国家税务总局关于加强粮食收购发票管理的通知
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国家税务总局关于加强粮食收购发票管理的通知
国家税务总局关于加强粮食收购发票管理的通知
国税函[2002]804号
2002年9月8日
为了加强粮食行业税收征管，规范粮食收购凭证管理。现将粮食行业收购发票使用、管理的有关问题明确如下：
一、凡从事粮食收购业务的企业，在与卖粮人进行粮款结算时，必须使用税务机关统一印制的粮食收购发票。不得以其他凭证代替粮食收购发票使用，或作为会计入账凭证。
二、粮食收购发票的式样由省税务机关统一设计。粮食收购发票式样的设计应结合粮食收购行业和粮食行政管理的特点，做到实用可行。
三、粮食收购发票由省税务机关按普通发票全国统一防伪措施统一印制，为了减轻粮食收购企业的负担，各地税务机关印制粮食收购发票时，应尽可能降低印制成本。
四、各省税务机关根据本通知的规定和实际情况，对本地的粮食收购发票的印制、使用进行调整和规范，调整和规范的时间截止到2003年3月1日。
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保单语言的生活化
吴晶
２００３年１月１日起施行的、修改后的《中华人民共和国保险法》（“《保险法》”）沿袭了95年《保险法》对保险人明示义务的规定, 即“保险合同中规定有关于保险人责任免除条款的,保险人在订立保险合同时应当向投保人明确说明,未明确说明的,该条款不产生效力。”相关的规定也见于《中华人民共和国合同法》第三十九条，“采用格式条款订立合同的，提供格式条款的一方应当遵循公平原则确定当事人之间的权利和义务，并采取合理的方式提请对方注意免除或者限制其责任的条款，按照对方的要求，对该条款予以说明。”但在实践中，因投保人和被保险人未能对免责条款引起足够注意而产生的纠纷屡见不鲜。从法理上讲，投保人对保险公司提供的包括投保单和保险单在内的合同资料应尽到合理的注意义务，如果投保人在投保时存在故意或重大过失、未经审阅就在合同上签字、盖章，则投保人无权借口该行为对自己不利、行为内容有重大误解而请求撤销保险合同。但总的来说，目前保险单设计和表述较复杂, 投保人和被保险人往往没有耐心和能力阅读并理解保单,因此保险纠纷也多由被保险人的如实告知义务和保险人的明示义务引起。
保险单作为合同文本,很多时候沿袭了法律语言中的习惯做法,过分追求严谨,造成用词晦涩。例如，在保单中常有这样的条款：
如果保险人获知被保险人获得应得部分之外的给付,无论该给付是否由于被保险人的过失或误导或不遵守如实告之义务, 被保险人应负责将应得部分之外的给付全额退还给保险人。
这段话非常拗口,拖泥带水，其实只是想向被保险人传递这样一个意思:
如果保险人发现您获得应得部分之外的超额给付,您应将该超额部分全部退还给保险人。
由于要求投保人填报的事项和保险人的说明义务的条款所采用的都是晦涩的语言,加之代理人带有倾向性的介绍、热情的邀请,使得投保人很少能真正静下心来仔细阅读代理人提供的资料,更何况要读的是非专业人士难以读懂的保单。正因为保单起草人是保险专业人士,使用的语言也很专业,这也间接导致法院判案时,针对保单本身产生的纠纷,应以对被保险人有利的方向解释。
另外，复杂的保单造成沟通上的障碍,这就使得展业人员往往要花上很多时间解释保单或者回答投保人的问题。 投保人如果不懂得问卷提供者问的是什么问题及为什么要问这样的问题,他很可能无法提供足够的信息，代理人就需要问更多的细节,结果既浪费投保人的时间,也浪费自己的时间。对公司来讲则直接影响效率和收益，客户也难以对公司建立好的印象。 因此，国际上很多保险公司纷纷采取应对措施，推出生活化语言保单〔Plain Language Policy〕替代或补充传统保单。
所谓生活化语言，顾名思义是贴近生活、普通人可以理解的语言。生活化的语言侧重于信息本身。只使用必要的文字，避免术语、不必要的专业表述和复杂的语言。与浮夸的术语、繁冗和令人费解的风格相对,生活化语言准确、清晰，便于简单、有效地沟通。但是生活化的语言不等于白话、儿语。不意味着仅仅依靠直白的语言和缩短句子长度来取代繁冗的风格，而是通过良好的构思,在恰当的时机、以恰当的媒介传递准确的、只包含必要信息的消息。如果作者能清晰地表达他的意图-即为什么要这么写-他就更能使读者明白为什么要读这些资料,这才是有效沟通的基础。写给医生的文章即使含有医学术语也可以是生活化的语言，但同样的内容希望普通读者也看得懂，就需要采用普通读者熟悉的语言。生活化的语言就是要以读者为本，使用读者能够理解的字句，从读者的角度出发、组织和编写。因此创作者需要洞悉读者希望了解什么,读者对主题能理解到什么程度,以及怎样能更好地组织材料使之最容易为读者所接受。
从投保人的角度来看，他最想了解的是这样一些问题：这个产品为我提供哪些保障？哪些人可以投保？哪些人可以是本保险的受益人？我怎样才能申请保险金？这些问题其实都在保险人精心设计的保单中可以找到答案，保单中一般会有下列条款：保险责任、责任免除、受益人的指定和变更、保险金的申请等。但保险人却很少想到用投保人的思维方式开门见山地回答这些问题，吸引投保人的注意力。有调查表明，决定读者阅读兴趣的，就在前十二秒。一份条理清楚、一目了然、通过与投保人对话形式出现的保单自然看起来更可读、可信。以下是传统保单中的一段话：
损害发生时是公司雇员的申请人应即时提出索赔申请.否则将会导致申请人丧失本条款项下的保障。
采用生活化的语言进行改写成:
您可能无法获得本条款项下的赔偿,如果:
1. 您在损害发生时是公司雇员,并且
2. 您没有在损害发生时提交事故报告。
相比之下, 第二种采用生活化的语言的表述使读者能用更短的时间了解到保单所包涵文字的意义,因此也更容易接受并有效地遵循上述指示。
采用生活化语言的保单,用第一和第二人称进行表述,可以让读者感觉他在与保险人直接进行交流。需要提醒保险人的是,即使您的文件可能会对成千上万的人产生影响,您实际上只与正在阅读的人进行沟通。如果保单和其他材料能反映这一思想,保险人更能做到开源节流并且对读者有更大的影响。使用第一和第二人称,使材料更有可读性,使信息排列更有逻辑,更易于答疑并向读者提供他们所希望了解的信息,也更清楚地划分权利和责任。请比较下面两段话：
“凡出生一周岁以上、六十五周岁以下，身体健康者均可作为被保险人，由本人或对其具有保险利益的人作为投保人向XX保险公司(以下简称本公司)投保本保险。”
以及
“哪些人可以申请投保人身意外险？
