商務英語書信 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個標準組成部分，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)實際需要，可補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]信頭的設計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"。而事實上，"尊敬的先生\女士"被認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]標題行 [05:07.70]The subject heading is regarded as a part of the body of a business letter. [05:10.30]標題被認為是正廣的一部分。 [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。 [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日的報價和12月1日的去函報盤。 [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，直到寫此信時仍沒有收到任何有關(guān)標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，同時等待你們的裝運通知的傳真。 [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，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，應標明號碼。 [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點符號，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]采用開放式標點符號的商業(yè)書信，日期、封內(nèi)地址、稱呼、結(jié)尾謙稱和簽名沒有標點符號， [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]混合式標點是今天最受歡迎的，它要求日期、封內(nèi)地址、簽名都省去標點符號， [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)常采用混合式標點符號。 [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，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，當寫作商業(yè)書信時，應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]恰到好處表達的同時，要注意語法、標點符號和拼寫是否正確，此外，采用合適的語氣會有助于達到目的。 [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了本意又不得罪人，即使是一封投訴信或回復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)字和嚴格準確的術(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]因為它們經(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]因為過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]當你努力使自己的信寫得全面而完整時，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]時期要具體，用年月日標明，甚至必要時，小時分鐘也應明確。 [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)書信應該是明確的、直截了當?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，既花錢又費時。 [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?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"一個月兩次"我們用semimonthly而不用bimothly,因為bimonthly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，不能迅速回復解釋原因。 [17:11.18]Even if you don't think the recipient is right,you should still respond tactfully and politely. [17:14.54]即使真的認為對方不對，回信也應該禮貌，方式得體。 [17:17.90]Sometimes it is a help to use you-attitude instead of I-attitude. [17:20.98]有時第二人稱比第一人稱更有助于做到這些。

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