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高等學(xué)校英語拓展系列教程主編：胡英坤車麗娟外語教學(xué)與研究出版社高等學(xué)校英語拓展系列教程主編：胡英坤車麗娟外語教學(xué)與1Chapter1AnOverviewofBusinessWriting商務(wù)寫作概述Chapter1AnOverviewofBusine2AnOverviewofBusinessWritingChapter1Everybusinessmessageisdesignedtoachieveaspecificbusinessobjective.Itssuccessdependsonwhatitsaysandtowhatextentitinducesafavorableresponsefromthereader.AnOverviewofBusinessWritin3Chapter1ContentsofthischapterI.FunctionsofBusinessWritingII.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingIII.MoreCriteriaandTechniquesforEffectiveBusinessWritingIV.ApproachestoOrganizingBusinessWriting

V.AvoidSentenceFaults(additional)AnOverviewofBusinessWritingChapter1Contentsofthischapt4Chapter1I.FunctionsofBusinessWritingBusinesswritinghastwofunctions:1.ToinformAnOverviewofBusinessWriting2.TopersuadeChapter1I.FunctionsofBusine5Chapter11.ToinformAnOverviewofBusinessWritingMessagestoinformareusedtoconveythevastamountofinformationneededtocompletetheday-to-dayoperationsofthebusiness.Thepurposeistohavethereceiverunderstandabodyofinformationandconcentrateonthelogicalpresentationofthecontents.Chapter11.ToinformAnOvervie6Chapter1AnOverviewofBusinessWritingInadditiontoprovidinginformation,somebusinessmessagesalsoinfluencethereader’sattitudesandactions.2.TopersuadeChapter1AnOverviewofBusines7Chapter1II.SixC’s—CriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Courtesy2.Correctness3.Conciseness4.Clarity5.Concreteness6.CompletenessChapter1II.SixC’s—Criteriaa8Chapter1AnOverviewofBusinessWritingBeingcourtesywemeantreatingpeoplewithrespectandfriendlyhumanconcern.Courtesyusuallyinvolvesthreeaspects:

Usingyou-viewpoint

Takingapositivetone

Beingconversational1.CourtesyChapter1AnOverviewofBusines9Chapter1AnOverviewofBusinessWritingYou-viewpointwritingemphasizesthereader’sinterestandconcerns.Itemphasizes“you”and“your”andde-emphasizes“we”and“our”.Usingyou-viewpoint1.CourtesyChapter1AnOverviewofBusines10Chapter1AnOverviewofBusinessWriting—

Alargesaleofourproductswillmakeour

companymoreprofitable.—

Agoodsaleoftheproductswillbenefityou.—

Weareinneedoffundandyoumustpay…—

Tomaintainyourexcellentcredit,pleaseremit…—

Wecannotofferyouanyrefund…—

Youcouldobtainarefundif…—

Obviouslyyouforgettellingusthecolor…—

Pleaseindicateyourchoiceofcolor…Examplesofusingyou-viewpoint1.CourtesyChapter1AnOverviewofBusines11Chapter1AnOverviewofBusinessWritingExamplesofusingyou-viewpointWe-viewpoint1.Iamhappytoreport…2.Wearepleasetohaveyournewaccount.3.WemakeWilletrazorinthreeweights—light,medium,andheavy.Youviewpoint1.Youwillhappytoknow…2.Yournewchargeaccountisnowopenforyourconvenience.3.Sothatyoucanchoosetheonerazorthatisjustrightforyourbeard,Willetmakesrazorsforyouinthreeweights—light,medium,andheavy.1.CourtesyChapter1AnOverviewofBusines12Chapter1AnOverviewofBusinessWritingPositivewordsemphasizethepleasantaspectsthegoalandtendtoputthereaderintherightframeofmind.Negativewordstendtoproducetheoppositeeffect.TakingapositivetoneThinkofexamplesofnegativelanguageyouhaveheardthatcouldbeeasilybestatedusingpositivewords.1.CourtesyChapter1AnOverviewofBusines13Chapter1AnOverviewofBusinessWriting—

