外贸英文书信第四版.pptx

,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,外,贸英,文书信（,第四,版）,English,Business,Letters,外贸英语经典系,列教材,English Business Letters,前,言,不,断变化发展的经贸形式需要我们对经贸商函进行不断地更新和完善，这也是,外贸英文书信,（第四版）出版的原因,。,对,照第一版原书，我们仅保留了不到五分之一的内容，并在对第三版重新修订的基础上，出版了最新第四版，增添了商务信函更多的业务环节和变化形式，使本书内容更丰富、全面,。,新,增的内容分别体现在以下六课中：第,4,课的商业广告，第,56,课的商务会议纪要，第,57,课的制作表格，第,58,课的图形分析，第,59,课的商业问卷和第,60,课的商务短报告。这些内容都是商务交流中至关重要的环节，且在近年的商贸业务中起着越来越重要的作用。此外，对新增课文内容及写作规范、技巧的介绍也对正式商务报告的撰写起到了很大的指导作用。,第,四版的所有章节均配有课文讲解和课后练习，便于学习者巩固和更新所学知识和内容。,王燕希,2014,年,4,月于新加坡,外贸英文书信,(,第四版,),Lesson 1 Layout of a Business Letter,(1),商业书信的撰写是一项基本的商业活动。尽管电话、电传、传真或电子邮件等通讯方式已广泛使用，商业信函仍然是重要的联络方式之一，而且其他联络方式的撰写往往也是基于信函。因此，我们必须认真对待商业书信的写作。首先，我们必须弄清书信的结构与格式。,一、商业英语书信的结构,1.,标准部分,一封商业书信应包括以下几部分内容：,1),信头,(,Letterhead):,包括发信人公司的名称、地址、电传号码、传真或电子邮箱地址。,2),写信日期,(,Date Line)：,写信的年、月、日。,3),封内地址,(,Inside Address):,收信人公司名称和地址。,4),称呼,(,Salutation):,对收信人的尊称。,5),正文,(,Body of the Letter)：,信的主体，叙述写信目的和基本内容。,6),结尾敬语,(,Complimentary Close):,书信结束时的礼貌用语。,7),签名,(,Signature)：,写信人的署名。,2.,特别部分,(,写信时可根据具体情况增减,),1),附件,(Enclosure),：注明随信所附的样品、样品册或价目单等。,2),再启,(Postscript),：信写完后，如果想起还有要紧的话要说或想强调某一点，可在信末加,P.S.,引出补述的话。,3),经办人名称,(Attention Line),：希望收信商号将信速交经办部门或人员办理。,4),事由、标题,(Subject Line),：使信的基本内容或目的一目了然。,5),参考编号,(Reference Number),：为了便于存档分类而编的号码。,6),抄送,(Carbon Copy,，简写为,CC),：将信抄送给有关部门的标记。,7),姓名字首缩写,(Name Initials),：标明写信人和打字员的姓名首字母缩写。,二、英语商业书信各构成部分的内容、用途及有关注意事项,1.,标准部分,1),信头,(Letterhead),书信中发信人的地址称为信头。其目的是使收信人一看就知道该信来自何处，于何日写出，便于收信人回信时参考。地址及日期写法如下：,缩行式,，每行向右让出至少,2,3,个字母空余。地址最后一行用句点，其余用逗点；现在也有人不用标点符号。例如：,a.36 Tower Street,Toronto 4,Canada.,b.P.O.Box 1756,Beijing,China.,平头式或称齐头式,，每行对齐。每行末无标点符号，至于每行之内应该用标点的，仍须使用。例如：,c.P.O.Box 1079,London,England,d.6 and 7 Clifford Street,London,W.I,England,2),写信日期,(,Date Line),例,:,May 16,2015,21 Jan.2011,或,21,st Jan.2015,3),封内地址,(,Inside Address),封内地址是收信人的姓名,(,或行名,),，与信封地址相同。封内地址一般在信头中日期行以下,4,6,行处，从信纸的左面边线写起，或用缩行式,(,如,a)，,或用平头式,(,如,b)。,其书写格式如下：,a.Messrs.William&Werner,36 Tower Street,Toronto 4,Canada,b.Mr.C.E.Eckersley,c/o Messrs.Longmans Green&Co.,6 and 7 Clifford Street,London,W.1,England,4),称呼,(Salutation),称呼是指写信人对收信人的称呼，其位置在封内地址最后一行下空,2,3,行，并与之平头。外贸书信中一般通用的称呼语有：,商业函件用,Dear Sirs,，,这是在英国常用的称呼，标点符号用逗号，不用冒号。必须注意，不能单独使用,Sirs,。,Gentlemen,：,这是美国人和加拿大人比较爱用的称呼，标点符号用冒号，此字不能用单数。用单数时则用,Dear Sir,。,如果商行是由妇女经营的，单数用,Dear Madam,或,Madam,，复数则用,Dear Mesdames,。,5),信的正文,(The Body of a Letter),信的正文是信的主体，表达发信人的意见，根据中心思想分成段落，每一中心思想为一段。通常信的正文的第一句话或第一段，称为开头语,(The Opening Sentences),。开头语没有硬性规定的写法，但在习惯上用客套语先将收到对方来信的日期、编号或查号、主题及简单内容加以综合叙述，使对方一目了然这封信是答复哪一封信的。