商务英语写作.pptx
会计学1商务英语写作商务英语写作What is Business English?1.It is a part of English for Specific Purposes(ESP)2.is English used in business context.3.is especially related to international trade 第1页/共58页What is the most important skill in business practices?Communication 第2页/共58页COMMUNICATIONOralWrittenNon-verbal非语言交际第3页/共58页Lie to Me第4页/共58页Business English Writing第5页/共58页SYLLABUS&REQUIREMENTSn nEvery chapter-2 hoursn nScore:Final exam 60%Performance 40%Attendance(10%):absent-3/late-5 Class activity(10%)Homework(20%)Read news or materials about economy;write English economic report every month.第6页/共58页 Warm-up Functions of Business Writing Criteria for effective business writingMore Criteria and Techniques Approaches to organizing business writing Part One Part Two Part Three Part Four Part FiveContentsContents第7页/共58页OverviewOverview1.A great deal of business is transacted in writing.2.Effective business writers can promote good relations with customers,employees and the general public.Then they can help to increase their companys sales and profits.3.Proficiency in writing gives one a personal advantage in business;and contributes substantially to ones self-confidence.Why the ability to write effectively is a valuable business asset?第8页/共58页OverviewOverviewpage1Business writing has three functions:to inform:to persuadeto entertainWhat are the functions of business writing?Page1,para2第9页/共58页OverviewOverviewPage1-2Business writing has three functions:To inform:you explain something or tell readers something/provide informationTo persuade:you want to influence the readers attitudes and want them to act.To entertain:to build goodwill（建立友善关系/良好的信誉）;you create a good image of yourself and of your organization-the kind of image that makes people want to do business with youFunctions of business writing第10页/共58页OverviewOverviewPage1-2Most messages have multiple purposes.When you answer a question,youre informing,but you also want to build goodwill by suggesting that youre competent and perceptive and that your answer is correct and complete.Functions of business writing第11页/共58页Example 1Example 1DocumentDescription of documentPurpose(s)of documentClaims adjustment理赔Letter granting or denying customer request to be given credit for defective goodsJob description岗位责任说明Description of qualifications and duties of each job.Used for performance appraisals绩效考核,setting salaries 薪资设定,and for hiring10-K report年度财务报表A Form 10-K is an annual report required by the U.S.Securities and Exchange Commission(SEC美国证券交易委员会),that gives a comprehensive summary of a companys financial performance.Thank-you letter感谢信Letter to suppliers,customers,or other people who have helped individuals or the companyInform,build goodwillInform,persuade good candidates to apply;build goodwill(job duties match level,pay)Inform build goodwill第12页/共58页OverviewOverviewA successful business message:(1)the receiver interprets the msg as the sender intended it.(2)it achieves the senders purposes.Criteria for effective business writing第13页/共58页OverviewOverview6 Cs principles1.Courtesy-礼貌2.Correctness-正确3.Conciseness-简洁4.Clarity-清楚5.Concreteness-具体6.Completeness-完整Criteria for effective business writing第14页/共58页6 Cs principles6 Cs principlestreating people with respect and friendly human concernBeing 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 note to the client explaining why.Courtesybook第15页/共58页Example 2Example 21.Dear Sirs,we are sorry you have misunderstood us.()2.Dears Sirs,we are sorry we didnt make ourselves clear.()3.We cannot understand why you have had trouble with these articles.()4.We presume that there must be some reasons for you having trouble with these articles.()第16页/共58页OverviewOverviewCourtesy usually involves three aspectsUsing you-viewpointTaking a positive toneBeing conversationalCourtesy第17页/共58页OverviewOverview1.You-viewpoint (you-attitude你式写法)building goodwill:focus interest on the reader/for persuasion and for influencing people favorably/emphasize“you”and“your”,de-emphasize“we”and“our”;not just using second pronouns,but placing the reader in the center of things；Read your msg.over as if you were in your readers shoes.When you use you-viewpoint in writing,avoid insincerity/using it for good goals.Courtesy第18页/共58页Different AttitudesWe/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 pay3.We can not offer you any refund 4.Obviously you forget telling us the color1.A good sale of the products will benefit you2.To maintain your excellent credit,please remit3.You could obtain a refund if4.Please indicate your choice of color第19页/共58页OverviewOverview2.Accent on Positive LanguagePositive words emphasize the pleasant aspects of the goal and tend to put the reader in the right frame of mind.They also create the goodwill atmosphere.Courtesy第20页/共58页OverviewOverview2.Accent on Positive