领先商务英语函电PPT

1、Business correspondence/letter外贸英语函电授课教师：赵晓霞先修课程：国际贸易国际贸易实务；具备能力：具备一定的英文读写水平；课外参考书目国际贸易实务（双语教程）易露霞 陈原主编 清华大学出版社国际商务函电陆墨珠 编 著 中国商务出版社外贸英语函电易露霞 王娜娜 陈原主编 清华大学出版社外贸函电写作常玉田 著 中国人民大学出版社教学目的objective of our class掌握涉外经贸工作中商务信函的写作技能； 具体要掌握构成函电核心英语的三大板块：本课的具体内容包括外贸业务流程涉及到的信函：Enquiries and replies询盘及答复、offers

2、and counter-offers发盘及还盘、orders and their fulfillment订单及其执行、packing包装、insurance保险、shipment装运、payment付款、complaints and claims申诉、索赔与理赔agency代理；chapter 1 IntroductionSection 1 Principles of good writing商业书信的目的（与艺术作品不同）：Delivering information（提供消息）;Persuasion（动摇对方心意）;Expressing good will（表达善意）.正文的书写原则7Cs

3、 principles ：7C原则7Cs principles 正文的书写原则：7C原则(1) Clarity 明晰，清楚 The writer must try to express himself clearly. To achieve this, he should keep in mind the purpose of his letter ;and use appropriate words in correct sentence structures to convey his meaning. He should also avoid ambiguous sentences. C

4、ompare: The L/C must reach us for arranging shipment not later than 8 October. The L/C must reach us not later than 8 October for arranging shipment . They bought a bicycle in Beijing in a small shop which costs $25.00 . They bought a bicycle for $25.00 in a small shop in Beijing. To make his messag

5、e clear, the writer must present it in well-constructed sentences and paragraphs, and include necessary transitional words or expressions to link them up.(2) Conciseness 简洁 Conciseness means saying things in the fewest possible words. A concise business letter should say things briefly but completel

6、y without losing clarity or courtesy. To achieve conciseness try to avoid wordiness or redundancy.a. Shorten wordy expressionsWe have begun to export our machines to countries abroad.We have begun to export our machines.b. Use words to replace phrases or clauses.In the event that you speak to Mr. Wo

7、od in regard to production, ask him to give consideration to the delivery schedule.If you speak to Mr. Wood about production,ask him to consider the delivery schedule.c. Avoid padded expressionsIt should be noted that this is the best we can do.Please be advised that we have received your invoice.A

8、good rule to remember when composing lettersto keep the language simple ,clear and easy to read（3）Courtesy 谦虚有礼 Courtesy is not mere politeness. It stems from a sincere You-attitude. The courteous writer should be sincere and tactful, thoughtful and appreciative.Compare:Your letter is not clear at a

9、ll. I cant understand it.If I understand your letter correctly (tactful) Avoid irritating, offensive or belittling statements; For best results, and also as a matter of courtesy, answer letters promptly.（4） Consideration 周全，体谅 Prepare every message with the reader in mind and try to put oneself in h

10、is place. Plan the best way to present the message for the reader to receive. Emphasize the You-attitude rather than the we-attitude Adapt the language and message to the receivers needs. It is also better to focus on the positive rather than the negative approach.Compare the following pairs of sent

11、ences:I write to send my congratulations.Congratulations to you on your promotion!We wont be able to send you the brochure this month.We will send you the brochure next month.(5) Concreteness具体Make the message specific, definite and vivid.Compare:These brakes can stop a car within a short distance.T

12、hese Goodson power brakes can stop a 2-ton car within 24 feet.A decision has been made to set up an office in Osaka.The board of directors decided to set up an office in Osaka(6)Correctness正确 As applied to a business message, correctness means appropriate and grammatically correct language, factual

13、information and accurate reliable figures. Errors often occurred in business writing: a. with pronouns.Our competitors were more successful than ours (us). b. With adjectives. The two first (first two) items are not available.C. with article.We are interested in same. (the same)D. with verbsNeither

14、of the offers are (is) acceptable.E. with adverbs.We had quite a (a quite) successful meeting.(7) Completeness 完整 A business communication should include all the necessary information. It is essential to check the message carefully before it is sent out.是否完整可用5个“W”来检验，即“Who, what, where ,when and wh

15、y” Section 2 Parts of a business letter信件的各部分内容A. The Standard Parts标准部分（必写部分） A standard business letter consists of seven parts（7部分）: The letterhead（heading）信头 A printed letterhead contains the companys name, address, postcode, telephone number and fax number, etc. 包括：发信人公司名称、地址、邮编、电话号码、传真号码、电子信箱等

