世纪商务英语外贸函电整套课件完整版PPT教学教程最全电子讲义教案(最新).pptx
新世纪高职高专商务英语类课程规划教材（第四版）大连理工大学出版社Basic Knowledge of Business English Letters WritingProject 1Part 1The Basic Requirements of Business English Letters WritingPart 2The Basic Parts of Business English LettersPart 3The Basic Layout/Format of Business English LettersPart 4Addressing EnvelopesPart 5Practical Training大连理工大学出版社Basic Knowledge of Business English Letters WritingProject 1Leading-in TasksTry to finish the following tasks to see how well you know about the Modern Business Letter Writing.Task 1.Write down the basic requirements about which you know for a modern business letter.Task 2.List all the necessary and optional parts in an ordinary business letter and set them out,as they should be set out in a letter,in a piece of paper.Task 3.Address an envelope for an ordinary business letter.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 1The purposes of communication are to obtain complete understanding between the parties involved,and to elicit the responses required.Generally speaking,the functions of a business letter are to ask for or to convey business information,to make or to accept an offer,and to deal with matters concerning various businesses.Business letter writing does not differ from any other form of creative writing.Good English is one of the important bases of a good business letter writing.What you write should be free from grammatical blemishes,and also free from the slightest possibility of being misunderstood.Usually,there are certain essential requirements for a good business letter,which can be summed up in the Seven Cs principle,i.e.Completeness,Concreteness,Clearness/Clarity,Conciseness,Courtesy,Consideration,Correctness.These Cs often go hand-in-hand.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 11.Completeness(完整完整)A business communication should include all the necessary information.It is essential to check the message carefully before it is sent out to see that all the matters are discussed,and all the questions are answered.Business letters should avoid incompleteness.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 12.Concreteness(具体具体)Concreteness means making the message specific,definite and vivid.Business letters should avoid being too general.In general letters,everything seems to be mentioned but actually few are fully expounded.You should use specific facts and figures,vivid and image-building words in bussiness letter writing.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 13.Clearness/Clarity(清楚清楚)Make sure that your letter is so clear that it cannot be misunderstood.A point that is ambiguous in a letter will cause trouble to both sides,and further exchange of letters for explanation will become inevitable,thus time will be lost.The writers must try to express themselves clearly.To achieve this,they should keep in mind the purpose of their letters and use appropriate words in correct sentence structure to fully convey their meaning.When you are sure about what you want to say,say it in plain and simple words.Short,familiar,conversational and straight-forward English is what is needed for business letters.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 14.Conciseness(简明简明)Conciseness is often considered to be the most important writing principle.It means saying things in the fewest possible words.To achieve this,try to avoid wordiness or redundancy.Clearness and conciseness often go hand-in-hand and the elimination of wordy business jargon can help to make a letter clearer and at the same time more concise.A concise letter is not necessarily a short one.Sometimes a letter dealing perhaps with a multiplicity of matters cannot avoid being long.Generally speaking,you will gain in clearness and conciseness by writing short sentences rather than long ones.A letter can be made clearer,easier to read and more attractive to look at by writing short sentences and careful-arranged paragraphs.One paragraph for one point is a good rule.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 15.Courtesy(礼貌礼貌)Courtesy is not mere politeness.It is like a favorable introduction card.The courteous writer should be sincere and tactful,thoughtful and appreciative.You need to prepare every message with the readers in mind and try to put yourself in their places.If conciseness conflicts with courtesy,then make a little sacrifice of conciseness.Promptness is one of the most important things in being courteous.Punctuality will please your customer who dislikes waiting a long time for a reply.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 16.Consideration(体谅体谅)Before we go on to the detailed structure of the business letter there is one general principle,on which the native English writers lay great emphasis,that is,the“you”attitude.“You-attitude”is not so simple as only to use“you”instead of“I”or“we”.In our letters we should always keep in mind the persons we are writing to,try to see things from their point of views,visualize them in their surroundings,see their problems and difficulties and express our ideas in terms of their experience.