LanguageState ideas using positive languageCourtesyDont forget to submit your reportWe cant ship your goods untilYou neglect to indicate the specificationRemember to submit.You will receive your goodsPlease send the complete specification 第21页/共58页OverviewOverview2.Accent on Positive LanguageAvoid using second person pronouns when stating negative ideasE.g.You made numerous mistakes on this page.This page contains numerous mistakes.Courtesy第22页/共58页OverviewOverview2.Accent on Positive LanguageUse passive voice to convey negative ideasCourtesy Susan did not proofread this proposal carefully.Susan completed the job two months behind the schedule.The proposal was not proofread carefully.The job was completed two months behind the schedule.第23页/共58页OverviewOverview2.Accent on Positive LanguageUse the subjunctive moodCourtesyNegative I cannot accept the recommendation.I am not able to accept your invitation.subjunctive mood I wish I could accept the recommendation.I could accept your invitation if I were to cancel my meeting on第24页/共58页OverviewOverview2.Accent on Positive LanguageInclude a pleasant statement in the same sentenceE.g.Your personal ratings for communication ability were satisfactory.Your personal ratings for communication ability were satisfactory,but your rate for technical competence was excellent.Courtesy第25页/共58页OverviewOverview3.Conversational Style:warm and natural language.Whatever you talk about in the letters,the language you use should be the same as if you met the person on the street,at home,or in the office.CourtesyPage 5第26页/共58页6 Cs principles6 Cs principlescorrect grammar,punctuation and spelling;choosing the correct level of language and using accurate information and data.Correctness第27页/共58页Example 3Example 31.Enclosed is the copy of receipt.()2.Enclosed is a copy of the receipt.()3.I am looking for another sales channels.()4.I am looking for other sales channels.()5.Profits were down in 1998,the Board blamed the recession.()Comma splice逗号连接第28页/共58页6 Cs principles6 Cs principlesto write in the fewest possible words without sacrificing completeness and courtesySuggestions:Shorten or omit words or expressionsInclude only relevant factsAvoid unnecessary repetitionConciseness第29页/共58页Shorten or omit words or expressionsShorten or omit words or expressionsIf possible,a word should be used instead of a phrase,a phrase instead of a clause,a clause instead of a sentence,and a sentence instead of a paragraph.Cluttering PhrasesShorter substitutionsat the present timenowfor the purpose offorfor the reason thatsince,as,becauseIn the near futuresoonIn view of the fact thatSince,becausePrior to the startbeforeA draft in the amount of USD1000A draft for USD1000第30页/共58页Shorten or omit words or expressionsShorten or omit words or expressionsIn addition,we should also eliminate surplus words.With surplus wordsEliminate surplus wordsThere are 5 rules that should be observe5 rules should be observedIn the period between June and August they found the errorBetween June and August they found the errorIt came at a time when we were busyIt came when we were busyHis performance was good enough to enable him to qualify for the promotionHis performance was good enough to qualify for the promotionLeather depreciates in value slowlyLeather depreciates slowlyWe will ship these shoes at a later dateWe will ship these shoes laterAs a matter of interest,I am interested in learning your planI am interested in learning your plan.第31页/共58页Include only relevant factsInclude only relevant factsThe effective concise message should omit not only unnecessary wordy expressions but also irrelevant material.To make sure you include only relevant facts,you should:1.Stick to the purpose of your writing2.Omit information obvious to your reader3.Avoid unnecessary background material or explanations,excessive adjectives,pompous words.第32页/共58页Avoid unnecessary repetitionAvoid unnecessary repetitionSometimes repetition is necessary for emphasis.But if the same thing is said several times without reason,the message becomes boring.The following are 3 ways to prevent unnecessary repetition.1.Use a shorter name after you have mentioned the long one once.2.Use pronouns and initials rather than repeating long names.3.Get rid of all needless repetition of phrases and sentences.1.Use China Telecom to indicate China Telecommunications Company when the latter one has been mentioned before.2.Instead of First Automobile Works again and again,use it or FAW.第33页/共58页6 Cs principles6 Cs principlesshort familiar words and simple short sentences are better.