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1、1,BUSINESS WRITING,2,Chapter 1 An Overview of Business Writing,商务写作概述,3,Lead-in Questions,What is business communication?Can you name some ways to communicate people in a business setting?,Business communication is a process of exchanging information and ideas in a business setting.,4,nonlinguistic,
2、eye contact,physical appearance,facial expressions,space and distance,gesture,posture,Forms of Business Communication,5,linguistic,e-mails,letters,memos,telephone calls,conversation,faxes,notes,voice mails,reports,proposals,minutes,Forms of Business Communication,Web,6,Why Business Writing?,The abil
3、ity to write effectively is a valuable business asset.1)a great deal of business is transacted in writing,which is involved in every part of business.2)effective business writers can use their skill to help increase their companys sales and profits by promoting good relations.3)proficiency in writin
4、g gives a personal advantage over less capable writers and contributes substantially to his/her self-confidence-a necessary quality for business success.,7,Functions of Business Writing,To informTo influence/persuadeTo entertain,8,To inform,Messages to inform are used to convey the vast amount of in
5、formation needed to complete the day-to-day operations.The major purpose of most of these messages is to have the receiver understand a body of information and concentrate on the logical presentation of the content.,9,To influence/persuade,In addition to providing information,a business message must
6、 also influence the readers attitudes and actions.,10,To entertain,To secure the desired response,it is necessary to have an adequate knowledge of the English language and an understanding of human nature.The writer should have an acquaintance with the particular interest and,if possible,the emotion
7、s of the reader.No communication is wholly successful unless it retains the readers goodwill.,11,Business people cant afford paying a personal visit each time they want to transact business in various parts of the world,instead,they make phone calls,write letters,send faxes,or e-mails.Writing is imp
8、ortant for understanding and formal confirmation and as a source for later reference.In order to achieve good communication,we should consider the following“six Cs principles”.Courtesy,Correctness,Conciseness,Clarity,Concreteness,Completeness,Criteria for Effective Business Writing,12,Courtesy Corre
9、ctnessConciseness,ClarityConcretenessCompleteness,Six Cs Principles（6C原则）,13,1.Courtesy（礼貌）,Special attention should be devoted to assuring the courtesy of business communication.It means treating people with respect and friendly human concern.It is a positive value,not neutral(中立的）or negative.The t
10、one must convey positive goodwill,positive warmth,and positive interest in the reader.The courteous writer should be sincere and tactful,thoughtful and appreciative,and answer letters promptly.,14,Courtesy,Being very polite,even in asking the addressee to pay back the debts or refusing his demands,y
11、our letter still should be very mild and tactful.Being prompt in replying to the opposite parts letter.The reply should usually be sent on the same day.If it is impossible for you to give a prompt reply in detail on the same day,you should write a short note to the client explaining why.,15,Example
12、1,Dear Sirs,we are sorry you have misunderstood us.Dears Sirs,we are sorry we didnt make ourselves clear.We cannot understand why you have had trouble with these articles.We presume that there must be some reasons for you having trouble with these articles.,16,Courtesy,The following are ways to make
13、 your writing be courteous:1)use proper expressionsThanks,when others do favor for youPlease,when you ask for something from othersSorry,when you cannot satisfy others request,17,Courtesy,2)use positive words and expressions instead of negative words and expressionsCompare:The office is closed after
14、 4.The office is open until 4.We cannot have these figures for you before next week.We will have these figures for you next week.,(NG),(NG),18,Courtesy,3)write naturally and sincerelyCompare:Please be good enough to advise us.Please tell us.I had hoped that a favorable consideration on your request
15、could be possible.I am sorry we cannot approve your request.,(NG),(NG),19,Courtesy,4)use“you approach”(reader-oriented)Compare:We will accept bids until June 10.You may submit a bid(投标）until June 10.(reader-oriented)Please accept our apologies for the delay.We hope you have not been seriously inconv
16、enienced by the delay.(reader-oriented),20,The ways to get Courtesy,1)use proper expressions2)use positive words and expressions instead of negative words and expressions3)write naturally and sincerely4)use“you approach”(reader-oriented),21,Correctness（正确）,Correct grammar,punctuation and spelling ar
17、e basic requirements for business writing,In addition,correctness means choosing the correct level of language,and using accurate information and data.,22,How to get correctness?,1)choose the right form for different kinds of writing2)verify(核实）spelling3)select correct words or phrases4)insert appro
18、priate punctuation5)the right form6)accurate reliable figures,23,Choose relative formality for different types of writing.,proposals 意向书 reports 报告 minutes 会议记录 letters 书信 faxes 传真 voice mails 语音邮件 e-mails 电邮 phone calls 电话 memos 备忘录 notes 摘记，笔记,formal,informal,24,Correctness,Compare:Anyone can lear
19、n to type.Any one of us can learn to type.“The Navy,”says Captain Michel Stern,“will have more missile carriers.”The Navy says Captain Michel Stern will have more missile carriers.,导弹运载器,25,Examples:,Enclosed is the copy of receipt.Enclosed is a copy of the receipt.a copy of the receipt 收据副本/复印件I am
20、 looking for another sales channels.I am looking for other sales channels.sales channels 销售渠道,(),(),(),(),26,Conciseness（简洁）,Effective writing is conciseeach word,sentence,and paragraph counts.Conciseness means to write in the fewest possible words without sacrificing completeness and courtesy.Becau
21、se a wordy message requires more time to write and read,business people put a high premium on conciseness in business messages.Conciseness will give emphasis to your message.,注重,27,Conciseness,1)shorten wordy expressionsCompare:We have begun to export our machines to countries abroad.We have begun t
