商务英语写作的原则.ppt

外语教学与研究出版社外语教学与研究出版社 1BUSINESS WRITING 大家好 外语教学与研究出版社外语教学与研究出版社 2Chapter 1 An Overview of Business Writing商务写作概述商务写作概述大家好 外语教学与研究出版社外语教学与研究出版社 3Lead-in QuestionslWhat is business communication?lCan you name some ways to communicate people in a business setting?Business communication is a process of exchanging information and ideas in a business setting.大家好 外语教学与研究出版社外语教学与研究出版社 4nonlinguisticeye contactphysical appearancefacial expressionsspace and distancegesturepostureForms of Business Communication大家好 外语教学与研究出版社外语教学与研究出版社 5 linguisticlinguistice-mailse-mailsletterslettersmemosmemostelephone callstelephone callsconversationconversationfaxesfaxesnotesnotesvoice mailsvoice mailsreportsreportsproposalsproposalsminutesminutesForms of Business CommunicationWebWeb大家好 外语教学与研究出版社外语教学与研究出版社 6Why Business Writing?l The ability to write effectively is a valuable business asset.l1)a great deal of business is transacted in writing,which is involved in every part of business.l2)effective business writers can use their skill to help increase their companys sales and profits by promoting good relations.l3)proficiency in writing gives a personal advantage over less capable writers and contributes substantially to his/her self-confidence-a necessary quality for business success.大家好 外语教学与研究出版社外语教学与研究出版社 7Functions of Business WritinglTo informlTo influence/persuadelTo entertain大家好 外语教学与研究出版社外语教学与研究出版社 8To informlMessages to inform are used to convey the vast amount of information needed to complete the day-to-day operations.The 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.大家好 外语教学与研究出版社外语教学与研究出版社 9To influence/persuadel In addition to providing information,a business message must also influence the readers attitudes and actions.大家好 外语教学与研究出版社外语教学与研究出版社 10To entertainl To secure the desired response,it is necessary to have an adequate knowledge of the English language and an understanding of human nature.The writer should have an acquaintance with the particular interest and,if possible,the emotions of the reader.No communication is wholly successful unless it retains the readers goodwill.大家好 外语教学与研究出版社外语教学与研究出版社 11l Business people cant afford paying a personal visit each time they want to transact business in various parts of the world,instead,they make phone calls,write letters,send faxes,or e-mails.l Writing is important for understanding and formal confirmation and as a source for later reference.l In order to achieve good communication,we should consider the following“six Cs principles”.lCourtesy,Correctness,Conciseness,Clarity,Concreteness,CompletenessCriteria for Effective Business Writing大家好 外语教学与研究出版社外语教学与研究出版社 12lCourtesy lCorrectnesslConcisenesslClaritylConcretenesslCompletenessSix Cs Principles（6C原则）大家好 外语教学与研究出版社外语教学与研究出版社 131.Courtesy（礼貌）l Special attention should be devoted to assuring the courtesy of business communication.It means treating people with respect and friendly human concern.l It is a positive value,not neutral(中立的）or negative.The tone must convey positive goodwill,positive warmth,and positive interest in the reader.l The courteous writer should be sincere and tactful,thoughtful and appreciative,and answer letters promptly.大家好 外语教学与研究出版社外语教学与研究出版社 14Courtesyv Being very polite,even in asking the addressee to pay back the debts or refusing his demands,your letter still should be very mild and tactful.v 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 note to the client explaining why.大家好 外语教学与研究出版社外语教学与研究出版社 15Example 1lDear Sirs,we are sorry you have misunderstood us.lDears Sirs,we are sorry we didnt make ourselves clear.lWe cannot understand why you have had trouble with these articles.lWe presume that there must be some reasons for you having trouble with these articles.大家好 外语教学与研究出版社外语教学与研究出版社 16CourtesylThe following are ways to make your writing be courteous:l1)use proper expressionslThanks,when others do favor for youlPlease,when you ask for something from otherslSorry,when you cannot satisfy others request大家好 外语教学与研究出版社外语教学与研究出版社 17Courtesyl2)use positive words and expressions instead of negative words and expressionslCompare:lThe office is closed after 4.lThe office is open until 4.lWe cannot have these figures for you before next week.lWe will have these figures for you next week.