新职业英语2Unit5市公开课一等奖百校联赛获奖课件.pptx

Unit 5新职业英语新职业英语新职业英语新职业英语第第1页页ContentsListening&Speaking4 Warming-up1Reading A2Reading B3Language Lab7Language Lab7Writing5Mini-project6Language LabLanguage Lab7 7EntertainmentEntertainment8 8第第2页页Warm-1Task Work in pairs.In the table there are some commonly used methods to name a company or brand.Examples of some famous companies or brands are listed below.Discuss with your partner and match the examples with the corresponding methods.第第3页页WaWarm-rm-2 2Ford,McDonaldsFord,McDonaldsSony,GoogleSony,GoogleHSBC,KFCHSBC,KFCPizza HutPizza HutNikeNikeClean&ClearClean&ClearHagen-DazsHagen-Dazs第第4页页Reading AReading ATextTask 1Task 2Business Know-how第第5页页Text A-1Hagen-Dazs Hagen-Dazs Hagen-Dazs Hagen-Dazs is is a a brand brand of of ice ice cream,cream,established established by by Polish Polish immigrants immigrants Reuben Reuben and and Rose Rose Mattus Mattus in in the the Bronx,Bronx,New New York York in in 1961.1961.Starting Starting with with only only three three flavorsflavors:vanilla,vanilla,chocolate chocolate and and coffee,coffee,the the company company opened opened its its first first retail retail store store in in Brooklyn,Brooklyn,New New York York in in 1976.1976.Hagen-Dazs Hagen-Dazs then then offered offered franchisesfranchises throughout throughout the the United United States States and and 54 54 other other countries countries around around the the world.world.Hagen-Dazs Hagen-Dazs produces produces ice ice cream,ice cream bars,ice cream cakes,sorbet and frozen yogurt.cream,ice cream bars,ice cream cakes,sorbet and frozen yogurt.Reading A第第6页页Text A-2Reading AThe The ice ice cream cream now now comes comes in in many many different different flavors flavors and and is is a a“super-premium”“super-premium”brand,brand,meaning meaning it it is is quite quite densedense (very(very little little air air is is mixed mixed in in during during manufacture),manufacture),uses uses only only egg egg yolks,yolks,and and has has a a high high butterfat butterfat content.content.Hagen-Dazs Hagen-Dazs is is also also meant meant to to be be kept kept at at a a temperature temperature that that is is substantially substantially lower lower than than most most ice ice creams creams in in order order to to keep keep its its intended intended firmness.firmness.It It is is sold sold both both in in grocery stores and in dedicated retail outlets.grocery stores and in dedicated retail outlets.第第7页页Text A-3Reading A The The name name of of Hagen-Dazs Hagen-Dazs does does not not derive derive fromfrom any any of of the the North North Germanic Germanic languages;languages;it it is is simply simply two two made-up made-up words words meant meant to to look look Scandinavian Scandinavian to to American American eyes eyes(the(the“a”“a”and and“zs”“zs”are are not not a a part part of of any any native native words words in in any any of of the the Scandinavian Scandinavian languages).languages).This This is