外贸应用文概述.ppt

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1、课程简介（course description）,1、课程名称（Course Name）：外贸应用文写作（Foreign Business Practical Writing）2、进度安排(Arrangement of working)：3、参考书（Reference Books）：1）英文商务写作教程 范红主编 清华大学出版社 2）实用英语教你写：商务信函 张迪 张爱华主编 北京航空航天大学出版社,3）实用商务英语写作 石定乐 蔡蔚编著 北京理工大学出版社 4）商务英语应用文写作与翻译 林静编著 北京大学出版社 5）新世纪英汉国际经贸词典上海外语教育出版社4、分数构成：期末成绩占60，采取闭

2、卷考试的方式，考试题型由选择题、填空题、判断题、翻译题、写作题等几种题型组成；平时成绩占40，包括课后作业、课堂作业、问答等。,第一章、外贸应用文概述,Character 1:The overview of Foreign Business Practical Writing,Outline,一、外贸应用文包含的内容(The content of Foreign Business Practical Writing)二、外贸应用文写作的原理(Principles of Foreign Business Practical Writing)三、案例分析(case study),一、外贸应用文包含

3、的内容(The content of Foreign Business Practical Writing),1、Memo（备忘录）：是企业、商务机构内部同级之间、上下级之间的书面交际形式。2、Minutes（会议记录）：记录会议的主要内容，会后发给与会者，缺席者也可以通过会议记录了解会上的决定。3、Poster（海报）：海报是主办单位机关、团体向公众报道举行文化、娱乐、体育等活动的一种事务文书，是公开而广泛向公众传递信息以招徕群众的张贴物。,4、Note and Notice（通知）：用书信（letter）或布告（bulletin）的形式把要做的事或已发生的事告知给一定的对象。5、Repor

4、t（报告）：一种对某事件或形势所做的描述；是就某一专题向一定的目标作系统的讲述。6、Graphs and Diagrams（图表）：根据一系列数据绘制而成用来描述某一事件的发展趋势。7、Resume and Application（简历和求职信的写作）：简历是对自己的生活经历，包括学历、工作经历等，有选择重点地加以概括叙述的一种常用写作。,二、外贸应用文的写作原理（Principles of Foreign Business Practical Writing）,在撰写商务应用文时，我们始终牢记7个要素，即中外信函专家常常提到的7个“C”：Completeness完整 Concreteness

5、具体 Conciseness 简洁 Correctness 正确 Clarity 清晰 Consideration 体谅 Courtesy 礼貌,（一）完整（Completeness）,要求应用文的完整，理由有三：、一封完整的应用文比一封不完整的应用文，有更大的可能性带来预期的效果；、一封完整的应用文，有助于建立和表达友善关系；、一封完整的应用文，可以避免由于遗漏重要情况（情报）所导致的诉讼（Lawsuit）；,、有时，某些不显眼的应用文或文件，由于所提供的情况完整而又生动有力（Complete and Effective）而成为极为重要的文件。一封信写得是否完整，建议用五个“”来检验，即：“

6、Who,What,Where,When 及Why(包括How)”。例如:在定货的信中，必须明确说明 需要什么商品(What you want)何时需要(When you need the goods)货物发到何地何人收(to Whom and Where the goods to be sent)如何付款(How payment will be made),如对对方的要求作出否定的答复时（如不能报盘，不能理赔等）应说明理由 为什么(Why),例（Example),“Cellulose Tape”x 3yds,with plastic dispenser 700 doz.Ditto but”x

7、5 yds,1,000doz.”这是出口商接到的一份定单中有关商品品名，规格和数量的内容。中文意思是：“纤素带（幅）宽半英寸，长3码，带塑料包装容器，700打；同上，但（幅）宽宽半英寸，长5码，1000打。”,问题是后半句不清楚。“ditto”在这里表示前面提到的商名称纤维素带，但不能包括“带塑料包装容器”，因此，幅英寸长5码的纤维素带是否要塑料包装容器没有说清楚，不完整。所以最好改成：“Cellulose Tape 1/2x 3yds,with plastic dispenser 700 doz.Cellulose Tape 1/2 x 5yds，with plastic dispenser

