商务英语写作 chapter

高等学校英语拓展系列教程主编：胡英坤车丽娟外语教学与研究出版社1精选pptChapter1AnOverviewofBusinessWriting商务写作概述2精选pptAnOverviewofBusinessWritingChapter1Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.3精选pptChapter1ContentsofthischapterI.FunctionsofBusinessWritingII.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingIII.MoreCriteriaandTechniquesforEffectiveBusinessWritingIV.ApproachestoOrganizingBusinessWriting

V.AvoidSentenceFaults(additional)AnOverviewofBusinessWriting4精选pptChapter1I.FunctionsofBusinessWritingBusinesswritinghastwofunctions:1.ToinformAnOverviewofBusinessWriting2.Topersuade5精选pptChapter11.ToinformAnOverviewofBusinessWritingMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.Thepurposeistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontents.6精选pptChapter1AnOverviewofBusinessWritingInadditiontoprovidinginformation,somebusinessmessagesalsoinfluencethereader’sattitudesandactions.2.Topersuade7精选pptChapter1II.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Courtesy2.Correctness3.Conciseness4.Clarity5.Concreteness6.Completeness8精选pptChapter1AnOverviewofBusinessWritingBeingcourtesywemeantreatingpeoplewithrespectandfriendlyhumanconcern.Courtesyusuallyinvolvesthreeaspects:

Usingyou-viewpoint

Takingapositivetone

Beingconversational1.Courtesy9精选pptChapter1AnOverviewofBusinessWritingYou-viewpointwritingemphasizesthereader’sinterestandconcerns.Itemphasizes“you”and“your”andde-emphasizes“we”and“our”.Usingyou-viewpoint1.Courtesy10精选pptChapter1AnOverviewofBusinessWriting—Alargesaleofourproductswillmakeourcompanymoreprofitable.—Agoodsaleoftheproductswillbenefityou.—Weareinneedoffundandyoumustpay…—Tomaintainyourexcellentcredit,pleaseremit…—Wecannotofferyouanyrefund…—Youcouldobtainarefundif…—Obviouslyyouforgettellingusthecolor…—Pleaseindicateyourchoiceofcolor…Examplesofusingyou-viewpoint1.Courtesy11精选pptExerciseIIonpage161.WewillbepleasedtodeliveryourorderbyMay16.3.IampleasetoinformyouthatIcangrantyourrequestforpaymentoftravelexpenses.6.wehavereceivedyourletterofMay16.YourorderwillbedeliveredbyMay16.3.Youwillbegladtoknowthatyourrequestforpaymentoftravelexpensesisgranted.6.YourletterofMay16hasbeenreceived.12精选pptChapter1AnOverviewofBusinessWritingExamplesofusingyou-viewpointWe-viewpoint1.Iamhappytoreport…2.Wearepleasetohaveyournewaccount.3.WemakeWilletrazorinthreeweights—light,medium,andheavy.Youviewpoint1.Youwillhappytoknow…2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweights—light,medium,andheavy.1.Courtesy13精选pptChapter1AnOverviewofBusinessWritingPositivewordsemphasizethepleasantaspectsthegoalandtendtoputthereaderintherightframeofmind.Negativewordstendtoproducetheoppositeeffect.TakingapositivetoneThinkofexamplesofnegativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.1.Courtesy14精选pptChapter1AnOverviewofBusinessWriting—Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)—Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)—Wewon’tbeabletosendyouthebrochurethismonth.(×)—Wewillsendyouthebrochurenextmonth.(√)—Yourletterisnotclearatall.Ican’tunderstandit.(×)—IfIunderstandyourlettercorrectly…(√)Examplesoftakingapositivetone1.Courtesy15精选pptChapter1AnOverviewofBusinessWritinga.StateideasusingpositivelanguageTakingapositivetone—

Don’tforgettosubmit

yourreport…—

Wecan’tshipyour

goodsuntil…—

Youneglecttoindicate

thespecification…—

Remembertosubmit…—

Youwillreceiveyour

goods…—

Pleasesendthecomplete

specification…1.Courtesy16精选pptChapter1AnOverviewofBusinessWritingb.AvoidusingsecondpersonwhenstatingnegativeideasTakingapositivetone—Youmadenumerousmistakesonthispage.(×)—Thispagecontainnumerousmistakes.(√)—Youkeyedaperfectcopy.(√)1.Courtesy17精选pptChapter1AnOverviewofBusinessWritingc.UsepassivevoicetoconveynegativeideasTakingapositivetone—

