外贸函电Unit 1 priciples of business letters.ppt

Writing principles of the business letter (7C’s) (1)Consideration (2)Courtesy (3)Clarity (4)Conciseness (5)Concreteness (6)Correctness (7)Completeness (1)Consideration（体谅） a.Try to put yourself in HIS place and keep the reader’s request,needs,desires,as well as his feelings in mind.b.emphasize the YOU attitude; c.emphasize positive(肯定的,pleasant facts;(Examples of P16 on the book) (2)Courtesy（礼貌） a. more than Polite，stems from(来自于） a sincere you-attitude . b.sincere,tactful(言行得体的）, thoughtful and appreciative;c.avoid irritating（气愤的）, offensive（攻击的） orbelittling（贬低的） statements.d.answer letters promptly Examples of courtesy 但是根据西方国家函电书籍作者普遍的看法，所谓Courtesy是“客气而又体谅人”的意思。有的人还把Courtesy和Politeness这两个同义词做了比较，认为：Politeness的客气只是表现(focus on)在文章的语句上，而Courtesy则表现在对对方的“体谅”，例如： Polite a) We have received with many thanks your letter of Oct.7, and we take the pleasure of sending you latest catalog. We wish to draw your attention to a special offer, which we have made in it. Courtesyb) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of Oct. 7. (3)Clarity （清楚） a.explain yourself clearly; b.avoiding ambiguous sentences and needless jargon(行话，隐语）; c.Pay attention to the position of the modifiers and sentence structure (examples on P17) d. Paragraph carefully and properly One paragraph for one point is a good general rule一个段落一个意思 (4)Conciseness （简洁）(P18 on the book) a.in the fewest possible words; b.briefly but completely; Examples of clarity （一）避免使用可能产生不同理解或意义不明确的词汇As to the steamers sailing from Hongkong to San Francisco, we have bimonthly direct services.　　（从香港到旧金山有直达船）　　但是bimonthly 究竟是一个月两次，还是两个月一次呢？不明确。因此，最好清楚明白地说明“一个月两次”还是“两个月一次”：（a）We have two direct sailings every month from Hongkong to San Francisco.（每月两次直达船）（b）We have semimonthly direct sailing from Hongkong to San Francisco. （每半月一次直达船）（c）We have a direct sailing from Hongkong to San Fr