is known known in in the the marketing marketing industry industry as as foreign foreign branding.branding.Mattus Mattus thought thought that that Denmark Denmark was was known known for for its its dairy dairy products products and and had had a a positive positive image image in in the the US.US.He He included included an an outline outline map map ofof Denmark on early labels,as well as the name of Copenhagen.Denmark on early labels,as well as the name of Copenhagen.第第8页页Text A-4A-4Reading ATheir Their daughter daughter Doris Doris Hurley Hurley told told PBS PBS documentary documentary An An Ice Ice Cream Cream Show Show(1999)(1999)that that her her father father Reuben Reuben Mattus Mattus sat sat at at the the kitchen kitchen table table for for hours hours saying saying meaningless meaningless words words until until he he came came up up with with a a combination combination he he liked.liked.He He chose chose this this method method so so that that the name would be completely unique and original.the name would be completely unique and original.第第9页页Text A-5Reading A The The philosophy philosophy of of Hagen-Dazs Hagen-Dazs is is simple:simple:find find the the purest purest and and finest finest ingredientsingredients in in the the world world and and put put them them in in the the best best ice ice cream,cream,sorbet,sorbet,and and frozen frozen yogurt yogurt available.available.It It is is a a way way of of doing doing business business that that is is as as demanding demanding as as it it is is uncommon.uncommon.And And it it is is the the reason reason why why the the brand brand has has represented represented fine fine ice ice cream cream for for half half a a century.century.Since Since the the beginning,beginning,Hagen-Dazs Hagen-Dazs has has sought sought to to innovateinnovate and and bring bring new new frozen frozen dessert dessert experiences experiences to to its its customers,customers,including including distinctivedistinctive flavors flavors such such as as Vanilla Vanilla Swiss Swiss Almond,Almond,Butter Butter Pecan Pecan and and Dulce Dulce de de Leche Leche to to name name just just a a few.few.Hagen-Dazs Hagen-Dazs was was also also the the first first to to introduce introduce the the world world to to ice ice cream cream bars bars for for a a grown-up grown-up taste,taste,with with the the introduction introduction of of the the Hagen-Dazs Hagen-Dazs ice ice cream cream bars bars in in 1986.1986.Other Other super super premium premium innovations followed,with Frozen Yogurt in 1991 and Sorbet in 1993.innovations followed,with Frozen Yogurt in 1991 and Sorbet in 1993.第第10页页Text A-A-6 6Reading ATo To this this day,day,Hagen-Dazs Hagen-Dazs remains remains committed committed to to developing developing exceptionalexceptional new new super super premium premium frozen frozen dessert dessert experiences,experiences,releasingreleasing new flavors every year.new flavors every year.