揭阳职业技术学院：《商务英语写作》课程授课教案（二）

揭阳职业技术学院业技教案课程：商务英语写作二任课教师：林丹蔚专业：商务英语班级：商英221、221（3+证书）

1 揭阳职业技术学院 教案 课程：商务英语写作二 任课教师： 林丹蔚 专业： 商务英语 班级： 商英 221、221（3+证书）

Unit10ProductDescriptions产品说明书1. Teaching purpose: get the students know the basic concepts, language style and writing skillsofproduct descriptions2.TeachingMethods:teachingandpracticing3.TeachingCredit:44.Key Points and Important points: language style and writing skills of product descriptions.5.Teaching ProcessI.LearningObjectivesInthisunit,youwill learn知识、技能、思政目标9to understand the connotation of a product description ;toknowthe typical types ofa product descriptiontoknowthetypical contents ofa productdescription,9to apply some useful expressions in practice,to writea satisfactory product description with complete content and effectivelanguageOII. Leading-inAbout ProductDescriptionsProductdescriptions（产品说明书）sometimescalledinstructionsordirections,areinformationdescriptions about the use, standard, and operation of commodities,whosebasic function is topromote product, to publicize the company as well as to spread knowledge.It is an effective wayto help the public know moreabout the product and the company,moreimportantly,to appealbuyers to the product. When writing a product description, it is of great significance to keep inmind what our readers wanttoknow,answering questions likeWhat is the product?Howto useit? What are the features of the product?" Generally, it is essential to highlight features andfunctions of a product.Typesof productdescriptions（产品说明书的种类）theproductdescriptioncanbeclassifiedinto3types according to their spread modes.The firstkind is those that can be seen on thecontainers or the packages of such product as medicine, food, or cosmetics, using brief andconcise language. The second kind is a small piece of paper or a brochure attached along with theproduct in the package, which is used for complex and expensive industrial machinery orconsumer electronics such as air-conditioners, micro-wave ovens and so on.The third is in theformofpictures,PDFformatorflash,whichcanbedownloadedfromthe internet.Contentofaproductdescription（产品说明书的内容）Aproductdescriptionusuallyinvolvesthe following three parts:firstly,it's the subject line.This part contains the name of theproductand sometimes its ingredient or structure.Secondly,it's the body,which varies a lot according todifferent types of products.For example,Specific instruction of Medical supplies mayincludemain ingredients,major indications, usage and dosage,caution, warnings,and side effect. Specificinstruction of electronics mainly contains features, specifications, technical parameters, operatingprocedures, precautions. Sometimes the body also describes the packing,net weight and volume.2

2 Unit 10 Product Descriptions 产品说明书 1. Teaching purpose: get the students know the basic concepts, language style and writing skills of product descriptions. 2. Teaching Methods: teaching and practicing 3. Teaching Credit: 4 4. Key Points and Important points: language style and writing skills of product descriptions. . 5. Teaching Process Ⅰ. Learning Objectives In this unit, you will learn 知识、技能、思政目标:  to understand the connotation of a product description ;  to know the typical types of a product description  to know the typical contents of a product description;  to apply some useful expressions in practice;  to write a satisfactory product description with complete content and effective language Ⅱ. Leading-in About Product Descriptions Product descriptions (产品说明书) sometimes called instructions or directions, are information descriptions about the use, standard, and operation of commodities， whose basic function is to promote product, to publicize the company as well as to spread knowledge. It is an effective way to help the public know more about the product and the company, more importantly, to appeal buyers to the product. When writing a product description, it is of great significance to keep in mind what our readers want to know, answering questions like “What is the product? How to use it? What are the features of the product?” Generally, it is essential to highlight features and functions of a product. Types of product descriptions (产品说明书的种类) the product description can be classified into 3 types according to their spread modes. The first kind is those that can be seen on the containers or the packages of such product as medicine, food, or cosmetics, using brief and concise language. The second kind is a small piece of paper or a brochure attached along with the product in the package, which is used for complex and expensive industrial machinery or consumer electronics such as air-conditioners, micro-wave ovens and so on. The third is in the form of pictures, PDF format or flash, which can be downloaded from the internet. Content of a product description（产品说明书的内容） A product description usually involves the following three parts: firstly, it’s the subject line. This part contains the name of the product, and sometimes its ingredient or structure. Secondly, it’s the body, which varies a lot according to different types of products. For example, Specific instruction of Medical supplies may include main ingredients, major indications, usage and dosage, caution, warnings, and side effect. Specific instruction of electronics mainly contains features, specifications, technical parameters, operating procedures, precautions. Sometimes the body also describes the packing, net weight and volume

Last, it's the closing.With the purpose to provide consumers the convenient contact,it mayincludethe producer,the distribution unit, address, telephone,zip code,Email, etcTask1Directions: Reading and Comprehension.1.Aproductdescription isakindofB. argumentA.narrationC.exposition2. What should we keep in mind when writing a product description?C. salesA. The priceB.what the readers want toknow1.We should uselanguage when write a product description that can be seen on thecontainers orthepackagesof suchproductasmedicine,food, or cosmetics.A.brief and conciseB. long and detailedC.detailed and concise2.Aproductdescriptionusually involvesparts.B. fourC.twoA.three2. Which is not included in the closing of a product description?A.the producerB. addressC. ingredientII.FormattingCase l:Nameoftheproduct&structureMetal Garden ModelDecorItemNo.:6101413-HSize:60*2.5*12INCHPackaging:103*13*36CM/10PCSLoading Capacity:20'GP=1749PCS40'GP=3624PCS40HQ=4251PCSGreat quality item for your home decorFeaturesProfessional designfor wall art.Knockdown structureinstruction and hardware accompany.Easyfor movement andassembly.High quality powder coat, and hand painted finishIn order to extend the age of rack, Please don't set it under the water directlyAdvantage1.We have our own manufactory2.100% high-class material.3.Experienceandprofessional inproducingfieldofarts&crafts4. Supply the high quality goods with best price5.DesignteamcreatesvariousnewfashioncreativedesignsAbout our factoryTo publicize the company1.FactoryHistory3

3 Last, it’s the closing. With the purpose to provide consumers the convenient contact, it may include the producer, the distribution unit, address, telephone, zip code, Email, etc. Task 1 Directions: Reading and Comprehension. 1. A product description is a kind of . A. narration B. argument C. exposition 2. What should we keep in mind when writing a product description? A. The price B. what the readers want to know C. sales 1. We should use language when write a product description that can be seen on the containers or the packages of such product as medicine, food, or cosmetics. A. brief and concise B. long and detailed C. detailed and concise 2. A product description usually involves parts. A. three B. four C. two 2. Which is not included in the closing of a product description? A. the producer B. address C. ingredient Ⅲ. Formatting Case 1: Metal Garden Model Decor Item No.: 6101413-H Size: 60*2.5*12 INCH Packaging:103*13*36 CM /10 PCS Loading Capacity: 20'GP=1749 PCS 40'GP=3624 PCS 40'HQ=4251 PCS Great quality item for your home decor. • Professional design for wall art. • Knockdown structure instruction and hardware accompany. Easy for movement and assembly. • High quality powder coat, and hand painted finish • In order to extend the age of rack, Please don't set it under the water directly. Advantage 1. We have our own manufactory. 2. 100% high-class material. 3. Experience and professional in producing field of arts & crafts. 4. Supply the high quality goods with best price. 5. Design team creates various new fashion creative designs. About our factory 1. Factory History Name of the product & structure Features To publicize the company