22、o export our machines.For the amount of$320 you can buy the motor.For$320 you can buy the motor.,(NG),(NG),28,Conciseness,2)use words to replace phrases or clausesCompare:In the event that you speak to Mr.Mood in regard to production,ask him to give consideration to the delivery schedule.(NG)If you
23、speak to Mr.Mood about production,ask him to consider the delivery schedule.,交货日期,29,Examples:,We do not anticipate any increase in prices in the near future.We do not expect prices to rise soon.Owing to the fact that your competitors price is much lower than yours,we cannot accept your offer.Becaus
24、e your competitors price is much lower than yours,we cannot accept your offer.(Better),(Poor),(Poor),(Better),30,Clarity（清楚）,Clarity tells the reader exactly what he or she wants and needs to know,using words and a format that make your writings totally understood with just one reading.Short,familia
25、r words and simple,short sentences rather than long,difficult words and complex and long sentences are better for this purpose.,31,Clarity,The following are some ways to help achieve clarity:1)use simple,short words and simple sentence structureCompare:after subsequent large substantial during in th
26、e course of we enclose enclosed please find,32,Clarity,2)avoid using words with different meaningsCompare:We shall take a firm line with the firm.(NG)We shall take a strong line with the firm.,33,Clarity,3)put together words with close relationCompare:They bought a bicycle in Beijing in a small shop
27、 which costs$25.00.(NG)They bought a bicycle for$25.00 in a small shop in Beijing.,34,Clarity,4)use active voiceCompare:A fax was sent by us yesterday.(NG)We sent you a fax yesterday.The salary increase was received by all employees.(NG)All employees received the salary increase.,35,How to get clari
28、ty?,1)use simple,short words and simple sentence structure2)avoid using words with different meanings3)put together words with close relation4)use active voice,Attention:Clarity doesnt mean to shorten the sentence but to offer the essential information in short form.,36,Examples:,They have a decided
29、 advantage in regard to freight.They have a decided advantage in regard to freight charges(运费).,货物，运费,(poor),(better),明显优势,37,They informed Messrs.Smith and Richardson that they would receive an answer in a few days.They informed Messrs.Smith and Richardson that the latter would receive an answer in
30、 a few days.,mesz法pl.；(=Messieurs)各位(先生),(poor),(better),38,Concreteness(具体）,Your writing should be vivid,specific and definite rather than vague,general and abstract,especially when you are requiring a response,solving problems,making an offer（出价）or acceptance,etc.You must make sure your letter con
31、tains all the information your reader needs to act upon（按照，遵循),avoid incomplete information.,39,Concreteness,1)using concrete modifiersCompare:I need the printout as soon as possible.(NG)I need the printout by 3 p.m.today.,40,Concreteness,2)avoiding opinions or generalizationsCompare:Various aspects
32、 of this equipment make it a good choice.(NG)This machine is a good choice because it is more compact and less expensive than any other one on the market.,41,Example,Our apples are excellent.Our apples are juicy,crispy and tender.(Concrete)Smithton Company is our big buyer.Smithton Company did more
33、than one million USD worth of business with us in 2005.(Concrete),42,Completeness,Include all the necessary information and data in the message because information and data can help senders get receivers responses and achieve desired objectives.An incomplete message may result in increased communica
34、tion costs,loss of goodwill,sales,and valued customers,cost of returning goods,and wasted time trying to make sense out of the incomplete message.,43,Example:,Suppose you are writing a letter to your supplier telling him that his goods were not delivered on time.What kind of information should you i
35、nclude in your letter?,44,Complete message,Reminding him of his promise of timely delivery.What losses has this caused you?Asking for compensation if there is any agreement on that.Expecting no such thing will happen again.,45,Exercise:Compare the following pairs of sentences,choose the better one.,
36、1.I have pleasure in informing you.I am pleased to tell you.2.Will you kindly send us a reply before the end of the month for which a stamped envelope is enclosed?Will you please send a reply in the enclosed envelope before the end of the month?3.Please do not anticipate any increase in prices.We do
37、 not expect prices to rise.,（more conciseness）,(more clarity),(more conciseness),46,4.We are sorry that the merchandise(商品，货物）is not up to the standard and we shall gladly make an exchange.It is not our intention to suggest that you should keep unsatisfactory merchandise,so we are willing to ask you
38、 to return it to us at once,and we will be glad to make an exchange.5.Your letter in reply to ours of May 18 came this morning,and now we do not understand any more clearly your complaint than we did before.Thank you for your Letter of May 20.In order that we may be of the greatest possible help to
39、you,will you please tell us just what you wish us to do about the matters.,(more conciseness and clarity),(more courtesy,concreteness and completeness),合格,47,Suggestions,1.Conversational style2.Resisting tendency to be formal 3.Avoid the old language of business4.You-viewpoint(you-attitude)*Avoid in
40、sincerity,48,Different Attitudes We/I attitude You attitude,A large sale of our products will make our company more profitable.We are in need of fund and you must payWe can not offer you any refund（偿还额，退款）Obviously you forget telling us the color,A good sale of the products will benefit youTo mainta
41、in your excellent credit,please remit(汇款）You could obtain a refund ifPlease indicate your choice of color,49,Suggestions(cont.),5.Accent on positive language6.Singling out your reader7.Using the readers names8.Avoid anger,50,Basic Patterns of Writing,1.Directness in Good-news and Routine Messages(deductive)2.Indirectness in Bad-news messages(inductive)3.Indirectness in Persuasion,
