商务英语完整教学课件.ppt

1、商务英语完整教学课件商务英语完整教学课件 Chapter 1 The Basic Principles of Writing nLearning Objectives nTo learn how to understand the five principles. nUnderstand characteristics of business writing. nUse 3Cs rules and KISS Principles. nLearn how to say “No”. nThink critically and solve problems. Chapter 1 The Basic

2、Principles of Writing nFive Keys to Effective Writing nEffective business writing meets five basic principles: its clear, complete, and correct; it saves the readers time, and it builds goodwill. n1. Is clear. The meaning the reader gets is the meaning the writer intended. The reader doesnt have to

3、guess. 2. Is complete. All of the readers nQuestions are answered. The reader has enough information to evaluate the message and act on it. n3. Is correct. All of the information in the message is accurate. The message is free from errors in punctuation,spelling,grammar,word order,and sentence struc

4、ture. 4. Saves the readers time. nThe style, organization, and visual impact of the message help the reader to read, understand,and act on the information as quickly as possible.(Time is Money) n5. Builds goodwill. The message presents a positive image of the writer and his or her organization. It t

5、reats the reader as a person,not a number. It cements a good relationship between the writer and the reader. How to Create Messages that Meet the Principles nTo create good messages, use this seven-step process: nBefore you write, n1. Analyze your audience, your purposes,and the situation. n2. Use t

6、his analysis to organize your information. 3. Use this analysis to design your papers nRevise your documents to n4. Be friendly and businesslike. n5. Emphasize the positive. (The glass is half full, not half empty.) 多说半杯满多说半杯满,避说半避说半 杯空杯空 n6. Use standard English; double-check names and numbers. Aft

7、er your message is delivered, n7. Use the response you get to measure your success and to help you plan future messages. Characteristics of Business Writing nBusiness writing characteristically serves six basic functions (1) to provide practical information, (2) to give facts rather than impressions

8、, (3) to provide seeable to clarify and shorten information, (4) to give accurate measurements, (5) to state responsibilities precisely, and (6) to persuade and offer recommendations. These six functions tell you what kind of writing you will produce after you successfully answer the who? why? what?

9、 and how? Just discussed. 3Cs Rules: n1.Clear 2.Concise 3.Courteous nExamples: nA. In addition, we are also sending you our latest pricelist. nB. In addition, we are sending you our latest pricelist. nA. In my past experience nB. In my experience Examples:Compare the following sentences. nA. Please

10、send me a price-list for your T- shirt. nB. Kindly send me a price-list for your T- shirt. nC. I would appreciate it if you could send me a price-list for your T-shirt. nD. You are requested to send me a price- list for your T-shirt. nE. Would you please send me a price-list for your T-shirt? Commen

11、ts: nA. standard but unfriendly nB. old /out of date nC. too long and meaningless nD. tone of giving orders, unpleasant nE. Best expression here nHow to say “NO”: nCompare the following sentences: A1. I cannot attend the party. nB1. I would attend the party,but then I would miss my sons graduation.

12、nA2. I wish I could accept your invitation. nB2. I cant accept your invitation. Comments: B1 ,A2 are better. Use these words : nCould, would, might, wish and if to soften your tone when saying “No”. nChoose a better choice: nA. We will begin shipping on September 2. nB. We cannot begin shipping on S

13、eptember 2. n(For details, Read the textbook.) “KISS” Principle nKeep It Short and Simple. nRevise the followings: n(1) I should be very grateful n(2) commence n(3) terminate n(4) purchase Do Practice 1 in class nKey (1) Please n(2) Start/begin n(3) End n(4) Buy nHOMEWORK: EXERCISES FOR CHAPTER 1 n1

14、-2, 1-3 Chapter 2 Diction use abstractions only when necessary. nExample, instead of referring to “a sizable loss”, talk about “a loss of $ 32 million”. nWord Choice nUse short, familiar words . Occasionally need a long or an unfamiliar word because it is the only Word that exactly conveys your mean

15、ing. nWhenever you can choose between two words that mean the same thing, use the shorter, more common one. nExamples: nCommence-begin nReside -live nSubsequently-later nUtilize-use nRemittance-check, payment Compare the following sentences: nA. This letter is a confirmation of the details of our me

16、eting last Tuesday. nB.This letter confirms the details of last Tuesdays meeting. nA. Preparation of an agenda should be done before a meeting. nB. Prepare an agenda before the meeting. A.It appears the figures are inaccurate. nB. The figures are inaccurate. nAvoid using these weak expressions: nIt

17、was suggested, it seems,it appears, we should consider, we seem to be in favor, it may be that nAlso avoid using cliches(套话) nAt your earliest convenience, nAt an early date,(if you have a date, give it.) Thanking you in advance. Better: Thank you for nAttached/Enclosed please find/You will find/Ple

18、ase find enclosed two copies of our invoice No.456. nBetter: Attached/Enclosed /Here is/are two copies of our invoice No.456. Reducing sexual bias in business writing nNonsexist language treats both sexes neutrally. Using nonsexist language is a good idea for at least three reasons.First, the langua

19、ge we use reflects and reveals our understanding of the world around us. An organization that treats people fairly should use language that treats people fairly. A second reason for using nonsexist language Is to remove a potential barrier to nThe images people create of themselves. The third reason

20、 to use nonsexist language ,and perhaps the most important, is that its fairer and friendlier. nWhen you know your readers name but not the gender. You may use the readers full name in the salutation: nDear Chris Crowell, Dear J.C. Meath, nWhen you know neither the readers name nor gender. You have

21、several options: 1. Use the readers position or job title:Loan Officer n2. Use a general group to which your reader belongs: Dear Investor: Dear Admissions Committee: nDo not use Dear Sir or Madam:, Dear Gentlepersons:, or To whom it may concern. These terms may be nonsexist, but they are stuffy, an

22、d sound silly. Pronouns nFour ways to eliminate sexist generic pronouns: use plurals,use second-person you, revise the sentence to omit the pronoun,and use pronoun pairs. nExample: nEach supervisor must certify that the time sheet for his department is correct. Nonsexist: n1. Supervisors must certif

23、y that the time sheets for their departments are correct. n2. You must certify that the time sheet for your department is correct. n3. The supervisor must certify that the time sheet for his or her department is correct. n4. The supervisor must certify that the time sheet for the department is corre

24、ct. Effective Sentences nThree Types of Sentences: simple, compound, and complex. nThe structure of the sentence should match the relationship of the ideas. For example, if you have two ideas of equal importance, they should be expressed as two simple sentences or as one compound sentence, but if on

25、e of the ideas is less important than the other, it should be placed in a dependent clause to form a complex sentence. Effective writing balances all three sentence types nIf you use too many simple sentences, your writing sounds childish and cannot properly express the relationship among ideas. nIf

26、 you use too many long, compound sentences, your writing will sound boring. Moreover, a long series of complex sentences is hard to understand. Example: nOur intent in forwarding the list of priority short-term capital projects in advance of the final report has been to fast track the approval proce

27、ss in anticipation of a review of each capital project to be conducted by government staff with your staff. Better: nAttached is the list of priority short-term capital projects. We are sending you this information before the final report is released to fast track the approval process. This early re

28、lease of the information should help your staff be prepared when the anticipated government review occurs.( a long sentence splited into 3 sentences, which is clear to be understood.) The best length of a sentence in business nIs about 15-18 words, which is easy to read. nThe best business writing s

29、hould include a variety of sentence length nWith short and long sentences. Sentence Style nKeep sentences short nRely on the active voice: nTom played the violin/ The violin was played by Tom. nThe shipment was lost/ You lost the shipment. Eliminate unnecessary words /phrases nAvoid obsolete and pom

30、pous language nModerate your enthusiasm nBreak up strung-out sentences nAvoid hedging sentences nWatch for indefinite pronoun starters nExpress parallel ideas in parallel form nCorrect dangling modifiers n( For details : Read the textbook) Keep words together that work together nEmphasize key though

31、ts nExample: In the near future, sales will be hiring two new account managers as we work on improving our customer service. nBetter: Two new account managers , who will be hired by sales in the near future, will help us improve customer service.(Two new account managers and improve customer service

32、 are now the key points.) What should you look for when you revise sentences? nTry these six techniques. n1. Use active verbs most of the time. n2. Use strong verbs. n3. Tighten your writing. n4. Vary sentence length and structure. n5. Use parallel structure. n6. Put your readers in your sentences.

