高级综合商务英语1 Unit 5 Creativity and Innovationppt课件.ppt

UnitFiveCreativityandInnovation 1 Lead inTextA ThePostmodernCravingforCreativityTextB DesignThinking 2 Lead in 3 Lead inDiscussion 1 What sthedifferencebetweenCreativityandInnovation Readthenexttwoslidesforsomeclues 4 Lead inDiscussion Whatiscreativity toraisenewquestions newpossibilities toregardoldproblemsfromanewangle AlbertEinstein 5 Whatisinnovation Lead inDiscussion 6 2 Howcanbreakthroughproductsavoidfailure ManymanagerswanttheirorganizationstodevelopbreakthroughproductsandasktheirR DdepartmentstocomeupwiththeequivalentoftheiPodoriPhone Unfortunately therealityisthatproductfailureismorecommonthansuccess Whatarethereasonsforproductfailure Lead inDiscussion 7 1 Breakthroughproductssometimesfailbecausetheydonotfunctioncorrectly a TheAppleNewtonpersonaldigitalassistantpromisedbutfailedtorecognizehandwriting b UnileverandP Ghaveintroduced power washingpowderstoremovestainsbutwhichdamagedfabrics Lead inDiscussion 8 2 Breakthroughproductsfailtosatisfycustomerneedsandmeetcustomerexpectations ArecentsurveyfoundthatofhundredsofnewfoodandbeverageproductsintroducedinthelastfewyearsintheUS 90 hadfailed andwerewithdrawnfromsupermarketswithin3monthsoflaunch Lead inDiscussion 9 3 What sthemeaningof thinkoutsidethebox Inapoll thinkoutsidethebox hasbeenvotedBritain smostdespisedbusinessjargon Whatdoyouthinkisthepossiblereason Lead inDiscussion 10 Self perfumingbusinesssuit PawSense Alarmclockthatrunsawayfromyou Lead inInnovativeInventions 11 LaserCosmo HiddenWallSafe Lead inInnovativeInventions 12 ClickthewebsitetoopentheMillionDollarHomepage Lead inMillionDollarHomepage 13 TextAThePostmodernCravingforCreativity 14 StructuralAnalysis 15 PartIQuestionsaboutPartI Q1 What sthemainideaofPartI Para 1 4 Thereisgrowingrecognitionthatcreativitywhichusedtobeconsidereddiversionordecorationhasnowbecomeadrivingforceofeconomy infusingenergytopeopleandbusinesses 16 Q2 WhydoestheauthormentionCarsatthebeginningofthetext ReadtheNotesaboutPixarandRadiatorSprings PartIQuestionsaboutPartI 17 PixarDisney sPixarhasamagicalwayofnotonlytouchingtheheartsofchildren butalsotheheartsofadultsthroughitsanimatedmovieCars PartINotes 18 RadiatorSpringsRadiatorSpringswasonceapopularrestarea However intheearly1960 s Interstate40builtnearbygreatlydecreasedtraffic In2006 famousracecarLightningMcQueencametothetownandmadefriendswithpopulace Afterhisrace hesetuparacingheadquartersthere andthetownstartedtogrowagain PartINotes 19 Inthemovie RadiatorSpringsspringingtolifecelebratesAmericancarculture Inthearticle RadiatorSpringssymbolizesthoseirresistiblebrandswhicharethrivingthankstoaninsatiableappetiteforcreativityandaquestingspiritforchange PartIQuestionsaboutPartI 20 Q3 What sthefunctionofPara 2 Para 2showshowpeopleengagedinindustrialactivitiesperceivedcreativity artandculturedifferently200yearsago thatis theywereperceivedasunproductiveandunprofitablerecreations PartIQuestionsaboutPartI 21 Q4 InPara 3 theauthorsays Todaythereisgrowingrecognitionthatcreativity morethanjustdecorative Doyouthinkso Canyouillustrateyourideawithsomeexamples Forexample ipadhasattractedbillionsofloyalcustomerswithitscutting edge user centereddesign Thankstoitscreativeprowess Apple sipadisnowa7billiondollarbusinessaroundtheworld PartIQuestionsaboutPartI 22 200yearsago creativity artandculturewereconsidereddiversionsforthoseengagedinindustrialactivity unproductiverecreationsofferingnomorevaluethanalittleR R Line1 Para 2 200yearsago creativity artandcultureofferedsimplyalittleRestandRecreation R R ratherthancreatemuchindustrialvalue RenoirorRodin thenamesofpopularFrenchartists aredeliberatelychosentorhymewithR Rtoachieveasonorouseffect PartISentenceInterpretation 23 diversion Para 2 n somethingthatdistractsthemindandrelaxesorentertainssynonyms recreation entertainmentexample Librariesofferlotsofdiversions learningandcomfortforyoungminds PartIWordsandExpressions 24 paradigm Para 