Features of English Corporate Profiles
Most of the English corporate profiles of foreign companies are reader-based. Reader-based profiles refer to those profiles using words,plain,short,clear,vivid, natural,and appealing rather than old-fashioned,obscure or ambiguous.
4.1 Features at the Lexical Level
Plain words are more reader-friendly and easier to be processed and accepted. These words are also concise and forceful.More use of these kinds of words provides for an easier read.Companies incline to use numbers in their profiles to state size, scale,output,sales volume and business domain.Numbers speak louder than words. Numbers play an important role in profiles to appeal the consumers,because numbers are the most direct,objective and powerful tool in offering corporate information.Numbers leave no space for bragging and exaggeration.
4.2 Features at the Syntactic Level
Most writers of English corporate profiles would like to use short and simple sentences.There are no extremely complex sentences.Short sentences are concise, direct and strong.Simplicity of language demands,in the first place,that the texts should be colloquial rather than literacy;and that they should be written in short sentences,not in long and complicated clauses.Long-winded sentences will exhaust customers'patience and may confuse or irritate them.It is wise to impress customers with sentences of different length and type.To use short and strong sentences is a good way to achieve profile effectiveness.
4.3 Features at the Discourse Level
The whole texts of English corporate profiles are informative and vocative.Most profiles include informative and vocative functions,with an emphasis on informative function.All the readable paragraphs help readers move through the corporate profile more quickly and get the main point more easily.The writers of English corporate profiles are good at using shorter paragraphs,effective headings and occasional questions to make the whole texts much easier to read.Shorter paragraphs,effective headings and occasional questions can highlight corporate profiles and impress readers deeply.