世纪商务英语写作训练（第五版）课件

Lesson 14Product Descriptions普通高等教育“十一五”国家级规划教材主编任奎艳潘春耿娟世纪商务英语写作训练（第五版）课件1ObjectivesWrite product descriptions in a clear,concise and persuasive manner;Connect the products features to its benefits;Create sensory images with sensory words;Use the passive voice properly.ObjectivesWrite product descri2ObjectivesA product description is the marketing copy that explains what a product is and why its worth purchasing.The purpose of a product description is to supply customers with details about the features and benefits of the product so they consider it necessary to buy.Some product descriptions also contain information on product options such as different shapes,sizes,and specifications,to help potential buyers make the right choice.Good product descriptions are often accompanied by a gallery of product photos highlighting the list of features described in the product description.ObjectivesA product descript3Getting StartedDiscuss the following questions with your partner.1 When you are trying to buy something in an online store,how can you learn about the features and functions of the product?What information would you like to get from the description of the product?Getting StartedDiscuss the fol4Getting StartedLook at the following picture and the product description.What information can you learn from the text?Can the information help you decide whether to buy the cleansing bar?Why?2Selected by House Beautiful Magazine as Best For The Bath,our award-winning Natural Honey Facial Cleansing Bar is enriched with natural skin nourishing extracts,honey and royal jelly.Remove dirt and impurities from your sensitive skin with our all-natural cleansing bar.Our gentle formula is especially designed to help neutralize skin irritations.This therapeutic blend is great for all skin types,especially sensitive or problematic skin,gentle yet effective.Directions:Wet the bar,lather,massage into facial skin,avoiding the eye area and rinse thoroughly.Getting StartedLook at the fol5Sample StudySample 1DescriptionThe Kennedy Barrel Chair is one of Sean and Catherines favorite pieces.This oversized chair is perfect for those looking to spend hours sprawled out reading their favorite book or for those who just want to cuddle with the one they love.The Kennedy Barrel Chairs handpicked fabric has a special sheen that creates a look of total elegance.Features Sustainable forest wood is used for their frames.All their welt cords are made from recycled fabrics.Seating capacity:2 persons.Imaginative descriptions to help readers“feel”the product Use simple language and include all relevant informationSample StudySample 1Descriptio6Sample StudySample 1Product Details Seating Firmness:Medium Soft Product Care:Spot clean with a damp cloth and water Assembly Required:NoUpholstery Upholstery Material:100%PolyesterSample StudySample 1Product De7Sample StudySample 1描述肯尼迪圆形沙发椅是肖恩凯瑟琳最受欢迎的产品之一。这款沙发椅宽大舒适，您可以慵懒地躺在上面读一本喜欢的书，或者搂着喜欢的人躺在上面休息。肯尼迪圆形沙发椅的面料经过精心挑选，散发着特殊的光泽，优雅高贵。特点 沙发椅框架是由可持续森林木材制成。沙发椅滚边条室友可回收面料制成。可坐人数：2 人产品细节 座垫硬度:中等柔软 产品护理:污渍用湿布和水擦拭 是否需要组装:否座垫填充 座垫填充材料:100%聚酯纤维 以想象产品使用情境的描述来帮助读者体会到使用产品的感受 使用简洁的语言并且要包括所有相关信息Sample StudySample 1描述 以想象产品使8Sample StudySample 2From delighting your loved ones to filling your home with joy,the effect flowers can have on a room is just wonderful.This arrangement features lavender roses,violets and alstroemeria and is complemented by mini carnations and bupleurum within a purple glass vase.Our Full of Joy Bouquet captures the essence of Spring wherever its placed.GOOD bouquet is approx.14H x 13W.BETTER bouquet is approx.16H x 14W.BEST bouquet is approx.17H x 16W.Detailed description of the bouquet and the merits it can bringSample StudySample 2From delig9Sample StudySample 2THE LANGUAGE OF FLOWERSOur florists are fluent in the language of flowers.Let them senda message that transcends words.EXPERTLY CRAFTEDWith over a century of experience,FTD delivers more thanbouquets.We deliver moments to remember.DELIVERED BY HANDWhen flowers are delivered,they create a special moment.So,we strive for perfection with every bouquet.Qualifications and added valuesSample StudySample 2THE LANGUA10Sample StudySample 2为您所爱的人带来美好心情，为您的房间增添喜悦，鲜花会给您的房间带来美妙的感受。