商务英语写作的原则

1、1,BUSINESS WRITING,2,Chapter 1 An Overview of Business Writing,商务写作概述,3,Lead-in Questions,What is business communication? Can you name some ways to communicate people in a business setting?,Business communication is a process of exchanging information and ideas in a business setting.,4,nonlinguistic

2、,eye contact,physical appearance,facial expressions,space and distance,gesture,posture,Forms of Business Communication,5,linguistic,e-mails,letters,memos,telephone calls,conversation,faxes,notes,voice mails,reports,proposals,minutes,Forms of Business Communication,Web,6,Why Business Writing?,The abi

3、lity to write effectively is a valuable business asset. 1) a great deal of business is transacted in writing, which is involved in every part of business. 2) effective business writers can use their skill to help increase their companys sales and profits by promoting good relations. 3) proficiency i

4、n writing gives a personal advantage over less capable writers and contributes substantially to his/her self-confidence- a necessary quality for business success.,7,Functions of Business Writing,To inform To influence/persuade To entertain,8,To inform,Messages to inform are used to convey the vast a

5、mount of information needed to complete the day-to-day operations . The major purpose of most of these messages is to have the receiver understand a body of information and concentrate on the logical presentation of the content.,9,To influence/persuade,In addition to providing information, a busines

6、s message must also influence the readers attitudes and actions.,10,To entertain,To secure the desired response, it is necessary to have an adequate knowledge of the English language and an understanding of human nature. The writer should have an acquaintance with the particular interest and, if pos

7、sible, the emotions of the reader. No communication is wholly successful unless it retains the readers goodwill.,11,Business people cant afford paying a personal visit each time they want to transact business in various parts of the world, instead, they make phone calls, write letters, send faxes, o

8、r e-mails. Writing is important for understanding and formal confirmation and as a source for later reference. In order to achieve good communication, we should consider the following “six Cs principles”. Courtesy, Correctness, Conciseness, Clarity, Concreteness, Completeness,Criteria for Effective

9、Business Writing,12,Courtesy Correctness Conciseness,Clarity Concreteness Completeness,Six Cs Principles （6C原则）,13,1. Courtesy （礼貌）,Special attention should be devoted to assuring the courtesy of business communication. It means treating people with respect and friendly human concern. It is a positi

10、ve value, not neutral (中立的） or negative. The tone must convey positive goodwill, positive warmth, and positive interest in the reader. The courteous writer should be sincere and tactful, thoughtful and appreciative, and answer letters promptly.,14,Courtesy,Being very polite, even in asking the addre

11、ssee 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 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 wri

12、te a short note to the client explaining why.,15,Example 1,Dear Sirs, we are sorry you have misunderstood us. Dears Sirs, we are sorry we didnt make ourselves clear. We cannot understand why you have had trouble with these articles. We presume that there must be some reasons for you having trouble w

13、ith these articles.,16,Courtesy,The following are ways to make your writing be courteous: 1) use proper expressions Thanks, when others do favor for you Please, when you ask for something from others Sorry, when you cannot satisfy others request,17,Courtesy,2) use positive words and expressions inst

14、ead of negative words and expressions Compare: The office is closed after 4. The office is open until 4. We cannot have these figures for you before next week. We will have these figures for you next week.,(NG),(NG),18,Courtesy,3) write naturally and sincerely Compare: Please be good enough to advis

15、e us. Please tell us. I had hoped that a favorable consideration on your request could be possible. I am sorry we cannot approve your request.,(NG),(NG),19,Courtesy,4) use “you approach” (reader-oriented) Compare: We will accept bids until June 10. You may submit a bid(投标）until June 10. (reader-orie

16、nted) Please accept our apologies for the delay. We hope you have not been seriously inconvenienced by the delay. (reader-oriented),20,The ways to get Courtesy,1) use proper expressions 2) use positive words and expressions instead of negative words and expressions 3) write naturally and sincerely 4

17、) use “you approach” (reader-oriented),21,Correctness （正确）,Correct grammar, punctuation and spelling are basic requirements for business writing, In addition, correctness means choosing the correct level of language, and using accurate information and data.,22,How to get correctness?,1) choose the r

18、ight form for different kinds of writing 2) verify(核实）spelling 3) select correct words or phrases 4) insert appropriate punctuation 5) the right form 6) accurate reliable figures,23,Choose relative formality for different types of writing., proposals 意向书 reports 报告 minutes 会议记录 letters 书信 faxes 传真 v

19、oice mails 语音邮件 e-mails 电邮 phone calls 电话 memos 备忘录 notes 摘记，笔记,formal,informal,24,Correctness,Compare: Anyone can learn to type. Any one of us can learn to type. “The Navy,” says Captain Michel Stern, “will have more missile carriers.” The Navy says Captain Michel Stern will have more missile carri

20、ers.,导弹运载器,25,Examples:,Enclosed is the copy of receipt. Enclosed is a copy of the receipt. a copy of the receipt 收据副本/复印件 I am looking for another sales channels. I am looking for other sales channels. sales channels 销售渠道,(),(),(),(),26,Conciseness （简洁）,Effective writing is conciseeach word, senten

21、ce, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. Because a wordy message requires more time to write and read, business people put a high premium on conciseness in business messages. Conciseness will give emphasis to you

22、r message.,注重,27,Conciseness,1) shorten wordy expressions Compare: We have begun to export our machines to countries abroad. We have begun to export our machines. For the amount of $320 you can buy the motor. For $320 you can buy the motor.,(NG),(NG),28,Conciseness,2) use words to replace phrases or

23、 clauses Compare: In the event that you speak to Mr. Mood in regard to production, ask him to give consideration to the delivery schedule. (NG) If you speak to Mr. Mood about production, ask him to consider the delivery schedule.,交货日期,29,Examples:,We do not anticipate any increase in prices in the n

24、ear future. We do not expect prices to rise soon. Owing to the fact that your competitors price is much lower than yours, we cannot accept your offer. Because your competitors price is much lower than yours, we cannot accept your offer. (Better),(Poor),(Poor),(Better),30,Clarity （清楚）,Clarity tells t

25、he reader exactly what he or she wants and needs to know, using words and a format that make your writings totally understood with just one reading. Short, familiar words and simple, short sentences rather than long, difficult words and complex and long sentences are better for this purpose.,31,Clar

26、ity,The following are some ways to help achieve clarity: 1) use simple, short words and simple sentence structure Compare: after subsequent large substantial during in the course of we enclose enclosed please find,32,Clarity,2) avoid using words with different meanings Compare: We shall take a firm

27、line with the firm. (NG) We shall take a strong line with the firm.,33,Clarity,3) put together words with close relation Compare: They bought a bicycle in Beijing in a small shop which costs $25.00. (NG) They bought a bicycle for $25.00 in a small shop in Beijing.,34,Clarity,4) use active voice Comp

28、are: A fax was sent by us yesterday. (NG) We sent you a fax yesterday. The salary increase was received by all employees. (NG) All employees received the salary increase.,35,How to get clarity?,1) use simple, short words and simple sentence structure 2) avoid using words with different meanings 3) p

29、ut together words with close relation 4) use active voice,Attention: Clarity doesnt mean to shorten the sentence but to offer the essential information in short form.,36,Examples:,They have a decided advantage in regard to freight. They have a decided advantage in regard to freight charges (运费).,货物，

30、运费,(poor),(better),明显优势,37,They informed Messrs. Smith and Richardson that they would receive an answer in a few days. They informed Messrs. Smith and Richardson that the latter would receive an answer in a few days.,mesz法pl.；(=Messieurs)各位(先生),(poor),(better),38,Concreteness (具体）,Your writing shoul

31、d be vivid, specific and definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer（出价） or acceptance, etc. You must make sure your letter contains all the information your reader needs to act upon（按照，遵循), avoid incomplete inform

32、ation.,39,Concreteness,1) using concrete modifiers Compare: I need the printout as soon as possible. (NG) I need the printout by 3 p.m. today.,40,Concreteness,2) avoiding opinions or generalizations Compare: Various aspects of this equipment make it a good choice. (NG) This machine is a good choice

33、because it is more compact and less expensive than any other one on the market.,41,Example,Our apples are excellent. Our apples are juicy, crispy and tender. (Concrete) Smithton Company is our big buyer. Smithton Company did more than one million USD worth of business with us in 2005. (Concrete),42,

34、Completeness,Include all the necessary information and data in the message because information and data can help senders get receivers responses and achieve desired objectives. An incomplete message may result in increased communication costs, loss of goodwill, sales, and valued customers, cost of r

35、eturning goods, and wasted time trying to make sense out of the incomplete message.,43,Example:,Suppose you are writing a letter to your supplier telling him that his goods were not delivered on time. What kind of information should you include in your letter?,44,Complete message,Reminding him of hi

36、s 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.,45,Exercise: Compare the following pairs of sentences, choose the better one.,1. I have pleasure in informing you. I am pleased to tell

37、 you. 2. Will you kindly send us a reply before the end of the month for which a stamped envelope is enclosed? Will you please send a reply in the enclosed envelope before the end of the month? 3. Please do not anticipate any increase in prices. We do not expect prices to rise.,（more conciseness）,(m

38、ore clarity),(more conciseness),46,4. We are sorry that the merchandise(商品，货物） is not up to the standard and we shall gladly make an exchange. It is not our intention to suggest that you should keep unsatisfactory merchandise, so we are willing to ask you to return it to us at once, and we will be glad to mak