英语泛读教程4Unit 4 Cigarette.pptx

1、1CigarettesSmile?Smoking?2cigarettes345AmericaMarlboru万宝路 HILOTON希尔顿KENT 箭牌 6Britain555 三五 CIGARONNE 雪茄龙SOBRANIE 绿莎拉 7JapanMILD SEVEN 七星CAMEL 骆驼 KoreaESSE 爱喜 GermanyDAVIDOFF大卫杜夫 8China9Smoking and Health10Today cigarette smoking is a widespread habit all over the world. It is reported that recently

2、smokers make up one quarter of the worlds population.While in China, 33.9 percent above the age of 15 are smokers. Its a very serious problem because not only the old, the youth, but also middle school students and girls have been engaged in smoking.11Harma threat to public healthOne of the major ca

3、uses of many kinds of diseases:cancer of the lung, bladder膀胱, mouth, voice box(喉头), throat, kidney肾脏, cervix颈 and bowel肠, heart attack, circulatory血液循环problems, stroke中风A threat to public health, especially to women and children.12Health issuesNicotine, the primary psychoactive chemical in cigarette

4、s, is addictive. Cigarette use by pregnant women has also been shown to cause birth defects (which include mental and physical disability). On average, each cigarette smoked shortens lifespan by 11 minutes and half of smokers die early of tobacco-related disease and lose, on average, 14 years of lif

5、e.13ConsumptionApproximately 5.5 trillion cigarettes are produced globally each year and are smoked by over 1.1 billion people or greater than one-sixth of the world population. While smoking rates have leveled off or declined in developed nations, they continue to rise in developing parts of the wo

6、rld. Smoking rates in the United States have dropped by half from 1965 to 2006 falling from 42% to 20.8% of adults. In the developing world, tobacco consumption is rising by 3.4% per year.14Anti-Smoking Campaigns15China In 2003 Tobacco-Free-School CampaignBoth students and teachers are strictly proh

7、ibited from smoking Toward a Smoke-free China 16USATo establish in-house programs to fight tobacco use at the local, regional and national levelsTo enact peer teaching programs, forcing youth to defend themselves against the onslaught(突击) of advertising and peer pressureTo prevent youth smoking thro

8、ugh the websites and school-based educational programsTo help empower(授权)those suffering from tobacco addiction to quit successfully, through the websites and other educational venues17Give up smoking! If you dont smoke, dont start. Give up smoking!for the sake of your health, for the sake of your f

9、amily, for the sake of the whole world!18now the condition about the cigarette19From this introduction We can see ,the cigarette have a long history .but it is bad to our healthy It can make the harmful hurt to us. We have better reject the cigarette and take care of our body . Let s have a healthy

10、life 20Legal smoking age for countries around the worldAsiaCountry / Region De jure法律上 Smoking Age Purchase Age Armenia None 18 Bangladesh 15 Hong Kong None 18 India 18 Republic of Korea 19 Japan 20 Jordan 18 Kuwait 21 Macau 18 Malaysia 18 Mongolia 16 Singapore 18 Taiwan 18 21QuestionsWhy do people

11、smoke? Do you smoke?Are there any smokers in your family?Whats your reaction when he/they smoke? Would you persuade him/them out of smoking? If so, How?When you choose a husband or wife, would you take a smoker into consideration?22Many teenagers start smoking due to peer pressure.Nicotine makes peo

12、ple feel energized and alert. Smoking also produces psychological dependency Smoking is a social activity Tobacco advertising 2324Man Always Remember Lovely Because Of Romance Only.Marlboro2526Marlborois a brand of cigarettes made by Philip Morris USA within the US, and by Philip Morris Internationa

13、l (outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.The brand is named after Great Marlborough Street, the location of its original London Factory. Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing plant.Philip Mo

14、rris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a womans cigarette based on the slogan Mild As May.27Marlboro is the largest selling brand of cigarettes brand in

15、the world. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.28The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish firm holds on t

16、he cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.29During the 1950s Readers Digest magazine published a series of articles that linked smoking with lung cancer. Philip Morris, and the ot

17、her cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented Marlboro Country and distilled their manly imagery into the rugged cowboys known as the Marlboro Men. The famous slog

18、an used on radio and television during the mid3031 The brand is named after Great Marlborough ma:lbr 马尔堡 Street, the location of its original London Factory is now the location of the largest Marlboro cigarette manufacturing plant.MARLBORO万宝路32 Philip Morris launched the Marlboro brand in 1924 33品牌种

