商务英语写作chapter1课件

主编：胡英坤车丽娟外语教学与研究出版社Chapter1AnOverviewofBusinessWriting商务写作概述AnOverviewofBusinessWritingChapter1Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.Chapter1ContentsofthischapterI.FunctionsofBusinessWritingII.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingIII.MoreCriteriaandTechniquesforEffectiveBusinessWritingIV.ApproachestoOrganizingBusinessWriting

V.AvoidSentenceFaults(additional)AnOverviewofBusinessWritingChapter1I.FunctionsofBusinessWritingBusinesswritinghastwofunctions:1.ToinformAnOverviewofBusinessWriting2.TopersuadeChapter11.ToinformAnOverviewofBusinessWritingMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.Thepurposeistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontents.Chapter1AnOverviewofBusinessWritingInadditiontoprovidinginformation,somebusinessmessagesalsoinfluencethereader’sattitudesandactions.2.TopersuadeChapter1II.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Courtesy2.Correctness3.Conciseness4.Clarity5.Concreteness6.CompletenessChapter1AnOverviewofBusinessWritingBeingcourtesywemeantreatingpeoplewithrespectandfriendlyhumanconcern.Courtesyusuallyinvolvesthreeaspects:

Usingyou-viewpoint

Takingapositivetone

Beingconversational1.CourtesyChapter1AnOverviewofBusinessWritingYou-viewpointwritingemphasizesthereader’sinterestandconcerns.Itemphasizes“you”and“your”andde-emphasizes“we”and“our”.Usingyou-viewpoint1.CourtesyChapter1AnOverviewofBusinessWriting—Alargesaleofourproductswillmakeour

companymoreprofitable.—Agoodsaleoftheproductswillbenefityou.—Weareinneedoffundandyoumustpay…—Tomaintainyourexcellentcredit,pleaseremit…—Wecannotofferyouanyrefund…—Youcouldobtainarefundif…—Obviouslyyouforgettellingusthecolor…—Pleaseindicateyourchoiceofcolor…Examplesofusingyou-viewpoint1.CourtesyExerciseIIonpage161.WewillbepleasedtodeliveryourorderbyMay16.3.IampleasetoinformyouthatIcangrantyourrequestforpaymentoftravelexpenses.6.wehavereceivedyourletterofMay16.12YourorderwillbedeliveredbyMay16.3.Youwillbegladtoknowthatyourrequestforpaymentoftravelexpensesisgranted.6.YourletterofMay16hasbeenreceived.Chapter1AnOverviewofBusinessWritingExamplesofusingyou-viewpointWe-viewpoint1.Iamhappytoreport…2.Wearepleasetohaveyournewaccount.3.WemakeWilletrazorinthreeweights—light,medium,andheavy.Youviewpoint1.Youwillhappytoknow…2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweights—light,medium,andheavy.1.CourtesyChapter1AnOverviewofBusinessWritingPositivewordsemphasizethepleasantaspectsthegoalandtendtoputthereaderintherightframeofmind.Negativewordstendtoproducetheoppositeeffect.TakingapositivetoneThinkofexamplesofnegativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.1.CourtesyChapter1AnOverviewofBusinessWriting—Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)—Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)—Wewon’tbeabletosendyouthebrochurethismonth.(×)—Wewillsendyouthebrochurenextmonth.(√)—Yourletterisnotclearatall.Ican’tunderstandit.(×)—IfIunderstandyourlettercorrectly…(√)Examplesoftakingapositivetone1.CourtesyChapter1AnOverviewofBusinessWritinga.StateideasusingpositivelanguageTakingapositivetone—

Don’tforgettosubmit

yourreport…—

Wecan’tshipyour

goodsuntil…—

Youneglecttoindicate

thespecification…—

Remembertosubmit…—

Youwillreceiveyour

goods…—

Pleasesendthecomplete

specification…1.CourtesyChapter1AnOverviewofBusinessWritingb.AvoidusingsecondpersonwhenstatingnegativeideasTakingapositivetone—Youmadenumerousmistakesonthispage.(×)—Thispagecontainnumerousmistakes.(√)—Youkeyedaperfectcopy.(√)1.CourtesyChapter1AnOverviewofBusinessWritingc.UsepassivevoicetoconveynegativeideasTakingapositivetone—

