Unit Three famous brand names Learning Objectives 1) To listen to and then talk about business successes 2)To read about brand names 3)To write about a brand-name product 4) To practice reading skills: conceptual meaning 5)To learn and practice paragraph development by process 6) To practice Translating skills: Omission 7) To Learn to write advertisements 8) To visit Culture Salon about brand-name products Passage A Bathtub Battleships from Ivorydale I. Pre-reading Tasks A Introductory Questions 1. What is a bathtub battleship referred to in this passage? 2. Why is Ivory Soap so popular among Americans? 3. How did Proctor& Gamble succeed in promoting Ivory Soap? B Introductory Remarks The writer uses the example of Proctor and Gamble's famous Ivory Soap-to illustrate the potential that lies in mass marketing and cleverly planned advertising and the importance of recognizable brand names. The passage traces the history of Ivory Soap, first produced in 1879, and discusses the slogans which were used to promote it Those slogans, particularly the idea that the soap is so uccessful that they are still I. While-reading activities Points an opinion held about someone or something esp. by people in general; the degree to which one is trusted or admired Massachusetts Institute of Technology has a good academic reputation Bills love affair ruined his reputation She can't accept even mild criticism of her work if you don't mind
1 Unit Three Famous Brand Names Learning Objectives 1) To listen to and then talk about business successes 2) To read about brand names 3) To write about a brand-name product 4) To practice reading skills: conceptual meaning 5) To learn and practice paragraph development by process 6) To practice Translating skills: Omission 7) To Learn to write advertisements 8) To visit Culture Salon about brand-name products Passage A Bathtub Battleships from Ivorydale I. Pre-reading Tasks A. Introductory Questions 1. What is a bathtub battleship referred to in this passage? 2. Why is Ivory Soap so popular among Americans? 3. How did Proctor & Gamble succeed in promoting Ivory Soap? B. Introductory Remarks The writer uses the example of Proctor and Gamble’s famous Ivory Soap-to illustrate the potential that lies in mass marketing and cleverly planned advertising and the importance of recognizable brand names. The passage traces the history of Ivory Soap, first produced in 1879, and discusses the slogans which were used to promote it. Those slogans, particularly the idea that the soap is so pure that it floats, proved so successful that they are still used today. II. While-reading Activities A. Language Points 1. reputation n. — an opinion held about someone or something, esp. by people in general; the degree to which one is trusted or admired Examples • Massachusetts Institute of Technology has a good academic reputation. • Bill’s love affair ruined his reputation. 2. mild a. — gentle, not violent Examples • She can’t accept even mild criticism of her work. • I prefer a mild cigar if you don’t mind
3. status n D)high social position; recognition and respect by others one legal osition, or condition Examples Nurses are undervalued, and they never enjoy the same status as doctors The status of black Americans was not admitted until 1965 when the voting Act was 4. relief: rival--1)1 to equal; to be as good as or reach the same standard as 2) n one who attempts to equal or surpass another; a competitor Examples No computer can rival a human brain Cassette recorders cannot rival CD players in sound quality She and I are rivals for the swimming prize 5. import 1 to buy or bring in from another country Example After entering into WTO, China will import more agricultural products To import from Russia, a firm needs Russian rubles 6. by b The foreigner tried to make himself understood by means of body language Thoughts are expressed most often by means of words 7. notion n an idea, belief, or opinion; concept Have you any notion how much it costs to keep a private ca Some conservatives reject the notion that reform is now inevitable consequently, therefore, thus New methods of packing have become popular. As a result, the amount of wastepaper has Icreased rapidly les dropped. As a result, profits declined 9. bar n. -1) a piece of solid material that is longer than it is wide 2)(a place with) a counter where drinks, esp alcoholic drinks, are served Example What's your favorite chocolate bar Most bars in the hotels serve not only drinks but also light meals 10. exceed v. -to be greater than Dustin Hoffmans performance in Rain Man exceeded all expectations The budget of the research exceeds $700 million a 11 machines 2
2 3. status n. — 1) high social position; recognition and respect by others 2) one’s legal position, or condition Examples • Nurses are undervalued, and they never enjoy the same status as doctors. • The status of black Americans was not admitted until 1965 when the Voting Act was passed. 4. relief: rival--1) v. to equal; to be as good as or reach the same standard as 2) n. one who attempts to equal or surpass another; a competitor. Examples • No computer can rival a human brain. • Cassette recorders cannot rival CD players in sound quality. • She and I are rivals for the swimming prize. 5. import v. — to buy or bring in from another country Examples • After entering into WTO, China will import more agricultural products. • To import from Russia, a firm needs Russian rubles. 