of 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.nT

46、he cellphone sells for $79.99.2021-12-2163nOur new model is longer in length than the old one.nOur new model is longer than the old one.nThe consensus of opinion is that the tax is unfair. nThe consensus is that the tax is unfair.2021-12-2164ClaritynClarity tells the reader exactly what he or she wa

47、nts 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 rather than long, difficult words and complex and long sentences are better for this purpose.Time is money.2021-12-2165Example 4nThey h

48、ave 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 Richardson that they would receive an answer in a few days. (Poor)nThey informed Messrs. Smith and Richardson that the latter would receive

49、 an answer in a few days. (Better)货运；运费；船货 2021-12-2166freight freit n. n1. goods carried by a large vehiclen2. transporting goods commercially at rates cheaper than express ratesn3. the charge for transporting something by common carrier we pay the freight the freight rate is usually cheaper 2021-1

50、2-2167nThe 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 derives 16% of revenue from air freight. 法国国家税收的16%来自于航空货运货运。2021-12-2168ConcretenessnYour writing should be vivid, specific and definite ra

51、ther than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer or acceptance, etc.2021-12-2169ExamplenOur apples are excellent.nOur apples are juicy, crispy and tender. (Concrete)nSmithton Company is our big buyer.nSmithton Company did more tha

52、n one million USD worth of business with us in 2005. (Concrete)2021-12-2170nThese brakes can stop a car within a short distance.nThese Goodson power brakes 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 i

53、n Osaka.2021-12-2171CompletenessnInclude all the necessary information and data in the message because information and data can help senders get receivers responses and achieve desired objectives. An incomplete message may result in:nincreased communication costs;nloss of goodwill, sales, and valued

54、 customers;ncost of returning goods;nwasted time trying to make sense out of the incomplete message.2021-12-2172Example 6nSuppose you are writing 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? 2021-12-2173C

55、omplete messagenReminding him of his promise of timely delivery.nWhat losses has this caused you?nAsking for compensation if there is any agreement on that.nExpecting no such thing will happen again.2021-12-2174III. Modern ChangesnGoodwill Effects: friendly, courteous things that make relations betw

56、een people enjoyable.n Other Effects: persuasion/ emphasis/ downplay 2021-12-2175Suggestions:1. Conversational style2. Informal style3. Avoid the old language of business4. You-viewpoint (you-attitude)* Avoid insincerity 2021-12-2176suggestions5. Accent on positive language6. Singling out your reade

57、r7. Using the readers names8. Avoid anger2021-12-2177IV. Basic Patterns of WritingnDirectness in Good-news and Routine Messages (deductive approach)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2021-12-2178Directness in WritingThree parts:

58、1）begin with the major idea, 2）provide supporting details after the main idea3）end with goodwill.2021-12-2179 Dear Mr. Johnson, Will you 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

59、 authorized this inquiry. How well does he know packing and hauling techniques? How do you judge his administrative ability to run an office 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

60、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 grateful for your answers. Of course, whatever you report will be held in close confidence.INQUIRIES ABOUT PEOPLE Dear Mr. Johnson, Will you do George Baryon and me the