1、Determining purposesIdentifying audiencesAnalyzing audiencesMotivating audiences by psychological strategiesETBChastwomajorpurposes:toconveyinformationconciselyandaccuratelysothatyouraudiencescanunderstandtheinformation:topresentyourinformationconvincinglysothatyouraudienceswillacceptyourideasTechni
2、cal&businesswritingisa writer-responsible writing/reader-centeredwriting.(Theoppositeisreader-responsiblewriting.)Itisthewritersresponsibilitytomaketheirwritingeasytofollowandeasytousetoallreaders.Tomakeyourwritingusefultothereader,youshouldfirstunderstandyourreader.Putyourselfinyourreaderspositiona
3、ndmakeaudience analysis.Factors for Consideration about the audienceTorealizethetwopurposes,youshouldconsiderthefollowingfactorsaboutyouraudienceswhenyouareplanningadocument.Theinformationyouintendyouraudiencetolearn.Thereasonwhyyouwantthemtolearnthis.Thebackgroundinformationyoushouldgive.Difficulti
4、estheaudiencemighthaveincomprehension.Theinformationyoushouldprovidefortheaudiencetoovercometheanticipateddifficulties.Ideasorbeliefsyouintendtocausetheaudiencetoaccept.Actionsyouintendtheaudiencetotake.Theinformationyoushouldprovidetoconvinceyouraudience.Methodsyoushouldusetoconvinceyouraudience.Ob
5、jectionsyouraudiencemighthave.Thelogicalargumentyoushouldusetoovercometheobjections.Peoplereadtechnicalinformationforvariouspurposes.:Youshouldpreparetomeetreadersmultiplepurposes.Businessandtechnicaldocumentsareusuallywrittenforintendedaudiencesforspecificpurposes.Suchaudienceswantcertaininformatio
6、ntodealwithspecificproblems.Therefore,beforeyouanalyzeyouraudiences,youshouldfirstfindoutwhotheyare.1.Audiences Distinguished by Their RolesInbusiness,thesameinformationisoftenreadbyanumberofaudienceswithdifferentresponsibilities.Rolesofaudiencescanbeclassifiedintothreegeneralcategoriesbasedontheaud
7、iencespositionintheorganization,theirconnectiontotheparticularproblem,andtheirfunctionindecision-making.:theindividualforwhomyourdocumentisactuallyintended,thedecisionmakerwhowillactuallyusetheinformation.:thosewhoreceiveandreadyourdocument.Theyhaveaninterestbecausetheyareinfluencedbytheinformationo
8、rthedecisionbasedonit.:thoseoutsidetheorganizationbutaffectedbytheinformationorthedecisionbasedonit.Example:Theprimaryaudienceofaproposalforbuildinganewworkshopcouldbethegeneralmanagerofthecompany.Thesecondaryaudiencesmightincludetheboardofdirectorsofthecompany.Anexternalaudiencemightbealegalcounsel
9、orfromalawoffice.2.Audiences Distinguished by Their Knowledge and ExpertiseToproviderightinformationforrightpeople,youneedtounderstandthemintheir:education expertise expectionChildren:Havecompletedsomeschooling;mayhavesomespecialknowledgefromhobbiesandactivities.Havelimitedknowledgeintheoryandvocabu
10、lary;havestrongcuriosities.Wantexplanationonhowandwhythingshappen;preferinformationthathelpsthemlearnanddo.General Audiences Maybehighlyeducatedbutnotinwhattheyarereadingordoing.Havegeneralknowledgeinafield;havediverseinterests.Preferinformationthatexplainshowandwhy,andthathelpsthemlearnanddo.Colleg
11、e Students Workontheirundergraduateorgraduatedegrees,andmayhavespecializedtrainingfrompart-timejobsorinternship.Havegeneralknowledgeinafield;needtechnicaldetailsaswellastheoreticalexplanation.Preferinformationthathelpsthemlearnanddo;haveinterestinboththeoryandpractice.Workers Mayhaveon-the-jobtraini
12、ngbutlittleformaljob-relatededucation.Knowthejobtheyareassignedtodo;havelimitedknowledgeintheory.Prefersimpleanddirectinstructionsonhowtodo.Technicians Haveadegreefromatwo-orthree-yearcollegeorequivalentexperience.Knowthepracticeoftheirspecialties;mayhaveknowledgeintheory.Preferstraightforwardinstru
13、ctions;requireinformationforlearningtodo.Professional nonexperts Haveundergraduateorgraduatedegreesorequivalentexperience,butmaynotbeexpertsinareastheyareresponsiblefor.Knowgeneralprinciplesandconceptsofthefieldwheretheyareworking.Requireexplanationsforspecialconceptsandprocedures;preferinformationf
