商業(yè)書信英語第一單元

[00:00.84]信頭 [00:01.67]reference n. [00:02.49]參考 [00:03.32]salutation n. [00:04.30]稱呼 [00:05.28]complimentary adj. [00:06.35]稱贊的，恭維的 [00:07.42]attention line [00:08.62]經(jīng)辦人提示行 [00:09.82]subject line [00:11.14]標(biāo)題行 [00:12.46]enclosure n. [00:13.57]內(nèi)附 [00:14.68]carbon copy [00:15.75]抄送 [00:16.82]full block style [00:18.42]齊頭式 [00:20.01]indented style [00:21.33]縮頭式 [00:22.65]Parts of Business Letters [00:23.98]書信的組成部分 [00:25.31]Most business letters have seven standard parts. [00:27.42]大部分商業(yè)書信有7個標(biāo)準(zhǔn)組成部分，按順序包括： [00:29.52]They are letterhead,reference and date,inside address,salutation,body,complimentary close,and signature. [00:36.69]信頭、參考編號和日期、封內(nèi)標(biāo)址、稱呼、正文、結(jié)為謙稱和簽名。 [00:43.86]When appropriate,any of the following optional items can be included . [00:46.85]根據(jù)實(shí)際需要，可補(bǔ)充以下供選擇的組成部分。 [00:49.84]attention line ,subject line,file or account number,enclosures,carbon copy motation,mailing notation & postscript. [00:58.20]包括：經(jīng)辦人姓名、事由或標(biāo)題、查號或編號、附件、抄送、郵寄方式和再啟。 [01:06.56]Letterhead [01:07.62]信頭 [01:08.68]Letterhead designs vary with business organizations and occupy the top of the first page. [01:12.78]信頭的設(shè)計(jì)可因公司的不同而千變?nèi)f化，它的位置在首頁的上方。 [01:16.88]They may be positioned at the center or at the left margin at the top of the page. [01:20.47]可居中也可左齊。 [01:24.06]A business letterhead,usually printed ,contains all or some of the following elements :the company's name,address,postcode,telephone number,telex,fax number, [01:32.66]信頭一般都是經(jīng)印刷，包括以下全部或部分的成分：公司名稱、地址、郵編、電話號碼、傳真號碼、電傳號碼、老板姓名， [01:41.25]the name of the officer or the director and even some pictures or slogans for a symbol of the company. [01:46.31]甚至標(biāo)志公司的圖片或名言。 [01:51.36]Reference and Date [01:52.97]寫信日期 [01:54.57]A typewritten date is necessarily included in the heading. [01:57.15]寫信日期是信頭的必要組成部分。 [01:59.72]The date is usually placed two lines below the last line of the letterhead at left margin for full block style. [02:04.81]空出兩行之后，在完全齊頭式格式下靠信紙左邊位置。 [02:09.91]or ending with the right margin for indented style. [02:12.95]在縮頭式格式下靠右邊位置。 [02:15.99]It is ususl to show the date in the order day/month/year(English practice) or month/day/year(American practice) [02:22.64]英國人寫日期的順序是日\月\年，美國人寫日期的順序是月\日\年。 [02:29.29]Avoid giving a date in figures and abbreviations. [02:32.36]寫日期時(shí)要避免全部數(shù)字或英語的縮寫。 [02:35.43]Inside Address [02:37.04]封內(nèi)地址 [02:38.64]The inside address is typed directly below the date line at the left hand margin. [02:42.19]封內(nèi)地址直接寫在信封的左邊日期的下面。 [02:45.75]The inside address of a letter to an individual consists of the person's courtesy title. [02:49.34]如果信是寫給個人的，封內(nèi)地址包括禮貌尊稱。 [02:52.93]name,business or executive title(it should be used immediately after the name) and address. [02:58.02]姓名、職務(wù)稱呼（緊跟在姓名之后）、地址： [03:03.12]When the letter is to a group,the inside adress includes the full group name and the address. [03:06.67]如果信是寫給公司的，封內(nèi)地址包括公司全稱和地址。 [03:10.22]Care should be taken to address the recipient exactly as on the envelope. [03:14.04]特別要注意的是封內(nèi)地址與信封上的地址必須完全一致。 [03:17.85]Salutation [03:18.95]稱呼 [03:20.05]Salutation is place at the left margin two lines below the inside address and two lines above the body of the letter. [03:25.68]稱呼在封內(nèi)地址下面和正文上面，上下各空兩行，靠左。 [03:31.30]Considered a polite greeting with which a friendly business letter begins,the personal salutation must be appropriate for the first line of the inside address. [03:38.44]友好的商業(yè)書信往往以貼切的問候開始，寫給個人的信，稱呼應(yīng)與封內(nèi)地址的禮貌尊稱一致。 [03:45.57]If the letter is addressed to an individual,it is uaual to use. [03:48.44]常用的有： [03:51.31]Dear Mr.Smith [03:52.88]尊敬的史密斯先生， [03:54.45]Dear Ms.John [03:56.02]尊敬的約翰女士， [03:57.58]Dear Prof.Hobart [03:59.70]尊敬的哈波特教授， [04:01.82]Dear Dr.Walter [04:03.40]尊敬的瓦爾特博士， [04:04.98]The trend is towards Ms as the courtesy title for all women regardless of their marital status. [04:09.59]如果信是寫給女士的，無論她結(jié)婚與否，現(xiàn)在都趨向于用“Ms."作為禮貌尊稱。 [04:14.20]When addressing a letter to a firm.Dear Sirs.Ladies and Gentlemen or Gentlemen(American English)would be used. [04:20.24]如果是寫給公司的信，稱呼用"尊敬的先生們"，"女士先生們"，美國人常用"先生們"。而事實(shí)上，"尊敬的先生\女士"被認(rèn)為更正式但不夠熱情。 [04:26.29]Attention Line [04:27.38]經(jīng)辦人提示行 [04:28.46]An attention line is considered a part of the inside address [04:30.80]"經(jīng)辦人姓名"欄一般也被認(rèn)為是封內(nèi)地址的一部分。 [04:33.14]and it leads the letter to a particular person or department when the letter is addressed to a company. [04:37.24]經(jīng)辦人姓名表示寫信人希望信到公司時(shí)能直接交給某具體人或具體部門。 [04:41.34]It is usually between the inside address and the salutation or above the inside address,as shown in examples. [04:46.41]位置在稱呼與封內(nèi)地址之間或封內(nèi)地址之上，例如： [04:51.47]Attention:Inport Department [04:53.04]請交進(jìn)口部經(jīng)辦 [04:54.61]For the attention of Mr.Donnan,Sales Manager [04:57.21]請銷售經(jīng)理J.G.都南先生經(jīng)辦 [04:59.81]Attention of Mr.Standard,General Manager [05:02.15]請總經(jīng)理斯坦德先生經(jīng)辦 [05:04.48]Subject Line [05:06.09]標(biāo)題行 [05:07.70]The subject heading is regarded as a part of the body of a business letter. [05:10.30]標(biāo)題被認(rèn)為是正廣的一部分。 [05:12.89]Usually it is in the upper case or initial capitals/underline and placed between the salutation and the body of a letter to call attention to what content the letter is about .For example: [05:20.99]它通常用大寫或第一個字母大寫或加下劃線的形式，被放在稱呼之正文之上，使收信人一看就知道信的主要內(nèi)容是什么。例如： [05:29.09]Dear Ms.Smith [05:30.15]親愛的史密斯女士， [05:31.21]Our Catalogue No.2. [05:32.50]我們的2號產(chǎn)品目錄 [05:33.79]Opening Sentence [05:34.97]開篇語 [05:36.14]The first paragraph of the body is introductory. [05:38.09]正文的第一段往往具有介紹的特點(diǎn)。 [05:40.04]It will always begin with reference to the previous letter received and provide an introduction to what will discussed. [05:44.16]通常以感謝對方先前的來信開始，再介紹所要討論的事情。 [05:48.29]Here are examples as follows: [05:50.15]現(xiàn)舉例如下： [05:52.00](1)Your letter of 9"September addressed to our Beijing Branch Office has been passed on to us for attention. [05:57.49]貴方9月9日寫給我北京分公司的信已送往我處并閱。 [06:02.97](2)We refer to quotations of 8"October and our mail often of 1 "December regarding the supply of Speedo swimming caps. [06:09.65]茲談及關(guān)于"Speedo"游泳帽的供貨事宜，我方于10月8日的報(bào)價(jià)和12月1日的去函報(bào)盤。 [06:16.32](3)We acknowledge,with thanks,receipt of your binding application form for the 76"International Exhibition in March,1998. [06:22.30]我們非常感謝收到貴方參加1998年3月第76屆國際展覽會的具有約束力的申請表。 [06:28.28](4)We are pleased to inform you that the arrangements have now been made to ship the cotton underwear under you Order No.456. [06:34.41]非常高興通知貴方456號訂單下的純棉內(nèi)衣的裝船事已經(jīng)安排妥。 [06:40.54](5)we regret up to the time of writing we have not heard anything from you about the shipment under the captioned contract. [06:46.05]我們感到遺憾，直到寫此信時(shí)仍沒有收到任何有關(guān)標(biāo)題提到的合同下的貨物的消息。 [06:51.56]Body of the Letter [06:52.66]正文部分 [06:53.75]A body,where all the information is to be given ,usually falls into four Parts:opening,middle,future plan and closing. [06:59.29]正文部分是所有信息資料的所在，正文一般有四部分：開頭、中間未來計(jì)劃和結(jié)束。 [07:04.83]Messages should be stated and arranged logically.If necessary paragraphed appropriately. [07:08.43]內(nèi)容的陳述要安排合乎邏輯，根據(jù)需要可適當(dāng)劃分段落。 [07:12.04]Closing Sentence [07:13.33]結(jié)束語 [07:14.63]The closing paragraph,usually with a one-line sentence,refers to furure actions or expresses the good wishes. [07:19.48]結(jié)束段落一般只有一句話，內(nèi)容有關(guān)未來行動或美好祝愿。 [07:24.34]Caution should be taken here to avoid the closing beginning with a participle,a preposition or infinitive.The following are examples: [07:29.88]結(jié)束段應(yīng)注意避免以下分詞、介詞或動詞不定式開始。例如： [07:35.42](1)You close cooperation in this respect will be appreciated.In the meantime we wait your shipping advice by fax. [07:40.21]我們對你們在這方面的密切合作表示感謝，同時(shí)等待你們的裝運(yùn)通知的傳真。 [07:45.01](2)Your immediate attention to this matter will be appreciated. [07:47.88]如蒙貴方立即注意這一事件，我們將非常感謝。 [07:50.75](3)Your further inquiry is awaited with interest. [07:53.36]我們懷著極大的興趣等待貴方的進(jìn)一步詢問。 [07:55.98](4)We assure you that all your inquiries will receive our prompt attention. [07:58.94]我們向貴方保證所有你們的詢問都會得到我方即時(shí)的關(guān)注。 [08:01.91](5)If you decide to take advantage of our offer,kindly cable your acceptance. [08:04.73]如果貴方?jīng)Q定接受我方的報(bào)盤，請以電傳告之接受。 [08:07.55]Complimentary Close [08:08.53]信尾客套話 [08:09.51]The complimentary close is simply a polite way to end a letter. [08:11.65]結(jié)尾謙稱即一種結(jié)束寫信的簡單的禮貌方式。 [08:13.79]The expression for the complimentary close should match the salutation. [08:16.40]結(jié)尾謙稱應(yīng)與稱呼一致。 [08:19.02]it appears in the middle of the page and two lines below the closing sentenced for indented layout while it starts at the left-hand margin for fully blocked letters. [08:24.66]如果是縮頭格式的信，它寫在信紙的中間，結(jié)束段落之下，空兩行；如果是完全齊頭格式，則靠左邊。 [08:30.30]Only the initial letter in the first word of any complimentary close is capitalized. [08:33.68]任何結(jié)尾謙稱用語都只大寫第一個字的第一個字母。 [08:37.07]Postscript [08:38.64]符言 [08:40.20]The signature mainly consists of the addresser's signature ,the typed name of his and his business title. [08:44.80]簽名主要包括寫信人的手簽名字、打印的名字和公司職務(wù)頭銜。 [08:49.40]The complimentary close may not be followed by the name of the company if it is previously printed on the letter-head. [08:53.85]如果公司名稱在信頭中已經(jīng)打印好，一般在謙稱之后就可不用緊跟著公司名稱。 [08:58.31]The addresser should sign the letter by hand and in ink above the typed name which the typed post title follows immediately. [09:03.62]寫信人用墨水手簽的名字在打印的名字之上，打印的職務(wù)頭銜緊隨其后。 [09:08.94]Signing on behalf of somebody else ,it is usual to wrote for .pp or per pro before the letter. [09:14.04]如果替別人簽名，通常在簽名之前寫上“代簽。 [09:19.15]Enclosure [09:20.21]內(nèi)附 [09:21.27]Enc.Or Encs,is typed two lines spaces after the signature of the address when something is sent along with the letter. [09:27.08]"內(nèi)附"字樣用于其他東西隨此信一同寄出時(shí)，打印在簽名之后空兩行。 [09:32.89]An enclosure can be anything in the envelopie in addition to the message itself. [09:35.43]信封內(nèi)除了信本身外，可以附寄任何東西。 [09:37.96]Examples are as follows:Enc:1 Price List. [09:41.11]例如：價(jià)目表一份 [09:44.25]if the enclosed are more than one ,the number should be marked. [09:46.57]如果附件不止一個，應(yīng)標(biāo)明號碼。 [09:48.88]Postscript [09:49.96]符言 [09:51.05]when you find something forgotten to be included in the letter body before the envelope is to be sealed up,you may state it after the signature in a postscript with a simple signarure again. [09:57.63]加封信之前發(fā)現(xiàn)信中內(nèi)容有遺漏，可以在簽名之后"再啟"，補(bǔ)上遺漏的事情，之后再簡單簽名。 [10:04.21]The adding of a P.S should ,however,be avoided as far as possible [10:07.57]"再啟"應(yīng)盡可能地避免。 [10:10.93]For examples:PS:the catalogue was sent to you on July 7. [10:14.02]例如：再啟：目錄于7月7日寄給貴方。 [10:17.12]Full Block Form [10:18.21]商業(yè)書信的格式 [10:19.31]Full block form and modified block form with indented paragraphs are the two main patterns of layout in current use. [10:24.42]完全齊頭式和帶有縮頭式分段的改良齊頭是現(xiàn)在主要的兩種常用的書信格式。 [10:29.52]The former is now the most popular practice of displaying business letters. [10:32.08]前者在商業(yè)書信中是目前最流行的。 [10:34.64]Its remarkable feature is that all typing lines including those for the date. [10:37.27]其明顯的特點(diǎn)是所有的打印行，包括日期、 [10:39.90]inside name of address,salutation,subject heading ,each message paragraph and complimentary close,begin at the left-hand margin. [10:45.68]封內(nèi)姓名和地址、稱呼、事由、正文每段落和結(jié)尾謙稱，均從最左邊開始并左對齊。 [10:51.47]Bussiness letter with the full block form,along with open punctuation or mixed punctuation,are paragraphed by equal line spaces. [10:56.60]完全齊頭式的商業(yè)書信格式采用開放式或混合式的標(biāo)點(diǎn)符號，段落之間空行相同。 [11:01.73]For this letter-style the open punctuation is used ,the end of the date line,the inside address lines,the salutation,the complimentary close and the signature block lines are unpunctuated, [11:10.26]采用開放式標(biāo)點(diǎn)符號的商業(yè)書信，日期、封內(nèi)地址、稱呼、結(jié)尾謙稱和簽名沒有標(biāo)點(diǎn)符號， [11:18.79]but a comma is necessary between the day and year in the date line and the full stop is retained after the abbreviation such as Co.Inc.and Ltd. [11:25.43]但是日子和年份之間仍有逗號，像Co.,Inc和Ltd.這樣的縮寫式之后仍保留句號。 [11:32.06]while the mixed punctuation pattern,the most welcomed style today,requires an absence of punctuation marks from the date line,the inside address lines and the signature block lines [11:39.14]混合式標(biāo)點(diǎn)是今天最受歡迎的，它要求日期、封內(nèi)地址、簽名都省去標(biāo)點(diǎn)符號， [11:46.22]except a colon or comma after the salutation and the complimentary close. [11:49.29]但稱呼、結(jié)尾謙稱之后的冒號或者逗號仍保留。 [11:52.36]Indented style is the tradition British practice with the heading usually in the middle and the date on the right-hand side. [11:57.11]縮頭式是傳統(tǒng)的英式做法，信頭在中間，日期在右邊。 [12:01.87]The complimentary close may be in the center or commence at the center point.The mixed punctuation is often used. [12:05.77]結(jié)尾謙稱在中間或從中心開始，經(jīng)常采用混合式標(biāo)點(diǎn)符號。 [12:09.68]Writing Rules for Business Letters [12:11.25]商業(yè)書信的寫作規(guī)則 [12:12.81]Business correspondence is still a basic activity involved in trade,and remains a very important form of communication even nowadays. [12:18.85]商業(yè)書信即使在今天仍然是基本的貿(mào)易活動，是非常重要的溝通方式。 [12:24.88]They deliver their companies images to the public. [12:26.75]通過往來貿(mào)易書信公司向公眾展示自己的形象。 [12:28.62]Business letters are often an arrangement or regarded as evidence of a contract. [12:31.62]商業(yè)書信經(jīng)常是一種活動安排，也被視為一份合同的契據(jù)。 [12:34.63]They are written for information exchange and bridge over the desires between buyers and sellers. [12:37.96]它在買賣雙方之間搭起了一座橋梁，成為交流信息的重要工具。 [12:41.29]The most effective letter should be easy to read and easy to understand .They must be friendly and courteous. [12:45.94]最好的信應(yīng)是易讀易懂，友好而客氣。 [12:50.59]We should bear in mind the point that business letters play an important role in the development of good will and friendly trade relationships. [12:55.47]我們必須始終記著這一點(diǎn)，商業(yè)書信對于發(fā)展友好貿(mào)易關(guān)系起著很重要的作用。 [13:00.36]Generally speaking,we need to apply some specific writing principles while writing a business letters. [13:04.48]總而言之，當(dāng)寫作商業(yè)書信時(shí)，應(yīng)注意遵守其特有的寫作規(guī)則。 [13:08.61]They're:consideration,completeness,correctness,concreteness,conciseness,clarity and courtesy. [13:15.19]即：體貼、完整、正確、具體、簡明、清楚、客氣。 [13:21.78]Consideration [13:22.60]體貼 [13:23.42]Try to put yourself in his or her place to give consideration to his or her wishes,demands,interests and diffuculties. [13:29.50]試著站在對方的立場去考慮它們各種不同的愿望、要求、興趣和困難。 [13:35.57]find the best way to express your better understanding and present the message. [13:38.61]找出最好的辦法來表達(dá)你的理解和想法。 [13:41.66]That enables a request to be refused without killing all hope of business or allows a refusal to do a favor to be made without harming friendship. [13:47.74]這可以使我們拒絕要求而保存繼續(xù)生意往來的希望，拒絕幫忙而不傷害友情。 [13:53.83]Correctness [13:54.95]正確 [13:56.08]Correctness means not only proper expressions with correct grammar,punctuation and spelling but also appropriate tone which is a help to achieve the purpose. [14:01.87]恰到好處表達(dá)的同時(shí)，要注意語法、標(biāo)點(diǎn)符號和拼寫是否正確，此外，采用合適的語氣會有助于達(dá)到目的。 [14:07.67]It likes to convey the real message in a way that will not cause offence even of it is a complaint or an answer to such a letter. [14:12.79]語氣如果正確就既傳達(dá)了本意又不得罪人，即使是一封投訴信或回復(fù)投訴信也可能收到同樣的效果。 [14:17.91]Bussiness letters must be factual information. [14:19.99]商業(yè)書信的內(nèi)容必須是實(shí)事求是的信息。 [14:22.07]accurate figures and exact terms in particular, [14:24.63]尤其是精確的數(shù)字和嚴(yán)格準(zhǔn)確的術(shù)語。 [14:27.19]for they involve the right,the duties and the interest of both sides often as the base of all kinds of documents. [14:32.27]因?yàn)樗鼈兘?jīng)常作為各種單據(jù)的依據(jù)涉及到買賣雙方的權(quán)利、責(zé)任和利益。 [14:37.35]Therefore we should not understate nor overstate. [14:39.45]因此我們既不能過于保守也不能太過分。 [14:41.55]as understatement might lead to less confidence and hold up the trade development. [14:44.66]因?yàn)檫^于保守會引起信心不足而對貿(mào)易造成不利。 [14:47.77]while overstatement throws you into an awkward position. [14:50.31]相反，說話太過分會使自己陷入尷尬境地。 [14:52.84]Completeness [14:53.94]完整 [14:55.03]As you work hard for completeness ,keep the folowing guidelines in mind: [14:57.62]當(dāng)你努力使自己的信寫得全面而完整時(shí)，可以問一問自己以下幾個問題： [15:00.21]why do you write the letter,what are the facts supporting the reasons. [15:03.29]為什么寫這封信？陳述所依據(jù)的事實(shí)根據(jù)是什么？ [15:06.37]whether you have answer all the questions asked or not and what the reader is expected to do. [15:10.21]是否已回答了所提出的所有問題？收信人期待的下一步是什么？ [15:14.05]Concreteness [15:14.86]具體 [15:15.67]What the letter comes to should be specific ,definite rather than vague,abstract and general. [15:19.13]信應(yīng)寫得具體、明確而不能含糊、抽象和籠統(tǒng)。 [15:22.59]Take ,for example,some qualities or characters of goods that should be shown with exact figures and avoid words like short,long or good. [15:28.24]比如，商品的質(zhì)量和特征要用準(zhǔn)確的數(shù)字，避免使用“好和短、長"這樣的字眼。 [15:33.88]Give specific time (with date,month,year and even offer hour,minute if necessary) [15:37.44]時(shí)期要具體，用年月日標(biāo)明，甚至必要時(shí)，小時(shí)分鐘也應(yīng)明確。 [15:41.01]But avoid expressions such as yesterday,next month,immediately and etc. [15:44.85]避免使用諸如"昨天"、"下個月"、"馬上"等表達(dá)用語。 [15:48.69]Conciseness [15:49.76]簡明 [15:50.83]Conciseness means complete message but briefest expression with no sacrificing carity or courtesy. [15:55.90]信的內(nèi)容應(yīng)完整、簡潔而不失清楚、委婉客氣。 [16:00.97]A good business letter should be precise and to the point. [16:02.55]一封好的商業(yè)書信應(yīng)該是明確的、直截了當(dāng)?shù)摹? [16:04.13]Single words are more efficient than phrases. [16:05.67]單詞比短語頻率高。 [16:07.21]Wordy languages and redundancy require more time and money to type and to read. [16:10.29]贅言繁語打印、閱讀起來，既花錢又費(fèi)時(shí)。 [16:13.37]They are not what modern business people want. [16:14.98]不受現(xiàn)代人歡迎。 [16:16.59]Clarity [16:17.15]清楚 [16:17.71]Keep constantly in mind what you want to say in your letter. [16:19.54]對想在信中說的事情要始終做到心里明白。 [16:21.37]It is welcomed if you express yourself clearly and directly in the simplest language. [16:24.16]用最容易的語言，清楚、直接地表達(dá)自己的思想是普遍受人歡迎的。 [16:26.96]Plain,simple words are more easily understood. [16:28.85]簡單平易的字句比較容易理解。 [16:30.75]A properly paragraphed message is required for the purpose of clarity. [16:33.10]適當(dāng)?shù)姆侄问箖?nèi)容條理清晰。 [16:35.45]For instance,we use semimonthly instead of bimonthly for two times a month,because bimonthly may mean both two times a month and once every two month. [16:42.81]例如：表達(dá)"一個月兩次"我們用semimonthly而不用bimothly,因?yàn)閎imonthly既可能表示"一個月兩次"又可能表示"兩個月一次"。 [16:50.18]Courtesy [16:50.78]客氣 [16:51.38]Courtesy means to show tactfully in your letters the honest friendship,thoughtful appreciation,sincere politeness,considerate understanding and heartfelt respect. [16:58.17]在信中非常巧妙地表示出坦誠的友情、誠懇的感謝、真誠的禮貌、周全的理解和由衷的尊敬。 [17:04.97]Answer letters in good time and write to explain why is you fall to do it promptly. [17:08.08]回信要及時(shí)，不能迅速回復(fù)解釋原因。 [17:11.18]Even if you don't think the recipient is right,you should still respond tactfully and politely. [17:14.54]即使真的認(rèn)為對方不對，回信也應(yīng)該禮貌，方式得體。 [17:17.90]Sometimes it is a help to use you-attitude instead of I-attitude. [17:20.98]有時(shí)第二人稱比第一人稱更有助于做到這些。

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