商务英语写作第一章ppt课件.ppt

Chapter1AnOverviewofBusinessWriting WhatisBusinessEnglish ItisapartofEnglishforSpecificPurposes ESP isEnglishusedinbusinesscontext isespeciallyrelatedtointernationaltrade Whatisthemostimportantskillinbusinesspractices Communication COMMUNICATION Oral Written Non verbal 非语言交际 LietoMe BusinessEnglishWriting SYLLABUS REQUIREMENTS Everychapter 2hoursScore Finalexam60 Performance40 Attendance 10 absent 3 late 5Classactivity 10 Homework 20 Readnewsormaterialsabouteconomy writeEnglisheconomicreporteverymonth Warm up FunctionsofBusinessWriting Criteriaforeffectivebusinesswriting MoreCriteriaandTechniques Approachestoorganizingbusinesswriting PartOne PartTwo PartThree PartFour PartFive Contents Overview Agreatdealofbusinessistransactedinwriting Effectivebusinesswriterscanpromotegoodrelationswithcustomers employeesandthegeneralpublic Thentheycanhelptoincreasetheircompany ssalesandprofits Proficiencyinwritinggivesoneapersonaladvantageinbusiness andcontributessubstantiallytoone sself confidence Whytheabilitytowriteeffectivelyisavaluablebusinessasset Overview page1 Businesswritinghasthreefunctions toinform topersuadetoentertain Whatarethefunctionsofbusinesswriting Page1 para2 Overview Page1 2 Businesswritinghasthreefunctions Toinform youexplainsomethingortellreaderssomething provideinformationTopersuade youwanttoinfluencethereader sattitudesandwantthemtoact Toentertain tobuildgoodwill 建立友善关系 良好的信誉 youcreateagoodimageofyourselfandofyourorganization thekindofimagethatmakespeoplewanttodobusinesswithyou Functionsofbusinesswriting Overview Page1 2 Mostmessageshavemultiplepurposes Whenyouansweraquestion you reinforming butyoualsowanttobuildgoodwillbysuggestingthatyou recompetentandperceptiveandthatyouransweriscorrectandcomplete Functionsofbusinesswriting Example1 Inform buildgoodwill Inform persuadegoodcandidatestoapply buildgoodwill jobdutiesmatchlevel pay Inform buildgoodwill Overview Asuccessfulbusinessmessage thereceiverinterpretsthemsgasthesenderintendedit itachievesthesender spurposes Criteriaforeffectivebusinesswriting Overview 6C sprinciples1 Courtesy 礼貌2 Correctness 正确3 Conciseness 简洁4 Clarity 清楚5 Concreteness 具体6 Completeness 完整 Criteriaforeffectivebusinesswriting 6C sprinciples treatingpeoplewithrespectandfriendlyhumanconcernBeingverypolite eveninaskingtheaddresseetopaybackthedebtsorrefusinghisdemands yourletterstillshouldbeverymildandtactful Beingpromptinreplyingtotheoppositepart sletter Thereplyshouldusuallybesentonthesameday Ifitisimpossibleforyoutogiveapromptreplyindetailonthesameday youshouldwriteashortnotetotheclientexplainingwhy Courtesy book Example2 DearSirs wearesorryyouhavemisunderstoodus DearsSirs wearesorrywedidn tmakeourselvesclear Wecannotunderstandwhyyouhavehadtroublewiththesearticles Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles Overview CourtesyusuallyinvolvesthreeaspectsUsingyou viewpointTakingapositivetoneBeingconversational Courtesy Overview You viewpoint you attitude你式写法 buildinggoodwill focusinterestonthereader forpersuasionandforinfluencingpeoplefavorably emphasize you and your de emphasize we and our notjustusingsecondpronouns butplacingthereaderinthecenterofthings Readyourmsg overasifyouwereinyourreadersshoes Whenyouuseyou viewpointinwriting avoidinsincerity usingitforgoodgoals Courtesy DifferentAttitudes We IattitudeYouattitude Alargesaleofourproductswillmakeourcompanymoreprofitable Weareinneedoffundandyoumustpay Wecannotofferyouanyrefund Obviouslyyouforgettellingusthecolor AgoodsaleoftheproductswillbenefityouTomaintainyourexcellentcredit pleaseremit Youcouldobtainarefundif Pleaseindicateyourchoiceofcolor Overview AccentonPositiveLanguagePositivewordsemphasizethepleasantaspectsofthegoalandtendtoputthereaderintherightframeofmind Theyalsocreatethegoodwillatmosphere Courtesy Overview AccentonPositiveLanguageStateideasusingpositivelanguage Courtesy Don tforgettosubmityourreport Wecan tshipyourgoodsuntil Youneglecttoindicatethespecification Remembertosubmit Youwillreceiveyourgoods Pleasesendthecompletespecification Overview AccentonPositiveLanguageAvoidusingsecondpersonpronounswhenstatingnegativeideasE g Youmadenumerousmistakesonthispage Thispagecontainsnumerousmistakes Courtesy Overview AccentonPositiveLanguageUsepassivevoicetoconveynegativeideas Courtesy Susandidnotproofreadthisproposalcarefully Susancompletedthejobtwomonthsbehindtheschedule Theproposalwasnotproofreadcarefully Thejobwascompletedtwomonthsbehindtheschedule Overview AccentonPositiveLanguageUsethesubjunctivemood Courtesy Negative Icannotaccepttherecommendation Iamnotabletoacceptyourinvitation subjunctivemood IwishIcouldaccepttherecommendation IcouldacceptyourinvitationifIweretocancelmymeetingon Overview AccentonPositiveLanguageIncludeapleasantstatementinthesamesentenceE g Yourpersonalratingsforcommunicationabilityweresatisfactory Yourpersonalratingsforcommunicationabilityweresatisfactory butyourratefortechnicalcompetencewasexcellent Courtesy Overview ConversationalStyle warmandnaturallanguage Whateveryoutalkaboutintheletters thelanguageyouuseshouldbethesameasifyoumetthepersononthestreet athome orintheoffice Courtesy Page5 6C sprinciples correctgrammar punctuationandspelling choosingthecorrectleveloflanguageandusingaccurateinformationanddata Correctness Example3 Enclosedisthecopyofreceipt Enclosedisacopyofthereceipt Iamlookingforanothersaleschannels Iamlookingforothersaleschannels Profitsweredownin1998 theBoardblamedtherecession Commasplice逗号连接 6C sprinciples towriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesySuggestions ShortenoromitwordsorexpressionsIncludeonlyrelevantfactsAvoidunnecessaryrepetition Conciseness Shortenoromitwordsorexpressions Ifpossible awordshouldbeusedinsteadofaphrase aphraseinsteadofaclause aclauseinsteadofasentence andasentenceinsteadofaparagraph Shortenoromitwordsorexpressions Inaddition weshouldalsoeliminatesurpluswords Includeonlyrelevantfacts Theeffectiveconcisemessageshouldomitnotonlyunnecessarywordyexpressionsbutalsoirrelevantmaterial Tomakesureyouincludeonlyrelevantfacts youshould SticktothepurposeofyourwritingOmitinformationobvioustoyourreaderAvoidunnecessarybackgroundmaterialorexplanations excessiveadjectives pompouswords Avoidunnecessaryrepetition Sometimesrepetitionisnecessaryforemphasis Butifthesamethingissaidseveraltimeswithoutreason themessagebecomesboring Thefollowingare3waystopreventunnecessaryrepetition Useashorternameafteryouhavementionedthelongoneonce Usepronounsandinitialsratherthanrepeatinglongnames Getridofallneedlessrepetitionofphrasesandsentences 1 UseChinaTelecomtoindicateChinaTelecommunicationsCompanywhenthelatteronehasbeenmentionedbefore 2 InsteadofFirstAutomobileWorksagainandagain useitorFAW 6C sprinciples shortfamiliarwordsandsimpleshortsentencesarebetter yourwritingsaretotallyunderstoodwithjustonereading Suggestions Chooseproper shortandfamiliarwordsMakeideasclearUseshortsentencesHaveparagraphsofsuitablelength Clarity Chooseproper shortandfamiliarwords Chooseproperwordstomakethemessageeasytounderstand e g AstothesteamerssailingfromHongKongtoSanFrancisco wehavebimonthlydirectservices WehavetwodirectsailingseverymonthformHongKongtoSanFrancisco poor better Makeideasclear Putoneideainasentence putonetopicinaparagraph