商务英语写作概述课件.ppt

2023/1/18,1,BUSINESS WRITING商务英语写作Course Outline,本讲义供嘉铭公司内训专用,2023/1/18,2,Text Book,商务英语写作(修订版)BUSINESS ENGLISH WRITING胡英坤 车丽娟 主编外语教学与研究出版社 2013.8,本讲义供嘉铭公司内训专用,2023/1/18,3,Contents,1 An Overview of Business Writing2 Structure and Style of Business Letters3 Sales-related Inquiries and Replies 4 Orders and Confirmation Letters 5 Letters about Shipment,商务信函的结构与格式,商务写作概述,询盘与回复,订单与确认函,装运函,本讲义供嘉铭公司内训专用,2023/1/18,4,6 Letters About Payment and Settlement of Accounts 7 Routine Claims and Adjustment8 Persuasive Claims and Refusals 9 Sales Letters 10 Invitation and Thank-you Letters,付款与结帐函,日常投诉与理赔,邀请函与感谢信,销售函,说服性索赔与拒绝函,本讲义供嘉铭公司内训专用,2023/1/18,5,11 Letters of Apology and Congratulation12 Notice and Announcement 13 Memos and Minutes 14 Preparing resumes15 Letters of Application,道歉信与祝贺信,通知与通告,备忘录与会议记录,准备简历,申请信,本讲义供嘉铭公司内训专用,2023/1/18,6,16 Letters of Recommendation17 Proposals18 Organizing and Preparing Reports19 Questionnaires20 Business Agreements,意向书,商务协议,调查问卷,推荐信,报告,本讲义供嘉铭公司内训专用,2023/1/18,7,BUSINESS WRITING商务英语写作,An Overview of Business Writing,Unit 1,商务写作概述,本讲义供嘉铭公司内训专用,2023/1/18,8,Why to improve writing skills？,The ability to write effectively is a valuable business asset.Three reasons:1)business is transacted in writing;2)writing effectively helps increase company sales and profit;3)proficiency in writing gives a personal advantage,本讲义供嘉铭公司内训专用,2023/1/18,9,Tasks of this chapter,.Functions of Business Writing.Criteria for Effective Business Writing.Modern Changes.Basic Patterns of Writing,本讲义供嘉铭公司内训专用,2023/1/18,10,Every business message is designed to achieve a specific business objective.Its success depends on what it says and to what extent it induces a favorable response from the reader.,本讲义供嘉铭公司内训专用,2023/1/18,11,I.Functions of Business Writing,Business writing has three functions:To informTo influenceTo entertain,本讲义供嘉铭公司内训专用,2023/1/18,12,To inform,Messages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the business.e.g.explain instructions to employees,announce meetings and procedures,acknowledge orders,accept contracts for services,etc.,本讲义供嘉铭公司内训专用,2023/1/18,13,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.,本讲义供嘉铭公司内训专用,2023/1/18,14,To influence,A business message must also influence the readers attitudes and actions.e.g.letters promoting a product or service and seeking support for ideas and worthy causes presented to supervisors,stockholders,customers/clients,and others.,本讲义供嘉铭公司内训专用,2023/1/18,15,To entertain,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.,本讲义供嘉铭公司内训专用,2023/1/18,16,It seems easy enough,for example,to ask payment of a bill,but it is quite difficult to secure payment without offending the reader and losing his or her future patronage.No communication is wholly successful unless it retains the readers goodwill.,本讲义供嘉铭公司内训专用,2023/1/18,17,Functions of Business Writing,(1)To inform convey informationexplain instruction,announce meetings and procedures,acknowledge orders,accept contract(2)To influence affect the readers attitudes and actions(3)To entertain retain the readers goodwill,本讲义供嘉铭公司内训专用,2023/1/18,18,Criteria for Effective Business Writing,Successful business message:(1)the receiver interprets the message as the sender intended it(2)it achieves the senders purposes.,本讲义供嘉铭公司内训专用,2023/1/18,19,II.Criteria for Effective Business Writing 6/7Cs,Courtesy CorrectnessConcisenessConsideration,ClarityConcretenessCompleteness,本讲义供嘉铭公司内训专用,2023/1/18,20,Courtesy,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.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 not to the client explaining why.,本讲义供嘉铭公司内训专用,Goodwill Effects:friendly,courteous things that make relations between people enjoyable.,2023/1/18,21,本讲义供嘉铭公司内训专用,2023/1/18,22,Example 1,Dear Sirs,we are sorry you have misunderstood us.()Dears Sirs,we are sorry we didnt make ourselves clear.()We cannot understand why you have had trouble with these articles.()We presume that there must be some reasons for you having trouble with these articles.