Suburodidnotproofreadthisproposalcarefully.—

Suburocompletedthejobtwomonthsbehindtheschedule.—

Suburocompletedthejobtwomonthsaheadoftheschedule.—

Theproposalwasnotproofreadcarefully.—

Thejobwascompletedtwomonthsbehindtheschedule.—

Thejobwascompletedtwomonthsaheadoftheschedule.1.Courtesy18精选pptChapter1AnOverviewofBusinessWritingd.UsethesubjunctivemoodTakingapositivetoneNegative—

Icannotaccepttherecommendation.—

Iamnotabletoacceptyourinvitation.subjunctivemood—

IwishIcouldaccepttherecommendation.—

IcouldacceptyourinvitationifIweretocancelmymeetingon…1.Courtesy19精选pptChapter1AnOverviewofBusinessWritinge.IncludeapleasantstatementinthesamesentenceTakingapositivetone—

Yourpersonalratingsforcommunicationabilityweresatisfactory.—

Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetence

wasexcellent.1.Courtesy20精选pptExerciseIonpage151.Unfortunately,yourordercannotbesentuntilnextweek.2.Toavoidthelossofyourcreditrating,pleaseremitpaymentwithin10days.3.YourmisunderstandingofourJanuary8lettercausedyoutomakethismistake.4.YoucannotvisittheplantexceptonSaturday.Yourordercanonlybesentnextweek.Youcanmaintainyourcreditrating,pleaseremitpaymentwithin10days.IfyouhadunderstoodourJanuary8letter,youwouldhavedoneitcorrectly.YoucanvisittheplantonlyonSaturday.21精选pptChapter1AnOverviewofBusinessWritingInagoodletteraconversationisheld.Thereadershouldbemadetoforgetthathe/sheisreadingaletter.BeingconversationalItleavesafavorableimpressiononpeople.Itisalsothelanguageweusemostandunderstandbest.1.Courtesy22精选pptChapter1AnOverviewofBusinessWritingCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting.Correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.2.Correctness23精选pptChapter1AnOverviewofBusinessWriting—Enclosedisthecopyofreceipt.(×)—Enclosedisacopyofthereceipt.(√)—Iamlookingforanothersaleschannels.(×)—Iamlookingforothersaleschannels.(√)Examples2.Correctness24精选pptChapter1AnOverviewofBusinessWriting1.withpronounsOurcompetitorsweremostsuccessfulthanours(us).2.withadjectivesThetwofirst(firsttwo)itemsarenotavailable.3.witharticleWeareinterestedinsame(thesame).Examples2.Correctness25精选pptChapter1AnOverviewofBusinessWriting4.withverbsNeitheroftheoffersare(is)acceptable.Ablockofflatsare(is)beingbuilt.5.withadverbsWehadaquite(quitea)successfulmeeting.6.withconjunctionsHenotonlybuilt(builtnotonly)houses,butalsoflats.Examples2.Correctness26精选pptChapter1AnOverviewofBusinessWriting7.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”betweenwhileandstudying)ExamplesSpecialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.2.Correctness27精选pptChapter1AnOverviewofBusinessWritingConcisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Concisenesswillgiveemphasistoyourmessage.3.Conciseness28精选pptChapter1AnOverviewofBusinessWriting1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword,suchasexactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater.Howtocommunicateconcisely?3.Conciseness29精选pptChapter1AnOverviewofBusinessWriting2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichésthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.UsecompoundadjectivesHowtocommunicateconcisely?3.Conciseness30精选pptChapter1AnOverviewofBusinessWriting—

Wedonotanticipateanyincreaseinpricesinthenearfuture.(×)—

Wedonotexpectpricestorisesoon.(√)—

Owingtothefactthatyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(×)—

Becauseyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(√)Examples3.Conciseness31精选pptChapter1AnOverviewofBusinessWritingShortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad.Exercises3.ConcisenessKey:Wehavebeguntoexportourmachines.