14、ordecision-making.Experts Possessundergraduateorgraduatedegreesorequivalentexperienceinspecializedfields.Knowtheories,practiceandtechnicalinformationintheirfieldofstudy.Requiredirectexplanations;useinformationforlearninganddoing.Analyzing AudiencesAfterdecidingonthepurposesforyourdocument&identified
15、thegeneralcategoryofaudiences,youneedtoknowmoreaboutthem.Tomeettheirneedsandexpectations,youshouldconsiderthefollowingfactorsinaudienceanalysis:Context Purposeandmotivation Readinglevel Expertise Organizationalrole 1.ContextContextreferstotheworkingconditionsinwhichaudiencesusethedocument.Noisyanddi
16、stractingsurroundingsmaydisturbreadersconcentrationandreducetheirreadingefficiency.Inpreparingatechnicaldocument,therefore,youshouldtakethecontextintoconsiderationandadjustelementssuchasparagraphdivision,headings,pagedesign,typeandsizeofillustrations,andeventhebinding,tomakethereadingeasier.Example：
17、Ausermanualusedbytechnicianswhiletheyarerepairingamachineinaworkshoprequiresastrongcover,pagesthatlieflat,adetailedtableofcontents,andclearheadingsandvisuals.Youcanuseorganizationalandgraphicdevicestoincreaseaudiencesreadingefficiency.Organizationaldevicesincludeabstracts,headings,transitions,logica
18、lorderandwell-designedpagelayout;graphicdevicesincludetables,graphs,diagrams,etc.2.Purpose and MotivationPurpose:Onceyouknowyourtargetaudience,youcananalyzetheaudiencespurposeinreadingadocument.Peoplesselectionofinformationisdirectlyrelatedtotheirprofessionalresponsibilities.E.g.Amanagermaywanttheor
19、iesandprinciplesthathelphimorhertomakeadecision,atechnicianmaywanttoreadanoperationmanual,andaworkermayrequireplainoraldirectionstocarryoutajob.Therefore,learningtheaudiencespurposehelpyoudeterminethecontentsofyourdocument.2.Purpose and MotivationMotivation:Anaudiencesmotivationinfluencestheirattitu
20、detocertaininformationfeelingofacceptingorrejectingit.Tounderstandtheaudiencesmotivation,youshouldlearnhowtheaudiencewillfeelaboutthedocumentpositive,neutralornegative,andhowmuchtheywillneedtheinformation.Toincreasetheirreceptivityandreducetheirresistance,youneedadjusttheorganizationofinformationacc
21、ordingtotheirmotivation.3.Reading LevelReadinglevelisthedegreeofdifficultyofinformationthataudiencescanunderstand.Yourwritingshouldbewellwithinthereaderscomprehensionoritisoflittleuse.Thegeneralguidelineisthatyourwritingshouldbeaseasyaspossibleprovidedthatthecontentisnotoversimplifiedordistorted.4.E
22、xpertiseAudiencesoftechnicaldocumentsarenowbecomingmoreandmorediverse:experts,professionalnonexperts,generalaudiences,children,etc.Youhavetoadjustyourmaterialforyourintendedreaderswithparticularlevelsoftechnicalcompetence.Youneedtochangethecomplexityofthecontents,vocabularyandstructureofyourdocument
23、.ReadthefollowingthreepassagesA,BandCandtellhowthewriteradaptsinformationtomeettheneedsofdifferentaudiences.FigureAWhat is a camera?Acameraisamachinefortakingpictures.Atraditionalcameragenerallyconsistsofanenclosedboxwithanopening(aperture)atoneendforlighttoenter,andarecordingsurfaceforcapturingthel
24、ightattheotherend.Amajorityofcamerashavealensfixedinfrontoftheaperturetogathertheincominglightandfocustheimageontherecordingsurface.Theapertureis,inturn,attachedtoashutter,amechanicaldevicethatcontrolsthelengthoftimethatthelighthitstherecordingsurface.FigureBThe Working Process of a Camera.Thelightr
25、eflectedfromanobjectorsceneentersthecamerathroughthefocusinglens,whichgatherstheincominglightandformsaclearimageintheviewfinder.Theadjustableaperturedeterminestheamountoflightenteringthecameraaccordingtothebrightnessanddistanceofthesceneorobject,andtheshuttercontrolstheopeningtimeoftheapertureforpho
26、tographicexposure.Whentheshutterisreleased,theapertureflipsopenandlightentersthefilmcompartment.Thelighthitstherecordingsurfaceandformsanegativeimageonthelightsensitivefilm.FigureCThe Operational Instruction of a Camera.SwitchthePowerbuttonto“on”.Graspthecamerawithitslenspointingawayfromyouinyourrig
27、hthandsothatyourindexfingeriswrappedaroundthetop,right-handcornerofthecamera.Yourremainingfingersshouldbeinthenotchofthelenscoverandyourthumbshouldbeonthefilmcompartmentdoor.Aimthecameraattheobjectthatyouwillbephotographingandlookthroughtheviewfinder.Centerthemainitemofyourpictureintothemiddleofthev