4 n anexampleservingaspatternormodelsynonyms standard paragonexample Grossnationalhappinessindexisanewconceptineconomicthinkingaimedatreplacingthewesternparadigmofeconomicproductivityandwell being PartIWordsandExpressions 25 Q1 What sthemainideaofPartII Para 5 Para 10 Thegrowingsocialattractiontocreativityisdrivenbypeople spostmodernneedtosearchforlifepurposeandtopursuehappiness whichishardtoachieveinthemodernworldduetoblindconsumerismandlackofmeaning PartIIQuestionsaboutPartII 26 Q2 InPara 6andPara 7 howdoestheauthordefinetheperilsandpitfallsofmodernism Modernismobssessesuswiththeideathatwecanbetterourselveswithmaterialacquisition However the progress or improvement promisedbymaterialpossessionleadstoourinvolvementinblindconsumerismandfailstofreeusfromthecynicismanddoubtaboutlossoflifepurpose PartIIQuestionsaboutPartII 27 Q3 Inthesentence It saconflictthatfewmarketerscanrecognize Para 8 whatdoestheconflictreferto Theconflictisthatontheonehand customersarenolongerfooledbymarketingpronetoexaggeration liesandemptypromises ontheotherhand customersarenotfascinatedbymarketingwhichisstraightforwardbutboring PartIIQuestionsaboutPartII 28 Q4 InPara 10 theauthorquotesAlexisdeTocqueville ssaying somanyluckymen restlessinthemidstofabundance toillustrateanegativecorrelationbetweenwealthandhappiness Doyouagreeordisagreewiththeauthor Thereisashredoftruthinthenegativecorrelationbetweenmaterialwealthandhappiness IthasbeenreportedNorthEuropehasahighrateofsuicide indicatinghappinessisnotabsolutelytheoutcomeofmaterialpossession PartIIQuestionsaboutPartII 29 Likenine year oldswrestlingwiththequestionofSantaClaus webelieve consumersaretornbetweenwantingtobelievemodernistpromisesandbeingtoosavvytosuspenddisbelief Line1 Para 8 Inthissimile consumersarecomparedtonine year olds withtheassociationthatbotharebornbetweenacravingforbeliefandasenseofdisbelief PartIISentenceInterpretation 30 perpetuate Para 6 v tocausetocontinueindefinitelysynonyms sustain maintainexample Thecompanyaimstoperpetuateexistingwaysofworkingwhilstaccommodatingthenewtechnologies PartIIWordsandExpressions 31 roil Para 7 v tobeinastateofturbulenceoragitationsynonym stir boilexample Thecommunityhasbeenroilingwithragesincetherecentschoolshooting PartIIWordsandExpressions 32 Part QuestionsaboutPart Q1 What sthemainideaofPartIII Para 11 Para 18 Consumerswhoplayanactiveroleinmakingbrandchoicestendtoloveenergybrandswhichsurprise delightandattractthemwithcreative bisociation 33 Q2 InPara 14 theauthorintroducestheconceptofbisociation Readthefollowingexamplesofproductcreationandfigureouttheirbrandnames Readthenoteaboutbisociation Part QuestionsaboutPart 34 PartIIINotes BisociationBisociationisatermcoinedbyauthorArthurKoestlerinhisbookTheActofCreation Bisociationinvolvesconnectingtwoseeminglyunrelatedthings forcedassociation Key USB 35 Computers mailorder Auction web Bookstore web TabletPC cellphone Part QuestionsaboutPart 36 DellEbayAmazonIphone Part QuestionsaboutPart 37 Q3 InPara 14 theauthorwrites Totheconsumerwho sthinkinglikeaninvestor amoreinterestingfuture Howdoyoudefine aconsumerwhoisthinkinglikeaninvestor AconsumerwholovestheWowfactorincreativebrandsfeelsliketheyareplayinganactiveroleinmakingbrandchoices justlikeaninvestor Part QuestionsaboutPart 38 PartIIISentenceInterpretation Perhapsanenergizedbrandoffersasortofelixir apotionthatkeepspeoplegoingforward eveninbadtimes Line1 Para 12 Itisobservedthatconsumersinpostmoderneraarebeingcaptivatedbyacertainpropertyinsuccessfulbrands aqualitythatreflectsamoreexciting dynamic andcreativeexperience Consumersareconcentratingtheirpassion devotion andpurchasingpoweronbrandsthatkeepevolvingandleadingthemforwardoutofthebadtimes 39 PartIIISentenceInterpretation Ifwehadtoliveinaworldpopulatedexclusivelybyproductslackingdifferentiation offeringlittlecreativity andinstillingnoenthusiasm we dbelivingindingy grayworld Line2 Para 17 