商务英语写作版ppt课件.ppt

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1、高等学校英语拓展系列教程高等学校英语拓展系列教程主 编：胡英坤 车丽娟外语教学与研究出版社外语教学与研究出版社Chapter 1An Overview of Business Writing商务写作概述An Overview of Business WritingChapter1Every 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 respo

2、nse from the reader.Chapter1Contents of this chapterI. Functions of Business WritingII. Six CsCriteria and Techniques for Effective Business WritingIII. More Criteria and Techniques for Effective Business Writing IV. Approaches to Organizing Business Writing V. Avoid Sentence Faults (additional)An O

3、verview of Business WritingChapter1I. Functions of Business WritingBusiness writing has two functions:1. To informAn Overview of Business Writing2. To persuadeChapter11. To informAn Overview of Business WritingMessages to inform are used to convey the vast amount of information needed to complete th

4、e day-to-day operations of the business. The purpose is to have the receiver understand a body of information and concentrate on the logical presentation of the contents.Chapter1An Overview of Business WritingIn addition to providing information, some business messages also influence the readers att

5、itudes and actions. 2. To persuadeChapter1II. Six CsCriteria and Techniques for Effective Business WritingAn Overview of Business Writing1. Courtesy2. Correctness3. Conciseness4. Clarity5. Concreteness6. CompletenessChapter1An Overview of Business WritingBeing courtesy we mean treating people with r

6、espect and friendly human concern. Courtesy usually involves three aspects: Using you-viewpoint Taking a positive tone Being conversational1. CourtesyChapter1An Overview of Business WritingYou-viewpoint writing emphasizes the readers interest and concerns. It emphasizes “you” and “your” and de-empha

7、sizes “we” and “our”. Using you-viewpoint1. CourtesyChapter1An Overview of Business Writing A large sale of our products will make our company more profitable. A good sale of the products will benefit you. We are in need of fund and you must pay To maintain your excellent credit, please remit We can

8、 not offer you any refund You could obtain a refund if Obviously you forget telling us the color Please indicate your choice of colorExamples of using you-viewpoint1. CourtesyChapter1An Overview of Business WritingExamples of using you-viewpointWe-view point 1. I am happy to report 2. We are please

9、to have your new account. 3. We make Willet razor in three weightslight, medium, and heavy.You viewpoint 1. You will happy to know2. 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 thre

10、e weightslight, medium, and heavy.1. CourtesyChapter1An Overview of Business WritingPositive words emphasize the pleasant aspects the goal and tend to put the reader in the right frame of mind. Negative words tend to produce the opposite effect. Taking a positive toneThink of examples of negative la

11、nguage you have heard that could be easily be stated using positive words. 1. CourtesyChapter1An Overview of Business Writing We cannot understand why you have had trouble with these articles. () We presume that there must be some reasons for you having trouble with these articles. () We wont be abl

12、e to send you the brochure this month. () We will send you the brochure next month. () Your letter is not clear at all. I cant understand it. () If I understand your letter correctly ()Examples of taking a positive tone1. CourtesyChapter1An Overview of Business Writinga. State ideas using positive l

13、anguageTaking a positive tone Dont forget to submit your report We cant ship your goods until You neglect to indicate the specification Remember to submit You will receive your goods Please send the complete specification 1. CourtesyChapter1An Overview of Business Writingb. Avoid using second person

14、 when stating negative ideasTaking a positive tone You made numerous mistakes on this page. () This page contain numerous mistakes. () You keyed a perfect copy. ()1. CourtesyChapter1An Overview of Business Writingc. Use passive voice to convey negative ideasTaking a positive tone Suburo did not proo

15、fread this proposal carefully. Suburo completed the job two months behind the schedule. Suburo completed the job two months ahead of the schedule. The proposal was not proofread carefully. The job was completed two months behind the schedule. The job was completed two months ahead of the schedule.1.

16、 CourtesyChapter1An Overview of Business Writingd. Use the subjunctive moodTaking a positive toneNegative 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 meet

17、ing on1. CourtesyChapter1An Overview of Business Writinge. Include a pleasant statement in the same sentenceTaking a positive tone Your personal ratings for communication ability were satisfactory. Your personal ratings for communication ability were satisfactory, but your rate for technical compete

18、nce was excellent.1. CourtesyChapter1An Overview of Business WritingIn a good letter a conversation is held. The reader should be made to forget that he/she is reading a letter. Being conversational It leaves a favorable impression on people. It is also the language we use most and understand best.