28、iewfinder.Makesurethesmall,innerboxintheverycenteroftheviewfinderisontheobjectyouwanttophotograph.Thisisthespotwherethecamerawillfocus.Failuretocenterthefocusingboxonyourobjectcanresultinblurredpictures.Makesurethatthereisnothing,fingersorshoulderstrap,directlyinfrontofthelens.Wheneverythingisready,
29、depresstheshutterrelease.Yourpictureistakenandthefilmisautomaticallyadvancedtothenextframe.Thecameraautomaticallyadjustsfordifferentlightingsituationsandturnstheflashonautomaticallywhenneeded.FigureAisaparagraphforbeginnersorschoolchildrenlearningaboutcameras.Hereverylittleknowledgeaboutthecameraisa
30、ssumed.Sentencesaresimpleinstructure,andtechnicalterms,suchasapertureandshutter,areclearlydefined.FigureBisaparagraphforcollegestudentslearningtheworkingprinciplesofacamera.Thewriterexplainstheprocessinmorespecificdetailswithoutprovidingdefinitionstotechnicaltermsbecausethestudentsareabletounderstan
31、dthemwithease.FigureCisaparagraphforinstructingphotographershowtotakehigh-qualitypictures.Herethereadersconcentrationisonhowtooperatethecamera,butnotonhowitworks.5.Organizational RolePeoplewithdifferentrolesinanorganizationmayrequiredifferentinformationonthesameissue.Youhavetoadjustinformationtosuch
32、audiencestomeettheirdifferentneeds.FiguresA,B,andCarethreee-mailmessageswrittenbythegeneralmanageronthesamesubject:theinstallationofanewassemblyline.Eachmessageisdirectedtoaseparatemanagerwithspecializedresponsibilitiesandinterests.FigureAMemototheProductionManagerToDavidParker,ManagerofProductionDe
33、partmentFromRichardNicholson,GeneralManagerDate12April2016SubjectNewGiantAssemblyLineThenewlyinstalledassemblylineisscheduledtogointoproductionbyApril25.Thislinewillsolvetheproblemsofmaterialtransportationyourdepartmenthasbeentroubledby,andthusincreaseproduction.Itwillalsoimproveproductqualityandred
34、ucewaste.Whenyourworkershavemasteredtheoperationoftheline,Ilookforwardtoareportontheincreasedratesofproductionpershift.FigureBMemototheFinanceManagerToPeterTaylor,ManagerofFinanceDept.FromRichardNicholson,GeneralManagerDate12April2016SubjectNewGiantAssemblyLineThenewlyinstalledassemblylineisaneffect
35、ivesolutiontotheproblemsofmaterialtransportationwehavebeentroubledby.Withtheexpectedwastereduction,productionincreaseandqualityimprovement,thepaybackperiodshouldbeshortenedbyatleasthalfayear.Thetrialproductionindicatesthatthenewassemblylinehasbeenanintelligentinvestment.FigureCMemototheManagerofMark
36、etingandSales.TODianeMartin,ManagerofMarketingSalesFromRichardNicholson,GeneralManagerDate12April2016SubjectNewGiantAssemblyLineWiththenewlyinstalledassemblylineintheproductiondepartment,productavailabilitywillincreasebyapproximately60%.TheproductstockpilingisexpectedtobeginonMay16.Therefore,anewpla
37、ninmarketingstrategyshouldbeinitiatedtoincreasesalesandexpandourmarkettonewareasincludingMiddleEastandWesternEurope.Thefocuschangesineachemailtoemphasizethecontentthatisrelevanttoitsintendedreaderconcerninghisorherresponsibilities.Thefirstonefocusesonsolvingtheproductionproblemsandincreasingproducti
38、on.Thesecondoneemphasizestheefficiencyoftheinvestment.Thethirdonehighlightsmarketdevelopmentduetotheincreaseinproduction.Youneedtowritedifferente-mailmessagessoastoincreasereadersunderstandingandsupport.Tomakeyourmessageeffective,youmayconsiderthefollowingsuggestions:Writingmainlyforprimaryaudiences
39、:Putfirstyourinformationforthosewhoneedtheinformationforactivitiesordecision-making.Consideringsecondaryaudiences:Includeinformationthatwillinterestsecondaryaudiencesbasedonitsvaluetotheprimaryaudiences.Usingeffectivedocumentdesign:Useheadings,bulletedornumberedlists,boldfaceanditalic,etc.tosignalim
40、portantinformation.Motivating audiences by psychological strategiesYourultimatepurposeinbusinesswritingistomaketheaudiencesacceptyourideaandtakeactionsyouintendthemto.Motivationisthereasonorcauseforonesaction.Audiencesmotivationinfluencestheirattitudetoyourinformationfeelingofacceptingorrejectingit.
