商务英语写作教案.docx
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商务英语写作教案.docx
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商务英语写作教案
Chapter1IntroductiontoBusinessWriting
ITeachingObjectives:
Studentswillbeableto
1.Learnthefunctionsandbasicpatternofbusinesswriting;
2.Awarethecriteriaforeffectivebusinesswriting;
3.Mastertheeffectsofinformation-communicationinbusinesswriting.
4.Learnthebasicpatternsofbusinesswriting
IIContents:
1Topic:
AnOverviewofBusinessWriting
2Keywords:
functionscriteriaeffectspatterns
3Function:
Understandwhypracticalwritingissoimportantandwhatbusinesswritingis.
IIIProcedure:
1.1Introduction
Q:
Whytheabilitytowriteeffectivelyisavaluablebusinessasset?
♦Agreatdealofbusinessistransactedinwriting.
♦Effectivebusinesswriterscanpromotegoodrelationswithcustomers,employeesandthegeneralpublic.Thentheycanhelptoincreasetheircompany’ssalesandprofits.
♦Proficiencyinwritinggivesoneapersonaladvantageinbusiness;andcontributessubstantiallytoone’sself-confidence.
1.2Functionsofbusinesswriting
★Toinform:
youexplainsomethingortellreaderssomething
★Topersuadeorrequest:
youwantthereadertoact.Theword“request”suggeststhattheactionwillbeeasyorroutine;“persuade“suggeststhatyouwillhavetomotivateandconvincethereaderstoact.
★Toentertain
★Tobuildgoodwill:
youcreateagoodimageofyourselfandofyourorganization-thekindofimagethatmakespeoplewanttodobusinesswithyou.
Mostmessageshavemultiplepurposes.Whenyouansweraquestion,you’reinforming,butyoualsowanttobuildgoodwillbysuggestingthatyou’recompetentandperceptiveandthatyouransweriscorrectandcomplete.Inaclaimsadjustment,whetheryouranswerisyesornot,youwanttosuggestthatthereader’sclaimhasbeengivencarefulconsiderationandthatthedecisionisfair,businesslike,andjustified.
Document
Descriptionofdocument
Purpose(s)ofdocument
Quotation
Lettergivingpriceforaspecificproduct,fabrication(装配),orservice
Inform,buildgoodwill(priceisreasonable)
Claimsadjustment
Lettergrantingordenyingcustomerrequesttobegivencreditfordefectivegoods
Inform,buildgoodwill
Jobdescription
Descriptionofqualificationsanddutiesofeachjob.Usedforperformanceappraisals,settingsalaries,andforhiring
Inform,persuadegoodcandidatestoapply;buildgoodwill(jobdutiesmatchlevel,pay)
10-Kreport
ReportfiledwiththeSecuritiesandExchangeCommission(SEC)detailingfinancialinformation.
inform
Thank-youletter
Lettertosuppliers,customers,orotherpeoplewhohavehelpedindividualsorthecompany
Buildgoodwill
1.3Criteriaforeffectivebusinesswriting(6C’s):
♦Asuccessfulbusinessmessage:
(1)thereceiverinterpretsthemsgasthesenderintendedit.
(2)itachievesthesender’spurposes.
♦SixC’sprinciples:
ØCourtesy:
treatingpeoplewithrespectandfriendlyhumanconcern.
ØCorrectness:
correctgrammar,punctuationandspelling;choosingthecorrectleveloflanguageandusingaccurateinformationanddata.
ØConciseness:
towriteinthefewestpossiblewordswithoutsacrificingcompletenessandcourtesy.
ØClarity:
shortfamiliarwordsandsimpleshortsentencesarebetter.(yourwritingsaretotallyunderstood)
ØConcreteness:
vivid,specific,definite
ØCompleteness:
includeallnecessaryinformationanddata
BASICFIVECRITERIA:
1.It’sclear(Clarity).Themeaningthereadergetsisthemeaningthewriterintended.Thereaderdoesn’thavetoguess.
2.It’scomplete(Completeness).Allofthereader’squestionsareanswered.Thereaderhasenoughinformationtoevaluatethemsg.andactonit.
3.It’scorrect(Correctness).Alloftheinformationinthemsg.isaccurate.Themsg.isfreefromerrorsinpunctuation,spelling,grammar,wordorder,andsentencestructure.
4.Itsavesthereader’stime.----(Conciseness)Thestyle,organization,andvisualimpactofthemsg.helpthereadertoread,understand,andactontheinformationasquicklyaspossible.
5.Itbuildsgoodwill.Themsg.presentsapositiveimageofthewriterandhisorherorganization.Ittreatsthereaderasaperson,notanumber.Itcements[tomakearelationshipbetweenpeople,countries,ororganizationsfirmandstrong
cementarelationship/alliance]agoodrelationshipbetweenthewriterandthereader.
1.4Adaptingtomodernchangesinbusinesswriting(communicateeffects)
✧goodwilleffects:
Itisdesirableinletter[formalsomethingthatisdesirableisworthhavingordoing]because:
(1)forbusinessreasons
(2)Itistheeffectmostofuswantinourrelations.
✧othereffects:
sometimesensurethesuccessofbusinessletters.
(1)thetechniquesofpersuasion
(2)techniquesthatemphasizeyourqualification(3)playdowntheunwelcomepart
✧Achievingthedesiredeffects,wecandothefollowing:
✓ConversationalStyle:
warmandnaturallanguage
✓ResistingTendencytoBeFormal:
Thereisamisconceptionthatbigwordsanddifficultwordsarepreferredinbusinessletters.Theyresultedinacoldandunnaturalstyle—donotproducegoodwilleffect.
