商务英语全册配套教学课件.ppt

1、 Chapter 1 The Basic Principles of Writing Learning Objectives To learn how to understand the five principles. Understand characteristics of business writing. Use 3Cs rules and KISS Principles. Learn how to say “No”. Think critically and solve problems. Chapter 1 The Basic Principles of Writing Five

2、 Keys to Effective Writing Effective business writing meets five basic principles: its clear, complete, and correct; it saves the readers time, and it builds goodwill. 1. Is clear. The meaning the reader gets is the meaning the writer intended. The reader doesnt have to guess. 2. Is complete. All of

3、 the readers Questions are answered. The reader has enough information to evaluate the message and act on it. 3. 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 structure. 4. Saves the readers time

4、. The 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) 5. Builds goodwill. The message presents a positive image of the writer and his or her organization. It treats the reader as a person,not

5、a number. It cements a good relationship between the writer and the reader. How to Create Messages that Meet the Principles To create good messages, use this seven-step process: Before you write, 1. Analyze your audience, your purposes,and the situation. 2. Use this analysis to organize your informa

6、tion. 3. Use this analysis to design your papers Revise your documents to 4. Be friendly and businesslike. 5. 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 6. Use standard English; double-check names and numbers. After your message is delivered, 7. Use the

7、response you get to measure your success and to help you plan future messages. Characteristics of Business Writing Business writing characteristically serves six basic functions (1) to provide practical information, (2) to give facts rather than impressions, (3) to provide seeable to clarify and sho

8、rten 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? and how? Just discussed. 3Cs Rules: 1.Clea

9、r 2.Concise 3.Courteous Examples: A. In addition, we are also sending you our latest pricelist. B. In addition, we are sending you our latest pricelist. A. In my past experience B. In my experience Examples:Compare the following sentences. A. Please send me a price-list for your T- shirt. B. Kindly

10、send me a price-list for your T- shirt. C. I would appreciate it if you could send me a price-list for your T-shirt. D. You are requested to send me a price- list for your T-shirt. E. Would you please send me a price-list for your T-shirt? Comments: A. standard but unfriendly B. old /out of date C.

11、too long and meaningless D. tone of giving orders, unpleasant E. Best expression here How to say “NO”: Compare the following sentences: A1. I cannot attend the party. B1. I would attend the party,but then I would miss my sons graduation. A2. I wish I could accept your invitation. B2. I cant accept y

12、our invitation. Comments: B1 ,A2 are better. Use these words : Could, would, might, wish and if to soften your tone when saying “No”. Choose a better choice: A. We will begin shipping on September 2. B. We cannot begin shipping on September 2. (For details, Read the textbook.) “KISS” Principle Keep

13、It Short and Simple. Revise the followings: (1) I should be very grateful (2) commence (3) terminate (4) purchase Do Practice 1 in class Key (1) Please (2) Start/begin (3) End (4) Buy HOMEWORK: EXERCISES FOR CHAPTER 1 1-2, 1-3 Chapter 2 Diction use abstractions only when necessary. Example, instead

14、of referring to “a sizable loss”, talk about “a loss of $ 32 million”. Word Choice Use short, familiar words . Occasionally need a long or an unfamiliar word because it is the only Word that exactly conveys your meaning. Whenever you can choose between two words that mean the same thing, use the sho

15、rter, more common one. Examples: Commence-begin Reside -live Subsequently-later Utilize-use Remittance-check, payment Compare the following sentences: A. This letter is a confirmation of the details of our meeting last Tuesday. B.This letter confirms the details of last Tuesdays meeting. A. Preparat

16、ion of an agenda should be done before a meeting. B. Prepare an agenda before the meeting. A.It appears the figures are inaccurate. B. The figures are inaccurate. Avoid using these weak expressions: It was suggested, it seems,it appears, we should consider, we seem to be in favor, it may be that Als

17、o avoid using cliches(套话) At your earliest convenience, At an early date,(if you have a date, give it.) Thanking you in advance. Better: Thank you for Attached/Enclosed please find/You will find/Please find enclosed two copies of our invoice No.456. Better: Attached/Enclosed /Here is/are two copies

18、of our invoice No.456. Reducing sexual bias in business writing Nonsexist language treats both sexes neutrally. Using nonsexist language is a good idea for at least three reasons.First, the language we use reflects and reveals our understanding of the world around us. An organization that treats peo

19、ple fairly should use language that treats people fairly. A second reason for using nonsexist language Is to remove a potential barrier to The images people create of themselves. The third reason to use nonsexist language ,and perhaps the most important, is that its fairer and friendlier. When you k

20、now your readers name but not the gender. You may use the readers full name in the salutation: Dear Chris Crowell, Dear J.C. Meath, When you know neither the readers name nor gender. You have several options: 1. Use the readers position or job title:Loan Officer 2. Use a general group to which your

21、reader belongs: Dear Investor: Dear Admissions Committee: Do not use Dear Sir or Madam:, Dear Gentlepersons:, or To whom it may concern. These terms may be nonsexist, but they are stuffy, and sound silly. Pronouns Four ways to eliminate sexist generic pronouns: use plurals,use second-person you, rev

22、ise the sentence to omit the pronoun,and use pronoun pairs. Example: Each supervisor must certify that the time sheet for his department is correct. Nonsexist: 1. Supervisors must certify that the time sheets for their departments are correct. 2. You must certify that the time sheet for your departm

23、ent is correct. 3. The supervisor must certify that the time sheet for his or her department is correct. 4. The supervisor must certify that the time sheet for the department is correct. Effective Sentences Three Types of Sentences: simple, compound, and complex. The structure of the sentence should

24、 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 one of the ideas is less important than the other, it should be placed in a dependent clause to form a complex sentence.

