商务英语函电第二版ppt课件(完整版).ppt

UnitOneBusinessLetter-writingPartOne:TeachingAims&Requirementsn1.Tolearnaboutthefunctionsofthebusinessletteranditsimportanceinbusinessactivities;n2.Tolearnaboutthewritingprinciplesofbusinessletters;n3.Tostudythelayoutofbusinessletters,includingtheletterstylesandthestructureofthebusinessletter,whichismostimportantinthisunit.PartTwo:StudyofBusinessLetter-writingnI.Introduction1.Whyisletter-writingsoimportantnowadays?1.Whyisletter-writingsoimportantnowadays?BecauseatpresentmanybusinessmessagesaresentbywayBecauseatpresentmanybusinessmessagesaresentbywayoffaxore-mailinsteadoftraditionalpost,andthelanguageoffaxore-mailinsteadoftraditionalpost,andthelanguageandstyleusedinthefax/e-mailmessagearealmosttheandstyleusedinthefax/e-mailmessagearealmostthesameasthoseusedintheletterbypost,letter-writingissameasthoseusedintheletterbypost,letter-municating.2.Thefunctionsofabusinessletter:2.Thefunctionsofabusinessletter:1)Toaskforortoconveyinformation;1)Toaskforortoconveyinformation;2)Todealwithmattersconcerningnegotiationofbusiness;2)Todealwithmattersconcerningnegotiationofbusiness;3)Toconfirmcables,telexes,telephonesorface-to-facetalks,3)Toconfirmcables,telexes,telephonesorface-to-facetalks,especiallyimportantones.especiallyimportantones.3.Whatshouldabusinessletterbelike?3.Whatshouldabusinessletterbelike?Itshouldbebusiness-like.Itshouldbebusiness-like.1)Don1)Don tusethelanguageinliterature;tusethelanguageinliterature;2)Don2)Don tusethelanguageinprivateletters.tusethelanguageinprivateletters.Why?Why?ThebusinessletterplaysaveryimportantroleinaThebusinessletterplaysaveryimportantroleinatransaction;itiswritteninordertoachieveaspecifictransaction;itiswritteninordertoachieveaspecificpurposeandoftengivesrisetothelegalobligationsofthepurposeandoftengivesrisetothelegalobligationsofthewriter.writer.4.Whatdoesaneffectivebusinessletterrequire?4.Whatdoesaneffectivebusinessletterrequire?1)GoodEnglish1)GoodEnglish2)Goodknowledgeofinternationaltradebusiness2)GoodknowledgeofinternationaltradebusinessnII.ThePrinciplesofBusinessLetter-writingThesevenCs:n nConsiderationConsiderationn nCourtesyCourtesyn nClarityClarityn nConcisenessConcisenessn nConcretenessConcretenessn nCorrectnessCorrectnessn nCompletenessCompletenessn1.Consideration体谅体谅ItmeansItmeans：n nTaketheTakethe“You-attitudeYou-attitude”insteadofinsteadof“I/We-attitudeI/We-attitude”;n nEmphasizethepositiveratherthanthenegativeapproach;Emphasizethepositiveratherthanthenegativeapproach;n nGettothepointimmediately.Gettothepointimmediately.n nLookatthefollowingsentencesandthinkaboutwhetherornottheyLookatthefollowingsentencesandthinkaboutwhetherornottheyaregoodsentences:aregoodsentences:n nIt is regretted that the goods cannot be sent today.It is regretted that the goods cannot be sent today.n nWe are pleased to inform you that the goods will be sent tomorrow.We are pleased to inform you that the goods will be sent tomorrow.n nI write to send my congratulations.I write to send my congratulations.n nCongratulations to you on your success!Congratulations to you on your success!n nWe do not permit outside groups to use our equipment except on a We do not permit outside groups to use our equipment except on a cash rental basis.cash rental basis.n nYou are welcome to rent our equipment.You are welcome to rent our equipment.n2.Courtesy客气客气Thisprinciplemeans:Thisprinciplemeans:n nFollowtheguidelinestalkedunderconsideration.Followtheguidelinestalkedunderconsideration.n nBesincere,tactful,thoughtfulandappreciative.Besincere,tactful,thoughtfulandappreciative.n nAvoidirritating,offensiveorbelittlingexpressions.Avoidirritating,offensiveorbelittlingexpressions.n nIfanapologyisnecessary,makeitcourteouslyandsincerely.Ifanapologyisnecessary,makeitcourteouslyandsincerely.n