这款花束以淡紫色玫瑰和六出花为主，配有迷你康乃馨、柴胡花以及一个紫色玻璃花瓶。我们的喜悦满盈花束不论摆放在哪里都会带来春天般的美好感受。标准款花束尺寸约：14高 x 13宽。升级款花束尺寸约：16高 x 14宽。奢华款花束尺寸约：17高 x 16宽。花语我们的花艺师对花语非常熟悉。就让这些花朵来传递超越语言的讯息吧。制作精湛凭着一百多年的经验，FTD 不仅仅递送花束，我们传递让人难忘的瞬间。人工递送当花朵递送到收花人手中，它们创造了一个特别的瞬间。因此我们努力做到每一束花都是完美的。详细描述花束以及它给购买者带来的益处 资质以及附加价值Sample StudySample 2为您所爱的人带来美好11Sample StudyVocabularyoversized adj.bigger than usual or too big 大于一般的，特大号的sprawl vi.to spread the arms and legs out carelessly and untidily while sitting or lying down（懒散地）摊开四肢坐（或躺）cuddle vi.&vt.to put your arms around someone and hold them in a loving way,or(of two people)to hold each other close to show love or for comfort 抱；（互相）拥抱，搂抱handpicked adj.carefully chosen 精心挑选的fabric n.C,U cloth or material for making clothes,covering furniture,etc.布；织物sheen n.sing.,Ua bright,smooth surface 光彩；光泽elegance n.Ua refined quality of gracefulness and good taste 高雅，典雅，优雅sustainable adj.able to continue without causing damage to the environment 可持续的welt n.Ca raised or strengthened seam 滚边cord n.C,Ua piece of thick string or thin rope 绳，带子recycle vt.to put used objects or materials through a special process so that theycan be used again 循环，再利用Sample StudyVocabularyoversize12Sample StudyVocabularycapacity n.C,Uthe amount that something can hold or contain 容量damp adj.slightly wet 潮湿的assembly n.Uthe process of putting together the parts of sth 组装；装配upholstery n.Uthe substance used for filling a seat 座椅填充料polyester n.Ua type of artificial cloth 聚酯；涤纶lavender adj.of a pale purple color 淡紫色的violet n.Ca small plant with pleasant-smelling purple,blue,or white flowers 紫罗兰alstroemeria n.sing.,C六出花complement vt.to make a good combination with someone or something else 补充，补足，使完美carnation n.Ca flower that smells sweet 康乃馨bupleurum n.sing.,C柴胡花bouquet n.Can arrangement of flowers,especially one that you give to someone 花束Sample StudyVocabularycapacity13Sample StudyVocabularyapprox.abbr.(written abbreviation for approximate or approximately)more or lessthan a number or amount(approximate 或 approximately 的缩写)大约florist n.Csomeone who owns or works in a shop that sells flowers and indoorplants for the home 花商，花匠transcend vt.to go beyond the usual limits of something 超越craft vt.to make something using a special skill,especially with your hands 手工制作，精心制作Sample StudyVocabularyapprox.14Sample StudyUseful Expressions1creates a look of total elegance.2This arrangement features.3With over a century of experience.4We strive for perfection with every bouquet.Sample StudyUseful Expressions15Sample StudyTips on WritinguA great product description often:clearly explains what the product does or its intended use(features);offers added value or benefits;includes all relevant information.uFocus on your ideal buyers.The best product descriptions address your ideal buyers directly and personally.uList the benefits that people will get if they buy your product.u Appeal to your readers imagination with sensory words.u Make your product descriptions easy to scan by including bullet points,short paragraphs made up of just a few sentences each,lots of white space,and different size fonts.uThe best tone is usually slightly less formal than most of business documents.Humors can be used to keep the reader engaged in what you have to say.uBe brief and use common language and terms that are easy to understand.Sample StudyTips on WritingA g16Sample 1 Sample 2 ProductStoreSensory Images(What it might be like to have the product inyour home?)FeaturesBenefitsUnderstanding Your MessagePractice 1Complete the following table with the information given in the samples.Kennedy Barrel ChairFull of Joy BouquetSean and CatherinesFTDThis oversized chair is perfect for those looking to spend hours sprawled out reading their favorite book or for those who just want to cuddle with the one