第第11页页A-A-A-A-TranTranTranTrans-1s-1s-1s-1哈根达斯哈根达斯 哈哈哈哈根根根根达达达达斯斯斯斯是是是是由由由由来来来来自自自自纽纽纽纽约约约约布布布布朗朗朗朗克克克克斯斯斯斯区区区区波波波波兰兰兰兰移移移移民民民民鲁鲁鲁鲁本本本本马马马马特特特特斯斯斯斯和和和和露露露露丝丝丝丝马马马马特特特特斯斯斯斯于于于于1961196119611961年年年年创创创创办办办办一一一一个个个个冰冰冰冰淇淇淇淇淋淋淋淋品品品品牌牌牌牌。他他他他们们们们第第第第一一一一家家家家零零零零售售售售店店店店于于于于1976197619761976年年年年在在在在纽纽纽纽约约约约布布布布鲁鲁鲁鲁克克克克林林林林区区区区开开开开张张张张，一一一一开开开开始始始始时时时时只只只只销销销销售售售售香香香香草草草草、巧巧巧巧克克克克力力力力和和和和咖咖咖咖啡啡啡啡三三三三种种种种口口口口味味味味冰冰冰冰淇淇淇淇淋淋淋淋。随随随随即即即即，哈哈哈哈根根根根达达达达斯斯斯斯开开开开始始始始在在在在美美美美国国国国以以以以及及及及其其其其它它它它54545454个个个个国国国国家家家家出出出出售售售售特特特特许许许许经经经经销销销销权权权权。它它它它生生生生产产产产冰冰冰冰淇淇淇淇淋淋淋淋、雪雪雪雪糕糕糕糕、冰冰冰冰淇淇淇淇淋淋淋淋蛋蛋蛋蛋糕糕糕糕、果味冰淇淋以及冰冻酸奶。果味冰淇淋以及冰冻酸奶。果味冰淇淋以及冰冻酸奶。果味冰淇淋以及冰冻酸奶。Reading A第第12页页A-A-A-A-Trans-Trans-Trans-Trans-2 2 2 2Reading A 今天哈根达斯冰淇淋口味有各种，是一个顶级今天哈根达斯冰淇淋口味有各种，是一个顶级今天哈根达斯冰淇淋口味有各种，是一个顶级今天哈根达斯冰淇淋口味有各种，是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋黄，而且乳脂含量很高。这同时也意味着哈根达斯黄，而且乳脂含量很高。这同时也意味着哈根达斯黄，而且乳脂含量很高。这同时也意味着哈根达斯黄，而且乳脂含量很高。这同时也意味着哈根达斯冰淇淋存放温度要比大多数品牌低很多，为就是保冰淇淋存放温度要比大多数品牌低很多，为就是保冰淇淋存放温度要比大多数品牌低很多，为就是保冰淇淋存放温度要比大多数品牌低很多，为就是保持冰淇淋硬度。哈根达斯产品在杂货店和专营零售持冰淇淋硬度。哈根达斯产品在杂货店和专营零售持冰淇淋硬度。哈根达斯产品在杂货店和专营零售持冰淇淋硬度。哈根达斯产品在杂货店和专营零售店里都有销售。店里都有销售。店里都有销售。店里都有销售。第第13页页A-A-A-A-TranTranTranTrans-3s-3s-3s-3Reading A 哈根达斯名字并非起源于北日耳曼语；它仅仅是哈根达斯名字并非起源于北日耳曼语；它仅仅是哈根达斯名字并非起源于北日耳曼语；它仅仅是哈根达斯名字并非起源于北日耳曼语；它仅仅是两个自创单词，为是让美国人以为它像斯堪纳维亚语两个自创单词，为是让美国人以为它像斯堪纳维亚语两个自创单词，为是让美国人以为它像斯堪纳维亚语两个自创单词，为是让美国人以为它像斯堪纳维亚语（其中（其中（其中（其中“a a a a”和和和和“zszszszs”并非任何斯堪纳维亚语单词中并非任何斯堪纳维亚语单词中并非任何斯堪纳维亚语单词中并非任何斯堪纳维亚语单词中字母组合）。这在销售行业中被称为品牌异国化。马字母组合）。这在销售行业中被称为品牌异国化。马字母组合）。这在销售行业中被称为品牌异国化。马字母组合）。这在销售行业中被称为品牌异国化。马特斯认为丹麦乳制品非常知名，而且在美国有一个正特斯认为丹麦乳制品非常知名，而且在美国有一个正特斯认为丹麦乳制品非常知名，而且在美国有一个正特斯认为丹麦乳制品非常知名，而且在美国有一个正面形象。于是他将丹麦地图以及哥本哈根名字放在了面形象。于是他将丹麦地图以及哥本哈根名字放在了面形象。于是他将丹麦地图以及哥本哈根名字放在了面形象。于是他将丹麦地图以及哥本哈根名字放在了早期商标上。早期商标上。早期商标上。早期商标上。第第14页页A-A-A-A-TranTranTranTrans-4s-4s-4s-4Reading A 他他他他们们们们女女女女儿儿儿儿多多多多丽丽丽丽丝丝丝丝赫赫赫赫利利利利在在在在美美美美国国国国公公公公共共共共广广广广播播播播企企企企业业业业纪纪纪纪录录录录片片片片冰冰冰冰淇淇淇淇淋淋淋淋博博博博览览览览（1999199919991999）中中中中曾曾曾曾讲讲讲讲述述述述道道道道，父父父父亲亲亲亲鲁鲁鲁鲁本本本本马马马马特特特特斯斯斯斯在在在在餐餐餐餐桌桌桌桌前前前前坐坐坐坐了了了了好好好好几几几几个个个个小小小小时时时时，嘴嘴嘴嘴里里里里念念念念叨叨叨叨着着着着一一一一些些些些无无无无意意意意义义义义单单单单词词词词，直直直直到到到到想想想想出出出出这这这这个个个个他他他他喜喜喜喜欢欢欢欢组组组组合合合合。他他他他采采采采取这种方式为是能使名字完全原创，独一无二。取这种方式为是能使名字完全原创，独一无二。取这种方式为是能使名字完全原创，独一无二。取这种方式为是能使名字完全原创，独一无二。第第15页页A-A-A-A-Trans-Trans-Trans-Trans-5 5 5 5Reading A 哈哈哈哈根根根根达达达达斯斯斯斯理理理理念念念念非非非非常常常常简简简简单单单单：以以以以世世世世界界界界上上上上最最最最纯纯纯纯最最最最好好好好原原原原料料料料制制制制作作作作出出出出最最最最正正正正确确确确冰冰冰冰淇淇淇淇淋淋淋淋、果果果果味味味味冰冰冰冰淇淇淇淇淋淋淋淋和和和和冰冰冰冰冻冻冻冻酸酸酸酸奶奶奶奶。这这这这种种种种经经经经营营营营方方方方式式式式不不不不寻寻寻寻常常常常，同同同同时时时时要要要要求求求求也也也也很很很很苛苛苛苛刻刻刻刻，这这这这也也也也是是是是该该该该品品品品牌牌牌牌半半半半个个个个世世世世纪纪纪纪以以以以来来来来都都都都能能能能作作作作为为为为上上上上等等等等冰冰冰冰淇淇淇淇淋淋淋淋代代代代表表表表原原原原因因因因。从从从从一一一一开开开开始始始始，哈哈哈哈根根根根达达达达斯斯斯斯就就就就设设设设法法法法革革革革新新新新而而而而且且且且带带带带给给给给用用用用户户户户全全全全新新新新冰冰冰冰冻冻冻冻甜甜甜甜点点点点体体体体验验验验，它它它它有有有有一一一一些些些些非非非非常常常常有有有有特特特特色色色色口口口口味味味味：瑞瑞瑞瑞士士士士香香香香草草草草杏杏杏杏仁仁仁仁、奶奶奶奶油油油油胡胡胡胡桃桃桃桃、牛牛牛牛奶奶奶奶太太太太妃妃妃妃，诸诸诸诸如如如如这这这这类类类类。哈哈哈哈根根根根达达达达斯斯斯斯还还还还于于于于1986198619861986年年年年推推推推出出出出了了了了哈哈哈哈根根根根达达达达斯斯斯斯雪雪雪雪糕糕糕糕系系系系列列列列，首首首首次次次次在在在在全全全全世世世世界界界界推推推推出出出出成成成成人人人人口口口口味味味味雪雪雪雪糕糕糕糕。