商务英语阅读Unit11-叶兴国省名师优质课获奖课件市赛课一等奖课件.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,本幻灯片资料仅供参考，不能作为科学依据，如有不当之处，请参考专业资料。谢谢,UNIT 11,.11,Business English:A Reading Course,第1页,BACKGROUND INFORMATION,I.,Green corporate culture,（绿色企业文化）,绿色企业文化（,Green corporate culture,）是指企业及其员工在长久生产经营实践中逐步形成为全体职员所认同遵照、含有本企业特色、对企业成长产生主要影响、对节约资源、保护环境及其与企业成长关系看法和认识总和。绿色企业文化属于“亚文化”范围。企业文化是一个企业在长久经营实践中所凝结起来一个文化气氛、企业精神、经营理念，并表达在企业全体员工所共有价值观念、道德规范和行为方式。绿色企业文化由外层企业物质文化、中层企业制度文化、内层企业精神文化组成。,green image,绿色形象,Green Marketing,绿色营销,(Public Relations,公关,),green product,绿色产品（质量、价格）,重视环境保护，企业才能真正为自己赢得辽阔发展空间。,第2页,WARM-UP QUESTIONS,1.Nowadays some businesses adopt certain approaches for the publicity of their ideas of environmental protection.In what ways will they do that?And what are your viewpoints on this phenomenon?,2.Helping consumers to lead a healthy lifestyle is becoming a big business.What are the driving forces behind the wellness industry?,Business English:A Reading Course,第3页,READING SKILLS:,INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING,成语（,idioms,）,谚语（,proverbs,）,典故（,allusion,）,习语,Business English:A Reading Course,Unit 10,第4页,4,习语起源,A、文学名著,Unit 10,第5页,B、圣经故事,Unit 10,第6页,C、古希腊、罗马神话传说,Unit 10,第7页,D,、民间习俗和传说,Make hay while the sun shines.,机不可失。,As cool as a cucumber,泰然自若。,Strike while the iron is hot.,趁热打铁。,You can not eat your cake and have it.,二者不可兼得。,Unit 10,第8页,E,、民间故事,Columbus,s egg,哥伦布竖鸡蛋，喻指万事开头难。,Black Friday,黑色星期五，喻指倒霉日子。,Unit 10,第9页,习语特性,A.,stationarity固定性,习语结构都是固定，不能被更改或替换，即使是同义词也不行，比如：,不能把rain cats and dogs改成rain dogs and cats或rain a cat and a dog等等。,也就是说，习语任何一个组成部分都是固定，随意更改会出现词不达意甚至啼笑皆非结果。如：,out of question 毫无疑问,out of the question 没问题,Business English:A Reading Course,Unit 11,第10页,B.,Integrality整体性,/,完整性,习语作为完整语义单位不可随意分割截取使用，应防止望文生义或断章取义。如：,to lose one,s head,惊慌失措,(,不是,“,失去了头,”,),let the cat out of the bag,泄密,(,意义与猫和袋子毫不相干,),be/feel under the weather 感觉不舒适，生病,beat generation 迷惘/垮掉一代,on the carpet（地毯）受训斥,Business English:A Reading Course,Unit 11,第11页,C.NATIONALITY/ETHNICITY,民族性,人民大众在长久劳动中创造出来，与一个民族地理环境、历史背景、经济生活、风俗习惯、宗教信仰以及价值观念等方面都有不可分割联络。,普通都用较恰当比喻，引发人们联想，但这种联想是由各民族现实环境和生活经验决定。如形容事物快速而大量地产生：,like mushrooms(,英语,),雨后春笋,(,汉语,),。,英国：大海、水相关习语，如：,to spend money like water,挥金如土,;to rest on one,s oars,暂时一歇,;over head and ears,灭顶之灾,;over head and ears in debt,负债累累；,狗：英国爱狗,a lucky dog,幸运儿,;,中国,人模狗样，狗仗人势,Business English:A Reading Course,Unit 11,第12页,D.RHETORICITY,修辞性,习语经常利用音韵友好来到达朗朗上口、易懂易记、栩栩如生目标，许多英语习语利用头韵、尾韵、重复等手法来增加语言语音美感和修辞效果。如：,as busy as a bee(,忙如蜜蜂,),might and main(,竭尽全力,),trials and tribulations(,烦躁和苦恼,),均为,头韵,；,high and dry(,孤立无援,),，,by hook and by crook(,不择伎俩,),均为,尾韵,；,step by step(,逐步,),，,neck and neck(,齐头并进,),均为,重复,。,比喻是英语习语最主要修辞伎俩，大部分习语都是利用形象化比喻使得语言栩栩如生。如，把车站搬运工叫做,red cap,，因为干这一行都是带红色帽子；把酒店侍者叫做,bell boy,，因为客人一按门铃，侍者就会跑过来服务，等。,Business English:A Reading Course,Unit 11,第13页,READING SKILLS:,INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING,俗语（,colloquialisms,）,谚语（,proverbs,）,俚语（,slang expressions,）,习语,idioms,来自其它教材,第14页,14,习语特征,A、INTEGRALITY完整性,习语作为完整语义单位不可随意分割截取使用，应防止望文生义或断章取义。