商务英语写作概述ppt课件.ppt

2022-7-261BUSINESS WRITING商务英语写作商务英语写作2022-7-262Contents1 An Overview of Business Writing2 Structure and Style of Business Letters3 Sales-related Inquiries and Replies 4 Orders and Confirmation Letters 5 Letters about Shipment 2022-7-2636 Letters About Payment and Settlement of Accounts 7 Routine Claims and Adjustment8 Persuasive Claims and Refusals 9 Sales Letters 10 Invitation and Thank-you Letters2022-7-26411 Letters of Apology and Congratulation12 Notice and Announcement 13 Memos and Minutes 14 Preparing resumes15 Letters of Application2022-7-26516 Letters of Recommendation17 Proposals18 Organizing and Preparing Reports19 Questionnaires20 Business Agreements2022-7-266BUSINESS WRITING商务英语写作商务英语写作An Overview of Business WritingUnit 12022-7-267Why to improve writing skills？nThe ability to write effectively is a valuable business asset.nThree reasons: 1) business is transacted in writing; 2) writing effectively helps increase company sales and profit; 3) proficiency in writing gives a personal advantage 2022-7-268Tasks of this chapter. Functions of Business Writing. Criteria for Effective Business Writing. Modern Changes. Basic Patterns of Writing 2022-7-269nEvery business message is designed to achieve a specific business objective. Its success depends on what it says and to what extent it induces a favorable response from the reader.2022-7-2610I. Functions of Business WritingBusiness writing has three functions: 1.To inform2.To influence3.To entertain2022-7-2611To informnMessages to inform are used to convey the vast amount of information needed to complete the day-to-day operations of the business.ne.g. explain instructions to employees, announce meetings and procedures, acknowledge orders, accept contracts for services, etc. 2022-7-2612nThe 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.2022-7-2613To influencenA business message must also influence the readers attitudes and actions. ne.g. letters promoting a product or service and seeking support for ideas and worthy causes presented to supervisors, stockholders, customers/clients, and others.2022-7-2614To entertainnTo secure the desired response, it is necessary to have an adequate knowledge of the English language and an understanding of human nature. nThe writer should have an acquaintance with the particular interest and, if possible, the emotions of the reader. 2022-7-2615nIt seems easy enough, for example, to ask payment of a bill, but it is quite difficult to secure payment without offending the reader and losing his or her future patronage.nNo communication is wholly successful unless it retains the readers goodwill.2022-7-2616Functions of Business Writing(1) To inform convey informationexplain instruction, announce meetings and procedures, acknowledge orders, accept contract(2) To influence affect the readers attitudes and actions(3) To entertain retain the readers goodwill2022-7-2617Criteria for Effective Business WritingnSuccessful business message: (1) the receiver interprets the message as the sender intended it (2) it achieves the senders purposes.2022-7-2618II. Criteria for Effective Business Writing 6/7CsnCourtesy nCorrectnessnConcisenessnConsiderationnClaritynConcretenessnCompleteness2022-7-2619CourtesyBeing very polite, even in asking the addressee 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 write a short not to the client explaining why.nGoodwill Effects: friendly, courteous things that make relations between people enjoyable.2022-7-26202022-7-2621Example 1nDear Sirs, we are sorry you have misunderstood us. ()nDears Sirs, we are sorry we didnt make ourselves clear. ()nWe cannot understand why you have had trouble with these articles. ()nWe presume that there must be some reasons for you having trouble with these articles. ()2022-7-2622nI write to send my congratulations.nCongratulations to you on your promotion!nWe wont be able to send you the brochure this month.nWe will send you the brochure next month.2022-7-2623nYour letter is not clear at all. I cant understand it.nIf I understand your letter correctly (tactful)nUsing your-viewpoint -a technique for building goodwill -emphasizes the readers interest and concerns.2022-7-26242022-7-2625 Different Attitudes We/I attitude You attitude1.A large sale of our products will make our company more profitable.2.We are in need of fund and you must pay 3.We can not offer you any refund 4.Obviously you forget telling us the color1.A good sale of the products will benefit you.2.To maintain your excellent credit, please remit3.You could obtain a refund if 4.Please indicate your choice of color2022-7-2626Examples of You-attitude nWe-view point 1. I am happy to report 2. We are please to have your new account 3. We make Willet razor in three weightslight, medium, and heavy.nYou-view point 1. You will happy to know 2. Your new charge account is now open for your convenience . 