19、类 34从“淑女”到“牛仔” 万宝路香烟35“Man Always Remember Lovely Because Of Romantic Only”“Mild As May” 像五月天气一样温和36红色的烟嘴与你的嘴唇和指尖相配 Beauty Tips to Keep the Paper from Your Lips.37主题策划人：李奥贝纳 将万宝路香烟改变定位为男子汉香烟38粗犷、豪迈、英雄气概的美国西部牛仔万宝路139万宝路24041哪里有男士哪里就有万宝路Where there is a man, there is a Marlboro42Why Marlboro succeed?1

20、.Repositioning 2. Advertisement 3. Sponsorship 4.globalization431. Repositioning44 In the 1920s, advertising for the cigarette was primarily based around how ladylike the cigarette was. It was regarded as a womans cigarette, based on the slogan “Mild As May” 45 Beauty Tips to Keep the Paper from You

21、r Lips. One of the features of Marlboro cigarettes at the time was a red tip, which hid lipstick marks that women would leave while smoking.46 In 1950s,One survey showed that smokers are easier to suffer from various diseases such as lung cancer, heart attack than non-smokers, even to die. The cigar

22、ette contains plenty of nicotine which can destroy the immunity system of human beings. And the nicotine results in the immunity decrease. Once the immunity system is weakening, people are easy to fall ill. Moreover smokers are easy to get addicted and can not control themselves.4740%20%There have b

23、een over 20 millionsmoking deaths since this warning.ational Center for Health StatisticsFor MenFor WomenSmoking Since The 1964 Warning48 After scientists published a major study linking smoking to lung cancer, Philip Morris repositioned Marlboro as a mens cigarette in order to fit a market niche(市场

24、定位) of men who were concerned about lung cancer, but not wanting to admit it. Man Always Remember Lovely Because Of Romance Only.Marlboro495051522. Advertisement53 Advertisement represents the worlds most recognized brand with the companys aggressive advertising campaigns, the quality of these cigar

25、ettes is also very high and they tend to have distinct taste many people find special and tend to stick to the during all their lives. 54 The Advertisement presents a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the

26、first in this series. 55563. Sponsorship57 To build up a good image of Marlboro, Philip Morris corporation sponsored formula and other racing series and participated many public activities. So the brand had been graved in peoples hearts, especially the 18-29 male smokers. 5859604.globalization61 The

27、 success of Marlboro is mainly benefited from the strategy of globalization .To gain the advantage of cost and scale , Marlboro carried out localization in manufacturing and marketing. The main methods were to invest directly ,set up joint venture of cigarette and authorized the other local company

28、to produce and sell Marlboro cigarette so as to sharing the global cigarette markets. In 1990s, merger and acquisition of cigarette company help Philip Morris company expand his overseas market especially in eastern Europe, Asia and America. 62NorwayColumbiaSwedenin South Africa4520million2560 milli

29、onmergerpurchase some brands of tobacco silkacquire second largest tobacco companymerge match company s nose smoketobacco silks businessIn 2009,Pillip Morris company continued to promote merger and acquisition（收购兼并） and reconstruct. 63Teaching Objectives and RequirementsYou will learn the harm that

30、smoking may do to human health, the anti-smoking campaign in the western world and the related situation in Asian countries.You will learn some of the words related to the topic of text and the use of long nominal phrases with the structure of A Noun Phrase +That Clause as appositives .You will also

31、 learn how western leaders and western cigarette-makers are trying to force open the Asian market. 64You will be given 3 minutes to skim and scan the text and answer the following questions:1. Who is the Marlboro Man? What does the author mean by Greener Pasture?2. In the first para, the author high

32、lights the striking contrast between the situations that tobacco industry faces in the United States and in Asia. Why the author should bring forth the contrast?3. Do industrial critics really know the business prospect of tobacco industry around the world?654.What does the lunchtime scene in Seoul

33、disclose to the you?5.How does the author convince the readers that for the worlds cigarette makes, Asia is the future or their savior?6.How does the author rectify that smoking is fashionable in Asia and that to smokers in Asia status matters far more than taste?7.How does the anti-smoking campaign

34、 get along in Asia?8.Why does the author say that it is still too earlier to judge Clinton Administration on the issue of American pursuit of the tobacco industrys agenda abroad?66In the beginning paragraph, the author presents readers with a striking contrast: in the United States, anti-smoking cam

35、paign launched by lawmakers and health advocates are trying hard to put cigarette advertisements out of business, but in Asia cigarette smoking is very popular. 67be under siege: be surrounded and attacked. With the use of this phrase, the author is showing how difficult a situation cigarette-makers