(your writings are totally understood with just one reading.)Suggestions:Choose proper,short and familiar wordsMake ideas clearUse short sentencesHave paragraphs of suitable lengthClarity第34页/共58页Choose proper,short and familiar wordsChoose proper,short and familiar wordsChoose proper words to make the message easy to understand,e.g.:1.As to the steamers sailing from Hong Kong to San Francisco,we have bimonthly direct services ()2.We have two direct sailings every month form Hong Kong to San Francisco.()poorbetter第35页/共58页Make ideas clearMake ideas clearPut one idea in a sentence,put one topic in a paragraph,and put one subject in a letter.Use short sentencesUse short sentencesShort sentences lead to clear meaning and easy understanding.The average sentence length is about 17-20 words.You can use sentences containing 3-40 words.If more than 40 words in a sentences,youd better rewrite it into more than one sentences.第36页/共58页Have paragraphs of suitable lengthHave paragraphs of suitable lengthIn business writhing,its suitable for paragraphs to contain 7-8 lines.If a paragraph is too long,it may make the main idea unclear and lead to a loose structure.If a paragraph is too short,your readers may be impressed that you topic is not adequately supported.第37页/共58页6 Cs principles6 Cs principlesvivid,specific and definite rather than vague,general and abstractespecially when you are requiring a response,solving problems,making an offer 报盘 or acceptance 接受,etc.Concreteness第38页/共58页Example 4 Example 4 Our apples are excellent.()Our apples are juicy,crispy and tender.()Smithton Company is our big buyer.()Smithton Company did more than one million USD worth of business with us in 2005.()ConcreteConcrete第39页/共58页6 Cs principles6 Cs principlesinclude all necessary information and databecause information and data can help senders get receivers responses and achieve desired objectivesCompleteness第40页/共58页Example 5Example 5Suppose 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?第41页/共58页Complete messageComplete messageReminding him of his promise of timely delivery.What losses has this caused you?Asking for compensation if there is any agreement on that.Expecting no such thing will happen again.Real situationsuggestionsummary第42页/共58页OverviewOverviewBusiness writing,in general,has more and more assumed a friendly,easy and conversational style.The primary concern in business writing is to communicate information.Thus,we will need to pay more attention to communicating effects.More Criteria and Techniques 沟通效果第43页/共58页OverviewOverview1.Singling Out Your Readeryou should write for his/her particular situation.What you say throughout the letter should make it clear that the reader is getting individual treatment.E.g.We look forward to the possibility of sending our executives to you in the years ahead.We look forward to hearing from you.More Criteria and Techniques Page 11第44页/共58页OverviewOverview2.Building goodwillOne sure way to build goodwill is to do a little more than you have to do for your reader.E.g.In a refusal letter,it will make the reader feel much more comfortable if you explain and justify your refusal.More Criteria and Techniques Page 11第45页/共58页OverviewOverview3.Using the readers nameIt makes the reader feel that his/her identity as an individual is recognized.Use it once or twice in the letter,but no so often.4.Avoiding angerAnger destroys goodwill.Most comments made in anger do not provide needed information.Such comments take many forms:sarcasm,insults and exclamations.but when positive words have not brought desired results,negative words may be justified.More Criteria and Techniques 第46页/共58页2023/3/3106-2-26制作 48summary第47页/共58页OverviewOverviewDeductive approach 演绎法It begins with the general and ends with the specific.Sometime this is informally called a“top-down”approach.(direct)Inductive approach 归纳法It is usually described as moving form the specific to the general.Informally,we sometimes call this a“bottom up”approach.(indirect)Approaches to organizing BWPage 12第48页/共58页OverviewOverview1.Directness in good news and routine messagesGood news or routine messages follow a direct orderthe message begins with the main idea.-deductive approachPresent good news and routine messageBegin with the main idea(present good-news or routine information);Followed by supporting details;End with goodwillApproaches to organizing BWPage 12第49页/共58页OverviewOverview2.Indirectness in bad news messagesAn indirect order consists of four parts:a bufferreasons supporting the negative decisiona clear,diplomatic statement of the negative decisiona helpful,friendly,and positive close.Approaches to organizing BWPage 12第50页/共58页OverviewOverview2.Indirectness in bad news messagesAn indirect order consists of four parts:a bufferExamples of a buffer As you mentioned,prompt delivery is so important that we have been making every effort to accomplish it.We appreciate your writing to us about the quality of our products.Approaches to organizing BW第51页/共58页OverviewOverview2.Indirectness in bad news messagesAn indirect order