如果是第一次通信，也可以利用开头语作必要的自我介绍，并表明目的和要求。但目前，有的商业信已不用这种开头语。,书信的结尾语,(,The Closing Sentences),一般用来总结本文所谈的内容，提示对收信人的要求，如希望收信人来函或来电订货，答复或作必要的声明等。其位置是信的本文的最后一段。例如：,(a)We await your good news.,(b)We hope to receive your early reply.,6),结尾敬语,(Complimentary Close),结尾敬语是结束函件时的一种客套语，相当于中文中的“谨上”、“敬启”一类的客套语，它应与前面的称呼相适应，如：,Sir,Yours respectfully,Respectfully yours,Dear Sirs,Yours faithfully,Faithfully yours,Gentlemen:Yours(very)truly,Truly yours,Dear Mr.Smith,Yours sincerely,Sincerely yours,7),签名,(,The Signature),在结尾敬语下面，一般应将写信人的公司或商号名称用大写,(,私人函件不打,),，并由负责人签名。因为签名常常很潦草，不容易认清，所以要在签名下面打印签名人的姓名和职位，以便对方了解。,这一部分的格式如下：,(,a)Yours faithfully,THE NATIONAL TRANSPORT CO.,(Signature),Kao Tingwen,Manager,(b)Yours very truly,THE INTERNATIONAL TRADING COMPANY,(Signature),Charles Smith,Managing Director,2.,特别部分,(,根据实际需要而增加的部分,),A.,附件,(,Enclosure),如信中有附件时，应在左下角注明,Encl.,或,Enc.(,即,Enclosure,的缩写,),。如附件不只一件，应注明,2,Encls.,或,3,Encls.,等，或详细列明如下：,(a)Encls:2 Invoices(,发票两份,),(b)Enc.:1 B/L,（,Bill of Lading,）,(,提单一份,),1 Photo(,照片一张,),1 Certificate(,证明书一份,),B.,再启,(Postscript),信写完后，如果想起还有要紧的话要说，可在信末加,P.S.,或,PS(,即,Postscript,的缩写,),，引出补叙的话，然后由发信人签署本人简笔签名,(,本人姓名的第一个字母，如,Park Davis,只签,P.D.),；郑重的函件，一般不用,P.S.,应另写一封。,C.,经办人姓名,(Attention Line),有时，发信人希望收信商号将该信迅速交给经办人或经办部门办理，可以在封内地址和称呼之间加上经办人姓名，例如：,(a)Biddle,Sawyer&Co.,Ltd.,Hadden House,Fitzroy Street,London,SW8 25DY,England,Attention:Mr.H.A.Donnan,Export Manager,(b)Biddle,Sawyer&Co.,Ltd.,Hadden House,Fitzroy Street,London,SW8 25DY,England,Attention of Mr.H.A.Donnan,D.,事由,(,Subject or Caption),事由写在称呼下面两行处，一般是在信笺中间的位置，但平头式则从左面沿边线写起。写事由的目的在于使对方收发人员迅速转给经办人员。因此，事由必须简明扼要，使人一看就知道该信的基本内容或目的。事由一般都要在此行下划线，如：,Your Order of July 14，2015,Price Reductions,或,Re:Your Order of July 14，2015,Price Reductions,Re,是拉丁文，意思是“关于”，中文可译为“事由”。,如在信的本文第一段已明确说明此信的主题，可以不写事由，例如：,Dear Sirs，,We thank you for your letter of August 14,with your order for 50 Box Cameras.,E.,档号或参考编号,(,Reference Number),档号或参考编号是发信人为了便于归档分类而编的号，有的商行为便于知道所收到信与哪一封信有关，或使对方能迅速找到有关信件，在信笺上日期行附近或封内地址上方印有：,Our Ref.:,Your Ref.:,以便填上有关档号或参考编号，方便工作。有的虽然在信笺上没有印有上述字样，但在信的本文的第一段中提及有关编号，便于对方查对，如：,Dear Sirs,We refer to your letter of December 2,2008,ref.519/57300,and are pleased to learn from the last paragraph that your corporation is quite willing to continue and develop the friendly trade relationship,which has already existed so many years between us.,Gentlemen:,Thank you for your letter of February 28 under your reference 513/0240 regarding the Asia Pacific Production Conference.,F.,抄送,(,Carbon Copy Notation),发信人如果需要把此信抄送给有关单位知道，可在信纸的最下端左边打上,C.C.