实用英语文函写作第二版课件 教学课件 ppt 作者 贾琰 程欣 主编U2.ppt

General Introduction of Seven “Cs” Communication is a two-way process: sending a message and receiving a message. It is not only the sending of a message, but also the process by which the message affects responds. Controlling the response is the chief goal of the writer. Communication is circular, not liner as stated by Norbert Weiner. There are some elements that are necessary for effective communication. Every business letter will have these elements to some extent. Courtesy Courtesyto give the receiver a feeling of importance and satisfaction is a basic principle for business letters. Every letter should be looked upon as a representative of the firm and as a messenger of goodwill. Courtesy is the expression of one’s good intentions towards the reader, in such a way, the reader in turn express his or her good intentions toward the writer. All this goes toward building goodwill, and goodwill is the very foundation of every successful business. To achieve this goal, a business letter in no circumstances ever should be discourteous. You should not accuse your customers of their mistakes, shirk your own responsibility, brush away your customers’ request, refuse to your customers or not be grateful for their help. Never show your anger in a business letter. Anger only helps to make the reader angry. Sometimes discrepancy may occur in business, but with diplomacy and tact it can be overcomed and settled without ill will on either side. When doing this you should be tactful, thoughtful and appreciative. Adopting the right tone is also very important. The right tone arouses good will, warmth and interest in your reader. Avoid irritating, offensive or belittling statements. If the writer and the reader aim to cooperate, the tone of superiority should never appear. Phrases like “If what you said is true…”, “If …as you state…” may make your reader think that you are suspicious of his integrity. “You neglected…”, “You forgot…” may risk offending your reader with accusatio