Brightrade Handicrafts Manufacturing Co.,Ltd. has been one of the most reliablemanufacturers and exporters specialized in handicrafts, which are made of metal, rattan, woodglass, cast-iron and others.Wenowhavean area covering10,o00 squaremeters aswell as15subsidiary metal workshops and 10 sub-contracted factories under our management. Every year,weintroduceover5.000new itemsof indoorandoutdoorfurniture,giftware,andhomedecorations.2.Contact us:Brightrade Handicrafts Manufacturing Co., Ltd.Add:Ayuan Industrial Area Xixi,Anhui ProvinceMike ChenTel:88-888888Contact detailsFax:88-888886E-mail: Mike@ Brightrade.comWeb:www.Brightrade.com.cnTask2Directions:Read thesample and answerthefollowing questions.1. What's the title of this product description?2.Is itadvisabletosetit underthewaterdirectly?3.What is the name of the producer?4.Howmanyways offeredto contact thecompany?Notes注释decorn.装饰packagingn.包装hardwaren.五金工具assembly n.组装hand painted adj.手绘的craftsn.工艺品handicrafts adj.手工艺术品subsidiaryadj.附属的Nameof the productCase 2:Steam Juicer0514v2b-outlinesInstructionsExtractpure natural juicefrom all your favorite fruits and vegetables with this stainless steelsteam juicerbyEuro Cuisine. Just fill thebase with water,add fruit or vegetables to the top basketand bring to a boil on your stovetop.The hot steam extracts the juice and it is collected at themiddleof the steam juicer foryou to enjoy.Perfect foruse with a variety of soft fruits andvegetables such as tomatoes, cherries, strawberries,raspberries,apples and more.The largecapacity stainless steel juicer works on any stove top and features side loop handles for easytransportation and cleaningThe steam juicer is a great way to enjoy delicious homemade juicefree from added store bought sugars and sweeteners. A convenient built-in spigot allows for easydispensing into a cup, pitcher or glass jar for canning.Features4

4 Brightrade Handicrafts Manufacturing Co., Ltd. has been one of the most reliable manufacturers and exporters specialized in handicrafts, which are made of metal, rattan, wood, glass, cast-iron and others. We now have an area covering 10,000 square meters as well as 15 subsidiary metal workshops and 10 sub-contracted factories under our management. Every year, we introduce over 5.000 new items of indoor and outdoor furniture, giftware, and home decorations. 2. Contact us: Brightrade Handicrafts Manufacturing Co., Ltd. Add: Ayuan Industrial Area Xixi, Anhui Province Mike Chen Tel: 88-888888 Fax:88- 888886 E-mail: Mike@ Brightrade.com Web: www. Brightrade.com.cn Task 2 Directions: Read the sample and answer the following questions. 1. What’s the title of this product description? 2. Is it advisable to set it under the water directly？ 3. What is the name of the producer? 4. How many ways offered to contact the company? Case 2: Steam Juicer 0514 v2b-outlines Extract pure natural juice from all your favorite fruits and vegetables with this stainless steel steam juicer by Euro Cuisine. Just fill the base with water, add fruit or vegetables to the top basket and bring to a boil on your stove top. The hot steam extracts the juice and it is collected at the middle of the steam juicer for you to enjoy. Perfect for use with a variety of soft fruits and vegetables such as tomatoes, cherries, strawberries, raspberries, apples and more. The large capacity stainless steel juicer works on any stove top and features side loop handles for easy transportation and cleaning. The steam juicer is a great way to enjoy delicious homemade juice free from added store bought sugars and sweeteners. A convenient built-in spigot allows for easy dispensing into a cup, pitcher or glass jar for canning. Notes 注释 decor n. 装饰 packaging n. 包装 hardware n. 五金工具 assembly n. 组装 hand painted adj. 手绘的 crafts n. 工艺品 handicrafts adj. 手工艺术品 subsidiary adj. 附属的 Contact details Name of the product Features Instructions

InstructionsStep 1Fill the bottom water reservoir with water then place onto stove top to preparefor use.step 2Add desired foodto steamer traythen place the collection pot andtrayonto the baseKStep 3Allow food to cook until juice has been extracted then dispense from built-in spout.Operating InstructionTask3Directions: Read the sample and summarize the main writing content.Step I:Step 2:Step 3:Step 4:Notes 注释juicern.榨汁器extractv.提取stoven.火炉stainlessadj.未被污的raspberryn.山竹largecapacity大容量loophandle环形手把sweetenern.增甜剂spigotn.内接口IV.Useful Expressions1.Words and PhrasesWordsbrandn.品牌chargen./v.费用；收费coordinatev.协调corporate adj.公司的deliveryn.送货electronicsn电子产品maintenancen.维修guaranteev.担保，保证packingn.包装precautionn./v.预防措施；警惕specification n.规格volumen.体积warehousen.仓库Phrasesastringof一系列beengaged in从事于codenumber货号，商品号commoditybarcode商品条形码completeinspecifications规格齐全Co.,Ltd.责任有限公司competitively-pricedqualityproductsexcellent quality/high quality物美价廉的产品品质优良5

5 Instructions Step 1 Fill the bottom water reservoir with water then place onto stove top to prepare for use. step 2 Add desired food to steamer tray then place the collection pot and tray onto the base. Step 3 Allow food to cook until juice has been extracted then dispense from built-in spout. Task 3 Directions: Read the sample and summarize the main writing content. Step 1: Step 2: Step 3: Step 4: Ⅳ.Useful Expressions 1.Words and Phrases Words brand n. 品牌 charge n./v. 费用;收费 coordinate v. 协调 corporate adj. 公司的 delivery n. 送货 electronics n. 电子产品 guarantee v. 担保,保证 maintenance n. 维修 packing n. 包装 precaution n./v. 预防措施;警惕 specification n.规格 volume n.体积 warehouse n. 仓库 Phrases a string of 一系列 be engaged in 从事于 code number 货号,商品号 commodity barcode 商品条形码 complete in specifications 规格齐全 Co., Ltd.责任有限公司 competitively-priced quality products excellent quality/high quality 物美价廉的产品 品质优良 Notes 注释 juicer n. 榨汁器 extract v. 提取 stainless adj. 未被玷污的 stove n.火炉 raspberry n.山竹 large capacity 大容量 loop handle 环形手把 sweetener n.增甜剂 spigot n.内接口 Operating Instruction

guaranteeperiod保修期keyProductFeatures商品特性main image and other image URLnetweight净重商品图片operatingprocedures操作程序searchTerms搜索关键词technicalparameters技术参数1.Sentence Structures（1）Thismachineiswidelyappliedtoelectrontoys.此机器广泛应用于电动玩具。.广泛应用于...bewidely applied to...e.g. Our products are widely applied to various equipments, electron toys, electrical tools,electrical appliance,electrical massager etc我们产品广泛应用于仪器、电动玩具、电动工具、家用电器、按摩器等领域产品。(2）Thetoyissuitableforchildrenaged6.此玩具适合6岁的儿童be suitable forchildrenaged...适合..岁的儿童。e.g. This toy is suitable for children aged three and above.这个玩具适合3岁以上的儿童。(3）Thewashingmachineisidealforus.此洗衣机是我们理想的用品be ideal for…是理想的用品e.g. This car would be ideal for you, sir, why don't you try it out?先生，这辆汽车会使您称心如意的，您为什么不试用一下呢？（4）Itisveryusefulforreading在阅读方面很实用。veryusefulfor....在..很实用e.g. Sports and games are very useful for character training.体育运动和游戏对于品格训练非常有用。(5）Itcanfullysatisfytheneedsofcustomers：它完全满足客户需求。fullysatisfy.完全满足.e.g.It can fully satisfy the specific requirements of the customer.完全满足每一个用户的具体要求(6）Pleasekeepoutofthereachofpets.请置于宠物够不着的地方。Keepoutofthereachof..置于....够不着的地方e.g.Keepoutofthereachofchildren，置于儿童够不着的地方。（7）Avoidalcoholduringtheuseofthisproduct.服用本品过程中禁饮啤酒。Avoid...duringtheuseof..使用期间禁止.e.g. Avoid alcohol and having pepper, chives, fried food and unripe or cool fruits during theuseof this product服用本品过程中请禁饮啤酒，禁食辣椒、非菜以及油炸、煎、炒类食物，忌食生、冷瓜果。(8）DisconnecttheACcord.拔掉电源。Disconnect...拔掉....e.g. Disconnect the AC cord when you are not going to use the product for a long period oftime.长时间不用本产品时，要拔掉电源(9）Placetheitonaflat,evensurface.将其安放在平坦的地方。Placethe..on..surface将.安放...的地方e.g.Placethemachineonaflat,evensurface.将本机安放在平坦的地方。(10)Itisadvisabletoreplacethebatteries.我们建议你更换电池。6

