剑桥商务英语高级写作.pptx

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1、bec writing(p 64)composition-report(module7.2,p72)-letter(module6.3,p64)-proposal(module10.2,p102)describingagraph第1页/共80页Report writingFormat:title,date,introduction,findings,conclusion,recommendations.Wordlimit:200-250(longerthanthereportwewrotelastterm)Lengthofthereportwhatitshouldcontainwhoisitw

2、rittenforhowisitorganizedstyleandtone第2页/共80页Organization of reports第3页/共80页第4页/共80页Report OrganizationIntroduction(Purpose)-Findings-Conclusion-RecommendationsIntroduction(Purpose)Alwaysbeginbytellingreaderswhyyouarewritingandbyalertingthemtowhatyouwilldiscussandwhyitissignificant.Giveyourreadersas

3、ummaryofkeyeventsanddetailsatthebeginningtohelpthemfollowtheremainderofthereportquickly.Whenyouestablishthescope(orlimits)ofyourreport,youhelpreaderszeroinonspecifictimes,places,procedures,orproblems.第5页/共80页Report OrganizationFindingsThisshouldbethelongestpartofyourreportandcontainthedatayouhavecol

4、lectedfactsaboutprices,personnel,equipment,events,locations,incidents,ortests.Gatherthedatafromyourresearch;personalobservations;interviews;and/orconversationswithco-workers,employers,orclients.Again,remembertochooseonlythosedetailsthatareofmostimportancetoyourreader.第6页/共80页Report OrganizationConcl

5、usionYourconclusiontellsreaders whatyourdatameans.Aconclusioncansummarizewhathashappened;reviewwhatactionsweretaken;orexplaintheoutcomeorresultsofatest,avisit,oraprogram.第7页/共80页Report OrganizationRecommendationsArecommendationinformsreaderswhatspecificactionsyouthinkyourcompanyorclientshouldtakemar

6、ketanewproduct,hiremorestaff,institutesafetymeasures,selectamongalternativeplansorprocedures,andsoon.Recommendationsmustbebasedonthedatayoucollectedandtheconclusionsyouhavereached.Theyneedtoshowhowallthepiecesfittogether.第8页/共80页exercise p 72goodpoints:clearlyorganized;addressallthepointsrequestedba

7、dpoints:noclearrecommendation;tooinformalstyle;nolinkingphrases第9页/共80页Report SampleFenway SoftwareIntroductionThis report aims to analyze the number of visitors to the company website in the last three months and propose a marketing strategy for the next three months.FindingsOver the last three mon

8、ths,the number of visitors has increased by 650 from 2300 to 2950.The reason for this is twofold.Firstly,we began to circulate newsletters for subscribers in March;secondly,we organized,in May,a contest on our services,which turned out to be quite popular among subscribers.Date:16 April 2010Report o

9、n:Company Website Traffic and Marketing Strategy第10页/共80页Report SampleFenway SoftwareConclusionIt was concluded that the increase in visitors is more attributable to newsletter circulation and contest organization than to banner advertising.RecommendationsNewsletters and contests were felt to be fai

10、rly effective in increasing visitors.I recommend that we step up our efforts in newsletter spread and contest organization and cut the budget on banner advertising or switch to search engine marketing for a trial in the three months that follow.With regard to costs,banners on other sites have not ge

11、nerated the desired result because very few people clicked those banners and got linked to our website,though we spent 3,200 on that in May.On the other hand,the monthly newsletters I emailed to subscribers seemed to have worked very well and,more importantly,they did not cost anything save my time.

12、第11页/共80页Complaint LetterWhenwritingacomplaintletter,avoidthefollowing:namecallingsarcasminsultsthreatsemotion-chargedwordsintimidatingtypefonts(e.g.,allcapitalletters)第12页/共80页Complaint Letter 1.Begin with a detailed description of the product or service.Givetheappropriatemodelandserialnumbers,size

13、,quantity,color,andcost.Specifycheckandinvoicenumbers.Indicatewhen,where(specificaddress),andhow(throughavendor,theInternet,atastore)youpurchaseditandalsotheremainingwarranty.Ifyouarecomplainingaboutaservice,givethenameofthecompany,thedateoftheservice,thepersonnelprovidingit,andtheirexactduties.第13页

14、/共80页Complaint Letter 2.State exactly what is wrong with the product or service.Preciseinformationwillenablethereadertounderstandandactonyourcomplaint.Howmanytimesdidtheproductworkbeforeitstopped?Whatpartsweremalfunctioning?Whatpartsofajobwerenotdoneorweredonepoorly?Whendidallthishappen?Howmanytimes

15、?Whereandhowwereyouinconvenienced?第14页/共80页Complaint Letter 3.Briefly describe the inconvenience you have experienced.Showthatyourproblemsweredirectlycausedbythedefectiveproductorservice.Tobuildyourcase,giveprecisedetailsaboutthetimeandmoneyyoulost.Dontjustsayyouhad“numerousdifficulties.”Didyouhavet

16、opayamechanictofixyourcarwhenitwasstalledontheroad?DidyouhavetobuyanewprinterorDVDplayer?Whereappropriate,refertoanyprevioustelephonecalls,e-mails,orletters.Givethenamesofthepeopleyouhavewrittentoorspokenwithandthedates.第15页/共80页Complaint Letter 4.Indicate precisely what you want done.Donotsimplywri

17、tethatyou“wantsomethingdone.”Statepreciselythatyouwantoneormoreofthefollowing:yourpurchasepricerefundedyourmodelrepairedorreplacedacompletelynewrepaircrewprovidedanapologyfromthecompanyfordiscourteoustreatment第16页/共80页Complaint Letter 5.Ask for prompt handling of your claim.Inyourconcludingparagraph

18、,askthereadertoansweranyquestionyoumayhave(suchasfindingoutwherecallscamefromthatyouwerebilledforbutdidnotmake).Youmightevenspecifyareasonabletimebywhichyouwanttohearfromthereaderorneedtheproblemfixed.第17页/共80页Sample Complaint Letter第18页/共80页Sample Complaint Letter第19页/共80页Typical Topics for Interna

19、l Proposalspurchasingnewormoreadvancedequipmenttoreplaceobsoleteorinefficientcomputers,transducers,robots,andthelike,orupgradingequipmentobtainingdocumentsecuritysoftwareandofferingtrainingsessionstoshowemployeeshowtouseitrecruitingnewemployeesorretrainingcurrentonesonanewtechniqueorprocesseliminati

20、ngadangerousconditionorreducinganenvironmentalrisktopreventaccidentsforemployees,customers,orthecommunityatlargeimprovingtechnology/communicationwithinorbetweendepartmentsofacompanyoragencyexpandingworkspaceormakingitgreener,moreprivate,ergonomicallybeneficialtoemployees,ormoreinvitingtocustomers第20

21、页/共80页Proposal OrganizationPurpose(Introduction)-Problem-Solution-ConclusionThe PurposeBeginyourproposalwithabriefstatementofwhyyouarewritingtoyoursupervisor.Staterightawaywhyyouthinkaspecificchangeisnecessarynow.Thensuccinctlydefinetheproblemandemphasizethatyourplan,ifapprovedbythereader,willsolvet

22、hatproblem.第21页/共80页Proposal OrganizationThe ProblemProvethataproblemexists.Documentitsimportanceforyourbossandyourcompany;asamatteroffact,themoreyoushow,withconcreteevidence,howtheproblemaffectsthebossswork(andareaofsupervision),themorelikelyyouaretopersuadehimorhertoact.Herearesomeguidelinesfordoc

23、umentingaproblem.第22页/共80页Proposal OrganizationAvoidvague(andunsupported)generalizationssuchas“Werelosingmoneyeachdaywiththisprocedure(pieceofequipment)”;“Numerouscomplaintshavecomein”;“Ifsomethingisntdonesoon,moreproblemswillresult.”Providequantifiabledetailsabouttheproblem,suchastheamountofmoneyor

24、timeacompanyisactuallylosingperday,week,ormonth.Indicatehowmanyemployees(orworkhours)areinvolvedorhowmanycustomersareinconveniencedorendangeredbyaprocedureorcondition.Verifyhowwidespreadaproblemisorhowfrequentlyitoccursbycitingspecificoccasions.Relatetheproblemtoanorganizationsimage,corporatereputat

25、ion,orinfluence(whereappropriate).Pinpointexactlyhowandwheretheproblemlessensyourcompanyseffectivenessorhurtsitsstandinginthemarket.Indicatewhoisaffectedandhowtheproblemaffectsyourcompanysbusinesscommunity.第23页/共80页Proposal Organization The Solution or PlanInthissectiondescribehowyouaretomakethechan

26、geyouproposeandwantapprovedanddemonstratethelikelihoodofitssuccess.Yourreaderwillagainexpecttofindfactualevidence.Bespecific.Supplydetailsthatanswerthefollowingquestions:(1)Istheplanworkablecanitbeaccomplishedhereinourofficeorplant?(2)Isitcost-effectivewillitreallysaveusmoneyinthelongrunandnotleadto

27、evengreaterexpenses?第24页/共80页Proposal Organization Forexample,ifyouproposethatyourfirmbuyanewpieceofequipment,Supplythedealersname,thecosts,majorconditionsofserviceandtrainingcontracts,andwarranties.Describehowyourfirmcouldusetheequipmenttoobtainbetterorquickerresultsinthefuture.Documentspecifictask

28、sthenewequipmentcanperformmoreefficientlyatalowercostthantheequipmentnowinuse.第25页/共80页Proposal OrganizationAproposal to change a procedure mustaddressthefollowingquestions.Howdoesthenew(orrevised)procedurework?Howmanyemployeesorcustomerswillbeaffectedbyit?Whenwillitgointooperation?Howmuchwillitcost

29、theemployertochangeprocedures?Whatdelaysorlossesinbusinessmightbeexpectedwhilethecompanyswitchesfromoneproceduretoanother?Whatemployees,equipment,orlocationsarealreadyavailabletoaccomplishthechange?第26页/共80页Proposal OrganizationThe ConclusionYourconclusionshouldbeshortaparagraphortwoatthemost.Remind

30、readersthat(a)theproblemisongoingandserious,(b)thereasonforchangeisjustifiedandwillbebeneficialtoyourorganization,and(c)actionneedstobetaken.Reemphasizethemostimportantbenefits.第27页/共80页Sample Proposal第28页/共80页Sample ProposalIntroductionTheaimofthisproposalistoexaminehowtosavetheimageofourcompanywhe

31、nitisinvolvedinbadpublicityandtoproposewhatactionshallbetakentofixthisproblem.Statement of the ProblemUnfortunately,awhistle-blowerrecentlywrotealettertothelocalnewspaper,accusingourcompanyoflaunchinganewcosmeticproductthatcontainedillegalchemicalingredientshazardoustothehealthofthecustomers.Thelett

32、erreportedingreatdetailhowcustomersmightbenegativelyaffectedwhenapplyingthisproduct.第29页/共80页Sample ProposalInthissituation,wehavetofacetheproblemofpossiblylosingthetrustofourcustomersandconsequentlysufferingasharpdecreaseinsalesandprofits.Proposed SolutionsItisrecommendedthatweaddressthebadpublicit

33、yissuebysendingthenewproductsampletotheProductSafetyQualitySupervisionandInspectionCenterforprofessionaltestingandqualityassurance.Inthemeantime,weneedtoinvitesomeinfluentiallocalmedia,includingthenewspaperthatreceivedtheletter,tofollowuptheeventandtestifythatourproductiscompletelyfreeofanyunhealthy

34、chemicals.ThisPRcampaignwillsurelycostourcompanyabigfortuneanddisruptournormalworkroutines.However,consideringtheurgencyofthematterandthepotentialthreatitmayposetotheimageofourcompany,weshallwastenotimeinorganizinganad-hocgroupconsistingofmembersfromPR,marketing,sales,etc.tohandlethisproblem.第30页/共8

35、0页Sample ProposalConclusionTosumup,itisimportantthatweimplementthePRcampaignimmediatelytokeepundercontroltheriskofhavingourcorporateimagedamagedbytheeventandmitigateasmuchaspossiblethebadinfluenceitmaybringtoourcustomers.第31页/共80页exercise p 102claudia:good:welllaidoutandorganized;clearidentificiatio

36、nofmainproblems;toneisappropriate;gooduseoflanguageandexpressionsbad:onlyoneconcreteproposal(headphones)otherwiseaddnothingusefultothediscussion,ieitdoesntreallyanswerthemanagersrequestDavid:good:examplesgivenaremoreconcreteandtherecommendationsaremorethoughtful/original,useful.Thetoneislessformalbu

37、tacceptablebad:notlaidoutquitesoclearly;useofnumberingandbulletpointswouldhelpthereadergreatly.Alsoitisnotclearifhehasconsultedotherstaff-usingIintheopeningsentenceisstaylisticallywrong(twosubjective)claudia:good:well laid out and organized;clear identificiation of main problems;tone is appropriate;

