世纪商务英语-写作训练(第五版)14课件

ObjectivesWriteproductdescriptionsinaclear,conciseandpersuasivemanner;Connecttheproduct’sfeaturestoitsbenefits;Createsensoryimageswithsensorywords;Usethepassivevoiceproperly.Objectives

Aproductdescriptionisthemarketingcopythatexplainswhataproductisandwhyit’sworthpurchasing.Thepurposeofaproductdescriptionistosupplycustomerswithdetailsaboutthefeaturesandbenefitsoftheproductsotheyconsideritnecessarytobuy.

Someproductdescriptionsalsocontaininformationonproductoptionssuchasdifferentshapes,sizes,andspecifications,tohelppotentialbuyersmaketherightchoice.Goodproductdescriptionsareoftenaccompaniedbyagalleryofproductphotoshighlightingthelistoffeaturesdescribedintheproductdescription.GettingStartedDiscussthefollowingquestionswithyourpartner.1•Whenyouaretryingtobuysomethinginanonlinestore,howcanyoulearnaboutthefeaturesandfunctionsoftheproduct?•Whatinformationwouldyouliketogetfromthedescriptionoftheproduct?GettingStartedLookatthefollowingpictureandtheproductdescription.Whatinformationcanyoulearnfromthetext?Cantheinformationhelpyoudecidewhethertobuythecleansingbar?Why?2

SelectedbyHouseBeautifulMagazineasBestForTheBath,ouraward-winningNaturalHoneyFacialCleansingBarisenrichedwithnaturalskinnourishingextracts,honeyandroyaljelly.Removedirtandimpuritiesfromyoursensitiveskinwithourall-naturalcleansingbar.Ourgentleformulaisespeciallydesignedtohelpneutralizeskinirritations.Thistherapeuticblendisgreatforallskintypes,especiallysensitiveorproblematicskin,gentleyeteffective.

Directions:Wetthebar,lather,massageintofacialskin,avoidingtheeyeareaandrinsethoroughly.SampleStudySample1DescriptionTheKennedyBarrelChairisoneofSeanandCatherine’sfavoritepieces.Thisoversizedchairisperfectforthoselookingtospendhourssprawledoutreadingtheirfavoritebookorforthosewhojustwanttocuddlewiththeonetheylove.TheKennedyBarrelChair’shandpicked

fabrichasaspecialsheenthatcreatesalookoftotalelegance.Features•Sustainableforestwoodisusedfortheirframes.•Alltheirwelt

