商务英语写作第一章ppt课件

1、vWhat is Business English?v It is a part of English for Specific Purposes(ESP)v is English used in business context.v is especially related to international trade vWhat is the most important skill in business practices?Communication COMMUNICATIONOralWrittenNon-verbal非言语交际Business English WritingSYLL

2、ABUS & REQUIREMENTSvEvery chapter- 2 hoursvScore:vFinal exam 60%vPerformance 40%vAttendance (10%): absent-3 / late- 5vClass activity (10%)vHomework (20%)vRead news or materials about economy; write English economic report every month. Warm-up Functions of Business Writing Criteria for effective

3、business writingMore Criteria and Techniques Approaches to organizing business writing Part One Part Two Part Three Part Four Part FiveContentsOverviewv A great deal of business is transacted in writing.v Effective business writers can promote good relations with customers, employees and the general

4、 public. Then they can help to increase their companys sales and profits.v Proficiency in writing gives one a personal advantage in business; and contributes substantially to ones self-confidence.Why the ability to write effectively is a valuable business asset?Overviewpage1Business writing has thre

5、e functions: to inform: to persuadeto entertainWhat are the functions of business writing?Page1,para2OverviewPage1-2Business writing has three functions: To inform: you explain something or tell readers something/provide informationTo persuade: you want to influence the readers attitudes and want th

6、em to act. To entertain: to build goodwill建立友善关系/良好的信誉; you create a good image of yourself and of your organization- the kind of image that makes people want to do business with youFunctions of business writingOverviewPage1-2Most messages have multiple purposes. When you answer a question, youre in

7、forming, but you also want to build goodwill by suggesting that youre competent and perceptive and that your answer is correct and complete. Functions of business writingDocumentDescription of documentPurpose(s) of documentC l a i m s adjustment理赔Letter granting or denying customer request to be giv

8、en credit for defective goodsJob description岗位责任说明Description of qualifications and duties of each job. Used for performance appraisals绩效考核, setting salaries 薪资设定, and for hiring10-K report年度财务报表A Form 10-K is an annual report required by the U.S. Securities and Exchange Commission (SEC美国证券交易委员会), t

9、hat gives a comprehensive summary of a companys financial performance. Thank-you letter感谢信Letter to suppliers, customers, or other people who have helped individuals or the companyInform, build goodwillInform, persuade good candidates to apply;build goodwill (job duties match level, pay)Inform build

10、 goodwillA successful business message: the receiver interprets the msg as the sender intended it. it achieves the senders purposes.Criteria for effective business writingOverview6 Cs principles1.Courtesy- 礼貌礼貌2.Correctness-正确正确3.Conciseness-简约简约4.Clarity- 清楚清楚5.Concreteness-详细详细6.Completeness-完好完好C

11、riteria for effective business writing treating people with respect and friendly human concern Being very polite, even in asking the addressee to pay back the debts or refusing his demands, your letter still should be very mild and tactful. Being prompt in replying to the opposite parts letter. The

12、reply should usually be sent on the same day. If it is impossible for you to give a prompt reply in detail on the same day, you should write a short note to the client explaining why.Courtesybookv Dear Sirs, we are sorry you have misunderstood us. ( )v Dears Sirs, we are sorry we didnt make ourselve

13、s clear. ( )v We cannot understand why you have had trouble with these articles. ( ) v We presume that there must be some reasons for you having trouble with these articles. ( ) Overview Courtesy usually involves three aspects Using you-viewpoint Taking a positive tone Being conversationalCourtesyOv

14、erviewv You-viewpoint (you-attitude他式写法)v building goodwill: v focus interest on the reader/ for persuasion and for influencing people favorably/ emphasize “you and “your, de-emphasize “we and “our;v not just using second pronouns, but placing the reader in the center of things；v Read your msg. over

15、 as if you were in your readers shoes. v When you use you-viewpoint in writing, avoid insincerity/ using it for good goals.CourtesyDifferent AttitudesWe/I attitude You attitudevA large sale of our products will make our company more profitable.vWe are in need of fund and you must payvWe can not offe