(,即,Carbon Copy,的缩写,),，然后打上抄送单位的名称，如：,C.C.:The Bank of Osaka,Ltd.,Kobe,The Osaka Chamber of Commerce&Industry,G.,姓名字首缩写,(,Name Initials),虽未做硬性规定，但商业信函中一般都包括这一部分，其目的是为了注明此信件出自何人之手。这部分标明了写信人和打字员的姓名字首的缩写，当撰写人和打字人同为一人时，通常省略这部分。如：,BS/mo,或,BS:mo,或,BS*mo(BSBlack Smith,moMary Owen)。,写信人或签字人的姓名字首缩写为大写字母，一般写在前面，打字员或执行人的姓名字首缩写为小写字母，一般写在后面。书信样例,Specimen Letter,Full Block Style,(Open Punctuation),1)THE EASTERN SEABOARD CORPORATION,350 Park Avenue,New York,10017 USA,Telephone(No.)2252780 e)Your Reference:,Telex Call No.222711(RCA)Our Reference:3456,Email:*Fax number:*,April 12,2015,2),Kanto Mercantile Corporation,2-1，Nihonbashi 3-Chome,Chuo-Ku,Tokyo 101,JAPAN,c)Attention:Mr.Maki Abe,Export Manager,3),Gentlemen:,d)Re:U.S.Products,New Price List,4),Enclosed is a new price list of U.S.Products Inc.indicating a full range of their products.,We can quote on all of these items,except a few items that are shipped from Europe or Australia.If you are interested in receiving CIF quotations on any of these items,please let us know and we shall be glad to send them to you.,We await good news from you.,5),Sincerely yours，,b)P.S.Please make confirmation by the end of this month.,THE EASTERN SEABOARD CORP.,6),(Signature),James Parrington,Vice President,a)Encl.Price List,g)JP/mf,f)cc:Mr.John Hayward,San Francisco,NOTES,1.,这里所展示的信函格式为完全齐头式，即信函每部分的每一行都向左对齐，成一垂直线。需要提醒的是现在大部分公司或商号都有备好的信签纸，上面已印好了信头（第一部分），这时应遵循各公司的约定俗成的写作方式处理信头部分。,2.,特别部分应根据实际需要来增减，其位置的安排并非完全固定不变，如：,C.C.(,抄送部分,),有时就可写在称呼部分之前，这也视写作双方的习惯而定。,3.,原则上信函每部分之间要求留出两行的空间。这里因为篇幅有限，格式上进行了省略。,EXERCISES,.Complete the following sentences in English.,1.We are interested.,a.,购买贵公司的永久牌自行车,b.,和贵公司建立业务关系,c.,知晓贵公司是最大的洗衣机进口,商,2.,Well be glad.,a.,马上收到你方自行车的最低报价,b.,收到你方彩电的订单,c.,接受你方的订单,3.We await.,a.,早日收到你方复信,b.,你方电脑的最低报价,c.,你们的好消息,.Translate the following sentences into Chinese.,1.They used to import machines from Britain but now they wish to establish business relations with us.,2.We are sorry that your quotation is unacceptable to us.,3.We expect that you will send us your lowest quotation for Little Swan brand washing machines soon.,4.We are interested in all kinds of mens shirts.,5.Will you kindly send us all the details about the Chunlan brand air-conditioners?,6.Can you supply us with tractors within three months,details as per our Enquiry Note No.4987?,7.We shall place a large order for mens shirts with you,if the time of delivery is acceptable to us.,8.We should like to mention that the Japanese quotation for Color TV sets is far more attractive than yours.,Lesson,2 Layout,of a,Business,Letter(2,),一,、商业英语书信的格式,1.,缩行式,(,Indented style,),信,函的特点：,（,1,）信头和封内地址如换行时，下一行要比上一行往右缩进,2,3,个字母的位置；,（,2,）日期放在信纸的右上端，签名放在中间偏右下方；,（,3,）每一段的第一行都从左边空白边缘往右缩进,3,5,个字母的位置；,（,4,）段落之间要空,1,2,行，如信,1,。