3. So that you can choose the one razor that is just right for your beard, Willet makes razors for you in three weightslight, medium, and heavy.nTaking a positive tone2022-7-26272022-7-2628nProject a Positive, Tactful ToneChapter 32022-7-2629Project a positive , tactful tone (1) n1. State ideas using positive language Speak of what can be done instead of what cannot be done, of the pleasant instead of the unpleasant Positive words make messages more diplomatic and promote positive human relation Think of examples of negative language you have heard that could be easily be stated using positive words. 2022-7-2630nDont forget to submit your report nWe cant ship your goods untilnYou neglect to indicate the specification 1. State ideas using positive language nRemember to submit nYou will receive your goods nPlease send the complete specification 2022-7-2631Negative attitude Positive attitude1.We cannot deliver your order on schedule because of the earthquake.2.Now that we are short of funds, we have to put the proposed project aside. 1.We will deliver your order when the road resumes to traffic. 2.If we solve the financial problem, we will start the project.2022-7-26322. Avoid using second person when stating negative ideas nYou made numerous mistakes on this page. nYou keyed a perfect copy. ( preferred) This page contain numerous mistakes. ( preferred) 2022-7-26333. Use passive voice to convey negative ideasnSuburo did not proofread this proposal carefullynSuburo completed the job two months behind the schedule nSuburo completed the job two months ahead of the schedule nThe proposal was not proofread carefully nThe job was completed two months behind the schedule nThe job was completed two months ahead of the schedule2022-7-26344. Use the subjunctive moodnNegative I cannot accept the recommendation I am not able to accept your invitation nSubjunctive Mood I wish I could accept the recommendation I could accept your invitation if I were to cancel my meeting on 2022-7-26355. Include a pleasant statement in the same sentencenYour personal ratings for communication ability were satisfactory.nYour personal ratings for communication ability were satisfactory, but your rate for technical competence was excellent.nBeing conversational 2022-7-2636Conversational languageDull and stiff1.Please be advised that your should sign the form before the 1st.2.Kindly advise at an early date.3.I herewith hand you 4.Thanking you in advance Conversational 1.Please sign the form before the 1st.2.Please let me know soon.3.Here is 4.Ill sincerely appreciate2022-7-2638CorrectnessnCorrect 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.2022-7-2639Example 2nEnclosed is the copy of receipt. ()nEnclosed is a copy of the receipt. ()nI am looking for another sales channels. ()nI am looking for other sales channels. ()2022-7-2640nA. with pronouns. Our competitors were most successful than ours. (us)nB. with adjectives. The two first ( first two) items are not available.2022-7-2641nC. with article. We are interested in same. (the same)nD. with verbs. Neither of the offers are (is) acceptable. A block of flats are (is) being built.2022-7-2642nE. with adverbs. We had a quite (quite a) successful meeting.nF. with conjunctions. He not only built (built not only) houses, but also flats.2022-7-2643nG. with participles While studying the report, the telephone rang. (insert “I was” between while and studying) While I was studying the report, the telephone rang.nSpecial attention should also be paid to names of article, specifications, quantity, figures, units, etc.2022-7-2644Avoid Sentence FaultsSee the following examples:nAvoid fragments (不完整的句子不完整的句子). nAvoid comma splices（逗号拼接句）（逗号拼接句）.nAvoid run-on sentences（连写句）（连写句）. nEliminate misplaced elements.nEliminate dangling modifiers(垂悬修饰语垂悬修饰语) . 2022-7-2645Avoid fragmentsnA sentence fragment lacks either a subject (Actor) or verb (Action). nMy research report in business communication took a long time to prepare. And turned out badly.nMy research report in business communication took a long time to prepare, but it turned out badly.2022-7-2646Avoid comma splicesnA comma splice results when two sentences are incorrectly joined or spliced together with a comma. nProfits were down in 2005, the Board blamed the recession.nProfits were down in 2005. The Board blamed the recession.2022-7-2647Avoid run-on sentencesnA run-on sentence joins two complete thoughts without proper punctuation. nEmployees want to keep their jobs they will work hard for promotions.nEmployees want to keep their jobs. They will work hard for promotions.Eliminate misplaced elementsnWe have taken the check to the bank , which was unsigned. nThe three year budgets are being returned to the strategic planning committee, which have some serious defects.nWe have taken the check which was unsigned to the bank.nThe three year budgets, which have some serious defects, are being returned to the committee.Eliminate dangling modifiers1.To create that bar chart, the information must be keyed into a spreadsheet (电子数据电子数据表表)file.2.Although tied up, the feasibility report had to be completed.1.To create that bar chart, you must key the information into a spreadsheet file.2.Although she was tied up, Sonia had to complete the feasibility report.2022-7-2650ConcisenessnEffective writing is conciseeach word, sentence, and paragraph counts. Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy. nConciseness will give emphasis to your message.Time is money.2022-7-2651Communicate concisely 1. Eliminate redundancies Redundancy: a phrase in which one word unnecessarily repeat an idea contained in an companying word. e. g. exactly identical, past history, advance forward, brief summary, honest truth, hot water heater 2022-7-2652Communicate concisely(2) 2. Use active voice to reduce the number of words 3. Include only essential information 4. Eliminate clichs that are often wordy and not necessary to understand the message5. Do not restate ideas that are sufficiently implied 6. Use suffixes or prefixes 7. Use compound adjectives 2022-7-2653Example 3nWe do not anticipate any increase in prices in the near future. (Poor)nWe do not expect prices to rise soon. (Better)nOwing to the fact that your competitors price is much lower than yours, we cannot accept your offer. (Poor)nBecause your competitors price is much lower than yours, we cannot accept your offer. (Better)2022-7-2654Shorten wordy expressions.nWe have begun to export our machines to countries abroad.nWe have begun to export our machines .2022-7-2655Use words to replace phrases or clauses.nIn the event that you speak to Mr Wood in regard to production, ask him to give consideration to the delivery schedule.nIf you speak to Mr Wood about production, ask him to consider the delivery schedule.2022-7-2656nWe require furniture which is of the new type.nWe require new-type furniture.2022-7-2657Example Cluttering wordsnAt the present timenFor the purpose ofnFor the reason thatnAn accordance withnIn the near futurenIn view of the fact thatConcise substitutionsnNownFornSince, becausenBynSoonnSince, because2022-7-2658Example Cluttering wordsnOn the basisnOn the occasion ofnWith a view tonWith regard to, with reference tonPrior toConcise substitutionsnBynOnnTonAboutnbefore2022-7-2659Surplus wordsnThere are five rules that should be observed.nFive rules should be observed.nIn the period between June and August they found the error.nBetween June and August they found the error.2022-7-2660Repetition nIt came at a time when we were busy.nIt came when we were busy.nJewelry depreciate in value slowly.nJewelry depreciate slowly.nIt will cost a sum of $130.nIt will cost $130.2022-7-2661nHe asked about a certain person by the name of Bill Jones.nHe asked about a person by the name of Bill Jones.nWe met in the city of Columbus that year.nWe met in Columbus that year.nThe cellphone sells for the price of $79.99.nThe cellphone sells for $79.99.2022-7-2662nOur new model is longer in length than the old one.nOur new model is longer than the old one.nThe consensus of opinion is that the tax is unfair. nThe consensus is that the tax is unfair.2022-7-2663ClaritynClarity tells the 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. nShort, familiar words and simple, short sentences rather than long, difficult words and complex and long sentences are better for this purpose.Time is money.2022-7-2664Example 4nThey have a decided advantage in regard to freight. (Poor)nThey have a decided advantage in regard to freight charges (运费运费). (Better)nThey informed Messrs. Smith and Richardson that they would receive an answer in a few days. (Poor)nThey informed Messrs. Smith and Richardson that the latter would receive an answer in a few days. (Better)货运；运费；船货 2022-7-2665freight freit n. n1. goods carried by a large vehiclen2. transporting goods commercially at rates cheaper than express ratesn3. the charge for transporting something by common carrier we pay the freight the freight rate is usually cheaper 2022-7-2666nThe ship stopped here to take in freight. 这艘船在这里停泊装货装货。nPlease quote us prices including insurance and freight to Vancouver. 请报包括到温哥华的保险和运费运费的价格。nFrance derives 16% of revenue from air freight. 法国国家税收的16%来自于航空货运货运。2022-7-2667ConcretenessnYour writing should be vivid, specific and definite rather than vague, general and abstract, especially when you are requiring a response, solving problems, making an offer or acceptance, etc.2022