cordsaremadefromrecycledfabrics.•Seatingcapacity:2persons.•Imaginativedescriptionstohelpreaders“feel”theproduct•UsesimplelanguageandincludeallrelevantinformationSampleStudySample1ProductDetails•SeatingFirmness:MediumSoft•ProductCare:Spotcleanwithadampclothandwater•AssemblyRequired:NoUpholstery•UpholsteryMaterial:100%PolyesterSampleStudySample1描述肯尼迪圆形沙发椅是肖恩凯瑟琳最受欢迎的产品之一。这款沙发椅宽大舒适，您可以慵懒地躺在上面读一本喜欢的书，或者搂着喜欢的人躺在上面休息。肯尼迪圆形沙发椅的面料经过精心挑选，散发着特殊的光泽，优雅高贵。特点•沙发椅框架是由可持续森林木材制成。•沙发椅滚边条室友可回收面料制成。•可坐人数：2人产品细节•座垫硬度:中等柔软•产品护理:污渍用湿布和水擦拭•是否需要组装:否座垫填充•座垫填充材料:100%聚酯纤维•以想象产品使用情境的描述来帮助读者体会到使用产品的感受•使用简洁的语言并且要包括所有相关信息SampleStudySample2Fromdelightingyourlovedonestofillingyourhomewithjoy,theeffectflowerscanhaveonaroomisjustwonderful.Thisarrangementfeatureslavenderroses,violetsandalstroemeriaandiscomplementedbyminicarnationsandbupleurumwithinapurpleglassvase.OurFullofJoyBouquetcapturestheessenceofSpringwhereverit’splaced.•GOODbouquetisapprox.14"Hx13"W.•BETTERbouquetisapprox.16"Hx14"W.•BESTbouquetisapprox.17"Hx16"W.•DetaileddescriptionofthebouquetandthemeritsitcanbringSampleStudySample2THELANGUAGEOFFLOWERSOurfloristsarefluentinthelanguageofflowers.Letthemsendamessagethattranscendswords.EXPERTLYCRAFTEDWithoveracenturyofexperience,FTDdeliversmorethanbouquets.Wedelivermomentstoremember.DELIVEREDBYHANDWhenflowersaredelivered,theycreateaspecialmoment.So,westriveforperfectionwitheverybouquet.•QualificationsandaddedvaluesSampleStudySample2为您所爱的人带来美好心情，为您的房间增添喜悦，鲜花会给您的房间带来美妙的感受。这款花束以淡紫色玫瑰和六出花为主，配有迷你康乃馨、柴胡花以及一个紫色玻璃花瓶。我们的喜悦满盈花束不论摆放在哪里都会带来春天般的美好感受。•标准款花束尺寸约：14"高x13"宽。•升级款花束尺寸约：16"高x14"宽。•奢华款花束尺寸约：17"高x16"宽。花语我们的花艺师对花语非常熟悉。就让这些花朵来传递超越语言的讯息吧。制作精湛凭着一百多年的经验，FTD不仅仅递送花束，我们传递让人难忘的瞬间。人工递送当花朵递送到收花人手中，它们创造了一个特别的瞬间。因此我们努力做到每一束花都是完美的。•详细描述花束以及它给购买者带来的益处•资质以及附加价值SampleStudyVocabularyoversizedadj.biggerthanusualortoobig大于一般的，特大号的sprawlvi.tospreadthearmsandlegsoutcarelesslyanduntidilywhilesittingorlyingdown（懒散地）摊开四肢坐（或躺）cuddlevi.&vt.toputyourarmsaroundsomeoneandholdtheminalovingway,or(oftwopeople)toholdeachotherclosetoshowloveorforcomfort抱；（互相）拥抱，搂抱handpickedadj.carefullychosen精心挑选的fabricn.[C,U]clothormaterialformakingclothes,coveringfurniture,etc.布；织物sheenn.[sing.,U]abright,smoothsurface光彩；光泽elegancen.[U]arefinedqualityofgracefulnessandgoodtaste高雅，典雅，优雅sustainableadj.abletocontinuewithoutcausingdamagetotheenvironment可持续的weltn.[C]araisedorstrengthenedseam滚边cordn.[C,U]apieceofthickstringorthinrope绳，带子recyclevt.toputusedobjectsormaterialsthroughaspecialprocesssothattheycanbeusedagain循环，再利用SampleStudyVocabularycapacityn.[C,U]theamountthatsomethingcanholdorcontain容量dampadj.slightlywet潮湿的assemblyn.[U]theprocessofputtingtogetherthepartsofsth组装；装配upholsteryn.[U]thesubstanceusedforfillingaseat座椅填充料polyestern.[U]atypeofartificialcloth聚酯；涤纶lavenderadj.ofapalepurplecolor淡紫色的violetn.[C]asmallplantwithpleasant-smellingpurple,blue,orwhiteflowers紫罗兰alstroemerian.[sing.,C]六出花complementvt.tomakeagoodcombinationwithsomeoneorsomethingelse补充，补足，使完美carnationn.[C]aflowerthatsmellssweet康乃馨bupleurumn.[sing.,C]柴胡花bouquetn.[C]anarrangementofflowers,especiallyonethatyougivetosomeone花束SampleStudyVocabularyapprox.abbr.(writtenabbreviationforapproximateorapproximately)moreorlessthananumberoramount(approximate或approximately的缩写)大约floristn.[C]someonewhoownsorworksinashopthatsellsflowersandindoorplantsforthehome花商，花匠transcendvt.togobeyondtheusuallimitsofsomething超越craftvt.tomakesomethingusingaspecialskill,especiallywithyourhands手工制作，精心制作SampleStudyUsefulExpressions1…createsalookoftotalelegance.2Thisarrangementfeatures...3Withoveracenturyofexperience...4Westriveforperfectionwitheverybouquet.SampleStudyTipsonWritingAgreatproductdescriptionoften:

