高级综合商务英语unit 4.ppt

1、Unit Four Information Technology,1,Lead-in Text A: Silicon Valley Visionary Who Put Apple on Top Text B: Nokia at the Crossroads: Blazing Platforms,2,Lead-in,3,Lead-in,Are you using a smart phone, such as the iPhone or the Samsung Galaxy? What applications do you use most often? Do you think the usi

2、ng of smart phone has changed your life style?,4,Lead-in,Discussion: What are the pros and cons of using smart phones?,5,Text A Silicon Valley Visionary Who Put Apple on Top,6,Structural Analysis,7,Part I Questions about Part I,Q1. Why had the comeback of Steve Jobs stirred up such an excitement? Th

3、is was not the first time of comeback for him to Apple. Little more than a decade earlier, he made his first comeback and turned Apple from going bankruptcy to an enormous successful company. Therefore his recovery and comeback were highly anticipated.,8,both Mr. Jobs career and Apple,were widely co

4、nsidered washed up, their relevance to the future of technology written off both in Silicon Valley and on Wall street. (Line 4, Para. 2) Both his career and the company he founded were widely considered to have come to an end, and he would have nothing to do with high-tech in the future in the eyes

5、of silicon valley entrepreneurs and the Wall Street investors.,Part I Sentence Interpretation,9,the level of anticipation whipped up in advance of the January event was unusual . (Line 1, Para. 3) The level of excitement for expecting his return was extraordinary, which had already become heated bef

6、ore he stepped onto the stage in January.,Part I Sentence Interpretation,10,cap (Line 2, Para.1) v. lie at the top of example: He capped his friends story with an even more exciting one. She capped her rage when she heard her husbands cheating on her.,Part I Words and Expressions,11,sideline (Line 1

7、, Para.2) v. remove from the center of activity or attention 使靠边，使降格，不重视 example: He was under pressure to resign and was about to besidelined. What they fear is that environment policy will besidelined until it is too late.,Part I Words and Expressions,12,emaciated (line. 2, para.2) adj. extremely

8、thin and weak because of illness or lack of food 骨瘦如柴的 example: .horrific television pictures ofemaciatedprisoners. The animals had lost weight noticeably, becoming lean, almostemaciated.,Part I Words and Expressions,13,wash up (Line 5, Para.2) wear out completely 耗尽，结束 example: I hardly believe the

9、 fact that their relationship has been washed up.,Part I Words and Expressions,14,write off (Line 6, Para.2) to decide something is unimportant or useless and they are not worth further serious attention 摒弃 example: He is fed up with people writing him off because of his age. His critics write him o

10、ff as too cautious to succeed.,Part I Words and Expressions,15,whip up (Line 2, Para 3) deliberately cause and encourage people to feel a certain emotion 煽动, 激起 example: to whip up enthusiasm He accused politicians of whipping up anti-foreign sentiments in order to win right-wing votes.,Part I Words

11、 and Expressions,16,Q1. In many critics eyes, what special talent did Steven Jobs have (Para. 4)? He has the ability to turn technologies into perfect products and convince people to buy IT gadgets that they even have no idea they needed.,Part II Questions about Part II,17,Q2. How did Apple now rule

12、 its new kingdom? (Para. 10-11) By deciding which apps are available in its online store, and setting the rules for how those apps are developed, Apple now ruled its new kingdom.,Part II Questions about Part II,18,A rebuttal of Francis Scott Fitzgeralds much-quoted aphorism that there are no second

13、acts in American life does not come more decisively than this. (Line 1, Para. 6) Famous writer F.S Fitzgerald once said there are no second acts in American life and it was agreed by many people. However, the life experience of Steve Jobs is a perfect example to show that the statement is not true.,

14、Part II Sentence Interpretation,19, his formative role in popularizing the personal computer, and Apples initial pubic offering on Wall Street made him the tech industrys first rock star. (Line 4, Para. 6) his pioneering role at the beginning stage of personal computer industry, and the companys lis

15、ting in the stock marketmade him a big iconic figure in the tech industry.,Part II Sentence Interpretation,20,he has secured his place in the foremost ranks of the West Coast tech titans . (Line 1, Para. 7) Undoubtedly, he is regarded as one of the leading figures of West Coast IT giants ,Part II Se

16、ntence Interpretation,21,of all the fingers that Apple has poked into Microsofts eyes over the years, none can have rankled as much as the early success of the iPad. (Line 1, Para. 8) Of all the challenges that Apple has raised against Microsoft and of all the successes that Apple enjoyed during the

17、 competition with Microsoft, the early success of the iPad is the bitterest for Microsoft to accept.,Part II Sentence Interpretation,22,His ability to get consumers to line up for products conjured from nothing paying premium prices, and in uncertain economic times draws accolades even from rivals.

18、(Line 3, Para. 12) He has an ability to get consumers to queue in lines, to pay higher prices even at times of economic uncertainty, just for want of the Apple products. Such ability has won praise for him even from his rivals.,Part II Sentence Interpretation,23,disparagingly (Para. 4) adv. in a dis

19、paraging manner 轻蔑地, 蔑视地 disparaging adj. expressive of low opinion example: He was critical of the people, disparaging of their crude manners. disparaging remarks about the new house,Part II Words and Expressions,24,rebuttal (Para. 6) n. a statement that gives reason why an accusation or a charge a

20、gainst you is untrue 辩驳，反驳 example: He is conducting a point-by-point rebuttal of charges from former colleagues.,Part II Words and Expressions,25,exert greater sway (Para. 7) have a greater influence on 有更大的影响力 example: Developed countries exert greater sway over the issues of maintaining world pea

21、ce.,Part II Words and Expressions,26,rankle (Para. 8) v. make resentful or angry because you think it was unfair or wrong 令人愤怒 example: The injustice rankled her. The insult that his sister hurled at him still rankled in his mind.,Part II Words and Expressions,27,digerati (Para. 10) n. people who ea

22、rn large amount of money through internet-related business 电子商务精英，计算机行家 example: With bloggers, developers and other members of the digerati looking for more, this new technology can help take it to the next level.,Part II Words and Expressions,28,conjure (Para. 12) v. If you conjure sth. out of not

23、hing, you seem to make it appear by magic 变魔术般创造出 example: Icantsimplyconjureupthemoneyout ofthinair. Jeancanconjureupagoodmealinhalfanhour.,Part II Words and Expressions,29,Q1. What kind of spiritual beliefs exerted a heavy influence on Steve Jobs? (Para.15)? His spiritual training of Zen Buddhism

24、has played an important role in his life.,Part III Questions about Part III,30,There was little in Mr. Jobs beginnings that gave a hint of what was to come. (Line 1, Para. 14) From Mr. Jobs early life we couldnt find much sign or indication of his later success.,Part III Sentence Interpretation,31,M

25、r. Jobs spiritual aspirations left him with little use for either shoes or soap for long periodsto the distress of co-workers. (Line 2, Para. 15) Because of his spiritual beliefs, for a long time, he seldom wore shoes or took a showerit was quite a distress to his co-workers.,Part III Sentence Inter

26、pretation,32,fledgling (Line 5, Para. 14) adj. young and inexperienced example: .the sound practical advice he gave tofledglingwriters. Hewaschosenin1996, beginning histrainingforChinasfledglingspaceprogram.,Part III Words and Expressions,33,eschew (Line 6, Para. 15) v. deliberately avoid doing sth

27、or becoming involved in sth. 避免，回避 example: A civilized leader musteschewviolence. Eschewfatteningfoodsifyouwanttolose weight.,Part III Words and Expressions,34,floundering (Line 4, Para. 16) adj. if something is floundering, it has many problems and may soon fail completely 陷入困境 example: The econom