如果您不从事潜水、跳伞等高风险运动，也不是任何武装力量的成员，并且您符合特定的年龄限制（1到 65岁），您就可以申请购买本保险为您和您的家人获得充分的保障。”
显然，第二种说法使用第一和第二人称可以营造轻松,热情的气氛, 显示积极、有效、友好,从客户的需求出发的合作态度，拉近与投保人的距离。
生活化语言建立起高质量的沟通并带来高质量的回报，对保险产品和销售产生重要的影响：首先，易读、连贯、信息量强的书面材料可以树立良好的形象,提高保险公司的竞争力；其次，言简意赅的书面沟通提高沟通效率,通过清晰地向客户传达你的意图,才可以满足客户的需求；再者，设计良好的生活化书面材料减少管理上的问题,降低管理成本,有利于改进客户关系甚至吸引新的客户；可以减少因沟通不良造成的投诉和询问,减少员工培训费用；同时，简洁、使用生活化语言的文件易于为客户所接受,建立对产品和服务的信任,增加保险公司的收益。总之，使用生活化语言可以在向投保人介绍产品、解释保单,理赔等各个环节节省保险公司的时间和金钱。
1994年,加拿大的主要保险公司向车险市场投放生活化语言保单.通过对测试者进行调查,80%的受试者读懂了保单,而此前,只有20%的受试者能读懂保单.据澳洲交流研究中心(the Communications research Institute of Australia)报告显示自重新设计修改投保单后,保险公司可将错误率降低97.2%,每年节省相当于50万美元的人力成本。太阳联合和皇家保险公司（现在的皇家太阳联合保险公司）于1994年开始着手修改包括其当时主要产品的投保单在内的保险材料。公司成立了由企划部、产品开发部、法律部门和精通现有保单的销售、理赔等各部门精英组成的委员会，历时一年改写了主要产品的保单，并最终由外聘的律师事务所审阅、把关。实践证明，上述做法是十分必要和值得的。 设计简单,明了的问卷可以使投保人更积极地配合,提供保险人所需的信息,也使保险人以最短的时间获取更多信息成为可能。皇家太阳联合采用生活化语言重新修改后的投保单，收到了良好的效果。投保申请的接受率立竿见影大幅提升。这是因为旧的投保单采用传统问卷，要求投保人主动、全面告知保险人需要的信息，“是否有其他需要说明的事项”，结果往往是投保人不明白保险人在问什么，宁肯空着也不敢轻易作答。新的投保单则问及具体问题，让投保人选择“是”或“不是”，自然投保单上的空白栏要减少很多。
国家工商局 对对外贸易经济合作部
国家工商行政管理局、对外贸易经济合作部关于设立外商投资广告企业的若干规定(附英文)
1994年11月3日，国家工商管理局、对外经贸部
第一条 为了更好地推动我国广告业为对外开放服务，保证外商投资广告企业的质量，促进我国广告业健康发展，制定本规定。
第二条 本规定所称外商投资广告企业，是指中外合资、合作经营广告业务的企业。
第三条 设立外商投资广告企业，应当遵循《中华人民共和国中外合资经营企业法》、《中华人民共和国中外合作经营企业法》、《中华人民共和国广告法》、《广告管理条例》、《广告经营者资质标准及广告经营范围核定用语规范》等有关法律、法规、规章。
第四条 外商投资广告企业的项目建议书和可行性研究报告，由国家工商行政管理局审定。外商投资广告企业的经营范围，由国家工商行政管理局依据《广告经营者资质标准及广告经营范围核定用语规范》，根据外商投资广告企业的类型，按设计、制作、发布、代理国内外广告业务的不同范围，分别予以核定。外商投资广告企业的合同和章程，由对外贸易经济合作部审查批准。
第五条 设立外商投资广告企业，按下列程序办理：
（一）外商投资广告企业的中方合营（含合作，下同）者，向所在地有外商投资企业核准登记权的工商行政管理局呈报设立外商投资广告企业的项目建议书和可行性研究报告，由其提出初审意见，经省、自治区、直辖市及计划单列市工商行政管理局核转，报国家工商行政管理局审定。
中方合营者为国务院部、委、局直属企业的，中方合营者向其主管部门呈报设立外商投资广告企业的项目建议书和可行性研究报告，经审核同意后，转报国家工商行政管理局审定。
国家工商行政管理局自收到全部呈报文件之日起三十天内，作出同意或不同意的决定。
（二）国家工商行政管理局颁发《外商投资广告企业项目审定意见书》后，由中方合营者向所在地外经贸部门呈报设立外商投资广告企业的合同和章程，经省、自治区、直辖市、计划单列市外经贸部门核转，报对外贸易经济合作部审批。
中方合营者为国务院部、委、局直属企业的，中方合营者向其主管部门呈报设立外商投资广告企业的合同、章程。主管部门审核同意后，转报对外贸易经济合作部审批。
对外贸易经济合作部依照国家有关外商投资的法律、法规，在规定的期限内决定批准或不批准。
（三）中方合营者持国家工商行政管理局颁发的《外商投资广告企业项目审定意见书》和对外贸易经济合作部颁发的批准证书及法律、法规规定的其他文件，按企业登记注册的有关规定，向国家工商行政管理局或有外商投资企业核准登记权的地方工商行政管理局办理企业法人登记注册手续。
外商投资广告企业申请设立分支机构，由省、自治区、直辖市、计划单列市外经贸部门或国务院部、委、局审核同意后，转报对外贸易经济合作部，对外贸易经济合作部在征求国家工商行政管理局意见后，决定批准或不批准。
第六条 设立外商投资广告企业，除符合有关法律、法规规定的条件外，还应具备以下条件：
（一）合营各方必须是具有一定规模的以经营广告业务为主的企业法人；
（二）能够引进国际先进的广告制作技术和设备；
（三）具有市场调查、广告策划和广告效果测定等能力；
（四）能够在广告策划、创意、设计、制作和经营管理等方面培训中国职员；
（五）注册资本不低于30万美元。
第七条 申请设立分支机构的外商投资广告企业，应具备以下基本条件：
（一）注册资本全部缴清；
（二）年营业额不低于2000万元人民币；
（三）分支机构所在地须有3个以上相对固定的广告客户。
第八条 申请设立外商投资广告企业，由中方合营者按本规定第五条规定的程序，向国家工商行政管理局报送下列文件：
（一）申请设立外商投资广告企业的报告；
（二）中方合营者所属主管部门的批准文件；
（三）设立外商投资广告企业的项目建议书；
（四）合营各方共同编制的可行性研究报告；
（五）合营各方的登记注册证明；
（六）合营各方的资信证明；
（七）采用的主要制作设备、技术及其来源证明；
（八）广告管理制度；
（九）地方工商行政管理局的初审意见。
第九条 申请设立外商投资广告企业，应按本规定第五条规定的程序，向对外贸易经济合作部报送下列文件：
（一）地方外经贸部门或国务院部、委、局的报送文件；
