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e's transmitting way
As the rapid development of information and multimedia technology, every individuals existed in the world are in an information society. Traditional letters are no longer predominant in business communication. Instead, some more advanced and convenient communication tools like fax, internet and e-mail appear. Especially due to the development of e-commerce, many exporters and importers can easily advertise, consult the manufacture, negotiate with the partner, place an order, sign a contract or pay the goods online. E-commerce is one of the most effective ways to improve foreign trade efficiency. “Employees who work in the field of foreign trade say that 98% people use e-mail to communicate with their clients, then telex and sometimes telephones”(Keegan, 1997: 58).
1.3.3 Liberalization of business English correspondence's writing format
There are many types of business English correspondence, such as professional correspondence, simple and formal correspondence. The liberalization of the writing format is mainly reflected in letterhead, salutation and inside address, etc.
Letterhead designs vary with business organizations and occupy the top of the first page. They may be positioned in the center or at the left margin for full block style or flush at the right margin for indented style.
The salutation is the greeting with which every letter begins. The customary greeting in a business letter is Dear Sirs. The Americans usually use Gentlemen instead of Dear Sirs. If the letter is addressed to an individual, it usually uses: Dear Mr. Smith, Dear Ms. John, Dear Prof. Hill, Dear Dr. Smith and so on. In American letters, a colon is always placed after the salutation. While in Britain English, a comma is placed after the salutation.
If the writer is not sure whether the letter will be read by a man or a woman, he or she can use the greeting “Dear Sir” or “Dear Madam”.
The inside address consists of the name, address, and zip code of the company or person to whom you are writing.
If the letter is addressed to a person, use either a courtesy title (Miss. Mr. Mrs. , or Ms.), or if appropriate, use a professional title (Dr. or Prof. , for example ). Do not use both kinds of titles with one name. Sometimes, the title of a person's position within the organization may be included and typed either immediately after the person's name or on the line below the person's name, whichever position results in better balance. If the letter is to a group, the inside address includes the full group name and address. Care should be taken to address the recipient as exactly as it appears on the envelope of the letter. For example:Mr. Alfred McKenna, Treasurer
Finance and Accounting Department
Warren, Hanson & Associates
259 Third Avenue
New York, New York 1007
（Teng & Xu, 2008: 20）
1.3.4 Conciseness of business English correspondence’s words
“Conciseness means most complete message but briefest expression with no sacrificing clarity or courtesy. A good business English correspondence is precise and to the point” (Teng & Xu, 2008: 6). In another word, sentences of the business correspondence should avoid wordy languages and redundancy, or repetition, and eliminate excessive detail. Short sentences’ existence makes the correspondence itself more concise being logically.
In order to achieve conciseness, the following should be