商务英语写作.pptx

外语教学与研究出版社外语教学与研究出版社 1Functions of Business Writing1.To inform2.To influence3.To entertain 外语教学与研究出版社外语教学与研究出版社 2To 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.外语教学与研究出版社外语教学与研究出版社 3To influencelIn addition to providing information,a business message must also influence the readers attitudes and actions.外语教学与研究出版社外语教学与研究出版社 4To entertainlTo 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.外语教学与研究出版社外语教学与研究出版社 5Criteria for Effective Business Writing lCourtesy lCorrectnesslConcisenesslClaritylConcretenesslCompleteness 外语教学与研究出版社外语教学与研究出版社 6CourtesyvBeing 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.vBeing 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.外语教学与研究出版社外语教学与研究出版社 7Example 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.()外语教学与研究出版社外语教学与研究出版社 8CorrectnesslCorrect 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.外语教学与研究出版社外语教学与研究出版社 9Example 2lEnclosed is the copy of receipt.()lEnclosed is a copy of the receipt.()lI am looking for another sales channels.()lI am looking for other sales channels.()外语教学与研究出版社外语教学与研究出版社 10ConcisenesslEffective 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.外语教学与研究出版社外语教学与研究出版社 11Example 3lWe do not anticipate any increase in prices in the near future.(Poor)lWe do not expect prices to rise soon.(Better)lOwing to the fact that your competitors price is much lower than yours,we cannot accept your offer.(Poor)lBecause your competitors price is much lower than yours,we cannot accept your offer.(Better)外语教学与研究出版社外语教学与研究出版社 12ClaritylClarity 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.外语教学与研究出版社外语教学与研究出版社 13Example 4lThey have a decided advantage in regard to freight.(Poor)lThey have a decided advantage in regard to freight charges(运费运费).(Better)lThey informed Messrs.Smith and Richardson that they would receive an answer in a few days.(Poor)lThey informed Messrs.Smith and Richardson that the latter would receive an answer in a few days.(Better)外语教学与研究出版社外语教学与研究出版社 14ConcretenesslYour 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 or acceptance,etc.外语教学与研究出版社外语教学与研究出版社 15ExamplelOur apples are excellent.lOur apples are juicy,crispy and tender.(Concrete)lSmithton Company is our big buyer.lSmithton Company did more than one million USD worth of business with us in 2005.(Concrete)外语教学与研究出版社外语教学与研究出版社 16CompletenesslInclude 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.外语教学与研究出版社外语教学与研究出版社 17Example 6lSuppose 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?外语教学与研究出版社外语教学与研究出版社 18Complete 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.外语教学与研究出版社外语教学与研究出版社 19Modern Changes l Goodwill Effects:friendly,courteous things that make relations between people enjoyable.l Other Effects:persuasion/emphasis/downplay 外语教学与研究出版社外语教学与研究出版社 20Suggestions1.Conversational style2.Informal style3.Avoid the old language of business4.You-viewpoint(you-attitude)*Avoid insincerity 外语教学与研究出版社外语教学与研究出版社 21 Different Attitudes We/I attitude You attitude1.A large sale of our products will make our company more profitable.2.We are in need of fund and you must pay3.We can not offer you any refund 4.Obviously you forget telling us the color1.A good sale of the products will benefit you2.To maintain your excellent credit,please remit3.You could obtain a refund if4.Please indicate your choice of color 外语教学与研究出版社外语教学与研究出版社 22Suggestions(cont.)5.Accent on positive language6.Singling out your reader7.Using the readers names8.Avoid anger 外语教学与研究出版社外语教学与研究出版社 23Basic Patterns of WritinglDirectness in Good-news and Routine Messages(deductive)lIndirectness in Bad-news messages(inductive)外语教学与研究出版社外语教学与研究出版社 24Indirectness in WritingFour parts:1)A buffer;2)Reasons supporting the negative decision;3)A clear,diplomatic statement of the negative decision;4)A helpful,friendly,and positive close.外语教学与研究出版社外语教学与研究出版社 25A buffer1.As you mentioned,prompt delivery is so important that we have been making every effort to accomplish it.2.We appreciate your writing to us about the quality of our products.外语教学与研究出版社外语教学与研究出版社 26Reasons supporting the negative decision1.As you know,supplying best quality products and services is our companys policy.2.The treatment you asked is only allowed to those that have an annual turnover of up to$2bn with us.外语教学与研究出版社外语教学与研究出版社 27A clear,diplomatic statement of the negative decision1.For this reason we can only offer the retail price.Compare:(cannot grant the discount as requested)2.We find it difficult to ship the goods before Christmas.Compare:(can not ship)外语教学与研究出版社外语教学与研究出版社 28A helpful,friendly,and positive close.1.Thank you again for your cooperation in this matter.2.It would be possible for you to obtain a trade discount of 2%if payment is made on a cash basis.外语教学与研究出版社外语教学与研究出版社 29Avoid Sentence FaultsSee the following examples:lAvoid fragments(不完整的句子不完整的句子).lAvoid comma splices(逗号拼接逗号拼接).lAvoid run-on sentences(连写句连写句).外语教学与研究出版社外语教学与研究出版社 30Avoid fragmentslA sentence fragment lacks either a subject(Actor)or verb(Action).lMy research report in business communication took a long time to prepare.And turned out badly.lMy research report in business communication took a long time to prepare but it turned out badly.外语教学与研究出版社外语教学与研究出版社 31Avoid comma spliceslA comma splice results when two sentences are incorrectly joined or spliced together with a comma.lProfits were down in 2005,the Board blamed the recession.lProfits were down in 2005.The Board blamed the recession.外语教学与研究出版社外语教学与研究出版社 32Avoid run-on sentenceslA run-on sentence joins two complete thoughts without proper punctuation.lEmployees want to keep their jobs they will work hard for promotions.lEmployees want to keep their jobs.They will work hard for promotions.