they love.From delighting your loved ones to filling your home with joy,the effect flowers can have on a room is just wonderful.When flowers are delivered,they create a special moment.Sustainable forest wood is used for their framesAll their welt cords are made from recycled fabricsSeating capacity:2This arrangement features lavender roses,violet and alstroemeria and is complemented by mini carnations and bupleurum within a purple glassvase.The Kennedy Barrel Chairs handpicked fabric has a special sheen that creates a look of total elegance.Our Full of Joy Bouquet captures theessence of Spring wherever its placed.Sample 1 Sample 2 ProductStor17Understanding Your MessagePractice 2Complete the sentences with the words given,changing the form where necessary.craft handpicked assembly recycle transcendfabric sustainable sheen capacity complement1.We produce furniture that is easy to _.2.The group makes music that _ traditional pop categories.3.All our bouquets come with a _ gift card displaying your personal message if you so wish.4.That bowl has a _ of two pints.5.The soft,creamy bed linen adds a luxurious touch and _ any color scheme.assembletranscendshandpickedcapacitycomplementsUnderstanding Your MessagePrac18Understanding Your MessagePractice 2Complete the sentences with the words given,changing the form where necessary.craft handpicked assembly recycle transcendfabric sustainable sheen capacity complement6.Each doll is _ individually by specialists.7.This type of _ is strong enough to withstand harsh processing.8.The conditioner gives hair a beautiful soft _.9.Water _ is a good way to save our resources.10.The future of interior design should be green design,ecological design and _ design.craftedfabricsheenrecyclesustainableUnderstanding Your MessagePrac19Writing Your MessageKey Features and BenefitsA product feature is a factual statement about the product that provides technical information.A product benefit,on the other hand,tells how the product can improve the buyers life.Consumers generally go for products that provide them specific benefits.Make a list of the features of your product and then try to link these features to benefits for customers.e.g.Feature:Sustainable forest wood is used for their frames.(Sample 1)Benefit:The Kennedy Barrel Chairs handpicked fabric has a special sheen that creates a look of total elegance.(Sample 1)Feature:This arrangement features lavender roses,violets and alstroemeria and is complemented by mini carnations and bupleurum within a purple glass vase.(Sample 2)Benefit:Our Full of Joy Bouquet captures the essence of Spring wherever its placed.(Sample 2)Writing Your MessageKey Featur20_ 1.Structured and lightweight,the Parker is a versatile bag that combines uptown elegance with downtown ease._ 2.The Harry Potter series has been hailed as“one for the ages”by Stephen King._ 3.All these technical details combine to make the Veyron a truly exceptional super sports car._ 4.Featuring a wide range of top-quality components,Clarks gives you the options you desire in the quality you demand._ 5.This streamlined style is crafted in refined leather and features our dimensional Tea Rose motif made up of leather blooms,metal hardware and bold pops of color.Writing Your MessagePractice 3Read the following sentences.Write F if a sentence describes the feature of a product;write B if a sentence describes the benefit of a product;write F&B if a sentence describes both the feature and the benefit.F&BFBF&BF_ 1.Structured and lightw21_ 6.Natural Shaped Himalayan Salt Lamp is made of 100%pure Himalayan salt rock._ 7.You can sample this scent without investing in a bigger,more expensive candle._ 8.This light salt lamp is perfect for a home office or work space to reduce dust and purify the air of your environment._ 9.The DualShock 4 Wireless Controller features a built-in speaker and a stereo headset jack,putting several new audio options in the players hands._ 10.It possesses the unique style and flavor and is