8、 1000 doz.”这样既完正，又清楚明确，不引起误解。,（二）具体（Concreteness）,商务信函应避免过于空泛。使所表达的内容准确而生动。当涉及到数据或具体信息时，比如说时间、地点、价格、货号等等，尽可能做到具体。这样会使交流的内容更加清楚，更有助于加快事务的进程。例如：a significant loss 应改成 a 55%loss,in the near future 应改成 by Friday noon等。,（三）简洁（Conciseness）,简洁通常被认为是最重要的撰写原则，它能节省写信人及阅信人双方的时间。简洁的意思是：在不损害完整、具体、礼貌的前提下，用尽量少的词汇来

9、表述。指导原则如下：1、避免使用陈旧的商业术语 2、要长话短说，避免罗嗦3、要注意每句句子的长短,1、避免使用陈旧的商业术语,陈旧的与传统的商业术语（Commercial jargon）对信的内容没有什么作用，应该避免使用。例（Example)：Wordy:We wish to acknowledge receipt of your letter of November 14 with the check for Stg.10 enclosed and wish to thank you for sameConcise:We appreciate your letter of November

10、 14 and the check for Stg.10 you sent with it.,例2（Example2)：,Wordy:We take liberty to approach you with the request that you would be kind enough to introduce to us some exporters of cotton textiles in your cities.Would you please introduce to us some exporters of cotton textiles in your city?Concis

11、e:Please introduce to us some exporters of cotton textiles in your city.,2、要长话短说，避免罗嗦,通常商业人士每天需要阅读大量的书信，对开门见山，长话短说，直接切题的信特别欢迎。因此，写信要力求长话短说，例如：不要写：We express our regret at being unable to fulfill your order on this occasion.应写作：We are sorry we cannot meet your present order.,要使用简洁的语言，有可能的话，尽量使用单词来代替某

12、些娇柔做作的短语。删去不必要的形容词，如下列句子中的形容词或副词删去后并不影响句子的原意：The proposal is under(active)consideration.The answer is(definitely)correct.I would(rather)think the fare is too high.The(true)facts are as stated.,3、要注意每句句子的长短,“We would like to know whether you would allow us to extend the time of shipment for twenty da

13、ys,and if you would be so kind as to allow us to do so,kindly give us your reply by cable without delay.”这句话过分“客气”，使句子过长而不清楚。内容要求对方同意延期交货20天，一般情况下，应尽可能提出延期到那一天的具体日期。,这句话可压缩为：Please reply by telegram immediately if you will allow us to delay the shipment until April 21.,（四）正确(correctness),商业书信必须写得正确，

14、因为它涉及到买卖双方的权利、义务、厉害关系，是各种商业单据（如合同）的根据。广义的说，商业书信的正确性表现在：1、运用正确的语言水平 2、叙述得正确 3、数字要正确 4、正确理解和运用商业术语,1、运用正确的语言水平,下列是用一内容三种不同语言水平的比较参考：Formal:Although Item 12 is enumerated in the report,the writer has ascertained that it is currently not in the organizations inventory or in the writers possession.Inform

15、al:Although Item 12 is listed in the report,its not in our stock now and I dont have it either.,Standard:Irregardless of the report that item its not on our shelves now,and I havent got it either.,2、叙述得正确,叙述得正确：商业书信的内容要叙述得正确，既不要说得不够(Understatement)，更不要说得过头(Overstatement)。例：This stove is absolutely t

16、he best(or:the very best)on the market.(这种炉子是市场上绝对最好的炉子。)这句话是用来介绍商品的，但没有具体介绍商品的性能，而是抽象地断定这种炉子是“市场上最好的”。这样介绍商品，不但不能达到推销的目的，反而使人对写信人有“卖狗皮膏药”的感觉。,改写,Our model A195 is designed on modern lines,without any increase in fuel consumption,25%more heat than the older models.So you will agree that it is the ou

17、tstanding stove for economy of fuel.(我们的A195型炉子是按现代样式设计的，在不增加燃料消耗的情况下，比其他各种旧式炉子温度高25。所以，你会同意，这是优良的节约燃料的炉子。),3、数字要正确,做对外贸易离不开数字。对商业书信中的数字的正确性要特别加以注意，有时“失之毫厘，差之千里”。甚至引起不同的理解。“以上”，“以下”，“以前”，“以后”，“从到”等的表达法 例如：二美元和二美元以上$2 or(and)$2 above(over),4、正确理解和运用商业术语,一般常用的商业用语用字简洁，意义明确，使用得好，工作进行得顺利，使用得不好，就会引起混乱，误解

18、，甚至产生不必要的纠纷。如：You ask very short delivery for your order.写信的人原意是说“你们要求赶快交你们的定货。”,可是short delivery不是快点交货的意思，而是“短交”的意思，这就用错了商业术语。短交(Short Delivery),是指货物包装良好，但买方在收到货物后，经开箱检验，将实际货物与装箱单核对，发现货件短少。因此，应该说：You require quick(prompt)delivery of your order.,（五）清晰(clarity),要确保你的信函阐述清楚，以免引起对方误解。首先，应对要达到的目标有一个具体的思

19、路。只有头脑清醒时才能表述清楚。同样重要(也许是更重要)的是要让人理解你的意思，因此，建议在写信的时候要考虑阅信人的理解水平，既不要高于也不要低于其理解力，我们可以：,1、避免使用可能产生不同理解或意义不明确的词,例 As to the steamers sailing from Hong Kong to San Francisco,we have bimonthly direct services.(从香港到旧金山有直达船，)但是bimonthly 究竟是一个月两次即半月一次呢，还是两个月一次？不明确。因此，最好清楚明白说明一个月两次还是两个月一次”,（a）We have two direc

20、t sailings every month from Hongkong to San Francisco.（每月两次直达船）（b）We have semimonthly direct sailing from Hongkong to San Francisco.（每半月一次直达船）（c）We have a direct sailing from Hongkong to San Francisco every two month.（每两个月一次直达船）,2、注意修饰词的位置,有时修饰词的位置不同，会导致不同的含意如：a)Please let us know what you wish us t

21、o do about this matter as soon as possible;b)Please let us know as soon as possible what you wish us to do about this matter.以上两句中的“”修饰的内容不同：a)你们要求我们尽快做些什么。b)请尽快告诉我们。,a)可译成“请告诉我们你们要我们为此尽快做些什么”；b)可译为“请尽快告知，你们要我们为此事做些什么”。,3、注意代名词，关系代词和先行词的关系,按照英语习惯，句子中的代名词和关系代词一般是指离得最近的名词，因此要特别注意，以免引起误解或不清楚。例句：不好：They

22、 informed Messrs.John&Smith that they would receive an answer in a few days.较好：They informed Messrs.John&Smith that latter would receive an answer in a few days.,4、注意前后一致和紧凑，连贯,不一致：Being a certified public accountant,I am sure you can help us.一致：Being a certified public accountant,you can surely hel

23、p us.Or：As you are a certified public accountant,I am sure you can help us.,5、仔细和恰当地分段落,商业书信要写得使人一读就明白，因此必须按照内容仔细和恰当的分段落，一般的分段落原则是一个段落一个意思（A paragraph for each point is a good general rule.）现举例说明：Dear Sirs,It is reported in a domestic newspaper that the Iranian Central Bank has instructed the commer

24、cial banks to suspend their business of opening a new letter of credit,as from the 3rd May for financial reason of foreign currency.Although it is said that this arrangement would be a temporary one and with establishment of new import policy this emergency arrangement would be lifted,we are much co

