世紀商務英語寫作訓練（第五版）課件1ObjectivesWriteproductdescriptionsinaclear,conciseandpersuasivemanner;Connecttheproduct’sfeaturestoitsbenefits;Createsensoryimageswithsensorywords;Usethepassivevoiceproperly.ObjectivesWriteproductdescri2Objectives

Aproductdescriptionisthemarketingcopythatexplainswhataproductisandwhyit’sworthpurchasing.Thepurposeofaproductdescriptionistosupplycustomerswithdetailsaboutthefeaturesandbenefitsoftheproductsotheyconsideritnecessarytobuy.

Someproductdescriptionsalsocontaininformationonproductoptionssuchasdifferentshapes,sizes,andspecifications,tohelppotentialbuyersmaketherightchoice.Goodproductdescriptionsareoftenaccompaniedbyagalleryofproductphotoshighlightingthelistoffeaturesdescribedintheproductdescription.ObjectivesAproductdescript3GettingStartedDiscussthefollowingquestionswithyourpartner.1?Whenyouaretryingtobuysomethinginanonlinestore,howcanyoulearnaboutthefeaturesandfunctionsoftheproduct??Whatinformationwouldyouliketogetfromthedescriptionoftheproduct?GettingStartedDiscussthefol4GettingStartedLookatthefollowingpictureandtheproductdescription.Whatinformationcanyoulearnfromthetext?Cantheinformationhelpyoudecidewhethertobuythecleansingbar?Why?2

SelectedbyHouseBeautifulMagazineasBestForTheBath,ouraward-winningNaturalHoneyFacialCleansingBarisenrichedwithnaturalskinnourishingextracts,honeyandroyaljelly.Removedirtandimpuritiesfromyoursensitiveskinwithourall-naturalcleansingbar.Ourgentleformulaisespeciallydesignedtohelpneutralizeskinirritations.Thistherapeuticblendisgreatforallskintypes,especiallysensitiveorproblematicskin,gentleyeteffective.

Directions:Wetthebar,lather,massageintofacialskin,avoidingtheeyeareaandrinsethoroughly.GettingStartedLookatthefol5SampleStudySample1DescriptionTheKennedyBarrelChairisoneofSeanandCatherine’sfavoritepieces.Thisoversizedchairisperfectforthoselookingtospendhourssprawledoutreadingtheirfavoritebookorforthosewhojustwanttocuddlewiththeonetheylove.TheKennedyBarrelChair’shandpicked

fabrichasaspecialsheenthatcreatesalookoftotalelegance.Features?Sustainableforestwoodisusedfortheirframes.?Alltheirwelt