“You-attitude”can help to avoid an awkward situation,and promote cooperation between the trade parties.大连理工大学出版社The Basic Requirements of Business English Letters WritingPart 17.Correctness(正确正确)Business letters must be correct,otherwise they may be misunderstood and run the risk of reaching nowhere or going astray.Correctness means appropriate and grammatically correct language(without spelling or typographical errors)and factual information that is accurate with reliable figures such as names of articles,specifications,quantity,price and projects.大连理工大学出版社The Basic Parts of Business English LettersPart 21.Letterhead(信头信头)As the first and most obvious part of a business letter,the letterhead expresses a companys personality.It helps to form ones impression of the writers firm.Styles vary considerably,but they all give similar information and include the essential particulars about the writer name,address,zip-code,telephone number,telegram/telex/fax number and e-mail address of the company.It is usually designed and printed in the center or on the left margin at the top of the page.大连理工大学出版社The Basic Parts of Business English LettersPart 22.Reference Number(参考号参考号/发文编号发文编号)The Reference Number is generally used as a useful indication for filing and consulting for both sides,so it must be easily seen.It may include a file number,a contract number,a L/C number or the initials of the signer and the typists initials.If you find the Reference Number in the incoming letter you need to take the form as“your ref.”and“our ref.”in your reply.The position of the Reference Number is often put,one or two lines below the letterhead,on the left margin.大连理工大学出版社The Basic Parts of Business English LettersPart 23.Date(日期日期)Every letter should be dated.Never send out a letter without a date.If you are giving information,such as shipping or delivery or appointment dates,it is vital that the date should be correct.The position of the date is often one or two lines below the reference number or letterhead(if there is no reference number).It can be put either on the left or the right margin,depending on the style you decide to use.Remember to always type the date in full.It is unwise to abbreviate the name of the month or show the date in figures like 8/9/2015 or 9/8/2015 as this may cause some confusions;this is because the British and American forms differ and do not read the day and the month in the same order.e.g.September 8,2015 American form8th September,2015 British form大连理工大学出版社The Basic Parts of Business English LettersPart 24.Inside Name and Address(封内名称和地址封内名称和地址)It consists of the name and address of the receiver.It appears exactly the same way as on the envelope.Inside Name and Address are always put at the left margin at least one or two lines below the date.When the receiver is a company,type the name of the company directly.Where the appropriate head of department is known,address the letter to them by their official titles.e.g.The Sales ManagerThe Space Engineering Co.,Ltd.830 W.Lauridsen BoulevardPort Angeles,WA 98363U.S.A大连理工大学出版社The Basic Parts of Business English LettersPart 24.Inside Name and Address(封内名称和地址封内名称和地址)When the company is named after one or more persons,e.g.James,Smith Co.;Brown&White Bros.,etc.,the“Messrs”,the plural of“Mr.”and the abbr.of“Messieurs”,has to be used.e.g.Messrs.Harrison&Co.32,Duke StreetLondon N.W.4England大连理工大学出版社The Basic Parts of Business English LettersPart 24.Inside Name and Address(封内名称和地址封内名称和地址)If the receiver is an individual in the company,the persons name should be preceded by the courtesy title.i.e.“Mr.”,“Mrs.”,“Miss”or“Ms.”.If you are not sure whether or not the woman to whom you are writing is married,use“Ms.”.This title is now perfectly acceptable,especially in view of the fact that many career women prefer it.e.g.Ms.Sarah DavisSales Manager369 Lincoln StreetSeattle,WA 98362U.S.A大连理工大学出版社The Basic Parts of Business English LettersPart 2If the letter is addressed to the company but directed to the attention of an individual,take the form of“ATTN”.e.g.Messrs.Richard Thomas&Baldwins Lt.,150 Gower StreetLondon W.1.EnglandATTN:Mr.John Smith,Sales Manager(由销售经理约翰史密斯先生亲阅)4.Inside Name and Address(封内名称和地址封内名称和地址)大连理工大学出版社The Basic Parts of Business English LettersPart 25.Salutation(称呼称呼)The Salutation is the polite greeting with which a letter begins.It should be placed one or two lines below the Inside Address.There are many forms of salutation in a business letter.The particular form used depends upon the writers relationship with the receiver.To some extent the salutation settles the form of the complimentary close.The customary greeting in a business letter is“Dear Mr./Mrs./Ms./Miss.(姓)”or“Dear.(名)”.“Dear sirs”or“Gentlemen”is used when the letter is not addressed to a specific person.Note that“Gentlemen”is seldom used nowadays and“Sirs”cannot be used alone.Quite often now companies are owned and/or managed by women,and it is more and more customary to use the greeting“Dear Madam or Sir”,if the writer is not sure whether the letter will be read by a man or a woman.Whatever its form is,the salutation always appears on a line by itself and is followed by a comma or a colon.大连理工大学出版社The Basic Parts of Business English LettersPart 26.Subject Line(事由标题事由标题)The Subject Line is often inserted between the salutation and the body of the letter,either beginning at the left margin or the centre,depending on which style you are using.The Subject Line helps to invite attention to the topic of the letter.It is especially useful if two companies have a lot of correspondence with each other on a variety of subjects,as it immediately tells what the letter is about.It is also useful as a guide for filing.It can begin with or without“Re:”or“Subject:”.Sometimes,you can see the Subject Line is underlined.No matter what the form is,it should always denote what the letter is about.e.g.Re:Sewing MachinesSubject:Sewing MachinesSewing Machines大连理工大学出版社The Basic Parts of Business English LettersPart 27.Body(正文正文)This part contains the actual message of the letter.It should begin one or two lines below the subject line or the salutation if there is no subject line.Usually,it is divided into three parts:opening,actual message and closing.The Body of the Letter should be carefully planned and paragraphed.The opening is to give the reason of writing and often refers to previous correspondence.The actual message is to specify the writers concrete purposes,requirements and wishes.The closing is to express thanks,and anticipations for future actions or plans.Sometimes the closing may be used to sum up the message and to suggest the writers requirements to the receiver.大连理工大学出版社The Basic Parts of Business English LettersPart 28.Complimentary Close(结尾敬语结尾敬语/套语套语)SalutationComplimentary CloseCommentDear Sir(s),Dear Madam,Dear Mesdames,Dear Madam or Sir,1.Yours faithfully,Faithfully yours,Formal It is very commonly used in Britain,but seldom used in America and Canada.2.Yours truly,Truly yours,Formal It was once an OK and common usage in America and Canada,but not very common in modern business letters.3.Yours sincerely,Sincerely yours,Sincerely,It was once informal usually used between persons known to each other.But nowadays,it is more and more commonly used in business letters even between persons unknown to each other in modern America and Canada.Dear Mr.(姓),Dear Ms.(姓),Sincerely yours,Yours sincerely,Sincerely,Dear Mary(名),Dear Mary(名),(With)Best wishes,(With)Best regards,Strictly speaking,it is not a complimentary close;it is part of the body used between close friends.大连理工大学出版社The Basic Parts of Business English LettersPart 29.Signature(签字签字)The Signature is the signed name or mark of the person writing the letter or that of the firm he or she represents.All letters must be signed and a letter should be signed by hand,and in ink.Unsigned letters have no authority and a letter“signed”with a rubber stamp is a form of discourtesy.The place of the Signature will depend on the layout of the letter but is always under the Complimentary Close.Usually,the name of the signer is typed below the signature because many hand-written signatures are illegible,and then followed by his or her job title or position.If the writer represents a certain institute,the name of the institute will be printed above the signature.For example:大连理工大学出版社The Basic Parts of Business English LettersPart 29.Signature(签字签字)Yours faithfully,The Overseas Co.,Ltd(Signature)John BellGeneral Manager,Sales Department大连理工大学出版社The Basic Parts of Business English LettersPart 210.Reference Notation(经办人代号经办人代号)Sometimes,the Reference Notation,which is also understood as Identification Marks,can also be added one or two lines below the typed signature.The Reference Notation usually shows only the initials of the typist,but it can also be made up of the initials of the person who dictated the letter and those of the secretary or typist if the directors name is not typed in the signature area.The initials of the director or dictator are usually in capital letters.The two sets are separated by a colon or a slant line,for examples:for Bill Clinton(manager)and Nancy Brown(secretary).The following examples are acceptable forms of the Reference Notation:BC:nbBC/nb大连理工大学出版社The Basic Parts of Business English LettersPart 211.Enclosure Notation(附件附件)If any documents such as catalogues,price lists,order,copies of fax,etc.are sent with a letter,it is necessary to add Enclosure Notation to remind the receiver.The Enclosure Notation is usually placed two lines below the Signature or the Reference Notation(if any)at the left margin.The marking may be in any of the following ways:Enclosure:3 copies of.Encl.3 cataloguesEnc.1 invoiceEncls:as stated大连理工大学出版社The
