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1、Experiencing English,Book Three,Unit 3 Famous Brand Names,Procedure,Lead-inPair-workGroup discussionPassage AWarm-up ActivitiesCulture NotesStructure AnalysisLanguage PointsDifficult SentencesSummaryFollow-up ActivityAssignment,Lead-in,Pair-work:Who is the best salesman?,Work in pairs and make up di
2、alogues according the pictures followed.,What are you going to do if you are required by your boss to,sell a house,to a snail,What are you going to do if you are required by your boss to,sell a refrigerator,to a Eskimo,What are you going to do if you are required by your boss to,sell a swimming suit
3、,to a fish,Group Discussion,Do you think you can be a good salesman(saleswoman)?Why?,Think about Important Qualities for a successful salesperson?,Passage A Bathtub Battleship From Ivorydale,Warm-up Activities,Watch the video and describe what you see.,Warm-up Activities,What are the Ivory soaps fea
4、tures attracting so many Americans?Can you infer the secret to Ivorys success via its commercials?,Ivory Soap,Ivory is a product of the Procter&Gamble Company.Ivory is whipped with air in its production and floats in water.Ivorys well-known slogan is99.44%pure“.The Ivory brand includes liquid hand s
5、oap,body wash,and a mild laundry product called Ivory Snow.,Culture Notes,Culture Notes,Lincoln Memorial,Culture Notes,The Lincoln Memorial is a tribute to President Abraham Lincoln and the nation he fought to preserve during the Civil War(1861-1865).The Lincoln Memorial was built to resemble a Gree
6、k temple.It has 36 Doric columns,one for each state at the time of Lincolns death.A sculpture by Daniel Chester French of a seated Lincoln is in the center of the memorial chamber.,Culture Notes,Of all the Presidents of the United States,George Washington is the most celebrated.Efforts to commemorat
7、e his legacy began during his lifetime and continue to this day.Down through the years they have taken on many forms.But none have captured the imagination of the people world-wide like the Washington Monument.,Washington Monument,Structure Analysis,Department of College English,Structure Analysis,I
8、ts popular with children and mothers.,Structure Analysis,Restate the features of Ivory Soapits so pure that it can float and then be converted into bathtub battleships the title of the article bygenerations of Americanchildren.,Language Points,1.When it comes to:to concernWhen it comes to jazz,very
9、few people know more than her.He is not good at sports,_(但在数学方面却是班里最棒的).,but when it comes to math he is the best in the class,Language Points,2.beat:v.to defeat or do better thanHe beats his wife at tennis.Riding beats walking.That strange story_ _(是我所听过最精彩的)！their numbers beat the imagination.(Par
10、a.3),beats any other one I have ever heard!,Language Points,3.institution:n.or a thing firmly associated with a place;a person who has been seen in the same place and/or doing the same thing for a long timeThe British pub isnt just somewhere to drinkits an institution.那老人常在公园里出现。The old man in the p
11、ark is a regular institution.,Translate,Language Points,4.rival:1)v.to equal;to be as good as or reach the same standard as2)n.one who attempts to equal or surpass another;a competitorNo computer can rival a human brain.The colleges facilities rival those of Harvard and Yale.The newest model has sev
12、eral advantages over its rivals.,Language Points,5.by means of:by usingThey succeeded by means of patience and sacrifice.思想是通过语言来表达的。Thoughts are expressed by means of language.,Translate,Language Points,6.take hold:to become attached or established The newly planted vines quickly took hold.I broke
13、him of this bad habit before it could take hold.c.f.take hold of,Language Points,7.keep count of:record;to know how many there are(of)我今年买的新书多得难以数清。I have bought so many new books this year that its really difficult for me to keep count of them.c.f.lost count of,Translate,Language Points,8.exceed:v.