Suburodidnotproofreadthisproposalcarefully.—

Suburocompletedthejobtwomonthsbehindtheschedule.—

Suburocompletedthejobtwomonthsaheadoftheschedule.—

Theproposalwasnotproofreadcarefully.—

Thejobwascompletedtwomonthsbehindtheschedule.—

Thejobwascompletedtwomonthsaheadoftheschedule.1.CourtesyChapter1AnOverviewofBusinessWritingd.UsethesubjunctivemoodTakingapositivetoneNegative—

Icannotaccepttherecommendation.—

Iamnotabletoacceptyourinvitation.subjunctivemood—

IwishIcouldaccepttherecommendation.—

IcouldacceptyourinvitationifIweretocancelmymeetingon…1.CourtesyChapter1AnOverviewofBusinessWritinge.IncludeapleasantstatementinthesamesentenceTakingapositivetone—

Yourpersonalratingsforcommunicationabilityweresatisfactory.—

Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetence

wasexcellent.1.CourtesyExerciseIonpage151.Unfortunately,yourordercannotbesentuntilnextweek.2.Toavoidthelossofyourcreditrating,pleaseremitpaymentwithin10days.3.YourmisunderstandingofourJanuary8lettercausedyoutomakethismistake.4.YoucannotvisittheplantexceptonSaturday.21Yourordercanonlybesentnextweek.Youcanmaintainyourcreditrating,pleaseremitpaymentwithin10days.IfyouhadunderstoodourJanuary8letter,youwouldhavedoneitcorrectly.YoucanvisittheplantonlyonSaturday.Chapter1AnOverviewofBusinessWritingInagoodletteraconversationisheld.Thereadershouldbemadetoforgetthathe/sheisreadingaletter.BeingconversationalItleavesafavorableimpressiononpeople.Itisalsothelanguageweusemostandunderstandbest.1.CourtesyChapter1AnOverviewofBusinessWritingCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting.Correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.2.CorrectnessChapter1AnOverviewofBusinessWriting—Enclosedisthecopyofreceipt.(×)—Enclosedisacopyofthereceipt.(√)—Iamlookingforanothersaleschannels.(×)—Iamlookingforothersaleschannels.(√)Examples2.CorrectnessChapter1AnOverviewofBusinessWriting1.withpronounsOurcompetitorsweremostsuccessfulthanours(us).2.withadjectivesThetwofirst(firsttwo)itemsarenotavailable.3.witharticleWeareinterestedinsame(thesame).Examples2.CorrectnessChapter1AnOverviewofBusinessWriting4.withverbsNeitheroftheoffersare(is)acceptable.Ablockofflatsare(is)beingbuilt.5.withadverbsWehadaquite(quitea)successfulmeeting.6.withconjunctionsHenotonlybuilt(builtnotonly)houses,butalsoflats.Examples2.CorrectnessChapter1AnOverviewofBusinessWriting7.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”betweenwhileandstudying)ExamplesSpecialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.2.CorrectnessChapter1AnOverviewofBusinessWritingConcisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Concisenesswillgiveemphasistoyourmessage.3.ConcisenessChapter1AnOverviewofBusinessWriting1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword,suchasexactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater.Howtocommunicateconcisely?3.ConcisenessChapter1AnOverviewofBusinessWriting2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichésthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.UsecompoundadjectivesHowtocommunicateconcisely?3.ConcisenessChapter1AnOverviewofBusinessWriting—

Wedonotanticipateanyincreaseinpricesinthenearfuture.(×)—

Wedonotexpectpricestorisesoon.(√)—

Owingtothefactthatyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(×)—

Becauseyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(√)Examples3.ConcisenessChapter1AnOverviewofBusinessWritingShortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad.Exercises3.ConcisenessKey:Wehavebeguntoexportourmachines.