6. by means of — by using Examples • The foreigner tried to make himself understood by means of body language. • Thoughts are expressed most often by means of words. 7. notion n. — an idea, belief, or opinion; concept Examples • Have you any notion how much it costs to keep a private car? • Some conservatives reject the notion that reform is now inevitable. 8. as a result — consequently, therefore, thus Examples • New methods of packing have become popular. As a result, the amount of wastepaper has increased rapidly. • Sales dropped. As a result, profits declined. 9. bar n. — 1) a piece of solid material that is longer than it is wide 2) (a place with) a counter where drinks, esp. alcoholic drinks, are served Examples • What’s your favorite chocolate bar? • Most bars in the hotels serve not only drinks but also light meals. 10. exceed v. — to be greater than Examples • Dustin Hoffman’s performance in Rain Man exceeded all expectations. • The budget of the research exceeds $700 million a year. 11. manufacture v. — to make or produce in large quantities, esp. using machines
Examples The local factory manufactures parts for the auto plant TV sets manufactured in China are competitive abroad in price 12. elaborate a carefully worked out E The company offers an elaborate training scheme for new hands. The defendant made elaborate efforts to conceal the fact 13. phenomenon n a remarkable or unusual person, thing, event, etc E: The Beatles were a phenomenon nobody had heard anything like them before a child who could play the piano at the age of two would indeed be a phenomenon sponsor to support an activity by paying for its expenses The contest was sponsored by an auto manufacturer The team is sponsored by Nike, so the players wear the Nike shoes B Sentence Explanation 1. The company keeps a precise count, however, of the billions of dollars it earns(Para 但它(宝洁公司)却准确记载了象牙香皂赚来了多少亿美元 2. It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War(Para. 4). Shortly before the Civil War, and more than twenty years after its foundation, the company's sales exceeded one million dollars IIL After-reading tasks 1. Do some exercises after the text 2. Dictation 3. Practice making sentences with the important words or expressions Passage b Haier Seeks Cool U.s. Image L. Pre-reading tasks A. Introductory Questions 1. Why does the author say that "with a bar of Ivory Soap in your hand, you are holding a chunk of American history 2. What does the title "Bathtub Battleships from Ivorydale" imply? 3. Do you believe that Ivory Soap is really " as widely recognized as the Washington Monument
3 Examples • The local factory manufactures parts for the auto plant. • TV sets manufactured in China are competitive abroad in price. 12. elaborate a.. —— carefully worked out Examples • The company offers an elaborate training scheme for new hands.. • The defendant made elaborate effortsto conceal the fact.. 13. phenomenon n. — a remarkable or unusual person, thing, event, etc. Examples • The Beatles were a phenomenon ― nobody had heard anything like them before. • A child who could play the piano at the age of two would indeed be a phenomenon. 14. sponsor v. — to support an activity by paying for its expenses Examples • The contest was sponsored by an auto manufacturer. • The team is sponsored by Nike, so the players wear the Nike shoes. B. Sentence Explanation 1. The company keeps a precise count, however, of the billions of dollars it earns (Para. 3). 但它（宝洁公司）却准确记载了象牙香皂赚来了多少亿美元 。 2. It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War (Para. 4). Shortly before the Civil War, and more than twenty years after its foundation, the company’s sales exceeded one million dollars. III. After-reading Tasks: 1. Do some exercises after the text. 2. Dictation. 3. Practice making sentences with the important words or expressions. Passage B Haier Seeks Cool U.S. Image I. Pre-reading Tasks A. Introductory Questions 1. Why does the author say that “with a bar of Ivory Soap in your hand, you are holding a chunk of American history” ? 2. What does the title “Bathtub Battleships from Ivorydale” imply? 3. Do you believe that Ivory Soap is really “as widely recognized as the Washington Monument
and far more well respected than Congress"? 4. How do you understand the authors description of lvory Soap as a"phenomenon"? B Introductory Remarks Haier was founded with imported refrigerator technology from Germany in 1984 Haier won the State prize for quality management in 1990 Haier was awarded the iso9001 certificate for product quality in 1994 Haier received the ISo14001 environment certificate in 1996 Haier wonthe Customer Satisfaction Cup in1997 Haier received TUV and VDE certificates from Germany Haier received a Csa certificate from Canada for safety and energy efficiency I. While-reading activities A Language points 1. household concerned with the management of a house: domesti He was once a household name but now no one remembers him 2. ambitious a-1)having a strong desire for success, power, wealth, 2) needing or showing a great amount of skill and effort to be They are ambitious although they are poor 3. sleek a- smooth and shining The cat has sleek fur The new car's sleek lines should make it very popular 4. outflank v-to gain an advantage over( someone) by doing something unexpected Jack's proposal was outflanked by those of more radical reformers To outflank its rivals, the company carried out unexpected price reductions 5. compete v -to try to do or be better than someone else By setting up its American headquarters in New York, Haier is ready to compete internationally The stores will inevitably end up competing with each other in their push for increasing market share 6. target v- to cause to have an effect on a particular, intentionally limited group This computer is targeted specifically at teenagers Most ads target a specific area of the market 7. so fa up to the present moment The stock market has so far done significantly for the national economy