（二）国家工商行政管理局颁发的《外商投资广告企业项目审定意见书》；
（三）设立外商投资广告企业的合同、章程；
（四）项目建议书及可行性研究报告；
（五）合营各方的登记注册证明；
（六）合营各方的资信证明；
（七）工商行政管理部门出具的名称核准书；
（八）合营企业的董事会名单及各方董事委派书。
第十条 外商投资广告企业通过审查取得批准证书后，如出现下列情况之一的，应按本规定第五条规定的程序另行报批：
（一）更换合营方；
（二）变更经营范围。
第十一条 外商投资企业申请增加广告经营业务的，参照本规定办理。
第十二条 本规定自一九九五年一月一日起施行。
Regulations of the State Administration for Industry and Commerceand the Ministry of Foreign Trade and Economic Cooperation for Establi-shing Foreign-Invested Advertising Enterprises
(Promulgated on November 3, 1994)
Whole document
Regulations of the State Administration for Industry and Commerce and the
Ministry of Foreign Trade and Economic Cooperation for Establishing
Foreign-Invested Advertising Enterprises
(Promulgated on November 3, 1994)
Article 1
These Regulations are hereby formulated with a view to promoting the
advertising industry of China to serve for the open-to-the-outside-world,
assuring the high quality of the foreign-invested advertising enterprises,
and pushing forward the healthy development of the advertising industry of
China.
Article 2
For the purpose of these Regulations, the term "foreign-invested
advertising enterprises" means the enterprises that are engaged in
advertising business in the form of either a Chinese-Foreign equity joint
venture or a Chinese-foreign cooperative joint venture.
Article 3
To apply for the establishment of a foreign-invested advertising
enterprise, related laws, regulations and rules shall be followed, such
as Law of the People's Republic of China on Chinese-foreign Equity Joint
Ventures, Law of the People's Republic of China on Chinese-foreign
Cooperative Joint Ventures, The Advertising Law of the People's Republic
of China, Regulations on Advertising Administration, Qualification
Standards of Advertising Operators and Phraseology Norm for the
Examination and Ratification of the Advertising Business Scope, etc.
Article 4
The project proposals and the feasibility study reports of
foreign-invested advertising enterprises shall be examined and approved by
the State Administration for Industry and Commerce. The business scopes of
foreign-invested advertising enterprises that are classified as the
different scopes like designing, producing, media-buying and acting for
advertising business both at home and abroad, shall be approved by the
State Administration for Industry and Commerce, in accordance with The
Qualification Standards of Advertising Operations and Phraseology Norm for
the Examination and Ratification of the Advertising Business Scope and in
the light of the different types of foreign-invested advertising
enterprises. The contracts and the articles of association of
foreign-invested advertising enterprises shall be examined and approved by
the Ministry of Foreign Trade and Economic Cooperation.