14、to be greater than(a number or amount)The final cost should not exceed$5000.The results of the competition _超出了我们的预想.He was fined for exceeding the speed limit.,exceeded our expectations,Language Points,adj.excessive v.s.exceedingexcessive:meaning too much of something excessive drinking exceeding:e
15、xtreme;extraordinarya girl of exceeding beauty,Language Points,9.modest:a.moderate or limited in size,quantity,value or range etc.;not extremeThere has been a modest improvement in housing conditions for the poor.He made only a modest donation.,Language Points,10.break:n.an often sudden piece of luc
16、k,especially good luck;a chance(esp.to make things better)The actresss big break came when she stood in for the ailing star.给他一个机会，他会成功的。Give him a break and hell succeed.,Translate,Language Points,11.phenomenon:n.a remarkable or unusual person,thing,event,etc.The huge success of her books makes her
17、 a remarkable phenomenon of the 20th century.The Beatles were a phenomenon nobody had heard anything like them before.,Language Points,12.convert:v.to(cause to)change in form,character or opinionThat building has been converted into a school.I want to convert some RMB into American dollars.convert I
18、slam to Christianity,Language Points,13.assure:v.to give confidence,to convinceThe doctor assured me that I wouldnt feel any pain.The dealer had assured me of its quality.他向我们保证火车将会准时到达。He assured us that the train would be on time.c.f.assure/insure/ensure/reassure,Translate,Language Points,14.frown
19、 on/upon:to disapprove of Please make a sentence by using“frown on/upon”?Smoking is frowned upon in many public places.Every teacher would frown on cheating in exams.,Reference,Difficult Sentences,1.American mothers have long believed that when it comes to washing out the mouths of naughty children,
20、nothing beats Ivory Soap.For 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.,Difficult Sentences,2.And should you drop it into a tubful of cloudy,child-colored water,not to worry it floats.And
21、 if you accidentally drop it into the bathtub full of dirty water,dont worryit floats.,Difficult Sentences,3.It took more than twenty years for sales to top one million dollars,which they did shortly before the Civil War.Shortly before the Civil War,the companys sales exceeded one million dollars,an
22、d they only spent more than twenty years after its foundation to achieve this goal.,Difficult Sentences,4.So successful was this new product and the marketing effort that placed it in the hands of nearly every American that the company soon built an enormous new factory in a place called Ivorydale.,
23、Analyze the sentence structure,please.,So successful was this new product and the marketing effort that placed it in the hands of nearly every American that the company soon built an enormous new factory in a place called Ivorydale.,Reference,Difficult Sentences,5.Generations of boys armed with toot
24、hpicks,miniature flags,or leftover parts from model ships there are always a few have converted bars of Ivory Soap into bathtub battleships.,Analyze the sentence structure,please.,Generations of boys armed with toothpicks,miniature flags,or leftover parts from model ships there are always a few have
25、 converted bars of Ivory Soap into bathtub battleships.,Reference,Summary,The writer uses the example of Proctor and Gambles 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 th
26、e history of Ivory Soap,first produced in 1879,and discusses the slogans which were used to promote it.,Summary,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
27、 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.,Department of College English,You are a P&G representative at a trade fair held in a Chinese
28、 city where P&G is still not so often heard of.Try to persuade the visitors to the P&G booth to buy P&G products.,Follow-up Activity,FeaturesSafe Mild Pure Floating Popular with children Popular with mothers,Ivory Soap,FeaturesGood taste Popular with children,Crest Toothpaste,FeaturesNurture hairCle
29、an up scurf,Prell Shampoo,FeaturesClean stainsSunshine smell,Tide Detergent,Reference,Tide Helps Me to Beat the ProblemMy son Scott is a normal 13-year-old boy no less smelly than any other boy his age.He sweats ingym class like the others,and despite my urgings,heoften forgets to bring his gym clot
30、hes home to be washed.When the clothes are finally brought home,however,Im almost sorry I asked for them.The smell of PE class is so overpowering that I can hardly breathe.The odor is not easy to wash away,and it really presents me with disheartening challenge.But finally I found a solution to beat
31、the problem,that is Tide a powerful washing powder.Tide really works wonders.Now I always count on Tide to help get rid of those tough odors.,Assignment,Write a short paragraph with the title:X(A Brand of Product)Helps Me To Beat the Problem.,Passage BHaier Seeks Cool U.S Images,Procedure,Warm-up Ac
