资源描述
Chapter4. The Body Shop -Reading
一、 章节分析（Reading section ）
（一） 综述
本单元的阅读部分主要介绍了1976年在英国建立的body shop ,它的成功在于推广产品包装新理念，普及产品包装的简化。
本课的任务有两个：
1 学生通过对课文的学习。掌握一些核心词汇，be involved in, sue for, present, persuasive例如：通过学习课文，了解这家body shop 为何如此成功，为writing部分做准备。
（二）阅读目标
1 知识目标
学习课文中重点词、词组、句型和语法。
2 能力目标
通过阅读进一步了解body shop的发展和成功的秘诀以及其他方面的知识。
3 情感目标
通过它的成功，让学生了解包装的同时，应注重环保。
（三）教学方法
采用任务型教学法组织教学，通过听说，讨论等具体活动，达到教学效果。
（四）重点和难点
1 词汇学习
1) 核心词汇
be involved in
campaign
present
sue for
remarkable
alternative
apply to
pursue
remarkable
2) 拓展词汇
Recycling service
revolutionize
prosper
blind
publicity
false profits
3) 词组和短语
be involved in
come true
be blinded by
apply … to…
be backed by
pursue an aim
campaign against
make false promises
4) 句型学习
1. It is remarkable that….
2. and then came the body shop
教学设计（Teaching Designs）
教学内容
教学实施建议
教学资源参考
Pre-reading
要学好本课,建议老师在这个阶段完成以下两个任务:
l 通过化妆品传统的包装和这家bodyshop产品包装的比较， 突出化妆品的包装应注重环保和节约能源
l 鼓励学生说出自己看法：对传统包装的看法，它的可取之处，他的弊病［具体处理这部分内容的建议见[链接1,2]
中学英语合作网
《牛津英语教学参考》Page 1
While-reading
这是本课的重点部分.要求老师与学生一起探讨产品的包装带来的负面效应.比如说有些广告夸大其词，有欺骗消费者的倾向, 广告的成本和对产品的包装增加了产品本身的价格
Scanning 部分通过比较body shop 和其他化妆品的包装， 来突出body shop产品的朴实无华和产品价格的相对便宜。这部分教师除了利用课本中所提供的素材和练习之外，师生间用问答方式则更好。建议文中的填词部分放到课文整体阅读和理解之后进行，这不仅提高教学效果，更重要的是符合学生思维发展的循序渐进规律，让课堂的发展更有层次和合理。
l 接下来的环节是Further understanding of the text。 学生在这一环节里，可以用适当的形容词来描述其他化妆品包装。这个设计安排既可以回顾课文的主要内容，还可以看出学生的理解是否准确，很多精彩的智慧火花会在这一刻出现；这样安排的另一目的是为下一课时language部分作准备。
l Consolidation and conclusion 指导学生完成课文后的Scanning部分的其他练习。
Post-reading
安排学生讨论：同时推荐学生阅读补充材料：见链接4
[链接1]
说明：
对课文背景知识的介绍。
Anita在英國的政治及商業地位相當高，有些產業鉅子甚至以「狂熱且自以為是」來形容她，對於這樣的標籤並不會為Anita帶來任何困擾，行銷全球的The Body Shop仍然熱衷於反傳統、反權威的運動；不少人質疑，Anita的行徑與管理模式有違商業利益，在她看來，這一切只貫徹「原則」。
Anita的童年
1942年出生於英國海邊的小漢普頓，Anita是義大利移民後裔，從小就在父母所開的餐廳裡長大，餐廳就是家庭的延伸，鮮少有假期貨娛樂，餐廳的營業時間從清晨五點，一直到最後一名顧客離開才打烊，比其他餐廳長得許多（正常都AM9:00~PM7:00）。10歲時父親去世，母親帶領著兄弟姊妹們更努力地經營餐廳，從小就在母親的身教下，領悟到所謂的「交易」，母親更期許他們要「獨樹一幟」，更要有創造力，才不會庸庸碌碌過一生。除此之外，母親在當時民風相當保守的英國，就有挑戰傳統與公權力的勇氣，這樣的特質，也造就了Anita不斷向公權力挑戰，無論是學校 、教會，甚至國際機構。
Anita的青春
就讀師範學院的Anita喜歡教書更熱愛旅遊，因此，執教一段時間後，就開啟了兩年的旅遊歷程；熱愛旅遊的她相信，每段旅程都會開啟創新的思維。回到家鄉認識了Gordon Roddick~也是現在的丈夫，並開始交往、生子並結婚。一直至今，Anita仍熱愛旅行，她相信，每段旅程，或許面對真理、或許面對商務，都是新的開啟；現在的她也更相信，唯有借助旅遊的力量，才能不斷提醒自己免受貪婪之侵蝕。除了兒時的餐廳及旅遊之外，Anita曾有機會到以色列的集體農場進行教育論文的研究，這段異地進行研究的期間，開啟了Anita對「社區」的認識及學習，這段集體農場的經驗，讓Anita體認到愛、勞動、社區、服務與大地是如此的緊密結合在一起，而且其所創造出來的意義及價值，絕非僅止於個人成就與利益，舉目四顧，每天都可以從與其他同仁的互動中，學習到的更讓人無法預期的東西。童年的餐廳、年輕時的遊歷以及集體學習的經驗，成就了Anita獨一無 二的精神，也是The Body Shop品牌精神延續！
The Body Shop 的起源與誕生
The Body Shop是在1976誕生的，第一家門市位於布萊頓，成立至今全球超過2070家門市，服務了超過7千7百萬客戶，如此的成就背後，包含了許多堅持及熱誠。草創的初衷只是單純地幫助丈夫Gordon圓夢：以兩年的時間騎馬橫越南北美洲，因此，Anita擔起家庭生計，並匯集過去旅遊經驗中的發現：世界各地許多女性，都是以天然蔬果原料保養，且效果極佳，因此，Anita決定仿效其法並開發成為純天然配方的護膚、護髮保養品。第一家店內剛開始僅有20種產品，Anita首開當時先例，將每種商品分別以5種容量分裝，讓消費者有更合適的選擇；同時，也可將陳列架上的商品填滿。除此之外，身受母親影響的Anita， 徹底落實節約原則，以重複使用回收瓶的做法，捍衛環保理想。 這麼多年來，這兩個創業理念：天然成分及環保精神，仍舊堅持著。Anita的學習之旅由第一家門市開始，至今不曾停斷。這位偉大的女性不僅學習如何經營事業，更加其與人權充分結合。Anita從不曾以「生 意人」自居，從1980年開始就積極投入推廣「社區公平交易計劃」（ 社區公平交易計劃是一項長期執行的計劃，以直接採購合作社區製造的原物料或商品，來供應店裡販售的商品，不透過第三者，以保障當 地區民的工作機會及所得，並可將其所得作為社區建設的機會，以增 進當地區民的生活品質。）Anita謹守誠實而不誇大、合理又天然的經營原則，深獲英國當地居民的喜愛，並於1984年上市。成為上市公司 的The body shop更運用其影響力，致力於追求「道德良心企業」，並以「讓人類所居住的世界更美好」為努力目標。The body shop將肥皂廠設在格拉斯哥（Glasgow）的貧窮小鎮，就是一個以良心出發的典範，而消費者購買行為也是出於道德選擇，也是The Body Shop企業成功的要因之一。
[链接3]
说明：
本部分建议采用任务型阅读教学方法。通过略读、扫读、细读等不同手段来提高学生的阅读理解能力，从而培养学生的阅读技巧。
Teaching procedures
Step One
l Students report: describe the packaging of the cosmetic products
l Ask the students to give their opinions on the packaging
Step Two
l Skimming
Skim the text and do EX A. B， at the same time learn about the new words in this section.
Questions for the students to consider and answer
1. What are the bad side of the packaging you find in the text
2. Do you think the packaging is necessary? Why?
3. The packaging of the products in the body shop, why do we say it is revolutionizing?
4. What do you prefer to buy?
l Scanning
1. True or False exercise on P. 2
教师在进行这一部分练习时，不光只是带领学生练习，更重要的是要通过设问引领学生进入课文。如：
The body shop:
1. They do not test products on animals
2. They think packaging is unimportant
3. They describe their products have never spent money on advertising
4. They often hold campaigns on pro-environment topics
Other cosmetics companies:
1. They test some products on animals
2. Their packaging my double the cost of a product
3. They spend millions on advertising
4. They try to sell you dreams
5. Their main aim is to make money
通过这样的讨论，我们可以让学生在考虑问题和阅读课文的时候，将对于课文的理解立体起来，不但看到了表面的一些东西，而且加深对于课文的理解。
2. Read and think
这部分的练习主要是对于课文细节的把握，教师依然可以采取师生互动的方式进行。
1. Do you think that the advertising of the products is completely truthful?
2. What are the main concerns for most of the cosmetic companies?
3. What are the revolutionizing concepts of Anita Roddick?
3. Assignment: Read the supplementary reading to know more about the founder of body shop Anita Roddick. 见链接4。
[链接4]
说明：
关于的补充阅读材料，拓展学生的阅读能力，并加深对课文主题的理解。
Dame Anita Roddick
Founder of The Body Shop
I was born in Littlehampton in 1942. As the child of an Italian immigrant couple in an English seaside town, I was a natural outsider, and I was drawn to other outsiders and rebels. James Dean was my schoolgirl idol. I also had a strong sense of moral outrage, which was awakened when I found a book about the Holocaust at the age of ten. I trained as a teacher but an educational opportunity on a kibbutz in Israel eventually turned into an extended working trip around the world. Soon after I got back to England, my mother introduced me to a young Scotsman named Gordon Roddick. Our bond was instant. Together we opened first a restaurant, and then a hotel in Littlehampton. We married in 1970, me with a baby on my back and another in my belly.
I started The Body Shop in 1976 simply to create a livelihood for myself and my two daughters, while my husband, Gordon, was trekking across the Americas. I had no training or experience and my only business acumen was Gordon’s advice to take sales of £300 a week. Nobody talks of entrepreneurship as survival, but that's exactly what it is and what nurtures creative thinking. Running that first shop taught me business is not financial science, it’s about trading: buying and selling. It’s about creating a product or service so good that people will pay for it. Now 30 years on The Body Shop is a multi local business with over 2.045 stores serving over 77 million customers in 51 different markets in 25 different languages and across 12 time zones. And I haven’t a clue how we got here!
It wasn’t only economic necessity that inspired the birth of The Body Shop. My early travels had given me a wealth of experience. I had spent time in farming and fishing communities with pre-industrial peoples, and been exposed to body rituals of women from all over the world. Also the frugality that my mother exercised during the war years made me question retail conventions. Why waste a container when you can refill it? And why buy more of something than you can use? We behaved as she did in the Second World War, we reused everything, we refilled everything and we recycled all we could. The foundation of The Body Shop's environmental activism was born out of ideas like these
I am aware that success is more than a good idea. It is timing too. The Body Shop arrived just as Europe was going 'green’. The Body Shop has always been recognisable by its green colour, the only colour that we could find to cover the damp, mouldy walls of my first shop. I opened a second shop within six months, by which time Gordon was back in England. He came up with the idea for 'self-financing' more new stores, which sparked the growth of the franchise network through which The Body Shop spread across the world. The company went public in 1984. Since then, I have been given a whole host of awards, some I understand, some I don’t and a couple I think I deserve.
Businesses have the power to do good. That’s why The Body Shop’s Mission Statement opens with the overriding commitment, ‘To dedicate our business to the pursuit of social and environmental change.’ We use our stores and our products to help communicate human rights and environmental issues.
In 1993 I met a delegation of Ogoni people from Nigeria. They were seeking justice and reparations against the giant oil multinational Shell that was ravaging their lands through oil exploration and production. Working with other NGOs, we turned their campaign into an international cause celebre. Tragically, the Ogoni’s key spokesperson, Ken Saro-Wiwa and 8 other Ogoni, were executed in 1995 by the Nigerian Government. But our campaign continued and eventually 19 other imprisoned Ogoni were released. In 1997, after 4 years of unrelenting pressure, Shell issued a revised operating charter committing the company to human rights and sustainable development. A year later, they launched their ‘Profits and Principles’ advertising campaign declaring their recognition of the interests of ‘ a much wider group of stakeholders in our business’. I like to think we had a hand in getting Shell to think about what it really means to be a corporate citizen.
In September 2001 I joined forces with The Body Shop and Greenpeace, and many thousands of other organisations and individual consumers in an international campaign against Exxon-Mobil (Esso), the world’s largest oil and gas company, and ‘No 1 Global Warming Villain’. This is the company that refuses to accept a direct link between the burning of fossil fuels and global warming, and that has turned its back on investing even a single penny on renewable alternatives, such as wind and solar.
For me, campaigning and good business is also about putting forward solutions, not just opposing destructive practices or human rights abuses. One key area where my business and personal interests naturally combine is through The Body Shop community trade initiatives. It all started in 1989 when I attended the gathering at Altamira of Amazonian Indian tribes protesting against a hydro-electric project which would have flooded thousands of acres of rainforest, submerging native lands. There had to be something practical I could do to help these people preserve their environment and culture. Nuts? Specifically brazil nuts, which the Indians gathered sustainably from the forest and which when crushed produce a brilliant oil for moisturising and conditioning. This first trading relationship with forest people, unused to any real commercial activity, was fraught with pitfalls and dangers. But 13 years on we’re still trading with them and have even set up a Green Pharmacy project producing remedies based on traditional knowledge of forest plants – reducing dependency on inappropriate and expensive modern pharmaceuticals. Every year I travel to a number of our projects. In November 1999 I visited our long-term partners Teddy Exports in southern India and GPI in Nepal and our new partners, the Chepang indigenous people who grow herbs for our Ayurvedic range. In January 2001 I visited the 130 sesame seed oil farmers in Nicaragua who receive a fair and stable price for their seed. As a result the farmers have built up a sustainable business that as well as offering marketing clout, runs a subsidised store, a credit union, and employs a Cuban agronomist specialising in organic methods. The deal with The Body Shop isn't going to make the farmers financially rich, but it does enable them to maintain their chosen way of life and through co-operation achieve autonomy. I’m immensely proud of our efforts to make fair or community trade relationships more mainstream. The Body Shop now has 29 such projects in 23 countries and we aim to develop more.
The Body Shop and I have always been closely identified in the public mind. Today, it is impossible to separate the company values from the issues that I care passionately about – social responsibility, respect for human rights, the environment and animal protection, and an absolute belief in Community Trade. But The Body Shop is not, and nor was ever, a one-woman-show – it’s a global operation with thousands of people working towards common goals and sharing common values. That’s what has given it a campaigning and commercial strength and continues to set it apart from mainstream business.
Though I no longer sit on executive committees, I still spend time on The Body Shop business. I source new products during travels abroad, work as part of the creative team and spearhead campaigns. And I constantly question myself: how can I bring values into an industry that is certainly not values-laden? The only way I can do it, is to perhaps bring back an idea for a trading initiative with an economically impoverished community in Mexico or Africa, or find inspiration for a new company commitment, just as my 1990 trip to Romania spurred the Romanian Relief Drive (now called Children on the Edge) and a visit to Glasgow led to our partnerships with Soapworks a local factory that produces our soaps.
The most exciting part of my life is now – I believe the older you get, the more radical you become. There’s a Dorothy Sayers quote I love, “A woman in advancing old age is unstoppable by any earthly force”. In November 1999, I flew to Seattle to speak out against the role of the World Trade Organisation and witnessed the ‘Battle of Seattle’. I’m fascinated by the publishing industry: in 2000 I published my autobiography Business and Unusual and in 2001 I edited Take it Personally, a collection of provoking thought pieces to challenge the myths of globalisation and the power of the WTO.
I launched my own website www.AnitaR in 2001 and an activism portal www.TakeItPersonally.org in 2004. I am overwhelmed by the potential of the web to link like-minded people and move them to mass-action. We are excited to experiment in other media too — perhaps subversive billboards, or a television program, or other print projects. As someone once said, we are only limited by our imaginations.
Two of my greatest passions now are the campaigns we’ve undertaken as part of Anita Roddick Publications. One focuses on sweatshop labour by multinational corporations. We’ve joined forces with the National Labor Committee on this and helped foster creative resistance that has made some noticeable inroads. And we’ve joined with a group of human-rights activists to free the American political prisoners known as the Angola Three. These three men, who were black political activists in the 1970s, have served over 35 years in solitary confinement in Angola prison for crimes they did not commit. It is my intention to do whatever it takes, for as long as it takes, to see that their story is told and they are set free.
With The Body Shop and Anita Roddick Publications, I will continue fighting for human rights and against economic initiatives and structures that abuse and ignore them. That’s a tall enough order to keep m
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