(A) the concept of commodity description
Commodity description (business)
Manual) is a kind of document material that introduces the performance, characteristics, use, use and maintenance methods of goods (including services) to consumers such as users in easy-to-understand language. Product manuals are sometimes called user manuals. The purpose of his writing is to teach people to know and use.
(2) Its main functions are as follows:
1. Explain the guiding role.
2. Publicity and promotion.
3. The role of information exchange.
4. Mandatory instructions.
2 characteristics and classification editing
(A) the characteristics of commodity description
1. objectivity
2. practicality.
3. organization.
4. popularity.
(2) Classification of commodity descriptions
1. According to the content, teaching can be divided into explanatory teaching and introductory teaching.
2. According to the length of space, instructions can be divided into integrity instructions and conciseness instructions.
3. According to the forms of expression, the instructions can be divided into text instructions, chart instructions and audio-visual instructions.
3 structure editing
The structure of a commodity manual generally consists of three parts: title, text and signature.
Technical specification of products
(1) title
There are three common titles in commodity manuals:
1. Take genre as the topic directly. For example, commodity manuals, product manuals, user manuals, user guides, etc.
2. It is called the title by the trade name. For example, Sanjiu Weitai, purple light scanner.
3. It is called the title by the trade name. For example, the product manual of the oral liquid in the lid, the instruction manual of BBK DVD and so on. (2) Text
Text is the core part of commodity description. Different commodities need to be interpreted in different ways. Some explain the use of goods, some explain their functions, some explain their structure, and some explain their components. There is a big difference between the two, and each has its own emphasis. For example, food instructions focus on explaining its ingredients, usage and shelf life; The drug instructions mainly introduce its components, basic uses and dosage; The description of electrical appliances focuses on its use and maintenance methods.
The overall situation includes the following aspects:
1. product overview (such as name, origin, specifications, development history, manufacturing methods, etc.). ).
2. The performance, specifications and uses of the product.
3. Installation and use methods.
4. Maintenance and repair methods.
5. Accessories, spare parts and other contents that need to be explained.
The above contents can be selected according to the actual needs and the order before and after the change. There are many ways to write texts, such as expository articles, articles, dialogues, tables, stories and explanations. , and the more common are overview, essay, subordinate sentence and graphic combination.
1. Summary formula. Generally only one or two paragraphs, briefly introduce the goods.
2. short style. Briefly introduce the nature, performance, characteristics, uses and usage methods of commodities, which are often used for introductory content description. This method is often used for commonly used commodities.
3. Style of clauses. This is the way to write a detailed description of the goods. Divided into several parts, it introduces the specifications, structure, main performance and index parameters, maintenance methods and maintenance warranty methods of related goods to consumers one by one. This method is often used in the common instructions of household appliances.
4. Integrate graphics and text. That is, introducing goods with pictures and texts. There are detailed text descriptions, photos and illustrations, supplemented by circuit diagrams, structural diagrams, molecular formulas (drugs) and so on. Instructions for this commodity are often printed as brochures as attachments.
(3) Signature
The signature shall indicate the name, address, zip code, e-mail, telephone number, fax number, electric hook, batch number, production date and quality grade of the product. Different product manuals have different items that need to be signed, and should be signed according to actual needs.
patent specification
The patent specification has broad and narrow interpretations. In a broad sense, patent specifications refer to various specifications published by patent offices or international patent organizations. Including the patent application specification, such as German disclosure specification, Japanese public charter bulletin, China invention patent application disclosure specification, etc. And patent specifications that have been patentable, such as American patent specifications, invention specifications of the former Soviet Union, and China.
Ming patent specification, etc.
In a narrow sense, a patent specification refers to a patent specification that has been patented and granted a patent right.
Four common editing forms
One.
Manual description. This kind of manual provides users with written materials ranging from a few pages to dozens of pages, and some are accompanied by photos and illustrations, which can provide detailed and comprehensive commodity-related information. Instructions for many household appliances (such as TV sets, washing machines, refrigerators, air conditioners, etc.) ) It is usually manual.
Two.
Inserted instructions. Some products have a piece of paper in the box or bag with product information printed on it. This piece of paper is an instruction manual. Drug instructions are often attached to the medicine box in this form, providing information such as drug composition, pharmacological action, indications, dosage and other precautions.
Three.
Label description. Such instructions refer to labels made of paper or other materials attached to the product packaging or directly attached to the product. The most common is the label on the clothing, which indicates the clothing name, fabric composition, size, color and washing instructions.
Four.
Instructions printed on the package. The text descriptions of some products are directly printed on their outer packaging (boxes, cans, bottles, etc.). For example, the written descriptions of many foods and drinks belong to this category, including product name, trademark, ingredients, net weight, storage and shelf life.
5 role editing
When people buy goods, they find that many goods are accompanied by instructions, and those without instructions often indicate on the packaging: for example, some drugs "take two tablets three times a day before meals"; For another example, some electrical appliances indicate that they must use 220 volts, and even some instructions seem to be "nonsense", such as "This product is for external use and cannot be taken internally" and so on. The product manuals all record the purpose, conditions of use, methods of use, service life, precautions in use and storage, as well as the name, brand and model of the product, so that consumers can "follow the map" and choose the product that suits them, and then use, keep and store the product correctly according to the instructions after purchase, such as "This product should be stored in a ventilated and cool place", so that consumers will not put it in a closed place.
So, is the instruction only to guide consumers to use the goods correctly? In fact, in addition, the explanation also has its legal significance.
