商务英语写作概述ppt课件

2020/5/5,.,1,BUSINESSWRITING商务英语写作CourseOutline,2020/5/5,.,2,TextBook,商务英语写作(修订版)BUSINESSENGLISHWRITING胡英坤车丽娟主编外语教学与研究出版社2013.8,2020/5/5,.,3,Contents,1AnOverviewofBusinessWriting2StructureandStyleofBusinessLetters3Sales-relatedInquiriesandReplies4OrdersandConfirmationLetters5LettersaboutShipment,商务信函的结构与格式,商务写作概述,询盘与回复,订单与确认函,装运函,2020/5/5,.,4,6LettersAboutPaymentandSettlementofAccounts7RoutineClaimsandAdjustment8PersuasiveClaimsandRefusals9SalesLetters10InvitationandThank-youLetters,付款与结帐函,日常投诉与理赔,邀请函与感谢信,销售函,说服性索赔与拒绝函,2020/5/5,.,5,11LettersofApologyandCongratulation12NoticeandAnnouncement13MemosandMinutes14Preparingresumes15LettersofApplication,道歉信与祝贺信,通知与通告,备忘录与会议记录,准备简历,申请信,2020/5/5,.,6,16LettersofRecommendation17Proposals18OrganizingandPreparingReports19Questionnaires20BusinessAgreements,意向书,商务协议,调查问卷,推荐信,报告,2020/5/5,.,7,BUSINESSWRITING商务英语写作,AnOverviewofBusinessWriting,Unit1,商务写作概述,2020/5/5,.,8,Whytoimprovewritingskills？,Theabilitytowriteeffectivelyisavaluablebusinessasset.Threereasons:1)businessistransactedinwriting;2)writingeffectivelyhelpsincreasecompanysalesandprofit;3)proficiencyinwritinggivesapersonaladvantage,2020/5/5,.,9,Tasksofthischapter,.FunctionsofBusinessWriting.CriteriaforEffectiveBusinessWriting.ModernChanges.BasicPatternsofWriting,2020/5/5,.,10,Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.,2020/5/5,.,11,I.FunctionsofBusinessWriting,Businesswritinghasthreefunctions:ToinformToinfluenceToentertain,2020/5/5,.,12,Toinform,Messagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.e.g.explaininstructionstoemployees,announcemeetingsandprocedures,acknowledgeorders,acceptcontractsforservices,etc.,2020/5/5,.,13,Themajorpurposeofmostofthesemessagesistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontent.,2020/5/5,.,14,Toinfluence,Abusinessmessagemustalsoinfluencethereadersattitudesandactions.e.g.letterspromotingaproductorserviceandseekingsupportforideasandworthycausespresentedtosupervisors,stockholders,customers/clients,andothers.,2020/5/5,.,15,Toentertain,Tosecurethedesiredresponse,itisnecessarytohaveanadequateknowledgeoftheEnglishlanguageandanunderstandingofhumannature.Thewritershouldhaveanacquaintancewiththeparticularinterestand,ifpossible,theemotionsofthereader.,2020/5/5,.,16,Itseemseasyenough,forexample,toaskpaymentofabill,butitisquitedifficulttosecurepaymentwithoutoffendingthereaderandlosinghisorherfuturepatronage.Nocommunicationiswhollysuccessfulunlessitretainsthereadersgoodwill.,2020/5/5,.,17,FunctionsofBusinessWriting,(1)Toinformconveyinformationexplaininstruction,announcemeetingsandprocedures,acknowledgeorders,acceptcontract(2)Toinfluenceaffectthereadersattitudesandactions(3)Toentertainretainthereadersgoodwill,2020/5/5,.,18,CriteriaforEffectiveBusinessWriting,Successfulbusinessmessage:(1)thereceiverinterpretsthemessageasthesenderintendedit(2)itachievesthesenderspurposes.,2020/5/5,.,19,II.CriteriaforEffectiveBusinessWriting6/7Cs,CourtesyCorrectnessConcisenessConsideration,ClarityConcretenessCompleteness,2020/5/5,.,20,Courtesy,Beingverypolite,eveninaskingtheaddresseetopaybackthedebtsorrefusinghisdemands,yourletterstillshouldbeverymildandtactful.Beingpromptinreplyingtotheoppositepartsletter.Thereplyshouldusuallybesentonthesameday.Ifitisimpossibleforyoutogiveapromptreplyindetailonthesameday,youshouldwriteashortnottotheclientexplainingwhy.,2020/5/5,.,21,GoodwillEffects:friendly,courteousthingsthatmakerelationsbetweenpeopleenjoyable.,2020/5/5,.,22,Example1,DearSirs,wearesorryyouhavemisunderstoodus.