商务英语写作的原则PPT课件

.,1,BUSINESSWRITING,.,2,Chapter1AnOverviewofBusinessWriting,商务写作概述,.,3,Lead-inQuestions,Whatisbusinesscommunication?Canyounamesomewaystocommunicatepeopleinabusinesssetting?,Businesscommunicationisaprocessofexchanginginformationandideasinabusinesssetting.,.,4,nonlinguistic,eyecontact,physicalappearance,facialexpressions,spaceanddistance,gesture,posture,FormsofBusinessCommunication,.,5,linguistic,e-mails,letters,memos,telephonecalls,conversation,faxes,notes,voicemails,reports,proposals,minutes,FormsofBusinessCommunication,Web,.,6,WhyBusinessWriting?,Theabilitytowriteeffectivelyisavaluablebusinessasset.1)agreatdealofbusinessistransactedinwriting,whichisinvolvedineverypartofbusiness.2)effectivebusinesswriterscanusetheirskilltohelpincreasetheircompanyssalesandprofitsbypromotinggoodrelations.3)proficiencyinwritinggivesapersonaladvantageoverlesscapablewritersandcontributessubstantiallytohis/herself-confidence-anecessaryqualityforbusinesssuccess.,.,7,FunctionsofBusinessWriting,ToinformToinfluence/persuadeToentertain,.,8,Toinform,Messagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperations.Themajorpurposeofmostofthesemessagesistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontent.,.,9,Toinfluence/persuade,Inadditiontoprovidinginformation,abusinessmessagemustalsoinfluencethereadersattitudesandactions.,.,10,Toentertain,Tosecurethedesiredresponse,itisnecessarytohaveanadequateknowledgeoftheEnglishlanguageandanunderstandingofhumannature.Thewritershouldhaveanacquaintancewiththeparticularinterestand,ifpossible,theemotionsofthereader.Nocommunicationiswhollysuccessfulunlessitretainsthereadersgoodwill.,.,11,Businesspeoplecantaffordpayingapersonalvisiteachtimetheywanttotransactbusinessinvariouspartsoftheworld,instead,theymakephonecalls,writeletters,sendfaxes,ore-mails.Writingisimportantforunderstandingandformalconfirmationandasasourceforlaterreference.Inordertoachievegoodcommunication,weshouldconsiderthefollowing“sixCsprinciples”.Courtesy,Correctness,Conciseness,Clarity,Concreteness,Completeness,CriteriaforEffectiveBusinessWriting,.,12,CourtesyCorrectnessConciseness,ClarityConcretenessCompleteness,SixCsPrinciples（6C原则）,.,13,1.Courtesy（礼貌）,Specialattentionshouldbedevotedtoassuringthecourtesyofbusinesscommunication.Itmeanstreatingpeoplewithrespectandfriendlyhumanconcern.Itisapositivevalue,notneutral(中立的）ornegative.Thetonemustconveypositivegoodwill,positivewarmth,andpositiveinterestinthereader.Thecourteouswritershouldbesincereandtactful,thoughtfulandappreciative,andanswerletterspromptly.,.,14,Courtesy,Beingverypolite,eveninaskingtheaddresseetopaybackthedebtsorrefusinghisdemands,yourletterstillshouldbeverymildandtactful.Beingpromptinreplyingtotheoppositepartsletter.Thereplyshouldusuallybesentonthesameday.Ifitisimpossibleforyoutogiveapromptreplyindetailonthesameday,youshouldwriteashortnotetotheclientexplainingwhy.,.,15,Example1,DearSirs,wearesorryyouhavemisunderstoodus.DearsSirs,wearesorrywedidntmakeourselvesclear.Wecannotunderstandwhyyouhavehadtroublewiththesearticles.Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.,.,16,Courtesy,Thefollowingarewaystomakeyourwritingbecourteous:1)useproperexpressionsThanks,whenothersdofavorforyouPlease,whenyouaskforsomethingfromothersSorry,whenyoucannotsatisfyothersrequest,.,17,Courtesy,2)usepositivewordsandexpressionsinsteadofnegativewordsandexpressionsCompare:Theofficeisclosedafter4.Theofficeisopenuntil4.Wecannothavethesefiguresforyoubeforenextweek.Wewillhavethesefiguresforyounextweek.,(NG),(NG),.,18,Courtesy,3)writenaturallyandsincerelyCompare:Pleasebegoodenoughtoadviseus.Pleasetellus.Ihadhopedthatafavorableconsiderationonyourrequestcouldbepossible.Iamsorrywecannotapproveyourrequest.,(NG),(NG),.,19,Courtesy,4)use“youapproach”(reader-oriented)Compare:WewillacceptbidsuntilJune10.Youmaysubmitabid(投标）untilJune10.(reader-oriented)Pleaseacceptourapologiesforthedelay.Wehopeyouhavenotbeenseriouslyinconveniencedbythedelay.(reader-oriented),.,20,ThewaystogetCourtesy,1)useproperexpressions2)usepositivewordsandexpressionsinsteadofnegativewordsandexpressions3)writenaturallyandsincerely4)use“youapproach”(reader-oriented),.,21,Correctness（正确）,Correctgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting,Inaddition,correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.,.,22,Howtogetcorrectness?,1)choosetherightformfordifferentkindsofwriting2)verify(核实）spelling3)selectcorrectwordsorphrases4)insertappropriatepunctuation5)therightform6)accuratereliablefigures,.,23,Chooserelativeformalityfordifferenttypesofwriting.,proposals意向书reports报告minutes会议记录letters书信faxes传真voicemails语音邮件e-mails电邮phonecalls电话memos备忘录notes摘记，笔记,formal,informal,.,24,Correctness,Compare:Anyonecanlearntotype.Anyoneofuscanlearntotype.“TheNavy,”saysCaptainMichelStern,“willhavemoremissilecarriers.”TheNavysaysCaptainMichelSternwillhavemoremissilecarriers.,导弹运载器,.,25,Examples:,Enclosedisthecopyofreceipt.Enclosedisacopyofthereceipt.acopyofthereceipt收据副本/复印件Iamlookingforanothersaleschannels.Iamlookingforothersaleschannels.saleschannels销售渠道,(),(),(),(),.,26,Conciseness（简洁）,Effectivewritingisconciseeachword,sentence,andparagraphcounts.Concisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Becauseawordymessagerequiresmoretimetowriteandread,businesspeopleputahighpremiumonconcisenessinbusinessmessages.Concisenesswillgiveemphasistoyourmessage.,注重,.,27,Conciseness,1)shortenwordyexpressionsCompare:Wehavebeguntoexportourmachinestocountriesabroad.Wehavebeguntoexportourmachines.Fortheamountof$320youcanbuythemotor.For$320youcanbuythemotor.,(NG),(NG),.,28,Conciseness,2)usewordstoreplacephrasesorclausesCompare:IntheeventthatyouspeaktoMr.Moodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.(NG)IfyouspeaktoMr.Moodaboutproduction,askhimtoconsiderthedeliveryschedule.,交货日期,.,29,Examples:,Wedonotanticipateanyincreaseinpricesinthenearfuture.Wedonotexpectpricestorisesoon.Owingtothefactthatyourcompetitorspriceismuchlowerthanyours,wecannotacceptyouroffer.Becauseyourcompetitorspriceismuchlowerthanyours,wecannotacceptyouroffer.