Unit 3 Writing for Practical Communication

1. Unit 3 Writing for Practical Communication 3.1 Letter Writing

2. Letters are important means of communication. • Good letter-writing skills involve • ---- appropriate use of language • ---- good organization of content • ---- appropriate style and tone • ---- beautiful handwriting • ---- clear idea about what to say

3. How many kinds of letters do you think in the world? • Letters may be classified into two main types. • ---- personal letters • ---- business letters

4. 3.1.1 The Layout of a Letter • Generally speaking, an English letter consists of six essential parts: • 1) the heading • 2) the inside address • 3) the salutation • 4) the body • 5) the complimentary close • 6) the signature

5. The heading • The heading includes the complete address of the writer and the date of the letter. • It can be put in the top right-hand or the left-hand corner. • It may or may not have end punctuation( American do not use any punctuation, but the British usually use a comma after each line and a period after the last line)

6. The date of your letter should be made quite clear, for example: • 5 / 12 / 2000 • For Americans of these date, it is • May 12,2000 • For British and most Europeans, it is • Dec. 5, 2000 • The names of the months except May, June, July may be abbreviated as follows: • Jan., Feb., Mar., Apr., Aug., Sept., Oct., Nov., and Dec. • Page 94 (examples)

7. The Inside Address • The inside address, which is often omitted in personal letters, gives the complete name and full address of the person you are writing to. • It agrees exactly in style and form with the “outside” envelope address. • It should be typed below the date line against the left margin.

8. Full name and title should be included. • The following are acceptable abbreviations: • Mr., Mrs., Miss, Ms (an abbreviation for Miss or Mrs.), Dr., Messrs. • When Jr., Sr., Esq., or initials of academic degrees are used, they follow the personal names. • Page 95 (Examples)

9. The salutation • The salutation is a greeting to your addressee. • It is two spaces below and should be in line with the inside address against the left margin. • The British tend to use a comma after the salutation and the Americans, a colon, especially in a business letter.

10. In friendly personal letters: • First name may be used. • In business letters, surname of full name of the addressee is often used. • Examples : • Dear Mr. Green • Dear Ms. Mary Smith • Dear Prof. Black • Dear Dr. Henry White

11. In letters to organizations or to persons whose names you do not know, the following salutations are used: • Dear Sir(s) • Dear Madam(s) • Dear Sir or Madam ( when you do not know the sex of your addressee) • To Whom It May Concern ( only for testimonials and things of that kind)

12. The body • The body is the most important part of the letter. • It is two spaces below the salutation. • The letter is usually single-spaced within the paragraph and double-spaced between any two paragraphs.

13. The Complimentary Close • Complimentary close appears two spaces or so below the body of the letter. • It can be put • ----on the right-hand side • ----on the left-hand side • ----in the center of the page

14. The first letter should be • ----capitalized • ----followed by a comma • Examples: • Business letters: • Yours (very) truly,/( Very) Truly yours, • Yours sincerely,/ Sincerely yours, • Yours (very) faithfully,/(Very) Faithfully yours,

15. Official letters: • Your respectfully,/ Respectfully yours, • Personal letters: • Sincerely yours,/ Yours very sincerely, • Yours affectionately,/ Yours ever,/ • Letters to relatives or family members: • Love,/All my love,/With love,/ • Lovingly yours,/ • Your loving son,/daughter/ cousin… • Your affectionate father,/ mother/ sister… • With best wishes,/ All the best,/ • Best regards,/Good wishes to you all,…

16. The Signature • In business letters, you should • ----sign your full name. • ----sign between the complimentary close and the typed name. • ----add your title of identity. For example: Mr., Mrs., Miss or Ms. • In personal letters, you may sign • ----your full name • ----your given name • ----your nickname • Accordance with your relationship with your addressee.

17. Remember: • When you sign your Chinese name, use correct pinyin spelling or use Chinese characters. • You may keep the Chinese order by putting a comma between your family name and your given name to help a westerner decide which is your family name. • For example: Wei,Lifeng Lifeng Wei; • Wu,Lan Lan Wu ; Wu, Zhenying…

18. Some other items of the letter writing: • Enc.( abbreviation of :Enclosure”) • For example: if you send along with your letter a resume, two letters of recommendation, and an application form, you may add an item of enclosure to remind the addressee of these materials • Enc. Two letter of recommendation • One application form • One resume

19. P.S. (postscript 又及) If you wish to say something more after you have finished your letter, you may add a postscript, a few lines below the signature. • For example: P.S. please send all the material by air mail. • The Format of the Envelope • See page 98

20. 3.1.3 Business Letters • “Business” here does not mean trade, but means important matters we have to deal with. For example: • ----an application • ----a complaint • ----a recommendation • ----a confirmation • ----a personal statement • ----an invitation…

21. Our emphasis: • ----an application • ----a recommendation • ---- a resume • Compared with personal letters, the style of a business letter should be • ----objective • ----direct • ----courteous • ----impersonal. • The language should not be • ----stilted • ----flowery. • And the wording should be • ----exact • ----concise.