andputonesubjectinaletter Useshortsentences Shortsentencesleadtoclearmeaningandeasyunderstanding Theaveragesentencelengthisabout17 20words Youcanusesentencescontaining3 40words Ifmorethan40wordsinasentences you dbetterrewriteitintomorethanonesentences Haveparagraphsofsuitablelength Inbusinesswrithing it ssuitableforparagraphstocontain7 8lines Ifaparagraphistoolong itmaymakethemainideaunclearandleadtoaloosestructure Ifaparagraphistooshort yourreadersmaybeimpressedthatyoutopicisnotadequatelysupported 6C sprinciples vivid specificanddefiniteratherthanvague generalandabstractespeciallywhenyouarerequiringaresponse solvingproblems makinganoffer报盘oracceptance接受 etc Concreteness Example4 Ourapplesareexcellent Ourapplesarejuicy crispyandtender SmithtonCompanyisourbigbuyer SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2005 Concrete Concrete 6C sprinciples includeallnecessaryinformationanddatabecauseinformationanddatacanhelpsendersgetreceivers responsesandachievedesiredobjectives Completeness Example5 Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime Whatkindofinformationshouldyouincludeinyourletter Completemessage Remindinghimofhispromiseoftimelydelivery Whatlosseshasthiscausedyou Askingforcompensationifthereisanyagreementonthat Expectingnosuchthingwillhappenagain Realsituation suggestion summary Overview Businesswriting ingeneral hasmoreandmoreassumedafriendly easyandconversationalstyle Theprimaryconcerninbusinesswritingistocommunicateinformation Thus wewillneedtopaymoreattentiontocommunicatingeffects MoreCriteriaandTechniques 沟通效果 Overview SinglingOutYourReaderyoushouldwriteforhis herparticularsituation Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment E g Welookforwardtothepossibilityofsendingourexecutivestoyouintheyearsahead Welookforwardtohearingfromyou MoreCriteriaandTechniques Page11 Overview BuildinggoodwillOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader E g Inarefusalletter itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal MoreCriteriaandTechniques Page11 Overview Usingthereader snameItmakesthereaderfeelthathis heridentityasanindividualisrecognized Useitonceortwiceintheletter butnosooften AvoidingangerAngerdestroysgoodwill Mostcommentsmadeinangerdonotprovideneededinformation Suchcommentstakemanyforms sarcasm insultsandexclamations butwhenpositivewordshavenotbroughtdesiredresults negativewordsmaybejustified MoreCriteriaandTechniques 48 summary Overview Deductiveapproach演绎法Itbeginswiththegeneralandendswiththespecific Sometimethisisinformallycalleda top down approach direct Inductiveapproach归纳法Itisusuallydescribedasmovingformthespecifictothegeneral Informally wesometimescallthisa bottomup approach indirect ApproachestoorganizingBW Page12 Overview DirectnessingoodnewsandroutinemessagesGoodnewsorroutinemessagesfollowadirectorder themessagebeginswiththemainidea deductiveapproachPresentgoodnewsandroutinemessageBeginwiththemainidea presentgood newsorroutineinformation Followedbysupportingdetails Endwithgoodwill ApproachestoorganizingBW Page12 Overview 2 IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts abufferreasonssupportingthenegativedecisionaclear diplomaticstatementofthenegativedecisionahelpful friendly andpositiveclose ApproachestoorganizingBW Page12 Overview 2 IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts abufferExamplesofabuffer Asyoumentioned promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit Weappreciateyourwritingtousaboutthequalityofourproducts ApproachestoorganizingBW Overview 2 IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts reasonssupportingthenegativedecision Asyouknow s