其其其其它它它它顶顶顶顶级级级级产产产产品品品品创创创创新新新新随随随随之之之之而而而而来来来来，包含包含包含包含1991199119911991年推出冰冻酸奶和年推出冰冻酸奶和年推出冰冻酸奶和年推出冰冻酸奶和1993199319931993年推出果味冰淇淋。年推出果味冰淇淋。年推出果味冰淇淋。年推出果味冰淇淋。第第16页页A-A-A-A-Trans-Trans-Trans-Trans-6 6 6 6Reading A 时时时时至至至至今今今今日日日日，哈哈哈哈根根根根达达达达斯斯斯斯仍仍仍仍致致致致力力力力于于于于开开开开发发发发顶顶顶顶级级级级冰冰冰冰冻冻冻冻甜甜甜甜点全新体验，每年都推出不一样新口味。点全新体验，每年都推出不一样新口味。点全新体验，每年都推出不一样新口味。点全新体验，每年都推出不一样新口味。第第17页页Reading Aflavor n.a particular taste of a food or drinke.g.e.g.You may choose from six popular flavors.e.g.e.g.I dont like the flavor of onion.Tran:Tran:这种面包有各种口味。这种面包有各种口味。This bread has plenty This bread has plenty of flavors.of flavors.第第18页页Reading Afranchisen.permission given by a company to someone who wants to sell its goods or servicesv.to give or sell a franchise to someonee.g.e.g.a franchise holder.a franchise agreemente.g.e.g.He is starting the first school himself,but subsequent ones will be franchised to use the new method.Tran:Tran:他购置了热狗专营权。他购置了热狗专营权。He has bought a hot dog franchiseHe has bought a hot dog franchise.第第19页页a.containing a lot of things,people,plants,etc.in a small areae.g.e.g.Traffic slowed down because of the dense fog.e.g.e.g.There was a dense crowd waiting to see the pop star.Tran:Tran:我们在茂盛树林中艰难前行。我们在茂盛树林中艰难前行。We fought our way through dense forest.We fought our way through dense forest.Reading Adense第第20页页(“derive”may be used as an intransitive verb or a transitive verb):to come from;to obtain or receive from a sourcee.g.e.g.This idiom derives from an ancient custom.e.g.e.g.He has derived great pleasure from reading this book.Tran:Tran:该英文单词起源于法语。该英文单词起源于法语。This English word derives from French.This English word derives from French.Reading Aderive from第第21页页n.one of the things from which something is made,especially one of the foods that are used together to make a particular dishe.g.e.g.Coconut is a basic ingredient for many curries.e.g.e.g.Imagination and hard work are the ingredients of success.Tran:Tran:这个蛋糕是用什么做？这个蛋糕是用什么做？What are the ingredients of the cake?What are the ingredients of the cake?Reading Aingredient第第22页页v.to introduce new things,ideas,or ways of doing somethinge.g.e.g.We must constantly adapt or innovate to ensure success in a growing market.Tran:Tran:想生意越做越好，就得创新。想生意越做越好，就得创新。Businesses have to innovate in orderBusinesses have to innovate in order to make new progress.to make new progress.Reading Ainnovate第第23页页a.having a quality or characteristic that makes something different and easily noticede.g.e.g.She has a very distinctive way of keeping fit.Tran:Tran:战士们穿军装很醒目。战士们穿军装很醒目。Soldiers wear a distinctive uniform.Soldiers wear a distinctive uniform.Reading Adistinctive第第24页页a.unusually good;excellente.g.e.g.They are exceptional students.e.g.e.g.At the age of five,she showed exceptional talent for a musician.Tran:Tran:消防队员表现得非常勇敢。消防队员表现得非常勇敢。The firemen showed exceptional The firemen showed exceptional bravery.bravery.Reading Aexceptional第第25页页v.to make something available to the publice.g.e.g.The new film will be released next month.e.g.e.g.The commission released its findings.Tran:Tran:什么时候向报纸公布选举日期才是最正确时机？