•clearlyexplainswhattheproductdoesoritsintendeduse(features);

•offersaddedvalueorbenefits;

•includesallrelevantinformation.Focusonyouridealbuyers.Thebestproductdescriptionsaddressyouridealbuyersdirectlyandpersonally.Listthebenefitsthatpeoplewillgetiftheybuyyourproduct.

Appealtoyourreaders’imaginationwithsensorywords.

Makeyourproductdescriptionseasytoscanbyincludingbulletpoints,shortparagraphsmadeupofjustafewsentenceseach,lotsofwhitespace,anddifferentsizefonts.Thebesttoneisusuallyslightlylessformalthanmostofbusinessdocuments.Humorscanbeusedtokeepthereaderengagedinwhatyouhavetosay.Bebriefandusecommonlanguageandtermsthatareeasytounderstand.Sample1Sample2ProductStoreSensoryImages(Whatitmightbeliketohavetheproductinyourhome?)FeaturesBenefitsUnderstandingYourMessagePractice1Completethefollowingtablewiththeinformationgiveninthesamples.KennedyBarrelChairFullofJoyBouquetSeanandCatherine’sFTDThisoversizedchairisperfectforthoselookingtospendhourssprawledoutreadingtheirfavoritebookorforthosewhojustwanttocuddlewiththeonetheylove.Fromdelightingyourlovedonestofillingyourhomewithjoy,theeffectflowerscanhaveonaroomisjustwonderful.Whenflowersaredelivered,theycreateaspecialmoment.

Sustainableforestwoodisusedfortheirframes

Alltheirweltcordsaremadefromrecycledfabrics

Seatingcapacity:2Thisarrangementfeatureslavenderroses,violetandalstroemeriaandiscomplementedbyminicarnationsandbupleurumwithinapurpleglassvase.TheKennedyBarrelChair’shandpickedfabrichasaspecialsheenthatcreatesalookoftotalelegance.OurFullofJoyBouquetcapturestheessenceofSpringwhereverit’splaced.UnderstandingYourMessagePractice2Completethesentenceswiththewordsgiven,changingtheformwherenecessary.crafthandpickedassemblyrecycletranscendfabricsustainablesheencapacitycomplement1.Weproducefurniturethatiseasyto__________.2.Thegroupmakesmusicthat__________traditionalpopcategories.3.Allourbouquetscomewitha____________giftcarddisplayingyourpersonalmessageifyousowish.4.Thatbowlhasa__________oftwopints.5.Thesoft,creamybedlinenaddsaluxurioustouchand____________anycolorscheme.assembletranscendshandpickedcapacitycomplementsUnderstandingYourMessagePractice2Completethesentenceswiththewordsgiven,changingtheformwherenecessary.crafthandpickedassemblyrecycletranscendfabricsustainablesheencapacitycomplement6.Eachdollis__________individuallybyspecialists.7.Thistypeof__________isstrongenoughtowithstandharshprocessing.8.Theconditionergiveshairabeautifulsoft__________.9.Water__________isagoodwaytosaveourresources.10.Thefutureofinteriordesignshouldbegreendesign,ecologicaldesignand__________design.craftedfabricsheenrecyclesustainableWritingYourMessageKeyFeaturesandBenefits

Aproductfeatureisafactualstatementabouttheproductthatprovidestechnicalinformation.Aproductbenefit,ontheotherhand,tellshowtheproductcanimprovethebuyer’slife.Consumersgenerallygoforproductsthatprovidethemspecificbenefits.Makealistofthefeaturesofyourproductandthentrytolinkthesefeaturestobenefitsforcustomers.e.g.

