函電寫作原則

完整原則（Completeness）:1〃一封完整的書信比一封不完整的書信，有更大的可能性帶來預期的效果；2〃一封完整的書信，有助于建立和表達友善關(guān)系；3〃一封完整的書信，可以避免由于遺漏重要情況（情報）所導致的訴訟（Lawsuit）；4〃有時,某些不顯眼的書信或文件,由于所提供的情況完整而又生動有力(CompleteandEffective)而成為極為重要的文件?！庑艑懙檬欠裢暾?，建議用五個“W”和一個H來檢驗，即：“Who,whom,What,Where,When,Why,How”例如在定貨的信中，必須明確說明“需要什么商品”(Whatyouwant)“何時需要”(Whenyouneedthegoods)“貨物發(fā)到何地何人收”(toWhomandWherethegoodstobesent)“如何付款”(Howpaymentwillbemade)Tolodgeclaimsagainstsb,why如對對方的要求做出否定的答復時(如不能報盤，不能理賠等)應(yīng)說明理由”為什么”(Wy)在外貿(mào)信函中，寫信人必須要把需要說明的情況全面交待清楚，敘述問題要有頭有尾、善始善終，不能出現(xiàn)上下句脫節(jié)。一個問題說明白之后，再引出與之相關(guān)的另一個問題。例如：1).WehaveestablishedthroughourbankanirrevocableL/Cinyourfavor.(Worse)io2).WehaveestablishedthroughourbankanirrevocableL/CforUSD200,000.00inyourfavorwhichwillreachyouinJune15andremainvaliduntiltheendofJune.(Better)例句2所提供的信息比例句1要更加完整，說明了信用證的到達日期及有效期,符合出□商的期望。ThegoodscanbedeliveredbyJune14.(worse)Thegoodsof200setsofICM-4computerscanbedeliveredfromShanghai,ChinatoNewYork,USAattheendofFebruary.(better)Analysis:運輸條款是一重要的貿(mào)易條款，必須說明交貨時間，否則會引起不必要的貿(mào)易糾紛。實例DearSirs,WithreferencetoyourletterofApril9,wearepleasedtoacceptyourofferof100tonsofCopperWireasperyourOfferSheetNo?8/O7O/02B?PleasegoaheadandapplyforyourExportLicense.AssoonasweareinformedofthenumberoftheExportLicensewewillopentheL/Cbycable.具體原則(concreteness)要做到具體，就要確保信函中的信息明確、清晰、不含糊其辭，而且要包含必要的細節(jié)和具體的信息?！╓ewishtoconfirmourtelexyesterday.TelegramAnalysis:liketoday,thedaybeforeyesterday,yesterday,tomorrow,thedayaftertomorrow,tonight,thismorning,lastweek,thisweekend,thismonth,etc.Thesewordshaveavagueandgeneralconcept.Therefore,weshouldchangethemintospecificdate.〃〃TheUniversaltradingCompanyisoneofourbigbuyers.tTheUniversalTradingCompanyplacedoverUS.$2,000,000worthofbusinesswithuseachyear.Analysis:“big”adj.Can'texpressthedegreeinspecificfigures.〃〃Wehavereceivedwiththanksyourcheck;theamounthasbeenplacedtoyourcredit.—WehavereceivedwiththanksyourcheckNo.248forUS.20O,000.00inpaymentofourcommission,whichhasbeenplacedtoyourcredit.Analysis:weshouldpointoutthenumberandtheamountofthecheckandtheuseofthemoney.4.Thesebrakesstopacarwithinashortdistance.