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1、贵州财经学院,经贸英语写作,Unit One 商业书信的格式,主讲教师：刘楠,课程简介,本课程是国际贸易专业高年级的核心业务课程之一，是一门将英语与外贸业务相结合的课程。通过介绍外贸实务中各种英文业务函件，电传和传真以及其它方式的写作格式，商业术语和各种不同的表达方法，并通过介绍对外贸易各环节的具体做法，使学生在提高英语水平的同时，熟练掌握对外贸易业务中常用的基本术语及表达技能，培养和提高他们的外贸业务工作能力。,本课程的目的是学习外贸业务书信的标准格式，了解通过哪些途径来发展新客户，开拓新市场，如何进行询购某商品，怎样报盘和还盘，怎样灵活运用付款方式，如何做到重合同守信用，怎样去审查信用证，
2、做到不出差错，在理赔和索赔中做到有理有利有节；学会拟写信函和电传传真的写作技巧。,学习内容：本课程主要学习信例，大量学习外贸实务基本环节中有代表性的信例。外贸实务基本环节有：建立业务关系和资信调查、询盘、报盘和报价、还盘、订单，履行订单、支付、包装和运输、信用证的修改和展期、索赔和解决索赔等。,学习方法：外贸函电是一门实践操作性很强的课程。也就是说，要达到正确拟写外贸业务信函的目的，仅有理论是远远不够的，学员必须学习大量外贸实务中有一定代表性的信函，深入体会何为7C，更重要的是通过学习信例，熟悉大量外贸业务中各个环节中常用语，包括词汇、短语、句型以及习惯表达方式等等，再通过一定量的练习，对常用
3、语进行操练运用，从而达到掌握并熟练使用的目的。,Unit 1 Layout of Business Letters,Introduction（概述）(参见教材p1)(1)In todays highly developed and toughly competitive society,communication between individuals and groups is becoming increasingly frequent and important.It serves to pass on information,to express ideas or to exchang
4、e feelings.Generally speaking,the function of a business letter is to get or to convey business information;to make or to accept an offer;to deal with various business.,Unit 1 Layout of Business Letters,(2)The business letter is the principal means used by a business firm to keep in touch with its c
5、ustomers;often enough it is the only one and the customers form their impression of the firm from the tone and quality of the letters it sends out.Good quality paper and an attractive letter-head play their part in this,but they are less important than the message they carry.Business does not call f
6、or the elegant language of the post,but it does require us to express ourselves accurately in plain language that is clear and readily understood.The whole secret of good business letter-writing is to write simply,in an easy and natural way-like one friendly human being talking to another,to make yo
7、ur letters then,sound as much as possible like good conversation.,Section1 The Basic Principles of Business Letter Writing(商业书信的基本写作原理),7“C”1)Consideration 体谅 写信时要处处从对方的角度去考虑，而不是从自身出发，语气上要尊重对方。Emphasize the“You”attitude rather than the“I”or“We”attitude.,Section1 The Basic Principles of Business Lett
8、er Writing(商业书信的基本写作原理),You-attitude is not so simple as only to use you instead of I or we,what works is rather the writers spiritual attitude.Another thing,remember to emphasize the positive,pleasant facts,stressing what can be done and focusing on ideas that help to form favorable impressions on
9、you.This can be seen clearly from the following examples:A.(poor)Apparently you misunderstood our order.Anyway you shipped the wrong thing.B.(better)Apparently our instructions are not clear,with the result that the wrong article was shipped.,2)Correctness 正确3)Completeness 完整 一封商业信函应概括各项必需的事项，如邀请信应说
10、明时间、地点等，确忌寄出含糊不清的信件。,4)Concreteness 具体The following guidelines can help us write concretely:1)Use specific facts and figures;2)Put action in your verbs.Prefer active verbs to passive verbs or words in which action is hidden;3)Choose vivid,image-building words;4)Pay close attention to word orders,put
11、 modifiers in right place.,5)Conciseness 简洁（一）避免废话连篇，文字冗长（二）避免不必要的重复（三）短句、单词的运用1)Omit trite expressions;（省略陈词滥调）2)Avoid unnecessary expressions;3)Include only relevant facts with courtesy;4)Organize effectively.Please compare:A.(poor)The senator（参议员）,who came from New York,gave a speech that was lon
12、g and tedious.B.(better)The senator from New York gave a long,tedious speech.,6)Clarity 清楚 意思表达明确，要注意：1)Choose plain,simple words,words that are short,familiar,conversational,straight-forward;2)Build effective sentences and paragraphs.Generally,the average length for sentences should be about 17-20
13、words.Short paragraphs encourage one to finish reading a letter.Usually a letter paragraph consists of no more than 10 lines;3)Aim at unity,coherence and emphasis in your expression.,6)Clarity 清楚 Compare the following examples.Sentence B is clearer and more effective than sentence A:We have your rem
14、ittance（汇款）of January 30 in the amount of$300,and wish at this time to thank you for it.B.Thank you for your remittance of January 30 for$300,7)Courtesy 礼貌 语言要有礼且谦虚，及时地回信也是礼貌的表现。1)Be sincerely tactful,thoughtful and appreciative;2)Take a personable,friendly and modest tone;3)Omit expressions that ir
15、ritate,hurt or belittle.It is always offensive to show any sign of arrogance（傲慢、自大）or prejudice（偏见）;4)Be prompt in reply.If your answer is delayed,give strong and understandable reasons.,Section2 The Structure of Business Letters(商业书信的结构）,(1)Letterhead(信头)(2)Ref.NO.(发文编号)(3)Date(日期)(4)Inside Name an
16、d Address(信内名称和地址)(5)Attention Line（经办人标题）(6)Salutation(称呼)(7)Subject Line(事由标题)(8)Body of the Letter（正文）(9)Complimentary Close(结尾敬语)(10)Signature(签名)(11)Enclosure Notation(附件)(12)Carbon Copy(抄送)(13)Postscript(附言),1)Letterhead 信头,外贸商号的信笺，一般都印有信头，包括发信人的姓名、地址、电话号码、传真号、及E-mail等，有些会将经营项目，注册商标和公司董事、经理等姓名
17、一并印在信头上。如需打印，则信头位于信笺上中央（完全平头式等）或右上方（缩进式）。,1)Letterhead 信头,Richard Thomas Co.Ltd.246 Victoria Street London E.C.4,England Tel.012377252 Telex:9776645 Cable add:WEAVEWELL,London.Oversea Trading Corporation 24 Park Avenue New York,New York 26789 Tel.2252780 Cable add:EASTSEA Telex:222711,2)Dateline 日期,
18、打印日期注意事项：A.年份应完全写出，不能用94代替1994B.月份要写英文名称，不能用数字来代替，但可以用缩写。C.日期最好用基数字。25th March 2005 March 25th 200525 March 2005 March 25 2005It is unwise to abbreviate the name of the month nor show the date in figures like 3/8/1994 or 8/3/1994 as this may cause some confusion,this is because the British and the A
19、merican do not read the day and the month in the same order.,3)Inside name and Address 信内名称和地址,受信人的姓名和地址一般是列在信笺的左上方，沿左页边线写起。封内地址与信封地址写法相同。信内把收信人名称地址写明对工作有便利。对发信人而言，便利有二：一是发信时可与信封地址相互对照，避免放入信封时发生差误；二是发信后便于准确归档，便于以后查找。对收信人而言，便利也有二：一是收信人读信时，如发现信封名称地址与封内名称地址不符，可以知道是放入信封时发生错误，将信返回；二是收信后如信封与信函分离原信仍能保持完整，便
20、于查阅。(例见教材),4)The Salutation 称呼,这是写信人对受信人的一种称呼，其位置是在封内地址的下面空两行，目前外贸书信中一般通用的称呼语有：Dear sir,Dear Madam,Dear sirs,Dear Madams,Gentlemen(不能用单数),Dear Mr.xxx 称呼后面的的标点，一般使用逗号或分号美加来信中Gentlemen后用冒号：,5)Body of the Letter 正文,这是书信的主体，表达发信人的意见。在信的开头有开头语(Opening Sentences),自成一节，在习惯上是用客套语先将收到对方的来信的日期、编号、主题及简单内容加以综合叙
21、述，使对方一目了然这封信是答复哪一封去信的。如果是第一次通信也可以利用开头语作必要的自我介绍。回信的开头语：eg:Thank you for your letter 234 GW/gp of September 18.Many thanks for your letter about I must apologize for my delay in answering your kind letter.In reply to your letter of July 2.So much has happened since I received your last letter.,5)Body
22、of the Letter 正文,第一次写信的开头语：With great delight I learn that.I have the pleasure to tell you that.We have begun a new system of manufacture which we feel may be of interest to you.You were recommended to our company by the Bank of China New York Branch and we wish to.,在信的结尾一般有结尾语(The Closing Sentences
23、),一般用来总结本文所谈的事项，提示对受信人的要求，如希望来函或电报订货、答复询问或作必要的声明等。另起一段。如：We hope to receive your early reply.,结束语：If you need further details(particulars,information),please let us know.Any other particulars required I shall be pleased to give you.Should there be anything else we can do for you,please let us know.W