32精选pptChapter1AnOverviewofBusinessWritingUsewordstoreplacephrasesorclauses.1.IntheeventthatyouspeaktoMr.Woodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.2.Werequirefurniturewhichisofthenewtype.3.ConcisenessKey:1.IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.2.Werequirenew-typefurniture.Exercises33精选pptChapter1AnOverviewofBusinessWritingClaritytellsthereaderexactlywhattheauthorwantsandneedstoknow,usingwordsandaformatthatmakethewritingstotallyunderstoodwithonlyonereading.Familiarwordsandsimplesentencesratherthandifficultwordsandcomplexsentencesarepreferredforthispurpose.4.Clarity34精选pptChapter1AnOverviewofBusinessWriting—Theyhaveadecidedadvantageinregardtofreight.(×)—Theyhaveadecidedadvantageinregardtofreightcharges.(√)—TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(×)—TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(√)Examples4.Clarity35精选pptChapter1AnOverviewofBusinessWritingBusinesswritingshouldbevivid,specificandconcreteratherthanvague,generalandabstract,especiallywhenthewriterarerequiringaresponse,tryingtosolveaproblem,makinganofferoracceptance,etc.5.Concreteness36精选pptChapter1AnOverviewofBusinessWriting—

Ourapplesareexcellent.(×)—

Ourapplesarejuicy,crispyandtender.(√)—

SmithtonCompanyisourbigbuyer.(×)—

SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2015.(√)Examples5.Concreteness37精选pptChapter1AnOverviewofBusinessWriting—

Thesebrakescanstopacarwithinashortdistance.(×)—

TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.(√)—

AdecisionhasbeenmadetosetupanofficeinOsaka.(×)—

TheboardofdirectorsdecodedtosetupanofficeinOsaka.(√)Examples5.Concreteness38精选pptChapter1AnOverviewofBusinessWritingAllthenecessaryinformationanddatashouldbeincludedinthemessagebecausetheycanhelpthesendergetthereceiver’sresponsesandachievedesiredobjective.Anincompletemessagemayresultinlossofgoodwill,sales,andvaluedcustomers,andrequiresmoretimeintryingtomakesenseoutofit.6.Completeness39精选pptChapter1AnOverviewofBusinessWritingSupposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?6.CompletenessExercises40精选pptChapter1AnOverviewofBusinessWritingRemindhimofhispromiseoftimelydelivery.Key:Informhimwhatlossesthishascausedyou.Askforcompensationifthereisanyagreementonthat.Expectnosuchthingwillhappenagain.6.Completeness41精选pptChapter1III.MoreCriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Singlingoutyourreader2.Usingthereader’sname3.Buildinggoodwill4.Avoidinganger42精选pptChapter1AnOverviewofBusinessWritingTosingleoutyourreaderinaletter,youshouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment.1.Singlingoutyourreader43精选pptChapter1AnOverviewofBusinessWritingItmakesthereaderfeelthathis/heridentityasanindividualisrecognized.Useitonceortwiceintheletter,butnosooften.2.Usingthereader’sname44精选pptChapter1AnOverviewofBusinessWritingOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader.Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.3.Buildinggoodwill45精选pptChapter1AnOverviewofBusinessWritingAngerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.Theeffectofangrywordsistomakethereaderangry.Asaresult,youcanneithergetthebusinessdone,normaintaininggoodrelationships.4.Avoidinganger46精选pptChapter1IV.ApproachestoOrganizingBusinessWritingAnOverviewofBusinessWriting1.Directnessingoodnewsandroutinemessages2.Indirectnessinbadnewsmessages47精选pptChapter1AnOverviewofBusinessWritingGoodnewsorroutinemessagesfollowadirectorder—themessagebeginswiththemainidea.Topresentgoodnewsorroutinemessagesdeductively,beginwiththemajoridea,followedbysupportingdetails,andendwithgoodwill.1.Directnessingoodnewsandroutinemessages48精选pptChapter1AnOverviewofBusinessWritingAnindirectorderconsistsoffourparts:Abuffer;Thereasonssupportingthenegativedecision;Aclear,diplomaticstatementofthenegativedecision;Ahelpful,friendlyandpositiveclose.2.Indirectnessinbadnewsmessages49精选pptChapter1AnOverviewofBusinessWritingExamplesofabuffer—Asyoumentioned,promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.Indirectnessinbadnewsmessages50精选pptChapter1AnOverviewofBusinessWritingReasonssupportingthenegativedecision—Asyouknow,supplyingbestqualityproductsandservicesisourcompany’spolicy.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.Indirectnessinbadnewsmessages51精选pptChapter1AnOverviewofBusinessWritingExamplesofaclear,diplomaticstatementofthenegativedecision—

Forthisreasonwecanonlyoffertheretailprice.

Compare:cannotgrantthediscountasrequested—

WefinditdifficulttoshipthegoodsbeforeChristmas.Compare:cannotship2.Indirectnessinbadnewsmessages52精选pptChapter1AnOverviewofBusinessWritingExamplesofahelpful,friendlyandpositiveclose—Thankyouagainforyourcooperationinthis