大学体验英语综合教程3 UINIT3.docx

Famous Brand NamesIn this unit, you will:First listen to and then talk about business successesread about brand nameswrite about a brand-name productpractice reading skills: conceptual meaninglearn and practice paragraph development by processpractice translating skills: omissionlearn to write advertisementsvisit Culture Salon about brand-name productsListen and Talk Lead-inListen to the following passage and rearrange the paragraphs which are not in the correct order. As you listen, number the “six secrets”.窗体顶端Let me now share my six business success “secrets” with you: There must be a willingness to take risks. You should not risk more than you can afford to lose, but you cant afford not to take certain business risks. Keeping a tight control on expenses while at the same time avoiding being “penny wise and pound foolish,” is a wise business practice. The businessperson should always look for ways to improve their goods and services, as well as ways to increase efficiency and expand their marketing reach. Marketing is everything. Marketing is the key to letting the world know about your products and services. There have been many products that had great sales potential, but have failed owing to poor marketing. Provide more and better products and services, to larger numbers of people, at less cost.An entrepreneur must deliver good quality products and services and support them with a responsible attitude toward shortcomings and faulty products. Related to that is good customer service.Ive just revealed a handful of universal principles of business success. If you apply them, they can contribute toward your own business success. 窗体底端Answer: 436215 Discussion:As far as business success is concerned, often you need to be both creative and adventurous. For example, you should be willing to take the risk to do something nobody has ever tried, or something that seems impossible at first sight. In the light of the above “universal principles”, and with the help of the pictures, work together with your partners on the following tasks: What are you going to do if you are required by your boss to . Passage ARead the text: Bathtub Battleships from lvorydale Think About It: 窗体顶端1. What is a bathtub battleship referred to as in this passage?Answer: A bathtub battleship is a toy battleship made of Ivory Soap that children play with in a bathtub.2. Why is Ivory Soap so popular among Americans?Answer: It is pure and it floats.3. How did Proctor & Gamble succeed in promoting Ivory Soap?Answer: It took advantage of a successful nationwide advertising campaign. 窗体底端Passage ARead About It Bathtub Battleships from lvorydale American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap (a registered trademark of the Proctor & Gamble Company). This is because its reputation for being safe, mild, and pure is as solid and spotless as the marble of the Lincoln Memorial. It doesnt even taste all that bad. And should you drop it into a tubful of cloudy, child-colored water, not to worry it floats. Freshers Fair is one of the most important events in the student calendar, and the focal point of freshers week. It offers Oxfords 6 500 new students a unique opportunity to sample some of the activities going on in the city and University, as well as giving the 350+ student societies that exist the chance to recruit eager new members. There are rooms and a large marquee set aside for companies offering student services to display their products and attract potential customers.Stalls are set out by category, such as sport clubs, international societies, and religious organizations. There are maps and a designated route, plus dozens of stewards whose job is to see students and VIPs invited from the University and City Council safely round the Fair. It is entirely organized and run by OUSU, and takes place in the major rooms of Examination Schools on the High Street, on Thursday and Friday the first week in October each year. Ivory Soap is an American institution, about as widely recognized as the Washington Monument and far more well respected than Congress. It had already attained this