英语函电Unit+One.ppt

1、Unit one Introduction to a Business Letter,Brief Introduction Part A: Structure of Modern Business (商业信函的构成) Part B: Writing Rules of Modern Business Letters (写作规则) Part C: Formats of a Business Letter (信函的格式),Brief Introduction (“3w”),What is a business letter? 1.Business 2.A letter written in a fo

2、rmal language How does it works? 1.the essential means of communication in international trade 2.conclude a deal between the seller and the buyer 3.inform the counterpart of the business situation of your party 下一页 返回,Brief Introduction (“3w”),Why should we learn it? 1.A great deal of business is tr

3、ansacted in writing. 2.Having the ability can give us confidence a necessary for business success. 上一页 返回,Part A: Structure of Modern Business,Parts of the Business Letter 12 parts 1.The Heading(信头） 2.Reference and Date(参考编号和日期） 3.The Inside Address(封内地址） 4.Attention Line(经办人提示行） 5.Salutation(称呼） 6.

4、The Subject or Caption Line(事由行） 下一页 返回,Part A: Structure of Modern Business,7.The Body of Letter(正文） 8.The Complimentary Close(结尾敬语） 9.The Signature(签名） 10.The Enclosure or Attachment(附件） 11.Carbon Copy Notation(抄送） 12.The Postscript(附言） 1、3、5、7、8、9必不可缺，其他视情况而定 上一页 下一页 返回,Part A: Structure of Moder

5、n Business,The Ways of Writing These Part No.1 The Heading 1.写信人的名称、地址 2.正式信函包括发信人或单位的电话号码、传真、电子邮件地址和邮政编码等。西方国家中有些信头甚至还有单位负责人的姓名、职务和职称等 3.通常情况下，公司都会专门印制带有信头的信笺纸，包括发信人的姓名、地址、电话、传真等。当我们撰写传统信件时，直接使用这种信笺纸就可以。若是空自纸，信头通常打在信笺的中央或右上方。 上一页 下一页 返回,Part A: Structure of Modern Business,No.2 Reference and Date 注

6、明编号和查号，希望对方复信时能指明原号码，以便查阅原件。标明“Your Ref/Our Ref (1)英：日、月、年 & 美：月、日、年 (2)年份完整，月份英文缩写，日期可用序数词或基数词（有用基数词的趋势） 例如: 日期的几种写法: 20th February，2009 20 Feb.，2009 Feb. 20 .2009 上一页 下一页 返回,Part A: Structure of Modern Business,No.3 Inside Address 收信人的姓名和地址 左上方 左边顶格 低于写信人地址和发信日期1-2行 其次序是:先写收信人姓名、头衔和单位名称，占1-2行，然后写地

7、址，可占2-4行，收信人的姓名一定要正确。例如: Ms. Joanna Kerry Peking University Haidian District，100871 Beijing，China 上一页 下一页 返回,Part A: Structure of Modern Business,No.4 Attention Line 专人或某个部门专门处理 封内地址下方，称呼上方标注: “For the attention of”或“Attention” 加下划线“注意线”。例如: 信件交由Smith处理的话，在称呼上方空两行的位置标明: For the attention of Mr. Smit

8、h 如信件交由市场部处理，则标明: Attention: Marketing Department 上一页 下一页 返回,Part A: Structure of Modern Business,No.5 Salutation 对收信人的一种称呼，应自成一行， 左边顶格， 低于信内地址1 -2行 每个词的开头字母要大写 常用 Dear sirs, Dear Madam, DearMr. x x 末尾处符号，英国人用逗号，但美国和加拿大英语则多用冒号。 称呼用语可视写信人与收信人的关系而定。给外国人写英文信时，称呼用语要注意以下几点: 上一页 下一页 返回,Part A: Structure o

9、f Modern Business,（1)人名为名称的公司和企业，姓名前用Mr.的复数形式Messrs. 例如:Messrs. Black and Brothers布莱克兄弟公司。 (2)对女性一般称呼Mrs.，Madam或Miss, Mrs.用在已婚女子丈夫的姓氏之前，或姓氏和名字之前，Madam一般不用在名字前 (3)对收信人的称呼，也可用头衔或职位的名称，不分性别。例如Professor(缩写为Prof.)，Doctor缩写为Dr.)，General(缩写为Gen.)。这些称呼都放在姓氏之前或姓氏和名字之前，女II Prof. ( Phil ) White等 上一页 下一页 返回,Par