Feature:Sustainableforestwoodisusedfortheirframes.(Sample1)

Benefit:TheKennedyBarrelChair’shandpickedfabrichasaspecialsheenthatcreatesalookoftotalelegance.(Sample1)

Feature:Thisarrangementfeatureslavenderroses,violetsandalstroemeriaandiscomplementedbyminicarnationsandbupleurumwithinapurpleglassvase.(Sample2)

Benefit:OurFullofJoyBouquetcapturestheessenceofSpringwhereverit’splaced.(Sample2)_____1.Structuredandlightweight,theParkerisaversatilebagthatcombinesuptownelegancewithdowntownease._____2.TheHarryPotterserieshasbeenhailedas“onefortheages”byStephenKing._____3.AllthesetechnicaldetailscombinetomaketheVeyronatrulyexceptionalsupersportscar._____4.Featuringawiderangeoftop-qualitycomponents,Clarksgivesyoutheoptionsyoudesireinthequalityyoudemand._____5.ThisstreamlinedstyleiscraftedinrefinedleatherandfeaturesourdimensionalTeaRosemotifmadeupofleatherblooms,metalhardwareandboldpopsofcolor.WritingYourMessagePractice3Readthefollowingsentences.WriteFifasentencedescribesthefeatureofaproduct;writeBifasentencedescribesthebenefitofaproduct;writeF&Bifasentencedescribesboththefeatureandthebenefit.F&BFBF&BF_____6.NaturalShapedHimalayanSaltLampismadeof100%pureHimalayansaltrock._____7.Youcansamplethisscentwithoutinvestinginabigger,moreexpensivecandle._____8.Thislightsaltlampisperfectforahomeofficeorworkspacetoreducedustandpurifytheairofyourenvironment._____9.TheDualShock4WirelessControllerfeaturesabuilt-inspeakerandastereoheadsetjack,puttingseveralnewaudiooptionsintheplayer’shands._____10.Itpossessestheuniquestyleandflavorandisanextensivelyenjoyabledrink.WritingYourMessagePractice3Readthefollowingsentences.WriteFifasentencedescribesthefeatureofaproduct;writeBifasentencedescribesthebenefitofaproduct;writeF&Bifasentencedescribesboththefeatureandthebenefit.FBBFF&BWritingYourMessagePractice3Readthefollowingsentences.WriteFifasentencedescribesthefeatureofaproduct;writeBifasentencedescribesthebenefitofaproduct;writeF&Bifasentencedescribesboththefeatureandthebenefit.SensoryWords

Sensorywordsaredescriptivewordsrelatedtofivesenses:sight,hearing,smell,tasteandtouch.Sensoryadjectivesarepowerwordswhichmakeyourreadersfeellikethey’reexperiencingtheproductsecondhand.Intheproductdescription,itisnecessarytouseasmanysensorywordsaspossiblebecausesensorywordsmakeyourwritingcometolifeandmostimportantly,increasesales.e.g.

Thisoversizedchairisperfectforthoselookingtospendhourssprawledoutreadingtheirfavoritebookorforthosewhojustwanttocuddlewiththeonetheylove.(Sample1)

