商务英语写作 chapter_1

外语教学与研究出版社1BUSINESSWRITING外语教学与研究出版社2FunctionsofBusinessWriting1.Toinform2.Toinfluence3.Toentertain外语教学与研究出版社3ToinformMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperations.Themajorpurposeofmostofthesemessagesistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontent.外语教学与研究出版社4ToinfluenceInadditiontoprovidinginformation,abusinessmessagemustalsoinfluencethereader’sattitudesandactions.外语教学与研究出版社5ToentertainTosecurethedesiredresponse,itisnecessarytohaveanadequateknowledgeoftheEnglishlanguageandanunderstandingofhumannature.Thewritershouldhaveanacquaintancewiththeparticularinterestand,ifpossible,theemotionsofthereader.Nocommunicationiswhollysuccessfulunlessitretainsthereader’sgoodwill.外语教学与研究出版社6CriteriaforEffectiveBusinessWritingCourtesyCorrectnessConcisenessClarityConcretenessCompleteness外语教学与研究出版社7CourtesyBeingverypolite,eveninaskingtheaddresseetopaybackthedebtsorrefusinghisdemands,yourletterstillshouldbeverymildandtactful.Beingpromptinreplyingtotheoppositepart’sletter.Thereplyshouldusuallybesentonthesameday.Ifitisimpossibleforyoutogiveapromptreplyindetailonthesameday,youshouldwriteashortnottotheclientexplainingwhy.外语教学与研究出版社8Example1DearSirs,wearesorryyouhavemisunderstoodus.(×)DearsSirs,wearesorrywedidn’tmakeourselvesclear.(√)Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)外语教学与研究出版社9CorrectnessCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting,Inaddition,correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.外语教学与研究出版社10Example2Enclosedisthecopyofreceipt.(×)Enclosedisacopyofthereceipt.(√)Iamlookingforanothersaleschannels.(×)Iamlookingforothersaleschannels.(√)外语教学与研究出版社11ConcisenessEffectivewritingisconcise—eachword,sentence,andparagraphcounts.Concisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Becauseawordymessagerequiresmoretimetowriteandread,businesspeopleputahighpremiumonconcisenessinbusinessmessages.Concisenesswillgiveemphasistoyourmessage.外语教学与研究出版社12Example3Wedonotanticipateanyincreaseinpricesinthenearfuture.(Poor)Wedonotexpectpricestorisesoon.(Better)Owingtothefactthatyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(Poor)Becauseyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(Better)外语教学与研究出版社13ClarityClaritytellsthereaderexactlywhatheorshewantsandneedstoknow,usingwordsandaformatthatmakeyourwritingstotallyunderstoodwithjustonereading.Short,familiarwordsandsimple,shortsentencesratherthanlong,difficultwordsandcomplexandlongsentencesarebetterforthispurpose.外语教学与研究出版社14Example4Theyhaveadecidedadvantageinregardtofreight.(Poor)Theyhaveadecidedadvantageinregardtofreightcharges(运费).(Better)TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(Poor)TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(Better)外语教学与研究出版社15ConcretenessYourwritingshouldbevivid,specificanddefiniteratherthanvague,generalandabstract,especiallywhenyouarerequiringaresponse,solvingproblems,makinganofferoracceptance,etc.外语教学与研究出版社16ExampleOurapplesareexcellent.Ourapplesarejuicy,crispyandtender.(Concrete)SmithtonCompanyisourbigbuyer.SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2005.(Concrete)外语教学与研究出版社17CompletenessIncludeallthenecessaryinformationanddatainthemessagebecauseinformationanddatacanhelpsendersgetreceivers’responsesandachievedesiredobjectives.Anincompletemessagemayresultinincreasedcommunicationcosts,lossofgoodwill,sales,andvaluedcustomers,costofreturninggoods,andwastedtimetryingtomakesenseoutoftheincompletemessage.外语教学与研究出版社18Example6Supposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?外语教学与研究出版社19CompletemessageRemindinghimofhispromiseoftimelydelivery.Whatlosseshasthiscausedyou?Askingforcompensationifthereisanyagreementonthat.Expectingnosuchthingwillhappenagain.外语教学与研究出版社20ModernChangesGoodwillEffects:friendly,courteousthingsthatmakerelationsbetweenpeopleenjoyable.OtherEffects:persuasion/emphasis/downplay外语教学与研究出版社21Suggestions1.Conversationalstyle2.Informalstyle3.Avoidtheoldlanguageofbusiness4.You-viewpoint(you-attitude)*Avoidinsincerity外语教学与研究出版社22DifferentAttitudesWe/IattitudeYouattitude1.Alargesaleofourproductswillmakeourcompanymoreprofitable.2.Weareinneedoffundandyoumustpay…3.Wecannotofferyouanyrefund…4.Obviouslyyouforgettellingusthecolor…1.Agoodsaleoftheproductswillbenefityou2.Tomaintainyourexcellentcredit,pleaseremit…3.Youcouldobtainarefundif…4.Pleaseindicateyourchoiceofcolor…外语教学与研究出版社23Suggestions(cont.)5.Accentonpositivelanguage6.Singlingoutyourreader7.Usingthereader’snames8.Avoidanger外语教学与研究出版社24BasicPatternsofWritingDirectnessinGood-newsandRoutineMessages(deductive)IndirectnessinBad-newsmessages(inductive)外语教学与研究出版社25Indirectnessin