cordsaremadefromrecycledfabrics.?Seatingcapacity:2persons.?Imaginativedescriptionstohelpreaders“feel”theproduct?UsesimplelanguageandincludeallrelevantinformationSampleStudySample1Descriptio6SampleStudySample1ProductDetails?SeatingFirmness:MediumSoft?ProductCare:Spotcleanwithadampclothandwater?AssemblyRequired:NoUpholstery?UpholsteryMaterial:100%PolyesterSampleStudySample1ProductDe7SampleStudySample1描述肯尼迪圓形沙發椅是肖恩凱瑟琳最受歡迎的產品之一。這款沙發椅寬大舒適，您可以慵懶地躺在上面讀一本喜歡的書，或者摟著喜歡的人躺在上面休息。肯尼迪圓形沙發椅的面料經過精心挑選，散發著特殊的光澤，優雅高貴。特點?沙發椅框架是由可持續森林木材制成。?沙發椅滾邊條室友可回收面料制成。?可坐人數：2人產品細節?座墊硬度:中等柔軟?產品護理:污漬用濕布和水擦拭?是否需要組裝:否座墊填充?座墊填充材料:100%聚酯纖維?以想象產品使用情境的描述來幫助讀者體會到使用產品的感受?使用簡潔的語言并且要包括所有相關信息SampleStudySample1描述?以想象產品使8SampleStudySample2Fromdelightingyourlovedonestofillingyourhomewithjoy,theeffectflowerscanhaveonaroomisjustwonderful.Thisarrangementfeatureslavenderroses,violetsandalstroemeriaandiscomplementedbyminicarnationsandbupleurumwithinapurpleglassvase.OurFullofJoyBouquetcapturestheessenceofSpringwhereverit’splaced.?GOODbouquetisapprox.14"Hx13"W.?BETTERbouquetisapprox.16"Hx14"W.?BESTbouquetisapprox.17"Hx16"W.?DetaileddescriptionofthebouquetandthemeritsitcanbringSampleStudySample2Fromdelig9SampleStudySample2THELANGUAGEOFFLOWERSOurfloristsarefluentinthelanguageofflowers.Letthemsendamessagethattranscendswords.EXPERTLYCRAFTEDWithoveracenturyofexperience,FTDdeliversmorethanbouquets.Wedelivermomentstoremember.DELIVEREDBYHANDWhenflowersaredelivered,theycreateaspecialmoment.So,westriveforperfectionwitheverybouquet.?QualificationsandaddedvaluesSampleStudySample2THELANGUA10SampleStudySample2為您所愛的人帶來美好心情，為您的房間增添喜悅，鮮花會給您的房間帶來美妙的感受。這款花束以淡紫色玫瑰和六出花為主，配有迷你康乃馨、柴胡花以及一個紫色玻璃花瓶。我們的喜悅滿盈花束不論擺放在哪里都會帶來春天般的美好感受。?標準款花束尺寸約：14"高x13"寬。?升級款花束尺寸約：16"高x14"寬。?奢華款花束尺寸約：17"高x16"寬。花語我們的花藝師對花語非常熟悉。就讓這些花朵來傳遞超越語言的訊息吧。制作精湛憑著一百多年的經驗，FTD不僅僅遞送花束，我們傳遞讓人難忘的瞬間。人工遞送當花朵遞送到收花人手中，它們創造了一個特別的瞬間。因此我們努力做到每一束花都是完美的。?詳細描述花束以及它給購買者帶來的益處?資質以及附加價值SampleStudySample2為您所愛的人帶來美好11SampleStudyVocabularyoversizedadj.biggerthanusualortoobig大于一般的，特大號的sprawlvi.tospreadthearmsandlegsoutcarelesslyanduntidilywhilesittingorlyingdown（懶散地）攤開四肢坐（或躺）cuddlevi.&vt.toputyourarmsaroundsomeoneandholdtheminalovingway,or(oftwopeople)toholdeachotherclosetoshowloveorforcomfort抱；（互相）擁抱，摟抱handpickedadj.carefullychosen精心挑選的fabricn.[C,U]clothormaterialformakingclothes,coveringfurniture,etc.布；織物sheenn.[sing.,U]abright,smoothsurface光彩；光澤elegancen.[U]arefinedqualityofgracefulnessandgoodtaste高雅，典雅，優雅sustainableadj.abletocontinuewithoutcausingdamagetotheenvironment可持續的weltn.[C]araisedorstrengthenedseam滾邊cordn.[C,U]apieceofthickstringorthinrope繩，帶子recyclevt.toputusedobjectsormaterialsthroughaspecialprocesssothattheycanbeusedagain循環，再利用SampleStudyVocabularyoversize12SampleStudyVocabularycapacityn.[C,U]theamountthatsomethingcanholdorcontain容量dampadj.slightlywet潮濕的assemblyn.[U]theprocessofputtingtogetherthepartsofsth組裝；裝配upholsteryn.[U]thesubstanceusedforfillingaseat座椅填充料polyestern.[U]atypeofartificialcloth聚酯；滌綸lavenderadj.ofapalepurplecolor淡紫色的violetn.[C]asmallplantwithpleasant-smellingpurple,blue,orwhiteflowers紫羅蘭alstroemerian.[sing.,C]六出花complementvt.tomakeagoodcombinationwithsomeoneorsomethingelse補充，補足，使完美carnationn.[C]aflowerthatsmellssweet康乃馨bupleurumn.[sing.,C]柴胡花bouquetn.[C]anarrangementofflowers,especiallyonethatyougivetosomeone花束SampleStudyVocabularycapacity13SampleStudyVocabularyapprox.abbr.(writtenabbreviationforapproximateorapproximately)moreorlessthananumberoramount(approximate或approximately的縮寫)大約floristn.[C]someonewhoownsorworksinashopthatsellsflowersandindoorplantsforthehome花商，花匠transcendvt.togobeyondtheusuallimitsofsomething超越craftvt.tomakesomethingusingaspecialskill,especiallywithyourhands手工制作，精心制作SampleStudyVocabularyapprox.14SampleStudyUsefulExpressions1…createsalookoftotalelegance.2Thisarrangementfeatures...3Withoveracenturyofexperience...4Westriveforperfectionwitheverybouquet.SampleStudyUsefulExpressions15SampleStudyTipsonWritingAgreatproductdescriptionoften:

?clearlyexplainswhattheproductdoesoritsintendeduse(features);

?offersaddedvalueorbenefits;

?includesallrelevantinformation.Focusonyouridealbuyers.Thebestproductdescriptionsaddressyouridealbuyersdirectlyandpersonally.Listthebenefitsthatpeoplewillgetiftheybuyyourproduct.

Appealtoyourreaders’imaginationwithsensorywords.

Makeyourproductdescriptionseasytoscanbyincludingbulletpoints,shortparagraphsmadeupofjustafewsentenceseach,lotsofwhitespace,anddifferentsizefonts.Thebesttoneisusuallyslightlylessformalthanmostofbusinessdocuments.Humorscanbeusedtokeepthereaderengagedinwhatyouhavetosay.Bebriefandusecommonlanguageandtermsthatareeasytounderstand.SampleStudyTipsonWritingAg16Sample1Sample2ProductStoreSensoryImages(Whatitmightbeliketohavetheproductinyourhome?)FeaturesBenefitsUnderstandingYourMessagePractice1Completethefollowingtablewiththeinformationgiveninthesamples.KennedyBarrelChairFullofJoyBouquetSeanandCatherine’sFTDThisoversizedchairisperfectforthoselookingtospendhourssprawledoutreadingtheirfavoritebookorforthosewhojustwanttocuddlewiththeonetheylove.Fromdelightingyourlovedonestofillingyourhomewithjoy,theeffectflowerscanhaveonaroomisjustwonderful.Whenflowersaredelivered,theycreateaspecialmoment.

Sustainableforestwoodisusedfortheirframes

Alltheirweltcordsaremadefromrecycledfabrics

Seatingcapacity:2Thisarrangementfeatureslavenderroses,violetandalstroemeriaandiscomplementedbyminicarnationsandbupleurumwithinapurpleglassvase.TheKennedyBarrelChair’shandpickedfabrichasaspecialsheenthatcreatesalookoftotalelegance.OurFullofJoyBouquetcapturestheessenceofSpringwhereverit’splaced.Sample1Sample2ProductStor17UnderstandingYourMessagePractice2Completethesentenceswiththewordsgiven,changingtheformwherenecessary.crafthandpickedassemblyrecycletranscendfabricsustainablesheencapacitycomplement1.Weproducefurniturethatiseasyto__________.2.Thegroupmakesmusicthat__________traditionalpopcategories.3.Allourbouquetscomewitha____________giftcarddisplayingyourpersonalmessageifyousowish.4.Thatbowlhasa__________oftwopints.5.Thesoft,creamybedlinenaddsaluxurioustouchand____________anycolorscheme.assembletranscendshandpickedcapacitycomplementsUnderstandingYourMessagePrac18UnderstandingYourMessagePractice2Completethesentenceswiththewordsgiven,changingtheformwherenecessary.crafthandpickedassemblyrecycletranscendfabricsustainablesheencapacitycomplement6.Eachdollis__________individuallybyspecialists.7.Thistypeof__________isstrongenoughtowithstandharshprocessing.8.Theconditionergiveshairabeautifulsoft__________.9.Water__________isagoodwaytosaveourresources.10.Thefutureofinteriordesignshouldbegreendesign,ecologicaldesignand__________design.craftedfabricsheenrecyclesustainableUnderstandingYourMessagePrac19WritingYourMessageKeyFeaturesandBenefits

Aproductfeatureisafactualstatementabouttheproductthatprovidestechnicalinformation.Aproductbenefit,ontheotherhand,tellshowtheproductcanimprovethebuyer’slife.Consumersgenerallygoforproductsthatprovidethemspecificbenefits.Makealistofthefeaturesofyourproductandthentrytolinkthesefeaturestobenefitsforcustomers.e.g.