Article 5
For the establishment of a foreign-invested advertising enterprise,
the following procedures shall be followed:
(1) The Chinese party to an equity joint venture advertising
enterprise (including the party to Chinese-foreign cooperative joint
venture, similarly hereinafter) shall submit the project proposal and
feasibility study report for the establishment of a foreign-invested
advertising enterprise to the local administration for industry and
commerce which is authorized to ratify and register enterprises with
foreign investment. With the preliminary examination comments of the local
administration, the administration for industry and commerce at the level
of province, autonomous region, municipality directly under the Central
Government or the municipalities specifically listed in the State plan
shall examine and transfer those documents to the State Administration for
Industry and Commerce for final examination and approval.
In case the Chinese Party is an enterprise directly under the
ministries, commissions or bureaus of the State Council, the Chinese party
shall submit to the department in charge the project proposal and
feasibility study report for the establishment of a foreign-invested
advertising enterprise. Upon examination and consent by the department in
charge, those documents shall be submitted to the State Administration for
Industry and Commerce for final examination and approval.
Upon receipt of all the documents required, the State Administration
for Industry and Commerce shall, within 30 days, make a decision of
approval or disapproval over the establishment of the foreign-invested
advertising enterprise.
(2) After the issuance of the "Certificate of Examination and Approval
Opinions for Foreign-Invested Advertising Enterprises" by the State
Administration for Industry and Commerce, the Chinese party shall submit
the contract and articles of association of the foreign-invested
advertising enterprise to the local foreign trade, and after being
checked by the foreign trade and economic cooperation authorities at the
level of province, autonomous region, municipality directly under the
Central Government or the municipalities specifically listed in the State
plan, the relative documents shall be transferred to the Ministry of
Foreign Trade and Economic Cooperation for final examination and approval.
In case the Chinese party is an enterprise directly under the
ministries, commissions or bureaus of the State Council, the Chinese party
shall submit to the department in charge the contract and articles of
association for the establishment of a foreign-invested advertising
enterprise. After being checked and consented by the department in charge,
the documents mentioned-above shall be transferred to the Ministry of
Foreign Trade and Economic Cooperation for final examination and approval.
The Ministry of Foreign Trade and Economic Cooperation shall,
according to the State laws and regulations governing foreign investment,
decide whether to approve or disapprove the establishment of such an
enterprise within the stipulated time limits.
(3) The Chinese party shall, with the "Certificate of Examination and
Approval Opinions for Foreign-invested Advertising Enterprises" issued by
the State Administration for Industry and Commerce, the approval
certificate issued by the Ministry of Foreign Trade and Economic
Cooperation and other documents stipulated by the laws and regulations,
submit, according to the relative regulations on enterprise registration,
to the State Administration for Industry and Commerce or the local
administrations for industry and commerce authorized to check and register
enterprises with foreign investment for handling the formalities of
registration for an enterprise legal person.
The application of a foreign-invested advertising enterprise for
setting up a branch shall be examined and approved by the foreign trade
and economic cooperation department of the province, autonomous region,
municipality directly under the Central Government or the municipalities
specifically listed in the State plan, and then transferred to the
Ministry of Foreign Trade and Economic Cooperation which shall, after
gathering opinions from the State Administration for Industry and
Commerce, decide whether to approve or disapprove it.
Article 6
To apply for establishing a foreign-invested advertising enterprise,
the following conditions shall be fulfilled in addition to the conditions
stipulated in the relative laws and regulations:
(1) all parties to a foreign-invested advertising enterprise must be a
fair-sized enterprise legal person which is mainly engaged in advertising
business;
(2) being able to introduce the world's advanced advertising
technology and equipment;
(3) having the capability for market investigation, advertising plan
and advertising effect measurement;
(4) being able to train the Chinese personnel in the aspects of
advertising plan, creation, design, production and management; and
(5) the registered capital being no less than US $ 300000.
Article 7
The foreign-invested advertising enterprise which intends to apply for
setting up a branch shall fulfill the following main conditions:
(1) the registered capital has been contributed in full;
(2) the annual volume of business shall not be lower than RMB 20
million yuan; and
(3) in the place where the branch is to be located, there must be
more than 3 relatively permanent advertising customers.
Article 8
When applying for the establishment of a foreign-invested adverting
enterprise, the Chinese party shall, according to the stipulations set
forth in Article 5 of these Regulations, submit to the State
Administration for Industry and Commerce the following documents:
(1) the application report for the establishment of a foreign-invested
advertising enterprise;
(2) the approval documents issued by the department in charge of the
Chinese party;
(3) the project proposal for the establishment of a foreign-invested
advertising enterprise;
(4) the feasibility study report worked out jointly by all the
parties;
(5) the registration testimonials for each party;
(6) the financial credit documents for each party;
(7) the documents for the main equipment used and technology adopted,
and their original sources;
(8) its advertising administration system; and
(9) the preliminary examination opinions of the local administrations
for industry and commerce.
Article 9
When applying for the establishment of a foreign-invested advertising
enterprise, the Chinese party shall, in accordance with the procedure
provided in Article 5 of these Regulations, submit to the Ministry of
Foreign Trade and Economic Cooperation the following documents:
(1) the documents reported by local foreign trade and economic
cooperation departments or the ministries, commissions or bureaus
directly under the State Council;
(2) the "Certificate of Examination and Approval Opinions for
Foreign-invested Advertising Enterprises" issued by the State
Administration for Industry and Commerce;
(3) the contract and articles of association for the establishment of
the foreign-invested advertising enterprise;
(4) the project proposal and feasibility study report;
(5) the registration testimonials for each party;
(6) the financial credit documents for each party;
(7) the verification and approval documents for the name of the
enterprise issued by the administration authorities for industry and
commerce; and
(8) the name list of members of the board of directors and the
appointment documents for the directors from each party.