()DearsSirs,wearesorrywedidntmakeourselvesclear.()Wecannotunderstandwhyyouhavehadtroublewiththesearticles.()Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(),2020/5/5,.,23,Iwritetosendmycongratulations.Congratulationstoyouonyourpromotion!Wewontbeabletosendyouthebrochurethismonth.Wewillsendyouthebrochurenextmonth.,2020/5/5,.,24,Yourletterisnotclearatall.Icantunderstandit.IfIunderstandyourlettercorrectly(tactful),2020/5/5,.,25,Usingyour-viewpoint-atechniqueforbuildinggoodwill-emphasizesthereadersinterestandconcerns.,2020/5/5,.,26,DifferentAttitudesWe/IattitudeYouattitude,Alargesaleofourproductswillmakeourcompanymoreprofitable.WeareinneedoffundandyoumustpayWecannotofferyouanyrefundObviouslyyouforgettellingusthecolor,Agoodsaleoftheproductswillbenefityou.Tomaintainyourexcellentcredit,pleaseremitYoucouldobtainarefundifPleaseindicateyourchoiceofcolor,2020/5/5,.,27,ExamplesofYou-attitude,We-viewpoint1.Iamhappytoreport2.Wearepleasetohaveyournewaccount3.WemakeWilletrazorinthreeweightslight,medium,andheavy.,You-viewpoint1.Youwillhappytoknow2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweightslight,medium,andheavy.,2020/5/5,.,28,Takingapositivetone,2020/5/5,.,29,ProjectaPositive,TactfulTone,Chapter3,2020/5/5,.,30,Projectapositive,tactfultone(1),1.StateideasusingpositivelanguageSpeakofwhatcanbedoneinsteadofwhatcannotbedone,ofthepleasantinsteadoftheunpleasantPositivewordsmakemessagesmorediplomaticandpromotepositivehumanrelationThinkofexamplesofnegativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.,2020/5/5,.,31,DontforgettosubmityourreportWecantshipyourgoodsuntilYouneglecttoindicatethespecification,1.Stateideasusingpositivelanguage,RemembertosubmitYouwillreceiveyourgoodsPleasesendthecompletespecification,2020/5/5,.,32,NegativeattitudePositiveattitude,Wecannotdeliveryourorderonschedulebecauseoftheearthquake.Nowthatweareshortoffunds,wehavetoputtheproposedprojectaside.,Wewilldeliveryourorderwhentheroadresumestotraffic.Ifwesolvethefinancialproblem,wewillstarttheproject.,2020/5/5,.,33,2.Avoidusingsecondpersonwhenstatingnegativeideas,Youmadenumerousmistakesonthispage.Youkeyedaperfectcopy.(preferred),Thispagecontainnumerousmistakes.(preferred),2020/5/5,.,34,3.Usepassivevoicetoconveynegativeideas,SuburodidnotproofreadthisproposalcarefullySuburocompletedthejobtwomonthsbehindthescheduleSuburocompletedthejobtwomonthsaheadoftheschedule,TheproposalwasnotproofreadcarefullyThejobwascompletedtwomonthsbehindthescheduleThejobwascompletedtwomonthsaheadoftheschedule,2020/5/5,.,35,4.Usethesubjunctivemood,NegativeIcannotaccepttherecommendationIamnotabletoacceptyourinvitation,SubjunctiveMoodIwishIcouldaccepttherecommendationIcouldacceptyourinvitationifIweretocancelmymeetingon,2020/5/5,.,36,5.Includeapleasantstatementinthesamesentence,Yourpersonalratingsforcommunicationabilityweresatisfactory.,Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetencewasexcellent.,2020/5/5,.,37,Beingconversational,.,Conversationallanguage,DullandstiffPleasebeadvisedthatyourshouldsigntheformbeforethe1st.Kindlyadviseatanearlydate.IherewithhandyouThankingyouinadvance,ConversationalPleasesigntheformbeforethe1st.Pleaseletmeknowsoon.HereisIllsincerelyappreciate,2020/5/5,.,39,Correctness,Correctgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting,Inaddition,correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.,2020/5/5,.,40,Example2,Enclosedisthecopyofreceipt.()Enclosedisacopyofthereceipt.()Iamlookingforanothersaleschannels.()Iamlookingforothersaleschannels.(),2020/5/5,.,41,A.withpronouns.Ourcompetitorsweremostsuccessfulthanours.(us)B.withadjectives.Thetwofirst(firsttwo)itemsarenotavailable.,2020/5/5,.,42,C.witharticle.Weareinterestedinsame.(thesame)D.withverbs.Neitheroftheoffersare(is)acceptable.Ablockofflatsare(is)beingbuilt.,2020/5/5,.,43,E.withadverbs.Wehadaquite(quitea)successfulmeeting.F.withconjunctions.Henotonlybuilt(builtnotonly)houses,butalsoflats.,2020/5/5,.,44,G.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”betweenwhileandstudying)WhileIwasstudyingthereport,thetelephonerang.Specialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.,.,2020/5/5,45,AvoidSentenceFaults,Seethefollowingexamples:Avoidfragments(不完整的句子).Avoidcommasplices（逗号拼接句）.Avoidrun-onsentences（连写句）.Eliminatemisplacedelements.Eliminatedanglingmodifiers(垂悬修饰语).,.,2020/5/5,46,Avoidfragments,Asentencefragmentlackseitherasubject(Actor)orverb(Action).Myresearchreportinbusinesscommunicationtookalongtimetoprepare.Andturnedoutbadly.Myresearchreportinbusinesscommunicationtookalongtimetoprepare,butitturnedoutbadly.,.,2020/5/5,47,Avoidcommasplices,Acommaspliceresultswhentwosentencesareincorrectlyjoinedorsplicedtogetherwithacomma.Profitsweredownin2005,theBoardblamedtherecession.Profitsweredownin2005.TheBoardblamedtherecession.,.,2020/5/5,48,Avoidrun-onsentences,Arun-onsentencejoinstwocompletethoughtswithoutproperpunctuation.Employeeswanttokeeptheirjobstheywillworkhardforpromotions.Employeeswanttokeeptheirjobs.Theywillworkhardforpromotions.,.,Eliminatemisplacedelements,Wehavetakenthechecktothebank,whichwasunsigned.Thethreeyearbudgetsarebeingreturnedtothestrategicplanningcommittee,whichhavesomeseriousdefects.,Wehavetakenthecheckwhichwasunsignedtothebank.Thethreeyearbudgets,whichhavesomeseriousdefects,arebeingreturnedtothecommittee.,.,Eliminatedanglingmodifiers,Tocreatethatbarchart,theinformationmustbekeyedintoaspreadsheet(电子数据表)file.Althoughtiedup,thefeasibilityreporthadtobecompleted.,Tocreatethatbarchart,youmustkeytheinformationintoaspreadsheetfile.Althoughshewastiedup,Soniahadtocompletethefeasibilityreport.,2020/5/5,.,51,Conciseness,Effectivewritingisconciseeachword,sentence,andparagraphcounts.Concisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Concisenesswillgiveemphasistoyourmessage.,Timeismoney.,2020/5/5,.,52,Communicateconcisely,1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword.e.g.exactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater,2020/5/5,.,53,Communicateconcisely(2),2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichsthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.Usecompoundadjectives,2020/5/5,.,54,Example3,Wedonotanticipateanyincreaseinpricesinthenearfuture.(Poor)Wedonotexpectpricestorisesoon.(Better)Owingtothefactthatyourcompetitorspriceismuchlowerthanyours,wecannotacceptyouroffer.(Poor)Becauseyourcompetitorspriceismuchlowerthanyours,wecannotacceptyouroffer.(Better),2020/5/5,.,55,Shortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad.Wehavebeguntoexportourmachines.,2020/5/5,.,56,Usewordstoreplacephrasesorclauses.IntheeventthatyouspeaktoMrWoodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.IfyouspeaktoMrWoodaboutproduction,askhimtoconsiderthedeliveryschedule.,2020/5/5,.,57,Werequirefurniturewhichisofthenewtype.Werequirenew-typefurniture.,2020/5/5,.,58,Example,ClutteringwordsAtthepresenttimeForthepurposeofForthereasonthatAnaccordancewithInthenearfutureInviewofthefactthat,ConcisesubstitutionsNowForSince,becauseBySoonSince,because,2020/5/5,.,59,Example,ClutteringwordsOnthebasisOntheoccasionofWithaviewtoWithregardto,withreferencetoPriorto,ConcisesubstitutionsByOnToAboutbefore,2020/5/5,.,60,Surpluswords,Therearefiverulesthatshouldbeobserved.Fiverulesshouldbeobserved.IntheperiodbetweenJuneandAugusttheyfoundtheerror.BetweenJuneandAugusttheyfoundtheerror.,2020/5/5,.,61,Repetition,Itcameatatimewhenwewerebusy.Itcamewhenwewerebusy.Jewelrydepreciateinvalueslowly.Jewelrydepreciateslowly.Itwillcostasumof$130.Itwillcost$130.,2020/5/5,.,62,HeaskedaboutacertainpersonbythenameofBillJones.HeaskedaboutapersonbythenameofBillJones.WemetinthecityofColumbusthatyear.WemetinColumbusthatyear.Thecellphonesellsforthepriceof$79.99.Thecellphonesellsfor$79.99.,2020/5/5,.,63,Ournewmodelislongerinlengththantheoldone.Ournewmodelislongerthantheoldone.Theconsensusofopinionisthatthetaxisunfair.Theconsensusisthatthetaxisunfair.,2020/5/5,.,64,Clarity,Claritytellsthereaderexactlywhatheorshewantsandneedstoknow,usingwordsandaformatthatmakeyourwritingstotallyunderstoodwithjustonereading.Short,familiarwordsandsimple,shortsentencesratherthanlong,difficultwordsandcomplexandlongsentencesarebetterforthispurpose.,Timeismoney.,2020/5/5,.,65,Example4,Theyhaveadecidedadvantageinregardtofreight.(Poor)Theyhaveadecidedadvantageinregardtofreightcharges(运费).(Better)TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(Poor)TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(Better),货运；运费；船货,2020/5/5,.,66,freightfreitn.,1.goodscarriedbyalargevehicle2.transportinggoodscommerciallyatratescheaperthanexpressrates3.thechargefortransportingsomethingbycommoncarrierwepaythefreightthefreightrateisusuallycheaper,2020/5/5,.,67,Theshipstoppedheretotakeinfreight.这艘船在这里停泊装货。PleasequoteuspricesincludinginsuranceandfreighttoVancouver.请报包括到温哥华的保险和运费的价格。Francederives16%ofrevenuefromairfreight.法国国家税收的16%来自于航空货运。,2020/5/5,.,68,Concreteness,Yourwritingshouldbevivid,specificanddefiniteratherthanvague,generalandabstract,especiallywhenyouarerequiringaresponse,solvingproblems,makinganofferoracceptance,etc.,2020/5/5,.,69,Example,Ourapplesareexcellent.Ourapplesarejuicy,crispyandtender.(Concrete)SmithtonCompanyisourbigbuyer.SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2005.(Concrete),2020/5/5,.,70,Thesebrakescanstopacarwithinashortdistance.TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.AdecisionhasbeenmadetosetupanofficeinOsaka.TheboardofdirectorsdecodedtosetupanofficeinOsaka.,2020/5/5,.,71,Completeness,Includeallthenecessaryinformationanddatainthemessagebecauseinformationanddatacanhelpsendersgetreceiversresponsesandachievedesiredobjectives.Anincompletemessagemayresultin:increasedcommunicationcosts;lossofgoodwill,sales,andvaluedcustomers;costofreturninggoods;wastedtimetryingtomakesenseoutoftheincompletemessage.,2020/5/5,.,72,Example6,Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?,2020/5/5,.,73,Completemessage,Remindinghimofhispromiseoftimelydelivery.Whatlosseshasthiscausedyou?Askingforcompensationifthereisanyagreementonthat.Expectingnosuchthingwillhappenagain.,2020/5/5,.,74,III.ModernChanges,GoodwillEffects:friendly,courteousthingsthatmakerelationsbetweenpeopleenjoyable.OtherEffects:persuasion/emphasis/downplay,2020/5/5,.,75,Suggestions:,1.Conversationalstyle2.Informalstyle3.Avoidtheoldlanguageofbusiness4.You-viewpoint(you-attitude)*Avoidinsincerity,2020/5/5,.,76,suggestions,5.Accentonpositivelanguage6.Singlingoutyourreader7.Usingthereadersnames8.Avoidanger,2020/5/5,.,77,IV.BasicPatternsofWriting,DirectnessinGood-newsandRoutineMessages(deductiveapproach)IndirectnessinBad-newsmessagesandpersuasionorsalesletters(inductiveapproach),演绎法,归纳法,直接法,间接法,2020/5/5,.,78,DirectnessinWriting,Threeparts:1）beginwiththemajoridea,2）providesupportingdetailsafterthemainidea3）endwithgoodwill.,2020/5/5,.,79,DearMr.Johnson,WillyoudoGeorgeBaryonandmethefavorofprovidinganevaluativereportonhim?Heisanassistantshippingclerkwithyou,whowantstomanageabranchforus.Hehasauthorizedthisinquiry.Howwelldoesheknowpackingandhaulingtechniques?Howdoyoujudgehisadministrativeabilitytorunanofficeofonesecretaryandaworkforceoffive?Whatisyourappraisalofhisabilitytomeetcustomersandgenerallybuildgoodwillwiththecommunity?Asafinalquestion,isthereanythingelseyoucantellmethatmightindicatewhetherMr.Baryonistherightpersonforourjob?Iwillbegratefulforyouranswers.Ofcourse,whateveryoureportwillbeheldincloseconfidence.INQUIRIESABOUTPEOPLE,2020/5/5,.,80,DearMr.Johnson,WillyoudoGeorgeBaryonandmethefavorofprovidinganevaluativereportonhim?Heisanassistantshippingclerkwithyou,whowantstomanageabranchforus.Hehasauthorizedthisinquiry.Howwelldoesheknowpackingandhaulingtechniques?,2020/5/5,.,81,Howdoyoujudgehisadministrativeabilitytorunanofficeofonesecretaryandaworkforceoffive?Whatisyourappraisalofhisabilitytomeetcustomersandgenerallybuildgoodwillwiththecommunity?Asafinalquestion,isthereanythingelseyoucantellmethatmightindicatewhetherMr.Baryonistherightpersonforourjob?,2020/5/5,.,82,Iwillbegratefulforyouranswers.Ofcourse,whateveryoureportwillbeheldincloseconfidence.Sincerelyyours,2020/5/5,.,83,IndirectnessinWriting,GuidelinesforBad-newsMessagesFourparts:Abuffer;Reasonssupportingthenegativedecision;Aclear,diplomaticstatementofthenegativedecision;Ahelpful,friendly,andpositiveclose.,2020/5/5,.,84,CongratulationsonSettingaNewSalesRecordLastMonth!YourAll-outEffortsAreApparenttoAllofUs.Asyouknow,forthepastthreeyearswehaveheldourproductpriceconstantsothatwecouldincreaseourshareofthemarket.Becauseofthispricelidandbecauseofyoureffectiveness,wehaveachievedauevengreatermarketsharethanforecast.Butinflationoverthepastthreeyearshasdrivenupourproductcosts.Sowearenolongeroperatingasprofitablyaswemust.Tokeepsalariesinlinewiththeinflationandtomaintain,2020/5/5,.,85,theindustry-standardprofitmarginof3percentofgrosssales,pricesofallourproductswillberaised10percentonthefirstofnextmonth.Togenerateideasthatwillhelpmotivateourcustomerstoacceptthesepriceincreases,themarketingdepartmentandsalesdepartmentwillholdajointmeetingat10:00a.m.nextThursdayinRoom336.Pleaseplantoattendit.Weneedtodevelopsomegoodwaystominimizet