如：,be/feel under the weather 感觉不舒适，生病,beat generation 迷惘/垮掉一代,on the carpet（地毯）受训斥,来自其它教材,第15页,B、CONVENTION,习用性,它指习语广泛地被英语国家人民所沿用，含有广泛社会基础和强大生命力。如：,rain cats and dogs 倾盆大雨,play cards close to ones chest 保守秘密,A friend in need is a friend indeed.患难见真交。,a lions share 最大份额,A new broom sweeps clean.新官上任三把火,As you make your bed,so you must lie in it.自作自受,来自其它教材,第16页,C、,STATIONARITY固定性,习语结构都是固定，不能被更改或替换，即使是同义词也不行，比如不能把rain cats and dogs改成rain dogs and cats或rain a cat and a dog等等。也就是说，习语任何一个组成部分都是固定，随意更改会出现词不达意甚至啼笑皆非结果。如：,out of question 毫无疑问,out of the question 没问题,来自其它教材,第17页,Questions:,1.According to the author,why,would a number of business owners like to make their companies more sustainable?,2.What,s Tony Jupiter,s,attitude,towards most supermarkets,saving plastic bags?,3.According to the author what is the,hope,that the author puts forward at the end of the text?,Business English:A Reading Course,TEXT A,：,SUCCEEDING AS A“GREEN”BUSINESS,第18页,TEXT A,：,SUCCEEDING AS A“GREEN”BUSINESS,Notes on the Text:,1.Increasing numbers of businesses,both small and large,are jumping on the,“,green bandwagon,”,.,越来越多企业，不论规模大小，都正一窝蜂地涌向“绿色浪潮”。,jump on:,扑向，猛扑，此处,jump on the bandwagon,意为“紧跟时尚，随大流”，也可用,climb on the bandwagon,。如：,Weinstein is just one of a mushrooming number of internet users who are jumping on the blogging bandwagon,publishing online journals to write about topics that interest them.,雨后春笋般涌现互联网用户正在一窝蜂地涌向博客，他们公布网络日志来写他们感兴趣话题，温斯坦只是其中之一。,Many female teenagers jump on the bandwagon by dressing in black.,许多女孩跟随时尚，穿黑色衣服。,bandwagon,：,n.时尚，浪潮;音乐乐队彩车;非正式用语 引导车;非正式用语时尚,例句 Everyone seems to be jumping on the get-happier bandwagon.,每个人似乎都在跟随更高兴些时尚。,Business English:A Reading Course,第19页,TEXT A,：,SUCCEEDING AS A“GREEN”BUSINESS,Notes on the Text:,2.Greenwashing:,绿色粉饰，指企业为树立支持环境保护虚假形象而做公关活动、捐赠等。,3.Oil giant,Shell,has come under a huge amount of fire lately for using their sponsorship of Britain,s most prestigious wildlife photography exhibition to,“,greenwash,”,their environmental credentials.,石油巨头壳牌石油企业最近已经受到了强烈抨击。原因在于他们经过赞助英国最富盛名野生动物摄影展来“粉饰”自己环境保护认证。,come under fire:,本意是,“,遭到枪击,”,，此处,“,受到言辞攻击,”,。如：,The government has come under fire for its decision to close the mines.,因为决定关闭矿山，政府受到了抨击。,Business English:A Reading Course,第20页,TEXT A,：,SUCCEEDING AS A“GREEN”BUSINESS,Notes on the Text:,4.Public relations can help here but it is vital that any companies are,“,walking the walk,”,before they conduct any sort of PR campaign.,公共关系能够在这方面起作用，但至关主要是，任何企业在开展公关活动之前，都要把所说付诸实施。,walk the walk,用行动来显示事物真实性、实在性，即,“,说到做到,”,。英语中惯用,talk the talk,，,walk the walk,表示,“,说是说，做是做,”,意思。如：,Don,t talk the talk,walk the walk.,别光说不练。,Business English:A Reading Course,第21页,TEXT A,：,SUCCEEDING AS A“GREEN”BUSINESS,Notes on the Text:,5.However,there may be a gap between how many of them like the idea of sustainability and how many will pick the,“,green,”,product or service over the cheaper,yet not so eco-friendly one,each and every time.,然而，有多少人赞成可连续发展理念，又有多少人每一次都能选择一个,“,绿色,”,产品,或服务而放弃更廉价却不那么环境保护商品或服务呢？