贸英语写作课件Unit1商务信件格式.ppt

贵州财经学院,经贸英语写作,UnitOne商业书信的格式,主讲教师：刘楠,课程简介,本课程是国际贸易专业高年级的核心业务课程之一，是一门将英语与外贸业务相结合的课程。通过介绍外贸实务中各种英文业务函件，电传和传真以及其它方式的写作格式，商业术语和各种不同的表达方法，并通过介绍对外贸易各环节的具体做法，使学生在提高英语水平的同时，熟练掌握对外贸易业务中常用的基本术语及表达技能，培养和提高他们的外贸业务工作能力。,本课程的目的是学习外贸业务书信的标准格式，了解通过哪些途径来发展新客户，开拓新市场，如何进行询购某商品，怎样报盘和还盘，怎样灵活运用付款方式，如何做到重合同守信用，怎样去审查信用证，做到不出差错，在理赔和索赔中做到有理有利有节；学会拟写信函和电传传真的写作技巧。,学习内容：本课程主要学习信例，大量学习外贸实务基本环节中有代表性的信例。外贸实务基本环节有：建立业务关系和资信调查、询盘、报盘和报价、还盘、订单，履行订单、支付、包装和运输、信用证的修改和展期、索赔和解决索赔等。,学习方法：外贸函电是一门实践操作性很强的课程。也就是说，要达到正确拟写外贸业务信函的目的，仅有理论是远远不够的，学员必须学习大量外贸实务中有一定代表性的信函，深入体会何为7C，更重要的是通过学习信例，熟悉大量外贸业务中各个环节中常用语，包括词汇、短语、句型以及习惯表达方式等等，再通过一定量的练习，对常用语进行操练运用，从而达到掌握并熟练使用的目的。,Unit1LayoutofBusinessLetters,Introduction（概述）(参见教材p1)(1)Intodayshighlydevelopedandtoughlycompetitivesociety,communicationbetweenindividualsandgroupsisbecomingincreasinglyfrequentandimportant.Itservestopassoninformation,toexpressideasortoexchangefeelings.Generallyspeaking,thefunctionofabusinessletteristogetortoconveybusinessinformation;tomakeortoacceptanoffer;todealwithvariousbusiness.,Unit1LayoutofBusinessLetters,(2)Thebusinessletteristheprincipalmeansusedbyabusinessfirmtokeepintouchwithitscustomers;oftenenoughitistheonlyoneandthecustomersformtheirimpressionofthefirmfromthetoneandqualityofthelettersitsendsout.Goodqualitypaperandanattractiveletter-headplaytheirpartinthis,buttheyarelessimportantthanthemessagetheycarry.Businessdoesnotcallfortheelegantlanguageofthepost,butitdoesrequireustoexpressourselvesaccuratelyinplainlanguagethatisclearandreadilyunderstood.Thewholesecretofgoodbusinessletter-writingistowritesimply,inaneasyandnaturalway-likeonefriendlyhumanbeingtalkingtoanother,tomakeyourlettersthen,soundasmuchaspossiblelikegoodconversation.,Section1TheBasicPrinciplesofBusinessLetterWriting(商业书信的基本写作原理),7“C”1)Consideration体谅写信时要处处从对方的角度去考虑，而不是从自身出发，语气上要尊重对方。Emphasizethe“You”attituderatherthanthe“I”or“We”attitude.,Section1TheBasicPrinciplesofBusinessLetterWriting(商业书信的基本写作原理),You-attitudeisnotsosimpleasonlytouseyouinsteadofIorwe,whatworksisratherthewritersspiritualattitude.Anotherthing,remembertoemphasizethepositive,pleasantfacts,stressingwhatcanbedoneandfocusingonideasthathelptoformfavorableimpressionsonyou.Thiscanbeseenclearlyfromthefollowingexamples:A.(poor)Apparentlyyoumisunderstoodourorder.Anywayyoushippedthewrongthing.B.(better)Apparentlyourinstructionsarenotclear,withtheresultthatthewrongarticlewasshipped.,2)Correctness正确3)Completeness完整一封商业信函应概括各项必需的事项，如邀请信应说明时间、地点等，确忌寄出含糊不清的信件。,4)Concreteness具体Thefollowingguidelinescanhelpuswriteconcretely:1)Usespecificfactsandfigures;2)Putactioninyourverbs.Preferactiveverbstopassiveverbsorwordsinwhichactionishidden;3)Choosevivid,image-buildingwords;4)Paycloseattentiontowordorders,putmodifiersinrightplace.,5)Conciseness简洁（一）避免废话连篇，文字冗长（二）避免不必要的重复（三）短句、单词的运用1)Omittriteexpressions;（省略陈词滥调）2)Avoidunnecessaryexpressions;3)Includeonlyrelevantfactswithcourtesy;4)Organizeeffectively.Pleasecompare:A.