(NG)(NG)大家好 外语教学与研究出版社外语教学与研究出版社 18Courtesyl3)write naturally and sincerelylCompare:lPlease be good enough to advise us.lPlease tell us.lI had hoped that a favorable consideration on your request could be possible.lI am sorry we cannot approve your request.(NG)(NG)大家好 外语教学与研究出版社外语教学与研究出版社 19Courtesyl4)use“you approach”(reader-oriented)lCompare:lWe will accept bids until June 10.lYou may submit a bid(投标）until June 10.l(reader-oriented)lPlease accept our apologies for the delay.lWe hope you have not been seriously inconvenienced by the delay.l(reader-oriented)大家好 外语教学与研究出版社外语教学与研究出版社 20The ways to get Courtesyl1)use proper expressionsl2)use positive words and expressions instead of negative words and expressionsl3)write naturally and sincerelyl4)use“you approach”(reader-oriented)大家好 外语教学与研究出版社外语教学与研究出版社 21Correctness （正确）（正确）lCorrect grammar,punctuation and spelling are basic requirements for business writing,In addition,correctness means choosing the correct level of language,and using accurate information and data.大家好 外语教学与研究出版社外语教学与研究出版社 22 How to get correctness?l1)choose the right form for different kinds of writingl2)verify(核实）spellingl3)select correct words or phrasesl4)insert appropriate punctuationl5)the right forml6)accurate reliable figures大家好 外语教学与研究出版社外语教学与研究出版社 23 Choose relative formality for different types of writing.proposals 意向书 reports 报告 minutes 会议记录 letters 书信 faxes 传真 voice mails 语音邮件 e-mails 电邮 phone calls 电话 memos 备忘录 notes 摘记，笔记 formal informal大家好 外语教学与研究出版社外语教学与研究出版社 24CorrectnesslCompare:lAnyone can learn to type.lAny one of us can learn to type.l“The Navy,”says Captain Michel Stern,“will have more missile carriers.”lThe Navy says Captain Michel Stern will have more missile carriers.导弹运载器 大家好 外语教学与研究出版社外语教学与研究出版社 25Examples:lEnclosed is the copy of receipt.Enclosed is a copy of the receipt.l a copy of the receipt 收据副本收据副本/复印件复印件lI am looking for another sales channels.lI am looking for other sales channels.l sales channels 销售渠道销售渠道()()()()大家好 外语教学与研究出版社外语教学与研究出版社 26Conciseness（简洁）（简洁）l Effective writing is conciseeach word,sentence,and paragraph counts.Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy.Because a wordy message requires more time to write and read,business people put a high premium on conciseness in business messages.Conciseness will give emphasis to your message.注重大家好 外语教学与研究出版社外语教学与研究出版社 27Concisenessl1)shorten wordy expressionslCompare:lWe have begun to export our machines to countries abroad.lWe have begun to export our machines.lFor the amount of$320 you can buy the motor.lFor$320 you can buy the motor.(NG)(NG)大家好 外语教学与研究出版社外语教学与研究出版社 28Concisenessl2)use words to replace phrases or clauseslCompare:lIn the event that you speak to Mr.Mood in regard to production,ask him to give consideration to the delivery schedule.l(NG)lIf you speak to Mr.Mood about production,ask him to consider the delivery schedule.交货日期大家好 外语教学与研究出版社外语教学与研究出版社 29Examples:lWe do not anticipate any increase in prices in the near future.lWe do not expect prices to rise soon.lOwing to the fact that your competitors price is much lower than yours,we cannot accept your offer.lBecause your competitors price is much lower than yours,we cannot accept your offer.l (Better)(Poor)(Poor)(Better)大家好 外语教学与研究出版社外语教学与研究出版社 30Clarity （清楚）（清楚）l Clarity 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.Short,familiar words and simple,short sentences rather than long,difficult words and complex and long sentences are better for this purpose.大家好 外语教学与研究出版社外语教学与研究出版社 31ClaritylThe following are some ways to help achieve clarity:l1)use simple,short words and simple sentence structurelCompare:after subsequentl large substantiall during in the course of l we enclose enclosed please find大家好 外语教学与研究出版社外语教学与研究出版社 32Clarityl2)avoid using words with different meaningslCompare:lWe shall take a firm line with the firm.l(NG)lWe shall take a strong line with the firm.大家好 外语教学与研究出版社外语教学与研究出版社 33Clarityl3)put together words with close relationlCompare:lThey bought a bicycle in Beijing in a small shop which costs$25.00.(NG)lThey bought a bicycle for$25.00 in a small shop in Beijing.大家好 外语教学与研究出版社外语教学与研究出版社 34Clarityl4)use active voicelCompare:lA fax was sent by us yesterday.l (NG)lWe sent you a fax yesterday.lThe salary increase was received by all employees.l (NG)lAll employees received the salary increase.