32、tivitiesCulture NotesLanguage PointsDifficult SentencesSummaryFollow-up ActivityAssignment,Can you name them?,?,Warm-up Activities,Warm-up Activities,Brainstorm some household appliances/domestic electrical appliances,fridge/refrigerator/chest freezer/ice box/cooler/mini-barair conditioner,(electric
33、)vacuum cleaner,hair dryer,washing machine/washer dish washer,microwave oven,electric cooker,toasterheater,hot water heater,electric fan,ironTV,camera,Reference,Department of College English,Culture Notes,Haier is the worlds 4th largest white goods manufacturer and one of Chinas Top 100 electronics
34、and IT companies.,Haier CEO Zhang Ruimin,He was born on January 5,1949 in Laizhou,Shandong.To improve Haiers management efficiency,Zhang Ruimin combined Chinese traditional culture and western industrial experience.,Culture Notes,Culture Notes,In 1997,Zhang Ruimin was presented with the 1997 Entrepr
35、eneur Award by Asia Weekly.In 1999,Zhang Ruimin was ranked 26th among the 30 World Most Respected Business Leaders by the Financial Times.On September 6,2002,Zhang Ruimin was honored with a Global Business Leader.,Language Points,1.household:adj.of,relating to,or used in a house;commonly known;famil
36、iarhousehold goods/appliances/choresCoca Cola is a household name around the world.householder/housekeeper,Language Points,pete:v.try to do or be better than someone else They found themselves competing with foreign companies for a share of the market.I had to compete against 19 other people for the
37、 petition,competitor,competitive,Language Points,3.target:v.something aimed or fired atThe hunters target was a wild animal.It is hoped that civilians will not be targeted during the war.Most ads target(=are directed at/aimed at)a specific area of the market.,Language Points,4.campaign:n.an operatio
38、n or series of operations energetically pursued to accomplish a purpose One of the most famous advertising campaigns in the history was for Michael Jordan.a candidates political campaigna campaign to stop people from smoking,Language Points,5.feature:v.to advertise sth.more than usual;to have or inc
39、lude as a prominent part or characteristic This weeks broadcast features a report on victims of domestic violence.由大明星主演的影片a film featuring famous actors,Translate,Language Points,6.exceptional:adj.unusually good;unusual and likely not to happen often He treated his employees with exceptional kindne
40、ss.（这个案子是个例外）_;Ive never seen anything like it before.,This is an exceptional case,Language Points,parable:adj.equivalent;similar;that can be comparedThe girls are of comparable(=similar)ages.Our house is hardly comparable with yours.(火可以和太阳相比)_ _;both give light and heat.,A fire is comparable with
41、the sun,Language Points,8.dominate:v.to have or exercise control or power(over)It was obvious that her husband completely dominated her.The industry is dominated by five multinational companies.You shouldnt allow your job to dominate your life like that.,Language Points,9.mainstream:n.the way of lif
42、e or set of beliefs accepted by most peopleThe candidates speech represented the mainstream thinking on economic policy.Hollywood movies are usually considered mainstream and of course worth watching.,Language Points,mainboard mainbody mainlandmainlinemainsailmainstay,main-the chief or largest part,
43、Language Points,10.open up to:to make available or accessible toEinsteins theory opened up a whole new world to us.Charity schools will open up education opportunities to more poor children.,Language Points,11.revenue:n.money that a government or company receives regularlyTotal revenue for the year
44、was estimated at￥68,730 million.Taxes provide most of the governments revenue.,Difficult Sentences,1.by targeting students in the hope that they will remain loyal as they get older.by aiming at students as primary customers,hoping that they will remain regular customers of Haier as they get older.,D
45、ifficult Sentences,2.Theyre popular and beating our expectations on sales.The products sell good,and it is totally out of our expectations.,Summary,This passage is a newspaper article examining the rise of a Chinese company-Haier Group Co.-in the US domestic appliance market.By concentrating on a pa
46、rticular sector of the market,that of smaller mini-bars and drinks coolers,and aiming at a specific group of consumers:students-who they hope will remain faithful to the brand once they get older and their spending power increases,the company is managing to increase its sales and accentuate its prof
47、ile in the United States.,Summary,Haier,and presumably other Chinese manufacturing companies,will need to expand beyond the borders of China as the countrys entry into the WTO opens the doors to foreign competitors at home.The company now has a plant in the United States and new headquarters on New
48、Yorks Broadway and is planning to expand its ranges to include other appliances such as washing machines with advantages like Internet access.,Follow-up Activity,Group Discussion-the pros and cons of advertisement,Assignment,Read the“Translating Skills Practice”in Page 68 and do its following exercises.,
