unit-3--book-3.doc

Experiencing English III Term 2，2010/2011 Name：曹东波

Unit 3 Famous Brand Names
Passage A: Bathtub Battleships from Ivorydale
Teaching steps:
Lead-in activity 10’
Background information 5’
Text analysis 40’
Language points 10’
Summary of the text 10’
Exercises 13’
Assignment 2’
I. Lead-in activity
Lead-in questions
1) What is a bathtub battleship as referred to in this passage?
2) Why is Ivory Soap so popular among Americans?
3) How did Proctor & Gamble succeed in promoting Ivory Soap?
（Show some pictures to illustrate P&G products）
II. Background Information
1. Introduction to Proctor and Gamble
Proctor and Gamble was founded by William Proctor and James Gamble in 1837. Proctor was an English migrant and candle maker, Gamble was a soap maker from Ireland.
At the beginning, the Procter and Gamble soap making method was not much different from what women already did in their homes. But the Civil War began in 1861, and the government began ordering lots of soap for its soldiers. This increased Porctor and Gamble’s business by a great deal.
A new soap making technique was discovered in the 1870s when a machine was left on during the lunch time. It made bubbles in the soap, so the soap floated. The new soap was called Ivory. The first bar was sold in 1879.
Proctor and Gamble is now a leading international manufacturer of household products. It markets over 250 brands to nearly five billion consumers in over 140 countries. These brands include Tide, Crest, Pantene, Always, Pringles, Pampers, Olay, Folgers. Cover Girl, Downy, Dawn, Bounty, and Charmin.
2. Soap Opera
This is a very vivid name for “肥皂剧”. It mainly refers to the broadcastings and TV serials which are about family affairs. In the 1930’s, some detergent companies sponsored the radio serials. In this way this kind of serials were known as “soap opera”
Besides “soap opera”, there are Sitcom--Situation Comedy（情景喜剧）和Drama（情节系列剧）

III. Text analysis
Outline of the text:
Part I (1-3): Bathtub Battleship – Ivory Soap
Part II (4、5): Brief introduction to P&G
Part III (6、7): Comments on Ivory Soap
Some questions for group discussion.
The whole passage can be divided into two parts. Divide the whole class into two groups, each group dealing with one part. Then ask one representative of each group to answer the 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” ?
—The introduction of Ivory Soap dates back to the year of 1879. It must have witnessed a lot of great events of American history.
2) What does the title “Bathtub Battleships from Ivorydale” imply?
—Little boys enjoy converting Ivory Soap into bathtub battleships because of its floating feature, and Ivorydale is the birthplace of the famous brand of Ivory Soap.
3) Do you believe that Ivory Soap is really “as widely recognized as the Washington Monument and far more well respected than Congress”?
—It may not be actually true. It is likely that the author just wants to show to the readers how popular Ivory Soap is to Americans.
4) How do you understand the author’s description of Ivory Soap as a “phenomenon”?
—The popularity of Ivory Soap with generations of Americans is rather unusual and beyond imagination, thus it is called a phenomenon.

Difficult sentences in this part:
1. American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap (a registered trademark of the Proctor & Gamble Company) (para.1)
美国的妈妈们一直深信，如果要把那些小调皮鬼的嘴巴洗干净的话，没有什么能赛过象牙香皂（宝洁公司的一个注册商标）。
2. And should you drop it into a tubful of cloudy, child-colored water, not to worry — it floats. (para.1)
而且，如果不慎将香皂落入澡盆，里面盛满了孩子们洗过澡的浑水，你也不用担心找不到--它会自动浮上水面。
3. Ivory Soap is an American institution, about as widely recognized as the Washington Monument and far more well respected than Congress. It had already attained this noble status when Theodore Roosevelt was still a rough-riding cowboy in North Dakota. (para.2)
象牙香皂是一种美国文化现象。它就像华盛顿纪念碑一样得到广泛认可，并且远比国会受人尊崇。当西奥多·罗斯福还在北达科他州当驯马牛仔的时候，象牙香皂就已经拥有目前这种崇高的地位了。
4. Introduced in 1879 as an inexpensive white soap intended to rival the quality of imported soaps, it was mass marketed by means of one of the first nationwide advertising campaigns. (para.2)
1879年，为抗衡进口香皂，象牙香皂被作为廉价白皂投放市场。为进行大规模销售，宝洁公司发起了最早一次全国规模的广告宣传活动。