Wearecravingforaconstantlyevolvingworldwhichkeepsexcitingitsinhabitantswithamorepowerfulformofdifferentiation Energizeddifferentiationcreatesenergizedbrands instillingenthusiasmintoconsumers Amonotonousworldisnomorethanadingy grayworld 40 PartIIIWordsandExpressions sprinkle Para 12 v todropafewpiecesordropsofsomethingoverasurfaceexample 1 Shesprinkledafewherbsonthepizza 2 Hisspeechwasliberallysprinkledwithpoliticaljokes figurative 41 obsolete Para 13 adj outofuse outofdatesynonyms outmoded outdatedexample Obsoleteinventoryisaverygoodbarometeroftheoveralleffectivenessofacompany soperations PartIIIWordsandExpressions 42 posit Para 14 v tolaydownasafactofprinciplesynonyms postulate presume assumeexample Thebookpositsaclearlinkbetweenconsumerismandcreditcrisis PartIIIWordsandExpressions 43 instill Para 17 v tointroducebygradual persistenteffortssynonyms implant infuse injectExample Banksandgovernmentsshouldinstillconfidenceintoinvestorstoheadoffthefinancialcrisiscompletely PartIIIWordsandExpressions 44 PartIIINotes SillyStringSillyStringisachildren stoyofplasticstringpropelledasastreamofliquidfromanaerosolcan Itisoftenusedduringweddings birthdayparties carnivalsandotherfestiveoccasions 45 SillyStringhasbeenusedbyAmericanmilitaryforcestodetectbombtripwires Thestringissprayedoverthesuspectedarea andifthestringfallstotheground notripwiresarepresentsincethestringwouldcatchonthetripwires butisnotheavyenoughtoactivatetheexplosive PartIIINotes 46 TextBDesignThinking 47 StructuralAnalysis Thetextisclearlydividedbyalistofsubheadings basedonwhichthestructureofthetextgoesasfollows 48 Introduction ThomasEdison sinventionoftheelectriclightbulbillustratesdesignthinking ahuman centeredapproachtoinnovation empoweredbytalentsofgeneralistsplusanastuteunderstandingofcustomersandmarkets Para 1 4 49 Gettingbeneaththesurface Havingbranchedintoawiderterrain designhasevolvedfromanattempttoincreasecompetitiveadvantagesthroughanattractivelate stageadd ontoanurgetomeetconsumers needsbygeneratingcreativeideas Para 5 6 50 Howdesignthinkinghappen ThesuccessfullaunchofCoastingbikesbearsoutwhatadesignprojecthastogothrough acreativehuman centeredideationprocessfollowedbyiterativecyclesofprototyping testingandrefinement Para 7 11 51 Gettingbacktothesurface Thesuccessfullaunchof Keepthechange abankaccountservice showshowdesignthinkingworksinprovidingconsumerswithanemotionallysatisfyingandfunctionallymeaningfulexperience Para 12 16 52 Conclusion DesignthinkinghasthepotentialtoresolveultimatehumanproblemsandcontributetothereemergenceofagoldenageofinnovationrepresentedbyThomasEdison Para 17 53 1 BusinessMeetingPreparationStepone Readtheproductdescriptionwiththehelpofproductpicturesonthenextthreeslides ExercisesSpeaking 54 I bike ExercisesSpeaking 55 One ExercisesSpeaking 56 Nulla ExercisesSpeaking 57 Steptwo Brainstormpositiveandpotentiallynegativeproductfeatures Stepthree Workoutprofilesofpotentialcustomers Fillintheformonthenextslide ExercisesSpeaking 58 59 Keys Creativitycanberegardedastheprocessofthinkingupnewthingsandconcepts Innovationistheprocessofconvertingthosethoughtsintotangiblethings Insummary creativityisgeneratingideasandinnovationisbringingtheseideastolife 60 Keys 1 Ametaphoricalbusinessjargonthatmeanstothinkdifferently unconventionally orfromacreativeandnovelperspective 2 Employeesdeliberatelyusethistermtoimpresstheirbosses whichisseenasanintolerableactofbuffling Thesimilarbusinessjargonis blue skythinking whichmeansopen mindedthinking 61 62 63 2 Debate1 Creativityisbornratherthanacquired Affirmative Creativityisaninnatequality Negative Creativityisnurturedratherthannatural Brainstormconvincingthoughtsinfavorofyourteam ExercisesDebate 64 Affirmative 1 ThomasEdison thegreatestinventorinhistory wasbornwiththegiftofcreativity TheyoungEdison smindoftenwanderedandhedidverypoorlyinschool 2 Scientificresearcheshaveshownthatcreativegeniusislinkedtoone sbrainorgeneticalmutation 3 Anuninspired boredanduncreativepersonusuallyremainsun