商务英语阅读Unit15叶兴国.pptx

UNIT 152014.12Business English:A Reading CourseBACKGROUND INFORMATIONI.advertisement films/commercials（电台或电视播放的）广告 Unilever:Dove Campaign for Real BeautyII.Social networks:Youtube:Because of advertising,our perception of beauty is distorted.III.With the popularity of Internet,what will happen to TV media电视媒体?WARM-UP QUESTIONS1.1.Do Do you you think think that that an an advertiser advertiser is is responsible responsible for for the the improvement improvement of of the the world?world?By By what what means can he do?means can he do?2.When the World Wide Web appeared in the 2.When the World Wide Web appeared in the mid-1990s,many people thought that TV as mid-1990s,many people thought that TV as an old medium would fade away.But it an old medium would fade away.But it turns out exactly the opposite.Why do turns out exactly the opposite.Why do people today watch TV more than ever?people today watch TV more than ever?Business English:A Reading Course4READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING Business English:A Reading CourseUnit 14Some useful expressions:P1761.About Economic Rise:increase,jump,soar,surge,growth,peak,leap,rise,hike,etc.2.About Economic Downturn:decrease,decline,drop,collapse,slip,slump,slide,etc.3.About stable Economic trend：to remain close to,to hover,to stick at,to stand at,to be quiet,to remain stagnant,to little change,to hardly move,etc.5READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING WordsWords to predict the trend of economic and trade development to predict the trend of economic and trade development：1.expect,hope,anticipate,project,forecast,on the point of,1.expect,hope,anticipate,project,forecast,on the point of,around the corner,on the horizon,in the offingaround the corner,on the horizon,in the offing等；等；等；等；2.2.非常肯定：非常肯定：非常肯定：非常肯定：will(certainly/surely/definitely/no doubt),is will(certainly/surely/definitely/no doubt),is bound/certain/aboutbound/certain/about等等等等;3.3.可能性比较大可能性比较大可能性比较大可能性比较大:should,would,will probably,is likely:should,would,will probably,is likely等等等等;4.4.一般可能性：一般可能性：一般可能性：一般可能性：may,will possibly,might,couldmay,will possibly,might,could等等等等.Unit 156READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING WordsWords to predict the trend of to predict the trend of economic and trade development：5.5.约估的字眼约估的字眼约估的字眼约估的字眼1 1：measly,around,roughly,some,close measly,around,roughly,some,close to,approximately,averaged,almost,in the region ofto,approximately,averaged,almost,in the region of等；等；等；等；6.6.约估的字眼约估的字眼约估的字眼约估的字眼2 2：far over/above,just over/above(far over/above,just over/above(略高于略高于略高于略高于);almost/nearly/just under();almost/nearly/just under(略低略低略低略低)等等等等;Unit 157READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING Ways to compareWays to compare：1.1.比较级；比较级；比较级；比较级；2.2.More than,no more than,farm less than,more than More than,no more than,farm less than,more than 等等等等;Unit 151.Unilever:1.Unilever:联合利华，财富联合利华，财富500500强公司强公司之一。之一。19291929年，英国年，英国leverlever公司与荷兰公司与荷兰Margarine UnieMargarine Unie公司签订协议，组建公司签订协议，组建UnileverUnilever公司，总部设在英国伦敦，公司，总部设在英国伦敦，产品种类主要是个人护理用品、家产品种类主要是个人护理用品、家庭护理用品和食品。庭护理用品和食品。