(poor)Thesenator（参议员）,whocamefromNewYork,gaveaspeechthatwaslongandtedious.B.(better)ThesenatorfromNewYorkgavealong,tediousspeech.,6)Clarity清楚意思表达明确，要注意：1)Chooseplain,simplewords,wordsthatareshort,familiar,conversational,straight-forward;2)Buildeffectivesentencesandparagraphs.Generally,theaveragelengthforsentencesshouldbeabout17-20words.Shortparagraphsencourageonetofinishreadingaletter.Usuallyaletterparagraphconsistsofnomorethan10lines;3)Aimatunity,coherenceandemphasisinyourexpression.,6)Clarity清楚Comparethefollowingexamples.SentenceBisclearerandmoreeffectivethansentenceA:Wehaveyourremittance（汇款）ofJanuary30intheamountof$300,andwishatthistimetothankyouforit.B.ThankyouforyourremittanceofJanuary30for$300,7)Courtesy礼貌语言要有礼且谦虚，及时地回信也是礼貌的表现。1)Besincerelytactful,thoughtfulandappreciative;2)Takeapersonable,friendlyandmodesttone;3)Omitexpressionsthatirritate,hurtorbelittle.Itisalwaysoffensivetoshowanysignofarrogance（傲慢、自大）orprejudice（偏见）;4)Bepromptinreply.Ifyouranswerisdelayed,givestrongandunderstandablereasons.,Section2TheStructureofBusinessLetters(商业书信的结构）,(1)Letterhead(信头)(2)Ref.NO.(发文编号)(3)Date(日期)(4)InsideNameandAddress(信内名称和地址)(5)AttentionLine（经办人标题）(6)Salutation(称呼)(7)SubjectLine(事由标题)(8)BodyoftheLetter（正文）(9)ComplimentaryClose(结尾敬语)(10)Signature(签名)(11)EnclosureNotation(附件)(12)CarbonCopy(抄送)(13)Postscript(附言),1)Letterhead信头,外贸商号的信笺，一般都印有信头，包括发信人的姓名、地址、电话号码、传真号、及E-mail等，有些会将经营项目，注册商标和公司董事、经理等姓名一并印在信头上。如需打印，则信头位于信笺上中央（完全平头式等）或右上方（缩进式）。,1)Letterhead信头,RichardThomasCo.Ltd.246VictoriaStreetLondonE.C.4,EnglandTel.012377252Telex:9776645Cableadd:WEAVEWELL,London.OverseaTradingCorporation24ParkAvenueNewYork,NewYork26789Tel.2252780Cableadd:EASTSEATelex:222711,2)Dateline日期,打印日期注意事项：A.年份应完全写出，不能用94代替1994B.月份要写英文名称，不能用数字来代替，但可以用缩写。C.日期最好用基数字。25thMarch2005March25th200525March2005March252005Itisunwisetoabbreviatethenameofthemonthnorshowthedateinfigureslike3/8/1994or8/3/1994asthismaycausesomeconfusion,thisisbecausetheBritishandtheAmericandonotreadthedayandthemonthinthesameorder.,3)InsidenameandAddress信内名称和地址,受信人的姓名和地址一般是列在信笺的左上方，沿左页边线写起。封内地址与信封地址写法相同。信内把收信人名称地址写明对工作有便利。对发信人而言，便利有二：一是发信时可与信封地址相互对照，避免放入信封时发生差误；二是发信后便于准确归档，便于以后查找。对收信人而言，便利也有二：一是收信人读信时，如发现信封名称地址与封内名称地址不符，可以知道是放入信封时发生错误，将信返回；二是收信后如信封与信函分离原信仍能保持完整，便于查阅。(例见教材),4)TheSalutation称呼,这是写信人对受信人的一种称呼，其位置是在封内地址的下面空两行，目前外贸书信中一般通用的称呼语有：Dearsir,DearMadam,Dearsirs,DearMadams,Gentlemen(不能用单数),DearMr.xxx称呼后面的的标点，一般使用逗号或分号美加来信中Gentlemen后用冒号：,5)BodyoftheLetter正文,这是书信的主体，表达发信人的意见。在信的开头有开头语(OpeningSentences),自成一节，在习惯上是用客套语先将收到对方的来信的日期、编号、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去信的。如果是第一次通信也可以利用开头语作必要的自我介绍。