商务信函语气案例.ppt

商务信函语气案例.ppt

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,BusinessEnglishWriting商务英语写作,主讲人栾述文中国石油大学文学院,BusinessEnglishWriting商务英语写作,主讲人栾述文中国石油大学文学院,ToneofaBusinessLetter,第三讲,商务信函的语气,Unit3ToneofaBusinessLetter,3.1WritingforAudienceIntroduction,Adaptthemessagetofitthespecificneedsoftheaudience;Agoodwriterhasastrongmentalpictureoftheaudience;Focusonrelevantinformationofthereceivertoenvisiontheaudience;Haveaclearpictureofthereceivertocommunicatewithanindividual;Physicalbackground（education,occupation,religion,culture）,values,opinions,preferences,Unit3ToneofaBusinessLetter,3.1WritingforAudienceIntroduction,Adaptationincludes:

Assumeanempatheticattitude;Focusonthereceiverspointofview;Usebias-freelanguage;Avoidstatementsthatdestroygoodwill;Protectapositive,tactfultone.,Unit3ToneofaBusinessLetter,3.1WritingforAudience1.AssumeanEmpatheticAttitude,Whatisempathy?

Empathyisanattitudethatenablesapersontoidentifyanothersframeofreference（knowledge,feelings,andemotions）andtoprojectorcommunicateunderstandingbacktotheperson.Whatdoesthephraseputoneselfinanothersshoes（putoneselfintheshoesofanother）imply?

Empathyrequiresonetoexperienceanotherpersonssituationfirsthand.,Unit3ToneofaBusinessLetter,3.1WritingforAudience1.AssumeanEmpatheticAttitude,Whatwillyoudothesituationwhenyoucantwalkinanothersshoes?

Youcanempathizebymentallyprojectinghowyoubelieveyouwouldfeelifthatsituationthathadhappenedtoyou.Whatisthefunctionofempathy?

Empathyisanexcellentwaytoestablishrapportandcredibilityandtobuildlong-lastingpersonalandbusinessrelationships.,Unit3ToneofaBusinessLetter,3.1WritingforAudience2.FocusontheReceiversPointofView,WhatisaYou-Attitude,I-Attitude,We-Attitude?

You-Attitudemeansthinkingintermsoftheotherpersonsinterestsandtryingtoseeaproblemfromtheotherspointofview.Arestatementsthewriter-centeredorthereceiver-centered?

Unit3ToneofaBusinessLetter,3.1WritingforAudience2.FocusontheReceiversPointofView,I-orWriter-CenteredandReceiver-CenteredStatements,Unit3ToneofaBusinessLetter,3.1WritingforAudience3.UseBias-freeLanguage,Incompetitiveworkplace,awritercantaffordtheriskofsendinganinsensitivemessage.Managersincompetitivediverseworkforcecantaffordtoalienateemployeesandcustomers.AvoidUseofGender-BiasLanguageWhenthegenderofanounhasnotbeenrevealed,donotuseamasculinepronoun.e.g.Whenyouraccountcompletesyear-endfinancialstatements,askhimtosendacopytotheloanofficer.（）,Unit3ToneofaBusinessLetter,3.1WritingforAudience3.UseBias-freeLanguage,WaystoCorrectGender-BiasedLanguage:

1）Avoidusingapronoun2）Repeatthenoune.g.askhimto.asktheguidto3）Useapluralnoune.g.they.4）Usepronounsfrombothgenderse.g.Heorshewillinturn.,4.AvoidStatementsThatDestroyGoodwill,Thetoneofamessageconveysawritersorspeakersattitudetowardsthemessageandthereceiver.Thetoneofamessagecondescendingdiminishchancesforachievinggoodhumanrelations.,Unit3ToneofaBusinessLetter,3.1WritingforAudience4.AvoidStatementsThatDestroyGoodwill,1）EliminateCondescensionCondescendingwordsconnatethatthecommunicatoriscomingdownfromalevelofsuperioritytojointhereceiveronalevelofinferiority.

（1）Asaretirededitorofbestseller,IcouldassistyouineditingyourPTAnewsletter.

（2）WithmyPhDandyourGED,weshouldbeabletoworkoutasuitablesetofbylawsforthenewclub.（Suchreminderofinequalityseriouslyhampercommunication.）PTA:

Parent-TeacherAssociation（美国）（学生）家长-教师联谊会；newsletter简报;GED:

generaleducationaldevelopment普通教育水平,Unit3ToneofaBusinessLetter,3.1WritingforAudience4.AvoidStatementsThatDestroyGoodwill,2）DealwithaFlatteringToneAppropriatelyComplimentsnormallyelicitfavorablereactions.Complimentscanincreaseareceiversreceptivitytosubsequentstatements.Complimentscandomoreharmthangoodifpaidatthewrongtime,inthewrongsetting,inthepresenceofthewrongpeople,orforasuspiciousmotive.Flatterymaybeacceptedgracefully,butthenetresult（finalresult）isnegative.,Unit3ToneofaBusinessLetter,3.1WritingforAudience4.AvoidStatementsThatDestroyGoodwill,2）DealwithaFlatteringToneAppropriatelyTherecipientismorelikelytointerpretunderservedpraiseasanattempttocurryfavor（flatter）.Flatterycausessuspicionofmotivethatmakeseffectivecommunicationlesslikely.,3）AvoidStatementofSurprise,DoubtandJudgementPhrasesrevealingawriterssurpriseaboutthereceiversbehaviorcancauseproblemsinhumanrelations.e.g.Iamsurprisedthatyoudidnotaccept.（risky）Ijustcantunderstandyourattitudetowardsoursuggestions.（risky）,Unit3ToneofaBusinessLetter,3.1WritingforAudience4.AvoidStatementsThatDestroyGoodwill,3）AvoidStatementofSurprise,DoubtandJudgementSuchexpressionslikeIamsurprised,Iamaccustomedtonormalbehavior,Icantunderstandareoffensivetoreceiversandputtheminapositionofrecognizedinferiority.Iamsorryyouareupsetisintendedasaheart-feltapology,butIamsorrycanbecompletelyovershadowedbyyouareupset.（ThismeansthatYourconductissuchthatIrecognizeyourlackofself-control.Becauseofyourcondition,youcouldnotbethinkingrationally）.,Unit3ToneofaBusinessLetter,3.1WritingforAudience5.ProjectaPositive,TactfulTone,Beingadeptatcommunicatingnegativeinformationgivesyoutheconfidenceyouneedtohandlesensitivesituationsinapositive,constructivemanner.Statingunpleasantideastactfullyandpositivelypreservesthereceiversself-worthandbuildsfuturerelationships.RulestoReducetheStingofanUnpleasantThought:

1）StateIdeasbyUsingPositiveLanguagePositivewordsmakethemessagemorediplomatic.Positivewordssoundmorepleasinganddobettertopromotehumanrelations.Speakwordsofwhatcanbedoneinsteadofwhatcantbedone.Speakwordsofthepleasantinsteadoftheunpleasant.,3.1WritingforAudience5.ProjectaPositive,TactfulTone,1）StateIdeasbyUsingPositiveLanguage,2）AvoidUsingSecondPersonWhenStatingNegativeIdeasYoukeyedaperfectcopy.（Containapositiveidea）Youmadenumerousmistakesinthispaper.（Containanegativeidea）Remembertousesecondpersonforpresentingpleasantideas.,Unit3ToneofaBusinessLetter,Unit3ToneofaBusinessLetter,3.1WritingforAudience5.ProjectaPositive,TactfulTone,3）UsePassiveVoicetoConveyNegativeIdeasDontpresentanunpleasantthoughtemphaticallywhichmakeshumanrelationsdifficult.Thepassivevoiceplacesmoreemphasisonthethingthanontheperson（doer）.,Unit3ToneofaBusinessLetter,3.1WritingforAudience5.ProjectaPositive,TactfulTone,4）UsetheSubjunctiveMoodSubjunctivemoodcanhelpimprovethetoneofamessage.Subjunctivemoodcantransmitnegativeideasinpositivelanguage.Positivelanguageismorediplomatic.Whenareasonisincluded,thenegativeideaislessobjectionable.,Unit3ToneofaBusinessLetter,3.2ThreeApproachesinDealingwithMessages,Thecloserrelationshipthetwocommunicatorscontain,themoreinformaltheymightbeinconveyingthemessages.Anoldcustomertendstomakeinquiriesinadirectmannerintheletterofinquiry.Apotentialcustomerapproachesthesellerwiththemessagesentinapoliteform.Threeapproaches:

directapproach,indirectapproach,politeapproach.,Unit3ToneofaBusinessLetter,3.2ThreeApproachesinDealingwithMessages,1.DirectApproachinDealingwithGood-newsRoutineMessage,

（1）Whatisthedirectapproach?

Directapproachmeansarrangingideasinadirectorder,usuallybeginningwiththemostimportantpointandworkingdownward.

（2）Whatisthefunctionofdirectapproach?

Directapproachisgoodforallgood-newsandroutinemessage,givingthereaderthesenseofimmediacy.（3）Whatkindofpeopleoftenusedirectapproach?

Twofamiliarpartnersortwocompanieswithgoodrelationsdo.,（4）Howisthedirectapproachorganized?

Presentthemostimportantinformationinapositiveway;Givethenecessaryexplanation;Covertheremainingpartoftheobjective;Endwithgoodwill.,Unit3ToneofaBusinessLetter,3.2ThreeApproachesinDealingwithMessages,2.IndirectApproachinDealingwithBad-newsMessages,Abusinessrendersservicestothecustomersandmeettheirdemands.Nobusinesscanmeetallthecustomers,ithastosay“No”toitspatrons.Useindirectapproachtowriteanegativemessage.IndirectOrganizationalPatternforUnfavorableResponse:

Beginwithabuffer（缓冲）;Explainwhytherefusalhastobemade;Statetherefusal;Offeraconstructivesuggestionoranalternativeplan;Closepositively.,Unit3ToneofaBusinessLetter,3.2ThreeApproachesinDealingwithMessages,2.IndirectApproachinDealingwithBad-newsMessages,

（1）BeginwithaBufferAdelayedopeningcanbufferthenegativemessagewhichfollows.Beginwithsomethingtowhichthereaderwillrespondpositively.Besurenottomisleadthereaderintothinkingyouaregoingtomeethisrequirements.Thewritermaybeginwiththefollowing:

1）Congratulationsontheestablishmentofyournewmarketingoutlets.（Showingpositiveattitudetowardsthereadersgoodnews）2）Weappreciateyourwritingtousaboutthequalityofourproducts.（Presentappreciationforthereaderswriting）3）Youhaveeveryrighttoexpectthebestservicewhenyouhaveplacedyourorderoften.（Demonstratingyourunderstandingofthereadersproblem）,Unit3ToneofaBusinessLetter,3.2ThreeApproachesinDealingwithMessages,2.IndirectApproachinDealingwithBad-newsMessages,

（2）ExplainWhytheRefusalHastoBeMadePresentthefactswithananalysistoeffectivelyemphasizereasons.Themoreclearlythereaderunderstandsthereasons,thelesslikeheorshethinksthatthedeci