an extensively enjoyable drink.Writing Your MessagePractice 3Read the following sentences.Write F if a sentence describes the feature of a product;write B if a sentence describes the benefit of a product;write F&B if a sentence describes both the feature and the benefit.FBBFF&B_ 6.Natural Shaped Himala22Writing Your MessagePractice 3Read the following sentences.Write F if a sentence describes the feature of a product;write B if a sentence describes the benefit of a product;write F&B if a sentence describes both the feature and the benefit.Sensory WordsSensory words are descriptive words related to five senses:sight,hearing,smell,taste and touch.Sensory adjectives are power words which make your readers feel liketheyre experiencing the product secondhand.In the product description,it is necessary touse as many sensory words as possible because sensory words make your writing come tolife and most importantly,increase sales.e.g.This oversized chair is perfect for those looking to spend hours sprawled out readingtheir favorite book or for those who just want to cuddle with the one they love.(Sample 1)From delighting your loved ones to filling your home with joy,the effect flowers canhave on a room is just wonderful.(Sample 2)Writing Your MessagePractice 323Writing Your MessagePractice 4Underline the sensory adjectives in the following sentences.1.Wake up in the morning to the subtle scent of rich and creamy vanilla.Wake up in the morning to the subtle scent of rich and creamy vanilla.2.(Lancome Advanced Genifique Youth Activating Concentrate for Unisex)Unveils a softer,smoother,clearer,plumper,more luminous and even-toned complexion.(Lancome Advanced Genifique Youth Activating Concentrate for Unisex)Unveils a softer,smoother,clearer,plumper,more luminous and even-toned complexion.Writing Your MessagePractice 424Writing Your MessagePractice 4Underline the sensory adjectives in the following sentences.3.Dream the night away on this creamy soft pillow.The lilac print pattern leaves you practically smelling the flowers.Dream the night away on this creamy soft pillow.The lilac print pattern leaves you practically smelling the flowers.4.Crafted in luxuriously black Calf leather,the belt fastens at the front with a golden laminate eagle buckle.Crafted in luxuriously black Calf leather,the belt fastens at the front with a golden laminate eagle buckle.Writing Your MessagePractice 425Writing Your MessagePractice 4Underline the sensory adjectives in the following sentences.5.This stunning rare piece from Cartiers iconic“Panthere”collection is masterfully crafted from luxurious 18K yellow gold whose enticing radiance is accentuated by a plethora of attractive gems.This stunning rare piece from Cartiers iconic“Panthere”collection is masterfully crafted from luxurious 18K yellow gold whose enticing radiance is accentuated by a plethora of attractive gems.6.Phantom Black Special Edition,featuring a translucent black design that fades to champagne gold,and textured grip for enhanced comfort.Phantom Black Special Edition,featuring a translucent black design that fades to champagne gold,and textured grip for enhanced comfort.Writing Your MessagePractice 426Writing Your MessagePractice 4Underline the sensory adjectives in the following sentences.7.(LOrealProfessionnel)Helps hair restore strength&shine and leaves hair silky smooth,soft&manageable.(LOreal Professionnel)Helps hair restore strength&shine and leaves hair silky smooth,soft&manageable.8.Thanks to our exclusive perforated design,your favorite foods take on savory,fire-smoked flavor.Thanks to our exclusive perforated design,your favorite foods take on savory,fire-smoked flavor.Writing Your MessagePractice 427Writing Your MessagePractice 4Underline the sensory adjectives in the following sentences.9.Available in silver,space gray,and gold,the new thinner and lighter MacBook Air features a brilliant Retina display,Touch ID,the latest-generation keyboard,and aForce Touch trackpad.Available in