noble status when Theodore Roosevelt was still a rough-riding cowboy in North Dakota. Introduced in 1879 as an inexpensive white soap intended to rival the quality of imported soaps, it was mass marketed by means of one of the first nationwide advertising campaigns. People were told that Ivory was “so pure that it floats,” and the notion took hold. As a result, at least half a dozen generations of Americans have gotten themselves clean with Ivory. So many hands, faces, and baby bottoms have been washed with Ivory that their numbers beat the imagination. Not even Proctor & Gamble knows how many billions of bars of Ivory have been sold. The company keeps a precise count, however, of the billions of dollars it earns. Annual sales of Ivory Soap, Ivory Snow, Crest toothpaste, Folgers coffee, and the hundreds of other products now marketed under the Proctor & Gamble umbrella exceed thirty billion dollars. The company has grown a bit since it was founded in 1837 in Cincinnati, Ohio, by a pair of immigrants named William Proctor and James Gamble, each of whom pledged $3 596.47 to the enterprise. For decades Proctor & Gamble manufactured candles and soap in relatively modest quantities. It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War. The companys big break came with the introduction of its floating soap and the realization that an elaborate advertising campaign could turn a simple, though high-quality, product into a phenomenon. The soaps brand name was lifted from “out of ivory palaces”, a phrase found in the Bible. So successful was this new product and the marketing effort that placed it in the hands of nearly every American that the company soon built an enormous new factory in a place called Ivorydale. Proctor & Gamble never forgot the advertising lessons it learned with Ivory. For instance, it was among the first manufacturers to use radio to reach consumers nationwide. In 1933 Proctor & Gambles Oxydol soap powder sponsored a radio serial called Ma Perkins, and daytime dramas were forever after known as “soap operas.” Over the years the company added dozens of new product lines such as Prell shampoo, Duncan Hines cake mixes, and the ever-present Tide, “new and improved” many a time. To this day, however, Ivory Soap remains a Proctor & Gamble backbone product. I vory remains a favorite among consumers, too, and no wonder. With a bar of Ivory Soap in your hand, you are holding a chunk of American history. If you like, you can even wash your hands and face with it and be assured that it is “ninety-nine and forty-four-one-hundredths percent pure.” And it floats. The latter quality of Ivory Soap is especially attractive to children. Generations of little boys armed with toothpicks, miniature flags, or leftover parts from model ships there are always a few have converted bars of Ivory Soap into bathtub battleships. A note of warning for any small boys who may be reading this: Mothers tend to frown on the practice. Sentence Explanation1. American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap.For many years, American mothers have preferred to use Ivory Soap to wash out the mouths of naughty children, and believed that it is better than any other soap.2. The company keeps a precise count, however, of the billions of dollars it earns.However the company knows exactly the profit it makes.3. It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War.Shortly before the Civil War, and more than twenty years after its foundation, the companys sales exceeded one million dollars.4. For instance, it was among the first manufacturers to use radio to reach consumers nationwide.For instance, it was one of the first manufactures that advertised their products nationwide on the radio. 艾弗里代尔开来的浴缸战舰美国的妈妈们一直深信，如果要把那些小调皮鬼的嘴巴洗干净的话，没有什么能赛过象牙香皂（宝洁公司的一个注册商标）。这是因为这个牌子的香皂以其安全、柔和而纯正的品质而闻名遐迩，就像林肯纪念堂的大理石一样坚实无瑕。它的口感相当不错呢。而且，如果不慎将香皂落入澡盆，而里面盛满了孩子们洗过澡的浑水，你也不用担心找不到它会自动浮上水面。象牙香皂是一种美国文化现象。它就像华盛顿纪念碑一样得到广泛认可，并且远比国会受人尊崇。当西奥多罗斯福还在北达科他州当驯马牛仔的时候，象牙香皂就已经拥有目前这种崇高的地位了。1879年，为抗衡进口香皂，象牙香皂被作为一种廉价白色肥皂投放市场。为进行大规模销售，宝洁公司发起了一次最早的全国规模的广告宣传活动，说象牙香皂“纯得可以飘浮起来”，并且使这种观念深入人心。其结果是：至少有五六代的美国人都用象牙香皂洗浴。使用象牙香皂来洗手、洗脸以及给小孩子洗屁股的人不计其数。