36、 are experiencing at the moment: they are somewhat like facing a fate of being defeated in a battle. 68Industrial critics who hope that the multinational tobacco companies are headed for extinction owe themselves a stroll down the tobacco-scented streets of almost any city in Asia: The industrial cr

37、itics hope that the multinational tobacco companies are now faced with a sharp decline in the size of the market of their product, but if they take a stroll down the streets of any city in Asia they will be surprised at the fact that cigarette-smoking are very popular in Asian countries: almost ever

38、ywhere in a city they can smell the scent of tobacco.69the evidence of a booming Asian growth market that promises vast profits for the tobacco industry and a death toll measured in tens of millions: this is a noun phrase used in the sentence as an appositive. Here the author means that the thick sw

39、irling gray haze of cigarette smoke is the evidence both for a booming Asian growth tobacco market and a large number of death caused by cigarette-smoking.70a scene that draws distressed stares from older Koreans who remember a time when it would have been scandalous for women from respectable homes

40、 to smoke: When crowds of fashionably dressed young Korean women gather in a fast food-restaurant to enjoy a last cigarette, they will attract stares from older Koreans who feel distressed at the scene since they regarded it a scandal for respectable women to smoke. flock into: get into or enter mer

41、rily. 71trendy: fashionable, keeping to or following the trend of fashion industryleave an audience with: go and meet a monarch formally and officiallytobacco industry projections: an official estimate of the future trend of development of an industry.an alternative to the shrinking market: a market

42、 in a different region of the world which can help to make up for their loss in their traditional market in the west.72, market so huge and promising that they make the once all-important American market seem insignificant: where the market is so huge and promising that .nothing can confer greater s

43、tatus than a pack of American or European-brand cigarettes: with this sentence the author explains why cigarette-smoking is so popular and fashionable in Asia: it is a symbol of social status and is more capable of helping a person appear like a VIP.73gentry: people of good social position next belo

44、w nobility matter far more than: to be far more important thanThe difference appears to be in the packaging, the advertising: This sentence explains why foreign brands are more popular: the factors underlying this phenomenon is not the difference in taste but in packaging and advertising. In other w

45、ords, multinational tobacco companies invest much more money in packaging and advertising so that their products naturally become more popular.launch a campaign: launch an election campaign/ anti-smoking campaign, etc.74indirect promotion: promoting sales indirectly, that is, not through advertiseme

46、nt on mass media but by sponsoring major sport events and so on.skirt the law: avoid violating the law directly. the most coveted target: a market that multinational tobacco companies wanted very much to have a large share.emerging markets: places that begin to have purchasing power.bolster: support

47、75Their campaign has been bolstered by the efforts of American Government trade negotiators to force open: With this sentence, the author means that in the name of advocating free trade among nations, the government of the United States has been trying to force open tobacco markets overseas through

48、its trade negotiation with different nations. In this way they are supporting the sales campaign of their tobacco companies.76Anti-smoking groups in Asia, often critical of the Bush Administration for its aggressive pursuit of the tobacco industrys agenda abroad, say it is too early to judge the Cli

49、nton Administration on the issue: Anti-smoking groups in Asia often criticized the Bush Administration because it had been trying aggressively to force open the foreign market for the tobacco companies of the U.S so that the objectives of these companies concerning the share of foreign tobacco marke

50、t could be realized. Since the Clinton Administration has just taken over the power, it is difficult to say what Clinton Administration will do in this respect. In other words, they think it is too early to make a sound judgment on the attitude of the Clinton Administration towards the problem of fo

51、reign tobacco markets. In the sentence the word groups refer to non-profitable social institutions. 77take stakes: invest money in an enterprise so as to have an interest or sharehas access to 90 percent of the worlds market: is able to sell its product in 90 percent of the worlds marketforeign oper

52、ating profit: profit gained through business operation in foreign markets. nothing less than: almostcash crop: crop that can be easily exchanged for cash.78dwarf malaria: with the use of the word dwarf the author means that cigarette-smoking is going to become a major cause of death more harmful tha

53、n the most serious killer diseases like tuberculosis, malaria, and AIDS. 79Cash crop 经济作物80DefinitionTobacco industryThe tobacco industry refers to those persons and companies engaged in the growth, preparation for sale, shipment, advertisement, and distribution of tobacco and tobacco-related produc

54、ts. 烟草业 81Tobacco marketscommercial activity where tobacco is bought and sold; the customers for tobacco烟草市场82Anti-smoking campaignactivities that are opposed to smoking or that advocate strict regulation of tobacco products due to their associated health risks and addictive potential. 反吸烟运动83Cigarette giants: big companies or organizat