nBepromptinansweringletters.Bepromptinansweringletters.n nLookatthefollowingsentencesandthinkaboutwhetherornotLookatthefollowingsentencesandthinkaboutwhetherornottheyarewellwritten:theyarewellwritten:n nYou are requested to remit the amount by 10 August.You are requested to remit the amount by 10 August.n nPlease remit the amount by August 10.Please remit the amount by August 10.n nWe must tell you that we canWe must tell you that we can t accept your price.t accept your price.n nUnfortunately,we cannot accept your price.Unfortunately,we cannot accept your price.n nYour letter is not clear at all.I canYour letter is not clear at all.I can t understand it.t understand it.n nIf I understand your letter correctlyIf I understand your letter correctly(tactful)(tactful)n3.Clarity清楚清楚n nFirst,bequiteclearaboutwhatyouwanttosay;First,bequiteclearaboutwhatyouwanttosay;n nThensayitinplain,simplelanguageappropriatetotheThensayitinplain,simplelanguageappropriatetotheunderstandinglevelofyourreader.understandinglevelofyourreader.n nGood,straight-forward,simpleEnglishiswhatisneededforGood,straight-forward,simpleEnglishiswhatisneededforbusinessletters.businessletters.nTherearethreeguidelinesforobservingthiswritingprinciple:nChooseshort,familiarandconversationalinsteadoflong,complicatedandroundaboutwordsorphrases.nConstructeffectivesentences.nOrganizeyourideasintoalogicalorder.n nLookatthefollowingsentences.Aretheygoodsentences?Lookatthefollowingsentences.Aretheygoodsentences?n nI hope you will be in a position to make a decision within a I hope you will be in a position to make a decision within a short time.short time.n nI hope you can decide soon.I hope you can decide soon.n nThe contract enclosed herewith requires your signature The contract enclosed herewith requires your signature before it can be executed and should be directed to the before it can be executed and should be directed to the undersigned.undersigned.n nPlease sign the contract enclosed and return it to me.Please sign the contract enclosed and return it to me.n nThose who work rapidly get ill in these conditions.Those who work rapidly get ill in these conditions.n nThose who work in these conditions rapidly get ill.Those who work in these conditions rapidly get ill.n4.Conciseness简洁简洁nConcisenessmeanssayingwhatyouhavetosayinthefewestpossiblewordswithoutlosingclarity,courtesy,completenessandgoodEnglish.n nToachieveconciseness,trytoobservethefollowingToachieveconciseness,trytoobservethefollowingsuggestions:suggestions:n nOmitstereotypedphrasesandcommercialese.Omitstereotypedphrasesandcommercialese.n nAvoidunnecessaryrepetitionandwordystatements.Avoidunnecessaryrepetitionandwordystatements.n nIncludeonlyrelevantfacts.Includeonlyrelevantfacts.n nConfineeachparagraphtooneidea.Confineeachparagraphtooneidea.nLetscomparethefollowinggroupsofsentences:n1)We take the liberty to approach you with the request that you would be kind enough to introduce to us some importers of stationery in your country.n nPleasePlease introduce to us some importers of stationery in introduce to us some importers of stationery in your country.your country.n2)Assuring you of our favorable consideration,we remainn nWe will consider your suggestions favorably.We will consider your suggestions favorably.n nThefollowingaretwoletterswiththesamecontent.Thefollowingaretwoletterswiththesamecontent.Pleasereadthemandthinkaboutwhichoneisbetter.Pleasereadthemandthinkaboutwhichoneisbetter.Givethereasonsforyourjudgment.Givethereasonsforyourjudgment.n n【LetterOneLetterOne】n nDear SirsDear Sirs，n nWill you ship us sometime,any time during the month of Will you ship us sometime,any time during the month of November,or even December if you are rushed,for November,or even