二者之间可能有差距,。,Business English:A Reading Course,第22页,TEXT A,：,SUCCEEDING AS A“GREEN”BUSINESS,Notes on the Text:,6.Bio-mimicry,a design discipline that takes nature,s best ideas and turns them into designs and processes to achieve this.,仿生模拟是一个采纳自然界最好方式，然后模仿并应用于设计和程序，处理可连续发展设计准则。它是实现可连续发展好方法。,7.Although a fairly new concept,a few businesses are already embracing this fresh new approach,as can be seen in this wonderful ceiling fan,inspired by a falling sycamore seed.,尽管还是一个相当新理念，一些企业已经接收了这个新方法。受梧桐树上落下种子启发而设计这款奇妙吊扇表达了这一设计理念。,Business English:A Reading Course,第23页,TEXT B,：,THE WELLNESS BOOM,Notes on the Text:,1.Today Canyon Ranch is arguably the premium health-spa brand of choice for the super-rich.,如今，,“,峡谷牧场,”,能够说是超级富豪对优质健康温泉首选。,arguably,在句中不是,“,有争议地,”,意思,，而是,“,可能，大约,”,意思。如：,Penicillin is arguably the greatest medical discovery of the last century.,青霉素大约是上个世纪医学上最伟大发觉。,premium,在这句话中是,“,优质，高级,”,意思，而在本文另一句话中（,Insurers such as WellPoint and Britain,s PruHealth are rewarding people who take part in health-improvement programmes with lower or bigger deductibles.,），是,“,保险费,”,意思。,Business English:A Reading Course,第24页,TEXT B,：,THE WELLNESS BOOM,Notes on the Text:,2.,“,There is a new market category called wellness lifestyle,and a whole range of industries,if you are not addressing that category you are going to find it increasingly hard to stay in business,”,enthuses Kevin Kelly,Canyon Ranch,s president.,“,如今市场出现了一个新领域，被称为健康生活方式。就产业而言，假如你置此领域于不顾，你就会发觉想在商业中立足会越来越难。,”“,峡谷牧场,”,总裁凯文,凯利热情洋溢地说。,Business English:A Reading Course,第25页,TEXT B,：,THE WELLNESS BOOM,Notes on the Text:,3.Another will be to maintain credibility in(and for)an industry that combines serious science with snake oil.,另一个困难是维持一个把严厉科学和万灵药相结合产业信用度。,snake oil,惯用于口语中，是指江湖郎中声称可治疗风湿、感冒。秃发等疾病而无科学依据蛇油或万灵药。,4.Easy fixes,such as new-age therapies,may appeal to them more than harder but proven ways to improve health.,相比那些操作难度大但已经证实能有效改进健康方法，诸如新时代治疗术那样简便易行方法，对他们更有吸引力。,Business English:A Reading Course,第26页,KEYS TO EXERCISES,I.F T F T T,II.,C B D B AIII.D B B C C,IV.,1.,公众,2.,营销活动,3.,执行董事,4.,第三方认可,5.,大多数企业家，不论是否提倡环境保护，都希望经过使企业更具可连续性来吸引更多用户，最终增加利润。,6.,有些企业主要是经过营销伎俩使受众相信他们是环境友好型企业，而实际上并没有做很多使其有别于其它企业实事。“绿色粉饰”就是用来描述这一企图。,7.,尽管滥用脆弱环境含有潜在灾难性后果，许多企业在包括环境保护问题时还是不愿意去做领路先锋。,8.,即使充满着那么多通常由记者和官方数据编制令人费解消息，消费者却在苦恼，向人寻求他们需要消息和答案。,Business English:A Reading Course,TEXT,A,第27页,TEXT B,I.F F T T FII.A C D B B,III.,1.,因为越来越多消费者讲求整体健康，所以那些至今依然局限于以上一两个领域企业，正面临需要拓宽其业务领域日益增大市场压力。,2.,他正向数个领域发起冲击，主要是经过购置含有巨大理念和行得通商业模式小企业控股权并帮助他们加紧发展来进行。,3.,凯斯先生认为当今保健危机一个根源就是预防和治疗没有很好地结合起来，在美国尤其如此。,Business English:A Reading Course,KEYS TO EXERCISES,第28页,1.,Try to remember new words and expressions in Unit 11;,2.,Make a summary for,Part IV Supplementary Reading with no more than 50 words;,3.,Finish,Part V Test Yourself,five minutes for each passage.,4.,Preview new words and expressions in Unit 12.,Business English:A Reading Course,Assignment,第29页,