商务英语写作第一章ppt课件

Chapter1AnOverviewofBusinessWritingWhatisBusinessEnglish?ItisapartofEnglishforSpecificPurposes(ESP)isEnglishusedinbusinesscontext.isespeciallyrelatedtointernationaltradeWhatisthemostimportantskillinbusinesspractices?CommunicationCOMMUNICATIONOralWrittenNon-verbal非语言交际LietoMeBusinessEnglishWritingSYLLABUS&REQUIREMENTSEverychapter-2hoursScore:Finalexam60%Performance40%Attendance(10%):absent-3/late-5Classactivity(10%)Homework(20%)Readnewsormaterialsabouteconomy;writeEnglisheconomicreporteverymonth.Warm-upFunctionsofBusinessWritingCriteriaforeffectivebusinesswritingMoreCriteriaandTechniquesApproachestoorganizingbusinesswritingPartOnePartTwoPartThreePartFourPartFiveContentsOverviewAgreatdealofbusinessistransactedinwriting.Effectivebusinesswriterscanpromotegoodrelationswithcustomers,employeesandthegeneralpublic.Thentheycanhelptoincreasetheircompany’ssalesandprofits.Proficiencyinwritinggivesoneapersonaladvantageinbusiness;andcontributessubstantiallytoone’sself-confidence.Whytheabilitytowriteeffectivelyisavaluablebusinessasset?Overviewpage1Businesswritinghasthreefunctions:toinform:topersuadetoentertainWhatarethefunctionsofbusinesswriting?Page1,para2OverviewPage1-2Businesswritinghasthreefunctions:Toinform:youexplainsomethingortellreaderssomething/provideinformationTopersuade:youwanttoinfluencethereader’sattitudesandwantthemtoact.Toentertain:tobuildgoodwill（建立友善关系/良好的信誉）;youcreateagoodimageofyourselfandofyourorganization-thekindofimagethatmakespeoplewanttodobusinesswithyouFunctionsofbusinesswritingOverviewPage1-2Mostmessageshavemultiplepurposes.Whenyouansweraquestion,you’reinforming,butyoualsowanttobuildgoodwillbysuggestingthatyou’recompetentandperceptiveandthatyouransweriscorrectandcomplete.FunctionsofbusinesswritingExample1Inform,buildgoodwillInform,persuadegoodcandidatestoapply;buildgoodwill(jobdutiesmatchlevel,pay)InformbuildgoodwillDocumentDescriptionofdocumentPurpose(s)ofdocumentClaimsadjustment理赔LettergrantingordenyingcustomerrequesttobegivencreditfordefectivegoodsJobdescription岗位责任说明Descriptionofqualificationsanddutiesofeachjob.Usedforperformanceappraisals绩效考核,settingsalaries薪资设定,andforhiring10-Kreport年度财务报表AForm10-KisanannualreportrequiredbytheU.S.SecuritiesandExchangeCommission(SEC美国证券交易委员会),thatgivesacomprehensivesummaryofacompany'sfinancialperformance.Thank-youletter感谢信Lettertosuppliers,customers,orotherpeoplewhohavehelpedindividualsorthecompanyOverviewAsuccessfulbusinessmessage:thereceiverinterpretsthemsgasthesenderintendedit.itachievesthesender’spurposes.CriteriaforeffectivebusinesswritingOverview6C’sprinciples1.Courtesy---------------礼貌2.Correctness------------正确3.Conciseness------------简洁4.Clarity------------------清楚5.Concreteness----------具体6.Completeness----------完整Criteriaforeffectivebusinesswriting6C’sprinciplestreatingpeoplewithrespectandfriendlyhumanconcernBeingverypolite,eveninaskingtheaddresseetopaybackthedebtsorrefusinghisdemands,yourletterstillshouldbeverymildandtactful.Beingpromptinreplyingtotheoppositepart’sletter.Thereplyshouldusuallybesentonthesameday.Ifitisimpossibleforyoutogiveapromptreplyindetailonthesameday,youshouldwriteashortnotetotheclientexplainingwhy.CourtesybookExample2DearSirs,wearesorryyouhavemisunderstoodus.()DearsSirs,wearesorrywedidn’tmakeourselvesclear.