Wecannotunderstandwhyyouhavehadtroublewiththesearticles.(×)—

Wepresumethattheremustbesomereasonsforyouhavingtroublewiththesearticles.(√)—

Wewon’tbeabletosendyouthebrochurethismonth.(×)—

Wewillsendyouthebrochurenextmonth.(√)—

Yourletterisnotclearatall.Ican’tunderstandit.(×)—

IfIunderstandyourlettercorrectly…(√)Examplesoftakingapositivetone1.CourtesyChapter1AnOverviewofBusines14Chapter1AnOverviewofBusinessWritinga.StateideasusingpositivelanguageTakingapositivetone—

Don’tforgettosubmit

yourreport…—

Wecan’tshipyour

goodsuntil…—

Youneglecttoindicate

thespecification…—

Remembertosubmit…—

Youwillreceiveyour

goods…—

Pleasesendthecomplete

specification…1.CourtesyChapter1AnOverviewofBusines15Chapter1AnOverviewofBusinessWritingb.AvoidusingsecondpersonwhenstatingnegativeideasTakingapositivetone—Youmadenumerousmistakesonthispage.(×)—Thispagecontainnumerousmistakes.(√)—Youkeyedaperfectcopy.(√)1.CourtesyChapter1AnOverviewofBusines16Chapter1AnOverviewofBusinessWritingc.UsepassivevoicetoconveynegativeideasTakingapositivetone—

Suburodidnotproofreadthisproposalcarefully.—

Suburocompletedthejobtwomonthsbehindtheschedule.—

Suburocompletedthejobtwomonthsaheadoftheschedule.—

Theproposalwasnotproofreadcarefully.—

Thejobwascompletedtwomonthsbehindtheschedule.—

Thejobwascompletedtwomonthsaheadoftheschedule.1.CourtesyChapter1AnOverviewofBusines17Chapter1AnOverviewofBusinessWritingd.UsethesubjunctivemoodTakingapositivetoneNegative—

Icannotaccepttherecommendation.—

Iamnotabletoacceptyourinvitation.subjunctivemood—

IwishIcouldaccepttherecommendation.—

IcouldacceptyourinvitationifIweretocancelmymeetingon…1.CourtesyChapter1AnOverviewofBusines18Chapter1AnOverviewofBusinessWritinge.IncludeapleasantstatementinthesamesentenceTakingapositivetone—

Yourpersonalratingsforcommunicationabilityweresatisfactory.—

Yourpersonalratingsforcommunicationabilityweresatisfactory,butyourratefortechnicalcompetence

wasexcellent.1.CourtesyChapter1AnOverviewofBusines19Chapter1AnOverviewofBusinessWritingInagoodletteraconversationisheld.Thereadershouldbemadetoforgetthathe/sheisreadingaletter.BeingconversationalItleavesafavorableimpressiononpeople.Itisalsothelanguageweusemostandunderstandbest.1.CourtesyChapter1AnOverviewofBusines20Chapter1AnOverviewofBusinessWritingCorrectgrammar,punctuationandspellingarebasicrequirementsforbusinesswriting.Correctnessmeanschoosingthecorrectleveloflanguage,andusingaccurateinformationanddata.2.CorrectnessChapter1AnOverviewofBusines21Chapter1AnOverviewofBusinessWriting—

Enclosedisthecopyofreceipt.(×)—

Enclosedisacopyofthereceipt.(√)—

Iamlookingforanothersaleschannels.(×)—

Iamlookingforothersaleschannels.(√)Examples2.CorrectnessChapter1AnOverviewofBusines22Chapter1AnOverviewofBusinessWriting1.withpronounsOurcompetitorsweremostsuccessfulthanours(us).2.withadjectivesThetwofirst(firsttwo)itemsarenotavailable.3.witharticleWeareinterestedinsame(thesame).Examples2.CorrectnessChapter1AnOverviewofBusines23Chapter1AnOverviewofBusinessWriting4.withverbsNeitheroftheoffersare(is)acceptable.Ablockofflatsare(is)beingbuilt.5.withadverbsWehadaquite(quitea)successfulmeeting.6.withconjunctionsHenotonlybuilt(builtnotonly)houses,butalsoflats.Examples2.CorrectnessChapter1AnOverviewofBusines24Chapter1AnOverviewofBusinessWriting7.withparticiplesWhilestudyingthereport,thetelephonerang.(insert“Iwas”betweenwhileandstudying)ExamplesSpecialattentionshouldalsobepaidtonamesofarticle,specifications,quantity,figures,units,etc.2.CorrectnessChapter1AnOverviewofBusines25Chapter1AnOverviewofBusinessWritingConcisenessmeanstowriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.Concisenesswillgiveemphasistoyourmessage.3.ConcisenessChapter1AnOverviewofBusines26Chapter1AnOverviewofBusinessWriting1.EliminateredundanciesRedundancy:aphraseinwhichonewordunnecessarilyrepeatanideacontainedinancompanyingword,suchasexactlyidentical,pasthistory,advanceforward,briefsummary,honesttruth,hotwaterheater.Howtocommunicateconcisely?3.ConcisenessChapter1AnOverviewofBusines27Chapter1AnOverviewofBusinessWriting2.Useactivevoicetoreducethenumberofwords3.Includeonlyessentialinformation4.Eliminateclichésthatareoftenwordyandnotnecessarytounderstandthemessage5.Donotrestateideasthataresufficientlyimplied6.Usesuffixesorprefixes7.UsecompoundadjectivesHowtocommunicateconcisely?3.ConcisenessChapter1AnOverviewofBusines28Chapter1AnOverviewofBusinessWriting—

Wedonotanticipateanyincreaseinpricesin

thenearfuture.(×)—

Wedonotexpectpricestorisesoon.(√)—

Owingtothefactthatyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(×)—

Becauseyourcompetitor’spriceismuchlowerthanyours,wecannotacceptyouroffer.(√)Examples3.ConcisenessChapter1AnOverviewofBusines29Chapter1AnOverviewofBusinessWritingShortenwordyexpressions.Wehavebeguntoexportourmachinestocountriesabroad.Exercises3.ConcisenessKey:Wehavebeguntoexportourmachines.

Chapter1AnOverviewofBusines30Chapter1AnOverviewofBusinessWritingUsewordstoreplacephrasesorclauses.1.IntheeventthatyouspeaktoMr.Woodin

regardtoproduction,askhimtogive

considerationtothedeliveryschedule.2.Werequirefurniturewhichisofthenewtype.3.ConcisenessKey:1.IfyouspeaktoMr.Woodaboutproduction,askhimtoconsiderthedeliveryschedule.2.Werequirenew-typefurniture.ExercisesChapter1AnOverviewofBusines31Chapter1AnOverviewofBusinessWritingBusinesswritingshouldbevivid,specificandconcreteratherthanvague,generalandabstract,especiallywhenthewriterarerequiringaresponse,tryingtosolveaproblem,makinganofferoracceptance,etc.4.ClarityChapter1AnOverviewofBusines32Chapter1AnOverviewofBusinessWriting—Theyhaveadecidedadvantageinregardto

freight.(×)—Theyhaveadecidedadvantageinregardto

freightcharges.(√)—TheyinformedMessrs.SmithandRichardsonthattheywouldreceiveananswerinafewdays.(×)—TheyinformedMessrs.SmithandRichardsonthatthelatterwouldreceiveananswerinafewdays.(√)Examples4.ClarityChapter1AnOverviewofBusines33Chapter1AnOverviewofBusinessWritingClaritytellsthereaderexactlywhattheauthorwantsandneedstoknow,usingwordsandaformatthatmakethewritingstotallyunderstood.Familiarwordsandsimplesentencesratherthandifficultwordsandcomplexsentencesarepreferredforthispurpose.4.ClarityChapter1AnOverviewofBusines34Chapter1AnOverviewofBusinessWriting—

Ourapplesareexcellent.(×)—

Ourapplesarejuicy,crispyandtender.(√)—

SmithtonCompanyisourbigbuyer.(×)—

SmithtonCompanydidmorethanonemillionUSDworthofbusinesswithusin2005.(√)Examples5.ConcretenessChapter1AnOverviewofBusines35Chapter1AnOverviewofBusinessWriting—