19、1. CourtesyChapter1An Overview of Business WritingCorrect grammar, punctuation and spelling are basic requirements for business writing.Correctness means choosing the correct level of language, and using accurate information and data.2. CorrectnessChapter1An Overview of Business Writing Enclosed is

20、the copy of receipt. () Enclosed is a copy of the receipt. () I am looking for another sales channels. () I am looking for other sales channels. ()Examples2. CorrectnessChapter1An Overview of Business Writing1. with pronounsOur competitors were most successful than ours (us). 2. with adjectivesThe t

21、wo first (first two) items are not available.3. with articleWe are interested in same (the same). Examples2. CorrectnessChapter1An Overview of Business Writing4. with verbsNeither of the offers are (is) acceptable.A block of flats are (is) being built.5. with adverbsWe had a quite (quite a) successf

22、ul meeting.6. with conjunctionsHe not only built (built not only) houses, but also flats.Examples2. CorrectnessChapter1An Overview of Business Writing7. with participlesWhile studying the report, the telephone rang. (insert “I was” between while and studying)ExamplesSpecial attention should also be

23、paid to names of article, specifications, quantity, figures, units, etc.2. CorrectnessChapter1An Overview of Business WritingConciseness means to write in the fewest possible words without sacrificing completeness and courtesy.Conciseness will give emphasis to your message.3. ConcisenessChapter1An O

24、verview of Business Writing1. Eliminate redundancies Redundancy: a phrase in which one word unnecessarily repeat an idea contained in an companying word, such as exactly identical, past history, advance forward, brief summary, honest truth, hot water heater. How to communicate concisely?3. Concisene

25、ssChapter1An Overview of Business Writing2. 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 prefixes7. Use

26、 compound adjectives How to communicate concisely?3. ConcisenessChapter1An Overview of Business Writing We do not anticipate any increase in prices in the near future. () We do not expect prices to rise soon. () Owing to the fact that your competitors price is much lower than yours, we cannot accept

27、 your offer. () Because your competitors price is much lower than yours, we cannot accept your offer. ()Examples3. ConcisenessChapter1An Overview of Business WritingShorten wordy expressions.We have begun to export our machines to countries abroad.n Exercises3. ConcisenessKey: We have begun to expor

28、t our machines. Chapter1An Overview of Business WritingUse words to replace phrases or clauses.1. In the event that you speak to Mr. Wood in regard to production, ask him to give consideration to the delivery schedule.2. We require furniture which is of the new type.3. ConcisenessKey: 1. If you spea

29、k to Mr. Wood about production, ask him to consider the delivery schedule.2. We require new-type furniture.n ExercisesChapter1An Overview of Business WritingBusiness writing should be vivid, specific and concrete rather than vague, general and abstract, especially when the writer are requiring a res

30、ponse, trying to solve a problem, making an offer or acceptance, etc.4. ClarityChapter1An Overview of Business Writing They have a decided advantage in regard to freight. () They have a decided advantage in regard to freight charges. () They informed Messrs. Smith and Richardson that they would rece

31、ive an answer in a few days. () They informed Messrs. Smith and Richardson that the latter would receive an answer in a few days. ()Examples4. ClarityChapter1An Overview of Business WritingClarity tells the reader exactly what the author wants and needs to know, using words and a format that make th

32、e writings totally understood. Familiar words and simple sentences rather than difficult words and complex sentences are preferred for this purpose.4. ClarityChapter1An Overview of Business Writing Our apples are excellent. () Our apples are juicy, crispy and tender. () Smithton Company is our big b

33、uyer. () Smithton Company did more than one million USD worth of business with us in 2005. ()Examples5. ConcretenessChapter1An Overview of Business Writing These brakes can stop a car within a short distance. () These Goodson power brakes can stop a 2-ton car within 24 feet. () A decision has been m