6 guarantee period 保修期 key Product Features 商品特性 main image and other image URL net weight 净重 商品图片 operating procedures 操作程序 search Terms 搜索关键词 technical parameters 技术参数 1. Sentence Structures (1) This machine is widely applied to electron toys. 此机器广泛应用于电动玩具。 . be widely applied to . .广泛应用于. e.g. Our products are widely applied to various equipments, electron toys, electrical tools, electrical appliance, electrical massager etc. 我们产品广泛应用于仪器、电动玩具、电动工具、家用电器、按摩器等领域产品。 (2) The toy is suitable for children aged 6. 此玩具适合 6 岁的儿童 be suitable for children aged . .适合.岁的儿童。 e.g. This toy is suitable for children aged three and above. 这个玩具适合 3 岁以上的儿童。 (3) The washing machine is ideal for us. 此洗衣机是我们理想的用品 be ideal for . .是理想的.用品 e.g. This car would be ideal for you, sir; why don't you try it out? 先生，这辆汽车会使您称心如意的，您为什么不试用一下呢? (4) It is very useful for reading. 在阅读方面很实用。 very useful for . .在.很实用 e.g. Sports and games are very useful for character training. 体育运动和游戏对于品格训练非常有用。 (5) It can fully satisfy the needs of customers. 它完全满足客户需求。 fully satisfy . 完全满足. e.g. It can fully satisfy the specific requirements of the customer. 完全满足每一个用户的具体要求. (6) Please keep out of the reach of pets. 请置于宠物够不着的地方。 Keep out of the reach of . 置于.够不着的地方 e.g. Keep out of the reach of children. 置于儿童够不着的地方。 (7) Avoid alcohol during the use of this product.服用本品过程中禁饮啤酒。 Avoid . during the use of . 使用.期间禁止. e.g. Avoid alcohol and having pepper, chives, fried food and unripe or cool fruits during the use of this product. 服用本品过程中请禁饮啤酒，禁食辣椒、韭菜以及油炸、煎、炒类食物，忌食生、 冷瓜果。 (8) Disconnect the AC cord. 拔掉电源。 Disconnect . 拔掉. e.g. Disconnect the AC cord when you are not going to use the product for a long period of time.长时间不用本产品时，要拔掉电源 (9) Place the it on a flat, even surface. 将其安放在平坦的地方。 Place the . on . surface 将.安放.的地方 e.g. Place the machine on a flat, even surface. 将本机安放在平坦的地方。 (10) It is advisable to replace the batteries.我们建议你更换电池