Thesebrakescanstopacarwithinashortdistance.(×)—

TheseGoodsonpowerbrakescanstopa2-toncarwithin24feet.(√)—

AdecisionhasbeenmadetosetupanofficeinOsaka.(×)—

TheboardofdirectorsdecodedtosetupanofficeinOsaka.(√)Examples5.ConcretenessChapter1AnOverviewofBusines36Chapter1AnOverviewofBusinessWritingAllthenecessaryinformationanddatashouldbeincludedinthemessagebecausetheycanhelpthesendergetthereceiver’sresponsesandachievedesiredobjective.Anincompletemessagemayresultinlossofgoodwill,sales,andvaluedcustomers,andrequiresmoretimeintryingtomakesenseoutofit.6.CompletenessChapter1AnOverviewofBusines37Chapter1AnOverviewofBusinessWritingSupposeyouarewritingalettertoyoursuppliertellinghimthathisgoodswerenotdeliveredontime.Whatkindofinformationshouldyouincludeinyourletter?6.CompletenessExercisesChapter1AnOverviewofBusines38Chapter1AnOverviewofBusinessWritingRemindhimofhispromiseoftimelydelivery.Key:Informhimwhatlossesthishascausedyou.Askforcompensationifthereisanyagreementonthat.Expectnosuchthingwillhappenagain.6.CompletenessChapter1AnOverviewofBusines39Chapter1III.MoreCriteriaandTechniquesforEffectiveBusinessWritingAnOverviewofBusinessWriting1.Singlingoutyourreader2.Usingthereader’sname3.Buildinggoodwill4.AvoidingangerChapter1III.MoreCriteriaand40Chapter1AnOverviewofBusinessWritingTosingleoutyourreaderinaletter,youshouldwriteforhis/herparticularsituation.Whatyousaythroughoutthelettershouldmakeitclearthatthereaderisgettingindividualtreatment.1.SinglingoutyourreaderChapter1AnOverviewofBusines41Chapter1AnOverviewofBusinessWritingItmakesthereaderfeelthathis/heridentityasanindividualisrecognized.Useitonceortwiceintheletter,butnosooften.2.Usingthereader’snameChapter1AnOverviewofBusines42Chapter1AnOverviewofBusinessWritingOnesurewaytobuildgoodwillistodoalittlemorethanyouhavetodoforyourreader.Inarefusalletter,itwillmakethereaderfeelmuchmorecomfortableifyouexplainandjustifyyourrefusal.3.BuildinggoodwillChapter1AnOverviewofBusines43Chapter1AnOverviewofBusinessWritingAngerdestroysgoodwill.Mostcommentsmadeinangerdonotprovideneededinformation.Theeffectofangrywordsistomakethereaderangry.Asaresult,youcanneithergetthebusinessdone,normaintaininggoodrelationships.4.AvoidingangerChapter1AnOverviewofBusines44Chapter1IV.ApproachestoOrganizingBusinessWritingAnOverviewofBusinessWriting1.Directnessingoodnewsandroutinemessages2.Indirectnessinbadnewsmessages3.IndirectnessinpersuasionChapter1IV.ApproachestoOrga45Chapter1AnOverviewofBusinessWritingGoodnewsorroutinemessagesfollowadirectorder—themessagebeginswiththemainidea.Topresentgoodnewsorroutinemessagesdeductively,beginwiththemajoridea,followedbysupportingdetails,andendwithgoodwill.1.DirectnessingoodnewsandroutinemessagesChapter1AnOverviewofBusines46Chapter1AnOverviewofBusinessWritingAnindirectorderconsistsoffourparts:Abuffer;Thereasonssupportingthenegativedecision;Aclear,diplomaticstatementofthenegativedecision;Ahelpful,friendlyandpositiveclose.2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusines47Chapter1AnOverviewofBusinessWritingExamplesofabuffer—

Asyoumentioned,promptdeliveryissoimportantthatwehavebeenmakingeveryefforttoaccomplishit.—

Weappreciateyourwritingtousaboutthequalityofourproducts.2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusines48Chapter1AnOverviewofBusinessWritingReasonssupportingthenegativedecision—

Asyouknow,supplyingbestqualityproductsandservicesisourcompany’spolicy.—

Weappreciateyourwritingtousaboutthequalityofourproducts.2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusines49Chapter1AnOverviewofBusinessWritingExamplesofaclear,diplomaticstatementofthenegativedecision—

Forthisreasonwecanonlyoffertheretailprice.

Compare:cannotgrantthediscountasrequested—

WefinditdifficulttoshipthegoodsbeforeChristmas.Compare:cannotship2.IndirectnessinbadnewsmessagesChapter1AnOverviewofBusines50Chapter1AnOverviewofBusinessWritingExamplesofahelpful,friendlyandpositiveclose—

Thankyouagainforyourcooperationinthismatter.—

Itwouldbepossibleforyoutoobtainat