商务英语写作 chapter 1

主编：胡英坤车丽娟外语教学与研究出版社2021/5/91Chapter1AnOverviewofBusinessWriting商务写作概述2021/5/92AnOverviewofBusinessWritingChapter1Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.2021/5/93Chapter1ContentsofthischapterI.FunctionsofBusinessWritingII.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingIII.MoreCriteriaandTechniquesforEffectiveBusinessWritingIV.ApproachestoOrganizingBusinessWriting

V.AvoidSentenceFaults(additional)AnOverviewofBusinessWriting2021/5/94Chapter1I.FunctionsofBusinessWritingBusinesswritinghastwofunctions:1.ToinformAnOverviewofBusinessWriting2.Topersuade2021/5/95Chapter11.ToinformAnOverviewofBusinessWritingMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.Thepurposeistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontents.2021/5/96Chapter1AnOverviewofBusinessWritingInadditiontoprovidinginformation,somebusinessmessagesalsoinfluencethereader’sattitudesandactions.2.Topersuade2021/5/97Chapter1II.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Courtesy2.Correctness3.Conciseness4.Clarity5.Concreteness6.Completeness2021/5/98Chapter1AnOverviewofBusinessWritingBeingcourtesywemeantreatingpeoplewithrespectandfriendlyhumanconcern.Courtesyusuallyinvolvesthreeaspects:

Usingyou-viewpoint

Takingapositivetone

Beingconversational1.Courtesy2021/5/99Chapter1AnOverviewofBusinessWritingYou-viewpointwritingemphasizesthereader’sinterestandconcerns.Itemphasizes“you”and“your”andde-emphasizes“we”and“our”.Usingyou-viewpoint1.Courtesy2021/5/910Chapter1AnOverviewofBusinessWriting—Alargesaleofourproductswillmakeourcompanymoreprofitable.—Agoodsaleoftheproductswillbenefityou.—Weareinneedoffundandyoumustpay…—Tomaintainyourexcellentcredit,pleaseremit…—Wecannotofferyouanyrefund…—Youcouldobtainarefundif…—Obviouslyyouforgettellingusthecolor…—Pleaseindicateyourchoiceofcolor…Examplesofusingyou-viewpoint1.Courtesy2021/5/911ExerciseIIonpage161.WewillbepleasedtodeliveryourorderbyMay16.3.IampleasetoinformyouthatIcangrantyourrequestforpaymentoftravelexpenses.6.wehavereceivedyourletterofMay16.YourorderwillbedeliveredbyMay16.3.Youwillbegladtoknowthatyourrequestforpaymentoftravelexpensesisgranted.6.YourletterofMay16hasbeenreceived.2021/5/912Chapter1AnOverviewofBusinessWritingExamplesofusingyou-viewpointWe-viewpoint1.Iamhappytoreport…2.Wearepleasetohaveyournewaccount.3.WemakeWilletrazorinthreeweights—light,medium,andheavy.Youviewpoint1.Youwillhappytoknow…2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweights—light,medium,andheavy.1.Courtesy2021/5/913Chapter1AnOverviewofBusinessWritingPositivewordsemphasizethepleasantaspectsthegoalandtendtoputthereaderintherightframeofmind.Negativewordstendtoproducetheoppositeeffect.TakingapositivetoneThinkofexamplesofnegativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.1.Courtesy2021/5/914Chapter1AnOverviewofBusinessWriting—Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)—Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)—Wewon’tbeabletosendyouthebrochurethismonth.(×)—Wewillsendyouthebrochurenextmonth.(√)—Yourletterisnotclearatall.Ican’tunderstandit.(×)—IfIunderstandyourlettercorrectly…(√)Examplesoftakingapositivetone1.Courtesy2021/5/915Chapter1AnOverviewofBusinessWritinga.StateideasusingpositivelanguageTakingapositivetone—

Don’tforgettosubmityourreport…—

Wecan’tshipyourgoodsuntil…—

Youneglecttoindicatethespecification…—

Remembertosubmit…—

Youwillreceiveyourgoods…—

Pleasesendthecompletespecification…1.Courtesy2021/5/916Chapter1AnOverviewofBusinessWritingb.AvoidusingsecondpersonwhenstatingnegativeideasTakingapositivetone—Youmadenumerousmistakesonthispage.(×)—Thispagecontainnumerousmistakes.(√)—Youkeyedaperfectcopy.(√)1.Courtesy2021/5/917Chapter1AnOverviewofBusinessWritingc.UsepassivevoicetoconveynegativeideasTakingapositivetone—

Suburodidnotproofreadthisproposalcarefully.—

Suburocompletedthejobtwomonthsbehindtheschedule.—

Suburocompletedthejobtwomonthsaheadoftheschedule.—

Theproposalwasnotproofreadcarefully.—

Thejobwascompletedtwomonthsbehindtheschedule.—

Thejobwascompletedtwomonthsaheadoftheschedule.1.Courtesy2021/5/918Chapter1AnOverviewofBusinessWritingd.UsethesubjunctivemoodTakingapositivetoneNegative—

Icannotaccepttherecommendation.—

Iamnotabletoacceptyourinvitation.subjunctivemood—

IwishIcouldaccepttherecommendation.—

IcouldacceptyourinvitationifIweretocancelmymeetingon…1.Courtesy2021/5/919Chapter1AnOverviewofBusinessWritinge.IncludeapleasantstatementinthesamesentenceTakingapositivetone—

Yourpersonalratingsforcommunicationabilityweresatisfactory.—

Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetence

wasexcellent.1.Courtesy2021/5/920ExerciseIonpage151.Unfortunately,yourordercannotbesentuntilnextweek.2.Toavoidthelossofyourcreditrating,pleaseremitpaymentwithin10days.3.YourmisunderstandingofourJanuary8lettercausedyoutomakethismistake.4.YoucannotvisittheplantexceptonSaturday.Yourordercanonlybesentnextweek.Youcanmaintainyourcreditrating,pleaseremitpaymentwithin10days.IfyouhadunderstoodourJanuary8letter,youwouldhavedoneitcorrectly.YoucanvisittheplantonlyonSaturday.2021/5/921Chapter1AnOverviewofBusinessWritingInagoodletteraconversationisheld.Thereadershouldbemadetoforgetthathe/sheisreadingaletter.BeingconversationalItleavesafavorableimpressiononpeople.Itisalsothelanguageweusemostandunderstandbest.1.Courtesy2021/5/922Chapter1AnOverviewofBusinessWritingCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting.Correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.2.Correctness2021/5/923Chapter1AnOverviewofBusinessWriting—Enclosedisthecopyofreceipt.(×)—Enclosedisacopyofthereceipt.(√)—Iamlookingforanothersaleschannels.(×)—Iamlookingforothersaleschannels.(√)Examples2.Correctness2021/5/924Chapter1AnOverviewofBusinessWriting1.withpronounsOurcompetitorsweremostsuccessfulthanours(us).2.withadjectivesThetwofirst(firsttwo)itemsarenotavailable.3.witharticleWeareinterestedinsame(thesame).Examples2.Correctness2021/5/925Chapter1AnOverviewofBusinessWriting4.withverbsNeitheroftheoffersare(is)acceptable.Ablockofflatsare(is)beingbuilt.5.withadverbsWehadaquite(quitea)successfulmeeting.6.withconjunctionsHenotonlybuilt(builtnotonly)houses,butalsoflats.Examples2.Correctness2021/5/926Chapter1AnOverviewofBusinessWriting7.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”betweenwhileandstudying)ExamplesSpecialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.2.Correctness2021/5/927Chapter1AnOverviewofBusinessWritingConcisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Concisenesswillgiveemphasistoyourmessage.3.Conciseness2021/5/928Chapter1AnOverviewofBusinessWriting1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword,suchasexactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater.Howtocommunicateconcisely?3.Conciseness2021/5/929Chapter1AnOverviewofBusinessWriting2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichésthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.UsecompoundadjectivesHowtocommunicateconcisely?3.Conciseness2021/5/930Chapter1AnOverviewofBusinessWriting—

Wedonotanticipateanyincreaseinpricesinthenearfuture.(×)—

Wedonotexpectpricestorisesoon.(√)—

Owingtothefactthatyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(×)—

Becauseyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(√)Examples3.Conciseness2021/5/931Chapter1AnOverviewofBusinessWritingShortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad.Exercises3.ConcisenessKey:Wehavebeguntoexportourmachines.