4 and far more well respected than Congress”? 4. How do you understand the author’s description of Ivory Soap as a “phenomenon”? B. Introductory Remarks Information: · Haier was founded with imported refrigerator technology from Germany in 1984. · Haier won the State prize for quality management in 1990. · Haier was awarded the ISO9001 certificate for product quality in 1994. · Haier received the ISO14001 environment certificate in 1996. · Haier wonthe Customer Satisfaction Cup in1997. · Haier received TUV and VDE certificates from Germany. · Haier received a CSA certificate from Canada for safety and energy efficiency. II. While-reading Activities A. Language Points 1. household a. — concerned with the management of a house; domestic Example • He was once a household name, but now no one remembers him. 2. ambitious a. —1) having a strong desire for success, power, wealth, etc. 2) needing or showing a great amount of skill and effort to be achieved Example They are ambitious although they are poor. 3. sleek a. — smooth and shining Examples • The cat has sleek fur. • The new car’s sleek lines should make it very popular. 4. outflank v. —to gain an advantage over (someone) by doing something unexpected Examples • Jack’s proposal was outflanked by those of more radical reformers. • To outflank its rivals, the company carried out unexpected price reductions. 5. compete v. —to try to do or be better than someone else Examples • By setting up its American headquarters in New York, Haier is ready to compete internationally. • The stores will inevitably end up competing with each other in their push for increasing market share. 6. target v. — to cause to have an effect on a particular, intentionally limited group Examples • This computer is targeted specifically at teenagers. • Most ads target a specific area of the market. 7. so far — up to the present moment Examples • The stock market has so far done significantly for the national economy
8. chill v -to(cause to) become cold, esp. without freezing Chill the fruit salad until serving time 1) great comfort, esp as provided by expensive and beautiful things 2) something expensive or hard to obtain Examples tury to dine During the war, champagne was a real luxury equivalent; similar; that can be compared The income of farmers is not comparable at present to that of townspeople The girls are of comparable equivalent; similar; that can be E: The income of farmers is not comparable at present to that of townspeo The girls are of comparabl 12. dominate v to have or exercise control or power(over) The company has almost dominated the software market with its operating systems The strong usually dominate(over)the weak 13. mainstr the way of life or set of beliefs accepted by most people Disabled people should enter the mainstream of social life This was the company's first step into the mainstream of commercial movies I.. by targeting students in the hope that they will remain loyal as they get older(Para. 2) by aiming at of Haier as they get older 2. Theyre popular and beating our expectations on sales(Para. 7) They are popular and the sales are beyond our expectation(better than we expected) 3. China's entry into the World Trade Organization will open up Chinese manufacturers to greater foreign competition at home(Para. 11). 中国加入WTO后,厂家在国内市场将面临更加激烈的外来竞争
5 • So far so good. 8. chill v. —to (cause to) become cold, esp. without freezing Examples • Beers taste better if chilled. • Chill the fruit salad until serving time. 9. luxury n. — 1) great comfort, esp. as provided by expensive and beautiful things 2) something expensive or hard to obtain Examples • It’s a luxury to dine in such an elegant restaurant. • During the war, champagne was a real luxury. 10. comparable a. — equivalent; similar; that can be compared Examples • The income of farmers is not comparable at present to that of townspeople. • The girls are of comparable 11. comparable a. — equivalent; similar; that can be compared Examples • The income of farmers is not comparable at present to that of townspeople. • The girls are of comparable ages. 12. dominate v. — to have or exercise control or power (over) Examples • The company has almost dominated the software market with its operating systems. • The strong usually dominate (over) the weak. 13. mainstream n. — the way of life or set of beliefs accepted by most people Examples • Disabled people should enter the mainstream of social life. • This was the company’s first step into the mainstream of commercial movies. B. Sentence Explanation 1. … by targeting students in the hope that they will remain loyal as they get older(Para.2) … by aiming at students as primary customers, hoping that they will remain regular customers of Haier as they get older. 2. They’re popular and beating our expectations on sales(Para. 7) They are popular and the sales are beyond our expectation (better than we expected). 3. China’s entry into the World Trade Organization will open up Chinese manufacturers to greater foreign competition at home (Para. 11). 中国加入 WTO 后，厂家在国内市场将面临更加激烈的外来竞争