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STAR2.That,on the face of it,is the conclusion to 2.That,on the face of it,is the conclusion to be drawn from the strange case of be drawn from the strange case of UnileverUnilevers Dove Campaign for Real s Dove Campaign for Real Beauty.Beauty.乍看起来，这只是从联合利华旗下多芬品牌所发起的乍看起来，这只是从联合利华旗下多芬品牌所发起的“真美行动真美行动”这一古怪案例中所得到的结论。这一古怪案例中所得到的结论。on the face of it:on the face of it:从表面判断，乍看起来。如：从表面判断，乍看起来。如：On the face of it,the document seemed genuine.On the face of it,the document seemed genuine.从表面看，这文件是真的。从表面看，这文件是真的。draw from:draw from:得到（取得），常用被动语态。如：得到（取得），常用被动语态。如：All necessary expenses are drawn from the public All necessary expenses are drawn from the public welfare funds.welfare funds.所有必要的费用都从公益基金中支出。所有必要的费用都从公益基金中支出。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STAR2.That,on the face of it,is the conclusion to 2.That,on the face of it,is the conclusion to be drawn from the strange case of be drawn from the strange case of Unilevers Dove Campaign for Real Unilevers Dove Campaign for Real Beauty.Beauty.乍看起来，这只是从联合利华旗下多芬品牌所发起的乍看起来，这只是从联合利华旗下多芬品牌所发起的“真美行动真美行动”这一古怪案例中所得到的结论。这一古怪案例中所得到的结论。The Campaign for Real Beauty:The Campaign for Real Beauty:“真美行动真美行动”是联是联合利华旗下的品牌合利华旗下的品牌“多芬多芬”于于20042004年春季发起的营销活动，年春季发起的营销活动，目的在于打破美丽神话，还美丽以真实。这项活动率先在目的在于打破美丽神话，还美丽以真实。这项活动率先在美国发起，继而引入欧洲，鼓励女性关注自我，重新审视美国发起，继而引入欧洲，鼓励女性关注自我，重新审视美丽的定义，触发社会对美丽的定义，触发社会对“真美真美”定义的理解，拓宽目前定义的理解，拓宽目前模式化的美丽观点。模式化的美丽观点。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STAR3.It is hard-hitting,thought-provoking 3.It is hard-hitting,thought-provoking stuff and,to its credit,downright stuff and,to its credit,downright fearless.fearless.这是强有力的、发人深省的素材，更值得赞扬这是强有力的、发人深省的素材，更值得赞扬的是它的勇敢无畏。的是它的勇敢无畏。to oneto ones credits credit：值得赞扬。值得赞扬。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STAR4.Campaign for a Commercial-Free 4.Campaign for a Commercial-Free Childhood:Childhood:“无商业化童年运动无商业化童年运动”。20062006年，英国智囊团年，英国智囊团“指南针指南针”发发起了这一运动，同时发布了名为商业起了这一运动，同时发布了名为商业化童年的报告。报告指出，长久不断化童年的报告。报告指出，长久不断地接触商业信息将扭曲孩子们对自身、地接触商业信息将扭曲孩子们对自身、对世界的认识，影响孩子的理想追求和对世界的认识，影响孩子的理想追求和价值观念。报告批评不负责任的商家价值观念。报告批评不负责任的商家“为赚取利润剥削青少年心理、感情上的为赚取利润剥削青少年心理、感情上的不成熟不成熟”。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STAR5.Their failure brings to mind John Major5.Their failure brings to mind John Majors s ill-fated“back to basics”campaign,an ill-fated“back to basics”campaign,an attempt to restore traditional values which,while attempt to restore traditional values which,while laudable and decent in intent,was doomed to laudable and decent in intent,was doomed to embarrassing failure by the evident inability of embarrassing failure by the evident inability of some of his ministers to live up to them.some of his ministers to live up to them.他们现在的处境使人联想到约翰梅杰当年那次命运他们现在的处境使人联想到约翰梅杰当年那次命运多舛的多舛的“返本归根返本归根”运动，那场旨在恢复传统价值运动，那场旨在恢复传统价值观的运动用意正当，本该受到赞赏，却由于他那些观的运动用意正当，本该受到赞赏，却由于他那些明显不可能将计划落实的部长的缘故，使得该运动明显不可能将计划落实的部长的缘故，使得该运动注定要尴尬收场。注定要尴尬收场。ill-fatedill-fated：命中注定要失败的，注定不幸的。命中注定要失败的，注定不幸的。如：如：an ill-fated business venture an ill-fated business venture 注定要失败的商业注定要失败的商业冒险。冒险。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STAR5.Their failure brings to mind John Major5.Their failure brings to mind John Majors ill-s ill-fated“back to basics”campaign,an attempt to fated“back to basics”campaign,an attempt to restore traditional values which,while laudable and restore traditional values which,while laudable and decent in intent,was doomed to embarrassing failure decent in intent,was doomed to embarrassing failure by the evident inability of some of his ministers to by the evident inability of some of his ministers to live up to them.live up to them.