,William&Sons,58 Lancastor House,Manchester,England,March,20,2015,Our ref.No.,Your ref.No.,The National Transport Co.,120 Broadway Street,Rangoon,Burma,Dear Sirs,Re,:Lab Instruments,Your,firm has been recommended to us by Messrs.Charles Evans Ltd.,Birmingham as a leading supplier of lab instruments.,Now,we are thinking of getting a supply of lab instruments from you.Please furnish us with a catalogue,price list and brochure,if available.,We,are looking forward to your early reply.,Yours,faithfully,2.,平头式,或,(,完全,),齐头式,(,block style),齐,头式信函的特点,：每,一行（包括日期和签名等）都从左边开始，每行取齐，成一条垂直线,。,EL Mar Trading Company,16 Main Street,Fresno,California,U.S.A.,Tel:,123456,8,January,2015,Gentlemen,:,We thank you for your letter of January 1.As requested,we enclose the catalogues for your reference.,We would be very glad to offer any further assistance.Please contact us if you need any additional information.,Yours,sincerely,Encl.:as stated,3.,混合式,(,Semiblock style with indented paragraphs,),信,函的特点：,（,1,）信函正文的每一段落的第一行采用缩行式；,（,2,）除信头、日期和签名外，其他部分采用齐头,式。,Office,of the Attorney,AAA,Company,123,Main Street,Centerville,IL66661 U.S.A,.,April 21，2015,President,Billboard Inc.,999 Broadway,Metropolis,NY22220,Dear Sir,We,value your long-term relationship with us.,A,review of your account shows that some time has passed since you last made payment to us.If there is some difficulty you are facing that is causing this,we would like the opportunity of working matters out with you.If there is the result of oversight,we would appreciate early remittance.,We,look forward to hearing from you in the near future.,Yours,truly,二、外贸书信的种,类,1.,建立贸易关系,(,Establishment of business relations),2.,询盘,(,一般的或具体的,),Enquiry(general or specific),3.,报盘,(,实盘或虚盘,),Offer(firm or non-firm),4.,贸易磋商,(,Business negotiations),（1）,还盘,(,Counter-offer),（2）,拒绝还盘,(,Declining a counter-offer),5.,成交,(,Conclusion of business),（1）,销售合同或销售确认书,(,Sales contract or confirmation),（2）,购货合同或购货确认书,(,Purchase contract or confirmation),6.,促销信,(,Sales promotion),7.,投标与招标信,(,Bid and tender),8.,订货、执行和续订,(,Order,fulfilment,and repeat order,),9.,支付与结算（,Payment and Balance),(1),信用证,(,Letter of credit),催证,(,Urging the establishment of L/C),改证,(,L/C