Section 1.1 读写指南Learning Business Writing in English教学课件

1、Business Writing in English商务英语写作商务英语写作I Business Writing in EnglishnWhat do you know about Business writing in English? nDo you think Business writing in English is very important for all of us here? Different from commercial business lettersnA commercial business letter is a letter written in form

2、al language, usually used when writing from one business organization to another, or for correspondence between such organizations and their customers, clients and other external parties. The overall style of letter will depend on the relationship between the parties concerned. There are many reason

3、s to write a business letter. It could be to request direct information or action from another party, to order supplies from a supplier, to identify a mistake that was committed, to reply directly to a request, to apologize for a wrong or simply to convey goodwill. Even today, the business letter is

4、 still very useful because it produces a permanent record, is confidential, formal and delivers persuasive, well-considered messages. What should we know about learning Business Writing in English?n1. Regular school attendance n2. Careful preparation for the lecturen3. Be very active in classroom ex

5、ercisen4. Promptly handing in your exercise booksSection 1.1 读写指南读写指南Learning Business Writing in Englishn1. What is business English? nGenerally speaking, English can be divided into two different categories, English for General Purpose (EGP) and English for Specific Purpose (ESP). Business English

6、 is an important branch of ESP as Business English is English especially related to international trade, the exchange of capital, goods, and services across international borders or territories. Therefore, business English has its own outstanding features in both learning and teaching. Business Engl

7、ish focuses on vocabulary and topics used in the world of business including trade, finance, and the language and skills needed for typical business communication such as presentations, negotiations, meetings, small talks, socializing, correspondence, report writing, and so on.2. What is English for

8、 business writing?nBusiness English is the use of the English language to make profits and save costs in the process of doing business and it is one way to use English for this purpose. In some ways, all writing in English is similar, following the same basic rules, such as the rules of grammar and

9、syntax. But business writing has only one purpose and one purpose only, making money. In ordinary writing, the meaning and significance of what is written is of primary importance; in business writing, only the result counts. Since business English is designed and used only to make profits and avoid

10、 losses, a basic principle in business English must be the clear understanding of your purpose in writing anything. And that writing is work, something you do to make money. What you write is a product or service, called a work product. This means you must bear in mind all of the time what your purp

11、ose is in constructing any written work product and how you expect what you write and the way you write it to result in increasing income and decreasing costs. 3. How can you learn English for business writing well?nTo learn Business writing well and grasp the tactics in applied writing, you need to

12、 have a general idea of the layout of the whole course and then carry out a scientific way of learning step by step. nFirst, do a careful study of the basic theory on writing; second, recite the business sayings in part two. These business sayings have been proved to be very useful in business negot

13、iations; third, read the core words and expressions very carefully and try to find the changing forms and different meanings used in different sentences; fourth, recite the typical sentences and do your best to write in different ways; finally, be active in classroom discussion and always do your ho

14、mework actively. People enjoy and react favorably to positive messages. A positive tone builds the readers confidence in the writers ability to solve problems and strengthen personal and business relationships. Positive words emphasize the pleasure aspects of the letter goals and tend to put the rea

15、der in the right frame of mind. They also create the goodwill atmosphere readers seek in most letters. Use positive language and avoid angerUse positive language and avoid angerSample letter Dear Mr. AndersonThank you for your letter of September 15. We appreciate your inquiry concerning your Benson

16、 500 motorcycle. We want to satisfy our customers with high-quality products and service. The Benson Bike Shop carries a one-year warrantee on all parts and labor under normal usage. Page 6 of your owners manual states that 2-cycle engine oil and unleaded gasoline must be used for the warrantee to b

17、e in effect. Our inspection of you motorcycle engine showed that 10W30 oil had been used, along with leaded gasoline. The use of incorrect oil and gasoline has caused the problems you are experiencing. Our skilled technicians can repair your motorcycle engine at the usual rate. The repairs are guara

18、nteed for 90 days. We are confident that we can restore your engine to excellent working condition, and we would be happy to answer any maintenance questions you may have. Please call our repair center at 425-564-7889 to tell us if you would like us to proceed with the repairs. As soon as your engin

19、e is repaired you will be able to enjoy riding your Benson 500 once again. SincerelyYour buffer paragraph-do not give the bad news in the opening paragraph.Explain WHY before you tell or infer the bad news that the guarantee will not cover the repair.Always try to tell what you CAN do to help solve

20、the problem End with your CALL FOR ACTION and a positive statement. Exercises:Exercises: A. Translate the following paragraph into English:nDear Sir, n我们很遗憾地告知你方，贵方打印机价格太高令我方难于接受，因此我方非常抱歉向你方下单订货。n我方已经收到一家法国公司的报盘，其报价比你方价格大约低百分之十五。我们承认他们产品的质量不能和你方产品相提并论，但你们双方报价确实相距过大.n尽管我们切盼和贵方拓展业务，但是非常遗憾不能接受你方报盘甚至各让一