replace...更换....e.g.If you use the appliance twice a week or more, it is advisable to replace the batteriesevery two or three years如果一星期使用本产品两次或以上，我们建议你每两年或三年更换电池一次。SV.StrategyTips for Writing Effective Product DescriptionYou should know and understand every feature andResearch the productadvantagetheproductmayhaveand its uses.了解产品Writing styles should always vary depending on thedesiredaudienceYou shouldresearch whousesDetermineyourand purchases the product to establish the tone andaudience.确定客户style of your audience and create a unique voice foryour product.Use descriptive language to convey how any one featureLinking features andwill benefit the buyer and how purchasing the item willbenefits.突出特点好maketheconsumer'slifeeasier.处It's important when writing product descriptions to beUse clear and decisiveconcise.Usecommonlanguageandtermsthatareeasytoanguage.语言清晰明understand.Clearlydescribetheproductwithoutgetting确too technical or boring so the reader stays engagedNot all product descriptions always ask for a sale, but it isInclude a call-to-advisabletobecreativeandencouragethepotentialbuyeraction行动呼吁topurchaseyourproductbytellingthemexactlyhowtodo it

7 replace.更换. e.g. If you use the appliance twice a week or more, it is advisable to replace the batteries every two or three years. 如果一星期使用本产品两次或以上，我们建议你每两年或三年更换电池一次。 Ⅴ. Strategy It's important when writing product descriptions to be concise. Use common language and terms that are easy to understand. Clearly describe the product without getting too technical or boring so the reader stays engaged. Not all product descriptions always ask for a sale, but it is advisable to be creative and encourage the potential buyer to purchase your product by telling them exactly how to do it. Include a call-to- action 行动呼吁 Use descriptive language to convey how any one feature will benefit the buyer and how purchasing the item will make the consumer's life easier. Linking features and benefits.突出特点好 处 Use clear and decisive language.语言清晰明 确 Tips for Writing Ef ective Product Description Writing styles should always vary depending on the desired audience. You should research who uses and purchases the product to establish the tone and style of your audience and create a unique voice for your product. You should know and understand every feature and advantage the product may have. Determine your audience.确定客户 Research the product and its uses.了解产品

6.Exercies and homework:V.PracticeTask 4Directions: Translate the following English sentences to Chinese and vice versa1..Competitiyely-priced.quality.products.arethemostdesirable.（物美价廉的产品）2Thismountainbikeissuitable.for.childrenaged10-16.（适合年龄10-16岁小孩）Avoid alcohol and having pepper, chives, friedfood and unripe or cool fruits during the use of2.、thisproduct.（禁止）3.Pleasekeepthisinstructionforfurtherreference..（将来查询）4.Comeand seeour.wide.range.ofcomputersand printers.（多系列）5.我们的产品完全满足每一个用户的具体要求，（fullysatisfy）我们的产品广泛应用于药品食品。（bewidelyappliedto）6.7.将冰箱安放在平坦的地方（place）8.表面未干燥前，防止雨淋和水浸（avoid,soakwithwater)9:如果你需要信息或服务，请浏览飞利浦桑公司的互联网网站.www.Philipson.com.（visit,the Philipson Website)Task5Directions: Read the following product description and fill in the blanks with the rightexpressions according to the ChineseHIGHSPEEDCHAOSFORTHEGAMECHANGER（规则是用来打破的。）Playfastandshatterexpectationsasyou1become an ultimate game changer in these women's soccer cleats.The ultra-light cleats2（提供所需的爆炸性的速度）toseizethespotlightandbefirstonthe attack. A one-piece lightweight compression upper delivers a sock-like fit with zero wear-intime.PremiumK-leather 3（提供最高的舒适）Designedtocausechaos on firm ground and artificial grass.Experience zero wear-in time with a Techfit compression upper that molds perfectly to your footthe instant you slip it onOne-piece upper provides a snug fit for ultra-fast movesProvides rock-solid stability at high speeds with its extremely lightweightSPRINTFRAMEoutsolePremium K-leather4（提供最高舒适度和感觉）Move with explosive speed and traction on firm ground (dry natural grass) with the FGChaos stud alignment5（进口的）Task6Directions: Some parts of the following description are not proper. Please rewrite them.8