December if you are rushed,for December would suit us just as well,in fact a little bit better,December would suit us just as well,in fact a little bit better,30 copies of 30 copies of“BarronBarron s Practice Exercises for the TOFLEs Practice Exercises for the TOFLE”.n nThanking you to send these along to us by parcel post,and Thanking you to send these along to us by parcel post,and not express,as express is too stiff in price,when parcel post not express,as express is too stiff in price,when parcel post will be much cheaper,we arewill be much cheaper,we aren nYours faithfully,Yours faithfully,n n【LetterTwoLetterTwo】n nDear SirsDear Sirs，n nPlease ship by parcel post,by the end of December,30 Please ship by parcel post,by the end of December,30 copies of copies of“BarronBarron s Practice Exercises for the TOFLEs Practice Exercises for the TOFLE”.n nThank you in advance for your cooperation.Thank you in advance for your cooperation.n nYours faithfully,Yours faithfully,n5.Concreteness具体具体nWritingconcretelymeansmakingyourmessagespecific,definiteandvividratherthanvague,generalandabstract.Abusinesslettershouldavoidemptinessincontentsandvaguenessinideas.nTheguidelinesbelowmayhelpyouachieveconcreteness:nUsespecificfactsandfigures.nPutactioninyourverbs.(Preferactiveverbstopassiveverbsorwordsinwhichactionishidden.nChoosevivid,concreteandimage-buildingwords.n n Lookatthefollowingsentences:n1)The preparation of new salary scales is in hand.n2)These brakes stop a car within a short distance.n3)Various aspects of this equipment make it a good choice.nThinkaboutthequestionsbelow:nCanyouunderstandthefirstsentence?Aretheideasexpressedinthesentencesconcrete?Iftheyarenot,pleaseamendthemsothattheybecomespecific,definiteandvivid.nTherevisedsentencesareasfollows:n n1)New salary scales are being prepared.1)New salary scales are being prepared.n n2)These Goodson Power brakes can stop a 2-ton car within 24 2)These Goodson Power brakes can stop a 2-ton car within 24 feet.feet.n n3)This machine is a good choice because it is more compact and 3)This machine is a good choice because it is more compact and less expensive than any other one in the market.less expensive than any other one in the market.n n6.Correctness6.Correctness正确正确正确正确n nAbusinesslettershouldcontainaccurateinformationAbusinesslettershouldcontainaccurateinformationandthewritershouldfollowacceptedstandardsofandthewritershouldfollowacceptedstandardsofgrammar,spelling,punctuationandsentencegrammar,spelling,punctuationandsentenceconstruction,fortheletterconcernsgreatlytherights,construction,fortheletterconcernsgreatlytherights,obligationsandinterestsofboththebuyerandtheseller;obligationsandinterestsofboththebuyerandtheseller;moreover,itisthebasisofallcommercialdocumentsmoreover,itisthebasisofallcommercialdocuments(suchasthecontract,theletterofcredit,etc.).(suchasthecontract,theletterofcredit,etc.).n nThetermcorrectness,asappliedtobusinessThetermcorrectness,asappliedtobusinesscommunication,meansthewritershould:communication,meansthewritershould:n nUsethecorrectleveloflanguage.Usethecorrectleveloflanguage.n nIncludeonlyaccuratefacts,terms,wordsandfigures.Includeonlyaccuratefacts,terms,wordsandfigures.n nMaintainacceptablewritingmechanics.Maintainacceptablewritingmechanics.n nApplyallotherrelevantApplyallotherrelevant“C C”principles.principles.nLookatthesentencesbelowandthinkaboutwhetherornottheyincludeanygrammaticalerrorsorsomeotherkindofmistakes.n1)We hope that you will attend to the coming Guangzhou Fair.n nWe hope that you will attend the coming Guangzhou We hope that you will attend the coming Guangzhou Fair.Fair.n2)Nothing is so important than quality and packing.n nNothing is so important as quality and packing.Nothing is so important as quality and