21、半。n n再次表示歉意！n Yours faithfully,nDear Sir, nWe are sorry to say that the price for your printers is too high for us to work on. So it is a regret we cannot place an order for your products.nWe have received a quotation from a French company and they quoted us a price approximately 15% lower than that

22、 of yours. We admit that the quality of their products does not measure up to that of yours, but the price gap between yours and theirs is, in deed, too wide.nAlthough we are keen to do business with you, we regret that we cannot accept your offer or even meet you half way. nSorry again for the reje

23、ction!n Yours faithfully,B. Fill in the blanks with the words and phrases given in the box. Change the forms where necessary.drawn-out project rapport compromise maximize to the point in sbs shoes contribute to put forward inclusive of set down bound to verify portray lose out reposeprompt demand en

24、title two sides of the same coin(1) One advantage of the telephone is that it _ a live voice, a real person, who can both listen and respond to a situation.(2) Parties mutually agree to submit to arbitration in the hope of avoiding _ public clashes in the courts.(3) All the prices quoted hereinafter

25、 are _ your 2% commission.(4) Some people believe that freedom of enterprises is the most efficient way of _ economic growth. (5) There must be trust from both sides in order to create a new working _.(6) The call is made because someone has a request or problem. So you should get _ just as quickly

26、as you would in a business letter.(7) A prompt order will certainly _ the buyer to get early delivery which will benefit him a great deal. (8) Youd better _ your priorities before the start of each days work.(9) It is _ that the importer open the relative L/C one month before the delivery. (10) Havi

27、ng been doing business with Mr. Brown for many years, we _ complete confidence in his jectsdrawn-outin inclusive ofmaximizing rapport to the pointentitleset downdemandedrepose (11) At the meeting yesterday many suggestive countermeasures _. (12) We understand that the appearance of the pa

28、ckage _ greatly to the sale if consumer goods. (13) He has had so much trouble recently that we ought to be grateful we are not _.(14) Any discussion of this matter is _ cause a lot of arguments.(15) It seems that they are not ready to _ on prices. (16) Dreams and reality, like success and failure,

29、are_. (17) The accounts must _ before the end of this month. (18) With confidence we can _ the finer points of our personality in such a way that the places where we do lack are never highlighted.(19) In face of competition from the transnational companies, small firms are bound to _. (20) _ by the

30、desire to conclude the transaction with you, we are prepared to cut down the quoted price by 3%. were put forwardcontributesin his shoesbound tocompromisetwo sides of the same coinbe verifiedportraylose outPromptedV. 段落写译段落写译 Paragraph Writing and Translatingn1. 有人认为商务英语不就是些单词和句子么。这些单词和句子固然重要，但与此同时也

31、简直是个故意的误导。实际上商务英语就是要“要通过英语这种语言的使用在生意中获利。II. 商界名言商界名言 Business Sayingsn1. Money is the best passport. 金钱是最好的通行证。n2. All things are difficult before they are easy. 万事先难后易。n3. Rome is not built in a day. 冰冻三尺非一日之寒。n4. Like author, like book. 文如其人。n5. Teaching others teaches yourself. 教学相长。n6. A man may

32、 lead a horse to the water, but he cannot make him drink. 人可牵马至水边，强行饮马却艰难。nIII. 核心词语核心词语Core Words and Phrases (omitted)n要求课前背诵重要术语要求课前背诵重要术语nIV. 经典句式经典句式Typical Sentences n(omitted)n要求首先思考如何翻译？有多少不同的路径？要求首先思考如何翻译？有多少不同的路径？变换词性、主语、从句会产生什么不同的效果？变换词性、主语、从句会产生什么不同的效果？n1. 有人认为商务英语不就是些单词和句子么。这些单词和句子固然重要，

33、但与此同时也简直是个故意的误导。实际上商务英语就是要“要通过英语这种语言的使用在生意中获利。”Some people think business English are essentially vocabulary and sentence construction. While this is important it is deliberately misleading at the same time. Business English, in fact, is “the use of the English language to make a profit in business

34、transactions.” n2. 一定要意识到商务写作必须尽可能没有错误，单词拼写不好、用词不当还有其他语法错误都会让对方公司觉得你太粗心大意，给客户的印象也就太糟糕了。n2. 一定要意识到商务写作必须尽可能没有错误，单词拼写不好、用词不当还有其他语法错误都会让对方公司觉得你太粗心大意，给客户的印象也就太糟糕了。nAlways realize that any business writing you do must be as error-free as possible; failure to use the correct spelling, placement of words,