什么时候向报纸公布选举日期才是最正确时机？When is the best moment to release theWhen is the best moment to release the date of the election to the newspapers?date of the election to the newspapers?Reading Arelease第第26页页A-TaskA-Task 1-1Task 1 Answer the following questions according to the passage.Reading A1.1.When was Hagen-Dazs established?When was Hagen-Dazs established?2.Where is Hagen-Dazs sold?2.Where is Hagen-Dazs sold?Hagen-Dazs was established in 1961.Hagen-Dazs was established in 1961.It It is is sold sold both both in in grocery grocery stores stores and and in in dedicated retail outlets.dedicated retail outlets.第第27页页A-TaskA-Task 1-2Reading A3.What is the meaning of Hagen-Dazs?3.What is the meaning of Hagen-Dazs?4.4.Why Why did did Reuben Reuben Mattus Mattus sit sit at at the the kitchen kitchen table table for for hours saying meaningless words?hours saying meaningless words?5.5.Do Do you you think think the the brand brand of of Hagen-Dazs Hagen-Dazs is is a a successful successful one?Why or why not?one?Why or why not?It It has has no no meaning.meaning.It It is is simply simply two two made-up made-up words words meant to look Scandinavian to American eyes.meant to look Scandinavian to American eyes.He He was was trying trying to to figure figure out out a a name name that that is is completely completely unique and original.unique and original.Hagen-Dazs Hagen-Dazs is is very very successful successful Because Because the the brand brand has has stood for fine ice cream for half a century.stood for fine ice cream for half a century.第第28页页A-A-TasTask k 2Task 2 Complete the following table according to the passageReading AAbout Hagen-DazsDetails First retail store Creators of Hagen-Dazs First flavors of Hagen-Dazs Other flavors of Hagen-Dazs Methods of selling Future plan of Hagen-Dazsin Brooklyn,New York in 1976in Brooklyn,New York in 1976developing exceptional new super developing exceptional new super premium frozen dessert premium frozen dessert experiences,releasing new flavors experiences,releasing new flavors every yearevery yearretailing(in grocery stores,retail retailing(in grocery stores,retail outlets),franchisingoutlets),franchisingReuben and Rose MattusReuben and Rose Mattusvanilla,chocolate and coffeevanilla,chocolate and coffeeVanilla Swiss Almond,Butter Pecan Vanilla Swiss Almond,Butter Pecan and Dulce de Lecheand Dulce de Leche第第29页页Business Know-howBusiness Know-how Building up Brand RecognitionlCreate a logo to be used consistently.Recognition and uniqueness are more important for the logo than representation of the product/service;lCreate a catchy slogan that says something powerful and original,in as few words as possible;lDevelop a website,business cards,a letterhead and other related business tools with a consistent theme;lKnow the customers and use a branding style that appeals to them.Send your message to them through every possible marketing channel;lTake every o