Part I (1-3): Bathtub Battleship – Ivory Soap: fill in the form
Reputation:
Safe, mild, and pure
Taste:
Not bad
Influence:
American institution; widely recognized
Introduced in:
1879
Advertising slogan:
So pure that it floats
Other products:
Ivory snow, Crest toothpaste, Folger’s coffee…
Total sale:
Exceed $30 billion

Part II (4、5): Brief introduction to P&G
1. When and where was P&G Company founded?
The company was founded in 1837 in Cincinnati, Ohio
2. What does P&G stand for? How much money did they pledge?
It stands for its founders’ name: William Proctor & James Gamble.
Each of them pledged $3596.47 to the enterprise
3. What’s the main product of P&G for the first decades?
It manufactured candles and soap in relatively modest quantities.
4. What is the turning point of P&G’s development?
The company’s big break came with the introduction of its floating soap and the realization that an elaborate advertising campaign could turn a simple, though high-quality, product into a phenomenon.
5. How did P&G promote for “Oxydol soap powder”?
The company sponsored a radio serial called Ma Perkins.
6. What are the new product lines that the company added?
Over the years the company added dozens of new product lines such as Prell shampoo, Duncan Hines cake mixes, and the ever-present Tides, “new and improved” many a time.
Part III (6、7): Comments on Ivory Soap
Listen to these two paragraphs and fill in the blanks:
Ivory remains a favorite among consumers(消费者), too, and no wonder(理所当然). With a bar of Ivory Soap in your hand, you are holding a chunk of American history(一段美国历史). If you like, you can even wash your hands and face with it and be assured(坚信) that it is “ninety-nine and forty-four-one-hundredths percent pure.” And it floats(漂浮在水面上).  
The latter quality of Ivory Soap is especially attractive to children(对孩子尤其具有吸引力). Generations of little boys armed with toothpicks(牙签), miniature flags, or leftover parts from model ships(轮船模型) - there are always a few - have converted (变成) bars of Ivory Soap into bathtub battleships. A note of warning(警告) for any small boys who may be reading this: Mothers tend to frown on(不喜欢)the practice.
IV. Language points:
1. 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.
other phrases:
by all means 想方设法，务必
by any means 无论如何
by no means 决不
with in means 量入为出
2. 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.
3. frown on/upon — to disapprove of
Examples
• Every teacher would frown on cheating in exams.
• Gambling is very much frowned upon here.
4. 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.
5. 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.

V. Summary of Passage A
Fill in the blanks according to the content of the passage.
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. These slogans, particularly the idea that the soap is so pure that it floats, proved so successful that they are still used today. The passage also examines the development of P&G itself, from a small-scale operation founded by two immigrants to a multinational empire of today. At the same time we also learn about the origin of the expression “soap opera”, in itself another modern global phenomenon.

VI. Do some exercises.
Role-play: Invite some volunteers to make a conversation between a shop assistant and a customer dealing with the sale of the Ivory Soap.

VII. Assignments.
1. Review the text
2. Recite the useful words and expression.
3. Preview Passage B.

Unit 3 Famous Brand Names
Passage B: Haier Seeks Cool U.S. Image
Teaching steps:
Review 10’
Lead-in activity 10’
Background information 5’
Text analysis 40’
Language points 10’
Summary of the text 5’
Exercises 9’
Assignment 1’
I. Review
Translate the following sentences into English.
1. 思想是通过语言来表达的。（by means of）
2. 我今年买的新书多得难以数清。（to keep count of ）
3. 这位老太太确信，今天她儿子会回家来为她庆祝生日的。（to feel assured ）
4. 他妈妈坚持说他每月的零用钱不能超过100元。（to exceed ）
II. Lead in activity
· Do you have a Haier product at home?
· What do you know about Haier Croup Co.?
· Three stages of Haier development:
n Building a brand name
(1984-1991)
n Diversified development
(1992-1998)
n Going multinational (1998)