就连宝洁公司也弄不清楚到底卖出了多少亿万块象牙香皂，但它却准确记载了象牙香皂赚来了多少亿美元。每年，象牙香皂、象牙雪花膏、佳洁士牙膏、佛吉斯咖啡以及其他数百种宝洁公司旗下的产品的销售额超过了300亿美元。1837年，两个外国移民威廉普罗克特和詹姆士盖博尔各投资3 596.47美元，在俄亥俄州的辛辛那提市成立了宝洁公司，至今公司已经有了巨大发展。在创建后的几十年里，宝洁公司规模较小，主要生产蜡烛和香皂。直到二十多年后（即美国内战即将爆发之前），公司的销售额才突破100万美元。随着漂浮香皂的推出，以及意识到一系列精心策划的广告活动可以让一种简单然而优质的产品成为一种时尚，宝洁公司才有了巨大的发展。这种漂浮香皂的商标源于圣经中的“出自象牙宫殿”一语。这种新产品和它的营销手段极其成功，以至几乎所有的美国人都在使用它。这样，宝洁公司很快就在一个名叫艾弗里代尔的地方修建了一座新的大型工厂。宝洁公司将广告在营销象牙香皂的过程中所起到的巨大作用铭记在心。比如说，宝洁公司成为第一批通过广播向全国消费者推销的商家之一。1933年，宝洁公司为推销奥塞度肥皂粉，赞助了一部广播连续剧珀金斯大妈。从此，这类白天播出的连续剧就被称为“肥皂剧”。多年以来，宝洁公司陆续推出了几十种新产品系列，如绿宝洗发水、邓肯汉司蛋糕现料以及不断推陈出新的汰渍洗衣粉。然而，直至今日，象牙香皂仍是宝洁公司的拳头产品。象牙香皂一直理所当然地成为最受消费者欢迎的产品。手握一块象牙香皂，也就把握住了一段美国历史。如果你愿意，你甚至可以用象牙香皂来洗脸或洗手，同时坚信它的“纯度高达99.44%”，而且它还可以浮在水面。象牙香皂在水中漂浮的这种品质对孩子们尤具吸引力。一代接一代的小男孩们总爱用牙签、小旗或玩具模型船的旧零件（总会找到几个）把象牙香皂改装成浴缸里的战舰。说到这里，我要给可能读到这篇文章的男孩子们提个醒：妈妈可不喜欢你这样做呵。Read and think1. Work in pairs to develop an outline of the passage, and then give a brief presentation on Ivory Soap based on your outline.Ivory Soap窗体顶端1. About the brand name: Answer: The brand name was lifted from “out of ivory palaces”, a phrase found in the Bible.2. About the company:Answer: * In 1837, two immigrants named William Proctor and James Gamble founded the company.* For decades Proctor & Gamble produced candles and soap.* It took more than twenty years for sales to top one million dollars.3. Does the author generally encourage students to join clubs and societies? Why?Answer: 1) The quality of the product: safe, mild, and pure. And it floats.2) The profitability of the product:* Ivory Soap has earned billions of dollars for the company.* Annual sales of the products under the Proctor & Gamble umbrella, including Ivory Soap exceed thirty billion dollars. 3) The popularity of the product: * When it comes to washing out the mouth of naughty children nothing beats Ivory Soap.* At least half a dozen generations of Americans have gotten themselves clean with Ivory.* So many hands, faces, and baby bottoms have been washed with Ivory that their numbers beat the imagination.* Generations of little boys have converted bars of Ivory Soap into bathtub battleships.窗体底端Read and think2. With the help of the given clues, find out more information, stated or implied, in the passage to illustrate the success of Ivory Soap in terms of its business earnings and product images. 窗体顶端1 Business earnings:* The companys big break in sales came with (Line 30)* The product was so successful that the company soon built . (Line 34)* of Ivory Soap and other Proctor and Gamble products exceed thirty billion dollars. (Line 23)* The company has earned . (Line 23)2 Product images:* The reputation of Ivory Soap for being is as as the marble of the Lincoln Memorial. (Line 5)* Ivory Soap is an about as widely recognized as the . (Line 10)* Ivory Soap is far more well than . (Line 12)* With a bar of Ivory Soap in your hand, you are holding a chunk of . (Line 43)窗体底端Answer:1. the introduction of its floating soap,an enormous new factory in a place called Ivorydale,Annual sales,billions of dollars,2. safe, mild, and pure,solid and spotless,American institution,Washington Monument,respected,Congress,American history Read and think3. Fill each of the blanks with an appropriate word. 窗体顶端The example of Proctor and Gambles famous Ivory Soap shows the potential that lies in mass marketing and planned a and the importance of recognizable b names. Ivory Soap, first produced in 1879, was well p with clever slogans. These slogans, particularly the idea that the soap is so pure that it floats, p so successful that they are still p today. At the same time, the use of the radio serial for Ivory promotion gave rise to the e “soap opera”, which has become a modern g phenomenon. The development of Proctor and Gamble itself, from a small-scale operation founded by two i to a multinational empire of today serves as a good example to build brand names.窗体底端Answer: advertising,brand,promoted,proved,popular,expression,global, immigrants4. Underline the words in the following sentences which can be translated into “保证”, and then translate the sentences into Chinese.窗体顶端1. France has already pledged billions of dollars in aid next year.Answer: France has already pledged billions of dollars in aid next year.