Chapter1AnOverviewofBusinessWritingUsewordstoreplacephrasesorclauses.1.IntheeventthatyouspeaktoMr.Woodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.2.Werequirefurniturewhichisofthenewtype.3.ConcisenessKey:1.IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.2.Werequirenew-typefurniture.ExercisesChapter1AnOverviewofBusinessWritingClaritytellsthereaderexactlywhattheauthorwantsandneedstoknow,usingwordsandaformatthatmakethewritingstotallyunderstoodwithonlyonereading.Familiarwordsandsimplesentencesratherthandifficultwordsandcomplexsentencesarepreferredforthispurpose.4.ClarityChapter1AnOverviewofBusinessWriting—Theyhaveadecidedadvantageinregardtofreight.(×)—Theyhaveadecidedadvantageinregardtofreightcharges.(√)—TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(×)—TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(√)Examples4.ClarityChapter1AnOverviewofBusinessWritingBusinesswritingshouldbevivid,specificandconcreteratherthanvague,generalandabstract,especiallywhenthewriterarerequiringaresponse,tryingtosolveaproblem,makinganofferoracceptance,etc.5.ConcretenessChapter1AnOverviewofBusinessWriting—

Ourapplesareexcellent.(×)—

Ourapplesarejuicy,crispyandtender.(√)—

SmithtonCompanyisourbigbuyer.(×)—

SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2015.(√)Examples5.ConcretenessChapter1AnOverviewofBusinessWriting—

Thesebrakescanstopacarwithinashortdistance.(×)—

TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.(√)—

AdecisionhasbeenmadetosetupanofficeinOsaka.(×)—

TheboardofdirectorsdecodedtosetupanofficeinOsaka.(√)Examples5.ConcretenessChapter1AnOverviewofBusinessWritingAllthenecessaryinformationanddatashouldbeincludedinthemessagebecausetheycanhelpthesendergetthereceiver’sresponsesandachievedesiredobjective.Anincompletemessagemayresultinlossofgoodwill,sales,andvaluedcustomers,andrequiresmoretimeintryingtomakesenseoutofit.6.CompletenessChapter1AnOverviewofBusinessWritingSupposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?6.CompletenessExercisesChapter1AnOverviewofBusinessWritingRemindhimofhispromiseoftimelydelivery.Key:Informhimwhatlossesthishascausedyou.Askforcompensationifthereisanyagreementonthat.Expectnosuchthingwillhappenagain.6.CompletenessChapter1III.MoreCriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Singlingoutyourreader2.Usingthereader’sname3.Buildinggoodwill4.AvoidingangerChapter1AnOverviewofBusinessWritingTosingleoutyourreaderinaletter,youshouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment.1.SinglingoutyourreaderChapter1AnOverviewofBusinessWritingItmakesthereaderfeelthathis/heridentityasanindividualisrecognized.Useitonceortwiceintheletter,butnosooften.2.Usingthereader’snameChapter1AnOverviewofBusinessWritingOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader.Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.3.BuildinggoodwillChapter1AnOverviewofBusinessWritingAngerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.Theeffectofangrywordsistomakethereaderangry.Asaresult,youcanneithergetthebusinessdone,normaintaininggoodrelationships.4.AvoidingangerChapter1IV.ApproachestoOrganizingBusinessWritingAnOverviewofBusinessWriting1.Directnessingoodnewsandroutinemessages2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusinessWritingGoodnewsorroutinemessagesfollowadirectorder—themessagebeginswiththemainidea.Topresentgoodnewsorroutinemessagesdeductively,beginwiththemajoridea,followedbysupportingdetails,andendwithgoodwill.1.DirectnessingoodnewsandroutinemessagesChapter1AnOverviewofBusinessWritingAnindirectorderconsistsoffourparts:Abuffer;Thereasonssupportingthenegativedecision;Aclear,diplomaticstatementofthenegativedecision;Ahelpful,friendlyandpositiveclose.2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusinessWritingExamplesofabuffer—Asyoumentioned,promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusinessWritingReasonssupportingthenegativedecision—Asyouknow,supplyingbestqualityproductsandservicesisourcompany’spolicy.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusinessWritingExamplesofaclear,diplomaticstatementofthenegativedecision—

Forthisreasonwecanonlyoffertheretailprice.

Compare:cannotgrantthediscountasrequested—

WefinditdifficulttoshipthegoodsbeforeChristmas.Compare:cannotship2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusinessWritingExamplesofahelpful,friendlyandpositiveclose—Thankyouagainforyourcooperationinthismatter.—Itwouldbepossibleforyoutoobtainatradediscountof2%ifpaymentismadeonacashbasis.2.Indirectnessinbadnewsmessages