10、t A: Structure of Modern Business,(4)对外公函中对收信人的称呼 可用Gentlemen(而不是Gentleman）Dear Sir (s）和My dear Sir (s)等 Gentlemen之前不能加Dear 后面也不能带姓名 用Sir时，前面常用Dear一词，但也可单独用Sir 若收信人是妇女后面也不能带姓名。则无论已婚或未婚都可单独使用Madam或其复数Mesdames. 上一页 下一页 返回,Part A: Structure of Modern Business,No.6 The Subject or Caption Line 事由,即主题 直接写

11、明信件的重点，突出信文目的，引起收信人对重点 内容的注意 要写得简明扼要 可以大写也可以小写 可以用“Subject”一词，也可以用“Re” ( With Reference to )事由位于称呼之下，与称呼相隔一行，可以用下划线或黑体字加以突出，其位置居中、居左或缩格均可。 例如: Subject:Our Sales Confirmation No. TE151 .Re:Our recent consignment of Mango juice 上一页 下一页 返回,Part A: Structure of Modern Business,No.7 The Body of Letter (1

12、)The Opening Sentence 日期，主题，简单内容，与正文分开，自成一节，简单明了 例: We thank you for your Order No. 115 received this morning for the above goods. (2)The Body 段落清楚，一段一旨 (3)The Closing Sentence 总结事项，提示要求，客套语句 例：Looking forward to your early reply. 上一页 下一页 返回,Part A: Structure of Modern Business,No.8 The Complimentar

13、y Close 谦称 占一行 与前的称呼相呼应 低于正文1 -2行， 从信纸的中间或偏右的地方开始写 第一个词的开头字母要大写，末尾用逗号 一般用:Yours(very)truly , Yours(very)faithfully , Yours(very)sincerely，等等 在欧洲一些国家，多把“Yours”放在“sincerely”等词的前血。在美国和加拿大等国家，则多把“yours”放在“Sincerely”等词之后。“Yours”一词有时也可省略 上一页 下一页 返回,Part A: Structure of Modern Business,No.9 The Signature 既

14、可本人，也可公司，必须将姓名打印（亲笔签名下） 如果是授权代表公司签名，就必须在亲笔签名的前一行写 明公司名称 例：Yours faithfully， for ABC Air-conditioning Co.，Ltd. (signature) Mr. Smith Parrington Regional Sales Manager(Singapore 上一页 下一页 返回,Part A: Structure of Modern Business, 代表他人签名时还经常用“p. p. (即 per pro，代表)代表“for信末的签名一般低于结束语1 -2行，从信纸中间偏右的地方开始写。若写信人是

15、女性，与收信人又不相识，则一般在署名前用括号注上Miss , Mrs.或Ms.，以便对方回信时知道如何称呼。 还可加上识别记号(Identification Marks )，用以说明信件由谁处理，一般是由签字者姓名缩写大写后加斜线或冒号再加打字员姓名缩写小写组成。如: Mark Conner是签字者，而Atlan Wagner是打字员，则可表示为:MC/aw(或x x C:aw) 上一页 下一页 返回,Part A: Structure of Modern Business,No.10 The Enclosure or Attachment 信件若有附件，则必须在文中注明。附件说明通常位于识别

16、记号之后，可以采用以下几种方法: Encls.(Enclosures）： 2 Invoices Enc.(Enclosure): 1 Bill of Lading 上一页 下一页 返回,Part A: Structure of Modern Business,No.11 Carbon Copy Notation (CC) 需抄送，标明CC 不需，则表明BCC（标注在不发给收信人的影印件的下方） 抄送位于左边空自齐头处，在识别记号下面，与其相隔一行 上一页 下一页 返回,Part A: Structure of Modern Business,No.12 The Postscript或P. S