First of all, as the basis for determining the quality assurance obligations of producers and operators, the law stipulates that producers have the obligation to ensure the inherent quality of products, including express and implied warranty obligations. In fact, the instructions for the use of goods are one of the express guarantee obligations of producers and operators, and it is also the commitment of merchants to consumers. In addition to implementing the national mandatory standards (implied warranty), the producers and operators of commodities should also agree on the quality and performance of commodities to consumers according to the commodity specifications, that is to say, they must ensure that the shiny commodities are consistent with the agreed contents, otherwise consumers have the right to demand price reduction, return and compensation for losses. For example, the cashmere content 100% is marked on the sweater, which is also commonly known as "pure wool", or the instructions of the cordless phone are marked "Under normal use, the call can be maintained within 2 kilometers" and so on. Although the woolen sweater with 50% cashmere content is also a cordless phone that can talk within 500 meters, as long as the merchant makes this clear, it must also bear the agreed quality obligation (it must be protected). In fact, if it is a woolen sweater mixed with flies and a cordless phone that can't talk normally when it is only more than 500 meters, consumers can ask for a reduction in price.
Secondly, if the consumer does not use it according to the instructions, it may be improper use, so the responsibility for the losses caused is generally borne by the consumer. For example, on July 5, 1993, worker Feng of a carton factory took a bath with a gas water heater. Because the water heater was not installed according to the instructions, poor ventilation and lack of oxygen led to "gas poisoning", which cost more than 3000 yuan for rescue and medical expenses. It is indeed an accident caused by the user's failure to install according to the instructions. Therefore, although consumers have damaged the facts, manufacturers are not liable for compensation because of "improper use".
Therefore, when buying and using goods, consumers should pay attention to the instruction manual of the goods, so as to reduce abnormal use, prolong the life of the goods, claim for express warranty from the merchants in time, and avoid losses caused by "improper use", especially some special products such as flammable and toxic. Don't be afraid of complicated operation procedures, and install and operate in strict accordance with the instructions to avoid the trouble of "bathing".
6 needs editing
The object introduced by 1. must be clearly stated.
2. Description and introduction must be realistic.
3. The words should be concise and the numbers should be accurate.
4. It is best to appear in the form of an article.
5. supplemented by charts.
7 editing considerations
1. Good instructions should play the role of guiding consumption, but some instructions fail to do this. For example, the introduction and use methods are too simple or irrelevant; Some write the efficacy in general, without being specific.
2. Explain that goods should be very important. The key content tells consumers. However, some product introductions are only general and fail to pay more attention to key points and key issues.
3. Improper use of words will often affect the expression effect because of semantic ambiguity.
4. Product descriptions require concise words, but many descriptions are afraid that users can't understand them, so they take pains to say and repeat the statements.
If you don't indicate the date of production or shelf life of food, customers will not buy it because they suspect it is overdue, which will affect the sales of goods.
8 writing method editor
① Overview
At the beginning of a commodity manual, its nature and characteristics are often briefly expounded in a general way, and some even adopt a full-text summary method.
Generalization is to grasp the main characteristics or situations of things, and make concise explanations and generalizations.
② statement
Presentation is to say things in an orderly way in the order that they need to be explained. But the purpose of narration is not to show the process, but to explain the method. The statement must be written based on the consumer side, from the convenience of customers and the safety of use, as far as possible to consider some possible problems in the use process, and make a detailed introduction. The extent to which the process statement needs to be achieved depends on the nature of the goods and the specific conditions used by consumers. If the method to be explained is complicated, the goods are expensive, dangerous or easily damaged, and consumers need to know the operation or use process, the author should make a detailed explanation, and even add explanatory pictures and photos to make them clear at a glance. This way enhances consumers' sense of trust and security.
Method, in fact, also enhanced the competitiveness of products.
③ explanation
As the main method of commodity description, description is determined by the characteristics of commodity description. Commodity description is the medium to introduce commodities to readers, so it must be explained that the focus is on the nature, characteristics, functions and methods of things.
Because of the different functions and uses of various products, the writing methods are naturally quite different, but no matter which method is used, its purpose is to make readers understand. Therefore, the written language of commodity description must strive to be popular and accurate; The structure must be organized and orderly.
In principle, there are two main arrangements for instruction structure:
A. arrange the structure according to the sequence of people's understanding of things;
B. arrange the structure according to the internal connection of the characteristics of things.
Special Editor of English Translation
Lexical features
Descriptive vocabulary is relatively fixed and professional, and usually has fixed structural elements, such as name, model, function, characteristics, use and matters needing attention. In addition, "dialect", "jargon" or "slang" unique to a certain technical field.
Will be used often.
Syntactic features
Instruction language is concise and easy to understand, and sentences are often condensed into nouns (or phrases). Passive sentence, imperative sentence, ellipsis sentence, participle (preposition)+noun, (modal verb) +be+ prepositional phrase, be.
Commonly used sentence patterns are+adjective+prepositional phrase.
For example, rinse your mouth with the product 2-5 minutes after brushing your teeth in the morning.
After brushing your teeth in the morning and evening, rinse your mouth for 2 to 5 minutes. ); It is very reliable to use. (Safe and reliable operation); Contraindications: None.
Known. (Contraindications: Not yet discovered)
Translation principle
When translating, we should emphasize the role of its interpretation and the accuracy of its definition; Try to be concise and easy to understand; The language style is consistent with the original; Ensure the technical characteristics of the original text.
For example, content display: TFT LCD and Chinese/English OSD make CD content.
More clear. (Content display: TV screen color fluorescent display and Chinese and English display, the disc information is clear at a glance.