Feature:Sustainableforestwoodisusedfortheirframes.(Sample1)

Benefit:TheKennedyBarrelChair’shandpickedfabrichasaspecialsheenthatcreatesalookoftotalelegance.(Sample1)

Feature:Thisarrangementfeatureslavenderroses,violetsandalstroemeriaandiscomplementedbyminicarnationsandbupleurumwithinapurpleglassvase.(Sample2)

Benefit:OurFullofJoyBouquetcapturestheessenceofSpringwhereverit’splaced.(Sample2)WritingYourMessageKeyFeatur20_____1.Structuredandlightweight,theParkerisaversatilebagthatcombinesuptownelegancewithdowntownease._____2.TheHarryPotterserieshasbeenhailedas“onefortheages”byStephenKing._____3.AllthesetechnicaldetailscombinetomaketheVeyronatrulyexceptionalsupersportscar._____4.Featuringawiderangeoftop-qualitycomponents,Clarksgivesyoutheoptionsyoudesireinthequalityyoudemand._____5.ThisstreamlinedstyleiscraftedinrefinedleatherandfeaturesourdimensionalTeaRosemotifmadeupofleatherblooms,metalhardwareandboldpopsofcolor.WritingYourMessagePractice3Readthefollowingsentences.WriteFifasentencedescribesthefeatureofaproduct;writeBifasentencedescribesthebenefitofaproduct;writeF&Bifasentencedescribesboththefeatureandthebenefit.F&BFBF&BF_____1.Structuredandlightw21_____6.NaturalShapedHimalayanSaltLampismadeof100%pureHimalayansaltrock._____7.Youcansamplethisscentwithoutinvestinginabigger,moreexpensivecandle._____8.Thislightsaltlampisperfectforahomeofficeorworkspacetoreducedustandpurifytheairofyourenvironment._____9.TheDualShock4WirelessControllerfeaturesabuilt-inspeakerandastereoheadsetjack,puttingseveralnewaudiooptionsintheplayer’shands._____10.Itpossessestheuniquestyleandflavorandisanextensivelyenjoyabledrink.WritingYourMessagePractice3Readthefollowingsentences.WriteFifasentencedescribesthefeatureofaproduct;writeBifasentencedescribesthebenefitofaproduct;writeF&Bifasentencedescribesboththefeatureandthebenefit.FBBFF&B_____6.NaturalShapedHimala22WritingYourMessagePractice3Readthefollowingsentences.WriteFifasentencedescribesthefeatureofaproduct;writeBifasentencedescribesthebenefitofaproduct;writeF&Bifasentencedescribesboththefeatureandthebenefit.SensoryWords

Sensorywordsaredescriptivewordsrelatedtofivesenses:sight,hearing,smell,tasteandtouch.Sensoryadjectivesarepowerwordswhichmakeyourreadersfeellikethey’reexperiencingtheproductsecondhand.Intheproductdescription,itisnecessarytouseasmanysensorywordsaspossiblebecausesensorywordsmakeyourwritingcometolifeandmostimportantly,increasesales.e.g.

Thisoversizedchairisperfectforthoselookingtospendhourssprawledoutreadingtheirfavoritebookorforthosewhojustwanttocuddlewiththeonetheylove.(Sample1)

