111The Principles of Business WritingConsideration: You-AttitudeConcisenessCorrectnessCourtesyClarityCompletenessConcretenessCredibilityPragmatic Analysis of the Principles of Business WritingCooperative PrinciplePoliteness PrincipleThe Theory of Face-workFace-Threatening ActsPrinciple of Least EffortPrinciple of EconomyConsideration: Consideration focuses on “you”(the reader) instead of “I”or “we”(the writer). You-Attitude emphasizes reader benefit ，The You Attitude is positive ，You-Attitude protects the reader’s ego （use an impersonal expression or a passive verb to avoid assigning blame）You-Attitude expresses appreciationfor (not annoyance with) your readers，You-Attitude applies psychology to humanize our messages （You can buy in your own language, but you have to sell in the language of the customer）1Conciseness：Conciseness means omitting unnecessary words and expressions so that your writing gets to the point, avoiding unnecessary repetition and wordy expression, including only relevant facts (with courtesy), and organizing effectively.2 avoid Wordiness：Avoid redundancy（unnecessary repetition. ），，Avoid awkward repetition，Avoid complicated word choice by using plain languageCorrectness Correctness meansgiving accurate facts and figures andusing the correct level of languageincluding only accurate facts, words, and figuresusing acceptable writing mechanicsCorrectness is achieved byusing formal language for scholarly works, top level government documents and legal documents. Correctness is achieved byAvoid using words that you feel will impress the reader，avoiding substandard, ungrammatical words and spellings,using accurate facts and figures, using the correct word,using correct sentence-level grammaravoiding discriminatory expressions - sexism, race, and personal characteristics.Courtesy Courtesy meansbeing sincerely tactful, thoughtful, and appreciative, omitting expressions that irritate, hurt, or belittle, answering mail and phone messages promptly and granting and apologizing good-naturedly.Clarity （Use plain, everyday, natural, conversational speech，You can buy in your own language, but you have to sell in the customer’s language，Sometimes confusion is caused by being long-winded. Confusion is sometimes caused by jargon and buzz words.Clarity meansbeing clear by choosing short, conversational language and using visual aidsconstructing effective sentences & paragraphs,being straight-forward, avoiding jargon & buzz words 流行语achieving appropriate readabilityincluding examples, illustrations, & other visual aids when desirable.Completeness Completeness meansanswering all questions asked so that you accomplish your goal in ONE letter without needing following letters, giving something extra, when desirable and checking for the 5 Ws (who, what, when, where, and why) and other essentials (how)Concreteness Concreteness meansusing specific facts and figures so that your meaning is clearputting action in verbs (avoid passive voice or hiding action in nouns)choosing vivid, image-building words --use active verbs, avoiding adjectives, adverbs, prepositional phrases andgiving specific information the reader needs (such as due dates, dollar amounts, phone numbers). Being concrete meansbeing specific, definite and vivid rather than vague and general.Three rules for concreteness areusing specific facts and figuresputting action in verbs andchoosing vivid, image-building words.Credibility Credibility means:1）Being ethical and honest: Honesty is the best policy? No! Honesty is the ONL Y policy.2）Avoiding exaggeration - in claims, resumes, and in all your business doings信的分析1111)The language is stiff and legalistic: in accordance with, please be advised, obtain prompt responses, the proper person, advising the undersigned;(2)the tone is selfish.(3) It is written from the writer’s viewpoint, so there are no obvious benefits for the reader;(4) the main point is buried in the second paragraph.The middle is the least emphatic part of a letter) rather than up front in the beginning.222(Beginning with the main point)，Necessary explanation，goodwill)333(Neutral statement)(Reasons(Refusal)(Alternative)(Goodwill ending)444Analysis of the application letter for bookkeeperAttention --- The advertisement is quoted below the salutation for the purpose of drawing the recipient's attention.Interest --- The self-introduction, including the age, health, qualifications, references, reasons for the application, etc. should be of interest to the employer.Desire ---If you…, try