商务英语写作 chapter 1PPT课件

1、.,1,高等学校英语拓展系列教程,主编：胡英坤车丽娟,外语教学与研究出版社,.,2,Chapter1,AnOverviewofBusinessWriting,商务写作概述,.,3,AnOverviewofBusinessWriting,Chapter,1,Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.,.,4,Chapter,1,Conten

2、tsofthischapter,I.FunctionsofBusinessWriting,II.SixCsCriteriaandTechniquesforEffectiveBusinessWriting,III.MoreCriteriaandTechniquesforEffectiveBusinessWriting,IV.ApproachestoOrganizingBusinessWriting,V.AvoidSentenceFaults(additional),AnOverviewofBusinessWriting,.,5,Chapter,1,I.FunctionsofBusinessWri

3、ting,Businesswritinghastwofunctions:,1.Toinform,AnOverviewofBusinessWriting,2.Topersuade,.,6,Chapter,1,1.Toinform,AnOverviewofBusinessWriting,Messagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.,Thepurposeistohavethereceiverunderstandabodyofi

4、nformationandconcentrateonthelogicalpresentationofthecontents.,.,7,Chapter,1,AnOverviewofBusinessWriting,Inadditiontoprovidinginformation,somebusinessmessagesalsoinfluencethereadersattitudesandactions.,2.Topersuade,.,8,Chapter,1,II.SixCsCriteriaandTechniquesforEffectiveBusinessWriting,AnOverviewofBu

5、sinessWriting,1.Courtesy,2.Correctness,3.Conciseness,4.Clarity,5.Concreteness,6.Completeness,.,9,Chapter,1,AnOverviewofBusinessWriting,Beingcourtesywemeantreatingpeoplewithrespectandfriendlyhumanconcern.,Courtesyusuallyinvolvesthreeaspects:,Usingyou-viewpoint,Takingapositivetone,Beingconversational,

6、1.Courtesy,.,10,Chapter,1,AnOverviewofBusinessWriting,You-viewpointwritingemphasizesthereadersinterestandconcerns.Itemphasizes“you”and“your”andde-emphasizes“we”and“our”.,Usingyou-viewpoint,1.Courtesy,.,11,Chapter,1,AnOverviewofBusinessWriting,Alargesaleofourproductswillmakeourcompanymoreprofitable.A

7、goodsaleoftheproductswillbenefityou.WeareinneedoffundandyoumustpayTomaintainyourexcellentcredit,pleaseremitWecannotofferyouanyrefundYoucouldobtainarefundifObviouslyyouforgettellingusthecolorPleaseindicateyourchoiceofcolor,Examplesofusingyou-viewpoint,1.Courtesy,.,12,ExerciseIIonpage16,1.Wewillbeplea

8、sedtodeliveryourorderbyMay16.3.IampleasetoinformyouthatIcangrantyourrequestforpaymentoftravelexpenses.6.wehavereceivedyourletterofMay16.,YourorderwillbedeliveredbyMay16.,3.Youwillbegladtoknowthatyourrequestforpaymentoftravelexpensesisgranted.,6.YourletterofMay16hasbeenreceived.,.,13,Chapter,1,AnOver

9、viewofBusinessWriting,Examplesofusingyou-viewpoint,We-viewpoint1.Iamhappytoreport2.Wearepleasetohaveyournewaccount.3.WemakeWilletrazorinthreeweightslight,medium,andheavy.,Youviewpoint1.Youwillhappytoknow2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightf

10、oryourbeard,Willetmakesrazorsforyouinthreeweightslight,medium,andheavy.,1.Courtesy,.,14,Chapter,1,AnOverviewofBusinessWriting,Positivewordsemphasizethepleasantaspectsthegoalandtendtoputthereaderintherightframeofmind.Negativewordstendtoproducetheoppositeeffect.,Takingapositivetone,Thinkofexamplesofne

11、gativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.,1.Courtesy,.,15,Chapter,1,AnOverviewofBusinessWriting,Wecannotunderstandwhyyouhavehadtroublewiththesearticles.()Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.()Wewontbeabletosendyouthebrochurethismonth.(

12、)Wewillsendyouthebrochurenextmonth.()Yourletterisnotclearatall.Icantunderstandit.()IfIunderstandyourlettercorrectly(),Examplesoftakingapositivetone,1.Courtesy,.,16,Chapter,1,AnOverviewofBusinessWriting,a.Stateideasusingpositivelanguage,Takingapositivetone,DontforgettosubmityourreportWecantshipyourgo

13、odsuntilYouneglecttoindicatethespecification,RemembertosubmitYouwillreceiveyourgoodsPleasesendthecompletespecification,1.Courtesy,.,17,Chapter,1,AnOverviewofBusinessWriting,b.Avoidusingsecondpersonwhenstatingnegativeideas,Takingapositivetone,Youmadenumerousmistakesonthispage.()Thispagecontainnumerou

14、smistakes.()Youkeyedaperfectcopy.(),1.Courtesy,.,18,Chapter,1,AnOverviewofBusinessWriting,c.Usepassivevoicetoconveynegativeideas,Takingapositivetone,Suburodidnotproofreadthisproposalcarefully.Suburocompletedthejobtwomonthsbehindtheschedule.Suburocompletedthejobtwomonthsaheadoftheschedule.,Theproposa