()Wecannotunderstandwhyyouhavehadtroublewiththesearticles.()Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.()×√×√OverviewCourtesyusuallyinvolvesthreeaspectsUsingyou-viewpointTakingapositivetoneBeingconversationalCourtesyOverviewYou-viewpoint(you-attitude你式写法)buildinggoodwill:focusinterestonthereader/forpersuasionandforinfluencingpeoplefavorably/emphasize“you”and“your”,de-emphasize“we”and“our”;notjustusingsecondpronouns,butplacingthereaderinthecenterofthings；Readyourmsg.overasifyouwereinyourreadersshoes.Whenyouuseyou-viewpointinwriting,avoidinsincerity/usingitforgoodgoals.CourtesyDifferentAttitudesWe/IattitudeYouattitudeAlargesaleofourproductswillmakeourcompanymoreprofitable.Weareinneedoffundandyoumustpay…Wecannotofferyouanyrefund…Obviouslyyouforgettellingusthecolor…AgoodsaleoftheproductswillbenefityouTomaintainyourexcellentcredit,pleaseremit…Youcouldobtainarefundif…Pleaseindicateyourchoiceofcolor…OverviewAccentonPositiveLanguagePositivewordsemphasizethepleasantaspectsofthegoalandtendtoputthereaderintherightframeofmind.Theyalsocreatethegoodwillatmosphere.CourtesyOverviewAccentonPositiveLanguageStateideasusingpositivelanguageCourtesyDon’tforgettosubmityourreport…Wecan’tshipyourgoodsuntil…YouneglecttoindicatethespecificationRemembertosubmit.Youwillreceiveyourgoods…PleasesendthecompletespecificationOverviewAccentonPositiveLanguageAvoidusingsecondpersonpronounswhenstatingnegativeideasE.g.—Youmadenumerousmistakesonthispage.—Thispagecontainsnumerousmistakes.CourtesyOverviewAccentonPositiveLanguageUsepassivevoicetoconveynegativeideasCourtesy—Susandidnotproofreadthisproposalcarefully.—Susancompletedthejobtwomonthsbehindtheschedule.—Theproposalwasnotproofreadcarefully.—Thejobwascompletedtwomonthsbehindtheschedule.OverviewAccentonPositiveLanguageUsethesubjunctivemoodCourtesyNegative—Icannotaccepttherecommendation.—Iamnotabletoacceptyourinvitation.subjunctivemood—IwishIcouldaccepttherecommendation.—IcouldacceptyourinvitationifIweretocancelmymeetingon…OverviewAccentonPositiveLanguageIncludeapleasantstatementinthesamesentenceE.g.—Yourpersonalratingsforcommunicationabilityweresatisfactory.—Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetencewasexcellent.CourtesyOverviewConversationalStyle:warmandnaturallanguage.Whateveryoutalkaboutintheletters,thelanguageyouuseshouldbethesameasifyoumetthepersononthestreet,athome,orintheoffice.CourtesyPage56C’sprinciplescorrectgrammar,punctuationandspelling;choosingthecorrectleveloflanguageandusingaccurateinformationanddata.CorrectnessExample3Enclosedisthecopyofreceipt.()Enclosedisacopyofthereceipt.()Iamlookingforanothersaleschannels.()Iamlookingforothersaleschannels.()Profitsweredownin1998,theBoardblamedtherecession.()×√×√×Commasplice逗号连接6C’sprinciplestowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesySuggestions:ShortenoromitwordsorexpressionsIncludeonlyrelevantfactsAvoidunnecessaryrepetitionConcisenessShortenoromitwordsorexpressionsIfpossible,awordshouldbeusedinsteadofaphrase,aphraseinsteadofaclause,aclauseinsteadofasentence,andasentenceinsteadofaparagraph.ClutteringPhrasesShortersubstitutionsatthepresenttimenowforthepurposeofforforthereasonthatsince,as,becauseInthenearfuturesoonInviewofthefactthatSince,becausePriortothestartbeforeAdraftintheamountofUSD1000AdraftforUSD1000ShortenoromitwordsorexpressionsInaddition,weshouldalsoeliminatesurpluswords.WithsurpluswordsEliminatesurpluswordsThereare5rulesthatshouldbeobserve5rulesshouldbeobservedIntheperiodbetweenJuneandAugusttheyfoundtheerrorBetweenJuneandAugusttheyfoundtheerrorItcameatatimewhenwewerebusyItcamewhenwewerebusyHisperformancewasgoodenoughtoenablehimtoqualifyforthepromotionHisperformancewasgoodenoughtoqualifyforthepromotionLeatherdepreciatesinvalueslowlyLeatherdepreciatesslowlyWewillshiptheseshoesatalaterdateWewillshiptheseshoeslaterAsamatterofinterest,IaminterestedinlearningyourplanIaminterestedinlearningyourplan.IncludeonlyrelevantfactsTheeffectiveconcisemessageshouldomitnotonlyunnecessarywordyexpressionsbutalsoirrelevantmaterial.Tomakesureyouincludeonlyrelevantfacts,youshould:SticktothepurposeofyourwritingOmitinformationobvioustoyourreaderAvoidunnecessarybackgroundmaterialorexplanations,excessiveadjectives,pompouswords.AvoidunnecessaryrepetitionSometimesrepetitionisnecessaryforemphasis.Butifthesamethingissaidseveraltimeswithoutreason,themessagebecomesboring.Thefollowingare3waystopreventunnecessaryrepetition.Useashorternameafteryouhavementionedthelongoneonce.Usepronounsandinitialsratherthanrepeatinglongnames.Getridofallneedlessrepetitionofphrasesandsentences.1.UseChinaTelecomtoindicateChinaTelecommunicationsCompanywhenthelatteronehasbeenmentionedbefore.2.InsteadofFirstAutomobileWorksagainandagain,useitorFAW.6C’sprinciplesshortfamiliarwordsandsimpleshortsentencesarebetter.(yourwritingsaretotallyunderstoodwithjustonereading.)Suggestions:Chooseproper,shortandfamiliarwordsMakeideasclearUseshortsentencesHaveparagraphsofsuitablelengthClarityChooseproper,shortandfamiliarwordsChooseproperwordstomakethemessageeasytounderstand,e.g.:AstothesteamerssailingfromHongKongtoSanFrancisco,wehavebimonthlydirectservices()WehavetwodirectsailingseverymonthformHongKongtoSanFrancisco.()poorbetterMakeideasclearPutoneideainasentence,putonetopicinaparagraph,andputonesubjectinaletter.UseshortsentencesShortsentencesleadtoclearmeaningandeasyunderstanding.Theaveragesentencelengthisabout17-20words.Youcanusesentencescontaining3-40words.Ifmorethan40wordsinasentences,you’dbetterrewriteitintomorethanonesentences.HaveparagraphsofsuitablelengthInbusinesswrithing,it’ssuitableforparagraphstocontain7-8lines.Ifaparagraphistoolong,itmaymakethemainideaunclearandleadtoaloosestructure.Ifaparagraphistooshort,yourreadersmaybeimpressedthatyoutopicisnotadequatelysupported.6C’sprinciplesvivid,specificanddefiniteratherthanvague,generalandabstractespeciallywhenyouarerequiringaresponse,solvingproblems,makinganoffer报盘oracceptance接受,etc.ConcretenessExample4Ourapplesareexcellent.()Ourapplesarejuicy,crispyandtender.()SmithtonCompanyisourbigbuyer.()SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2005.()ConcreteConcrete6C’sprinciplesincludeallnecessaryinformationanddatabecauseinformationanddatacanhelpsendersgetreceivers’responsesandachievedesiredobjectivesCompletenessExample5Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?CompletemessageRemindinghimofhispromiseoftimelydelivery.Whatlosseshasthiscausedyou?Askingforcompensationifthereisanyagreementonthat.Expectingnosuchthingwillhappenagain.RealsituationsuggestionsummaryOverviewBusinesswriting,ingeneral,hasmoreandmoreassumedafriendly,easyandconversationalstyle.Theprimaryconcerninbusinesswritingistocommunicateinformation.Thus,wewillneedtopaymoreattentiontocommunicatingeffects.MoreCriteriaandTechniques沟通效果OverviewSinglingOutYourReaderyoushouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment.E.g.—Welookforwardtothepossibilityofsendingourexecutivestoyouintheyearsahead.—Welookforwardtohearingfromyou.MoreCriteriaandTechniquesPage11OverviewBuildinggoodwillOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader.E.g.—Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.MoreCriteriaandTechniquesPage11OverviewUsingthereader’snameItmakesthereaderfeelthathis/heridentityasanindividualisrecognized.Useitonceortwiceintheletter,butnosooften.AvoidingangerAngerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.Suchcommentstakemanyforms:sarcasm,insultsandexclamations.butwhenpositivewordshavenotbroughtdesiredresults,negativewordsmaybejustified.MoreCriteriaandTechniquessummaryOverviewDeductiveapproach演绎法Itbeginswiththegeneralandendswiththespecific.Sometimethisisinformallycalleda“top-down”approach.(direct)Inductiveapproach归纳法Itisusuallydescribedasmovingformthespecifictothegeneral.Informally,wesometimescallthisa“bottomup”approach.(indirect)ApproachestoorganizingBWPage12OverviewDirectnessingoodnewsandroutinemessagesGoodnewsorroutinemessagesfollowadirectorder—themessagebeginswiththemainidea.-deductiveapproachPresentgoodnewsandroutinemessageBeginwiththemainidea(presentgood-newsorroutineinformation);Followedbysupportingdetails;EndwithgoodwillApproachestoorganizingBWPage12Overview2.IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts:abufferreasonssupportingthenegativedecisionaclear,diplomaticstatementofthenegativedecisionahelpful,friendly,andpositiveclose.ApproachestoorganizingBWPage12Overview2.IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts:abufferExamplesofabuffer—Asyoumentioned,promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit.—Weappreciateyourwritingtousaboutthequalityofourproducts.ApproachestoorganizingBWOverview2.IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts:reasonssupportingthenegativedecision—Asyouknow,supplyingbestqualityproductsandservicesisourcompany’spolicy.ApproachestoorganizingBWOverview2.IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts:aclear,diplomaticstatementofthenegativedecision—Forthisreasonwecanonlyoffertheretailprice.Compare:cannotgrantthediscountasrequested—WefinditdifficulttoshipthegoodsbeforeChristmas.Compare:cannotshipApproachestoorganizingBWOverview2.IndirectnessinbadnewsmessagesAnindirectorderconsistsoffourparts:ahelpful,friendlyandpositiveclose—Thankyouagainforyourcooperationinthismatter.—Itwouldbepossibleforyoutoobtainatradediscountof2%ifpaymentismadeonacashbasisApproachestoorganizingBWPage13Overview3.IndirectnessinpersuasionPersuasionmeansreasoningwiththereader—presentingfactswithlogicthatsupportthecase;generallyyoushouldfollowindirectorder.ApproachestoorganizingBWOverview3.IndirectnessinpersuasionTosucceed,youshouldfollowOpenwithwordsthatsetupstrategy–needsandappeals,emotion,logicandcredibility,andgainattention.Presentthestrategy(persuasion)—usingpersuasivelanguageandyou-viewpointEndtheletterbydescribingpreciselywhatyouwouldliketohappen,restatinghowtheaudiencewillbenefitbyactingasyouwishandmakingactioneasytotake.ApproachestoorganizingBWPage13