2021/5/932Chapter1AnOverviewofBusinessWritingUsewordstoreplacephrasesorclauses.1.IntheeventthatyouspeaktoMr.Woodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.2.Werequirefurniturewhichisofthenewtype.3.ConcisenessKey:1.IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.2.Werequirenew-typefurniture.Exercises2021/5/933Chapter1AnOverviewofBusinessWritingClaritytellsthereaderexactlywhattheauthorwantsandneedstoknow,usingwordsandaformatthatmakethewritingstotallyunderstoodwithonlyonereading.Familiarwordsandsimplesentencesratherthandifficultwordsandcomplexsentencesarepreferredforthispurpose.4.Clarity2021/5/934Chapter1AnOverviewofBusinessWriting—Theyhaveadecidedadvantageinregardtofreight.(×)—Theyhaveadecidedadvantageinregardtofreightcharges.(√)—TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(×)—TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(√)Examples4.Clarity2021/5/935Chapter1AnOverviewofBusinessWritingBusinesswritingshouldbevivid,specificandconcreteratherthanvague,generalandabstract,especiallywhenthewriterarerequiringaresponse,tryingtosolveaproblem,makinganofferoracceptance,etc.5.Concreteness2021/5/936Chapter1AnOverviewofBusinessWriting—

Ourapplesareexcellent.(×)—

Ourapplesarejuicy,crispyandtender.(√)—

SmithtonCompanyisourbigbuyer.(×)—

SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2015.(√)Examples5.Concreteness2021/5/937Chapter1AnOverviewofBusinessWriting—

Thesebrakescanstopacarwithinashortdistance.(×)—

TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.(√)—

AdecisionhasbeenmadetosetupanofficeinOsaka.(×)—

TheboardofdirectorsdecodedtosetupanofficeinOsaka.(√)Examples5.Concreteness2021/5/938Chapter1AnOverviewofBusinessWritingAllthenecessaryinformationanddatashouldbeincludedinthemessagebecausetheycanhelpthesendergetthereceiver’sresponsesandachievedesiredobjective.Anincompletemessagemayresultinlossofgoodwill,sales,andvaluedcustomers,andrequiresmoretimeintryingtomakesenseoutofit.6.Completeness2021/5/939Chapter1AnOverviewofBusinessWritingSupposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?6.CompletenessExercises2021/5/940Chapter1AnOverviewofBusinessWritingRemindhimofhispromiseoftimelydelivery.Key:Informhimwhatlossesthishascausedyou.Askforcompensationifthereisanyagreementonthat.Expectnosuchthingwillhappenagain.6.Completeness2021/5/941Chapter1III.MoreCriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Singlingoutyourreader2.Usingthereader’sname3.Buildinggoodwill4.Avoidinganger2021/5/942Chapter1AnOverviewofBusinessWritingTosingleoutyourreaderinaletter,youshouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment.1.Singlingoutyourreader2021/5/943Chapter1AnOverviewofBusinessWritingItmakesthereaderfeelthathis/heridentityasanindividualisrecognized.Useitonceortwiceintheletter,butnosooften.2.Usingthereader’sname2021/5/944Chapter1AnOverviewofBusinessWritingOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader.Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.3.Buildinggoodwill2021/5/945Chapter1AnOverviewofBusinessWritingAngerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.Theeffectofangrywordsistomakethereaderangry.Asaresult,youcanneithergetthebusinessdone,normaintaininggoodrelationships.4.Avoidinganger2021/5/946Chapter1IV.ApproachestoOrganizingBusinessWritingAnOverviewofBusinessWriting1.Directnessingoodnewsandroutinemessages2.Indirectnessinbadnewsmessages2021/5/947Chapter1AnOverviewofBusinessWritingGoodnewsorroutinemessagesfollowadirectorder—themessagebeginswiththemainidea.Topresentgoodnewsorroutinemessagesdeductively,beginwiththemajoridea,followedbysupportingdetails,andendwithgoodwill.1.Directnessingoodnewsandroutinemessages2021/5/948Chapter1AnOverviewofBusinessWritingAnindirectorderconsistsoffourparts:Abuffer;Thereasonssupportingthenegativedecision;Aclear,diplomaticstatementofthenegativedecision;Ahelpful,friendlyandpositiveclose.2.Indirectnessinbadnewsmessages2021/5/949Chapter1AnOverviewofBusinessWritingExamplesofabuffer—Asyoumentioned,promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.Indirectnessinbadnewsmessages2021/5/950Chapter1AnOverviewofBusinessWritingReasonssupportingthenegativedecision—Asyouknow,supplyingbestqualityproductsandservicesisourcompany’spolicy.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.Indirectnessinbadnewsmessages2021/5/951Chapter1AnOverviewofBusinessWritingExamplesofaclear,diplomaticstatementofthenegativedecision—

Forthisreasonwecanonlyoffertheretai