(Better),(Poor),(Poor),(Better),.,30,Clarity（清楚）,Claritytellsthereaderexactlywhatheorshewantsandneedstoknow,usingwordsandaformatthatmakeyourwritingstotallyunderstoodwithjustonereading.Short,familiarwordsandsimple,shortsentencesratherthanlong,difficultwordsandcomplexandlongsentencesarebetterforthispurpose.,.,31,Clarity,Thefollowingaresomewaystohelpachieveclarity:1)usesimple,shortwordsandsimplesentencestructureCompare:aftersubsequentlargesubstantialduringinthecourseofweencloseenclosedpleasefind,.,32,Clarity,2)avoidusingwordswithdifferentmeaningsCompare:Weshalltakeafirmlinewiththefirm.(NG)Weshalltakeastronglinewiththefirm.,.,33,Clarity,3)puttogetherwordswithcloserelationCompare:TheyboughtabicycleinBeijinginasmallshopwhichcosts$25.00.(NG)Theyboughtabicyclefor$25.00inasmallshopinBeijing.,.,34,Clarity,4)useactivevoiceCompare:Afaxwassentbyusyesterday.(NG)Wesentyouafaxyesterday.Thesalaryincreasewasreceivedbyallemployees.(NG)Allemployeesreceivedthesalaryincrease.,.,35,Howtogetclarity?,1)usesimple,shortwordsandsimplesentencestructure2)avoidusingwordswithdifferentmeanings3)puttogetherwordswithcloserelation4)useactivevoice,Attention:Claritydoesntmeantoshortenthesentencebuttooffertheessentialinformationinshortform.,.,36,Examples:,Theyhaveadecidedadvantageinregardtofreight.Theyhaveadecidedadvantageinregardtofreightcharges(运费).,货物，运费,(poor),(better),明显优势,.,37,TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.,mesz法pl.；(=Messieurs)各位(先生),(poor),(better),.,38,Concreteness(具体）,Yourwritingshouldbevivid,specificanddefiniteratherthanvague,generalandabstract,especiallywhenyouarerequiringaresponse,solvingproblems,makinganoffer（出价）oracceptance,etc.Youmustmakesureyourlettercontainsalltheinformationyourreaderneedstoactupon（按照，遵循),avoidincompleteinformation.,.,39,Concreteness,1)usingconcretemodifiersCompare:Ineedtheprintoutassoonaspossible.(NG)Ineedtheprintoutby3p.m.today.,.,40,Concreteness,2)avoidingopinionsorgeneralizationsCompare:Variousaspectsofthisequipmentmakeitagoodchoice.(NG)Thismachineisagoodchoicebecauseitismorecompactandlessexpensivethananyotheroneonthemarket.,.,41,Example,Ourapplesareexcellent.Ourapplesarejuicy,crispyandtender.(Concrete)SmithtonCompanyisourbigbuyer.SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2005.(Concrete),.,42,Completeness,Includeallthenecessaryinformationanddatainthemessagebecauseinformationanddatacanhelpsendersgetreceiversresponsesandachievedesiredobjectives.Anincompletemessagemayresultinincreasedcommunicationcosts,lossofgoodwill,sales,andvaluedcustomers,costofreturninggoods,andwastedtimetryingtomakesenseoutoftheincompletemessage.,.,43,Example:,Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?,.,44,Completemessage,Remindinghimofhispromiseoftimelydelivery.Whatlosseshasthiscausedyou?Askingforcompensationifthereisanyagreementonthat.Expectingnosuchthingwillhappenagain.,.,45,Exercise:Comparethefollowingpairsofsentences,choosethebetterone.,1.Ihavepleasureininformingyou.Iampleasedtotellyou.2.Willyoukindlysendusareplybeforetheendofthemonthforwhichastampedenvelopeisenclosed?Willyoupleasesendareplyintheenclosedenvelopebeforetheendofthemonth?3.Pleasedonotanticipateanyincreaseinprices.Wedonotexpectpricestorise.,（moreconciseness）,(moreclarity),(moreconciseness),.,46,4.Wearesorrythatthemerchandise(商品，货物）isnotuptothestandardandweshallgladlymakeanexchange.Itisnotourintentiontosuggestthatyoushouldkeepunsatisfactorymerchandise,sowearewillingtoaskyoutoreturnittousatonce,andwewi