33、Practice nUse The KISS Principle to rewrite the following words: n1. despatch, assist, kindly, sufficient n2. with regard to, in view of the fact that, in the event that, at a later date, we would like to ask you to, nConduct an investigation Key: n1. send, help, please, enough n2. about, as, becaus

34、e, if, later, please, investigate nDo Practice 2 nHomework: EXERCISES FOR CHAPTER 2 n2-2, 2-3, 2-4, 2-6,2-7 Chapter 3 Paragraph writing regularly; modifying the initial task if its too hard or too easy; having clear goals; knowing many different strategies; using rules as guidelines rather than as a

35、bsolutes;and waiting to edit until after the draft is complete. To overcome writers block, use nStrategies that reduce tension, simplify the writing problem,and “lower the stakes.” To overcome the tendency to procrastinate, modify your behavior by rewarding yourself for the actions that lead to writ

36、ing, whether or not you produce anything usable at a particular session. nIn a word, make a writing- timetable To improve the writing quality, you can tell nPeople which aspects of a draft youd like comments about. If a reader criticizes something, fix the problem. If you think the reader misunderst

37、ood you, try to figure out what caused the misunderstanding and revise the draft so that the reader can see what you meant. n If the the writing situation is new or difficult, nplan to revise the Draft at least three times. The first time , look for content and clarity. The second time check the org

38、anization and layout. Finally, check style and tone. nHow to divide your time in writing process: 40% for planning,gathering n20% for writing n40% for revising, editing Structuring your communications n4-Point Plan n(1) Opening or introduction (purpose/reason of writing) nExamples: Thank you for you

39、r letter of nIt was good to meet you again at last weeks conference. nWe wish to hold our annual conference at a Wuhan hotel in September. (2) Central section (details) nBody of the letter. It provides all the information the reader needs or you need, sometimes, both. With logic paragraphs. n(3) Con

40、clusion (Action or Response) nIt may point out that the reader takes action or you yourself take action Example : nPlease let me have full details of the costs involved together with some sample menus. nIf payment is not received within seven days this matter will be placed in the hands of our solic

41、itor. (4) Close nExamples: nI look forward to meeting you soon. nWould you send us the samples by EMS. nPlease let me know if you need any further information. nLooking forward to hearing from you. nHope to hear from you soon. Model letter with 4-point plan nDear Suzie n(1)Thank you for inviting me

42、to visit your studios last week. I was most impressed by your new facilities. n(2) I am delighted that you can accept our invitation to produce a video to celebrate the companys 25th anniversary. This is a very (2)-continued nSpecial landmark in our history, and it is important that this video portr

43、ays both past, present and future. n(3) You promised to let me have a draft outlining your thoughts for this special video. I look forward to receiving this before 30 October together with your approximate costing. (4) If you need any further information, please call me nOn 87541752. nBest wishes nJ

44、ack Xu nMarketing Manager nST Electronics Homework: nEXERCISES FOR CHAPTER 3 n3-1, 3-2, 3-4, 3-5 Chapter 4 Style and Tone- continued nNine Ways to Make Your Writing Easier to Read nRevise your draft in the following ways to make your writing easier to read. When you revise, remember that very little

45、 specific advice about style applies to all situations. Keep using a technique only if it improves your writing. 1. Tighten your writing. n2. Vary sentence length and sentence structure. n3. Use technical jargon sparingly; eliminate business jargon. n4.Use active verbs most of the time. n5. Use verb

46、snot nounsto carry the weight of your sentence. 6. Use parallel structure（平 行结构）pp30-31 n7.Begin most paragraphs with topic sentences. n8. Use specific, vivid language. n9.Put your readers in your sentences. Tighten Your Writing nWriting is wordy if the same idea could be expressed in fewer words. U

47、nnecessary words increase typing time; they bore your reader; and they make your meaning more difficult to follow. nGood writing is tight. Tight writing may be long because it is packed with ideas. In the above chapters, we saw that revisions to create you- You-attitude and positive emphasis nAnd to

48、 develop reader benefits were frequently longer than the originals because the revision added information not in the original. nYou may be able to look at a draft and see immediately how to tighten it. When wordiness isnt obvious, try the following strategies for tightening your writing. nA. Elimina

49、te words that are clear from the context or that tell the reader nothing. B. Use gerunds and infinitives to make nSentences shorter and smoother. nC. Combine sentences to eliminate unnecessary words. nD. Reword sentences to cut the number of words. nThe purpose of eliminating unnecessary words is to save the readers time, not simply to see how few words you can use. You are not writing a telegram nSo keep the little words which make sentences complete. nExamples : nA. Eliminate words that are clear from the context or that tell the reader nothing. Cut words that are already clear from other w