packing.n3)The two first items are not available.n nThe first two items are not available.The first two items are not available.n4)Neither of the offers are acceptable.n nNeither of the offers is acceptable.Neither of the offers is acceptable.n5)We not only built houses,but also flats.n nWe built not only houses,but also flats.We built not only houses,but also flats.n6)While studying the report,the telephone rang.n nWhile I was studying the report,the telephone rang.While I was studying the report,the telephone rang.n7)To our much surprise,the raincoats arrived with no caps.n nMuch to our surprise,the raincoats arrived with no caps.Much to our surprise,the raincoats arrived with no caps.Or:To our great surprise,the raincoats arrived with no Or:To our great surprise,the raincoats arrived with no caps.caps.n7.Completeness完整完整nYourbusinessmessageis“complete”whenitincludesalltheinformationyourreaderneedstoactupon.Incompleteinformationisannoyingandcostlybecauseitholdsupbusinesstransactionsandduplicateswork.nTostriveforcompleteness,keepthefollowingguidelinesinmind:nAnswerallquestionsasked.nGivesomethingextra,whendesirable.nCheckforthefiveWsandanyotherwritingprinciples.nReadthefollowingmessagecarefully:nWe are making you,subject to your reply reaching here before the 15th this month,an offer for our 100 sets Sewing Machines at 65 CFR,for shipment during November/December,and payment is to be made by L/C.nNow,thinkaboutthefollowingquestions:nWhomaywritetheletter?Thebuyerortheseller?nInwhichbusinessstepmaythisletterappear?nArethereanyplaceswheretherearesomeproblemswiththewayofexpression?nDoesthismessagecontaincompleteinformation?n nTheanswerislikethis:Theanswerislikethis:ThismessageisratheranincompleteonesinceitservesThismessageisratheranincompleteonesinceitservesasafirmoffer.asafirmoffer.n nFirst,theproductsquoteddonotcoverbrandorFirst,theproductsquoteddonotcoverbrandorspecifications;specifications;n nSecond,thepricetermisnotcompletelywritten,itdoesSecond,thepricetermisnotcompletelywritten,itdoesnotmentiontheportofdestination;notmentiontheportofdestination;n nThird,thepaymenttermsarenotspecific.Third,thepaymenttermsarenotspecific.n nHereistherevisedmessage:Hereistherevisedmessage:n nWe are making you,subject to your reply reaching here We are making you,subject to your reply reaching here on/before August 15,a firm offer for our 100 sets(of)on/before August 15,a firm offer for our 100 sets(of)Sewing Machines,Bee Brand,at Sewing Machines,Bee Brand,at 65 per set CFR 65 per set CFR London for shipment during November/December and London for shipment during November/December and payment is to be made by a confirmed and irrevocable payment is to be made by a confirmed and irrevocable L/C at 60 d/s.L/C at 60 d/s.nIII.TheLayoutofBusinessLetters1.Thestylesofthebusinessletter1.Thestylesofthebusinessletter1)TheIndentedStyle-traditionalstyle1)TheIndentedStyle-traditionalstyleItIt sFeatures:sFeatures:a)Eachparagraphisindentedfourspaces;a)Eachparagraphisindentedfourspaces;b)b)“ClosedPunctuationClosedPunctuation”isused;isused;c)Thecomplimentarycloseiscenteredandsoisthec)Thecomplimentarycloseiscenteredandsoisthesignature.signature.2)TheBlockStyle-modernstyle2)TheBlockStyle-modernstyleItIt sFeatures:sFeatures:a)Alltypinglinesbeginattheleft-handmargin;a)Alltypinglinesbeginattheleft-handmargin;b)b)“OpenPunctuationOpenPunctuation”ismoreoftenusedthanismoreoftenusedthan“ClosedClosedPunctuationPunctuation”;c)Sometimesthedateisplacedinitsusualpositiononc)Sometimesthedateisplacedinitsusualpositionontheright.theright.3)Thesimilaritiesbetweenthetwoletterstyles:3)Thesimilaritiesbetweenthetwoletterstyles:a)Theinsidename&addressistypedinblockform;a)Theinsidename&addressistypedinblockform;b)Left-handandright-handmarginsofonea