25、ncerned about the outcome of this movement toward restriction of import to Iran and shall be obliged if you will kindly keep us well advised of development of this new arrangement especially in connection with import from France.Yours faithfully,以上这封信只有一段，供两句。第一句39字，第二句66句。读后虽然能基本了解其内容，但读起来很舒服。信的内容大

26、体有三点：、伊朗中央银行因外汇原因，通知个商业银行从五月三日起停止开立信用证；、这临时措施，新的进口政策一订，这个措施可能取消；、希望对方随时告之有关情况。按照这三点，适当地分段，把信重新改写，读起来比原来的清楚易懂：,Dear Sirs,It is reported in a vernacular newspaper that the Iranian Central Bank has instructed the commercial banks to suspend their issuing new letters of credit as from the 3rd May becaus

27、e of its decreasing foreign currency funds.Furthermore it is said that the suspension seems a temporary one and will be released with establishment if a new import policy.,We are much concerned,however,about the outcome of this movement toward restriction of import to Iran.We,therefore,shall be obli

28、ged if you will keep us well informed of development of this new state of affairs,especially in connection with imports from France.Yours faithfully,（六）礼貌(courtesy),礼貌是商务应用文的主要特征。友好的口吻和措辞对沟通双方之间的感情、实现信函所要达到的方针具有很好的效果。冒失生硬的表达对于成立商业关系和连结长久合作都是极为晦气的,应该力争避免。例如:1)You are requested to ship our good withou

29、t any delay.(Worse)2)Your prompt shipment of our order will be highly appreciated.(Better),1、把命令变成请求的常用形式,Please,Will you.,Will you please.,如：a)Will you give us more detailed information on your requirement?b)Will you please(kindly)let us hear from you on these two points?c)Would you compare our sam

30、ple with the goods of other firms?,2、虚拟式（Past Subjunctive From）,a)We wish you would let us have your reply soon.b)This would seem to confirm our opinion.c)We should be grateful if you would help us with your suggestion.以上的句子也可用 will,shall,may,但是用虚拟式则表示更客气和婉转些。,3、缓和用法（Mitigation）,为了缓和过分强调或刺激对方，常用:We

31、are afraid,we would say,we may(or,might)say,we(would)think,it seems(or would seem)to us,we(would)suggest,as you are(or:may be)aware,as we need hardly point out等等表达法来缓和语气，如：a)It was unwise of you to have done that.We would say that it was unwise of you to have done that.,b)You ought to have done it.I

32、t seems to us that you ought to have done it.c)We cannot comply with your request.We are afraid we cannot comply with your request.d)Our products are the very best on the market.We might say that our products are the very best on the market.,e)You must keep the matter to yourselves.You must,we would

33、 add,keep the matter to yourselves.f)You must cut off your order in half We would suggest that you cut your order in half.g)We have not yet had your reply.It appears that we have not yet had your reply.,4、运用被动语气,有时，运用被动语气，比主动语气客气，如：a)You made a very careless mistake.A very careless mistake was made.

34、b)You did not enclose the check with your order.The check was not enclosed with your order.,c)For the past two years,you did not give us any order.For the past two years,no order has been given us.Or:For the past two years,no business has been materialized between us.,5、避免（或力争避免）使用语气强烈或容易引起不快的词汇,a)w

35、e demand immediate payment from you.demand的意思是ask for(sth)as if ordering,or as if one has a right to,即带有命令意味的要求。非不得已，应尽可能避免使用demand而改用request如：We request your immediate payment.b)We are disgusted with your manner of doing business.,disgust意味hate而且有strong feeling of dislike or distasted,既厌恶的意思，因此，还是婉

36、转或含蓄一些为宜，如：We are not completely satisfied with your manner of doing business.c)We must refuse your offer.Must带有威胁性的意味（minatory tone），不如改为：We regret that we are unable to accept your offer.Or:We regret that we are not in a position to accept your offer.,d)We want you to assist us.带有傲慢或长者的口吻（superior