8 6. Exercies and homework: Ⅴ. Practice Task 4 Directions: Translate the following English sentences to Chinese and vice versa. 1. Competitively-priced quality products are the most desirable.（物美价廉的产品） 2. This mountain bike is suitable for children aged 10-16. （适合年龄 10-16 岁小孩） 2. Avoid alcohol and having pepper, chives, fried food and unripe or cool fruits during the use of this product.（禁止） 3. Please keep this instruction for further reference. （将来查询） 4. Come and see our wide range of computers and printers. （多系列） 5. 我们的产品完全满足每一个用户的具体要求. （fully satisfy） 6. 我们的产品广泛应用于药品食品。（be widely applied to） 7. 将冰箱安放在平坦的地方（place） 8. 表面未干燥前，防止雨淋和水浸.(avoid, soak with water) 9. 如果你需要信息或服务，请浏览飞利浦桑公司的互联网网站 www.Philipson.com. (visit, the Philipson Website) Task 5 Directions: Read the following product description and fill in the blanks with the right expressions according to the Chinese. HIGH SPEED CHAOS FOR THE GAMECHANGER 1_（规则是用来打破的。） Play fast and shatter expectations as you become an ultimate game changer in these women's soccer cleats. The ultra-light cleats 2_（提供所需的爆炸性的速度）to seize the spotlight and be first on the attack. A one-piece lightweight compression upper delivers a sock-like fit with zero wear-in time. Premium K-leather 3_（提供最高的舒适）. Designed to cause chaos on firm ground and artificial grass. Experience zero wear-in time with a Techfit compression upper that molds perfectly to your foot the instant you slip it on  One-piece upper provides a snug fit for ultra-fast moves  Provides rock-solid stability at high speeds with its extremely lightweight SPRINTFRAME outsole  Premium K-leather4_（提供最高舒适度和感觉）  Move with explosive speed and traction on firm ground (dry natural grass) with the FG Chaos stud alignment  5_（进口的） Task 6 Directions: Some parts of the following description are not proper. Please rewrite them

Please follow these procedures in orderto make a machine withdrawal from your City Bankchecking or savings accounts:1.You should take out your card and insert your card face up into the card slot on the machineteller.2Enter your six-digit identification number on the numbered buttons.3.Then you need to press the withdrawal button for checking on the button for savings.4.Enter the amount of withdrawal, eitherfifty or one hundred on the numbered buttons, andwaitforyourreceipttobeprinted5.Don't forget to remove your card from the slot, in case you may lose it. You will see thedrawer open with receipt and your cash withdrawal in fifty-dollar packets.All customers are limited to withdrawals of five thousand RMB in one twenty-four-hour period.Tips:Determine your audience, and create a unique voice for your product description.确定客户和说明书用语Use clear and decisive language语言清晰明确9

9 Please follow these procedures in order to make a machine withdrawal from your City Bank checking or savings accounts: 1. You should take out your card and insert your card face up into the card slot on the machine teller. 2. Enter your six-digit identification number on the numbered buttons. 3. Then you need to press the withdrawal button for checking on the button for savings. 4. Enter the amount of withdrawal, either fifty or one hundred on the numbered buttons, and wait for your receipt to be printed. 5. Don’t forget to remove your card from the slot, in case you may lose it. You will see the drawer open with receipt and your cash withdrawal in fifty-dollar packets. All customers are limited to withdrawals of five thousand RMB in one twenty-four-hour period. Tips: Determine your audience, and create a unique voice for your product description. 确定客户和说明书用语 Use clear and decisive language. 语言清晰明确