Article 10
Even after obtaining the approval certificate through examination, the
foreign-invested advertising enterprise shall, according to the procedure
stipulated in Article 5 of these Regulations, apply for approval in any of
the following cases:
(1) to change any party; or
(2) to change the business scope.
Article 11
These Regulations shall be applicable as a measure of reference to
enterprises with foreign investment if they apply for enlarging their
business scope to advertising business.
Article 12
These Regulations shall come into force as of January 1, 1995.
吴晶
２００３年１月１日起施行的、修改后的《中华人民共和国保险法》（“《保险法》”）沿袭了95年《保险法》对保险人明示义务的规定, 即“保险合同中规定有关于保险人责任免除条款的,保险人在订立保险合同时应当向投保人明确说明,未明确说明的,该条款不产生效力。”相关的规定也见于《中华人民共和国合同法》第三十九条，“采用格式条款订立合同的，提供格式条款的一方应当遵循公平原则确定当事人之间的权利和义务，并采取合理的方式提请对方注意免除或者限制其责任的条款，按照对方的要求，对该条款予以说明。”但在实践中，因投保人和被保险人未能对免责条款引起足够注意而产生的纠纷屡见不鲜。从法理上讲，投保人对保险公司提供的包括投保单和保险单在内的合同资料应尽到合理的注意义务，如果投保人在投保时存在故意或重大过失、未经审阅就在合同上签字、盖章，则投保人无权借口该行为对自己不利、行为内容有重大误解而请求撤销保险合同。但总的来说，目前保险单设计和表述较复杂, 投保人和被保险人往往没有耐心和能力阅读并理解保单,因此保险纠纷也多由被保险人的如实告知义务和保险人的明示义务引起。
保险单作为合同文本,很多时候沿袭了法律语言中的习惯做法,过分追求严谨,造成用词晦涩。例如，在保单中常有这样的条款：
如果保险人获知被保险人获得应得部分之外的给付,无论该给付是否由于被保险人的过失或误导或不遵守如实告之义务, 被保险人应负责将应得部分之外的给付全额退还给保险人。
这段话非常拗口,拖泥带水，其实只是想向被保险人传递这样一个意思:
如果保险人发现您获得应得部分之外的超额给付,您应将该超额部分全部退还给保险人。
由于要求投保人填报的事项和保险人的说明义务的条款所采用的都是晦涩的语言,加之代理人带有倾向性的介绍、热情的邀请,使得投保人很少能真正静下心来仔细阅读代理人提供的资料,更何况要读的是非专业人士难以读懂的保单。正因为保单起草人是保险专业人士,使用的语言也很专业,这也间接导致法院判案时,针对保单本身产生的纠纷,应以对被保险人有利的方向解释。
另外，复杂的保单造成沟通上的障碍,这就使得展业人员往往要花上很多时间解释保单或者回答投保人的问题。 投保人如果不懂得问卷提供者问的是什么问题及为什么要问这样的问题,他很可能无法提供足够的信息，代理人就需要问更多的细节,结果既浪费投保人的时间,也浪费自己的时间。对公司来讲则直接影响效率和收益，客户也难以对公司建立好的印象。 因此，国际上很多保险公司纷纷采取应对措施，推出生活化语言保单〔Plain Language Policy〕替代或补充传统保单。
所谓生活化语言，顾名思义是贴近生活、普通人可以理解的语言。生活化的语言侧重于信息本身。只使用必要的文字，避免术语、不必要的专业表述和复杂的语言。与浮夸的术语、繁冗和令人费解的风格相对,生活化语言准确、清晰，便于简单、有效地沟通。但是生活化的语言不等于白话、儿语。不意味着仅仅依靠直白的语言和缩短句子长度来取代繁冗的风格，而是通过良好的构思,在恰当的时机、以恰当的媒介传递准确的、只包含必要信息的消息。如果作者能清晰地表达他的意图-即为什么要这么写-他就更能使读者明白为什么要读这些资料,这才是有效沟通的基础。写给医生的文章即使含有医学术语也可以是生活化的语言，但同样的内容希望普通读者也看得懂，就需要采用普通读者熟悉的语言。生活化的语言就是要以读者为本，使用读者能够理解的字句，从读者的角度出发、组织和编写。因此创作者需要洞悉读者希望了解什么,读者对主题能理解到什么程度,以及怎样能更好地组织材料使之最容易为读者所接受。
从投保人的角度来看，他最想了解的是这样一些问题：这个产品为我提供哪些保障？哪些人可以投保？哪些人可以是本保险的受益人？我怎样才能申请保险金？这些问题其实都在保险人精心设计的保单中可以找到答案，保单中一般会有下列条款：保险责任、责任免除、受益人的指定和变更、保险金的申请等。但保险人却很少想到用投保人的思维方式开门见山地回答这些问题，吸引投保人的注意力。有调查表明，决定读者阅读兴趣的，就在前十二秒。一份条理清楚、一目了然、通过与投保人对话形式出现的保单自然看起来更可读、可信。以下是传统保单中的一段话：
损害发生时是公司雇员的申请人应即时提出索赔申请.否则将会导致申请人丧失本条款项下的保障。
采用生活化的语言进行改写成:
您可能无法获得本条款项下的赔偿,如果:
1. 您在损害发生时是公司雇员,并且
2. 您没有在损害发生时提交事故报告。
相比之下, 第二种采用生活化的语言的表述使读者能用更短的时间了解到保单所包涵文字的意义,因此也更容易接受并有效地遵循上述指示。
采用生活化语言的保单,用第一和第二人称进行表述,可以让读者感觉他在与保险人直接进行交流。需要提醒保险人的是,即使您的文件可能会对成千上万的人产生影响,您实际上只与正在阅读的人进行沟通。如果保单和其他材料能反映这一思想,保险人更能做到开源节流并且对读者有更大的影响。使用第一和第二人称,使材料更有可读性,使信息排列更有逻辑,更易于答疑并向读者提供他们所希望了解的信息,也更清楚地划分权利和责任。请比较下面两段话：
“凡出生一周岁以上、六十五周岁以下，身体健康者均可作为被保险人，由本人或对其具有保险利益的人作为投保人向XX保险公司(以下简称本公司)投保本保险。”
以及
“哪些人可以申请投保人身意外险？
如果您不从事潜水、跳伞等高风险运动，也不是任何武装力量的成员，并且您符合特定的年龄限制（1到 65岁），您就可以申请购买本保险为您和您的家人获得充分的保障。”
显然，第二种说法使用第一和第二人称可以营造轻松,热情的气氛, 显示积极、有效、友好,从客户的需求出发的合作态度，拉近与投保人的距离。
生活化语言建立起高质量的沟通并带来高质量的回报，对保险产品和销售产生重要的影响：首先，易读、连贯、信息量强的书面材料可以树立良好的形象,提高保险公司的竞争力；其次，言简意赅的书面沟通提高沟通效率,通过清晰地向客户传达你的意图,才可以满足客户的需求；再者，设计良好的生活化书面材料减少管理上的问题,降低管理成本,有利于改进客户关系甚至吸引新的客户；可以减少因沟通不良造成的投诉和询问,减少员工培训费用；同时，简洁、使用生活化语言的文件易于为客户所接受,建立对产品和服务的信任,增加保险公司的收益。总之，使用生活化语言可以在向投保人介绍产品、解释保单,理赔等各个环节节省保险公司的时间和金钱。
