商务英语写作概述.ppt

2020/5/151BUSINESSWRITING商务英语写作2020/5/152Contents1AnOverviewofBusinessWriting2StructureandStyleofBusinessLetters3Sales-relatedInquiriesandReplies4OrdersandConfirmationLetters5LettersaboutShipment商务信函的结构与格式商务写作概述询盘与回复订单与确认函装运函2020/5/1536LettersAboutPaymentandSettlementofAccounts7RoutineClaimsandAdjustment8PersuasiveClaimsandRefusals9SalesLetters10InvitationandThank-youLetters付款与结帐函日常投诉与理赔邀请函与感谢信销售函说服性索赔与拒绝函2020/5/15411LettersofApologyandCongratulation12NoticeandAnnouncement13MemosandMinutes14Preparingresumes15LettersofApplication道歉信与祝贺信通知与通告备忘录与会议记录准备简历申请信2020/5/15516LettersofRecommendation17Proposals18OrganizingandPreparingReports19Questionnaires20BusinessAgreements意向书商务协议调查问卷推荐信报告2020/5/156BUSINESSWRITING商务英语写作AnOverviewofBusinessWritingUnit1商务写作概述2020/5/157Whytoimprovewritingskills？Theabilitytowriteeffectivelyisavaluablebusinessasset.Threereasons:1)businessistransactedinwriting;2)writingeffectivelyhelpsincreasecompanysalesandprofit;3)proficiencyinwritinggivesapersonaladvantage2020/5/158TasksofthischapterⅠ.FunctionsofBusinessWritingⅡ.CriteriaforEffectiveBusinessWritingⅢ.ModernChangesⅣ.BasicPatternsofWriting2020/5/159Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.2020/5/1510I.FunctionsofBusinessWritingBusinesswritinghasthreefunctions:1.Toinform2.Toinfluence3.Toentertain2020/5/1511ToinformMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.e.g.—explaininstructionstoemployees,announcemeetingsandprocedures,acknowledgeorders,acceptcontractsforservices,etc.2020/5/1512Themajorpurposeofmostofthesemessagesistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontent.2020/5/1513ToinfluenceAbusinessmessagemustalsoinfluencethereader’sattitudesandactions.e.g.—letterspromotingaproductorserviceandseekingsupportforideasandworthycausespresentedtosupervisors,stockholders,customers/clients,andothers.2020/5/1514ToentertainTosecurethedesiredresponse,itisnecessarytohaveanadequateknowledgeoftheEnglishlanguageandanunderstandingofhumannature.Thewritershouldhaveanacquaintancewiththeparticularinterestand,ifpossible,theemotionsofthereader.2020/5/1515Itseemseasyenough,forexample,toaskpaymentofabill,butitisquitedifficulttosecurepaymentwithoutoffendingthereaderandlosinghisorherfuturepatronage.Nocommunicationiswhollysuccessfulunlessitretainsthereader’sgoodwill.2020/5/1516FunctionsofBusinessWriting(1)Toinformconveyinformation—explaininstruction,announcemeetingsandprocedures,acknowledgeorders,acceptcontract…(2)Toinfluenceaffectthereader’sattitudesandactions(3)Toentertainretainthereader’sgoodwill2020/5/1517CriteriaforEffectiveBusinessWritingSuccessfulbusinessmessage:(1)thereceiverinterpretsthemessageasthesenderintendedit(2)itachievesthesender’spurposes.2020/5/1518II.CriteriaforEffectiveBusinessWriting—6/7CsCourtesyCorrectnessConcisenessConsiderationClarityConcretenessCompleteness2020/5/1519CourtesyBeingverypolite,eveninaskingtheaddresseetopaybackthedebtsorrefusinghisdemands,yourletterstillshouldbeverymildandtactful.Beingpromptinreplyingtotheoppositepart’sletter.Thereplyshouldusuallybesentonthesameday.Ifitisimpossibleforyoutogiveapromptreplyindetailonthesameday,youshouldwriteashortnottotheclientexplainingwhy.GoodwillEffects:friendly,courteousthingsthatmakerelationsbetweenpeopleenjoyable.2020/5/15202020/5/1521Example1DearSirs,wearesorryyouhavemisunderstoodus.(×)DearsSirs,wearesorrywedidn’tmakeourselvesclear.(√)Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)2020/5/1522Iwritetosendmycongratulations.Congratulationstoyouonyourpromotion!Wewon’tbeabletosendyouthebrochurethismonth.Wewillsendyouthebrochurenextmonth.2020/5/1523Yourletterisnotclearatall.Ican’tunderstandit.IfIunderstandyourlettercorrectly…(tactful)Usingyour-viewpoint--atechniqueforbuildinggoodwill--emphasizesthereader’sinterestandconcerns.2020/5/15242020/5/1525DifferentAttitudesWe/IattitudeYouattitude1.Alargesaleofourproductswillmakeourcompanymoreprofitable.2.Weareinneedoffundandyoumustpay…3.Wecannotofferyouanyrefund…4.Obviouslyyouforgettellingusthecolor…1.Agoodsaleoftheproductswillbenefityou.2.Tomaintainyourexcellentcredit,pleaseremit…3.Youcouldobtainarefundif…4.Pleaseindicateyourchoiceofcolor…2020/5/1526ExamplesofYou-attitudeWe-viewpoint1.Iamhappytoreport2.Wearepleasetohaveyournewaccount3.WemakeWilletrazorinthreeweights—light,medium,andheavy.You-viewpoint1.Youwillhappytoknow…2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweights—light,medium,andheavy.Takingapositivetone2020/5/15272020/5/1528ProjectaPositive,TactfulToneChapter32020/5/1529Projectapositive,tactfultone(1)1.StateideasusingpositivelanguageSpeakofwhatcanbedoneinsteadofwhatcannotbedone,ofthepleasantinsteadoftheunpleasan