(),本讲义供嘉铭公司内训专用,2023/1/18,23,I write to send my congratulations.Congratulations to you on your promotion!We wont be able to send you the brochure this month.We will send you the brochure next month.,本讲义供嘉铭公司内训专用,2023/1/18,24,Your letter is not clear at all.I cant understand it.If I understand your letter correctly(tactful),本讲义供嘉铭公司内训专用,Using your-viewpoint-a technique for building goodwill-emphasizes the readers interest and concerns.,2023/1/18,25,本讲义供嘉铭公司内训专用,2023/1/18,26,Different Attitudes We/I attitude You attitude,A large sale of our products will make our company more profitable.We are in need of fund and you must pay We can not offer you any refund Obviously you forget telling us the color,A good sale of the products will benefit you.To maintain your excellent credit,please remitYou could obtain a refund if Please indicate your choice of color,本讲义供嘉铭公司内训专用,2023/1/18,27,Examples of You-attitude,We-view point 1.I am happy to report 2.We are please to have your new account 3.We make Willet razor in three weightslight,medium,and heavy.,You-view point 1.You will happy to know 2.Your new charge account is now open for your convenience.3.So that you can choose the one razor that is just right for your beard,Willet makes razors for you in three weightslight,medium,and heavy.,本讲义供嘉铭公司内训专用,Taking a positive tone,2023/1/18,28,本讲义供嘉铭公司内训专用,2023/1/18,29,Project a Positive,Tactful Tone,Chapter 3,本讲义供嘉铭公司内训专用,2023/1/18,30,Project a positive,tactful tone(1),1.State ideas using positive language Speak of what can be done instead of what cannot be done,of the pleasant instead of the unpleasant Positive words make messages more diplomatic and promote positive human relation Think of examples of negative language you have heard that could be easily be stated using positive words.,本讲义供嘉铭公司内训专用,2023/1/18,31,Dont forget to submit your report We cant ship your goods untilYou neglect to indicate the specification,1.State ideas using positive language,Remember to submit You will receive your goods Please send the complete specification,本讲义供嘉铭公司内训专用,2023/1/18,32,Negative attitude Positive attitude,We cannot deliver your order on schedule because of the earthquake.Now that we are short of funds,we have to put the proposed project aside.,We will deliver your order when the road resumes to traffic.If we solve the financial problem,we will start the project.,本讲义供嘉铭公司内训专用,2023/1/18,33,2.Avoid using second person when stating negative ideas,You made numerous mistakes on this page.You keyed a perfect copy.(preferred),This page contain numerous mistakes.(preferred),本讲义供嘉铭公司内训专用,2023/1/18,34,3.Use passive voice to convey negative ideas,Suburo did not proofread this proposal carefullySuburo completed the job two months behind the schedule Suburo completed the job two months ahead of the schedule,The proposal was not proofread carefully The job was completed two months behind the schedule The job was completed two months ahead of the schedule,本讲义供嘉铭公司内训专用,2023/1/18,35,4.Use the subjunctive mood,Negative I cannot accept the recommendation I am not able to accept your invitation,Subjunctive Mood I wish I could accept the recommendation I could accept your invitation if I were to cancel my meeting on,本讲义供嘉铭公司内训专用,2023/1/18,36,5.Include a pleasant statement in the same sentence,Your personal ratings for communication ability were satisfactory.,Your personal ratings for communication ability were satisfactory,but your rate for technical competence was excellent.,本讲义供嘉铭公司内训专用,Being conversational,2023/1/18,37,本讲义供嘉铭公司内训专用,Conversational language,Dull and stiffPlease be advised that your should sign the form before the 1st.Kindly advise at an early date.I herewith hand you Thanking you in advance,Conversational Please sign the form before the 1st.Please let me know soon.Here is Ill sincerely appreciate,2023/1/18,本讲义供嘉铭公司内训专用,38,2023/1/18,39,Correctness,Correct 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.,本讲义供嘉铭公司内训专用,2023/1/18,40,Example 2,Enclosed is the copy of receipt.()Enclosed is a copy of the receipt.()I am looking for another sales channels.()I am looking for other sales channels.(),本讲义供嘉铭公司内训专用,2023/1/18,41,A.with pronouns.Our competitors were most successful than ours.(us)B.with adjectives.The two first(first two)items are not available.,本讲义供嘉铭公司内训专用,2023/1/18,42,C.with article.We are interested in same.(the same)D.with verbs.Neither of the offers are(is)acceptable.A block of flats are(is)being built.,本讲义供嘉铭公司内训专用,2023/1/18,43,E.with adverbs.We had a quite(quite a)successful meeting.F.with conjunctions.He not only built(built not only)houses,but also flats.,本讲义供嘉铭公司内训专用,2023/1/18,44,G.with participles While studying the report,the telephone rang.