25、Effective writing balances all three sentence types If you use too many simple sentences, your writing sounds childish and cannot properly express the relationship among ideas. If you use too many long, compound sentences, your writing will sound boring. Moreover, a long series of complex sentences

26、is hard to understand. Example: Our intent in forwarding the list of priority short-term capital projects in advance of the final report has been to fast track the approval process in anticipation of a review of each capital project to be conducted by government staff with your staff. Better: Attach

27、ed 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 release of the information should help your staff be prepared when the anticipated government review occurs.( a long sentence

28、 splited into 3 sentences, which is clear to be understood.) The best length of a sentence in business Is about 15-18 words, which is easy to read. The best business writing should include a variety of sentence length With short and long sentences. Sentence Style Keep sentences short Rely on the act

29、ive voice: Tom played the violin/ The violin was played by Tom. The shipment was lost/ You lost the shipment. Eliminate unnecessary words /phrases Avoid obsolete and pompous language Moderate your enthusiasm Break up strung-out sentences Avoid hedging sentences Watch for indefinite pronoun starters

30、Express parallel ideas in parallel form Correct dangling modifiers ( For details : Read the textbook) Keep words together that work together Emphasize key thoughts Example: In the near future, sales will be hiring two new account managers as we work on improving our customer service. Better: Two new

31、 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 are now the key points.) What should you look for when you revise sentences? Try these six techniques. 1. Use active verbs most of the time.

32、 2. Use strong verbs. 3. Tighten your writing. 4. Vary sentence length and structure. 5. Use parallel structure. 6. Put your readers in your sentences. Practice Use The KISS Principle to rewrite the following words: 1. despatch, assist, kindly, sufficient 2. with regard to, in view of the fact that,

33、 in the event that, at a later date, we would like to ask you to, Conduct an investigation Key: 1. send, help, please, enough 2. about, as, because, if, later, please, investigate Do Practice 2 Homework: EXERCISES FOR CHAPTER 2 2-2, 2-3, 2-4, 2-6,2-7 Chapter 3 Paragraph writing regularly; modifying

34、the initial task if its too hard or too easy; having clear goals; knowing many different strategies; using rules as guidelines rather than as absolutes;and waiting to edit until after the draft is complete. To overcome writers block, use Strategies that reduce tension, simplify the writing problem,a

35、nd “lower the stakes.” To overcome the tendency to procrastinate, modify your behavior by rewarding yourself for the actions that lead to writing, whether or not you produce anything usable at a particular session. In a word, make a writing- timetable To improve the writing quality, you can tell Peo

36、ple which aspects of a draft youd like comments about. If a reader criticizes something, fix the problem. If you think the reader misunderstood you, try to figure out what caused the misunderstanding and revise the draft so that the reader can see what you meant. If the the writing situation is new

37、or difficult, plan to revise the Draft at least three times. The first time , look for content and clarity. The second time check the organization and layout. Finally, check style and tone. How to divide your time in writing process: 40% for planning,gathering 20% for writing 40% for revising, editi

38、ng Structuring your communications 4-Point Plan (1) Opening or introduction (purpose/reason of writing) Examples: Thank you for your letter of It was good to meet you again at last weeks conference. We wish to hold our annual conference at a Wuhan hotel in September. (2) Central section (details) Bo

39、dy of the letter. It provides all the information the reader needs or you need, sometimes, both. With logic paragraphs. (3) Conclusion (Action or Response) It may point out that the reader takes action or you yourself take action Example : Please let me have full details of the costs involved togeth

40、er with some sample menus. If payment is not received within seven days this matter will be placed in the hands of our solicitor. (4) Close Examples: I look forward to meeting you soon. Would you send us the samples by EMS. Please let me know if you need any further information. Looking forward to h

41、earing from you. Hope to hear from you soon. Model letter with 4-point plan Dear Suzie (1)Thank you for inviting me to visit your studios last week. I was most impressed by your new facilities. (2) I am delighted that you can accept our invitation to produce a video to celebrate the companys 25th an

42、niversary. This is a very (2)-continued Special landmark in our history, and it is important that this video portrays both past, present and future. (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 wit

43、h your approximate costing. (4) If you need any further information, please call me On 87541752. Best wishes Jack Xu Marketing Manager ST Electronics Homework: EXERCISES FOR CHAPTER 3 3-1, 3-2, 3-4, 3-5 Chapter 4 Style and Tone- continued Nine Ways to Make Your Writing Easier to Read Revise your dra

44、ft in the following ways to make your writing easier to read. When you revise, remember that very little specific advice about style applies to all situations. Keep using a technique only if it improves your writing. 1. Tighten your writing. 2. Vary sentence length and sentence structure. 3. Use tec

45、hnical jargon sparingly; eliminate business jargon. 4.Use active verbs most of the time. 5. Use verbsnot nounsto carry the weight of your sentence. 6. Use parallel structure（平 行结构）pp30-31 7.Begin most paragraphs with topic sentences. 8. Use specific, vivid language. 9.Put your readers in your senten

46、ces. Tighten Your Writing Writing is wordy if the same idea could be expressed in fewer words. Unnecessary words increase typing time; they bore your reader; and they make your meaning more difficult to follow. Good writing is tight. Tight writing may be long because it is packed with ideas. In the

47、above chapters, we saw that revisions to create you- You-attitude and positive emphasis And to develop reader benefits were frequently longer than the originals because the revision added information not in the original. You may be able to look at a draft and see immediately how to tighten it. When

48、wordiness isnt obvious, try the following strategies for tightening your writing. A. Eliminate words that are clear from the context or that tell the reader nothing. B. Use gerunds and infinitives to make Sentences shorter and smoother. C. Combine sentences to eliminate unnecessary words. D. Reword sentences to cut the number of words. The 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 So keep the little words which make sentences complete.