22. Letters of Application and Resume • If you want to apply for study abroad or a position as a visiting scholar, you may write a letter to the university asking for application forms and catalogs of information. In such a letter, you may include the following items: • ----a very brief self-introduction (state your identity clearly, e.g. graduate) • ----explanation of your choice (don’t over-praise it)

23. ----state your request: application forms, catalogs of financial aid or course information; • ----specify the program and degree that you desire and state clearly your planned starting time; • ----express your tanks for the attention. • See page 116 for examples. • (My application letter to a university)

24. Letters of Application ( for a job) • Your letter of application for a job may determine whether or not you will be employed. • It must be written to help you make the best possible impression. • The letter is successful if an interview is granted. • Three parts of this kind of letter: • 1. The reason why you want to apply for the job, and how you know the job vacancy.

25. 2. Supply information on yourself. • 1) personal background, • 2) education, • 3) academic qualifications, • 4) work experience, • 5) additional information about personal skills and specific training. • 3. Ask for an interview at the prospective employer’s convenience and state clearly the time or date at which you are available and how you can be reached. You may also mention your expected salary in a negotiable manner. • See page 119 for examples.

26. Resumes • A resume ( or, curriculum vitae) is a fact sheet included in a letter of application that summarizes one’s education and experience and other personal information. • A resume should be • ----clear • ----brief • ----informative • ----attractive • ----easy to read.

27. ----objective • ----specific • ----no empty self-praise • All resume should include the following four parts: • 1.an opening that gives your name, address, telephone number, Fax number, and E-mail address if available. • 2. a summary of your work experience with the most recent experience first. • 3. a summary of your education in reverse chronological order. • 4.a list of at least three references. • Addition: • ----Objective desired • ----Publications • ----Foreign language skills • See page 124 for examples

28. 3.2. Ordinary Official Documents • What is a contract? • A contract is a formal written agreement between two or more people or groups which sets forth the rights and obligations of the two parties. • Once a contract entered into, it is enforced by law. • Remember: • Any party who fails to fulfill his contract obligations may be sued or ordered to make compensations. • Formal contracts are written for most large or important deals. They should be • ----detailed and specific • ----clearly stated the right and obligations of the parties • ----given all the terms and conditions agreed upon between the parties.

29. When the contract is made by the buyer, it is called • ----the Purchase Contract. • When the contract is made by the seller, it is called • ----the Sales Contract. • A contract should contain the following items: • ----the title • ----contract proper • ----the signature • ----the attached schedules, if any.

30. The title • The type of the contract is indicated here, such as • Sales Contract • Agency Contract • Consignment Contract • Remember: • The contract should be typed in capitals. • Under the title the number of the contract is typed.

31. The contract proper • 1) In the opening paragraph, the complete names of the parties and their respective full addresses should be given. • 2) All the terms and conditions agreed upon by the two parties are logically arranged in different articles, properly numbered and spaced. • 3) The last paragraph stipulates the number of original copies, the language used, the term of validity and possible extension of the contract.

32. The signature • Above or below the signature, type “The Buyers” and “ The Sellers” or “For…”. • Remember: • 1.A contract should be carefully written. • 2. Typed errors, erasures, crossed-out words are not allowed. • 3. If, at the last moment, a correction has to be made, the two signers usually sign or initial under it. • 4. Each copy should be typed and word-division avoided • 5. Only pens can be used for signature.

33. All the terms and conditions should be • ----clearly • ----correctly • ----completely • Stated in the contract. • A loophole in the contract may enable one party to avoid liability for failure to perform it. • Three words can describe the contract: • Precise, concise and clear.

34. Precise----say something precisely what is meant, no more and no less, (both the parties should bear the same obligation) to be exact, repeat the same term to express the same idea. Elegant variation has no place in strict legal writing. • Concise ----every word must be to the point. To do this, guard against circumlocution and redundancy. • Clarity----guard against obscurity and ambiguity. (e.g. use formal word order and avoid misplaced modifiers, make clear what word a pronoun refers to, and set out figures in a table rather than in a solid paragraph, etc.) • See page 133 for examples

35. Agreements • What is an agreement? • Trade or economic agreements are formal legal documents which are normally signed at the government level, governing the exchange of commodities or economic and technical cooperation between two countries, and, in most cases, will not be valid for only a year, but will have long-term consequences • Agreements must be • ----clear, accurate and complete.

36. Therefore, they are often written in complex language to ensure that what the contracting parties want to say is absolutely clear and leaves no room for misinterpretation. • Agreements involve the imposition of obligations and the conferring of rights. Most composers of legal documents do not use their own wording in a document, but use a set form of words or a linguistic formula which has long been used in the specific trade and is known to serve the purpose. • See page 138 for parts of an agreement

37. Memos (Memorantums) • A MEMO is an official note from one person or office to another within a firm or organization, usually for dealing with normal operation. • It may be formal or informal and may be signed or not signed. • It may be in block style or in indented style. • A MEMO usually contains four items: • 1) to 2)from 3)date 4)subject • It is often indicated by “Re” for “reference to” or “regarding”. • See page 141 for examples.