Fromdelightingyourlovedonestofillingyourhomewithjoy,theeffectflowerscanhaveonaroomisjustwonderful.(Sample2)WritingYourMessagePractice323WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.1.Wakeupinthemorningtothesubtlescentofrichandcreamyvanilla.Wakeupinthemorningtothesubtlescentofrichandcreamyvanilla.2.(LancomeAdvancedGenifiqueYouthActivatingConcentrateforUnisex)Unveilsasofter,smoother,clearer,plumper,moreluminousandeven-tonedcomplexion.(LancomeAdvancedGenifiqueYouthActivatingConcentrateforUnisex)Unveilsasofter,smoother,clearer,plumper,moreluminousandeven-tonedcomplexion.WritingYourMessagePractice424WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.3.Dreamthenightawayonthiscreamysoftpillow.Thelilacprintpatternleavesyoupracticallysmellingtheflowers.Dreamthenightawayonthiscreamy

softpillow.Thelilacprintpatternleavesyoupracticallysmellingtheflowers.4.CraftedinluxuriouslyblackCalfleather,thebeltfastensatthefrontwithagoldenlaminateeaglebuckle.Craftedinluxuriously

blackCalfleather,thebeltfastensatthefrontwithagolden

laminateeaglebuckle.WritingYourMessagePractice425WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.5.ThisstunningrarepiecefromCartier’siconic“Panthere”collectionismasterfullycraftedfromluxurious18Kyellowgoldwhoseenticingradianceisaccentuatedbyaplethoraofattractivegems.ThisstunningrarepiecefromCartier’siconic“Panthere”collectionismasterfullycraftedfromluxurious18Kyellowgoldwhoseenticingradianceisaccentuatedbyaplethoraofattractivegems.6.PhantomBlackSpecialEdition,featuringatranslucentblackdesignthatfadestochampagnegold,andtexturedgripforenhancedcomfort.PhantomBlackSpecialEdition,featuringatranslucentblackdesignthatfadestochampagnegold,andtexturedgripforenhancedcomfort.WritingYourMessagePractice426WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.7.(L’Oreal—Professionnel)Helpshairrestorestrength&shineandleaveshairsilkysmooth,soft&manageable.(L’Oreal—Professionnel)Helpshairrestorestrength&shineandleaveshairsilky

smooth,soft&manageable.8.Thankstoourexclusiveperforateddesign,yourfavoritefoodstakeonsavory,fire-smokedflavor.Thankstoourexclusiveperforateddesign,yourfavoritefoodstakeonsavory,fire-

smokedflavor.WritingYourMessagePractice427WritingYourMessagePractice4Underlinethesensoryadjectivesinthefollowingsentences.9.Availableinsilver,spacegray,andgold,thenewthinnerandlighterMacBookAirfeaturesabrilliantRetinadisplay,TouchID,thelatest-generationkeyboard,andaForceTouchtrackpad.Availableinsilver,spacegray,andgold,thenewthinnerandlighterMacBookAirfeaturesabrilliantRetinadisplay,TouchID,thelatest-generationkeyboard,andaForceTouchtrackpad.10.Inaddition,Centrummultivitaminshaveasmoothcoatingthatmakesthemeasytoswallow.Inaddition,Centrummultivitaminshaveasmoothcoatingthatmakesthemeasytoswallow.WritingYourMessagePractice428IntegratingYourMessagePractice5Completethefollowingproductdescriptionwiththephrasesgiven.

ThisrareChineseteaiscarefullypickedby(1)_______________________inaremotemountainregionofChina.Legendhasitthatmonkeyswerefirstusedto(2)____________________tencenturiesago,becauseuponseeingitsmastertryingtoreach(3)_______________________________onamountainface,themonkey(4)_________________________________andcollectedtheteagrowingthereand(5)____________________toitsmaster.Thiswildteawasconsideredsodeliciousthata.someteagrowingwildb.speciallytrainedmonkeysc.harmedormistreated

d.collectthisrarewildteae.climbedupthesteepfacef.diedout

g.broughtitdownh.doingthisjobforgenerationsi.inonesmallremotevillage

j.thisremarkabletraditionspeciallytrainedmonkeyscollectthisrarewildteasometeagrowingwildclimbedupthesteepfacebroughtitdownIntegratingYourMessagePracti29IntegratingYourMessagePractice5Completethefollowingproductdescriptionwiththephrasesgiven.other