16、It is usually centered or at the right or left margin . When writing on blank paper, type only the address at the right or left margin, e. g. 见下例：a) 居右 123 Third Avenue New York, NY 10017 U. S. A. June 4, 1999 Mr. L. Jones 4 Victoria Street London SWI HOET Britain Dear Mr Jones Enclosed is a letter

17、from Mr. B. Bergland which I have been asked to transmit to you. Sincerely yoursb)居左 123 Third Avenue New York, NY 10017 U.S.A. June 4, 1999 Mr. L. Jones 4 Victoria Street London SWl HOET Britain Dear Mr Jones, Enclosed is a letter from Mr B Bergland which I have been asked to transmit to you. Since

18、rely yours, (2) The date. 日期 The date should be placed below the letterhead to the right for indented style and to the left for block style.位于信头下面 The date should be typed in full and not abbreviated (e.g. December for Dec. ) and there is a growing tendency to omit the-th, -st, -nd and -rd that foll

19、ow the day (e. g. 2 June for 2nd June).The recommended forms for dates are as follows: 8 June 2013 and June 8,2013 Avoid giving the dates in figures, for the practice to write dates varies in different countries. English practice follows the order of day, month and year while it is the U. S. practic

20、e to write in the order of month, day and year. For example, 2/3/2013 could be taken as either February 3 or March 2, 2013. 次序是日、月、年或月、日、年(3) Inside name and address 封内名称和地址 The name and address of the receiver is typed at the left hand margin at least two lines below the date. Courtesy titles are u

21、sed in correspondence. Write Mr.for a man and Mrs. Miss or Ms. or for a woman. Mr. W. Bray When the receiver holds a special title, (有特别头衔时)，such as Doctor, Professor or Sir, use it instead of Mr. or Ms. and his official position should follow: Dr. E. Browning（用Dr代替Mr） president(官方职位) 特别头衔时，则用此头衔取代M

22、r.官方职位写在下一行 When addressing business executives, include their title. The business title usually follow the persons surname. A comma is used and the title is capitalized. If the title is too long to fit on the same line as the name, place it on the line below: 1. Mr. Paul Johnson, President 2. Dr. P

23、hilip D. Rogers Assistant Marketing Manager商业头衔跟在姓后要加逗号商业头衔太长，放下一行 For company name, either the full name of the company or its official abbreviation may be used：International Business Machines corporation IBM Corporation公司名称写全称或缩写均可Follow the companys own practice regarding “Company and “Corporatio

24、n and the abbreviated forms may be used, like: Overseas Investment Inc. China Power Corp. 根据各公司的习惯来写公司这个单词Messrs. is the abbreviated form of the French word Messieurs used only for partnerships whose company names include a personal element, e. g. Messrs. MacDonald & Evans公司名称含有人名时，使用此词In most Europ

25、ean countries, the right order is house number, street number, name of town, postal code, and name of country, e. g. The Asia Glass Co. Ltd. 23 Gate Street Southampton S04 T60 United KingdomFor the United States. use the Postal Service abbreviation for states (e. g. NY for New York, MA for Massachus

26、etts) and the Zip Code. 234 Commonwealth Avenue Boston MA 23456 U.S.A. (4) The salutation 称呼（开头敬语） The salutation is the polite greeting with which a letter begins. Its form depends upon the writers relationship with the receiver. The customary formal greeting in a business letter is Dear Sir (Madam

27、) or Dear Sirs, (Mesdames) (BrE) or Gentlemen (AmE). But the trend these days is towards informality, especially if the receiver is known to the writer personally. A warmer greeting, Dear Mr. Mason is then preferred.如何写取决于写信人与收信人的关系Dear Sirs, to a companyGentlemen: （美国人常用）to a companyDear Sir, to a

28、man if you dont know his nameDear Madam, to a woman if you dont know her nameDear Mr. Smith, to a man Dear Mrs. Smith, to a married womanDear Miss Smith, to a single womanDear Ms. Smith, to a woman you are not sure whether she is married or notDear John,to a close friend(5) The body正文 This contains

29、the actual message of the letter. The letter should be carefully planned and paragraphed, with the first paragraph referring to any previous correspondence and the last paragraph to future actions or plans.NOTE: 1.函件只写在信纸的一面，2.如果正文较长，一页不够，第二页至少有三行正文。3.第一页最后一行的右边写上to be continued第二页需用不带信头的信纸，第一行要写上收信

30、者单位、页数和日期。如：Collins Telecom Company, -2- March 5,2013(6) The complimentary close. (结尾套语) The complimentary close is merely a polite way of ending a letter. It is in keeping with the salutation. The most commonly used sets of salutation and complimentary close are: Formal: Dear Sir(s) Yours faithfull