24、e thank you for this order and hope to receive your repeat orders.Any early reply would be highly appreciated.Thank you for your interest in our company(products).Any further information you can provide will be appreciated.We would be very grateful if you would give this matter your earliest attenti
25、on.We look forward to hearing from you soon.We look forward to your confirmation at your earliest convenience.We await your good news.,6)Complimentary Close 结尾敬语,结尾敬语是一种客套用语它应与前面的称呼相呼应，后面加逗号。如：SalutationCloseComment Dear Sir(s),Yours faithfully,Formal-very commonlyDear Madam,(or:Faithfully yours)use
26、d in Britain.Dear Mesdames,Gentlemen:Your truly Very commonly use inDear Sir.(or:Truly yours)America and Canada.Dear Madam,Dear Mesdames,Dear Mr.Henry,(:)Yours sincerely,Informal-used(or:Sincerely yours,)between persons known to each other.,7)The Signature 签名,结束语的下面，应将写信者名字打出，首字母大写，且必须由负责人签名，签名的下面为使
27、对方了解签名人的姓名、职位，可以打字注明。（例见教材）外国函件都必须由负责亲笔签名，用橡皮戳说明该信并非本人亲自过目，只是通函，不为人重视。,The Optional Parts1)Attention Line 经办人标题,如需注明对方经办人，希望收信商号将信迅速交经办人办理，可以在信内地址下面加Attention 或Attention of 或For the attention of 例：Richard Thomas&Baldwins Ltd.,151 Gower Street London,SC7 6DY,England Attention Mr.Cave or Attention of
28、Purchasing Manager,2)Subject Line 事由标题,事由写在称呼语下面两行，一般是在信笺中间位置，事由要简单扼要，说明商品名称，数量，信用证或合同号等即可。（例见教材）It can begin with or without“Re：”or“Subject：”，but should always denote what the letter is about：Re：Sewing Machines(缝纫机)；Subject：Our contract No.2345.Your L/C No.3456;Sewing Machines,3)References Number 发
29、文编号,参考号：信头下面空两行。为了便于存档与查阅，可以为信件编写参考号，为避免混淆，最好标明 Your ref:Our ref:It may include a file number（文档号）,departmental code（部门码）or the initials of the signer of the letter（签字者名字的首字母）to be followed by the typists initials in the following fashions:A.Our ref:515 BW/g p(in an incoming letter)来信 B.Your ref:515
30、 GW/g p Our ref:456 JS/1b(in the reply to the incoming letter)回信,4)Enclosure 附件,如信中有附件时，应在签名下注明Encl.或Enc.如附件不止一件应注明2 Encls or 3 Encls,或详细列明如下：Encls:2 InvoicesEnc.:as stated 附件：如文 Enc:1 B/L 1 Photo 1 Certificate Encl-21.Price List2.Terms and Conditions of Sales,5)The Carbon Copy Notation 抄送,如果函件要抄送其他
31、有关单位，同时使对方也知道已抄送其他单位，可在信件最后的左下角注明“CC(cc)to xxx”or“CC xxx”,6)Postscript 附言,信写完后，如果想起还有要紧的要说，可以在信末加P.S.引出补叙的话，然后由发信人签署本人简笔签名(本人姓名的第一个字母)Yours faithfully The OVERSEA CO.,LTD(Signature)Jackson Brown Sales Agent Enc.as statedc.c.Mr.Henry Brown-EIE Co.(Sales Manager)P.S.Im going to see you at the Chinese
32、ExportCorporation.J.B.,Section 3 The Format and Features of Business Letters（商业书信的形式与特征）,1)Full Block Form 完全平头式：凡是用打字机打上去的每一行字，包括日期、封内地址、事由和结尾礼词。都是从左边的空白边缘打起。,2)Modified Block Form 改良平头式：这种格式，除日期，结尾礼词和签名部分外，其他部分每行开头都与左边空白看齐。,3)Semi-block Form with Indented Style混合式：与改良平头式只有一处区别，即混合式正文每一段的首句均要缩进3-6个
33、空格。,Section 4 Addressing Envelopes 信封书写,Return Address,Stamp,Address,Remarks,Block style 平头式,Indented style 缩进式,Remarks:1.Private 私人信2.Confidential机密信3.Registered 挂号邮件4.Express快递邮件5.Ordinary Mail平信6.Immediate(Urgent)急件7.Printed Matter印刷品8.Sample样品,(1)Arrange the Following in Proper Form as They Shou
34、ld Be Set Out in a Letter 1)Senders name:Guangdong International Trading Corp.2)Senders address:48 zhongshan Road,Guangzhou,Guangdong China3)Senders Telephone:854432984)Senders cable address:5527CS5)Senders telex address:3328 cs CN6)Date:September 15,19997)Receivers name:Standard Oil Company8)Receiv
35、ers address:38 Fifth Avenue,London,U.K.9)Subject:Refrigerators10)The message:We thank you for your letter of September 3 enquiring for the captioned goods.The enclosed booklet contains details of all our refrigerators and will enable you to make a suitable selection.We look forward to receiving your specific inquiry with keen interest.,Exercises(练习),(2)Address an Envelope for the Above Letter,