“back to basics”campaign“back to basics”campaign：“回到民生回到民生”运动或运动或“返返本归根本归根”运动。运动。在在19931993年的保守党大会上，梅杰发起了本次年的保守党大会上，梅杰发起了本次运动，提出要重新关注国内的经济、教育和治安等事物。但是经运动，提出要重新关注国内的经济、教育和治安等事物。但是经他人揭发（包括保守党党员），一连串的丑闻很快便打断了梅杰他人揭发（包括保守党党员），一连串的丑闻很快便打断了梅杰的计划，并带来了灾难性的后果。的计划，并带来了灾难性的后果。live up to live up to：履行，达到预期标准，不辜负。如：履行，达到预期标准，不辜负。如：You must live up to your promise.You must live up to your promise.你必须实践你的诺言。你必须实践你的诺言。Business English:A Reading CourseTEXT A：WRINKLE,WRINKLE,LITTLE STARTEXT B：TV IS DYING？LONG LIVE TV！Notes on the Text:1.Standing tall in a field of new tech 1.Standing tall in a field of new tech wonders,its a geezer technology that wonders,its a geezer technology that was invented in the 1920s and was invented in the 1920s and commercialized in the 1940s,and its commercialized in the 1940s,and its still more powerful than anything still more powerful than anything created since.created since.在新技术奇迹的领域中，这在新技术奇迹的领域中，这种古怪的技术鹤立鸡群。它发明于种古怪的技术鹤立鸡群。它发明于2020年代，年代，在在4040年代商业化，时至今日仍然比此后的任年代商业化，时至今日仍然比此后的任何创造都强大。何创造都强大。Business English:A Reading CourseTEXT B：TV IS DYING？LONG LIVE TV！Notes on the Text:2.Put it all together,and we have 2.Put it all together,and we have achieved a nirvana that didnt exist achieved a nirvana that didnt exist even a year ago:unlimited television even a year ago:unlimited television available 24/7 on every screen you available 24/7 on every screen you own.own.综上所述，我们已经创造出一年前还综上所述，我们已经创造出一年前还不存在的极乐世界：你可以用你的每块屏幕不存在的极乐世界：你可以用你的每块屏幕每周每周7 7天每天天每天2424小时没有任何限制地收看电视小时没有任何限制地收看电视节目。节目。Business English:A Reading CourseTEXT B：TV IS DYING？LONG LIVE TV！Notes on the Text:3.This triumph of television adds 3.This triumph of television adds weight to the view,once expressed weight to the view,once expressed mainly on crackpot bumper stickers,mainly on crackpot bumper stickers,that TV is a drug.that TV is a drug.电视的胜利增加了这种电视的胜利增加了这种曾经写在汽车保险杠纸上的古怪观点的影响，曾经写在汽车保险杠纸上的古怪观点的影响，即：电视是令人上瘾的毒品。即：电视是令人上瘾的毒品。bumper stickerbumper sticker：保险杠贴纸，是指贴在保险杠贴纸，是指贴在汽车保险杠上、上面常会写些有个人风格的汽车保险杠上、上面常会写些有个人风格的俏皮话的贴纸。俏皮话的贴纸。Business English:A Reading CourseKEYS TO EXERCISESI.F T T F T II.C B A C D III.C B D C DIV.1.在表面上，日本的农业体现了当代各发展在表面上，日本的农业体现了当代各发展中国家所显示的许多特性。中国家所显示的许多特性。2.他说他是在阐述深奥的哲理，可我认为他只不他说他是在阐述深奥的哲理，可我认为他只不过是在小题大做、故弄玄虚而已。过是在小题大做、故弄玄虚而已。3.我不知道该怎样表达，亲爱的上帝，除了请求我不知道该怎样表达，亲爱的上帝，除了请求您给予她应得的保佑，并帮助我向她做出的您给予她应得的保佑，并帮助我向她做出的榜样看齐。榜样看齐。4.这是梦幻情缘，一对苦命的年轻人的偶遇。这是梦幻情缘，一对苦命的年轻人的偶遇。5.第一名成员应从上述名单中选出，只要该成员第一名成员应从上述名单中选出，只要该成员不附属于该组织。不附属于该组织。Business English:A Reading CourseTEXT ATEXT B I.T T F F TII.D B C A DIII.1.当您想要搞清楚消费者信息技术的发当您想要搞清楚消费者信息技术的发展方向和社会意义时，你要记住这个重要展方向和社会意义时，你要记住这个重要的现实：人们需要的正是更多的电视。的现实：人们需要的正是更多的电视。2.尽管网络时代有其他多种选择，我们美尽管网络时代有其他多种选择，我们美国人如今看的无聊而陈旧的电视节目却比国人如今看的无聊而陈旧的电视节目却比以往任何时候都多，这一点说明一些问题。以往任何时候都多，这一点说明一些问题。3.从这个观点来看，最新发布的有关电视从这个观点来看，最新发布的有关电视的新技术看起来简直就像把更多的电视置的新技术看起来简直就像把更多的电视置于美国用户面前的新方法。于美国用户面前的新方法。Business English:A Reading CourseKEYS TO EXERCISES1.Try to remember new words and expressions in Unit 15;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 16.Business English:A Reading CourseAssignment