商务英语写作-教案

精品文档 1欢迎下载 ChapterChapter 1 1 IntroductionIntroduction toto BusinessBusiness WritingWriting I I TeachingTeaching Objectives Objectives Students will be able to 1 Learn the functions and basic pattern of business writing 2 Aware the criteria for effective business writing 3 Master the effects of information communication in business writing 4 Learn the basic patterns of business writing IIII Contents Contents 1 Topic An Overview of Business Writing 2 Key words functions criteria effects patterns 3 Function Understand why practical writing is so important and what business writing is IIIIII Procedure Procedure 1 1 Introduction Q Why the ability to write effectively is a valuable business asset A great deal of business is transacted in writing Effective business writers can promote good relations with customers employees and the general public Then they can help to increase their company s sales and profits Proficiency in writing gives one a personal advantage in business and contributes substantially to one s self confidence 1 2 Functions of business writing To inform you explain something or tell readers something To persuade or request you want the reader to act The word request suggests that the action will be easy or routine persuade suggests that you will have to motivate and convince the readers to act To entertain To build goodwill you create a good image of yourself and of your organization the kind of image that makes people want to do business with you Most messages have multiple purposes When you answer a question you re informing but you also want to build goodwill by suggesting that you re competent and perceptive and that your answer is correct and complete In a claims adjustment whether your answer is yes or not you want to suggest that the reader s claim has been given careful consideration and that the decision is fair businesslike and justified 精品文档 2欢迎下载 DocumentDocumentDescriptionDescription ofof documentdocumentPurpose s Purpose s ofof documentdocument QuotationLetter giving price for a specific product fabrication 装 配 or service Inform build goodwill price is reasonable Claims adjustment Letter granting or denying customer request to be given credit for defective goods Inform build goodwill Job description Description of qualifications and duties of each job Used for performance appraisals setting salaries and for hiring Inform persuade good candidates to apply build goodwill job duties match level pay 10 K reportReport filed with the Securities and Exchange Commission SEC detailing financial information inform Thank you letter Letter to suppliers customers or other people who have helped individuals or the company Build goodwill 1 3 Criteria for effective business writing 6 C s A successful business message 1 the receiver interprets the msg as the sender intended it 2 it achieves the sender s purposes Six C s principles Courtesy treating people with respect and friendly human concern Correctness correct grammar punctuation and spelling choosing the correct level of language and using accurate information and data Conciseness to write in the fewest possible words without sacrificing completeness and courtesy Clarity short familiar words and simple short sentences are better your writings are totally understood Concreteness vivid specific definite Completeness include all necessary information and data BASIC FIVE CRITERIA 1 It s clear Clarity The meaning the reader gets is the meaning the writer intended The reader doesn t have to guess 2 It s complete Completeness All of the reader s questions are answered The 精品文档 3欢迎下载 reader has enough information to evaluate the msg and act on it 3 It s correct Correctness All of the information in the msg is accurate The msg is free from errors in punctuation spelling grammar word order and sentence structure 4 It saves the reader s time Conciseness The style organization and visual impact of the msg help the reader to read understand and act on the information as quickly as possible 5 5 ItIt buildsbuilds goodwill goodwill The msg presents a positive image of the writer and his or her organization It treats the reader as a person not a number It cements to make a relationship between people countries or organizations firm and strong cementcement a a relationship alliancerelationship alliance a good relationship between the writer and the reader 1 4 Adapting to modern changes in business writing communicate effects goodwillgoodwill effects effects It is desirable in letter formal something that is desirable is worth having or doing because 1 for business reasons 2 It is the effect most of us want in our relations other effects sometimes ensure the success of business letters 1 the techniques of persuasion 2 techniques that emphasize your qualification 3 play down the unwelcome part Achieving the desired effects we can do the following Conversational Style warm and natural language Resisting Tendency to Be Formal There is a misconception that big words and difficult words are preferred in business letters They resulted in a cold and unnatural style do not produce goodwill effect Avoiding the Old Language of Business cold tone formal language of law and flowery language of nobility E g Your letter of the 7th inst dated or fml commerce instant of this month Please be advised to Wherein you state as per 根据 your letter Thanking you in advance You viewpoint you attitude 你式写法 building goodwill focus interest on the reader for persuasion and for influencing people favorably emphasize you and your de emphasize we and our not just using second pronouns but placing the reader in the center of things Read your msg over as if you were in your readers shoes How would you feel if you received it avoid insincerity obviously flattery too chummy friendly 亲切的 avoid slang clich s and in jokes shared by or appealing to a small group 小圈子内 分享的或感兴趣的 an in joke 一 精品文档 4欢迎下载 则内部笑话 using it for good goals Accent on Positive Language best for letter