37、 tone），不如改为：Your assistance would be appreciated.,6、使用高兴，遗憾，感谢等词汇及表达法,(1)We have pleasure of-ing.We have pleasure in-ing.It is with pleasure that we do so.It gives us(great,much)pleasure to do so.We are pleased for us to do so.Its a pleasure for us to do so.We are glad(or:delighted)that you do so.We

38、 shall gladly do so.We shall feel happy if you will do so.We are happy to do so.,(2)表示感谢的表达法有We are(very,most)appreciative of your doing so.We are gratified to learn that you do so.We shall be(or:feel)obliged by your doing so.We shall be obliged if you will do so.You will oblige us by doing so.We sh

39、all be grateful to you if you will do so.We shall appreciate your doing so.We shall appreciate it if you will do so.We shall thank you to do so.It will be appreciated if.We are thankful that you do so.,(3)表示遗憾的表达法有：It is a matter for regret that we cannot do so.It is with regret that we must do so.W

40、e express our regret at-ing.To our regret we cannot do so.It is regrettable that we must do so.We regret that we cannot do so.We regret to do so.It is to be regretted that you do so.We are regretful that we must do so.It is a pity that you cannot do so.We are sorry we cannot do so.We are sorry to do

41、 so.,（七）谅解(consideration),拟定信函时要处处从对方的角度去考虑问题,而不是从自身出发,语气上更尊敬对方。要做到谅解,写信人需注重以下两点:1)使用“您”、“贵方”多于“我”或“我们”,例如:You will be happy to know Your new charge account is now open for your convenience.,2)让对方时刻感应感染到你是站在对方立场上考虑问题的,例如:We are now enclosing the latest pamphlet to you for your reference.You earn 4%d

42、iscount when you pay cash.,符合7C原则的信函实例,Dear Sirs,Our client in Mumbai requests us to obtain from you a pro forma invoice for color TV sets with the following specifications:“Haier”brand color TV sets 25-inch and 34-inch(each 500sets).Would you please airmail us the soonest possible your pro forma in

43、voice for 1,000 color TV sets with prices CIF Mumbai,so that we obtain our clients confirmation.,There is no question about our getting the necessary import license from our authorities.As soon as the said license is approved,we shall establish an L/C in your favour.Thank you for your close cooperat

44、ion in this respect.Yours Sincerely,John Smith,敬启者：我们的一个孟买客户要求我们从贵方取得下列规格的彩色电视机形式发票：“海尔”彩色电视机25英寸和34英寸各500台。请尽快航邮注有孟买到岸价格的1000台彩色电视机的形式发票，以便我们取得客户认可。从当局取得必要的进口许可证当无问题。一经获得许可证即开以贵方为受益人的信用证。感谢贵方的密切合作。你真诚的，约翰史密斯,三、案例分析(case study),Dear Sirs,Your message has been received.Thank you.It is difficult to un

45、derstand your inquiry of 56mm 80hm waterproof speaker which can handle 102db,because through our vast experience,it is almost impossible in technology.Can you supply us with your sample?If so,it would be big help to this project.Hope we could work together.Yours faithfully,修改后,Dear Mr.Jones:Thank yo

46、u for your inquiry dated April 9th.Regarding the product you are looking for,currently our factory doesnt have the exact specification as you mentioned.We would appreciate it if you could supply us more details about the product you need,such as usage,product structure,material,working condition and

47、 so on.,That will help us to see if we are able to meet your specifications.Please take a moment to review some similar products in the enclosed catalog.They are all of high quality and have been exported to many countries worldwide.Thanks again and we are looking forward to establishing a business relationship with your company in the near future.,Any of your early comments will be highly appreciated.Best regards,Chen RongDirector,International MarketingZhejiang Golden Textiles,