✓AvoidingtheOldLanguageofBusiness:
coldtone,formallanguageoflawandflowerylanguageofnobility.
E.g.:
Yourletterofthe7thinst(-datedorfmlcommerce-instant(ofthismonth));
Pleasebeadvisedto…;
Whereinyoustateasper(根据)yourletter;
Thankingyouinadvance.
✓You-viewpoint(you-attitude你式写法)---buildinggoodwill:
focusinterestonthereader—forpersuasionandforinfluencingpeoplefavorably—emphasize“you”and“your”,de-emphasize“we”and“our”—notjustusingsecondpronouns,butplacingthereaderinthecenterofthings—Readyourmsg.overasifyouwereinyourreadersshoes.Howwouldyoufeelifyoureceivedit?
—avoidinsincerity,obviouslyflattery,toochummy[friendly亲切的],avoidslang,clichés,and“in”jokes[sharedbyorappealingtoasmallgroup(小圈子内)分享的或感兴趣的:
anin-joke一则内部笑话.].—usingitforgoodgoals.
✓AccentonPositiveLanguage:
bestforlettergoals,putthereaderintherightframeofmind;createthegoodwillatmosphere.
●Youemphasizethepositivewhenyou:
(1)Putpositiveinformationfirst,giveitmorespace,orsetitoffvisuallyinanindented[缩进的]list.
(2)Eliminatenegativewordswheneverpossible.
(3)Focusonwhatispossible,notwhatisimpossible.
✓SinglingOutYourReader:
writeforthereader’sparticularsituation,andthereadergetsindividualtreatment.“Welookforwardtothepossibilityofsendingourexecutivestoyouintheyearsahead.”
✓UsingtheReader’sNames:
Itmakesthereaderfeelthathis/heridentityasindividualisrecognized.---onceortwice,nottoooften.
✓AvoidingAnger:
jeopardizegoodwill—sarcasm,insult,exclamation;butwhenpositivewordshavenotbroughtdesiredresults,negativewordsmaybejustified.
1.5Basicpatternsofbusinesswriting:
deductively[usingtheknowledgeandinformationyouhaveinordertounderstandorformanopinionaboutsomething]
orinductively[usingknownfactstoproducegeneralprinciples]inductiveargument是总结,归纳。
先举出散例/特征,然后归纳总结。
deductiveargument是给一个总的定义/概念,然后再找实例/原因来support你的theme(中心思想)
Thesecanelicittheresponseoraction:
✧1.directnessingood-newsandroutinemessages:
✐Beginwiththemainidea(presentgood-newsorroutineinformation);
✐Followedbysupportingdetails;
✐Endwithgoodwill
✧2.indirectnessinbad-newsmessages:
✐abuffer
✐reasonssupportingthenegativedecision
✐aclear,diplomaticstatementofthenegativedecision
✐ahelpful,friendly,andpositiveclose.
✧3.indirectnessinpersuasion
✐Openwithwordsthatsetupstrategy–needsandappeals,emotion,logicandcredibility,andgainattention.
✐Presentthestrategy(persuasion)—usingpersuasivelanguageandyou-viewpoint
✐Endtheletterbydescribingpreciselywhatyouwouldliketohappen,restatinghowtheaudiencewillbenefitbyactingasyouwishandmakingactioneasytotake.
1.6Pairwork-questionsforcomprehension
1.7Groupdiscussion-sampleanalysis
1.8Practice
VIAssessment
Exercisesinthetextbook
补充专题:
Mainpointisburied
Gentlemen:
Whatinformation?
Pleasebeadvisedthatuponreviewingyourcreditfilewithuswefindtheinformationhereinoutdated.Inanefforttoexpeditethehandlingofyourfutureorderswithus,andtoallowustoopenanappropriatelineofcreditforyourcompany,weaskthatyousendanupdatedlistofvendorreferences.Anyotheradditionalfinancialinformationthatyoucansupplywouldbetobothofourbenefits.
Proveit!
Maywehearfromyousoon?
⏹Clarity:
Say
Don’tsay
Say
Don’tsay
Big
Substantial
Toissue
Topromulgate
Home,house
Domicile
Pay
Remuneration
Use
Utilize
About
Circa
For
Forthepurposeof
During
Duringtheyearof
Need
Haveneedfor
Often
Inmanycases
Because
Duetothefactthat
Since
Forthereasonthat
Economical
Wordy
Willupleasereturntheenclosedcardandarrangeaconvenienttimeforaninterview?
AtthistimeIamwritingtoyoutoenclosethepostpaidappointmentcardforthepurposeofarrangingaconvenienttimewhenwemightgettogetherforapersonalinterview.
IamwritingabouttheRussellaccounttolistpotentialissuesbeforetheclient’svisit.
IamwritinginordertolistthepotentialissuesinregardtotheRussellaccountinadvanceoftheclient’svisit.
Concrete
General
Thesebreaksstopa2-toncar,traveling60milesanhour,within240feet.
Thesebreaksstopacarwithinashortdistance.
Thiscomputertypes1,000personalized150-wordcampaignlettersinonehour.
Thiscomputerreproducescampaignlettersfast.
⏹You-attitude
Puttingwhatyouwanttosayinyou-attitudeisacrucialstepbothinthinkingaboutthereader’sneedsandincommunicatingyourconcerntothereader.
H
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