大家好 外语教学与研究出版社外语教学与研究出版社 35How to get clarity?l1)use simple,short words and simple sentence structurel2)avoid using words with different meaningsl3)put together words with close relationl4)use active voiceAttention:Clarity doesnt mean to shorten the sentence but to offer the essential information in short form.大家好 外语教学与研究出版社外语教学与研究出版社 36Examples:lThey have a decided advantage in regard to freight.lThey have a decided advantage in regard to freight charges(运费运费).货物，运费(poor)(better)明显优势 大家好 外语教学与研究出版社外语教学与研究出版社 37lThey informed Messrs.Smith and Richardson that they would receive an answer in a few days.lThey informed Messrs.Smith and Richardson that the latter would receive an answer in a few days.mesz法法pl.；(=Messieurs)各位各位(先生先生)(poor)(better)大家好 外语教学与研究出版社外语教学与研究出版社 38Concreteness(具体）具体）l Your 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（出价）or acceptance,etc.l You must make sure your letter contains all the information your reader needs to act upon（按照，遵循),avoid incomplete information.大家好 外语教学与研究出版社外语教学与研究出版社 39Concretenessl1)using concrete modifierslCompare:lI need the printout as soon as possible.l(NG)lI need the printout by 3 p.m.today.大家好 外语教学与研究出版社外语教学与研究出版社 40Concretenessl2)avoiding opinions or generalizationslCompare:lVarious aspects of this equipment make it a good choice.l(NG)lThis machine is a good choice because it is more compact and less expensive than any other one on the market.大家好 外语教学与研究出版社外语教学与研究出版社 41ExamplelOur apples are excellent.lOur apples are juicy,crispy and tender.l(Concrete)lSmithton Company is our big buyer.lSmithton Company did more than one million USD worth of business with us in 2005.l(Concrete)大家好 外语教学与研究出版社外语教学与研究出版社 42Completenessl Include 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 increased communication costs,loss of goodwill,sales,and valued customers,cost of returning goods,and wasted time trying to make sense out of the incomplete message.大家好 外语教学与研究出版社外语教学与研究出版社 43Example:lSuppose 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?大家好 外语教学与研究出版社外语教学与研究出版社 44Complete messagelReminding him of his promise of timely delivery.lWhat losses has this caused you?lAsking for compensation if there is any agreement on that.lExpecting no such thing will happen again.大家好 外语教学与研究出版社外语教学与研究出版社 45Exercise:Compare the following pairs of sentences,choose the better one.l1.I have pleasure in informing you.l I am pleased to tell you.l2.Will you kindly send us a reply before the end of the month for which a stamped envelope is enclosed?l l Will you please send a reply in the enclosed envelope before the end of the month?l3.Please do not anticipate any increase in prices.l We do not expect prices to rise.（more conciseness）(more clarity)(more conciseness)大家好 外语教学与研究出版社外语教学与研究出版社 46l4.We are sorry that the merchandise(商品，货物）is not up to the standard and we shall gladly make an exchange.l l It is not our intention to suggest that you should keep unsatisfactory merchandise,so we are willing to ask you to return it to us at once,and we will be glad to make an exchange.l5.Your letter in reply to ours of May 18 came this morning,and now we do not understand any more clearly your complaint than we did before.l Thank you for your Letter of May 20.In order that we may be of the greatest possible help to you,will you please tell us just what you wish us to do about the matters.(more conciseness and clarity)l(more courtesy,concreteness and completeness)合格大家好 外语教学与研究出版社外语教学与研究出版社 47Suggestions1.Conversational style2.Resisting tendency to be formal 3.Avoid the old language of business4.You-viewpoint(you-attitude)*Avoid insincerity 大家好 外语教学与研究出版社外语教学与研究出版社 48 Different Attitudes We/I attitude You attitudelA large sale of our products will make our company more profitable.lWe are in need of fund and you must paylWe can not offer you any refund（偿还额，退款）偿还额，退款）lObviously you forget telling us the colorlA good sale of the products will benefit youlTo maintain your excellent credit,please remit(汇款）汇款）lYou could obtain a refund iflPlease indicate your choice of color大家好 外语教学与研究出版社外语教学与研究出版社 49Suggestions(cont.)5.Accent on positive language6.Singling out your reader7.Using the readers names8.Avoid anger大家好 外语教学与研究出版社外语教学与研究出版社 50Basic Patterns of Writingl1.Directness in Good-news and Routine Messages(deductive)l2.Indirectness in Bad-news messages(inductive)l3.Indirectness in Persuasion大家好 外语教学与研究出版社外语教学与研究出版社 结束大家好51