38、good use of language and expressionsbad:only one concrete proposal(headphones)otherwise add nothing useful to the discussion,ie it doesnt really answer the managers request David:good:examples given are more concrete and the recommendations are more thoughtful/original,useful.The tone is less formal

39、 but acceptable bad:not laid out quite so clearly;use of numbering and bullet points would help the reader greatly.Also it is not clear if he has consulted other staff-using I in the opening sentence is staylistically wrong(two subjective)第32页/共80页Describing performanceTimephrasesVerbsNounsPrepositi

40、onsQualifiersCauseandresult第33页/共80页Adj:typical,upward,sharp,current,strong,recentAdverbs:fairly,predictably,finallyVerbs:go,take off,soar,fall,double,peak,collapseNouns:trend,gains,level,losses,recovery,valuePrepositions with time phrases:over the last twelve months,in the first six months,by Decem

41、ber last year,in January,by May,in the last four weeksPrepositions with figures:from,to almost/over,at nearly/just over,by nearly,down almost第34页/共80页Describing Graphs(1)(2)第35页/共80页Describing Graphs(1)topeak/reach(2)toleveloffahigh(peak)of第36页/共80页Describing Graphs(3)(4)第37页/共80页Describing Graphs(3

42、)torise/climb/pickup/ageneralupwardtrend(4)tofall/drop/collapse/plummet/bottomout第38页/共80页Describing Graphs(5)(6)第39页/共80页Describing Graphs(5)toshootup/takeoff/soar/rocket(6)torecover/improvearecovery/improvement第40页/共80页Describing Graphs(7)第41页/共80页Describing Graphs(7)tofluctuate第42页/共80页Describing

43、 Trends or Movements in Graphs 第43页/共80页Describing Trends or Movements in Graphs 第44页/共80页Describing Trends or Movements in Graphs 第45页/共80页Describing Trends or Movements in Graphs 第46页/共80页Describing Trends or Movements in Graphs 第47页/共80页Describing Trends or Movements in Graphs 第48页/共80页Ex 2 descr

44、ibing performanceIntroduction(whatisitabout?Timephrases,generaltrend)Details(followthetimeline,whathappened,noticeableperiod,reason,analysis)Tense:simplepast(exceptthatitisaforecastgraph/chart)第49页/共80页Listening AveragegrowthinsalesoverthelasttwoyearsandtherelativelystablestateofmarketThelaunchofthe

45、newslow-releaseversionofthedrugBayerhavingdistributionproblemsJustaseasonalfactorThelaunchcampaignofthenewversionofthedrug第50页/共80页Presenting figuresPresentationstructure:GreetingIntroduction/overviewMainbodyofpresentation(referringtoanychart,graphsetc)ConcludingcommentsInvitequestionsThankaudience第

46、51页/共80页Hello,everyone.Thankyouforcoming.Idliketopresenttoyoutodaytheresultsforsalesofforeignlanguagephrasebooksoverthepastyear.Ivepreparedagraphwhichshowsthedevelopment.Asyoucanseesalesroserapidlyoverthefirstsixmonthsleadinguptothesummerholidayperiodreachingapeakofnearly$30millioninJuly.BySeptember

47、theyhadfallenbacktoaround$12million,buttheypickedupagaininNovember.Whatwasthereasonforthisriselateintheyear?ItwasinfactbecauseweareduetolaunchourneweditionsinJanuaryandwewantedtoclearouttheoldstock.Asaresult,weputonsale(upto50%discount)atallthemajorbookshops.Ihopethathasgivenyouaclearpictureofsaleso

48、vertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.第52页/共80页Hello,everyone.Thankyouforcoming.IdliketopresenttoyoutodaytheresultsforsalesofholidaystoSwitzerlandoverthepastyear.Ivepreparedagraphwhichshowsthedevelopment.Asyoucanseesalesdroppedsharplyfrom$32mto$19mfromJanuarytoMayandpickedu

49、pslightlyto$24minJuly.ThereasonbehindthisgrowthisthatMayandJuneisgenerallythebesttimetotravelinSwitzerland.However,theystartedtofallagainandbyNov,thesalesreachedtheirlowestlevelof$7m.Whatwasthereasonforthisgeneraldownwardtrendthisyear?ItwasinfactduetotheeconomiccrisisinEuropewhichmadepeoplebecomemor

50、ecautiousaboutspendingmoneyonholidays.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.第53页/共80页Describing graphsExam focus:writing test part one P 66Candidates write a 120-140 word report describing trends.The task tests concise writing skills