goals put the reader in the right frame of mind create the goodwill atmosphere You emphasize the positive when you 1 Put positive information first give it more space or set it off visually in an indented 缩进的 list 2 Eliminate negative words whenever possible 3 Focus on what is possible not what is impossible Singling Out Your Reader write for the reader s particular situation and the reader gets individual treatment We look forward to the possibility of sending our executives to you in the years ahead Using the Reader s Names It makes the reader feel that his her identity as individual is recognized once or twice not too often Avoiding Anger jeopardize goodwill sarcasm insult exclamation but when positive words have not brought desired results negative words may be justified 1 5 Basic patterns of business writing deductively using the knowledge and information you have in order to understand or form an opinion about something or inductively using known facts to produce general principles inductive argument 是总结 归纳 先举出散例 特征 然后归纳总结 deductive argument 是给一个总的定义 概念 然后再找实例 原因来 support 你的 theme 中心思想 These can elicit the response or action 1 directness in good news and routine messages Begin with the main idea present good news or routine information Followed by supporting details End with goodwill 2 indirectness in bad news messages a buffer reasons supporting the negative decision a clear diplomatic statement of the negative decision a helpful friendly and positive close 3 indirectness in persuasion Open with words that set up strategy needs and appeals emotion logic and credibility and gain attention Present the strategy persuasion using persuasive language and you viewpoint End the letter by describing precisely what you would like to happen restating how the audience will benefit by acting as you wish and making action easy to 精品文档 5欢迎下载 take 1 6 Pair work questions for comprehension 1 7 Group discussion sample analysis 1 8 Practice VI Assessment Exercises in the textbook 补充专题 补充专题 Gentlemen Please be advised that upon reviewing your credit file with us we find the information herein outdated In an effort to expedite the handling of your future orders with us and to allow us to open an appropriate line of credit for your company we ask that you send an updated list of vendor references Any other additional financial information that you can supply would be to both of our benefits May we hear from you soon Clarity SaySayDonDon t t saysaySaySayDonDon t t saysay BigSubstantialTo issueTo promulgate Home houseDomicilePayRemuneration UseUtilizeAboutCirca ForFor the purpose ofDuringDuring the year of NeedHave need forOftenIn many cases BecauseDue to the fact that SinceFor the reason that EconomicalEconomicalWordyWordy Will u please return the enclosed card and arrange a convenient time for an interview At this time I am writing to you to enclose the postpaid appointment card for the purpose of arranging a convenient time when we might get together for a personal interview I am writing about the Russell account to list potential issues before the client s visit I am writing in order to list the potential issues in regard to the Russell account in advance of the client s visit ConcreteConcreteGeneralGeneral These breaks stop a 2 ton car traveling 60 miles an hour within 240 feet These breaks stop a car within a short distance This computer types 1 000 personalized This computer reproduces campaign Main point is buried What information Prove it 精品文档 6欢迎下载 150 word campaign letters in one hour letters fast You attitudeYou attitude Putting what you want to say in you attitude is a crucial step both in thinking about the reader s needs and in communicating your concern to the reader HowHow toto CreateCreate You Attitude You Attitude 1 1 TalkTalk aboutabout thethe reader reader notnot aboutabout yourself yourself I have negotiated an agreement with Apex Rent a Car that gives you a discount on rental cars As a Sunstrand employee you can now get a 20 discount when you rent a car from Apex We are shipping your order of September 21 this afternoon The two dozen Corning Ware starter sets you ordered will be shipped this afternoon and should reach you by September 28 if you can t be exact A UPS shipment from California to Texas normally takes three days If you have absolutely no idea give the reader the name of the carrier so the reader knows whom to contact if the order doesn t arrive promptly 2 2 ReferRefer toto thethe readerreader s s requestrequest oror orderorder specificallyspecifically If your reader is an individual or a small business it s friendly to specify the content of the order if you re writing to a company with which you do a great deal of business give the invoice or purchase order number to individual The desk chair you ordered Your order to a large store Your invoice 783329 3 3 DonDon t t talktalk aboutabout feelings feelings exceptexcept toto congratulatecongratulate oror offeroffer sympathy sympathy We are happy to extend you a credit line of 5 000 You can now charge up to 5 000 on your American Express card The reader doesn t care whether you re happy bored stiff at granting a routine application or worried about granting so much to someone who barely qualifies All the reader cares about is the situation from his or her point of view It is appropriate to talk about your own emotions in a msg of congratulations or condolence Congratulations on your promotion to district manager I was really pleased to read about it You ll be happy to hear that Open Grip Walkway Channels meet OSHA requirements Open Grip Walkway Channels meet OSHA requirements When you have good news for the reader simply give the good news Don t predict the reader s response You ll be happy to hear that your scholarship has been renewed Congratulations Your scholarship has been renewed 4 4 InIn positivepositive situations situations useuse youyou moremore oftenoften thanthan I I UseUse wewe whenwhen itit includesincludes thethe reader reader We provide health insurance to all You receive health insurance as a full time 精品文档 7欢迎下载 employees Proter 2 Know five styles of business letters 3 Learn the envelop addressing II Contents 1 Topic Structure and Style of Business Letters 2 Key words structures and placement five styles envelop addressing 3 Function Know the structure and style of business letters III Procedure 2 1 Introduction 2 2 Letter structures and placement Letterhead Contains the name of the firm its address and postal codes telephone number fax number internet address e mail address a trademark or a brief slogan etc 精品文档 11欢迎下载 A 2nd page heading Date M D Y Am D M Y Br Month is preferred written in full Inside address typed as it will appear on the envelope at the left margin Attention line If you now an individual s complete name it is always better to use it as the first line of the inside address and avoid an attention line Salutation 1 two lines below inside address or attention line 2 use or not after salutation 3 use an individual s full name only when gender is unknown subject line 1 experts suggestion two lines below the salutation 2 many businesses above the salutation 3 often underlined or in capitals body 1 most single spaced with double line spacing between paragraphs 2 double spaced with indented paragraphs complimentary close FormalSemiformalInformal Yours faithfully Yours very truly Faithfully yours Sincerely yours Cordially yours Very cordially yours Sincerely Cordially Best regards Take care Thanks Love signature 1 organization name entirely in capitals two lines below the complimentary close 2 author title and dept 3 blank lines should be left above the typed name for author s signature if short the author s title or dept may on the same line if long below the name reference initials two spaces below author s name and title author s initials should appear before the typist s enclosure 精品文档 12欢迎下载 2 lines below the reference initials Enclosure Attachment Enc At May include the number may identify an enclosure specifically copy notation 1 2 lines below enclosure notation CC cc Cc carbon copy 复写 XC Xerox copy PC photo copy C copy 2 3 Styles of business letters Block Style 齐头式 Modified Block Style 改良齐头式 Simplified Style 简化式 Indented Style 缩进式 Punctuation Styles 2 4 Envelop Addressing The Indented Form The Blocked Form 2 5 Pair work questions for comprehension 2 6 Group discussion sample analysis 2 7 Practice IV Assignment Exercises in the textbook 补充单元补充单元 BusinessBusiness LetterLetter 总结总结 Before writing 1 Types of Essays 1 Description Painting a picture in words of a person place object or scene 2 Narration Give an account of an event or a series of events 3 Exposition Explain or explore something e g process of make a machine the causes of a natural or social phenomenon the planning of a project or a solution of a problem Description mainly deal with appearance and feelings and narration with events and experiences unlike the two the exposition mainly deals with relationships as well as processes Things can be explained by illustration process classification and division comparison contrast and analysis of their causes and effects or definition That is to say methods that are good for paragraph development are also good for expository essays 3 Argumentation unlike the purpose of exposition which aims to inform the purpose of argumentation is to convince You should do your best to meet the following requirements 精品文档 13欢迎下载 1 A debatable point Eg Noise is the most harmful of all environmental pollution Part time study is helpful for young students 2 Sufficient evidence Common knowledge specific example facts not opinions unless the opinions are expert and authoritative statistics and quotations from authorities 3 Logic ways of reasoning 1 Inductive reasoning 归纳 From facts to a general conclusion 2 Deductive reasoning 演绎 From general to specific German cars are well built Volkswagens are German cars My Volkswagen is well built II Process of Writing 1 Generate ideas 2 outlining 3 draft 4 revise 5 edit III Our teaching plan Generally follow the textbooks arrangement but not exactly the syllabus to be finished IV Grading method Three best ones final test V Other activities 1 web pubishing above 90 2 a collection of students articles 3 journal writing two journal books VI Telling your stories A personal narrative Narrative writing is a story telling A personal narrative is simply a story taken from your life It is organized chronologically and relies on narration sometimes in combination with description and other kinds of writing If it is a short one you d better choose one main point or incident you should give enough specific details and facts so that readers can see and feel the experience rather than read about it Before writing activity Before writing activities 1 Asking questions What is happening When did it begin What is causing it to happen What dose it do How is it being done Where is it being done Why is it happening What dose it look like Samples 精品文档 14欢迎下载 When I was sixteen I overheard a conversation between my mother and my father that changed my life On this particular day I had stayed home from school because of an attack of asthma that I frequently suffered While resting in my bedroom I could overhear my parents discussing my illness I wonder if asthma is inherited my mother said No one in my family or in yours has ever had it Tom must have inherited it from his mother and father from his mother and father I could not believe my ears Weren t those two people in the living room my father an mother If they were not then who were my parents Suddenly I realized what they had meant I was adopted That nigh I could hardly sleep shaken by what I had overheard The nest morning I confronted my parents with the words I had overheard and demanded to know the truth The looked nervously at each other trying to find the words to answer me Finally my mother told me the story My real parent