34、ade to set up an office in Osaka. () The board of directors decoded to set up an office in Osaka. ()Examples5. ConcretenessChapter1An Overview of Business WritingAll the necessary information and data should be included in the message because they can help the sender get the receivers responses and

35、achieve desired objective.An incomplete message may result in loss of goodwill, sales, and valued customers, and requires more time in trying to make sense out of it.6. CompletenessChapter1An Overview of Business WritingSuppose you are writing a letter to your supplier telling him that his goods wer

36、e not delivered on time. What kind of information should you include in your letter?6. Completenessn ExercisesChapter1An Overview of Business WritingRemind him of his promise of timely delivery.Key:Inform him what losses this has caused you.Ask for compensation if there is any agreement on that.Expe

37、ct no such thing will happen again.6. CompletenessChapter1III. More Criteria and Techniques for Effective Business Writing An Overview of Business Writing1. Singling out your reader2. Using the readers name3. Building goodwill4. Avoiding angerChapter1An Overview of Business WritingTo single out your

38、 reader in a letter, you should write for his/her particular situation. What you say throughout the letter should make it clear that the reader is getting individual treatment. 1. Singling out your readerChapter1An Overview of Business WritingIt makes the reader feel that his/her identity as an indi

39、vidual is recognized. Use it once or twice in the letter, but no so often.2. Using the readers nameChapter1An Overview of Business WritingOne sure way to build goodwill is to do a little more than you have to do for your reader. In a refusal letter, it will make the reader feel much more comfortable

40、 if you explain and justify your refusal. 3. Building goodwillChapter1An Overview of Business WritingAnger destroys goodwill. Most comments made in anger do not provide needed information. The effect of angry words is to make the reader angry. As a result, you can neither get the business done, nor

41、maintaining good relationships. 4. Avoiding angerChapter1IV. Approaches to Organizing Business WritingAn Overview of Business Writing1. Directness in good news and routine messages2. Indirectness in bad news messages3. Indirectness in persuasionChapter1An Overview of Business WritingGood news or rou

42、tine messages follow a direct orderthe message begins with the main idea. To present good news or routine messages deductively, begin with the major idea, followed by supporting details, and end with goodwill. 1. Directness in good news and routine messagesChapter1An Overview of Business WritingAn i

43、ndirect order consists of four parts:A buffer;The reasons supporting the negative decision;A clear, diplomatic statement of the negative decision;A helpful, friendly and positive close.2. Indirectness in bad news messagesChapter1An Overview of Business WritingExamples of a buffer As you mentioned, p

44、rompt 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.2. Indirectness in bad news messagesChapter1An Overview of Business WritingReasons supporting the negative decision As you know, supplying best qu

45、ality products and services is our companys policy. We appreciate your writing to us about the quality of our products.2. Indirectness in bad news messagesChapter1An Overview of Business WritingExamples of a clear, diplomatic statement of the negative decision For this reason we can only offer the r

46、etail price. Compare: cannot grant the discount as requested We find it difficult to ship the goods before Christmas. Compare: cannot ship2. Indirectness in bad news messagesChapter1An Overview of Business WritingExamples of a helpful, friendly and positive close Thank you again for your cooperation

47、 in this matter. It would be possible for you to obtain a trade discount of 2% if payment is made on a cash basis.2. Indirectness in bad news messagesChapter1An Overview of Business WritingPersuasion means reasoning with the readerpresenting facts with logic that support the case. Open with words th

48、at set up the strategy. Then present the strategy (the persuasion). End the letter by describing precisely what you would like to do or have the reader do.3. Indirectness in persuasionChapter1An Overview of Business WritingV. Avoid Sentence Faults (additional)Avoid fragments（不完整的句子）Avoid comma splic

49、es（逗号拼接）Avoid run-on sentences（连写句）Chapter1An Overview of Business WritingA sentence fragment lacks either a subject (actor) or verb (action). Examples: My research report in business communication took a long time to prepare. And turned out badly. () My research report in business communication too

50、k a long time to prepare, but it turned out badly. ()1. Avoid fragments（不完整的句子）（不完整的句子）Chapter1An Overview of Business WritingA comma splice results when two sentences are incorrectly joined or spliced together with a comma. Examples: Profits were down in 2005, the Board blamed the recession. () Pro