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1、Return to Menu,Unit 3,Passage AThink About ItRead About ItTalk About ItWrite About It,1.What is a bathtub battleship referred to as in this passage?,A bathtub battleship is a toy battleship made of Ivory Soap that children play with in a bathtub.,Reference:,2.Why is Ivory Soap so popular among Ameri
2、cans?,It is pure and it floats.,Reference:,3.How did Proctor&Gamble succeed in promoting Ivory Soap?,It took advantage of a successful nationwide advertising campaign.,Reference:,Read About ItLanguage PointsContent AwarenessLanguage Focus,Ivory Soap is an American institution,about as widely recogni
3、zed 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.Introduced in 1879 as an inexpensive white soap intended to rival the quality of imported soaps,it was mass marke
4、ted by means of one of the first nationwide advertising campaigns.People were told that Ivory was“so pure that it floats,”and the notion took hold.As a result,at least half a dozen generations of Americans have gotten themselves clean with Ivory.,Ivory remains a favorite among consumers,too,and no w
5、onder.With a bar of Ivory Soap in your hand,you are holding a chunk of American history.If you like,you can even wash your hands and face with it and be assured that it is“ninety-nine and forty-four-one-hundredths percent pure.”And it floats.The latter quality of Ivory Soap is especially attractive
6、to children.Generations of little boys armed with toothpicks,miniature flags,or leftover parts from model ships there are always a few have converted bars of Ivory Soap into bathtub battleships.A note of warning for any small boys who may be reading this:Mothers tend to frown on the practice.,naught
7、y adj.(esp.of children)behaving badly and not being obedient;(of behavior)bad,ExamplesTom used to be a naughty boy and get into lots of trouble.It was rather naughty of you to deceive the tax inspector.,reputation n.an opinion held about sb or sth,esp.by people in general;the degree to which one is
8、trusted or admired,ExamplesMassachusetts Institute of Technology has a good academic reputation.Bills extra-marital love affair ruined his reputation.,mild adj.gentle,not violent,ExamplesShe cant accept even mild criticism of her work.I prefer a mild cigar if you dont mind.,spotless adj.extremely cl
9、ean,ExamplesEven in the most spotless homes,carpets need regular vacuuming to keep them look good.She seemed the perfect match for the prince young and pretty with a spotless reputation.,status n.1)high social position;recognition and respect by others,ExamplesNurses are undervalued,and they never e
10、njoy the same status as doctors.Her famous name gave her status in the group.,ones legal position,or condition,ExamplesThe status of black Americans was not admitted until 1965 when the Voting Act was passed.What is your marital status?,rival v.to equal;to be as good as or reach the same standard as
11、,ExamplesNo computer can rival a human brain.Cassette recorders cannot rival CD players in sound quality.,import v.to buy or bring in from another country,ExamplesAfter entering into the WTO,China imported more agricultural products.To import from Russia,a firm needs Russian rubles.,by means ofby us
12、ing,through,ExamplesThe foreigner tried to make himself understood by means of body language.Thoughts are expressed most often by means of words.,notion n.an idea,belief,or opinion;concept,ExamplesHave you any notion how much it costs to keep a private car?Some conservatives reject the notion that r
13、eform is now inevitable.,as a resultconsequently,therefore,thus,ExamplesNew methods of packing have become popular.As a result,the amount of wastepaper has increased rapidly.Sales dropped.As a result,profits declined.,bar n.1)a piece of solid material that is longer than it is wide,ExamplesWhats you
14、r favorite chocolate bar?Here is a bar of soap.,2)(a place with)a counter where drinks,especially alcoholic drinks are served,ExamplesMost bars in the hotels serve not only drinks but also light meals.I went to the bar yesterday.,exceed v.to be greater than,ExamplesDustin Hoffmans performance in Rai
15、n Man exceeded all expectations.The budget of the research project exceeds$700 million a year.,manufacture v.to make or produce in large quantities,esp.using machines,ExamplesThe local factory manufactures parts for the auto plant.TV sets manufactured in China are competitive abroad in price and qua
16、lity.,modest adj.not large in quantity,size,value,etc.,ExamplesThey live in a fairly modest house,considering their wealth.He is modest in his requirement.,elaborate adj.carefully worked out,ExamplesThe company offers an elaborate training scheme for new employees.The defendant made elaborate effort
17、s to conceal the fact.,phenomenon n.a remarkable or unusual person,thing,event,etc.,ExamplesThe Beatles were a phenomenon nobody had heard anything like them before.A child who could play the piano at the age of two would indeed be a phenomenon.,sponsor v.to support an activity by paying for its exp
18、enses,ExamplesThe contest was sponsored by an auto manufacturer.The team is sponsored by Nike,so the players wear Nike shoes.,assure v.to give confidence,to convince,ExamplesAfter the terrorist attack,American airlines hastened to assure people that flying was safe.We would like to assure our custom
19、ers of the best possible service.,latter adj.the second(of two people or things just mentioned),ExamplesThere are plastic and steel chairs but the latter are much heavier.We have to decorate the kitchen and the hall Id rather do the latter first.,miniature adj.very small,ExamplesLittle Henry looked
20、like a miniature version of his handsome brother.The miniature furniture matches the room.,frown on/upon to disapprove of,ExamplesEvery teacher would frown on cheating in examinations.Gambling is very much frowned upon here.,American mothers have long believed that when it comes to washing out the m
21、ouths of naughty children,nothing beats Ivory Soap.,Paraphrase,ParaphraseFor many years,American mothers have preferred to use Ivory Soap to wash out the mouths of naughty children,and believed that it is better than any other soap.,The company keeps a precise count,however,of the billions of dollar
22、s it earns.,Paraphrase,ParaphraseHowever the company knows exactly the profit it makes.,It took more than twenty years for sales to top one million dollars,which they did shortly before the Civil War.,Paraphrase,ParaphraseShortly before the Civil War,and more than twenty years after its foundation,t
23、he companys sales exceeded one million dollars.,For instance,it was among the first manufacturers to use radio to reach consumers nationwide.,Paraphrase,ParaphraseFor instance,it was one of the first manufacturers that advertised their products nationwide on the radio.,Read and think Exercise 2Exerc
24、ise 3Exercise 4,Ex.2Work in pairs to develop an outline of the passage,and then give a brief presentation on Ivory Soap based on your outline.,1.About the brand name:_,The brand name was lifted from“out of ivory palaces”,a phrase found in the Bible.,(Hint:Where did the brand name come from?),Ex.2Wor
25、k in pairs to develop an outline of the passage,and then give a brief presentation on Ivory Soap based on your outline.,2.About the company:_,In 1837,two immigrants named William Proctor and James Gamble founded the company.,(Hint:How and when did the company come into being?),Ex.2Work in pairs to d
26、evelop an outline of the passage,and then give a brief presentation on Ivory Soap based on your outline.,For decades Proctor&Gamble produced candles and soap.,(Hint:What did P&G produce after it was founded?),Ex.2Work in pairs to develop an outline of the passage,and then give a brief presentation o
27、n Ivory Soap based on your outline.,It took more than twenty years for sales to top one million dollars.,(Hint:For how long did P&G top one million dollars in sales?),Ex.2Work in pairs to develop an outline of the passage,and then give a brief presentation on Ivory Soap based on your outline.,3.Abou
28、t the product:_,Safe,mild,and pure.And it floats.,1)The quality of the product:,Ex.2Work in pairs to develop an outline of the passage,and then give a brief presentation on Ivory Soap based on your outline.,3.About the product:_,Ivory Soap has earned billions of dollars for the company.,2)The profit
29、ability of the product:,Annual sales of the products under the Proctor&Gamble umbrella,including Ivory Soap exceed thirty billion dollars.,Ex.2Work in pairs to develop an outline of the passage,and then give a brief presentation on Ivory Soap based on your outline.,3.About the product:_,When it come
30、s to washing out the mouth of naughty children nothing beats Ivory Soap.,3)The popularity of the product:,At least half a dozen generations of Americans have gotten themselves clean with Ivory.,So many hands,faces,and baby bottoms have been washed with Ivory that their numbers beat the imagination.,
31、Generations of little boys have converted bars of Ivory Soap into bathtub battleships.,Ex.3With the help of the given clues,find out more information,stated or implied,in the passage to illustrate the success of Ivory Soap in terms of its business earnings and product images.,an enormous new factory
32、 in a place called Ivorydale,Annual sales,billions of dollars,Ex.3With the help of the given clues,find out more information,stated or implied,in the passage to illustrate the success of Ivory Soap in terms of its business earnings and product images.,American institution,safe,mild,and pure,solid an
33、d spotless,respected,American history,Washington Monument,Congress,Ex.4Fill in each of the blanks with an appropriate word.,Check up,The example of Proctor and Gambles famous Ivory Soap shows the potential that lies in mass marketing and planned a_ and the importance of recognizable b_ names.Ivory S
34、oap,first produced in 1879,was well p_ with clever slogans.These slogans,particularly the idea that the soap is so pure that it floats,p_ so successful that they are still p_ today.At the same time,the use of the radio serial for Ivory promotion gave rise to the e_“soap opera”,which has become a mod
35、ern g_ phenomenon.The development of Proctor and Gamble itself,from a small-scale operation founded by two i_ to a multinational empire of today serves as a good example to build brand names.,The example of Proctor and Gambles famous Ivory Soap shows the potential that lies in mass marketing and pla
36、nned a_ and the importance of recognizable b_ names.Ivory Soap,first produced in 1879,was well p_ with clever slogans.These slogans,particularly the idea that the soap is so pure that it floats,p_ so successful that they are still p_ today.At the same time,the use of the radio serial for Ivory promo
37、tion gave rise to the e_“soap opera”,which has become a modern g_ phenomenon.The development of Proctor and Gamble itself,from a small-scale operation founded by two i_ to a multinational empire of today serves as a good example to build brand names.,advertising,brand,promoted,proved,popular,express
38、ion,global,immigrants,Ex.4Fill in each of the blanks with an appropriate word.,Read and complete:Exercise 5 Exercise 6 Exercise 7Read and translate:Exercise 8Read and simulate:Exercise 9,_,Ex.5Underline the words in the following sentences which can be translated into“保证”,and then translate the sent
39、ences into Chinese.,法国已经保证明年提供数十亿美元的援助。,1.France has already pledged billions of dollars in aid next year.,1.France has already pledged billions of dollars in aid next year.,_,Ex.5Underline the words in the following sentences which can be translated into“保证”,and then translate the sentences into Ch
40、inese.,你不应对不可能做到的事做出保证。,2.You shouldnt promise what is impossible.,2.You shouldnt promise what is impossible.,_,Ex.5Underline the words in the following sentences which can be translated into“保证”,and then translate the sentences into Chinese.,老板向他保证并没有解雇他的打算。,3.The boss assured him that she had no p
41、lan to let him go.,3.The boss assured him that she had no plan to let him go.,_,Ex.5Underline the words in the following sentences which can be translated into“保证”,and then translate the sentences into Chinese.,检查一下他的眼睛，以保证没有问题，才是明智之举。,4.It would be wise to get his eyes checked to ensure there is no
42、 problem.,4.It would be wise to get his eyes checked to ensure there is no problem.,_,Ex.5Underline the words in the following sentences which can be translated into“保证”,and then translate the sentences into Chinese.,（学校）已经采取措施来保证学生不会因经济原因而辍学。,5.Measures have been taken to guarantee that no student
43、will have to drop out of college for financial reasons.,5.Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.,_,Ex.5Underline the words in the following sentences which can be translated into“保证”,and then translate the sentences into Chinese.
44、,生产商必须按规定保证其产品质量。,6.The manufacturer must warrant the quality of its products according to the regulations.,6.The manufacturer must warrant the quality of its products according to the regulations.,1.I dont think that the amount of studying you did in high school would be sufficient for you to _ goo
45、d marks in university.,attain,attainattractivebrandcampaignimportmanufacturemarketmodestprecisesponsor,2.Because of the impact of poor sales in other Asian countries,there has been a _ decrease in house sales in China this year.,modest,Ex.6Fill in the blanks with the words given below.Make changes w
46、here necessary.,3.Some young people find computer games so _ that they can hardly pull themselves away to tend to other matters.,attractive,4.The victim was able to give a _ description of the drunken driver,which was rather helpful to the police.,precise,Ex.6Fill in the blanks with the words given
47、below.Make changes where necessary.,attainattractivebrandcampaignimportmanufacturemarketmodestprecisesponsor,5.Some non-governmental organizations are planning a public _ to awaken people to the problem of noise pollution.,campaign,6.The cost of producing a tube of toothpaste is about 3 yuan,so we w
48、ill _ it at 5.50 yuan to ensure our profits.,market,Ex.6Fill in the blanks with the words given below.Make changes where necessary.,attainattractivebrandcampaignimportmanufacturemarketmodestprecisesponsor,7.Mike is now the director of a factory which _ canned food.,manufactures,8.Plenty of football
49、and basketball clubs are eager to _ young athletes if they show great promise.,sponsor,Ex.6Fill in the blanks with the words given below.Make changes where necessary.,attainattractivebrandcampaignimportmanufacturemarketmodestprecisesponsor,9.The sweaters are made of wool _ from Australia.,imported,1
50、0.According to a recent survey,youths are beginning to have a lot of influence on the products and _ their parents choose.,brands,Ex.6Fill in the blanks with the words given below.Make changes where necessary.,attainattractivebrandcampaignimportmanufacturemarketmodestprecisesponsor,Ex.7Complete the