1994年,加拿大的主要保险公司向车险市场投放生活化语言保单.通过对测试者进行调查,80%的受试者读懂了保单,而此前,只有20%的受试者能读懂保单.据澳洲交流研究中心(the Communications research Institute of Australia)报告显示自重新设计修改投保单后,保险公司可将错误率降低97.2%,每年节省相当于50万美元的人力成本。太阳联合和皇家保险公司（现在的皇家太阳联合保险公司）于1994年开始着手修改包括其当时主要产品的投保单在内的保险材料。公司成立了由企划部、产品开发部、法律部门和精通现有保单的销售、理赔等各部门精英组成的委员会，历时一年改写了主要产品的保单，并最终由外聘的律师事务所审阅、把关。实践证明，上述做法是十分必要和值得的。 设计简单,明了的问卷可以使投保人更积极地配合,提供保险人所需的信息,也使保险人以最短的时间获取更多信息成为可能。皇家太阳联合采用生活化语言重新修改后的投保单，收到了良好的效果。投保申请的接受率立竿见影大幅提升。这是因为旧的投保单采用传统问卷，要求投保人主动、全面告知保险人需要的信息，“是否有其他需要说明的事项”，结果往往是投保人不明白保险人在问什么，宁肯空着也不敢轻易作答。新的投保单则问及具体问题，让投保人选择“是”或“不是”，自然投保单上的空白栏要减少很多。
国家工商行政管理局、对外贸易经济合作部关于设立外商投资广告企业的若干规定(附英文)
国家工商行政管理局、对外贸易经济合作部关于设立外商投资广告企业的若干规定(附英文)
1994年11月3日，国家工商管理局、对外经贸部
第一条 为了更好地推动我国广告业为对外开放服务，保证外商投资广告企业的质量，促进我国广告业健康发展，制定本规定。
第二条 本规定所称外商投资广告企业，是指中外合资、合作经营广告业务的企业。
第三条 设立外商投资广告企业，应当遵循《中华人民共和国中外合资经营企业法》、《中华人民共和国中外合作经营企业法》、《中华人民共和国广告法》、《广告管理条例》、《广告经营者资质标准及广告经营范围核定用语规范》等有关法律、法规、规章。
第四条 外商投资广告企业的项目建议书和可行性研究报告，由国家工商行政管理局审定。外商投资广告企业的经营范围，由国家工商行政管理局依据《广告经营者资质标准及广告经营范围核定用语规范》，根据外商投资广告企业的类型，按设计、制作、发布、代理国内外广告业务的不同范围，分别予以核定。外商投资广告企业的合同和章程，由对外贸易经济合作部审查批准。
第五条 设立外商投资广告企业，按下列程序办理：
（一）外商投资广告企业的中方合营（含合作，下同）者，向所在地有外商投资企业核准登记权的工商行政管理局呈报设立外商投资广告企业的项目建议书和可行性研究报告，由其提出初审意见，经省、自治区、直辖市及计划单列市工商行政管理局核转，报国家工商行政管理局审定。
中方合营者为国务院部、委、局直属企业的，中方合营者向其主管部门呈报设立外商投资广告企业的项目建议书和可行性研究报告，经审核同意后，转报国家工商行政管理局审定。
国家工商行政管理局自收到全部呈报文件之日起三十天内，作出同意或不同意的决定。
（二）国家工商行政管理局颁发《外商投资广告企业项目审定意见书》后，由中方合营者向所在地外经贸部门呈报设立外商投资广告企业的合同和章程，经省、自治区、直辖市、计划单列市外经贸部门核转，报对外贸易经济合作部审批。
中方合营者为国务院部、委、局直属企业的，中方合营者向其主管部门呈报设立外商投资广告企业的合同、章程。主管部门审核同意后，转报对外贸易经济合作部审批。
对外贸易经济合作部依照国家有关外商投资的法律、法规，在规定的期限内决定批准或不批准。
（三）中方合营者持国家工商行政管理局颁发的《外商投资广告企业项目审定意见书》和对外贸易经济合作部颁发的批准证书及法律、法规规定的其他文件，按企业登记注册的有关规定，向国家工商行政管理局或有外商投资企业核准登记权的地方工商行政管理局办理企业法人登记注册手续。
外商投资广告企业申请设立分支机构，由省、自治区、直辖市、计划单列市外经贸部门或国务院部、委、局审核同意后，转报对外贸易经济合作部，对外贸易经济合作部在征求国家工商行政管理局意见后，决定批准或不批准。
第六条 设立外商投资广告企业，除符合有关法律、法规规定的条件外，还应具备以下条件：
（一）合营各方必须是具有一定规模的以经营广告业务为主的企业法人；
（二）能够引进国际先进的广告制作技术和设备；
（三）具有市场调查、广告策划和广告效果测定等能力；
（四）能够在广告策划、创意、设计、制作和经营管理等方面培训中国职员；
（五）注册资本不低于30万美元。
第七条 申请设立分支机构的外商投资广告企业，应具备以下基本条件：
（一）注册资本全部缴清；
（二）年营业额不低于2000万元人民币；
（三）分支机构所在地须有3个以上相对固定的广告客户。
第八条 申请设立外商投资广告企业，由中方合营者按本规定第五条规定的程序，向国家工商行政管理局报送下列文件：
（一）申请设立外商投资广告企业的报告；
（二）中方合营者所属主管部门的批准文件；
（三）设立外商投资广告企业的项目建议书；
（四）合营各方共同编制的可行性研究报告；
（五）合营各方的登记注册证明；
（六）合营各方的资信证明；
（七）采用的主要制作设备、技术及其来源证明；
（八）广告管理制度；
（九）地方工商行政管理局的初审意见。
第九条 申请设立外商投资广告企业，应按本规定第五条规定的程序，向对外贸易经济合作部报送下列文件：
（一）地方外经贸部门或国务院部、委、局的报送文件；
（二）国家工商行政管理局颁发的《外商投资广告企业项目审定意见书》；
（三）设立外商投资广告企业的合同、章程；
（四）项目建议书及可行性研究报告；
（五）合营各方的登记注册证明；
（六）合营各方的资信证明；
（七）工商行政管理部门出具的名称核准书；
（八）合营企业的董事会名单及各方董事委派书。
第十条 外商投资广告企业通过审查取得批准证书后，如出现下列情况之一的，应按本规定第五条规定的程序另行报批：
（一）更换合营方；
（二）变更经营范围。
第十一条 外商投资企业申请增加广告经营业务的，参照本规定办理。
第十二条 本规定自一九九五年一月一日起施行。
Regulations of the State Administration for Industry and Commerceand the Ministry of Foreign Trade and Economic Cooperation for Establi-shing Foreign-Invested Advertising Enterprises
(Promulgated on November 3, 1994)
Whole document
Regulations of the State Administration for Industry and Commerce and the
Ministry of Foreign Trade and Economic Cooperation for Establishing
