商务英语写作 chapter 1PPT课件

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.Chapter1AnOverviewofBusinessWriting商务写作概述.AnOverviewofBusinessWritingChapter1Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader..Chapter1ContentsofthischapterI.FunctionsofBusinessWritingII.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingIII.MoreCriteriaandTechniquesforEffectiveBusinessWritingIV.ApproachestoOrganizingBusinessWritingV.AvoidSentenceFaults(additional)AnOverviewofBusinessWriting.Chapter1I.FunctionsofBusinessWritingBusinesswritinghastwofunctions:1.ToinformAnOverviewofBusinessWriting2.Topersuade.Chapter11.ToinformAnOverviewofBusinessWritingMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.Thepurposeistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontents..Chapter1AnOverviewofBusinessWritingInadditiontoprovidinginformation,somebusinessmessagesalsoinfluencethereader’sattitudesandactions.2.Topersuade.Chapter1II.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Courtesy2.Correctness3.Conciseness4.Clarity5.Concreteness6.Completeness.Chapter1AnOverviewofBusinessWritingBeingcourtesywemeantreatingpeoplewithrespectandfriendlyhumanconcern.Courtesyusuallyinvolvesthreeaspects: Usingyou-viewpoint Takingapositivetone Beingconversational1.Courtesy.Chapter1AnOverviewofBusinessWritingYou-viewpointwritingemphasizesthereader’sinterestandconcerns.Itemphasizes“you”and“your”andde-emphasizes“we”and“our”.Usingyou-viewpoint1.Courtesy.Chapter1AnOverviewofBusinessWriting—Alargesaleofourproductswillmakeourcompanymoreprofitable.—Agoodsaleoftheproductswillbenefityou.—Weareinneedoffundandyoumustpay…—Tomaintainyourexcellentcredit,pleaseremit…—Wecannotofferyouanyrefund…—Youcouldobtainarefundif…—Obviouslyyouforgettellingusthecolor…—Pleaseindicateyourchoiceofcolor…Examplesofusingyou-viewpoint1.Courtesy.ExerciseIIonpage16 1.WewillbepleasedtodeliveryourorderbyMay16. 3.IampleasetoinformyouthatIcangrantyourrequestforpaymentoftravelexpenses. 6.wehavereceivedyourletterofMay16. YourorderwillbedeliveredbyMay16.3.Youwillbegladtoknowthatyourrequestforpaymentoftravelexpensesisgranted.6.YourletterofMay16hasbeenreceived..Chapter1AnOverviewofBusinessWritingExamplesofusingyou-viewpointWe-viewpoint1.Iamhappytoreport…2.Wearepleasetohaveyournewaccount.3.WemakeWilletrazorinthreeweights—light,medium,andheavy.Youviewpoint1.Youwillhappytoknow…2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweights—light,medium,andheavy.1.Courtesy.Chapter1AnOverviewofBusinessWritingPositivewordsemphasizethepleasantaspectsthegoalandtendtoputthereaderintherightframeofmind.Negativewordstendtoproducetheoppositeeffect.TakingapositivetoneThinkofexamplesofnegativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.1.Courtesy.Chapter1AnOverviewofBusinessWriting—Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)—Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)—Wewon’tbeabletosendyouthebrochurethismonth.(×)—Wewillsendyouthebrochurenextmonth.(√)—Yourletterisnotclearatall.Ican’tunderstandit.(×)—IfIunderstandyourlettercorrectly…(√)Examplesoftakingapositivetone1.Courtesy.Chapter1AnOverviewofBusinessWritinga.StateideasusingpositivelanguageTakingapositivetone—Don’tforgettosubmityourreport…—Wecan’tshipyourgoodsuntil…—Youneglecttoindicatethespecification…—Remembertosubmit…—Youwillreceiveyourgoods…—Pleasesendthecompletespecification…1.Courtesy.Chapter1AnOverviewofBusinessWritingb.AvoidusingsecondpersonwhenstatingnegativeideasTakingapositivetone—Youmadenumerousmistakesonthispage.(×)—Thispagecontainnumerousmistakes.(√)—Youkeyedaperfectcopy.(√)1.Courtesy.Chapter1AnOverviewofBusinessWritingc.UsepassivevoicetoconveynegativeideasTakingapositivetone—Suburodidnotproofreadthisproposalcarefully.—Suburocompletedthejobtwomonthsbehindtheschedule.—Suburocompletedthejobtwomonthsaheadoftheschedule.—Theproposalwasnotproofreadcarefully.—Thejobwascompletedtwomonthsbehindtheschedule.—Thejobwascompletedtwomonthsaheadoftheschedule.1.Courtesy.*Chapter1AnOverviewofBusinessWritingd.UsethesubjunctivemoodTakingapositivetoneNegative—Icannotaccepttherecommendation.—Iamnotabletoacceptyourinvitation.subjunctivemood—IwishIcouldaccepttherecommendation.—IcouldacceptyourinvitationifIweretocancelmymeetingon…1.Courtesy.Chapter1AnOverviewofBusinessWritinge.IncludeapleasantstatementinthesamesentenceTakingapositivetone—Yourpersonalratingsforcommunicationabilityweresatisfactory.—Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetencewasexcellent.1.Courtesy.ExerciseIonpage15 1.Unfortunately,yourordercannotbesentuntilnextweek. 2.Toavoidthelossofyourcreditrating,pleaseremitpaymentwithin10days. 3.YourmisunderstandingofourJanuary8lettercausedyoutomakethismistake. 4.YoucannotvisittheplantexceptonSaturday.Yourordercanonlybesentnextweek.Youcanmaintainyourcreditrating,pleaseremitpaymentwithin10days.IfyouhadunderstoodourJanuary8letter,youwouldhavedoneitcorrectly.YoucanvisittheplantonlyonSaturday..Chapter1AnOverviewofBusinessWritingInagoodletteraconversationisheld.Thereadershouldbemadetoforgetthathe/sheisreadingaletter.BeingconversationalItleavesafavorableimpressiononpeople.Itisalsothelanguageweusemostandunderstandbest.1.Courtesy.Chapter1AnOverviewofBusinessWritingCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting.Correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.2.Correctness.Chapter1AnOverviewofBusinessWriting—Enclosedisthecopyofreceipt.(×)—Enclosedisacopyofthereceipt.(√)—Iamlookingforanothersaleschannels.(×)—Iamlookingforothersaleschannels.(√)Examples2.Correctness.Chapter1AnOverviewofBusinessWriting1.withpronounsOurcompetitorsweremostsuccessfulthanours(us).2.withadjectivesThetwofirst(firsttwo)itemsarenotavailable.3.witharticleWeareinterestedinsame(thesame).Examples2.Correctness.Chapter1AnOverviewofBusinessWriting4.withverbsNeitheroftheoffersare(is)acceptable.Ablockofflatsare(is)beingbuilt.5.withadverbsWehadaquite(quitea)successfulmeeting.6.withconjunctionsHenotonlybuilt(builtnotonly)houses,butalsoflats.Examples2.Correctness.Chapter1AnOverviewofBusinessWriting7.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”betweenwhileandstudying)ExamplesSpecialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.2.Correctness.Chapter1AnOverviewofBusinessWritingConcisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Concisenesswillgiveemphasistoyourmessage.3.Conciseness.Chapter1AnOverviewofBusinessWriting1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword,suchasexactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater.Howtocommunicateconcisely?3.Conciseness.Chapter1AnOverviewofBusinessWriting2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichésthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.UsecompoundadjectivesHowtocommunicateconcisely?3.Conciseness.Chapter1AnOverviewofBusinessWriting—Wedonotanticipateanyincreaseinpricesinthenearfuture.(×)—Wedonotexpectpricestorisesoon.(√)—Owingtothefactthatyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(×)—Becauseyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(√)Examples3.Conciseness.Chapter1AnOverviewofBusinessWritingShortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad. Exercises3.ConcisenessKey:Wehavebeguntoexportourmachines..Chapter1AnOverviewofBusinessWritingUsewordstoreplacephrasesorclauses.1.IntheeventthatyouspeaktoMr.Woodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.2.Werequirefurniturewhichisofthenewtype.3.ConcisenessKey:1.IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.2.Werequirenew-typefurniture. Exercises.*Chapter1AnOverviewofBusinessWritingClaritytellsthereaderexactlywhattheauthorwantsandneedstoknow,usingwordsandaformatthatmakethewritingstotallyunderstoodwithonlyonereading.Familiarwordsandsimplesentencesratherthandifficultwordsandcomplexsentencesarepreferredforthispurpose.4.Clarity.Chapter1AnOverviewofBusinessWriting—Theyhaveadecidedadvantageinregardtofreight.(×)—Theyhaveadecidedadvantageinregardtofreightcharges.(√)—TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(×)—TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(√)Examples4.Clarity.Chapter1AnOverviewofBusinessWritingBusinesswritingshouldbevivid,specificandconcreteratherthanvague,generalandabstract,especiallywhenthewriterarerequiringaresponse,tryingtosolveaproblem,makinganofferoracceptance,etc.5.Concreteness.Chapter1AnOverviewofBusinessWriting—Ourapplesareexcellent.(×)—Ourapplesarejuicy,crispyandtender.(√)—SmithtonCompanyisourbigbuyer.(×)—SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2015.(√)Examples5.Concreteness.Chapter1AnOverviewofBusinessWriting—Thesebrakescanstopacarwithinashortdistance.(×)—TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.(√)—AdecisionhasbeenmadetosetupanofficeinOsaka.