—ThesetypeSMOZpowerbrakescanstopa4-toncartraveling65milesanhourwithin300feet.Analysis:whattypeofthebrakes?whatcarwillbestopped?Howlongdoes“ashortdistance”mean?Trytorewritethetwosentencesaccordingtotheprincipleofconcreteness.AdecisionhasbeenmadetosetupanofficeinOsaka.Variousaspectsofthisequipmentmakeitagoodchoice.PossiblerevisionsofthesentencesTheboardofdirectorsdecidedtosetupanofficeinOsakain???.Thismachineisagoodchoicebecauseitismoreconvenientandlessexpensivethananyofotheroneonthemarket.清晰原則(clearness/clarity)從本質(zhì)上說，商務(wù)信函寫作的目的就在于清楚地表達寫信人的意圖，勸說讀信人采取必要舉措或接受某種思封商務(wù)英語信函違背了清晰地原則，勢必會對寫信人和閱信人之間的溝通帶來某種障礙，難以達到雙向交流和溝通的目的。為了清楚地表達寫信想。因此，從這個意義上說，如果一想。因此，從這個意義上說，如果一人的意圖，在進行商務(wù)信函的寫作時就需要避免幾種常見的錯誤。1模糊。比如這樣一個例子，ThemanageraskedJimifhehadmailedthisletter.對于這個句子，我們就可以有多種理解方式?！敖?jīng)理問吉姆他是否已經(jīng)將信寄出了?！边@里的“他”99這樣的句子讓閱信人感到迷茫,顯然已經(jīng)違背了清晰地原則。2遺漏。如果寫信人漏掉了某些閱信人在決定做某件事或者形成某種意見時應(yīng)該知道的內(nèi)容，那么，信件的清晰度將會受到影響。3不相關(guān)。與上面的遺漏剛好相反?！安幌嚓P(guān)”指的是信件中包含了一些不必要的內(nèi)容。這些內(nèi)容與信件的主題毫不相關(guān)，對寫信人表達寫信的意圖毫無幫助，只會讓閱信人感到困惑和不解，影響了一封信函的清晰度。4行話。或者叫做“術(shù)語”如果在—封信件中使用了一些僅僅應(yīng)用于某些特定群體的詞語，而閱信人難以明白這些詞語的特定含義,理解上就會出現(xiàn)問題，妨礙了寫信人和閱信人之間的充分交流，溝通難免出現(xiàn)偏差。例如：Thecreditwillremainvalidattheendofthismonth.(Worse)ThecreditwillremainvaliduntilMay31,2015.(Better)清楚原則的運用1）詞語的準確無誤當你明確了要表達的想法時，要注意選用清晰、簡單的詞語，準確無誤地表達你要傳達的信息。避免用一an些復雜、深奧的詞匯。有些寫信人認為復雜、深奧的詞匯會讓信件看起來更有水平，更重要些。然而，復雜的詞匯會增加對方讀信的難度，甚至引起理解上的誤會。通常，商務(wù)英語函電的撰寫適合采用簡單易懂的詞匯。an2）代詞的指代注意代詞指代的對象和關(guān)系代詞前后的邏輯關(guān)系。一般來說，代詞和關(guān)系代詞用以修飾離它們最近的名詞,并且與所指代的名詞保持人稱上和數(shù)量上的一致。但代詞的不恰當運用，會引起表達上的歧義。試看以下的句子：TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.可改為：TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.3）修飾詞的位置同一修飾詞在句子的不同位置,句子意思和側(cè)重點將完全不同。試比較以下兩個句子：Wecansupply100tonsoftheitemonly.Wecansupplyonly100tonsoftheitem.在第一個句子中，“only”修飾“theitem”，意思是只提供這種項目，沒有其它的項目。而在第二個句子中，“only”是修飾“100tons”，意思是只提供100噸，沒有更多了。故修飾詞在句子中的位置不同，其所修飾的詞就不同，意思也將有所不同，書寫商務(wù)英語函電時一定要注意這一點。此外，修飾詞的位置應(yīng)該是緊跟著或者靠近它所修飾的詞語。試比較以下兩個句子：TheyboughtabicycleinasmallshopinBeijingwhichcosts$2,500.00.Theyboughtabicyclefor$ 2,500.00inasmallshopinBeijing.4）句子的邏輯結(jié)構(gòu)分詞的邏輯主語與句子的主語要保持一致。試分析以下句子:Beinganexpertininternationaltrade,I'msureyouhaveexperienceofsolvingthiskindofproblem.在這個句子中，句子的主語是“I”，而分詞的邏輯主語是“you”。為保持分詞的邏輯主語與句子主語一致,可改為：Beinganexpertininternationaltrade,youcertainlyhaveexperienceofsolvingthiskindofproblem?或者Asyouareanexpertininternationaltrade,I'msureyouhaveexperienceofsolvingthiskindofproblem.其次，注意句子間意思的連貫性。例如：Theywrotealetter.ItwasaddressedtoMr.Woods.Heisthesalesmanager.這三個短句缺乏意思上的連貫性，每個句子都有它獨立的意思，讀信人很難區(qū)分哪個句子是最重要的信息。