法国已经保证明年提供数十亿美元的援助。2. You shouldnt promise what is impossible.Answer: You shouldnt promise what is impossible.你不应对不可能做到的事做出保证。3. The boss assured him that she had no plan to let him go.Answer: The boss assured him that she had no plan to let him go.老板向他保证并没有解雇他的打算。4. It would be wise to get his eyes checked to ensure there is no problem.Answer: It would be wise to get his eyes checked to ensure there is no problem.检查一下他的眼睛，以保证没有问题，是明智之举。5. Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.Answer: Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.（学校）已经采取措施来保证学生不会因经济原因而辍学。6. The manufacturer must warrant the quality of its products according to the regulations.Answer: The manufacturer must warrant the quality of its products according to the regulations.生产商必须按规定保证其产品质量。 窗体底端Read and complete5. Fill the blanks with the words given below. Change the form where necessary.窗体顶端attainattractivebrandcampaignimportmanufacturemarketmodestprecisesponsor1. I dont think that the amount of studying you did in high school would be sufficient for you to good marks in university.2. Because of the impact of poor sales in other Asian countries, there has been a decrease in house sales in China this year.3. Some young people find computer games so that they can hardly pull themselves away to tend to other matters.4. The victim was able to give a description of the drunken driver, which was rather helpful to the police.5. Some non-governmental organizations are planning a public to awaken people to the problem of noise pollution.6. The cost of producing a tube of toothpaste is about 3 yuan, so we will it at 5.50 yuan to ensure our profits.7. Mike is now the director of a factory which canned food.8. Plenty of football and basketball clubs are eager to young athletes if they show great promise.9. The sweaters are made of wool from Australia.10. According to a recent survey, youths are beginning to have a lot of influence on the products and their parents choose.窗体底端Answer: 1. attain 2. modest 3. attractive 4. precise 5. campaign6. market 7. manufactures 8. sponsor 9. imported 10. brandsRead and complete6. Complete the following sentences with phrases or expressions from the passage. Change the form where necessary.窗体顶端1. She wants to drop out of college and become a singer, but her parents very much her intention.2. Many great men have risen from poverty; , Lincoln and Edison.3. The number of families with both parents taking full-time jobs is growing; , children are doing more of the housework. 4. I can use a computer; but hardware, I know almost nothing at all.5. It is expected that all the countries the WTO should trade on equal terms. 窗体底端Answer: 1. frown . on 2. for instance 3. as a result 4. when it comes to 5. under . umbrella 7. Translate the following sentences into English.窗体顶端1. 思想是通过语言来表达的。(by means of)Answer: Thoughts are expressed by means of language.2. 我今年买的新书多得难以数清。(keep count of)Answer: I have bought so many new books this year that its really difficult for me to keep count of them.3. 这位老太太确信，今天她儿子会回家来为她庆祝生日。(feel assured)Answer: The old lady feels assured that her son will come back home today to celebrate her birthday.4. 他妈妈坚持说他每月的零用钱不能超过100元。(exceed)Answer: His mother insisted that his pocket money should not exceed 100 yuan per month.5. 上个月我们买了一辆车，是用我的名字登记的。(register)Answer: We bought a car last month, which was registered under my name. 窗体底端8. Read and compare the English sentences, paying attention to the italicized parts and translate the Chinese sentences by simulating the structure of the English sentences.窗体顶端1. Choice SentenceAmerican mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats lvory Soap.Simulated ReproductionWe all know when it comes to sending a message fast and at low cost, nothing beats e-mail.Simulated Translation对于大部分美国青少年来说，要论既舒服又时尚的衣着，没有什么能比得过T恤和牛仔裤了。 Answer: For most American teenagers, when it comes to comfortable and fashionable clothing, nothing beats T-shirts and jeans.2. Choice SentencePeople were told that Ivory was “so pure that it floats,” and the notion took hold.Simulated Repr