商务英语写作的原则课件.ppt

1、1BUSINESS WRITING 大家好2Chapter 1 An Overview of Business Writing商务写作概述商务写作概述大家好3Lead-in QuestionslWhat is business communication?lCan 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.大家好4nonlin

2、guisticeye contactphysical appearancefacial expressionsspace and distancegesturepostureForms of Business Communication大家好5 linguistice-mailslettersmemostelephone callsconversationfaxesnotesvoice mailsreportsproposalsminutesForms of Business CommunicationWeb大家好6Why Business Writing?l The ability to w

3、rite effectively is a valuable business asset.l1)a great deal of business is transacted in writing,which is involved in every part of business.l2)effective business writers can use their skill to help increase their companys sales and profits by promoting good relations.l3)proficiency in writing giv

4、es a personal advantage over less capable writers and contributes substantially to his/her self-confidence-a necessary quality for business success.大家好7Functions of Business WritinglTo informlTo influence/persuadelTo entertain大家好8To informlMessages to inform are used to convey the vast amount of inf

5、ormation 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.大家好9To influence/persuadel In addition to providing information,a business message mus

6、t also influence the readers attitudes and actions.大家好10To entertainl 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 possible,the emot

7、ions of the reader.No communication is wholly successful unless it retains the readers goodwill.大家好11l 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,or e-mails.l Writin

8、g is important for understanding and formal confirmation and as a source for later reference.l In order to achieve good communication,we should consider the following“six Cs principles”.lCourtesy,Correctness,Conciseness,Clarity,Concreteness,CompletenessCriteria for Effective Business Writing大家好12lCo

9、urtesy lCorrectnesslConcisenesslClaritylConcretenesslCompletenessSix Cs Principles（6C原则）大家好131.Courtesy（礼貌）l Special attention should be devoted to assuring the courtesy of business communication.It means treating people with respect and friendly human concern.l It is a positive value,not neutral(中立

10、的）or negative.The tone must convey positive goodwill,positive warmth,and positive interest in the reader.l The courteous writer should be sincere and tactful,thoughtful and appreciative,and answer letters promptly.大家好14Courtesyl Being very polite,even in asking the addressee to pay back the debts or

11、 refusing his demands,your letter still should be very mild and tactful.l 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 write a short note to the client ex

12、plaining why.大家好15Example 1lDear Sirs,we are sorry you have misunderstood us.lDears Sirs,we are sorry we didnt make ourselves clear.lWe cannot understand why you have had trouble with these articles.lWe presume that there must be some reasons for you having trouble with these articles.大家好16Courtesyl

13、The following are ways to make your writing be courteous:l1)use proper expressionslThanks,when others do favor for youlPlease,when you ask for something from otherslSorry,when you cannot satisfy others request大家好17Courtesyl2)use positive words and expressions instead of negative words and expression

14、slCompare:lThe office is closed after 4.lThe office is open until 4.lWe cannot have these figures for you before next week.lWe will have these figures for you next week.(NG)(NG)大家好18Courtesyl3)write naturally and sincerelylCompare:lPlease be good enough to advise us.lPlease tell us.lI had hoped that

15、 a favorable consideration on your request could be possible.lI am sorry we cannot approve your request.(NG)(NG)大家好19Courtesyl4)use“you approach”(reader-oriented)lCompare:lWe will accept bids until June 10.lYou may submit a bid(投标）until June 10.l(reader-oriented)lPlease accept our apologies for the

16、delay.lWe hope you have not been seriously inconvenienced by the delay.l(reader-oriented)大家好20The ways to get Courtesyl1)use proper expressionsl2)use positive words and expressions instead of negative words and expressionsl3)write naturally and sincerelyl4)use“you approach”(reader-oriented)大家好21Corr

17、ectness （正确）（正确）lCorrect 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.大家好22 How to get correctness?l1)choose the right form for different kinds of writingl2)ve

18、rify(核实）spellingl3)select correct words or phrasesl4)insert appropriate punctuationl5)the right forml6)accurate reliable figures大家好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 voice mails 语音邮件 e-mails 电邮 phone calls 电话 memos 备忘

19、录 notes 摘记，笔记 formal informal大家好24CorrectnesslCompare:lAnyone can learn to type.lAny one of us can learn to type.l“The Navy,”says Captain Michel Stern,“will have more missile carriers.”lThe Navy says Captain Michel Stern will have more missile carriers.导弹运载器 大家好25Examples:lEnclosed is the copy of re

20、ceipt.Enclosed is a copy of the receipt.l a copy of the receipt 收据副本收据副本/复印件复印件lI am looking for another sales channels.lI am looking for other sales channels.l sales channels 销售渠道销售渠道()()()()大家好26Conciseness（简洁）（简洁）l Effective writing is conciseeach word,sentence,and paragraph counts.Conciseness me

21、ans 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 your message.注重大家好27Concisenessl1)shorten word

22、y expressionslCompare:lWe have begun to export our machines to countries abroad.lWe have begun to export our machines.lFor the amount of$320 you can buy the motor.lFor$320 you can buy the motor.(NG)(NG)大家好28Concisenessl2)use words to replace phrases or clauseslCompare:lIn the event that you speak to