可改為：TheywrotealettertoMr.Woods，thesalesmanager.此外，清楚的表達要求重點突出，讀信人不會遺漏重要的信息。我們書寫商務(wù)英語函電時可以通過調(diào)整句子結(jié)構(gòu)，突出要強調(diào)的部分。比如：“Wesentyou5samplesyesterdayofthegoodswhichyourequestedinyourletterofMay25byair.”該句子包括了很多信息， 有①wesentyou,②5samples,③yesterday,④thegoodswhichyourequestedinyourletterofMay25,⑤byair。一個句子包含多種信息，讀信人很容易忽略其中某些信息。對此，重要的信息應(yīng)放在句子的前面，通過句子結(jié)構(gòu)加以強調(diào)。上述句子重要的信息有①wesentyou，②5samples，⑤byair?？筛膶憺椋篩esterdaywesentyoubyair5samplesofgoodswhichyourequestedinyourletterofMay25.經(jīng)過改寫的句子重點突出，句子意思更清晰明確。最后,句子中簡潔的情節(jié)有利于清楚的表達。如“WehaveyourcheckofOctober17intheamountof$500，andwishatthistimetothankyouforit?”Thankyouforyourcheckof…原句子是表達"我方收到貴方10月17日開具的500美元支票一張，特此感謝?！薄疤卮烁兄x”原句子用“wishatthistimetothankyouforit”，用詞繁瑣，使得整個句子意思不明確。如果這一個情節(jié)簡化為“thankyou”，原句子改為“ThankyouforyourcheckofOctober17for$500?”修改后的句子意思更清楚易懂。其它例子：AstothesteamersailingfromShanghaitoLosAngels,wehavebimonthlydirectservices. a.WehaveadirectsailingfromShanghaitoLosAngeleseverytwomonths. b.WehaveadirectsailingfromShanghaitoLosAngelessemimonthly. c.WehavetwodirectsailingseverymonthfromShanghaitoLosAngeles.Analysis:“bimonthly”---Anequivocalword,forithastwomeanings:onceeverytwomonthsortwiceeverymonth.Fluctuationinthefreightafterthedateofsalewillbeforthebuyer'saccount. a.Anyincreaseinfreightafterthedateofsalewillbeforthebuyer'saccount. Analysis:“Fluctuation”■■-Anequivocalword,foritmeansdecreaseorincrease.Itisobviousthatthebuyercan'tbearthedecreaseandincreaseinthefreight.CottonandsilkblousesmadeinChinaenjoyagoodmarketintheEuropeanmarket. CottonandsilkblousesmadeinChinasellbestintheEuropeanmarket.Analysis:Inthissentence,thesameword“market”hastwomeaning■■-saleandmarketplace;thereforeweshouldtakeplace“enjoyagoodmarket”with“sellbest/fast?”TheL/CmustreachusnotlaterthanSeptember1stforarrangingshipment.TheL/CmustreachusforarrangingshipmentnotlaterthanSeptember1st.（信用證不得遲于9月1日到達我方）TheL/CmustreachusforarrangingshipmentnotlaterthanSeptember1st.（信用證必須到達我方以利于我方不遲于9月1日的裝船）Pleaseletusknowwhatyouwishustodoaboutthismatterassoonaspossible.Pleaseletusknowassoonaspossiblewhatyouwishustodoaboutthismatter.F.Ourcheckfor$2,800wassenttoyouunderourcheckNumber123onMay12whichwasthepriceofthearticleplustransportationcharge. WesentyouonMay12ourcheckNo.123for$2,800whichwasthepriceofthearticleplustransportationcharges.G.WehavereceivedyourletterofApril4.Wearesorryforthewrongdispatch.Wewilldosomethingaboutit. ThankyouforyourletterofApril4.Weregretthatwehavedispatchedthewronggoods.Analysis:Thethreesimplesentencesarecorrectinsentencestructurebutlackofvarietyinsentencestructure.Meanwhile,wecanseethesubjectsofthethreesimplesentencesaresame,soweshouldchangethemintooneortwosentences.簡潔原則(conciseness)簡潔就是用最簡練的語言來表達意思。在商務(wù)信函中，簡潔意味著高效率和低消耗。要做到言簡意賅，就應(yīng)該避免啰嗦的表達和重復。1避免使用啰嗦的表達。啰嗦的表達是句子中毫無作用的成分。比如下面的例子：atthepresenttime我們完全可以“now”來表達相同的含義，顯然后者更能體現(xiàn)簡潔的原則。2避免不必要的重復。除了表示強調(diào)的重復外，商務(wù)信件中應(yīng)該避免重復。例如：WillyoushipusanytimeduringthemonthofDecember，orevenNovemberifyouarerushed，forNovemberwouldsuitusjustaswell.在這個句子中，well.在這個句子中，寫信人想要表達的是希望閱信人能在十一月底前發(fā)貨，所以我們把這個句子改寫成“PleaseshipusbytheendofNovember",就能清晰地表達出寫信人的意圖，而不必去不斷地重復。3商務(wù)信函的簡潔并不意味著字數(shù)越少越好。在談判磋商的關(guān)鍵問題上絕對不能馬虎大意，必須有一說一,明確詳細,不能模棱兩可。例如:asignificantloss應(yīng)改成a55%loss,inthenearfuture應(yīng)改成byFridaynoon等。ExamplesForensicEnglishA.enclosedherewith hereenclosed,enclosedpleasefindB.inaccordancewithyourrequest/incompliancewithyourrequest----asyourequest,asexpected,asrequestedC〃inregardto----regardingD〃intheamountof----forE〃withrespectto----on,aboutF〃endorseonthebackofthischeck----endorsethischeck,endorsement,signatureG〃〃Itshouldbepointedoutthat----pleasenoticethat/seetoitthatH〃Iwanttotakethisopportunitytotellyouthatwegratefultoyou----ThankyouExerciseWehavebeguntoexportourmachinestotheforeigncountries.Wehavebeguntoexportourmachines.Analysis:theword“export”means“sellingthemachinestoforeigncountries”.However,wecansay,wehavebeguntoexportourmachinestoJapan/USA/Germany(somespecificcountry)Sampleswillbesentandofferswillbemadeuponreceiptofyourspecificenquiries----Sampleswillbesentandoffersmadeuponreceiptofyourspecificenquiries.Analysis:toorganizeeffectively,weshouldomitsomesamepartIntheeventthatyouspeaktoMr.Woodinregardtoproduction,askhimtogiveconsiderationtothedeliveryschedule.---IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.Thenumberofwordsinasentenceshouldbecontrolledin20wordsandaparagraphconsistsofnomorethan10lines.禮貌原則（courtesy）禮貌是書寫商務(wù)信函的基本原則。但是,商務(wù)信函中的禮貌不僅僅是指對“謝謝”和“請您??”之類詞語的適時運用。一封周到的信件應(yīng)該客氣、寬容而機敏。要達到這個目的，就要避免幾種常見的弊病。1避免不信任。比如“fwhatyousayistrue??”“if??asyouallege??”之類的句子常常讓人覺得你是在懷疑對方的可信度。這樣不利于跟對方進行友好的溝通。2避免指責。如你想激發(fā)對方做出對你有益的舉動，切忌指責對方。