41、Howtomotivateyouraudiencetoacceptyourideaandtakeactiondeterminesthesuccessorfailureofyourpersuasion.Motivationmainlyconcernstheaudiencesmentalandemotionalstate.1.Punish or Reward Your AudienceThecommonmethodstomotivatethestaffinanorganizationarethreats and punishment.However,threatsandpunishmentarep
42、assivemethodsofmotivationthatcannotbringpeoplesinitiativeintofullplay.Theymayalsocausetensionbetweenthelaborandthemanagement,andmayevenprovokecounter-aggression.Althoughsometimestheyareclearlynecessary,youshouldusethreatsandpunishmentwithrestriction.Rewardisapositivereinforcement.Itencouragespeoplef
43、ortheirachievementandbringstheirinitiativeintofullplay.Yourrewardsshouldincludethefollowingfeatures.Therewardsmustbeimportanttothepersonwhoisbeingrewarded.Therewardsmustbeappropriateandsincere.Therewardsmustbeimmediate.Ifyouwaittorecognizebiggerachievements,yourrewardwontbesoeffectiveingettingpeople
44、torepeatthebehaviorsyouwant.Breakdownlargeprojectsortasksintosmallercomponents,andrewardtheparticipantsateachstep.2.Appeal to the Audiences Growth NeedsTherearegenerallytwosetsofneedsthatmotivatepeople:deficiency needs and growth needs.Deficiencyneedsareareneedswerequiretosurvive,includingphysicalne
45、eds(food,water,andshelter)andsecurity(workingconditions).Growthneedsareneedsthatenhanceourlives,suchasrecognitionandesteembyothers,interpersonalrelations,responsibility,accomplishment,andadvancement.Whenconsideringrewards,wemostlythinkoftangibleitemsfordeficiencyneeds,suchasmoremoney,householdapplia
46、ncesorafreevacation.However,inactualmanagementpractice,thegrowthneedshavebeenfoundasthemorepositivemotivators.Thegrowthneedsmayincludeprideinachievement,recognitionbyothers,enjoymentoftheworkitself,responsibility,andopportunitytolearnnewskills,etc.Manypeopleregardtheseasmoreimportantthanmoneyintheir
47、career.3.Use Peoples Need for BalanceThebalancetheoryinsocialpsychology:1.Peoplepreferastateofpsychologicalbalancecalledconsistency orequilibrium.2.Whentheyhearideasconflictingwithwhattheyalreadybelieve,theylosethatstateofbalanceandfeelanxiety.3.Whentheyfeelanxiety,peopleattempttorestoretheirsenseof
48、balance.Howtopersuadepeopletoacceptyourideaandtakenecessaryactions:1.Youfirstprovideanewsituationorproblemtotopplethebalanceandcauseanxietyinthepeoplesmind.2.Whentheyfeelanxiety,peoplemayattempttorestoretheirsenseofbalanceeitherbyrejectingoracceptingthenewidea.3.Peopleareusuallyreluctanttodiscardthe
49、oldandtraditionalideasforsomethingnew.4.Togetthemtoacceptyouridea,youneedtoemphasizetheanxietyortheproblemthatiscausingthemimbalance,andthenofferasolutionthatwillmakethemfeelbalanced.Example 1:1.YouaresatisfiedwithyourEnglishpronunciation,buttheteacherpointsoutthatyouhavestronglocal(tail)accent,whic
50、hupsetsyourpsychologicalbalanceandcauseanxietyinyourmind.2.Atfirst,youarereluctanttoaccepttheteachersideaandrefusetoimprove.Theteacheremphasizestheanxietybypointingoutthatyouwontbeabletopassaninterviewwithyourpresentintonation,whichmakesyoubecomemoreanxiousandmoreunbalanceinmind.3.Tohelprestoreyourb