28、y wasfloundering. Men and horses wereflounderingin the deep snow beside the road.,Part III Words and Expressions,35,Q1. What are the qualities of Steve Jobs that enabled him to achieve such a tremendous success (Para. 17-26)? Never stopping pushing forward, he was brave, courageous and obsessive to

29、details. He was also a perfectionist. Later his style changed a little, and he had become more pragmatic and learnt to compromise when necessary.,Part IV Questions about Part IV,36,Those who have labored under him describe him as a stern taskmaster who understands the art of the possible, rather tha

30、n a long-range visionary. (Line 2, Para. 17) Those who have worked under him describe him as a strict task master who knows what is possible to achieve at the moment, not someone who always focuses on the future.,Part IV Sentence Interpretation,37,A lieutenant who left this year describes how the Ap

31、ple boss can become more fixated in finding flaws in an icon on a screen than in the program it represents. (Line 1, Para. 20) An assisting staff who left this year said that Steve sometimes would put more emphasis on finding flaws of the design of an icon than the program it represents.,Part IV Sen

32、tence Interpretation,38, but the greater sense of expediency reflects Apples new place in the world. (Line 1, Para. 23) , but becoming more pragmatic and choosing to do what is more convenient rather than what is believed to be right reflects Apples new approach in operation as its place in the busi

33、ness world changed.,Part IV Sentence Interpretation,39, though the reversal also seemed calculated to appease developers who might otherwise turn more attention to creating apps for phones running Googles software. (Line 4, Para. 26) , though the removal of the requirement seemed carefully planned s

34、o as to gain good will of software developers who might otherwise turn to create apps for other phone companies.,Part IV Sentence Interpretation,40,culmination (line 1, para. 17) n. something, especially something important, ofan activity, process, or series of events, happens at the end of it 结局，高潮

35、，顶点 example: The show marked theculminationof months of hard work. The reforms marked the successfulculmination of a long campaign.,Part IV Words and Expressions,41,call the shots (Line 1, Para. 19) to give orders or to be in charge 操纵，掌握，发号施令 example: Typically, a single company cannotcallthe shots

36、that transform an industry. “Who is calling the shots in this house?”,Part IV Words and Expressions,42,fixated (Line 3, Para. 20) Fixate v. pay attention to exclusively and obsessively, become fixed on 关注，注视，使固定 example: The media are fixating on Princess Dianas death. If you are too fixated on some

37、thing, you might miss a car coming around the corner and fail to jump out of the way.,Part IV Words and Expressions,43,buoy (Line 2, Para. 24) v. keep afloat with a buoy; if someone in a difficult situationis buoyedby something, it makes them feel more cheerful and optimistic 支撑，鼓励，使浮起 example: The

38、party did little tobuoyup her spirits. German domestic consumptionbuoyed the German economy.,Part IV Words and Expressions,44,dismissive (Line 1, Para. 25) adj. showing indifference or disregard 轻视的，鄙视的 example: Her manner was coldlydismissive. She might have been lessdismissiveof my talents if he c

39、ould have seen my latest achievements.,Part IV Words and Expressions,45,calculated (Line 15, Para. 26) adj. carefully thought out in advance 精心策划的，蓄谋的 example: Irenes cleaning the floor had been acalculatedattempt to cover up her crime. .acalculatedand coherent strategy for winning power,Part IV Wor

40、ds and Expressions,46,appease (Line 15, Para. 26) v. try to stop some from being angry by giving them what they want 使平息，使和缓，安抚 example: The move was widely seen as an attempt toappeasecritics of the regime. The government tried toappeasediscontented workers.,Part IV Words and Expressions,47,Text B

41、Nokia at the Crossroads:Blazing Platforms,48,Structural Analysis,49,I. Discussion 1. What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone?,Exercises I. Speaking,50,The first generations of modern mobile phones were purely devices for conversation and text messages. The money lay in designing desirable handsets, manufacturing them cheaply and distributing them widely. This played to European strengths. And Nokia has been a highly efficient man