15、lwasnotproofreadcarefully.Thejobwascompletedtwomonthsbehindtheschedule.Thejobwascompletedtwomonthsaheadoftheschedule.,1.Courtesy,.,19,Chapter,1,AnOverviewofBusinessWriting,d.Usethesubjunctivemood,Takingapositivetone,NegativeIcannotaccepttherecommendation.Iamnotabletoacceptyourinvitation.,subjunctive

16、moodIwishIcouldaccepttherecommendation.IcouldacceptyourinvitationifIweretocancelmymeetingon,1.Courtesy,.,20,Chapter,1,AnOverviewofBusinessWriting,e.Includeapleasantstatementinthesamesentence,Takingapositivetone,Yourpersonalratingsforcommunicationabilityweresatisfactory.Yourpersonalratingsforcommunic

17、ationabilityweresatisfactory,butyourratefortechnicalcompetencewasexcellent.,1.Courtesy,.,21,ExerciseIonpage15,1.Unfortunately,yourordercannotbesentuntilnextweek.2.Toavoidthelossofyourcreditrating,pleaseremitpaymentwithin10days.3.YourmisunderstandingofourJanuary8lettercausedyoutomakethismistake.4.You

18、cannotvisittheplantexceptonSaturday.,Yourordercanonlybesentnextweek.,Youcanmaintainyourcreditrating,pleaseremitpaymentwithin10days.,IfyouhadunderstoodourJanuary8letter,youwouldhavedoneitcorrectly.,YoucanvisittheplantonlyonSaturday.,.,22,Chapter,1,AnOverviewofBusinessWriting,Inagoodletteraconversatio

19、nisheld.Thereadershouldbemadetoforgetthathe/sheisreadingaletter.,Beingconversational,Itleavesafavorableimpressiononpeople.Itisalsothelanguageweusemostandunderstandbest.,1.Courtesy,.,23,Chapter,1,AnOverviewofBusinessWriting,Correctgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting.,

20、Correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.,2.Correctness,.,24,Chapter,1,AnOverviewofBusinessWriting,Enclosedisthecopyofreceipt.()Enclosedisacopyofthereceipt.()Iamlookingforanothersaleschannels.()Iamlookingforothersaleschannels.(),Examples,2.Correctness,.,25

21、,Chapter,1,AnOverviewofBusinessWriting,1.withpronounsOurcompetitorsweremostsuccessfulthanours(us).2.withadjectivesThetwofirst(firsttwo)itemsarenotavailable.3.witharticleWeareinterestedinsame(thesame).,Examples,2.Correctness,.,26,Chapter,1,AnOverviewofBusinessWriting,4.withverbsNeitheroftheoffersare(

22、is)acceptable.Ablockofflatsare(is)beingbuilt.5.withadverbsWehadaquite(quitea)successfulmeeting.6.withconjunctionsHenotonlybuilt(builtnotonly)houses,butalsoflats.,Examples,2.Correctness,.,27,Chapter,1,AnOverviewofBusinessWriting,7.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”be

23、tweenwhileandstudying),Examples,Specialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.,2.Correctness,.,28,Chapter,1,AnOverviewofBusinessWriting,Concisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.,Concisenesswillgiveemphasisto

24、yourmessage.,3.Conciseness,.,29,Chapter,1,AnOverviewofBusinessWriting,1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword,suchasexactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater.,Howtocommunicateconcisely?,3.Co

25、nciseness,.,30,Chapter,1,AnOverviewofBusinessWriting,2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichsthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.Usecompoundadjectives,Howtocommun

26、icateconcisely?,3.Conciseness,.,31,Chapter,1,AnOverviewofBusinessWriting,Wedonotanticipateanyincreaseinpricesinthenearfuture.()Wedonotexpectpricestorisesoon.()Owingtothefactthatyourcompetitorspriceismuchlowerthanyours,wecannotacceptyouroffer.()Becauseyourcompetitorspriceismuchlowerthanyours,wecannot

27、acceptyouroffer.(),Examples,3.Conciseness,.,32,Chapter,1,AnOverviewofBusinessWriting,Shortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad.,Exercises,3.Conciseness,Key:Wehavebeguntoexportourmachines.,.,33,Chapter,1,AnOverviewofBusinessWriting,Usewordstoreplacephrasesorclauses.1.Int

28、heeventthatyouspeaktoMr.Woodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.2.Werequirefurniturewhichisofthenewtype.,3.Conciseness,Key:1.IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.,2.Werequirenew-typefurniture.,Exercises,.,34,Chapter,1,AnOverviewofBusi

29、nessWriting,Claritytellsthereaderexactlywhattheauthorwantsandneedstoknow,usingwordsandaformatthatmakethewritingstotallyunderstoodwithonlyonereading.,Familiarwordsandsimplesentencesratherthandifficultwordsandcomplexsentencesarepreferredforthispurpose.,4.Clarity,.,35,Chapter,1,AnOverviewofBusinessWrit

30、ing,Theyhaveadecidedadvantageinregardtofreight.()Theyhaveadecidedadvantageinregardtofreightcharges.()TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.()TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(),Examples,4.Clarity,.,36,Chapter,1,AnO

31、verviewofBusinessWriting,Businesswritingshouldbevivid,specificandconcreteratherthanvague,generalandabstract,especiallywhenthewriterarerequiringaresponse,tryingtosolveaproblem,makinganofferoracceptance,etc.,5.Concreteness,.,37,Chapter,1,AnOverviewofBusinessWriting,Ourapplesareexcellent.()Ourapplesare

32、juicy,crispyandtender.()SmithtonCompanyisourbigbuyer.()SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2015.(),Examples,5.Concreteness,.,38,Chapter,1,AnOverviewofBusinessWriting,Thesebrakescanstopacarwithinashortdistance.()TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.()Adecision

33、hasbeenmadetosetupanofficeinOsaka.()TheboardofdirectorsdecodedtosetupanofficeinOsaka.(),Examples,5.Concreteness,.,39,Chapter,1,AnOverviewofBusinessWriting,Allthenecessaryinformationanddatashouldbeincludedinthemessagebecausetheycanhelpthesendergetthereceiversresponsesandachievedesiredobjective.,Aninc

34、ompletemessagemayresultinlossofgoodwill,sales,andvaluedcustomers,andrequiresmoretimeintryingtomakesenseoutofit.,6.Completeness,.,40,Chapter,1,AnOverviewofBusinessWriting,Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourl

35、etter?,6.Completeness,Exercises,.,41,Chapter,1,AnOverviewofBusinessWriting,Remindhimofhispromiseoftimelydelivery.,Key:,Informhimwhatlossesthishascausedyou.,Askforcompensationifthereisanyagreementonthat.,Expectnosuchthingwillhappenagain.,6.Completeness,.,42,Chapter,1,III.MoreCriteriaandTechniquesforE

36、ffectiveBusinessWriting,AnOverviewofBusinessWriting,1.Singlingoutyourreader,2.Usingthereadersname,3.Buildinggoodwill,4.Avoidinganger,.,43,Chapter,1,AnOverviewofBusinessWriting,Tosingleoutyourreaderinaletter,youshouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitcleartha

37、tthereaderisgettingindividualtreatment.,1.Singlingoutyourreader,.,44,Chapter,1,AnOverviewofBusinessWriting,Itmakesthereaderfeelthathis/heridentityasanindividualisrecognized.,Useitonceortwiceintheletter,butnosooften.,2.Usingthereadersname,.,45,Chapter,1,AnOverviewofBusinessWriting,Onesurewaytobuildgo

38、odwillistodoalittlemorethanyouhavetodoforyourreader.,Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.,3.Buildinggoodwill,.,46,Chapter,1,AnOverviewofBusinessWriting,Angerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.,Theeffectofangr

39、ywordsistomakethereaderangry.Asaresult,youcanneithergetthebusinessdone,normaintaininggoodrelationships.,4.Avoidinganger,.,47,Chapter,1,IV.ApproachestoOrganizingBusinessWriting,AnOverviewofBusinessWriting,1.Directnessingoodnewsandroutinemessages,2.Indirectnessinbadnewsmessages,.,48,Chapter,1,AnOvervi

40、ewofBusinessWriting,Goodnewsorroutinemessagesfollowadirectorderthemessagebeginswiththemainidea.Topresentgoodnewsorroutinemessagesdeductively,beginwiththemajoridea,followedbysupportingdetails,andendwithgoodwill.,1.Directnessingoodnewsandroutinemessages,.,49,Chapter,1,AnOverviewofBusinessWriting,Anind

41、irectorderconsistsoffourparts:,Abuffer;,Thereasonssupportingthenegativedecision;,Aclear,diplomaticstatementofthenegativedecision;,Ahelpful,friendlyandpositiveclose.,2.Indirectnessinbadnewsmessages,.,50,Chapter,1,AnOverviewofBusinessWriting,Examplesofabuffer,Asyoumentioned,promptdeliveryissoimportant

42、thatwehavebeenmakingeveryefforttoaccomplishit.Weappreciateyourwritingtousaboutthequalityofourproducts.,2.Indirectnessinbadnewsmessages,.,51,Chapter,1,AnOverviewofBusinessWriting,Reasonssupportingthenegativedecision,Asyouknow,supplyingbestqualityproductsandservicesisourcompanyspolicy.Weappreciateyour

43、writingtousaboutthequalityofourproducts.,2.Indirectnessinbadnewsmessages,.,52,Chapter,1,AnOverviewofBusinessWriting,Examplesofaclear,diplomaticstatementofthenegativedecision,Forthisreasonwecanonlyoffertheretailprice.Compare:cannotgrantthediscountasrequestedWefinditdifficulttoshipthegoodsbeforeChristmas.Compare:cannotship,2.Indirectnessinbadnewsmessages,.,53,Chapter,1,AnOverviewofBusinessWriting,Examplesofahelpful,friendlyand