silver,space gray,and gold,the new thinner and lighter MacBook Air features a brilliant Retina display,Touch ID,the latest-generation keyboard,and a Force Touch trackpad.10.In addition,Centrum multivitamins have a smooth coating that makes them easy to swallow.In addition,Centrum multivitamins have a smooth coating that makes them easytoswallow.Writing Your MessagePractice 428Integrating Your MessagePractice 5Complete the following product description with the phrases given.This rare Chinese tea is carefully picked by(1)_ in a remote mountain region of China.Legend has it that monkeys were first used to(2)_ ten centuries ago,because upon seeing its master trying to reach(3)_ on a mountain face,the monkey(4)_and collected the tea growing there and(5)_ to its master.This wild tea was considered so delicious thata.some tea growing wild b.specially trained monkeys c.harmed or mistreatedd.collect this rare wild tea e.climbed up the steep face f.died outg.brought it down h.doing this job for generations i.in one small remote village j.this remarkable traditionspecially trained monkeyscollect this rare wild teasome tea growing wildclimbed up the steep facebrought it downIntegrating Your MessagePracti29Integrating Your MessagePractice 5Complete the following product description with the phrases given.other people began to train monkeys to collect this rare wild tea.Nowadays the practice of monkeys picking tea has all but(6)_,except(7)_ where they still continue(8)_.No monkeys are(9)_ in order for us to bring this rare brew to you!In fact the monkeys and their ancestors have been(10)_ _ and are treated as respected members of their human keepers families.a.some tea growing wild b.specially trained monkeys c.harmed or mistreatedd.collect this rare wild tea e.climbed up the steep face f.died outg.brought it down h.doing this job for generations i.in one small remote village j.this remarkable traditiondied outin one small remote villagethis remarkable traditionharmed or mistreated doing this job for generationsIntegrating Your MessagePracti30Integrating Your MessagePractice 6The Air Jordan 11 Concords(1)_(最初在 1995 年 11 月发售)and(2)_（由 Tinker Hatfield 设计）for Michael Jordan.(3)_(设计灵感直接来源于乔丹)who said he“wanted a shoe that would(4)_(好看)both off the court as well as on,(5)_(一种可以和西装一起穿的鞋)”.They then received their name from the official colorway featured on the box tag and(6)_(以白色的鞋面和围绕鞋底的一圈黑色漆皮为特征).This is the first time that(7)_(在篮球鞋上使用漆皮).They also featured a clear outsole with a carbon fiber spring plate,a nylon upper,a quick lace system,and of course the air sole.The Air Jordan 11 Concords then returned for a retro in 2000 and(8)_(几分钟内售罄),but now(9)_(等待十年之后)as of December 23rd 2011(10)_(他们已经回归)and can be yours now.Complete the following product description according to the Chinese given in the brackets.were originally released in November 1995were designed by Tinker HatfieldThe design inspiration came straight from Michael Jordan look gooda shoe that he could wear with a suit featured a white upper with black patent leatheraround the basepatent leather had been used on a basketball shoesold out within minutesafter 10 years of waitingthey have returnedIntegrating Your MessagePracti31Integrating Your MessagePractice 7Write a product description based on the following scenario.You can add more information if necessary.ScenarioYour company is planning to develop a new product.Write a description for the product.In the product description,you should include:the function of the product;main features of the product;benefits of the product.Integrating Your MessagePracti32 Have you used bullet points,different font sizes and white space to make your product description easy to read?Are the main features described clearly?Are the benefits included?Have you written for target audience?Have you used power words to create sensory images?Checklist Are the style and tone proper?Are there any spelling mistakes?Have you used bullet points,33Consolidating Your SkillsT