Fromdelightingyourlovedonestofillingyourhomewithjoy,theeffectflowerscanhaveonaroomisjustwonderful.(Sample2)WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.1.Wakeupinthemorningtothesubtlescentofrichandcreamyvanilla.Wakeupinthemorningtothesubtlescentofrichandcreamyvanilla.2.(LancomeAdvancedGenifiqueYouthActivatingConcentrateforUnisex)Unveilsasofter,smoother,clearer,plumper,moreluminousandeven-tonedcomplexion.(LancomeAdvancedGenifiqueYouthActivatingConcentrateforUnisex)Unveilsasofter,smoother,clearer,plumper,moreluminousandeven-tonedcomplexion.WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.3.Dreamthenightawayonthiscreamysoftpillow.Thelilacprintpatternleavesyoupracticallysmellingtheflowers.Dreamthenightawayonthiscreamy

softpillow.Thelilacprintpatternleavesyoupracticallysmellingtheflowers.4.CraftedinluxuriouslyblackCalfleather,thebeltfastensatthefrontwithagoldenlaminateeaglebuckle.Craftedinluxuriously

blackCalfleather,thebeltfastensatthefrontwithagolden

laminateeaglebuckle.WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.5.ThisstunningrarepiecefromCartier’siconic“Panthere”collectionismasterfullycraftedfromluxurious18Kyellowgoldwhoseenticingradianceisaccentuatedbyaplethoraofattractivegems.ThisstunningrarepiecefromCartier’siconic“Panthere”collectionismasterfullycraftedfromluxurious18Kyellowgoldwhoseenticingradianceisaccentuatedbyaplethoraofattractivegems.6.PhantomBlackSpecialEdition,featuringatranslucentblackdesignthatfadestochampagnegold,andtexturedgripforenhancedcomfort.PhantomBlackSpecialEdition,featuringatranslucentblackdesignthatfadestochampagnegold,andtexturedgripforenhancedcomfort.WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.7.(L’Oreal—Professionnel)Helpshairrestorestrength&shineandleaveshairsilkysmooth,soft&manageable.(L’Oreal—Professionnel)Helpshairrestorestrength&shineandleaveshairsilky

smooth,soft&manageable.8.Thankstoourexclusiveperforateddesign,yourfavoritefoodstakeonsavory,fire-smokedflavor.Thankstoourexclusiveperforateddesign,yourfavoritefoodstakeonsavory,fire-

smokedflavor.WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.9.Availableinsilver,spacegray,andgold,thenewthinnerandlighterMacBookAirfeaturesabrilliantRetinadisplay,TouchID,thelatest-generationkeyboard,andaForceTouchtrackpad.Availableinsilver,spacegray,andgold,thenewthinnerandlighterMacBookAirfeaturesabrilliantRetinadisplay,TouchID,thelatest-generationkeyboard,andaForceTouchtrackpad.10.Inaddition,Centrummultivitaminshaveasmoothcoatingthatmakesthemeasytoswallow.Inaddition,Centrummultivitaminshaveasmoothcoatingthatmakesthemeasytoswallow.IntegratingYourMessagePractice5Completethefollowingproductdescriptionwiththephrasesgiven.

ThisrareChineseteaiscarefullypickedby(1)_______________________inaremotemountainregionofChina.Legendhasitthatmonkeyswerefirstusedto(2)____________________tencenturiesago,becauseuponseeingitsmastertryingtoreach(3)_______________________________onamountainface,themonkey(4)_________________________________andcollectedtheteagrowingthereand(5)____________________toitsmaster.Thiswildteawasconsideredsodeliciousthata.someteagrowingwildb.speciallytrainedmonkeysc.harmedormistreated

d.collectthisrarewildteae.climbedupthesteepfacef.diedout

g.broughtitdownh.doingthisjobforgenerationsi.inonesmallremotevillage

j.thisremarkabletraditionspeciallytrainedmonkeyscollectthisrarewildteasometeagrowingwildclimbedupthesteepfacebroughtitdownIntegratingYourMessagePractice5Completethefollowingproductdescriptionwiththephrasesgiven.other