31、y, ;Faithfully yours, Gentlemen Yours truly,; Truly yours, Less formal: Dear Mr. Henry, Yours sincerely, (or Sincerely yours,) 低于正文一、二行，放在信的右或左下角(7) The signature.(签名) A letter should be signed by hand and in ink. Because many hand written signatures are illegible ,the name of the signer is usually

32、typed below the signature and followed by his job title or position. H. Ford(手写) H. Ford Sales Manager 在打好的姓名之上，仍需手签自己的姓名，以表示郑重B. The optional parts特别部分（根据实际需要而增加的部分）(1). The reference(参考编号/信函编号), In business communication, references are often made to previous correspondence. The reference may incl

33、ude a file number, departmental code or the initials of the signer of the letter to be followed by the typists initials in this fashion: Our Ref.: 10201 JS/EW If the letterhead includes a place for references, they will be typed in the space provided, otherwise they are typed immediately below the l

34、etterhead with Your ref. to precede Our ref, . If desired, the reference initials can also be placed at the lower left margin two lines below the typed name of the signer.为信件归档，查找之用通常由我方编号，对方编号组成(2) Attention line(经办人)Attention line is used to direct the letter to a specific individual or section of

35、 the firm. It generally follows the inside address. The Space Engineering Co. Ltd. Brazenose Street MANCHESTER M60 8AS Attention: Sales Manager要求该公司某特定人收阅和经办放在封内地址的下面(3)The subject line (事由) The subject heading is often inserted between the salutation and the body of a business letter to call attent

36、ion to the topic of the letter. Re: Price Reductions Subject: Price Reductions写在称呼下面、信笺中间的位置。可以划线，也可以不划。有时可全部用大写字体关于，有关(4) Copy notation. (carbon copy) （抄送） When copies of the letter are sent to others, type c. c. below the signature at the left margin, their names are listed on the letter below the

37、 signature, usually in alphabetical order by surname or in order of seniority. c.c.: Mr J. Cooper Mr W. Newman(5) Enclosure notation.（附件） Enclosures (3)或Encls. Encl.(或Enc.) 3 catalogues(6) Postscript.(再启) Try to avoid the use of postscripts. If unavoidable, write in this fashion. P.S. The invitation

38、 will be mailed to you in a day or two.1.Letterhead3. Reference2. Date4.Inside Name and Address5.Attention Line6.The Salutation7.Subject Line8.The body of the Letter9.The complimentary Close10.The Signature11.Enclosure12.Carbon Copy Notation13.The PostscriptSection 3 Layout of a business letterThere

39、 are two main patterns in use at present. a. Full block form.齐头式 (全平头式) 格式见下页： 1.letterhead2.Date3.Inside address4.Salutation5.Body6.Complimentary close7.signature OMNICORP INTERNATIONAL 17 Bunder Hill Road Shrewsbury MA01545 Tel I)3-345 678B Fax 34567 June 3,2013 Mr R Jameson 25 Silverthorn Gardens

40、 BATH Somerset BA2 9AN Britain Dear Mr Jameson We are grateful for these copies of your current catalogues. We are particularly interested in filing cabinets. Yours sincerely BD Davis Managing Director 总结：该形式特点1）全部左对齐，段落之间空一行；2）日期左对齐，不便于存档，一些公司将其右对齐；3）容易处理，速度快，不用居中和空格，但是不美观。b. Modified block form wi

41、th indented paragraphs.改良式 1.Letterhead2.Date3.Inside address4.Salutation5.XXBody6.Complimentary7.signature February 15, 1999Dr. David PetersState Insurance Corporation345 Hightower BoulevardPrince Town, US 12345Dear Dr. Peters, SUBJECT: Applying for a position I should like to apply for the positio

42、n of advertising manager which you advertised this morning. I am 27 years old and I graduated from Needs University with an honors degree in English. I should very much like to take the opportunity to work in industry and I hope you will feel able to give me an interview. Very truly yours, J. p. Har

43、vey练习1.1:指出下列地址的错误，并改正1.The Oriental Co. Euston St.24 SE5 6JD London U.K.2.The New World Textiles Corp. Nanjing Zhonghua Rd.23,China 21000824 Euston St.London SE5,6JD 23 Zhonghua Rd.Nanjing 210008China3. Mr. John O.Clark, Cascade Digital Company,President Boston 230 Atlantic Av. Massachusetts 02110 U.S.A.Mr. John O.Clark, PresidentCascade Digital Company230 Atlantic Av. Boston, MA 02110 练习1.1:True or False1. “ Gentlemen”is the American equivalent to “Dear Sirs”.2.It is advisable to state your title if your letter is an official one.3.You can only use