(×)—TheboardofdirectorsdecodedtosetupanofficeinOsaka.(√)Examples5.Concreteness.Chapter1AnOverviewofBusinessWritingAllthenecessaryinformationanddatashouldbeincludedinthemessagebecausetheycanhelpthesendergetthereceiver’sresponsesandachievedesiredobjective.Anincompletemessagemayresultinlossofgoodwill,sales,andvaluedcustomers,andrequiresmoretimeintryingtomakesenseoutofit.6.Completeness.Chapter1AnOverviewofBusinessWritingSupposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?6.Completeness Exercises.Chapter1AnOverviewofBusinessWritingRemindhimofhispromiseoftimelydelivery.Key:Informhimwhatlossesthishascausedyou.Askforcompensationifthereisanyagreementonthat.Expectnosuchthingwillhappenagain.6.Completeness.Chapter1III.MoreCriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Singlingoutyourreader2.Usingthereader’sname3.Buildinggoodwill4.Avoidinganger.Chapter1AnOverviewofBusinessWritingTosingleoutyourreaderinaletter,youshouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment.1.Singlingoutyourreader.Chapter1AnOverviewofBusinessWritingItmakesthereaderfeelthathis/heridentityasanindividualisrecognized.Useitonceortwiceintheletter,butnosooften.2.Usingthereader’sname.Chapter1AnOverviewofBusinessWritingOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader.Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.3.Buildinggoodwill.Chapter1AnOverviewofBusinessWritingAngerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.Theeffectofangrywordsistomakethereaderangry.Asaresult,youcanneithergetthebusinessdone,normaintaininggoodrelationships.4.Avoidinganger.Chapter1IV.ApproachestoOrganizingBusinessWritingAnOverviewofBusinessWriting1.Directnessingoodnewsandroutinemessages2.Indirectnessinbadnewsmessages.Chapter1AnOverviewofBusinessWritingGoodnewsorroutinemessagesfollowadirectorder—themessagebeginswiththemainidea.Topresentgoodnewsorroutinemessagesdeductively,beginwiththemajoridea,followedbysupportingdetails,andendwithgoodwill.1.Directnessingoodnewsandroutinemessages.Chapter1AnOverviewofBusinessWritingAnindirectorderconsistsoffourparts:Abuffer;Thereasonssupportingthenegativedecision;Aclear,diplomaticstatementofthenegativedecision;Ahelpful,friendlyandpositiveclose.2.Indirectnessinbadnewsmessages.Chapter1AnOverviewofBusinessWritingExamplesofabuffer—Asyoumentioned,promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.Indirectnessinbadnewsmessages.Chapter1AnOverviewofBusinessWritingReasonssupportingthenegativedecision—Asyouknow,supplyingbestqualityproductsandservicesisourcompany’spolicy.—Weappreciateyourwritingtousaboutthequalityofourproducts.2.Indirectnessinbadnewsmessages.Chapter1AnOverviewofBusinessWritingExamplesofaclear,diplomaticstatementofthenegativedecision—Forthisreasonwecanonlyoffertheretailprice.Compare:cannotgrantthediscountasrequested—WefinditdifficulttoshipthegoodsbeforeChristmas.Compare:cannotship2.Indirectnessinbadnewsmessages.Chapter1AnOverviewofBusinessWritingExamplesofahelpful,friendlyandpositiveclose—Thankyouagainforyourcooperationinthismatter.—Itwouldbepossibleforyoutoobtainatradediscountof2%ifpaymentismadeonacashbasis.2.Indirectnessinbadnewsmessages.Chapter1AnOverviewofBusinessWritingPersuasionmeansreasoningwiththereader—presentingfactswithlogicthatsupportthecase.Openwithwordsthatsetupthestrategy.Thenpresentthestrategy(thepersuasion).Endtheletterbydescribingpreciselywhatyouwouldliketodoorhavethereaderdo.3.Indirectnessinpersuasion.Chapter1AnOverviewofBusinessWritingV.AvoidSentenceFaults(additional)Avoidfragments（不完整的句子）Avoidcommasplices（逗号拼接）Avoidrun-onsentences（连写句）.Chapter1AnOverviewofBusinessWritingAsentencefragmentlackseitherasubject(actor)orverb(action).Examples:—Myresearchreportinbusinesscommunicationtookalongtimetoprepare.Andturnedoutbadly.(×)—Myresearchreportinbusinesscommunicationtookalongtimetoprepare,butitturnedoutbadly.(√)1.Avoidfragments（不完整的句子）.Chapter1AnOverviewofBusinessWritingAcommaspliceresultswhentwosentencesareincorrectlyjoinedorsplicedtogetherwithacomma.Examples:—Profitsweredownin2005,theBoardblamedtherecession.(×)—Profitsweredownin2005.TheBoardblamedtherecession.(√)2.Avoidcommasplices（逗号拼接）.Chapter1AnOverviewofBusinessWritingArun-onsentencejoinstwocompletethoughtswithoutproperpunctuation.Examples:—Employeeswanttokeeptheirjobstheywillworkhardforpromotions.(×)—Employeeswanttokeeptheirjobs.Theywillworkhardforpromotions.(√)3.Avoidrun-onsentences（连写句）.**