Business English Part 1

Business English.

by Rose Buhlig.

PREFACE

THE author of this book and the writer of this preface have never met.

Their respective fields of labor are a thousand miles apart. Yet such is the force of ideas that many of their thoughts and sympathies are common.

Business Englis.h.!.+ The very name is an anomaly. From a literary point of view there is no such thing. English is English whether it be used to express the creations of our imagination, our aesthetic appreciations, or our daily wants. There is no magical combination of words, phrases, and sentences that is peculiar and distinctive to business transactions.

Business English as used in these pages means effective communication, both oral and written. The author's aim throughout has been to teach the art of using words in such a way as to make people think and act. To do this she has applied the principles of literary composition to the highly complex and ever increasing problems of our business life. She realizes that business is vital, and that the problems of commerce are not to be met and handled with dead forms and stereotyped expressions of legal blanks.

To use our language effectively it is necessary to have an understanding of its elements. Thus the author has very wisely devoted much s.p.a.ce to word-study and English grammar. This is a field commonly neglected in books on the subject. The people engaged in business are, on the whole, woefully weak in the grammar of our language. It is believed that the treatment herein will be a great aid in correcting this deficiency. If we have ideas, we must express them in words, and our words should be so chosen and arranged as not to offend, but to please and interest. This result can be secured by a systematic study of Part I.

Part II deals with oral and written composition. Here the author has arranged her subjects in such a way as to give the whole a c.u.mulative effect. The method throughout is inductive, and sufficient examples are always given to warrant the conclusions drawn. Most textbooks on Business English neglect the subject of oral English. This book regards the spoken word as important as the written word.

If there be any one feature in this textbook more to be commended than another, it is the exposition in Part III. The situations arising in many different kinds of business are here a.n.a.lyzed. The author believes that the way to become a good business correspondent is, first, to learn what the situation demands and, second, to practice meeting the demands.

We must know before we write. Given a knowledge of the subject, we must have much practice in expressing ourselves in such a way as to make our composition effective. The author meets this need by supplying many and varied exercises for practice. These exercises are live, practical, and up-to-date. The problems to be solved are real, not imaginary. Thus the power to be gained in meeting these situations and solving these problems will prove a real a.s.set to those who contemplate a business career. It is confidently hoped that both teachers and pupils will find in this work material which will help them to prepare themselves to meet the many problems and demands of our growing commercial needs.

DANIEL B. DUNCAN

COLUMBIA UNIVERSITY _January, 1914._

PART I--WORD STUDY AND GRAMMAR

CHAPTER I

INTERESTING WORDS

BUSINESS English is the expression of our commercial life in English. It is not synonymous with letter writing. To be sure, business letters are important, but they form only a part of one of the two large divisions into which the subject naturally falls.

First, there is _oral expression_, important because so many of our business transactions are conducted personally. Thousands of salesmen daily move from place to place over the entire country, earning their salaries by talking convincingly of the goods that they have to sell. A still greater number of clerks, salesmen, managers, and officials orally transact business in our shops, stores, offices, and banks. Complaints are adjusted; difficulties are disentangled; and affairs of magnitude are consummated in personal interviews, the matter under discussion often being thought too important to be entrusted to correspondence. In every business oral English is essential.

Second, there is _written expression_. This takes account of the writing of advertis.e.m.e.nts, circulars, booklets, and prospectuses, as well as of letters. And in the preparation of these oral English is fundamental. It precedes and practically includes the written expression. For example, we say colloquially that a good advertis.e.m.e.nt "talks." We mean that the writer has so fully realized the buyer's point of view that the words of the advertis.e.m.e.nt seem to speak directly to the reader, arousing his interest or perhaps answering his objection. Oral English is fundamental, too, in the writing of letters, for most letters are dictated and not written. The correspondent dictates them to his stenographer or to a recording machine in the same tone, probably, that he would use if the customer were sitting before him.

But in taking this point of view, we should not minimize the importance of written business English. In a way, it is more difficult to write well than it is to talk well. In talking we are not troubled with the problems of correct spelling, proper punctuation, and good paragraphing.

We may even repeat somewhat, if only we are persuasive. But in writing we are confronted with the necessity of putting the best thoughts into the clearest, most concise language, at the same time obeying all the rules of spelling, punctuation, and grammar. The business man must be sure of these details in order to know that his letters and advertising matter are correct. The stenographer, especially, must be thoroughly familiar with them, so that she may correctly transcribe what has been dictated.

Business English is much the same as any other English. It consists in expression by means of words, sentences, and paragraphs. Moreover, they are much the same kind of words, sentences, and paragraphs that appear in any book that is written in what is commonly called the literary style. In a business letter the words are largely those of every day use, and but few are technical. It is the manner in which the words are put together, the idea back of the sentence, that makes the only difference.

