领先商务英语函电PPT.ppt

Business correspondence/letter,外贸英语函电 授课教师：赵晓霞,先修课程： 国际贸易国际贸易实务；,具备能力：具备一定的英文读写水平；,课外参考书目,国际贸易实务（双语教程）易露霞 陈原主编 清华大学出版社 国际商务函电陆墨珠 编 著 中国商务出版社 外贸英语函电易露霞 王娜娜 陈原主编 清华大学出版社 外贸函电写作常玉田 著 中国人民大学出版社,教学目的 objective of our class,掌握涉外经贸工作中商务信函的 写作技能；,具体要掌握构成函电核心英语的三大板块：,本课的具体内容,包括外贸业务流程涉及到的信函： Enquiries and replies询盘及答复、 offers and counter-offers发盘及还盘、 orders and their fulfillment订单及其执行、 packing包装、 insurance保险、 shipment装运、 payment付款、 complaints and claims申诉、索赔与理赔 agency代理；,chapter 1 Introduction,Section 1 Principles of good writing 商业书信的目的（与艺术作品不同）： Delivering information（提供消息）; Persuasion（动摇对方心意）; Expressing good will（表达善意）. 正文的书写原则7Cs principles ：7C原则,7Cs principles 正文的书写原则：7C原则 (1) Clarity 明晰，清楚 The writer must try to express himself clearly. To achieve this, he should keep in mind the purpose of his letter ; and use appropriate words in correct sentence structures to convey his meaning. He should also avoid ambiguous sentences.,Compare:,The L/C must reach us for arranging shipment not later than 8 October. The L/C must reach us not later than 8 October for arranging shipment . They bought a bicycle in Beijing in a small shop which costs $25.00 . They bought a bicycle for $25.00 in a small shop in Beijing.,To make his message clear, the writer must present it in well-constructed sentences and paragraphs, and include necessary transitional words or expressions to link them up.,(2) Conciseness 简洁,Conciseness means saying things in the fewest possible words. A concise business letter should say things briefly but completely without losing clarity or courtesy. To achieve conciseness try to avoid wordiness or redundancy.,a. Shorten wordy expressions,We have begun to export our machines to countries abroad. We have begun to export our machines.,b. 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.,c. Avoid padded expressions,It should be noted that this is the best we can do. Please be advised that we have received your invoice.,A good rule to remember when composing letters,to keep the language simple ,clear and easy to read,（3）Courtesy 谦虚有礼 Courtesy is not mere politeness. It stems from a sincere You-attitude. The courteous writer should be sincere and tactful, thoughtful and appreciative. Compare: Your letter is not clear at all. I cant understand it. If I understand your letter correctly (tactful),Avoid irritating, offensive or belittling statements; For best results, and also as a matter of courtesy, answer letters promptly.,（4） Consideration 周全，体谅 Prepare every message with the reader in mind and try to put oneself in his place. Plan the best way to present the message for the reader to receive. Emphasize the You-attitude rather than the we-attitude Adapt the language and message to the receivers needs. It is also better to focus on the positive rather than the negative approach.,Compare the following pairs of sentences:,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.,(5) Concreteness具体,Make the message specific, definite and vivid. Compare: These brakes can stop a car within a short distance. These Goodson power brakes can stop a 2-ton car within 24 feet. A decision has been made to set up an office in Osaka. The board of directors decided to set up an office in Osaka,(6)Correctness正确,As applied to a business message, correctness means appropriate and grammatically correct language, factual information and accurate reliable figures. Errors often occurred in business writing: a. with pronouns. Our competitors were more successful than ours (us).,b. With adjectives. The two first (first two) items are not available. C. with article. We are interested in same. (the same) D. with verbs Neither of the offers are (is) acceptable. E. with adverbs. We had quite a (a quite) successful meeting.,(7) Completeness 完整,A business communication should include all the necessary information. It is essential to check the message carefully before it is sent out. 是否完整可用5个“W”来检验，即“Who, what, where ,when and why”,Section 2 Parts of a business letter信件的各部分内容,A. The Standard Parts标准部分（必写部分） A standard business letter consists of seven parts（7部分）:,The letterhead（heading）信头 A printed letterhead contains the companys name, address, postcode, telephone number and fax number, etc.,包括：发信人公司名称、地址、邮编、电话号码、传真号码、电子信箱等,It is usually centered or at the right or left margin . When writing on blank paper, type only the address at the right or left margin, e. g.,见下例：,a) 居右 123 Third Avenue New York, NY 10017 U. S. A. June 4, 1999 Mr. L. Jones 4 Victoria Street London SWI HOET Britain Dear Mr Jones Enclosed is a letter from Mr. B. Bergland which I have been asked to transmit to you. Sincerely yours,b)居左 123 Third Avenue New York, NY 10017 U.S.A. June 4, 1999 Mr. L. Jones 4 Victoria Street London SWl HOET Britain Dear Mr Jones, Enclosed is a letter from Mr B Bergland which I have been asked to transmit to you. Sincerely yours,(2) The date. 日期,The date should be placed below the letterhead to the right for indented style and to the left for block style.,位于信头下面,The date should be typed in full and not abbreviated (e.g. December for Dec. ) and there is a growing tendency to omit the-th, -st, -nd and -rd that follow the day (e. g. 2 June for 2nd June).,The recommended forms for dates are as follows: 8 June 2013 and June 8,2013 Avoid giving the dates in figures, for the practice to write dates varies in different countries. English practice follows the order of day, month and year while it is the U. S. practice to write in the order of month, day and year. For example, 2/3/2013 could be taken as either February 3 or March 2, 2013.,次序是日、月、年或月、日、年,(3) Inside name and address 封内名称和地址,The name and address of the receiver is typed at the left hand margin at least two lines below the date. Courtesy titles are used in correspondence. Write Mr.for a man and Mrs. “Miss or Ms. or for a woman. Mr. W. Bray,When the receiver holds a special title, (有特别头衔时)，such as Doctor, Professor or Sir, use it instead of Mr. or Ms. and his official position should follow: Dr. E. Browning（用Dr代替Mr） president(官方职位),特别头衔时，则用此头衔取代Mr.,官方职位写在下一行,When addressing business executives, include their title. The business title usually follow the persons surname. A comma is used and the title is capitalized. If the title is too long to fit on the same line as the name, place it on the line below: 1. Mr. Paul Johnson, President 2. Dr. Philip D. Rogers Assistant Marketing Manager,商业头衔跟在姓后,要加逗号,商业头衔太长，放下一行,For company name, either the full name of the company or its official abbreviation may be used： International Business Machines corporation IBM Corporation,公司名称写全称或缩写均可,Follow the companys own practice regarding “Company“ and “Corporation“ and the abbreviated forms may be used, like: Overseas Investment Inc. China Power Corp.,根据各公司的习惯来写公司这个单词,Messrs. is the abbreviated form of the French word Messieurs used only for partnerships whose company names include a personal element, e. g. Messrs. MacDonald & Evans,公司名称含有人名时，使用此词,In most European countries, the right order is house number, street number, name of town, postal code, and name of country, e. g. The Asia Glass Co. Ltd. 23 Gate Street Southampton S04 T60 United Kingdom,For the United States. use the Postal Service abbreviation for states (e. g. NY for New York, MA for Massachusetts) and the Zip Code. 234 Commonwealth Avenue Boston MA 23456 U.S.A.,(4) The salutation 称呼（开头敬语） The salutation is the polite greeting with which a letter begins. Its form depends upon the writers relationship with the receiver. The customary formal greeting in a business letter is Dear Sir (Madam) or Dear Sirs, (Mesdames) (BrE) or Gentlemen (AmE). But the trend these days is towards informality, especially if the receiver is known to the writer personally. A warmer greeting, Dear Mr. Mason is then preferred.,如何写取决于写信人与收信人的关系,Dear Sirs, to a company Gentlemen: （美国人常用）to a company Dear Sir, to a man if you dont know his name Dear Madam, to a woman if you dont know her name Dear Mr. Smith, to a man Dear Mrs. Smith, to a married woman Dear Miss Smith, to a single woman Dear Ms. Smith, to a woman you are not sure whether she is married or not Dear John,to a close friend,(5) The body正文,This contains the actual message of the letter. The letter should be carefully planned and paragraphed, with the first paragraph referring to any previous correspondence and the last paragraph to future actions or plans.,NOTE: 1.函件只写在信纸的一面， 2.如果正文较长，一页不够，第二页至少有三行正文。 3.第一页最后一行的右边写上to be continued 第二页需用不带信头的信纸，第一行要写上收信者单位、页数和日期。如： Collins Telecom Company, -2- March 5,2013,(6) The complimentary close. (结尾套语) The complimentary close is merely a polite way of ending a letter. It is in keeping with the salutation. The most commonly used sets of salutation and complimentary close are: Formal: Dear Sir(s) Yours faithfully, ;Faithfully yours, Gentlemen Yours truly,; Truly yours, Less formal: Dear Mr. Henry, Yours sincerely, (or Sincerely yours,),低于正文一、二行，放在信的右或左下角,(7) The signature.(签名),A letter should be signed by hand and in ink. Because many hand written signatures are illegible ,the name of the signer is usually typed below the signature and followed by his job title or position. H. Ford(手写) H. Ford Sales Manager,在打好的姓名之上，仍需手签自己的姓名，以表示郑重,B. The optional parts特别部分（根据实际需要而增加的部分） (1). The reference(参考编号/信函编号), In business communication, references are often made to previous correspondence. The reference may include a file number, departmental code or the initials of the signer of the letter to be followed by the typists initials in this fashion: Our Ref.: 10201 JS/EW If the letterhead includes a place for references, they will be typed in the space provided, otherwise they are typed immediately below the letterhead with Your ref. to precede Our ref, . If desired, the reference initials can also be placed at the lower left margin two lines below the typed name of the signer.,为信件归档，查找之用,通常由我方编号，对方编号组成,(2) Attention line(经办人) Attention line is used to direct the letter to a specific individual or section of the firm. It generally follows the inside address. The Space Engineering Co. Ltd. Brazenose Street MANCHESTER M60 8AS Attention: Sales Manager,要求该公司某特定人收阅和经办,放在封内地址的下面,(3)The subject line (事由),The subject heading is often inserted between the salutation and the body of a business letter to call attention to the topic of the letter. Re: Price Reductions Subject: Price Reductions,写在称呼下面、信笺中间的位置。,可以划线，也可以不划。 有时可全部用大写字体,关于，有关,(4) Copy notation. (carbon copy) （抄送） When copies of the letter are sent to others, type c. c. below the signature at the left margin, their names are listed on the letter below the signature, usually in alphabetical order by surname or in order of seniority. c.c.: Mr J. Cooper Mr W. Newman,(5) Enclosure notation.（附件）,Enclosures (3)或Encls. Encl.(或Enc.) 3 catalogues (6) Postscript.(再启) Try to avoid the use of postscripts. If unavoidable, write in this fashion. P.S. The invitation will be mailed to you in a day or two.,1.Letterhead,3. Reference,2. Date,4.Inside Name and Address,5.Attention Line,6.The Salutation,7.Subject Line,8.The body of the Letter,9.The complimentary Close,10.The Signature,11.Enclosure,12.Carbon Copy Notation,13.The Postscript,Section 3 Layout of a business letter,There are two main patterns in use at present. a. Full block form.齐头式 (全平头式) 格式见下页：,1.letterhead,2.Date 3.Inside address 4.Salutation 5.Body 6.Complimentary close 7.signature,OMNICORP INTERNATIONAL 17 Bunder Hill Road Shrewsbury MA01545 Tel I)3-345 678B Fax 34567 June 3,2013 Mr R Jameson 25 Silverthorn Gardens BATH Somerset BA2 9AN Britain,Dear Mr Jameson We are grateful for these copies of your current catalogues. We are particularly interested in filing cabinets. Yours sincerely BD Davis Managing Director,总结：该形式特点,1）全部左对齐，段落之间空一行； 2）日期左对齐，不便于存档，一些公司将其右对齐； 3）容易处理，速度快，不用居中和空格，但是不美观。,b. Modified block form with indented paragraphs. 改良式,1.Letterhead,2.Date 3.Inside address 4.Salutation 5.XXBody 6.Complimentary 7.signature,February 15, 1999 Dr. David Peters State Insurance Corporation 345 Hightower Boulevard Prince Town, US 12345 Dear Dr. Peters, SUBJECT: Applying for a position I should like to apply for the position of advertising manager which you advertised this morning. I am 27 years old and I graduated from Needs University with an honors degree in English. I should very much like to take the opportunity to work in industry and I hope you will feel able to give me an interview. Very truly yours, J. p. Harvey,练习1.1:指出下列地址的错误，并改正,1.The Oriental Co. Euston St.24 SE5 6JD London U.K. 2.The New World Textiles Corp. Nanjing Zhonghua Rd.23,China 210008,24 Euston St.,London SE5,6JD,23 Zhonghua Rd. Nanjing 210008 China,3. Mr. John O.Clark, Cascade Digital Company,President Boston 230 Atlantic Av. Massachusetts 02110 U.S.A.,Mr. John O.Clark, President,Cascade Digital Company,230 Atlantic Av.,Boston, MA 02110,练习1.1:True or False,1. “ Gentlemen”is the American equivalent to “Dear Sirs”. 2.It is advisable to state your title if your letter is an official one. 3.You can only use “Yours