Foreign-Invested Advertising Enterprises
(Promulgated on November 3, 1994)
Article 1
These Regulations are hereby formulated with a view to promoting the
advertising industry of China to serve for the open-to-the-outside-world,
assuring the high quality of the foreign-invested advertising enterprises,
and pushing forward the healthy development of the advertising industry of
China.
Article 2
For the purpose of these Regulations, the term "foreign-invested
advertising enterprises" means the enterprises that are engaged in
advertising business in the form of either a Chinese-Foreign equity joint
venture or a Chinese-foreign cooperative joint venture.
Article 3
To apply for the establishment of a foreign-invested advertising
enterprise, related laws, regulations and rules shall be followed, such
as Law of the People's Republic of China on Chinese-foreign Equity Joint
Ventures, Law of the People's Republic of China on Chinese-foreign
Cooperative Joint Ventures, The Advertising Law of the People's Republic
of China, Regulations on Advertising Administration, Qualification
Standards of Advertising Operators and Phraseology Norm for the
Examination and Ratification of the Advertising Business Scope, etc.
Article 4
The project proposals and the feasibility study reports of
foreign-invested advertising enterprises shall be examined and approved by
the State Administration for Industry and Commerce. The business scopes of
foreign-invested advertising enterprises that are classified as the
different scopes like designing, producing, media-buying and acting for
advertising business both at home and abroad, shall be approved by the
State Administration for Industry and Commerce, in accordance with The
Qualification Standards of Advertising Operations and Phraseology Norm for
the Examination and Ratification of the Advertising Business Scope and in
the light of the different types of foreign-invested advertising
enterprises. The contracts and the articles of association of
foreign-invested advertising enterprises shall be examined and approved by
the Ministry of Foreign Trade and Economic Cooperation.
Article 5
For the establishment of a foreign-invested advertising enterprise,
the following procedures shall be followed:
(1) The Chinese party to an equity joint venture advertising
enterprise (including the party to Chinese-foreign cooperative joint
venture, similarly hereinafter) shall submit the project proposal and
feasibility study report for the establishment of a foreign-invested
advertising enterprise to the local administration for industry and
commerce which is authorized to ratify and register enterprises with
foreign investment. With the preliminary examination comments of the local
administration, the administration for industry and commerce at the level
of province, autonomous region, municipality directly under the Central
Government or the municipalities specifically listed in the State plan
shall examine and transfer those documents to the State Administration for
Industry and Commerce for final examination and approval.