17、补叙正文中遗漏的话，尽量少用，正式信函中避免使用 例：P. S.:The catalogue was sent to you on July 7th 上一页 下一页 返回,Part A: Structure of Modern Business,A Sample (1)TIANJIN CHEMICALS IMPORT&EXPORT CORPORATION 58 Nanjing Road Tianjin，China Telephone(No.): Fax Number: (2)August 10，2008 Your Reference: Our Reference 上一页 下一页 返回,Part

18、 A: Structure of Modern Business,(3)Messrs. J. Brown&Co. 143 Tower Street London，E. C. 3 U. K. (4)For the attention of : Import Dept. (5)Dear Sir, (6)Re:Chinese Chemicals (7)We thank you for your letter of August 6 and shall be glad to enter into business relations with your firm. 上一页 下一页 返回,Part A:

19、 Structure of Modern Business,As you know，it is our policy to trade with the people of all countries on the basis of equality and mutual benefits. We believe we shall be able，by joint efforts，to promote friendship as well as business. We are sending you 3 pamphlets and a pricelist covering part of o

20、ur exports. Please advisewhat articles you are interested in at present. We look forward to your early reply. (8)Yours faithfully， (9)p. p. TIANJIN CHEMICALS IMPORT&EXPORT CORPORATION (Signature) 上一页 下一页 返回,Part A: Structure of Modern Business,Charles Smith Marketing Manager CS/wy (10)Encl:as stated

21、 (11)CC:our Branch Offices (12)P. S. 上一页 返回,Part B: Writing Rules of Modern Business Letters,What is a good ,business letter? The receiver interprets the message as the sender intended to tell. It achieves the senders purposes. The Six Cs Principles: courtesy，correctness，completeness，concreteness， c

22、onciseness and clarity. 下一页 返回,Part B: Writing Rules of Modern Business Letters,1. Courtesy(礼貌、谦恭) refuse to perform a favor keep a friend to refuse a customers request for credit without killing all hope sincere，tactful，thoughtful and appreciative. For example: Thank you for your enquiry dated 11 t

23、h. We take the pleasure of receiving your enquiry of 11 th. We wish to express our sincere regret for our oversight. 上一页 下一页 返回,Part B: Writing Rules of Modern Business Letters,2. Correctness(准确) appropriate grammatically correct language factual information accurate reliable figures(such as names o

24、f articles， specifications，quality，price and units，etc.) 3. Completeness(完整) include all the necessary information and data in the message because An incomplete message may result in increased communications costs， loss of goodwill，sales，valued customers，cost of returning goods，and more time trying

25、to make sense out of the incomplete message. 上一页 下一页 返回,Part B: Writing Rules of Modern Business Letters,4. Concreteness making the message specific definite and vivid. (1)Some words like short qualities or characters of goods should be shown with exact figures and avoid words like short, long ,or g

26、ood. (2)Give specific time with date，month，year and even offer hour ,minute if necessary (3)Avoid expressions such as yesterday，next month，immediately etc. 上一页 下一页 返回,Part B: Writing Rules of Modern Business Letters,5. Conciseness(简洁) Make it a rule to use no more words than are needed to make your

27、meaning clear. (1)Shorten or omit wordy expressions. (2)Include only relevant statements. (3)Avoid unnecessary long sentences，relative pronouns，abstract subjects，verbs. and passive 上一页下一页 返回,Part B: Writing Rules of Modern Business Letters,7. Consideration(体谅，多考虑对方) create a good first impression “p

28、ut yourself in your readers shoes Try to imagine that you are receiving rather than sending the letter and emphasize the YOUR attitude rather than OUR attitude. For example:When you order our products regularly，you will surely benefit from increased profits. Avoid such expression:We would very much

29、like to have your regular order. There are some exceptions. For example: “We did not receive your payment on time.”is proper than“You didnt send your payment on time.” 上一页 返回,Part C:Formats of a Business Letter, be familiar with at least four business letter formats: indented style，block style，modified block style and semi-block style with indented paragraphs. 1.Indented Style(缩进式) each the complimentary close new paragraph starts four or five spaces from the left-hand margin the signature are centered or on the right-hand side of the sheet the heading usuall