38. 3.3 Advertisements, Notices, posters and Announcements • Commercial Advertisements • What is an advertisement? • It is the art of attracting public attention to create interest or induce purchase. • Commercial advertising is one of the key means of expanding trade. • It is essential when seeking markets and promoting sales. • It must be designed in such a way as to appeal to the prospective customers.

39. Planned Objective of an Advertisement • To be able to accomplish this, the message has to be: • Appealing to the prospective customers. • Informative and motivating. • Easy reading. • Believing and impressive.

40. The Layout of an Advertisement • An advertisement normally includes the headline, the body copy, and signature and illustration. • The headline is the most important part of an ad. It is the first thing that is read. • The body copy should be an extension of the headline. It must explain the headline and present evidence in support of the headline. • In the closing an ad usually asks the readers to take actions to buy, and the following imperatives are often used: • DON’t MISS THIS. CALL US NOW.

41. The signature should remain constant and recognizable. It must also express your style of business. A signature block may be designed that tells who you are, where you are, how and when you can be reached.

42. Suggestions on Copy Writing • Make your copy conversational as if you were talking to the reader. • Use short sentences, sentence fragments or one member sentences. • Use short words. • Use un-confusing, unambiguous words. • Repeat the key element of y our appeal. • Alliteration, parallelism and a certain rhythm can help people to remember. • Examples: see page 145.

43. 精彩广告语 • 1. Good to the last drop. • 滴滴香浓，意犹未尽。（麦斯威尔咖啡） • 2. Obey your thirst. • 服从你的渴望。（雪碧） • 3. The new digital era. • 数码新时代。(索尼影碟机) • 4. We lead, others copy. • 我们领先，他人仿效。（理光复印机）

44. 5. Impossible made possible. • 使不可能变为可能。（佳能打印机） • 6. Take time to indulge. • 尽情享受吧！（雀巢冰激凌） • 7. The relentless pursuit of perfection. • 不懈追求完美。（凌志轿车） • 8. Poetry in motion, dancing close to me. • 动态的诗，向我舞近。（丰田汽车） • 9. Come to where the flavour is. • 光临风韵之境——万宝路世界。（万宝路香烟） • 10.To me, the past is black and white, but the future is always color. • 对我而言，过去平淡无奇；而未来，却是绚烂缤纷。（轩尼诗酒）

45. 11. Just do it. • 只管去做。（耐克运动鞋） • 12. Ask for more. • 渴望无限。（百事流行鞋） • 13. The taste is great. • 味道好极了。（雀巢咖啡） • 14. Feel the new space. • 感受新境界。（三星电子） • 15. Intelligence everywhere. • 智慧演绎, 无所不在。（摩托罗拉手机） • 16. The choice of a new generation. • 新一代的选择。（百事可乐） • 17. We integrate, you communicate. • 我们集大成, 您超越自我。（三菱电工）

46. 18. Take TOSHIBA, take the world. • 拥有东芝, 拥有世界。（东芝电子） • 19. Let’s make things better. • 让我们做得更好。（飞利浦电子） • 20. No business too small, no problem too big • 没有不做的小生意, 没有解决不了的大问题（IBM公司） • 21. In front of the mountain there must a way. Where there is a way, there is a TOYOTA. • 车到山前必有路，有路必有丰田车。 • 22. Let change become a part of your plan. • 让变化成为计划的一部分。(IBM公司) • 23. There is no “best” but “better”. • 没有最好，只有更好。(飞利浦电子) • 24. The free lunch was never free. • 免费午餐不能永远免费。（饭店广告）

47. 25.Make up your mind before you make up your face. • 化妆前慎用化妆品。 （化妆品） • 26. Space, sharply and sensational. One-step dressing at its very best. • 省料、匀称而且激发情感。最佳的一步裙。（一步裙） • 27. One World One Dream. • 同一个世界，同一个梦想。（2008年北京奥运会主题口号） • 28. E-Ticket. No paper ticket. No problem. No nothing. • 电子票，无纸票，一切问题迎刃而解，无须空忙.(电子票) • 29. Big Bucks the Easy Way! • 轻轻松松赚大钱！（招聘兼职广告） • 30. Fresh up with Seven-Up. • 君饮七喜，提神醒脑。（七喜饮料） • 31. Taste that beats the other cold. • 其他冷饮无法比拟的口味。（冷饮广告） • 32. Things go better with Coca-Cola. • 喝了可口可乐，你会事事如意。（可口可乐饮料） • 33. Gather Here, Win Together. • 这里集中，共同盈利。（CCTV2006黄金资源广告招标）

48. 3.3.2. Notices • What is a notice? • It is a short written statement of something which has happened or is about to happen to the public. • Any group or individual can write a notice and put it up where people will see it when having something to tell the public or to ask for help. • It may even be published in newspapers when it is particularly important or when it involves a large number of people.

49. There are many kinds of notices, of which Lost and Found notices are the most common. • See page 146. and more examples.

50. 3.3.3 Posters • Posters are large notices or colored drawings telling people information of recreational activities such as films, dances sports games, concerts, etc. • They are often put up on street corners, shopping centers and other public places where they can be easily see. • The title should be put in the middle on top, and it is usually a brief summary of the contents.