回信的开头语：eg:Thankyouforyourletter234GW/gpofSeptember18.ManythanksforyourletteraboutImustapologizeformydelayinansweringyourkindletter.InreplytoyourletterofJuly2.SomuchhashappenedsinceIreceivedyourlastletter.,5)BodyoftheLetter正文,第一次写信的开头语：WithgreatdelightIlearnthat.Ihavethepleasuretotellyouthat.Wehavebegunanewsystemofmanufacturewhichwefeelmaybeofinteresttoyou.YouwererecommendedtoourcompanybytheBankofChinaNewYorkBranchandwewishto.,在信的结尾一般有结尾语(TheClosingSentences),一般用来总结本文所谈的事项，提示对受信人的要求，如希望来函或电报订货、答复询问或作必要的声明等。另起一段。如：Wehopetoreceiveyourearlyreply.,结束语：Ifyouneedfurtherdetails(particulars,information),pleaseletusknow.AnyotherparticularsrequiredIshallbepleasedtogiveyou.Shouldtherebeanythingelsewecandoforyou,pleaseletusknow.Wethankyouforthisorderandhopetoreceiveyourrepeatorders.Anyearlyreplywouldbehighlyappreciated.Thankyouforyourinterestinourcompany(products).Anyfurtherinformationyoucanprovidewillbeappreciated.Wewouldbeverygratefulifyouwouldgivethismatteryourearliestattention.Welookforwardtohearingfromyousoon.Welookforwardtoyourconfirmationatyourearliestconvenience.Weawaityourgoodnews.,6)ComplimentaryClose结尾敬语,结尾敬语是一种客套用语它应与前面的称呼相呼应，后面加逗号。如：SalutationCloseCommentDearSir(s),Yoursfaithfully,Formal-verycommonlyDearMadam,(or:Faithfullyyours)usedinBritain.DearMesdames,Gentlemen:YourtrulyVerycommonlyuseinDearSir.(or:Trulyyours)AmericaandCanada.DearMadam,DearMesdames,DearMr.Henry,(:)Yourssincerely,Informal-used(or:Sincerelyyours,)betweenpersonsknowntoeachother.,7)TheSignature签名,结束语的下面，应将写信者名字打出，首字母大写，且必须由负责人签名，签名的下面为使对方了解签名人的姓名、职位，可以打字注明。（例见教材）外国函件都必须由负责亲笔签名，用橡皮戳说明该信并非本人亲自过目，只是通函，不为人重视。,TheOptionalParts1)AttentionLine经办人标题,如需注明对方经办人，希望收信商号将信迅速交经办人办理，可以在信内地址下面加Attention或Attentionof或Fortheattentionof例：RichardThomasSewingMachines,3)ReferencesNumber发文编号,参考号：信头下面空两行。为了便于存档与查阅，可以为信件编写参考号，为避免混淆，最好标明Yourref:Ourref:Itmayincludeafilenumber（文档号）,departmentalcode（部门码）ortheinitialsofthesigneroftheletter（签字者名字的首字母）tobefollowedbythetypistsinitialsinthefollowingfashions:A.Ourref:515BW/gp(inanincomingletter)来信B.Yourref:515GW/gpOurref:456JS/1b(inthereplytotheincomingletter)回信,4)Enclosure附件,如信中有附件时，应在签名下注明Encl.或Enc.如附件不止一件应注明2Enclsor3Encls,或详细列明如下：Encls:2InvoicesEnc.:asstated附件：如文Enc:1B/L1Photo1CertificateEncl-21.PriceList2.TermsandConditionsofSales,5)TheCarbonCopyNotation抄送,如果函件要抄送其他有关单位，同时使对方也知道已抄送其他单位，可在信件最后的左下角注明“CC(cc)toxxx”or“CCxxx”,6)Postscript附言,信写完后，如果想起还有要紧的要说，可以在信末加P.S.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)YoursfaithfullyTheOVERSEACO.,LTD(Signature)JacksonBrownSalesAgentEnc.asstatedc.c.Mr.HenryBrown-EIECo.(SalesManager)P.S.ImgoingtoseeyouattheChineseExportCorporation.J.B.,Section3TheFormatandFeaturesofBusinessLetters（商业书信的形式与特征）,1)FullBlockForm完全平头式：凡是用打字机打上去的每一行字，包括日期、封内地址、事由和结尾礼词。都是从左边的空白边缘打起。,2)ModifiedBlockForm改良平头式：这种格式，除日期，结尾礼词和签名部分外，其他部分每行开头都与左边空白看齐。,3)Semi-blockFormwithIndentedStyle混合式：与改良平头式只有一处区别