III. Backgroud information
Wal-Mart is the _________________ in the world. In 1962, it was __________by Sam Walton, whose _______________________: Give people _____________, _____________ and a ____________________. The company has more than 3000 _________________across the USand more than 1000 supermarket______________. It has also___________quickly________ with Wal-M。
The advantages:
Hints:
1. Good quality of products
2. Lowest possible price
3. Satisfaction with what you buy
4. Friendly, knowledgeable service
5. Convenient hours
6. Free parking
7. Pleasant shopping experience
IV. Text analysis
1. Outline of the passage:
Part I (paras.1-7):
General comments on Haier Group Co.
Part II (Paras.8-13):
College Toehold
Part III (Paras.14-17):
Broadway headquarter
2. Fast reading on Part I (T/F)
1) Haier wants to use its low price to change Americans’ idea. (F)
2) In order to outflank its rivals, Haier has been already targeting students. (T)
3) The black Haier cooler is worth $160. (F)
4) All of Wal-Mart’s stores sell Haier refrigerators. (F)
3. Show the common image on Haier Group company:
中国最大的家电制造商
品种日益增多
4. Haier’s marketing strategy:
1)Competing on _________ rather than _________;
2) Aiming at a specific group of consumers: ____________.
5. Describe a Haier cooler：
§ Black;
§ Smoked glass door;
§ Chill 30 bottles of wine;
§ Luxury machine;
§ Cost $300.
6. Compare American’s three major appliance makers with Haier Group Co.
(Group work)
7. Questions for Part III:
1) What does Zhang Ruimin’s behavior of smashing sub-standard products reveal?
2) Is Haier America only battling rival appliance makers in the U.S.? Why?
V. Language points:
1. dominate: to have controlling power over
· e.g. 她想支配他人的欲望在家庭中引起了麻烦。
Her _____________________other people has _______________in her family.
domination dominance dominant
l The director has complete ____________ over the whole committee.
l The firm has achieved a ____________ position in the world.
l His _____________by his brother made him very angry.
2. luxury : the use and enjoyment of the best and most costly things that offer the most physical comfort and satisfaction
· e.g. 在这样高雅的餐馆吃饭是一种奢侈。
It’s a ________to dine in such an ___________________.
luxurious: (adj.) luxuriously: (adv.)
VI. Summary
The passage is about the rise of a Chinese company--- Haier Group Co. --- in the US d________ appliance market. By concentrating on a particular sector of the market, the company is managing to i________ its sales and accentuate(强调) its p_________ in the United States. The company now has a plant in US and is planning to expand its r________ to other appliance.
VII. Do the exercise.
Teaching method: T leads Ss to do the exercise together.
VIII. Assignments.
1. Finish all the exercises about passage B.
2. Recite the useful words and expression.
3. Preview the writing skills of the unit.

8

Unit 3 Famous Brand Names
Listen and talk &Write and produce & Culture Salon
Teaching steps:
Quiz and review 15’
Lead-in 10’
Dialogue samples 10’
General writing 15’
Practical writing 10’
Culture salon 9’
Assignment 1’

I. Quiz and review
Fill in the blanks according to the Chinese versions.
1. Massachusetts Institute of Technology has a good academic _________ .(名声，名誉)
2. Thoughts are expressed most often _______(通过)words.
3. The budget of the research project ____(超过)$ 7million a year.
4. Every teacher would _____ (不赞成)cheating on exam.
5. The computer is ______ (目标瞄向) specifically at teenagers.
6. The income of farmers is not ________(可比的) at present to that of town people.
7. The company has almost ______ (垄断) the software market.
8. We have _____ (与…签约) some major supermarkets for the sale
of our products.
9. Taxes provide a large part of government _____ (收入)
10. Haier is a large company which produce ______ (家用的)appliance.

II. Lead-in
1. Listen to the passage about the six business success “secrets” and try to arrange them in correct order.
2. Talk about some products and their usages.
Answers:
got me wondering; it hit me; original me; bank statement; overdue books; unexplained charges.
Two sentences:
All those traffic tickets I have to pay but swear I never received in the first place.
I can only hope the original me never gets sentenced to prison.

III. Dialogue samples
Dialogue 1
1st Listen to and read after the tape.
2nd Find out the pros and cons.
3rd Find out the corresponding English sentences from the dialogue.
Pros:
more comfortable
not useless
more functional
Cons:
for the secure
ridiculous
expensive
Sentences:
为什么有人会购买超出购买能力的东西？
Why is it that some people are always buying beyond their means?
I mean, they do not make that much and spend half of their incomes on designer clothes as such.
我不同意仅仅那些没有安全感的人才需要名牌商品。
I don’t agree that name brands are just for the insecure.
I like my designer clothes too. I do think designer shoes are more comfortable.
很显然，你并不是说这些商品更实用。
You surely aren’t saying that these things are functional.
How about those ridiculous designer sweaters that have holes in them and shoes that have 25 cm heels?
Dialogue 2
1st Listen to and read after the