16、r you any refund vObviously you forget telling us the colorvA good sale of the products will benefit youvTo maintain your excellent credit, please remitvYou could obtain a refund ifvPlease indicate your choice of colorOverviewv Accent on Positive Languagev Positive words emphasize the pleasant aspec

17、ts of the goal and tend to put the reader in the right frame of mind. They also create the goodwill atmosphere.CourtesyOverviewv Accent on Positive Languagev State ideas using positive languageCourtesyDont forget to submit your reportWe cant ship your goods untilYou neglect to indicate the specifica

18、tionRemember to submit.You will receive your goodsPlease send the complete specification OverviewAccent on Positive LanguageAvoid using second person pronouns when stating negative ideasE.g. You made numerous mistakes on this page. This page contains numerous mistakes. CourtesyOverviewv Accent on Po

19、sitive Languagev Use passive voice to convey negative ideasCourtesy Susan did not proofread this proposal carefully. Susan completed the job two months behind the schedule. The proposal was not proofread carefully. The job was completed two months behind the schedule. Overviewv Accent on Positive La

20、nguagev Use the subjunctive moodCourtesyNegative I cannot accept the recommendation. I am not able to accept your invitation. subjunctive mood I wish I could accept the recommendation. I could accept your invitation if I were to cancel my meeting onOverviewAccent on Positive LanguageInclude a pleasa

21、nt statement in the same sentenceE.g. Your personal ratings for communication ability were satisfactory. Your personal ratings for communication ability were satisfactory, but your rate for technical competence was excellent.CourtesyOverviewv Conversational Style: v warm and natural language. v What

22、ever you talk about in the letters, the language you use should be the same as if you met the person on the street, at home, or in the office.CourtesyPage 5 correct grammar, punctuation and spelling; choosing the correct level of language and using accurate information and data.Correctnessv Enclosed

23、 is the copy of receipt. ( )v Enclosed is a copy of the receipt. ( )v I am looking for another sales channels. ( )v I am looking for other sales channels. ( )v Profits were down in 1998, the Board blamed the recession. ( ) Comma splice逗号衔接逗号衔接 to write in the fewest possible words without sacrificin

24、g completeness and courtesy Suggestions: Shorten or omit words or expressions Include only relevant facts Avoid unnecessary repetitionConcisenessIf possible, a word should be used instead of a phrase, a phrase instead of a clause, a clause instead of a sentence, and a sentence instead of a paragraph

25、.Cluttering PhrasesShorter substitutionsat the present timenowfor the purpose offorfor the reason thatsince, as, becauseIn the near futuresoonIn view of the fact thatSince, becausePrior to the startbeforeA draft in the amount of USD1000A draft for USD1000In addition, we should also eliminate surplus

26、 words.With surplus wordsEliminate surplus wordsThere are 5 rules that should be observe5 rules should be observedIn the period between June and August they found the errorBetween June and August they found the errorIt came at a time when we were busyIt came when we were busyHis performance was good

27、 enough to enable him to qualify for the promotionHis performance was good enough to qualify for the promotionLeather depreciates in value slowlyLeather depreciates slowlyWe will ship these shoes at a later dateWe will ship these shoes laterAs a matter of interest, I am interested in learning your p

28、lanI am interested in learning your plan.The effective concise message should omit not only unnecessary wordy expressions but also irrelevant material. To make sure you include only relevant facts, you should:Stick to the purpose of your writingOmit information obvious to your readerAvoid unnecessar

29、y background material or explanations, excessive adjectives, pompous words. Sometimes repetition is necessary for emphasis. But if the same thing is said several times without reason, the message becomes boring. The following are 3 ways to prevent unnecessary repetition.Use a shorter name after you

30、have mentioned the long one once.Use pronouns and initials rather than repeating long names.Get rid of all needless repetition of phrases and sentences.1. Use China Telecom to indicate China Telecommunications Company when the latter one has been mentioned before.2. Instead of First Automobile Works