(insert“I was”between while and studying)While I was studying the report,the telephone rang.Special attention should also be paid to names of article,specifications,quantity,figures,units,etc.,本讲义供嘉铭公司内训专用,2023/1/18,45,Avoid Sentence Faults,See the following examples:Avoid fragments(不完整的句子).Avoid comma splices（逗号拼接句）.Avoid run-on sentences（连写句）.Eliminate misplaced elements.Eliminate dangling modifiers(垂悬修饰语).,2023/1/18,本讲义供嘉铭公司内训专用,45,2023/1/18,46,Avoid fragments,A sentence fragment lacks either a subject(Actor)or verb(Action).My research report in business communication took a long time to prepare.And turned out badly.My research report in business communication took a long time to prepare,but it turned out badly.,2023/1/18,本讲义供嘉铭公司内训专用,46,2023/1/18,47,Avoid comma splices,A comma splice results when two sentences are incorrectly joined or spliced together with a comma.Profits were down in 2005,the Board blamed the recession.Profits were down in 2005.The Board blamed the recession.,2023/1/18,本讲义供嘉铭公司内训专用,47,2023/1/18,48,Avoid run-on sentences,A run-on sentence joins two complete thoughts without proper punctuation.Employees want to keep their jobs they will work hard for promotions.Employees want to keep their jobs.They will work hard for promotions.,2023/1/18,本讲义供嘉铭公司内训专用,48,Eliminate misplaced elements,We have taken the check to the bank,which was unsigned.The three year budgets are being returned to the strategic planning committee,which have some serious defects.,We have taken the check which was unsigned to the bank.The three year budgets,which have some serious defects,are being returned to the committee.,2023/1/18,本讲义供嘉铭公司内训专用,49,Eliminate dangling modifiers,To create that bar chart,the information must be keyed into a spreadsheet(电子数据表)file.Although tied up,the feasibility report had to be completed.,To create that bar chart,you must key the information into a spreadsheet file.Although she was tied up,Sonia had to complete the feasibility report.,2023/1/18,本讲义供嘉铭公司内训专用,50,2023/1/18,51,Conciseness,Effective writing is conciseeach word,sentence,and paragraph counts.Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy.Conciseness will give emphasis to your message.,Time is money.,本讲义供嘉铭公司内训专用,2023/1/18,52,Communicate concisely,1.Eliminate redundancies Redundancy:a phrase in which one word unnecessarily repeat an idea contained in an companying word.e.g.exactly identical,past history,advance forward,brief summary,honest truth,hot water heater,本讲义供嘉铭公司内训专用,2023/1/18,53,Communicate concisely(2),2.Use active voice to reduce the number of words 3.Include only essential information 4.Eliminate clichs that are often wordy and not necessary to understand the message5.Do not restate ideas that are sufficiently implied 6.Use suffixes or prefixes 7.Use compound adjectives,本讲义供嘉铭公司内训专用,2023/1/18,54,Example 3,We do not anticipate any increase in prices in the near future.(Poor)We do not expect prices to rise soon.(Better)Owing to the fact that your competitors price is much lower than yours,we cannot accept your offer.(Poor)Because your competitors price is much lower than yours,we cannot accept your offer.(Better),本讲义供嘉铭公司内训专用,2023/1/18,55,Shorten wordy expressions.We have begun to export our machines to countries abroad.We have begun to export our machines.,本讲义供嘉铭公司内训专用,2023/1/18,56,Use words to replace phrases or clauses.In the event that you speak to Mr Wood in regard to production,ask him to give consideration to the delivery schedule.If you speak to Mr Wood about production,ask him to consider the delivery schedule.,本讲义供嘉铭公司内训专用,2023/1/18,57,We require furniture which is of the new type.We require new-type furniture.,本讲义供嘉铭公司内训专用,2023/1/18,58,Example,Cluttering wordsAt the present timeFor the purpose ofFor the reason thatAn accordance withIn the near futureIn view of the fact that,Concise substitutionsNowForSince,becauseBySoonSince,because,本讲义供嘉铭公司内训专用,2023/1/18,59,Example,Cluttering wordsOn the basisOn the occasion ofWith a view toWith regard to,with reference toPrior to,Concise substitutionsByOnToAboutbefore,本讲义供嘉铭公司内训专用,2023/1/18,60,Surplus words,There are five rules that should be observed.Five rules should be observed.In the period between June and August they found the error.Between June and August they found the error.,本讲义供嘉铭公司内训专用,2023/1/18,61,Repetition,It came at a time when we were busy.It came when we were busy.Jewelry depreciate in value slowly.Jewelry depreciate slowly.It will cost a sum of$130.It will cost$130.,本讲义供嘉铭公司内训专用,2023/1/18,62,He asked about a certain person by the name of Bill Jones.He asked about a person by the name of Bill Jones.We met in the city of Columbus that year.We met in Columbus that year.The cellphone sells for the price of$79.99.The cellphone sells for$79.99.,本讲义供嘉铭公司内训专用,2023/1/18,63,Our new model is longer in length than the old one.Our new model is longer than the old one.The consensus of opinion is that the tax is unfair.The consensus is that the tax is unfair.,本讲义供嘉铭公司内训专用,2023/1/18,64,Clarity,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.,Time is money.,本讲义供嘉铭公司内训专用,2023/1/18,65,Example 4,They have a decided advantage in regard to freight.(Poor)They have a decided advantage in regard to freight charges(运费).