me.Action --- If you will write me, I shall be glad to come down for an interview.Getting/ winning/ drawing Attention 引起注意Creating / awakening the Interest 发生兴趣Creating the Desire 唤起欲望Stimulating the Action 决定行动555推销信的写法---询问式、命令式、说明式、假定式或故事式Interrogative way-Would you be willing to take the necessary steps to save 10% on your gas bill? (used to push sales of gasoline)Giving an order-When you buy your next automobile tires, make certain of two things Making a statement--- using a proper maxim or old saying.A penny saved is a penny earned.Making a supposition-6661st paragraph--gripping (扣人心弦的)2nd paragraph– stressing the opening thought.3rd paragraph—creating desire by showing how the Comfort Hot Bottle meets need, and beginning to establish conviction.4th paragraph—intensifying the desire through the appeal to convenience.5th paragraph– convincing the reader that he can make no mistake in purchasing the bottle.6th -8th paragraph--- stimulating action.单词accusatory.指控的解释A twofer is two words that mean the same thing when a single word would do.Eliminate the following common trite陈腐的expressions:acknowledge receipt of, allow me to, it has come to my attention, as a matter of fact, at this writing, receipt is hereby acknowledged, regret to inform ( advise ), thank you in advance, kindly (for “please”), as of this date, as per (request, etc.), please be advised that, attached hereto, enclosed herewith, re (your letter of), duly (noted, entered, credited), in accordance with (your request).Poor correspondence means:Wasted time ，Wasted efforts ，Lost goodwill-doublespeak as the INTENTIONAL and very conscious use of language as a weapon or tool by those in power to achieve their goals by cloaking/ hiding meaning. It is NOT a slip of the tongue.e.g.clear writing means:choosing familiar, natural, conversational words and avoid jargon,using common words instead of uncommon wordsavoiding vague words whose meaning is hard to pin down, such as: aspect, facilitate, feasibility, input, parameters, proximity, factor and element,using short sentences with correct word choices (avoiding ambiguous wording and using precise words instead of almost-precise words).Quality Maxim (Do not say what you believe to be false, Do not say that for which you lack adequate evidence);Quantity Maxim (Make your contribution as informative as required, Do not make your contribution more informative than is required);Relation Maxim (Be relevant);Manner Maxim (Avoid obscurity of expression, Avoid ambiguity, Be brief, and Be orderly).Tact Maxim (The speaker minimizes the cost and correspondingly maximizes the benefit to the listener;Generosity Maxim (The speaker minimizes the benefit and correspondingly maximizes praise of the listener);Approbation Maxim (The speaker minimizes dispraise and correspondingly maximizes praise of herself);Modesty Maxim (The speaker minimizes praise and correspondingly maximizes dispraise ofherself);Agreement Maxim (The speaker minimizes disagreement and correspondingly maximizes agreement between herself and the listener);Sympathy Maxim (The speaker minimizes antipathy and correspondingly maximizes sympathy between herself and the listener).222 Completeness can be analyzed in terms of Quantity Maxim and Relation Maxim in Cooperative Principle and principle of economy.Concreteness can be analyzed by quality maxim and manner maxim in cooperative principle. Credibility may be analyzed in terms of Quality Maxim, Manner Maxim and Approbation Maxim.Classificationaccording to the content of the letterrequest letters,letters answering requestsclaim and adjustment letterscredit inquiry and collection letters, sales lettersemployment letterssocial business letters, etc.according to the functions in the process of a business transactionletters for establishment of business relationsletters for the inquiry of business, quotation letters, negotiating letters, ordering letters, confirming ordering letterspayment letters, shipment and insurance letters, acknowledging goods receipt lettersclaim letters and adjustment letters, etc. (Shi Ruifen, 1993).according to the nature of the information givenfour different kinds of information in terms of its effect on the reader’s needs:good newsneutral newsbad news andpersuasive letters.according to illocutionary functions categorized by Leechbusiness letters are classified into four kinds:competitive lettersconvivial letters 和谐类信函collaborative lettersconflictive letters.叙事行为(Locutionary act)、施事行为(illocutionary act)和成事行为(perlocutionary act)。