the Principles of Business Letter外贸函电的语言特点.ppt

Writing Principles of the Business Letter Practical English writing, especially, business English writing, is the model of practical language. Its main function is to inform or remind counterpart or public of a certain thing or public affairs and to ask the counterpart or public to act according to the rules stimulated in what is written. Such a practical writing has its specific language style, that is, the essential language features which are called the seven “Cs”: Courtesy, Consideration, Completeness, Clearness, Conciseness, Correctness, Concreteness. 1.Courtesy 礼貌 Courtesy is not mere politeness. It stems from a sincere you-attitude (尊重，理解和体谅对方的态度）. A. Change the commanding tone into requesting tone, that is, change the imperative sentence into general question with the word “will” or “would” at he beginning. B. Use the past subjunctive form. C. Use mitigation and avoid overemphasizing your own opinion or irritating your partner. D. Passive voice should be used accordingly. E. Try to avoid using the words with forcing tone or arousing unpleasantness. F. Use the words or expressions with the meaning of joy, thanks and regret etc. Compare: A. We have received with many thanks your letter of 20 May, and we take the pleasure of sending you our latest catalog. We wish to draw your attention to a special offer which we have made in it. B. You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of 20 May. 2.Consideration 体谅 Consideration emphasizes You-attitude rather than We-attitude. When writing a letter keep the reader’s request, needs, desires, as well as his feelings in mind. Plan the best way to present the message for the reader to receive (写信时要处处从对方的角度去考虑有什么需求，而不是从自身出发，语气上更尊重对方). Compare: 1. You earn 2 percent discount when you pay cash. We will send you the brochu