amendment),信用证展期,(,Extension of L/C),(2),承兑交单和付款交单,(,D/A and D/P),(3),索款信,(,Collecting letters,),10.,装运和包装,(,Shipment and packing),（1）,催运,(,Urging shipment),（2）,装运通知,(,Shipping advice),（3）,有关内外包装,(,About inner and outer packing),（4）,告知包装和唛头情况（,Advising packing and shipping marks）,11.,保险,(,Insurance),12.,商品检验,(,Commodity Inspection),13.,索赔,(,Claim),（1）,提出索赔,(,to lodge a claim),（2）,理赔,(,to settle a claim),（3）,仲裁,(,to arbitrate),14.,其他形式,(,Other forms),，,如：,(1),寻找代理,(,Asking for an agent),(2),加工贸易,(,Processing trade),(3),补偿贸易,(,Compensation trade),(4),建立合资企业,(,Establishing a joint venture),(5),技术转让（,Technology transfer）,(6),租赁贸易,(,Leasing trade),15.,电子信函往来,(,telecommunication),，,如：,（,1,）传真（,Fax）,（2）,电子邮件（,Email）,三、撰写英文信函的要点,商业书信不同于小说或散文，它的文字不求华丽，但要清楚、准确。,我们应遵循如下基本要点：,1.,礼貌,(Courtesy),：措辞要周全得当，不要过分热情或谦卑。应尊重对方，不卑不亢。,2.,简洁,(Conciseness),：言简意赅，文字力求简短，避免陈词滥调。,3.,明了,(Clearness),：一封信应着重说明一两件事。要主题突出、层次分明，使对方一目了然，遣词造句不应模棱两可,。,EXERCISES,.Translate the following sentences into English:,1.,该商行在过去,5,年内一直是稳定的客户。,2.,按你们,5,月,18,日来信要求，我们已于,5,月,25,日将样品航邮给你方,。,3.,你们将在一周内得到我们有关此事的答复。,4.,承蒙鹿特丹安得森公司将你公司介绍给我们，现在我们给你方写信希望同你方建立贸易关系,。,5.,盼望早日收到你方的来信。,6.,如你方报最低价，我们将非常感激。,7.,随函附上我方价目单供你方参考,。,.Translate the following letter into Chinese:,Dear Sirs,Having obtained your name and address from Messrs.Anderson&Co.,Rotterdam,we are writing to you in the hope of establishing business relations between us.,We have been importers of arts&crafts for many years.At present,we are interested in various kinds of Chinese arts and crafts and would like to have your catalogues and quotations.,If your prices are in line,we trust important business can materialize.,We are looking forward to receiving your early reply.,Yours faithfully,Review and Highlight,1,单,元一补充 外贸英文信函应遵循,的一,般写作原,则,在,第二课“商务信函的格式”部分，我们简略地提到了英文信函的特点，即礼貌,(Courtesy),、简洁,(Conciseness),和明了,(Clearness),。这里我们将从单词、句子和段落这几方面进行具体的讲解。此外，再就英文信函的特点从另外三个方面加以补充说明。,1.,单词方面：,使用日常语汇；,使用简短的单词；,使用具体的单词。,2.,句子方面：,多用单词，少用短语或从句；,使用主动语态及人称主语；,尽量使用简短的句子。,3,.,段落安排方面：,段落不要太长；,段落重点根据所传送信息的性质安排；,和句子的长短相同，段落的长短对易读度（,readability）,有很大的影响。段落应遵循“一个段落，一个主题”（,one paragraph,one topic）,的原则，若仅叙述与主题有关的事项，通常应该不会超出,7,9,行的上限范围。,4.,语气的使用,：,语,气指的是信中带有感情色彩的内容。语气可以是正式的，也可以是非正式的；可以是肯定的，也可以是否定的；可以是说服性的，也可以是幽默的，还可以是争辩性的。,每,一种语气都有其不同的用法。但在使用否定和争辩性语气时要特别注意。语气是让你的书信适合读者的需要和水平的一种方法。比如，写信给权威机构时，你需要使用正式的语气；写信给同事时，用非正式的语气更恰当,。,5.,以“肯定”的说法代替“否定”的表达,，具体书写时应该：,尽量少向对方说“,No”,，如果办不到，也可以委婉地表示；,强调事情积极的方面；,避免使用过多否定意义的词，有时可用不带“,No”,的词来代替否定的含义。,最,后谈谈信函写作中的“体谅”原则。现代商函的写作除上述原则外，更要体现,以人为本、亲切体谅的特点,。