We shall begin the study of business English with a study of words, for in all expression, whether oral or written, a knowledge of words, of their meaning and suggestive power, is fundamental. On the choice of words depends not only the correctness but also the effectiveness of expression--the courtesy of a letter, the appeal of an advertis.e.m.e.nt, the persuasiveness of a salesman's talk. A mastery of words cannot be gained at once. Every time one speaks, he must consider what words will best convey his idea. In this chapter only the barest beginning of such study can be made. The exercises show the value of the subject.

The study of words is interesting because words themselves are interesting. Sometimes the interest consists in the story of the derivation. As an example, consider the word _italic_. Many words in this book are written in italic to draw attention to them. Literally the word means "relating to Italy or its people." It is now applied to a kind of type in which the letters slope toward the right. The type was called italic because it was dedicated to the states of Italy by the inventor, Manutius, about the year 1500. An unabridged dictionary will tell all about the word.

The word _salary_ tells a curious story. It is derived from a Latin word, _salarium_, meaning "salt money." It was the name of the money that was given to the Roman soldiers for salt, which was a part of their pay. Finally, instead of signifying only the salt money, it came to mean the total pay.

Practically all of this information a good dictionary gives. In other words, a dictionary is a story book containing not one, but hundreds of thousands of stories. Whenever possible it tells what language a word came from, how it got its different meanings, and how those meanings have changed in the course of time. For it is natural that words should change just as styles change, names of ancient things being lost and names for new things being made. As the objects themselves have gone out of use, their names have also gone. When a word has gone entirely out of use, it is marked _obsolete_ in the dictionary. On the other hand, new inventions must be named. Thus new words are constantly being added to the language and the dictionary because they are needed.

There is a large cla.s.s of words that we shall not have time to consider. They are called _technical_. Every profession, business, or trade has its distinctive words. The technical words that a printer would use are entirely different from those which a dentist, a bookkeeper, or a lawyer would use. You will learn the technical terms of your business most thoroughly after you enter it and see the use for such terms.

None of the words, therefore, that you will be asked to search out in the dictionary are, strictly speaking, technical. It is evident that it will do you no good to search out the words in the dictionary, unless you learn them--unless you use them correctly in speaking and writing.

There is pleasure in thus employing new material, as everybody knows.

Use your eyes and ears. When you hear a new word, or read one, focus the mind upon it for a moment until you can retain a mental picture of its spelling and of its p.r.o.nunciation. Then as soon as possible look it up in the dictionary to fix its spelling, p.r.o.nunciation, and definition. Do this regularly, and you will have reason to be proud of your vocabulary.

An excellent way to increase the number of words that you know is to read the right kind of books. The careful study of the words used in the speeches and addresses of noted men is good practice. The conditions that called forth the speech were probably important, and the speech itself interesting, or it would not be preserved. When a man has an interesting or important message to give, he usually gives it in clear, exact, simple language. Therefore the vocabulary that he uses is worth copying. As for stories, there is a kind that furnishes a wealth of material that modern authors are constantly using or referring to, and this is found in stories of the Bible, stories of Greek and Northern G.o.ds and G.o.ddesses, stories of the _Iliad_, the _Odyssey_, the _aeneid_, stories of chivalry--all old stories. Every one should know them well, because they are the basis of many allusions in which a single word oftentimes suggests a whole story. The meaning of the word _herculean_, for instance, is missed if you do not know the story of Hercules and know that he was famous for his strength.

=Exercise 1=

_Atlas_ is an interesting word. Originally it was the name of a Greek G.o.d, who carried the world on his shoulders. Then it is supposed that in the sixteenth century the famous geographer Mercator prefixed his collection of maps with the picture of Atlas supporting the world. Thus a collection of maps in a volume came to be called an _atlas_. Consult an unabridged dictionary for the origin of each of the following:

rival fortune cereal boycott dollar finance china derrick bankrupt milliner java mercury cash pullman cashmere colossal mint grocer macadam turbine

=Exercise 2=

The days of the week and the months of the year are interesting in their derivation. Monday, for example, represents the day sacred to the Moon as a deity. Explain the origin of each of the following:

Sunday Sat.u.r.day May October Tuesday January June November Wednesday February July December Thursday March August Friday April September

=Exercise 3=

Look up the derivation of the following:

cancel bead ambition hospital pecuniary paper influence pavilion cheat book virtue mackintosh speculation bayonet peevish chapel phaeton tawdry disaster omnibus

=Exercise 4=

Explain the origin of each of the following:

curfew tulip turquoise good-bye pompadour aster amethyst dismal hyacinth dunce tantalize t.i.tanic dandelion humor umbrella volcano dahlia villain sandwich tangle begonia echo lunatic babble

=Exercise 5=

Name the image that each of the following suggests to you: