优品课件之Chapter4.TheBodyShop-Reading

1、优品课件 Chapter4. The Body Shop -Readi ng Chapter4. The Body Shop -Reading、章节分析(Reading section )(一)综述 本单元的阅读部分主要介绍了 1976年在英 国建立的body shop ,它的成功在于推广产品包装新理念，普及产品 包装的简化。 本课的任务有两个：1学生通过对课文的学习。掌握一些核心词汇， be invo Ived in, sue for, prese nt, persuasive例如：通过学习 课文，了解这家body shop为何如此成功，为writing 部分做准备。 (二)阅读目标1知识目

2、标 学习课文中重点词、词组、句型和语法。 2能力目标通过阅读进一步了解body shop的发展和成功的秘诀以 及其他方面的知识。3情感目标 通过它的成功，让学生了解包装的 同时，应注重环保。(三)教学方法 采用任务型教学法组织教学， 通过听说，讨论等具体活动，达到教学效果。(四)重点和难点1词 汇学习 1) 核心词汇 be involved in campaign present sue for remarkable alter native apply to pursue remarkable 2) 拓展词汇 Recycling service revolutionize prosper b

3、lind publicity false profits 3) 词组和短语 be involved in come true be blinded by apply t obe backed by pursue an aim campaig n aga inst make false promises 4) 句型学习 1. It is remarkable that .2. and the n came the body shop 教学设计(Teach ing Desig ns ) 教学内容 教 学实施建议教学资源参考Pre-reading要学好本课，建议老师在这 个阶段完成以下两个任务：通过

4、化妆品传统的包装和这家 bodyshop产品包装的比较，突出化妆品的包装应注重环保和节约能 源鼓励学生说出自己看法：对传统包装的看法，它的可取之处， 他的弊病具体处理这部分内容的建议见链接1,2中学英语合作 网牛津英语教学参考Page 1 While-readi ng这是本课的重点部 分.要求老师与学生一起探讨产品的包装带来的负面效应.比如说有 些广告夸大其词，有欺骗消费者的倾向，广告的成本和对产品的包装 增加了产品本身的价格 Scanning部分通过比较body shop和其他 化妆品的包装，来突出body shop产品的朴实无华和产品价格的相 对便宜。这部分教师除了利用课本中所提供的素材和

5、练习之外，师生 间用问答方式则更好。建议文中的填词部分放到课文整体阅读和理解 之后进行，这不仅提高教学效果，更重要的是符合学生思维发展的循 序渐进规律，让课堂的发展更有层次和合理。接下来的环节是 Further un dersta nding of the text。学生在这一环节里，可以用 适当的形容词来描述其他化妆品包装。这个设计安排既可以回顾课文 的主要内容，还可以看出学生的理解是否准确， 很多精彩的智慧火花 会在这一刻出现；这样安排的另一目的是为下一课时Ianguage部分 作准备。Con solidation and con clusio n指导学生完成课文后 的Scanning部分

6、的其他练习。Post-reading安排学生讨论：同时 推荐学生阅读补充材料：见链接4 链接1 说明：对课文背景知识的介绍。 Anita在英？ 的政治及商？ I地位相？ 高，有些？ a? I ?子甚至 以狂？崆易砸？槭恰？硇稳菟？，？於？ 拥？嘶？ K不 ？ Anita ？ 砣魏卫？，行？ N 全球的 The Body Shop 仍然？ 嶂造斗？鹘y、反？嗤？的？ ？樱徊簧偃速|疑，Anita的行？脚c 管理模式有？商？|利益，在她看？恚？酋切只？亍冈？ t。 Anita的童年1942年出生於英？ 海？的小？ h普？ D, Anita是？ x 大利移民後裔，？男【驮诟改杆？的餐？ d？ e？

7、L大，餐？ d就是 家庭的延伸，？ r少有假期？ 罚？餐？ d的？ I ? I ? r？ g？那宄 课妩c，一直到最後一名？客？ x？ _才打烊，比其他餐？ d？ L得？ S 多（正常都 AM9:OOPM7:O0。10？ q？ r 父？ H去世，母？ H? b I 著 兄弟姊妹？更努力地？ I餐？ d, ？男【驮谀赣H的身教下，？ I 悟到所？八的交易，母？ H更期？ S他？要？ 湟？谩梗？ 更要有？造力，才不？庸庸碌碌？八一生。除此之外，母？ H在 ？ r民？ L相？保守的英？，就有挑？鹘y? c公？嗔挠 ？猓? 拥奶到|，也造就了 Anita不？嘞蚬?嗔卩?穡? o? 是？校、教？，甚至?

8、 H? C?。Anita 的青春就 ? x?W院的Anita喜？g教? 更? 勐眠，因此，？探桃 欢？ r? g後，就？ _? 17.?赡甑穆眠? v程；？勐眠的她相信， 每段旅程都？?？_? 新的思？ S回到家？ I ? J? R了 Gordon Roddick也是？ F在的丈夫，？ K? _始交往、生子？ K? Y婚。一直至 今，Anita仍?勐眯校？她相信，每段旅程，或？ S面？ 胬怼11. 蛟S面？ I ?眨？都是新的？ _? ; ? F在的她也更相信，唯有借助 旅？的力量，才能不？嗵嵝炎约好馐茇?婪之侵？ g。除了 ？ r的 餐？ d及旅？之外，Anita曾有？ C?到以色列的集？

9、w? r?鲞M 行教育？文的研究，？毀?地？ M行研究的期？ g, ? _? 17.? Anita ? A 干？八的？ J? R及？ W , ?毀集？ W? r?龅 慕?, ? Anita ? w? J到？邸?印？八、服？张c大地是如此的 ? o密？ 丫合在一起，而且其所？造出？淼囊饬x及？ r值，？八非 ? H止於?人成就？ c利益，？ e目四？，每天都可以？呐c其他同 仁的互？又校? V?到的更？人？ o法？ A期的？ |西。童年的餐？ d、 年？ p? r 的？ ? v 以及集？ W? V?的?，成就了 Anita ? 一? o 二的精神，也是 The Body Shop品牌精神延？ m

10、 The Body Shop的 起源？ c? Q生The Body Shop是在1976? Q生的，第一家？ T市位於 布？ R? D,成立至今全球超？八2070家？ T市，服?樟顺？八7千7 百？ f客？簦?如此的成就背後，包含了 ？ S多？猿旨？嵴。草? 的初衷只是？渭？地？椭？丈夫Gordon? A?簦阂？赡甑 ? r? g? T? R? M越南北美洲，因此，Anita ? 起家庭生？，？ K? R 集？八去旅？ ?中的？ I ? F:世界各地？ S多女性，都是以天然蔬 果原料保？ B，且效果？ O佳，因此，Anita ? Q定仿效其法？ K? _? I 成？榧?天然配方的？ o? w

11、? o?保？ B品。第一家店？?？_始 ? H有 20? N? a 品，Anita 首？ _? r 先例，？ 19.糠 N 商品分？ e 以5? N容量分？ b，?消？ M者有更合？ m的？ x?瘢煌? r，也可 ?列架上的商品填？ M除此之外，身受母？ H影？的Anita，? 氐茁? s原？t，以重？使用回收瓶的做法，捍？l?h保理想。 ? N多年？恚? ?I理念：天然成分及？ h保精神， 仍？ f ?猿种？。Anita的？ W?之旅由第一家？ T市？ _始，至今不曾 停？唷 ? 、蟮呐？性不？ H? V?如何？ I事？ I，更加其？ c 人？喑浞纸丫合。Anita ?牟辉？以生 意人自居，

12、？ 1980年 ?始就？ e? O投入推？ V社？八公平交易？?？（社？八公平交易 ? 是一 ? L期？绦械挠？?？，以直接？褓？合作社？八？ u造 的原物料或商品，？砉?店？ e?售的商品，不透？八第三者，以保 障?地？八民的工作？ C?及所得，？K可？渌?得作？檣？八 建？ 0的？ C?，以增？ M? 地？八民的生活品？ |。Anita ?守 ? ?而不？ F大、合理又天然的？ I原？ t，深？訣? 地 居民的喜？郏? K於1984年上市。成？檣鲜泄？司的The body shop更？用其影？力，致力於追求道德良心企？ I？ K以？ 人？所居住的世界更美好？榕？力目？恕？ The body

13、 shop ? 7.试 ? S? O在格拉斯哥（Glasgow）的？ F小？，就是一 ？ 以良心出 ? l的典？，而消？ M者? I行？橐彩浅鲮兜赖逻x?瘢？也是The Body Shop企？ I成功的要因之一。 链接3说明：本部分建议采用任务型阅读教学方法。通过略读、 扫读、细读等不同手段来提高学生的阅读理解能力，从而培养学生的 阅读技巧。 Teaching procedures Step One SLudems report: describe the packaging of the cosmetic products Ask Lhe students to g ive Lheir op

14、inions on Lh已 packagiiig Step 1wo Skimming Skim the text and do EX A. B , at the same time learn about the new words in this section. Questions for the students to consider and answer 1. What are the bad side of the packaging you find in the text 2. Do you think the packaging is necessary? Why? 3. T

15、he packag ing of the products in the body shop, why do we say it is revoluLionizing? 4. Wfiat do you prefer to buy? Sca nning 1. True or False exercise on P. 2教师在进行这一部 分练习时，不光只是带领学生练习，更重要的是要通过设问引领学生 进入课文。如：The body shop: 1. They do not test products on animals 2. They think packaging is unimportant

16、3. They describe their products have n ever spe nt money on advertis ing 4. They often hold campaigns on pro-environment topics Other cosmetics compa ni es: 1. They test some products on an imals 2. Their packaging mydouble the cost of a product 3. They spend millions on advertising 4. They try to s

17、ell you dreams 5. Their main aim is to make money 通过这样的讨论，我们可以让学生在考虑问题和阅读课文的时候，将 对于课文的理解立体起来，不但看到了表面的一些东西，而且加深对 于课文的理解。2. Read and thi nk这部分的练习主要是对于课文 细节的把握，教师依然可以采取师生互动的方式进行。1. Do you think that the advertis ing of the products is completely truthful? 2. What are the main concerns for most of the c

18、osmetic compa ni es? 3. What are the revoluti onizing con cepts of An ita Roddick? 3. Assig nment: Read the suppleme ntary readi ng to know more about the founder of body shop Anita Roddick.见链接 4。 链接4说明：关于的补充阅读材料，拓展学生的阅读能力，并加 深对课文主题的理解。Dame An ita Roddick Fou nder of The Body Shop I was born in Litt

19、lehampt on in 1942. As the child of an Italia n immigra nt couple in an En glish seaside tow n, I was a natural outsider, and I was drawn to other outsiders and rebels. James Dean was my schoolgirl idol. I also had a strong sense of moral outrage, which was awakened whenl found a book about the Holo

20、caust at the age of ten. I tra ined as a teacher but an educati onal opport unity on a kibbutz in Israel eve ntually turned into an exte nded worki ng trip around the world. Soon after I got back to England, my mother introduced meto a young Scotsma n n amed Gordon Roddick. Our bond was in sta nt. T

21、ogether weope ned firsta restaura nt,and the n a hotel in Littlehampt on. We married in 1970, me with a baby on my back and another in my belly. I started The Body Shop in 1976 simply to create a livelihood for myself and my two daughters, while my husba nd, Gordon, was trekking across the Americas.

22、 I had no training or experie nee and my only bus in ess acume nwas Gordon s advice to take sales of 300a week. Nobody talks of entrepreneurship as survival, but thats exactly what it is and what n urtures creative thi nking. Running that first shop taught me bus in ess is not financial scienee, it

23、s about trading: buying and selling. It s about creating a product or service so good that people will pay for it. Now30 years on The Body Shop is a multi local bus in ess with over 2.045 stores serv ing over 77 milli on customers in 51 different markets in 25 differentIanguages and across 12 time z

24、ones. And I haven t a clue how we got here! It was n t only econo mic n ecessity that in spired thebirth of The Body Shop. My early travels had give n me a wealth of experienee. I had spent time in farming and fishing communities with pre-industrial peoples, and been exposed to body rituals of women

25、 from all over the world. Also the frugality that my mother exercised duri ng the war years made me questio n retail conventions. Whywaste a container when you can refill it? And why buy more of someth ing tha n you can use? We behaved as she did in the Second World War, we reused everything,we refi

26、lled everything and we recycled all we could. The foundation of The Body Shops en vironmen tal activism was born out of ideas like these I am aware that success is more tha n a good idea. It is timing too. The Body Shop arrived just as Europe was going green . The Body Shop has always been recognisa

27、ble by its green colour, the only colour that we could find to cover the damp, mouldy walls of my first shop. I ope ned a sec ond shop within six mon ths, by which time Gordon was back in En gla nd. He came up with the idea for self-financing more new stores, which sparked the growth of the franchis

28、e network through which The Body Shop spread across the world. The company went public in 1984. Si nee the n, I have bee n give n a whole host of awards, someI understand, someI don t and a couple I think I deserve. Busin esses have the power to do good. That s why The Body Shop s Missi on Stateme n

29、t ope ns with the overridi ngcommitme nt, To dedicate our bus in ess to the pursuit of social and environmental change. We use our stores and our pr oducts to help com muni cate huma nrights and en vir onmen tal issues. In 1993 I met a delegati on of Ogoni people from Nigeria. They were seek ing jus

30、tice and reparati ons aga inst the gia nt oil mult in ati onal Shell that was ravag ing their lands through oil exploration and production.Working with other NGOs,we turned their campaig n into an in ter nati onalcause celebre. Tragically, the Ogoni s key spokesperson, KenSaro-Wiwa and 8 other Ogoni

31、, were executed in 1995 by the Nigerian Government. But our campaign continued and eventually 19 other imprisoned Ogoni were released. In 1997, after 4 years of unrelentingpressure, Shell issued a revised operating charter committing the company to huma nrights and susta in able developme nt. A year

32、 later, they laun ched their Profits and Pr in ciples advertis ingcampaig n declaring their recognition of the interestsof a muchwider group of stakeholders in our bus in ess . I like to think we had a hand in getting Shell to think about what it really means to be a corporate citizen. In September

33、2001 I joined forces with The Body Shop and Gree npeace, and many thousa nds of other orga ni sati ons and in dividual con sumers in an intern ati onal campaign against Exxon-Mobil (Esso), the world s largest oil and gas compa ny, and No 1 Global Warming Villa in . This is the compa ny that refuses

34、to accept a direct link betwee n the burning of fossil fuels and global warming, and that has turned its back on investing even a single penny on renewable alter natives, such as wind and solar. For me, campaig ning and good bus in ess is also about putt ing forward soluti ons,not just oppos ing des

35、tructive practices or huma nrights abuses. On ekey area where mybus in ess and pers onal in terestsn aturally comb ine is through The Body Shop com munity trade in itiatives. It all started in 1989 when I attended the gathering at Altamira of Amaz onian In dia n tribes protesti ng aga inst a hydro-e

36、lectric project which would have flooded thousa nds of acres of rain forest,submerg ing n ative Ian ds. There had to be someth ing practical I could do to help these people preserve their environment and culture. Nuts? Specifically brazil nuts, which the In dia ns gathered susta in ably from the for

37、est and which whe n crushed produce a brilliant oil for moisturising and con diti oning. This first trad ing relati on ship with forest people, unu sed to any real commercial activity, was fraught with pitfalls and dan gers. But 13 years on we re still tradi ng with them and have eve n set up a Gree

38、 n Pharmacy project produc ing remedies based on traditi onal kno wledge of forest pla nts ? C reduc ing depe ndency on in appropriate and expe nsive modern pharmaceuticals.Every year I travel to a number of our projects. In November 1999 I visited our Ion g-term part ners Teddy Exports in souther n

39、 In dia and GPI in Nepal and our new partners, the Chepangindigenous people who grow herbs for our Ayurvedic range. In January 2001 I visited the 130 sesame seed oil farmers in Nicaragua who receive a fair and stable price for their seed. As a result the farmers have built up a susta in able bus in

40、ess that as well as offeri ng market ing clout, runs a subsidised store, a credit union, and employs a Cuba n agrono mist specialis ing in orga nic methods. The deal with The Body Shop isntgoing to makethe farmers financially rich, but it does enable them to maintain their chosen way of life and thr

41、ough co- operation achieve autonomy. I mimmensely proud of our efforts to makefair or commu nity trade relati on shipsmore main stream. The Body Shop now has 29 such projects in 23 coun tries and we aim to develop more. The Body Shop and I have always been closely identified in the public mind. Toda

42、y, it is impossible to separate the compa ny values from the issues that I care passionately about? C social responsibility, respect for humanrights, the environment and animal protection, and an absolute belief in Commu nity Trade. But The Body Shop is not, and nor was ever, a one-woman-show? C it

43、s a global operation with thousands of people working towards commongoals and shari ng com mon values. That s what has give n it a campaigning and commercial strength and continues to set it apart from main stream bus in ess. Though I no Ion ger sit on executive committees, I still spend time on The

44、 Body Shop bus in ess. I source new products duri ng travels abroad, work as part of the creative team and spearhead campaig ns. And I constantly question myself: how can I bring values into an industry that is certainly not values-laden? The only way I can do it, is to perhaps bring back an idea fo

45、r a trading initiative with an economically impoverished community in Mexico or Africa, or find inspiration for a new company commitment, just as my 1990 trip to Romania spurred the Romanian Relief Drive (now called Childre n on the Edge) and a visit to Glasgow led to our part nerships with Soapwork

46、s a local factory that produces our soaps. The most exciting part of my life is now? C I believe the older you get, the more radical you become. There s a Dorothy Sayers quote I love,“A womarin advancing old age is unstoppable by any earthly force ” .In November 1999 , I flew to Seattle to speak out aga inst the role of the World Trade Organisation and witnessed the Battle of Seattle . I m fasc in ated by the publishi ng in dustry: in 2000 I published my autobiography Bus in ess an