像“youneglected”，“youforgot”，“youomitted"這樣的指責性語句都可能會冒犯對方。3避免居高臨下。在商業(yè)信函中，買賣雙方通常是在平等的基礎(chǔ)上相互合作，居高臨下的態(tài)度和□吻往往會破壞這樣合作的基礎(chǔ)，影響合作的氛圍。例如：Youarerequestedtoshipourgoodswithoutanydelay.(Worse)Youshould，”.Wouldyou?Yourpromptshipmentofourorderwillbehighlyappreciated.(Better)Courtesy:Politewhilenothumble⑴Changethecommandingtoneintorequestingtone----changetheimperativesentenceintogeneralquestionwiththeword“will”or“would”atthebeginningTellusmoredetailedinformationonyourrequirements■■■Willyoutellusmoredetailedinformationonyourrequirements?■■■Will/wouldyoupleasetellusmoredetailedinformationonyourrequirements?⑵Usethepastsubjectiveform----should,could,would,mightWouldyousendusyourlatestcataloguesandpricelistsoncottonpiecegood?WeshouldbegratefulifyouadvancedeliverytothemiddleofJuneandshipthegoodsinonelot.WewishyoucouldeffectinsuranceonthegoodswithPICCYoumightmakeshipmentalittlelater,thatis,byJune10.(3)UsemitigationandavoidoveremphasizingyourownopinionorirritatingyourpartnerWecannotdeliverthegoodsallatonetime-■■-I'mafraidwecannotdelivergoodsallatonceItwasunwiseofyounottoacceptthisfavorableoffer.----WewouldsaythatitwasunwiseofyounottoacceptthisfavorableofferC?Ourgoodsaretheverybestonthecurrentmarket.----WemightsaythatourgoodsaretheoneofbestgoodsonthecurrentmarketD.Yourletterisnotclearatall.Icannotunderstand.IfIunderstandyourlettercorrectly⑷PassivevoiceshouldbeusedaccordinglyYoumadeaverycarelessmistakeduringthecourseofshipment.----AverycarelessmistakewasmadeduringthecourseofshipmentTrytoavoidusingthewordswithforcingtoneorarousingunpleasantnessWedemandpromptshipmentfromyou.----Werequestpromptshipmentfromyou.Wemustrefuseyouroffer.----Weregretthatweareunabletoacceptyouroffer.Usethewordsorexpressionswiththemeaningofjoy,thanksandregretA.ExpressionsofjoyWeareglad/pleased/delighted/happytodosth.ExpressionsofthanksThankyouBeappreciative/grateful,thankfulBeobligedAppreciatesth.Appreciateitif---Acknowledgereceiptof:confirm,thankExpressionsaboutregretWeregrettosay--Weregretthat--MuchtoregretWearesorrytodo--Wearesorrythat---WeareafraidofWhatapityDon'tusethehumblewordsDon'tusethehumblewords:beg,permit,allow體諒原則(consideration)擬定信函時要處處從對方的角度去考慮問題，而不是從自身出發(fā)，語氣上更尊重對方。要做到體諒，寫信人需注意以下兩點：1.使用“您”、“貴方"多于“我"或“我