35、or other grammatical mistakes may be taken by a company to imply you are careless with details, and may only leave a bad impression on your customers.n3. 写作中的“组织”是指信息呈现的顺序。一旦知道文件中需要包括哪些信息，就可决定如何组织这些信息。能够用于组织内容的普通方法是提纲撰写和头脑风暴。n3. 写作中的“组织”是指信息呈现的顺序。一旦知道文件中需要包括哪些信息，就可决定如何组织这些信息。能够用于组织内容的普通方法是提纲撰写和头脑风暴。

36、n“Organization” in writing refers to the order in which information is presented. Once you know what information you want to include in your document, you can decide how to organize that information. Common methods you can use to organize content are outlining and brainstorming.n4. 涉及公司的商务写作主要是报告和收据

37、之类的内部财务结算表、做报告以及提交关于改进公司管理和成本控制的提议等。n4. 涉及公司的商务写作主要是报告和收据之类的内部财务结算表、做报告以及提交关于改进公司管理和成本控制的提议等。nBusiness writing for the company is mainly reports, internal financial accounting forms such as handing in receipts, submitting proposals for improving the company management and cost control, etc.n5. 可以使用备

38、忘录、报告和信函之类的商业文书，分析它们是怎样写成的。要成为商务写作方面的专家，最基本的一条就是要分析某一具体的文书，明确各类写作的目的。n5. 可以使用备忘录、报告和信函之类的商业文书，分析它们是怎样写成的。要成为商务写作方面的专家，最基本的一条就是要分析某一具体的文书，明确各类写作的目的。nYou can use examples of business documents such as memos, reports and correspondence and analyze how they are written. In order to become an expert in b

39、usiness writing, it is essential to analyze certain specific documents and understand the purpose of each piece of writing.VI. 讨论评估讨论评估 Discussion and Assessmentn有人说；“实际外贸工作中并不要求英语特别好，只要会一些简单的对话和能接待客户就可以了。”你是否同意这种观点？“简单”的“简”是否等于“简洁”的“简”？下面首先参看一则商务信函的转译实例，看看翻译与写作之间有什么重要的内在联系？翻译是否可以作为实现写作目的的一个重要手段？然后，

40、请逆向思维考虑以下一则“简短”的广告用语，看看我们能否为公司撰写这样精简的英语广告？对商务英语写作有何启发？n1) 示例：按贵方要求改变包装另需不少时间，港口装卸业务繁忙导致该单卸货延迟，所有货品检验又得等候数日，我们因此未能在合同的规定的日期完成交货。 n这是卖方对未能及时交货的一个合理的解释。写作时首先面临两个路径的选择，一是“我们”承担“不能及时交货”的后果，主句译成we were therefore unable to have the goods delivered within the contracted period是以“我们”为主语；二是将句子中前三个小句看成一个主语部分，视

41、为导致“我们不能及时交货”的行为者，而不是原因状语从句。运用句法规则能够有效地将各个句子成份协调组合到一起并确保整个句子的表达功能，要做到这一点就必须首先找准主语。相比之下，第二个方案显然更为可取，能够有效地避免“我们”处于首当其冲的境地，表达相对缓和，使得读者看来是前面三个客观原因才导致交货的不及时。英国翻译学专家Peter Newmark (2001)的观点值得借鉴，他认为，“最管用的步骤就是首先发现句子的逻辑主语，然后是具体的动词，最后其他成份才好各归其位。” 根据上述第二个方案，笔者试译：nChanging the packing of the products in accordan

42、ce with your instructions required a lot of time. Considerable congestion in the port delayed unloading your order. Testing and examining the cargo needed more days. These combined factors resulted in our failure to have the goods delivered within the contracted period.2) 壳牌集团公司广告语： Shell Oil: Go we

43、ll. Go Shell.n荷兰皇家壳牌集团公司，简称壳牌公司，其组建始于1907年壳牌运输和贸易有限公司与荷兰皇家石油公司的股权合并。 n从修辞的角度看，Go well. Go Shell.使用了多种修辞手法，一是以两个Go先行的首语重复法(anaphora )兼具押头韵(alliteration)方法；二是以well 和Shell结尾的押尾韵 (rhyme)方法；三是Go well和Go Shell的双关语(pun)用法，前者含有“车辆运行好”和“进展顺利”的双重含义，后者含有“认准壳牌服务”和“购买壳牌油料”等双重含义。翻译时，本着力求再现语用风格，实现“功能对等”的原则，译为“要想行车好，快把壳牌找！” n看到这样简洁而又成功表达，我们才知道商务英语写作所追求的目标。n VII. 应用写作应用写作