peoplebegantotrainmonkeystocollectthisrarewildtea.Nowadaysthepracticeofmonkeyspickingteahasallbut(6)___________________,except(7)_______________________wheretheystillcontinue(8)_____________________.Nomonkeysare(9)____________________inorderforustobringthisrarebrewtoyou!Infactthemonkeysandtheirancestorshavebeen(10)______________________________andaretreatedasrespectedmembersoftheirhumankeeper’sfamilies.a.someteagrowingwildb.speciallytrainedmonkeysc.harmedormistreated

d.collectthisrarewildteae.climbedupthesteepfacef.diedout

g.broughtitdownh.doingthisjobforgenerationsi.inonesmallremotevillage

j.thisremarkabletraditiondiedoutinonesmallremotevillagethisremarkabletraditionharmedormistreateddoingthisjobforgenerationsIntegratingYourMessagePractice6TheAirJordan11Concords(1)_______________________________________(最初在1995年11月发售)and(2)____________________________（由TinkerHatfield设计）forMichaelJordan.(3)____________________________________________________(设计灵感直接来源于乔丹)whosaidhe“wantedashoethatwould(4)____________(好看)bothoffthecourtaswellason,(5)_______________________________(一种可以和西装一起穿的鞋)”.Theythenreceivedtheirnamefromtheofficialcolorwayfeaturedontheboxtagand(6)______________________________________________________(以白色的鞋面和围绕鞋底的一圈黑色漆皮为特征).Thisisthefirsttimethat(7)____________________________________________(在篮球鞋上使用漆皮).Theyalsofeaturedaclearoutsolewithacarbonfiberspringplate,anylonupper,aquicklacesystem,andofcoursetheairsole.TheAirJordan11Concordsthenreturnedforaretroin2000and(8)______________________(几分钟内售罄),butnow(9)_______________________(等待十年之后)asofDecember23rd2011(10)_______________________(他们已经回归)andcanbeyoursnow.CompletethefollowingproductdescriptionaccordingtotheChinesegiveninthebrackets.wereoriginallyreleasedinNovember1995weredesignedbyTinkerHatfieldThedesigninspirationcamestraightfromMichaelJordanlookgoodashoethathecouldwearwithasuitfeaturedawhiteupperwithblackpatentleatheraroundthebasepatentleatherhadbeenusedonabasketballshoesoldoutwithinminutesafter10yearsofwaitingtheyhavereturnedIntegratingYourMessagePractice7Writeaproductdescriptionbasedonthefollowingscenario.Youcanaddmoreinformationifnecessary.Scenario

Yourcompanyisplanningtodevelopanewproduct.Writeadescriptionfortheproduct.Intheproductdescription,youshouldinclude:•thefunctionoftheproduct;•mainfeaturesoftheproduct;•benefitsoftheproduct.□Haveyouusedbulletpoints,differentfontsizesandwhitespacetomakeyourproductdescriptioneasytoread?□Arethemainfeaturesdescribedclearly?□Arethebenefitsincluded?□Haveyouwrittenfortargetaudience?□Haveyouusedpowerwordstocreatesensoryimages?Checklist□Arethestyleandtoneproper?□Arethereanyspellingmistakes?ConsolidatingYourSkillsThePassiveVoice

Theactivevoiceandthepassivevoicearetwodifferentwaysinwhichasentencecanbestructured.Theactivevoiceismoredirect,dynamic,personalandforceful.Incontrast,thepassivevoiceismoreindirect,objective,andformal.Thepassivevoiceishelpfulwhenyouwanttodrawattentionawayfromthepersonperformingtheaction.e.g.

Alltheirweltcordsaremadefromrecycledfabrics.(Sample1)

Whenflowersaredelivered,theycreateaspecialmoment.(Sample2)ConsolidatingYourSkillsPractice8Completethesentenceswiththeproperformofthewordsgiveninthebrackets.1.Thelensbarrel______________(polish)manytimes,andissmoothasamirror.2.Comfort,capacity,mobilityandadjustabilityareallcarefully_____________________(consider)featuresinthiscolle