們”,例如：Youwillbehappytoknow…Yournewchargeaccount記賬賬戶）isnowopenforyourconvenience.2.讓對方時刻感受到你是站在對方立場上考慮問題的,例如:Wearenowenclosingthelatestpamphlettoyouforyourreference.Youearn4%discountwhenyoupaycash.3.為對方著想。3.為對方著想。作為寫信人，我們常常自以為別人都會對

我們的產(chǎn)品和問題感興趣，而實際上，這種“為自己著想”的態(tài)度并不總對。體諒意味著當我們構(gòu)思一封信當我們構(gòu)思一封信時，要暫時忘記自己，而多想

想收信人的要求和需要。如果我們沒有向他們顯示引起他們注意的事情，他們可能不會對我們的事情感興趣。我們可以通過采取從對方角度著想時，要暫時忘記自己，而多想

想收信人的要求和需要。如果我們沒有向他們顯示引起他們注意的事情，他們可能不會對我們的事情感興趣。我們可以通過采取從對方角度著想的辦法來達到這一目的。通過下面兩個例子我們就可以看出“為對方著想”這種態(tài)度更有助于寫信人實現(xiàn)自己的意圖。??howmuchweshouldliketohaveyourorder.(weattitude)Whenyouorderourproducts，youwillsurelybenefitbyincreasedprofit.(youattitude)都是采用肯定的態(tài)度或肯定的思維。比如兩個簡單的例子:NOSMOKING/THANKYOUFOR NOTSMOKINGo嚴禁抽煙/ 謝絕抽煙兩個例子表達的意思是一樣的，旦閱讀者對于它們的認同度顯然是不同的o因此，在商務(wù)信件中，我們要盡量創(chuàng)造一種積極而肯定的氛圍，表達肯定意義的詞語比否定的詞語更有可能幫你達到目的。因此，我們應(yīng)該多強調(diào)對方按照你的要求做會給對方帶來什么樣的好處，而不是違背你的意圖會給對方帶來什么樣的壞處,這樣更能引起對方的關(guān)注，說服對方的可能性更大。肯定的詞語還有助于與收信人建立良好的關(guān)系。Weallowa5%discountforcashpayments.(“we"_attitude)Youearna5%discountwhenyoupaycash.(“you"—attitude)Wedonotbelievethatyouwillhavecausefordissatisfaction. Wefeelsurethatyouwillentirelysatisfy.Wecloseat5p.m? Weareopentill5p.m.Iwritetosendmycongratulations.---Congratulationstoyouonyour…Wewon'tbeabletosendyouthepamphletthismonth.■■■Wewillsendyouthepamphletnextmonth.正確原則(correctness)-封用于商務(wù)交往的信函應(yīng)該在各個方面都是正確的，其中包括格式、語法、單詞拼寫、術(shù)語選擇等。錯誤的用詞不僅容易造成雙方的誤解，導致交易出現(xiàn)糾紛，還可能對公司的形象和信譽產(chǎn)生不良的影響。例如：?Thisgoods'priceishigh.(x)?Thisarticleishighinprice.W)⑴Choosetheonlyaccuratefacts,wordsandfiguresA〃Youaskveryshortdeliveryforyourorder----Yourequirepromptdeliveryofyourordershortdelivery:short_weight,thequantityofshipmentislessthanthatoforderpromptdelivery:quickdeliveryB〃Thegoodssuppliedareexactlyequaltothesample.----a.Thegoodssuppliedaresimilarinqualitytothesample.b.Thesampleisthenearestinsizetothegoodsyouneed.Takeamatter-of-matterattitudetostatewhatyouwillsay.Don'toverstateorunderstate.Itisthelowestpriceavailabletoyou.-■■-Itisthelowestpricewecanoffernow.PayattentiontothecorrectunderstandingandusingthecommercialtermsA〃TermsforpricesEXW-■-■ExworksFOB----FreeonBoardCIF----Cost, Insurance&FreightCFR----Cost&FreightB〃 TermsforshipmentsPartialshipmenttobeprohibited—次性裝船JuneshipmentsubjecttoreceiptofL/CbyMay20六月份的裝船以收到貴方5月20日的信用證為條件Minimumofeachfortobe500cases每批最小數(shù)量為500箱C〃TermsofofferSubjecttoourfinalconfirmation以我方最后的確認為條件Thisofferisopenwithin15days.該盤15日內(nèi)有效Te