也就是说，无论谈及何人何事，都应强调双方的情谊，以尊重、体贴对方的态度行事。这表现在句中就是许多情况下，主语用“,you”,代替“,we/I”,作主语，从而转换角度，强调对方的利益，以对方的角度和立场来考虑问题,。,EXERCISES,.Rewrite the following sentences by eliminating the negative or trite expressions and We-attitude:,1.We cannot offer you any refunds because the goods you returned are dirty and unusable.,2.We allow you a discount of 2%for cash payment.,3.We regret the need for you to write to us.,4.Our products are not defective.,5.You neglected to read the operating instructions for the new model,.,.Fill in the proper words given in the box,:,individualized,right,for,How,conversational,second,What,rather,than,In,written communication,how something is informed is frequently as important as what it said.,The _ controls,the feeling content of a message,while the What controls the subject content.,The,elements of written communication that help us achieve both the How and,the _,make up the basic principles of effective writing in communication.,All,readers appreciate a personal,_,touch.In,todays,streamlined and computerized society,it is especially important that writing be human,_,mechanistic.,While,using written message as means of establishing human relationship,one should see his reader first as human being and,_,as a customer,dealer,or manufacturer.,The tone of the letter should show respect and concern _ the readers feelings and attitudes.The writing style should be natural,_,unpretentious,and inconspicuous.,The,messages should be written to show and build up the image of the business.,Most business is run on paper wheels.To prepare for this,work hard by practicing your writing and then you will be the,_person,who makes the wheel turn the way you want it to,.,Lesson,3 Establishing Business Relations,August,1,2015,Dear Sirs,Your,company has kindly been introduced to us by,Messrs.,Freeman&Co.,Ltd.,Lagos,Nigeria,as prospective buyers of Chinese Cotton Piece goods.As this item falls within the scope of our business activities,we shall be pleased to enter into direct business relations with you at an early date.,To,give you a general idea of the various kinds of cotton piece goods now available for export,we enclose a brochure and a price list.Quotations and sample books will be airmailed to you upon receipt of your specific inquiry.,We,look forward to your,favorable,reply,.,Yours,faithfully,Encl.As stated,.,EXERCISES,.Translate the following sentences into English:,1.,我公司是拉哥斯市最大的电器用品进口商。,2.,我公司经营电器用品的进口业务。,3.,电器用品属于我公司的经营范围。,4.,我们希望与你公司建立业务关系。,5.,我公司有意购买你公司的棉布。,6.,