Unit 1l Sales Letters销售函1. Teaching purpose: get the students know the basic concepts, types, format, language style andwriting skills ofsales letters.2. Teaching Methods: teaching and practicing3. Teaching Credit: 44.KeyPoints and Important points:format, language style and writing skills of sales letters5.Teaching ProcessI.Learning ObjectivesInthisunit,youwill learn知识、技能、思政目标：to understand the connotation of a sales letter;9to know the typical types of sales letters;5toknow the format and the content ofa sales letter;to apply some useful expressions in practice,towritea satisfactory sales letter with correct layout,complete contentand key sellingpointsII.Leading-inAbout Sales LetterAsalesletter（销售函）isapieceofdirectmailwhichisdesignedtopersuadethereadertopurchase a particular product or service in the absence of a salesman. It has been defined as “aformof direct mail in which an advertisersends a letter to a potential customer."It is distinctfromother direct mail techniques,such as thedistribution of leaflets and catalogues,as the sales lettertypically sellsa singleproduct orproductline,and furthertends tobemainlytextual as opposed tographics-based. It is typically used for products or services which, due to their price, are aconsidered purchase at medium or high value (typically tens to thousands of dollars).Typesof SalesLetters（销售函的种类）Salesletters are themostcommon persuasive writingfor commercial purposes. They fall into three general, and sometimes overlapping categories:unsolicited, solicited, and soft-sell.Unsolicited salesletters（自发销售函）are alsoknown as direct-mail advertising.They aresent by mail directly to the prospective buyer. They are usually not welcome on the part of therecipients who did not ask for them, which explains why their paper version is often called junkmail"whiletheelectronic formis called“spam"Solicitedsalesletters（请求性销售函）arerepliestorequestsaboutproductsorservicesThey are often luckier than unsolicited sales letters in the sense that they won't end up in a dustbinwithout being read. However, to succeed, they still have to provide satisfying answers to questionsalready asked by the reader.Soft-sellletters（软式推销函），alsoknownascordialcontactletters,arespecialgoodwiletters designed to maintaingood relationswith important customers.Unlikethe hard-sell junkmail, theydon't bombard the reader with something undesirable.They are soft-sell because theykeep a company's name familiar to customers without directly promoting a particular product orservice. They are usually enjoyable to the reader with a lot of useful information or entertainingmaterials. They aim at long-term customer loyalty.10

10 Unit 11 Sales Letters 销售函 1. Teaching purpose: get the students know the basic concepts, types, format, language style and writing skills of sales letters. 2. Teaching Methods: teaching and practicing 3. Teaching Credit: 4 4. Key Points and Important points: format, language style and writing skills of sales letters. 5. Teaching Process Ⅰ. Learning Objectives In this unit, you will learn 知识、技能、思政目标:  to understand the connotation of a sales letter;  to know the typical types of sales letters;  to know the format and the content of a sales letter;  to apply some useful expressions in practice;  to write a satisfactory sales letter with correct layout, complete content and key selling points. Ⅱ.Leading-in About Sales Letter A sales letter （销售函）is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as “a form of direct mail in which an advertiser sends a letter to a potential customer.” It is distinct from other direct mail techniques, such as the distribution of leaflets and catalogues, as the sales letter typically sells a single product or product line, and further tends to be mainly textual as opposed to graphics-based. It is typically used for products or services which, due to their price, are a considered purchase at medium or high value (typically tens to thousands of dollars). Types of Sales Letters （销售函的种类） Sales letters are the most common persuasive writing for commercial purposes. They fall into three general, and sometimes overlapping categories: unsolicited, solicited, and soft-sell. Unsolicited sales letters（自发销售函） are also known as direct-mail advertising. They are sent by mail directly to the prospective buyer. They are usually not welcome on the part of the recipients who did not ask for them, which explains why their paper version is often called “junk mail” while the electronic form is called “spam”. Solicited sales letters（请求性销售函） are replies to requests about products or services. They are often luckier than unsolicited sales letters in the sense that they won’t end up in a dustbin without being read. However, to succeed, they still have to provide satisfying answers to questions already asked by the reader. Soft-sell letters（软式推销函）, also known as cordial contact letters, are special goodwill letters designed to maintain good relations with important customers. Unlike the hard-sell junk mail, they don’t bombard the reader with something undesirable. They are soft-sell because they keep a company’s name familiar to customers without directly promoting a particular product or service. They are usually enjoyable to the reader with a lot of useful information or entertaining materials. They aim at long-term customer loyalty