the attention line亲启栏.ppt

第一章 商务信函 第一节 概述 1.1 写好商务的信函的基本要求 1. About the Writer 1) a good command of standard English 2) knowledge of business theory and practice 3) knowledge of technical terms 4) knowledge of psychology 5) skill in salesmanship 2. Some Rules of Good Writing 1) studying your reader’s interest 2) adopting the right tone 3) writing naturally and sincerely 4) writing clearly to the point 5) being courteous and considerate 6) avoiding wordiness 7) avoiding old commercial jargon 8) planning your letter and writing effectively 3. Principles of Business Letter-writing （1）Completeness （2）Concreteness 1）使用明确的事实和具体的数字； 2）用动词表示行为主体。在行为不明确时，使用主动态而不使用被动态或词； 3）使用逼真、形象的词汇； 4）尤其要注意词序，摆正修辞的位置。 （3）Clearness 1）挑选简单明了词汇，这些词汇短，常用，口语式，简单易懂； 2）使用有效的句子和段落。通常句子的平均长度为约17～20个词。较短的段落有助于对方把信看完。通常一封信的段落不超过10行； 3）信要具有整体性，连贯性，重点放在你的表述上。 比较下面的两个句子。句子B比句子A更清楚有效： We have your remittance 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. （4）Conciseness 1）删去陈腐的表达式； 2）避免不必要的词汇； 3）有礼貌地包括仅相关的事实； 4）有效地理顺条理。 请比较下列句子： The senator, who comes form New York, gave a speech that was long and tedious. (poor) B. The senator from New York gave a long, tedious speech. (better) （5）Courtesy 1）真实得体，体贴周到，正确评价； 2）使用个人、友好、谦恭的语气； 3）删去那些惹人生气，令人受伤害或者贬低人格的表达式。 4）回复要及时。如果回复函推迟了，你必须给出理由充分、可以理解的原因。 下面的A句生硬粗鲁，而B句则谦恭礼貌： A. Unfortunately we cannot fill your order because you failed to send your check. B. We shall be glad to fill your order as soon as we receive your check. （6）Consideration A. Apparently you misunderstood our order. Anyway you shipped the wrong thing. (poor) B. Apparently our instructions are not clear, with the result that the wrong article was shipped. (better) Please accept our deepest apologies for the thoughtless error we made in your November 14 order when you had sent us your check two weeks earlier. Our accounting department is extremely embarrassed and sorry, as are all of us