In case the Chinese Party is an enterprise directly under the
ministries, commissions or bureaus of the State Council, the Chinese party
shall submit to the department in charge the project proposal and
feasibility study report for the establishment of a foreign-invested
advertising enterprise. Upon examination and consent by the department in
charge, those documents shall be submitted to the State Administration for
Industry and Commerce for final examination and approval.
Upon receipt of all the documents required, the State Administration
for Industry and Commerce shall, within 30 days, make a decision of
approval or disapproval over the establishment of the foreign-invested
advertising enterprise.
(2) After the issuance of the "Certificate of Examination and Approval
Opinions for Foreign-Invested Advertising Enterprises" by the State
Administration for Industry and Commerce, the Chinese party shall submit
the contract and articles of association of the foreign-invested
advertising enterprise to the local foreign trade, and after being
checked by the foreign trade and economic cooperation authorities at the
level of province, autonomous region, municipality directly under the
Central Government or the municipalities specifically listed in the State
plan, the relative documents shall be transferred to the Ministry of
Foreign Trade and Economic Cooperation for final examination and approval.
In case the Chinese party is an enterprise directly under the
ministries, commissions or bureaus of the State Council, the Chinese party
shall submit to the department in charge the contract and articles of
association for the establishment of a foreign-invested advertising
enterprise. After being checked and consented by the department in charge,
the documents mentioned-above shall be transferred to the Ministry of
Foreign Trade and Economic Cooperation for final examination and approval.
The Ministry of Foreign Trade and Economic Cooperation shall,
according to the State laws and regulations governing foreign investment,
decide whether to approve or disapprove the establishment of such an
enterprise within the stipulated time limits.
(3) The Chinese party shall, with the "Certificate of Examination and
Approval Opinions for Foreign-invested Advertising Enterprises" issued by
the State Administration for Industry and Commerce, the approval
certificate issued by the Ministry of Foreign Trade and Economic
Cooperation and other documents stipulated by the laws and regulations,
submit, according to the relative regulations on enterprise registration,
to the State Administration for Industry and Commerce or the local
administrations for industry and commerce authorized to check and register
enterprises with foreign investment for handling the formalities of
registration for an enterprise legal person.
The application of a foreign-invested advertising enterprise for
setting up a branch shall be examined and approved by the foreign trade
and economic cooperation department of the province, autonomous region,
municipality directly under the Central Government or the municipalities
specifically listed in the State plan, and then transferred to the
Ministry of Foreign Trade and Economic Cooperation which shall, after
gathering opinions from the State Administration for Industry and
Commerce, decide whether to approve or disapprove it.
Article 6
To apply for establishing a foreign-invested advertising enterprise,
the following conditions shall be fulfilled in addition to the conditions
stipulated in the relative laws and regulations:
(1) all parties to a foreign-invested advertising enterprise must be a
fair-sized enterprise legal person which is mainly engaged in advertising
business;
(2) being able to introduce the world's advanced advertising
technology and equipment;
(3) having the capability for market investigation, advertising plan
and advertising effect measurement;
(4) being able to train the Chinese personnel in the aspects of
advertising plan, creation, design, production and management; and
(5) the registered capital being no less than US $ 300000.
Article 7
The foreign-invested advertising enterprise which intends to apply for
setting up a branch shall fulfill the following main conditions:
(1) the registered capital has been contributed in full;
(2) the annual volume of business shall not be lower than RMB 20
million yuan; and
(3) in the place where the branch is to be located, there must be
more than 3 relatively permanent advertising customers.
Article 8
When applying for the establishment of a foreign-invested adverting
enterprise, the Chinese party shall, according to the stipulations set
forth in Article 5 of these Regulations, submit to the State
Administration for Industry and Commerce the following documents:
(1) the application report for the establishment of a foreign-invested
advertising enterprise;
(2) the approval documents issued by the department in charge of the
Chinese party;
(3) the project proposal for the establishment of a foreign-invested
advertising enterprise;
(4) the feasibility study report worked out jointly by all the
parties;
(5) the registration testimonials for each party;
(6) the financial credit documents for each party;
(7) the documents for the main equipment used and technology adopted,
and their original sources;
(8) its advertising administration system; and
(9) the preliminary examination opinions of the local administrations
for industry and commerce.
Article 9
When applying for the establishment of a foreign-invested advertising
enterprise, the Chinese party shall, in accordance with the procedure
provided in Article 5 of these Regulations, submit to the Ministry of
Foreign Trade and Economic Cooperation the following documents:
(1) the documents reported by local foreign trade and economic
cooperation departments or the ministries, commissions or bureaus
directly under the State Council;
(2) the "Certificate of Examination and Approval Opinions for
Foreign-invested Advertising Enterprises" issued by the State
Administration for Industry and Commerce;
(3) the contract and articles of association for the establishment of
the foreign-invested advertising enterprise;
(4) the project proposal and feasibility study report;
(5) the registration testimonials for each party;
(6) the financial credit documents for each party;
(7) the verification and approval documents for the name of the
enterprise issued by the administration authorities for industry and
commerce; and
(8) the name list of members of the board of directors and the
appointment documents for the directors from each party.
Article 10
Even after obtaining the approval certificate through examination, the
foreign-invested advertising enterprise shall, according to the procedure
stipulated in Article 5 of these Regulations, apply for approval in any of
the following cases:
(1) to change any party; or
(2) to change the business scope.
Article 11
These Regulations shall be applicable as a measure of reference to
enterprises with foreign investment if they apply for enlarging their
business scope to advertising business.
Article 12
These Regulations shall come into force as of January 1, 1995.