31、 again and again, use it or FAW. short familiar words and simple short sentences are better.(your writings are totally understood with just one reading.) Suggestions: Choose proper, short and familiar words Make ideas clear Use short sentences Have paragraphs of suitable lengthClarityChoose proper w

32、ords to make the message easy to understand,e.g.:As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services ( )We have two direct sailings every month form Hong Kong to San Francisco. ( )poorbetterPut one idea in a sentence, put one topic in a paragraph, and put on

33、e subject in a letter.Short sentences lead to clear meaning and easy understanding. The average sentence length is about 17-20 words. You can use sentences containing 3-40 words. If more than 40 words in a sentences, youd better rewrite it into more than one sentences.In business writhing, its suita

34、ble for paragraphs to contain 7-8 lines. If a paragraph is too long, it may make the main idea unclear and lead to a loose structure. If a paragraph is too short, your readers may be impressed that you topic is not adequately supported. vivid, specific and definite rather than vague, general and abs

35、tract especially when you are requiring a response, solving problems, making an offer 报盘报盘 or acceptance 接受接受, etc.ConcretenessOur apples are excellent. ( )Our apples are juicy, crispy and tender. ( )Smithton Company is our big buyer. ( )Smithton Company did more than one million USD worth of busine

36、ss with us in 2005. ( )ConcreteConcrete include all necessary information and data because information and data can help senders get receivers responses and achieve desired objectivesCompletenessSuppose you are writing a letter to your supplier telling him that his goods were not delivered on time.

37、What kind of information should you include in your letter? Reminding him of his promise of timely delivery. What losses has this caused you? Asking for compensation if there is any agreement on that. Expecting no such thing will happen again.Real situationsuggestionOverviewBusiness writing, in gene

38、ral, has more and more assumed a friendly, easy and conversational style.The primary concern in business writing is to communicate information. Thus, we will need to pay more attention to communicating effects.More Criteria and Techniques 沟通效果沟通效果OverviewSingling Out Your Readeryou should write for

39、his/her particular situation. What you say throughout the letter should make it clear that the reader is getting individual treatment. E.g. We look forward to the possibility of sending our executives to you in the years ahead. We look forward to hearing from you.More Criteria and Techniques Page 11

40、OverviewBuilding goodwillOne sure way to build goodwill is to do a little more than you have to do for your reader. E.g. In a refusal letter, it will make the reader feel much more comfortable if you explain and justify your refusal. More Criteria and Techniques Page 11Overviewv Using the readers na

41、mev It makes the reader feel that his/her identity as an individual is recognized. v Use it once or twice in the letter, but no so often.v Avoiding angerv Anger destroys goodwill. Most comments made in anger do not provide needed information.v Such comments take many forms: sarcasm, insults and excl

42、amations.v but when positive words have not brought desired results, negative words may be justified.More Criteria and Techniques Overview Deductive approach 演绎法 It begins with the general and ends with the specific. Sometime this is informally called a “top-down approach. (direct) Inductive approac

43、h 归纳法 It is usually described as moving form the specific to the general. Informally, we sometimes call this a “bottom up approach. (indirect )Approaches to organizing BWPage 12Overviewv Directness in good news and routine messagesv Good news or routine messages follow a direct orderthe message begi

44、ns with the main idea.- deductive approachv Present good news and routine messagev Begin with the main idea(present good-news or routine information);v Followed by supporting details;v End with goodwillApproaches to organizing BWPage 12Overview2. Indirectness in bad news messagesAn indirect order co

45、nsists of four parts:a bufferreasons supporting the negative decisiona clear, diplomatic statement of the negative decisiona helpful, friendly, and positive close.Approaches to organizing BWPage 12Overview2. Indirectness in bad news messagesAn indirect order consists of four parts:a bufferExamples of a buffer As you mentioned, prompt delivery is so important that we have been making every effort to accomplish it. We appreciate your writing to us about the quality of our products.Approaches to organizing BWOvervi