23、 Mr.Mood in regard to production,ask him to give consideration to the delivery schedule.l(NG)lIf you speak to Mr.Mood about production,ask him to consider the delivery schedule.交货日期大家好29Examples:lWe do not anticipate any increase in prices in the near future.lWe do not expect prices to rise soon.lOw

24、ing to the fact that your competitors price is much lower than yours,we cannot accept your offer.lBecause your competitors price is much lower than yours,we cannot accept your offer.l (Better)(Poor)(Poor)(Better)大家好30Clarity （清楚）（清楚）l Clarity tells the reader exactly what he or she wants and needs t

25、o 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.大家好31ClaritylThe following are some ways to help achieve clarit

26、y:l1)use simple,short words and simple sentence structurelCompare:after subsequentl large substantiall during in the course of l we enclose enclosed please find大家好32Clarityl2)avoid using words with different meaningslCompare:lWe shall take a firm line with the firm.l(NG)lWe shall take a strong line

27、with the firm.大家好33Clarityl3)put together words with close relationlCompare:lThey bought a bicycle in Beijing in a small shop which costs$25.00.(NG)lThey bought a bicycle for$25.00 in a small shop in Beijing.大家好34Clarityl4)use active voicelCompare:lA fax was sent by us yesterday.l (NG)lWe sent you a

28、 fax yesterday.lThe salary increase was received by all employees.l (NG)lAll employees received the salary increase.大家好35How to get clarity?l1)use simple,short words and simple sentence structurel2)avoid using words with different meaningsl3)put together words with close relationl4)use active voiceA

29、ttention:Clarity doesnt mean to shorten the sentence but to offer the essential information in short form.大家好36Examples:lThey have a decided advantage in regard to freight.lThey have a decided advantage in regard to freight charges(运费运费).货物，运费(poor)(better)明显优势 大家好37lThey informed Messrs.Smith and R

30、ichardson that they would receive an answer in a few days.lThey informed Messrs.Smith and Richardson that the latter would receive an answer in a few days.mesz法法pl.；(=Messieurs)各位各位(先先生生)(poor)(better)大家好38Concreteness(具体）具体）l Your writing should be vivid,specific and definite rather than vague,gene

31、ral and abstract,especially when you are requiring a response,solving problems,making an offer（出价）or acceptance,etc.l You must make sure your letter contains all the information your reader needs to act upon（按照，遵循),avoid incomplete information.大家好39Concretenessl1)using concrete modifierslCompare:lI

32、need the printout as soon as possible.l(NG)lI need the printout by 3 p.m.today.大家好40Concretenessl2)avoiding opinions or generalizationslCompare:lVarious aspects of this equipment make it a good choice.l(NG)lThis machine is a good choice because it is more compact and less expensive than any other on

33、e on the market.大家好41ExamplelOur apples are excellent.lOur apples are juicy,crispy and tender.l(Concrete)lSmithton Company is our big buyer.lSmithton Company did more than one million USD worth of business with us in 2005.l(Concrete)大家好42Completenessl Include all the necessary information and data i

34、n 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 returning goods,and wasted time trying to make sense out of the inc

35、omplete message.大家好43Example:lSuppose 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?大家好44Complete messagelReminding him of his promise of timely delivery.lWhat losses has this caused you?lAsk

36、ing for compensation if there is any agreement on that.lExpecting no such thing will happen again.大家好45Exercise:Compare the following pairs of sentences,choose the better one.l1.I have pleasure in informing you.l I am pleased to tell you.l2.Will you kindly send us a reply before the end of the month

37、 for which a stamped envelope is enclosed?l l Will you please send a reply in the enclosed envelope before the end of the month?l3.Please do not anticipate any increase in prices.l We do not expect prices to rise.（more conciseness）(more clarity)(more conciseness)大家好46l4.We are sorry that the merchan

38、dise(商品，货物）is not up to the standard and we shall gladly make an exchange.l l 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 make an exchange.l5.Your letter in reply to ours of May 18 c

39、ame this morning,and now we do not understand any more clearly your complaint than we did before.l Thank you for your Letter of May 20.In order that we may be of the greatest possible help to you,will you please tell us just what you wish us to do about the matters.(more conciseness and clarity)l(mo

40、re courtesy,concreteness and completeness)合格大家好47Suggestions1.Conversational style2.Resisting tendency to be formal 3.Avoid the old language of business4.You-viewpoint(you-attitude)*Avoid insincerity 大家好48 Different Attitudes We/I attitude You attitudelA large sale of our products will make our comp

41、any more profitable.lWe are in need of fund and you must paylWe can not offer you any refund（偿还额，退款）偿还额，退款）lObviously you forget telling us the colorlA good sale of the products will benefit youlTo maintain your excellent credit,please remit(汇款）汇款）lYou could obtain a refund iflPlease indicate your c

42、hoice of color大家好49Suggestions(cont.)5.Accent on positive language6.Singling out your reader7.Using the readers names8.Avoid anger大家好50Basic Patterns of Writingl1.Directness in Good-news and Routine Messages(deductive)l2.Indirectness in Bad-news messages(inductive)l3.Indirectness in Persuasion大家好结束大家好51