peoplebegantotrainmonkeystocollectthisrarewildtea.Nowadaysthepracticeofmonkeyspickingteahasallbut(6)___________________,except(7)_______________________wheretheystillcontinue(8)_____________________.Nomonkeysare(9)____________________inorderforustobringthisrarebrewtoyou!Infactthemonkeysandtheirancestorshavebeen(10)______________________________andaretreatedasrespectedmembersoftheirhumankeeper’sfamilies.a.someteagrowingwildb.speciallytrainedmonkeysc.harmedormistreated

d.collectthisrarewildteae.climbedupthesteepfacef.diedout

g.broughtitdownh.doingthisjobforgenerationsi.inonesmallremotevillage

j.thisremarkabletraditiondiedoutinonesmallremotevillagethisremarkabletraditionharmedormistreateddoingthisjobforgenerationsIntegratingYourMessagePracti30IntegratingYourMessagePractice6TheAirJordan11Concords(1)_______________________________________(最初在1995年11月發售)and(2)____________________________（由TinkerHatfield設計）forMichaelJordan.(3)____________________________________________________(設計靈感直接來源于喬丹)whosaidhe“wantedashoethatwould(4)____________(好看)bothoffthecourtaswellason,(5)_______________________________(一種可以和西裝一起穿的鞋)”.Theythenreceivedtheirnamefromtheofficialcolorwayfeaturedontheboxtagand(6)______________________________________________________(以白色的鞋面和圍繞鞋底的一圈黑色漆皮為特征).Thisisthefirsttimethat(7)____________________________________________(在籃球鞋上使用漆皮).Theyalsofeaturedaclearoutsolewithacarbonfiberspringplate,anylonupper,aquicklacesystem,andofcoursetheairsole.TheAirJordan11Concordsthenreturnedforaretroin2000and(8)______________________(幾分鐘內售罄),butnow(9)_______________________(等待十年之后)asofDecember23rd2011(10)_______________________(他們已經回歸)andcanbeyoursnow.CompletethefollowingproductdescriptionaccordingtotheChinesegiveninthebrackets.wereoriginallyreleasedinNovember1995weredesignedbyTinkerHatfieldThedesigninspirationcamestraightfromMichaelJordanlookgoodashoethathecouldwearwithasuitfeaturedawhiteupperwithblackpatentleatheraroundthebasepatentleatherhadbeenusedonabasketballshoesoldoutwithinminutesafter10yearsofwaitingtheyhavereturnedIntegratingYourMessagePracti31IntegratingYourMessagePractice7Writeaproductdescriptionbasedonthefollowingscenario.Youcanaddmoreinformationifnecessary.Scenario

Yourcompanyisplanningtodevelopanewproduct.Writeadescriptionfortheproduct.Intheproductdescription,youshouldinclude:?thefunctionoftheproduct;?mainfeaturesoftheproduct;?benefitsoftheproduct.IntegratingYourMessagePracti32□Haveyouusedbulletpoints,differentfontsizesandwhitespacetomakeyourproductdescriptioneasytoread?□Arethemainfeaturesdescribedclearly?□Arethebenefitsincluded?□Haveyouwrittenfortargetaudience?□Haveyouusedpowerwordstocreatesensoryimages?Checklist□Arethestyleandtoneproper?□Arethereanyspellingmistakes?□Haveyouusedbulletpoints,33ConsolidatingYourSkillsThePassiveVoice

Theactivevoiceandthepassivevoicearetwodifferentwaysinwhichasentencecanbestructured.Theactivevoiceismoredirect,dynamic,personalandforceful.Incontrast,thepassivevoiceismoreindirect,objective,andformal.Thepassivevoiceishelpfulwhenyouwanttodrawattentionawayfromthepersonperformingtheaction.e.g.

Alltheirweltcordsaremadefromrecycledfabrics.(Sample1)

Whenflowersaredelivered,theycreateaspecialmoment.(Sample2)ConsolidatingYourSkillsTheP34ConsolidatingYourSkillsPractice8Completethesentenceswiththeproperformofthewordsgiveninthebrackets.1.Thelensbarrel______________(polish)manytimes,andissmoothasamirror.2.Comfort,capacity,mobilityandadjustabilityareallcarefully_____________________(consider)featuresinthiscollection,ma