商务英语阅读Unit15叶兴国

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,Unit 15,2014.12,Business English:A Reading Course,Background information,I.advertisement films/commercials,（电台或电视播放的）广告,Unilever:Dove Campaign for Real Beauty,II.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 Questions,1.Do you think that an advertiser is responsible for the improvement of the world?By what means can he do?,2.When the World Wide Web appeared in the mid-1990s,many people thought that TV as an old medium would fade away.But it turns out exactly the opposite.Why do people today watch TV more than ever?,Business English:A Reading Course,4,Reading Skills:,Introduce the Basic Information about Business English Reading,Business English:A Reading Course,Unit 14,Some useful expressions:,P176,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.,5,Reading Skills:,Introduce the Basic Information about Business English Reading,Words,to predict the trend of economic and trade development,：,1.expect,hope,anticipate,project,forecast,on the point of,around the corner,on the horizon,in the offing,等；,2.,非常肯定：,will(certainly/surely/definitely/no doubt),is bound/certain/about,等,;,3.,可能性比较大,:should,would,will probably,is likely,等,;,4.,一般可能性：,may,will possibly,might,could,等,.,Unit 15,6,Reading Skills:,Introduce the Basic Information about Business English Reading,Words,to predict the trend of,economic and trade development,：,5.,约估的字眼,1,：,measly,around,roughly,some,close to,approximately,averaged,almost,in the region of,等；,6.,约估的字眼,2,：,far over/above,just over/above(,略高于,);almost/nearly/just under(,略低,),等,;,Unit 15,7,Reading Skills:,Introduce the Basic Information about Business English Reading,Ways to compare,：,1.,比较级；,More than,no more than,farm less than,more than,等,;,Unit 15,1.Unilever:,联合利华，财富,500,强公司之一。,1929,年，英国,lever,公司与荷兰,Margarine Unie,公司签订协议，组建,Unilever,公司，总部设在英国伦敦，产品种类主要是个人护理用品、家庭护理用品和食品。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,2.That,on the face of it,is the conclusion to be drawn from the strange case of Unilever,s Dove Campaign for Real Beauty.,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”这一古怪案例中所得到的结论。,on the face of it:,从表面判断，乍看起来。如：,On the face of it,the document seemed genuine.,从表面看，这文件是真的。,draw from:,得到（取得），常用被动语态。如：,All necessary expenses are drawn from the public welfare funds.,所有必要的费用都从公益基金中支出。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,2.That,on the face of it,is the conclusion to be drawn from the strange case of Unilevers Dove Campaign for Real Beauty.,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”这一古怪案例中所得到的结论。,The Campaign for Real Beauty:,“真美行动”是联合利华旗下的品牌“多芬”于,2004,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“真美”定义的理解，拓宽目前模式化的美丽观点。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,3.It is hard-hitting,thought-provoking stuff and,to its credit,downright fearless.,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。,to one,s credit,：,值得赞扬。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,4.Campaign for a Commercial-Free Childhood:,“无商业化童年运动”。,2006,年，英国智囊团“指南针”发起了这一运动，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、感情上的不成熟”。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,5.Their failure brings to mind John Major,s ill-fated“back to basics”campaign,an attempt to restore traditional values which,while laudable and decent in intent,was doomed to embarrassing failure by the evident inability of 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多舛的“返本归根”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。,ill-fated,：,命中注定要失败的，注定不幸的。如：,an ill-fated business venture,注定要失败的商业冒险。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,5.Their failure brings to mind John Major,s ill-fated“back to basics”campaign,an attempt to restore traditional values which,while laudable and decent in intent,was doomed to embarrassing failure by the evident inability of some of his ministers to live up to them.,“back to basics”campaign,：“回到民生”运动或“返本归根”运动。,在,1993,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。,live up to,：,履行，达到预期标准，不辜负。如：,You must live up to your promise.,你必须实践你的诺言。,Business English:A Reading Course,Text A,：,Wrinkle,Wrinkle,Little Star,Text B,：,TV Is Dying,？,Long Live TV,！,Notes on the Text:,1.Standing tall in a field of new tech wonders,its a geezer technology that was invented in the 1920s and commercialized in the 1940s,and its still more powerful than anything created since.,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,20,年代，在,40,年代商业化，时至今日仍然比此后的任何创造都强大。,Business English:A Re