Experiencing English

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Experiencing English

• Book Three

Department of College English
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Unit 3 Famous Brand Names
Department of College English
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Procedure

• Lead-in
• Pair-work
• Group discussion
• Passage A
• Warm-up Activities
• Culture Notes
• Structure Analysis
• Language Points
• Difficult Sentences
• Summary
• Follow-up Activity
• Assignment

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Lead-in

• Pair-work Who is the best salesman?

Work in pairs and make up dialogues according the
pictures followed.
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What are you going to do if you are required by
your boss to
sell a house
to a snail
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What are you going to do if you are required by
your boss to
sell a refrigerator
to a Eskimo
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What are you going to do if you are required by
your boss to
sell a swimming suit
to a fish
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Group Discussion
Think about Important Qualities for a successful
salesperson?

Do you think you can be a good salesman
(saleswoman)? Why?
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Passage A Bathtub Battleship From Ivorydale
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Warm-up Activities

• Watch the video and describe what you see.

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Warm-up Activities

• What are the Ivory soaps features attracting so
  many Americans?
• Can you infer the secret to Ivorys success via
  its commercials?

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Ivory Soap
Culture Notes

• Ivory is a product of the Procter Gamble
  Company.
• Ivory is whipped with air in its production and
  floats in water.
• Ivory's well-known slogan is"99.44 pure.
• The Ivory brand includes liquid hand soap, body
  wash, and a mild laundry product called Ivory
  Snow.

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Culture Notes
Lincoln Memorial
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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
  Greek 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.

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Culture Notes

• Of all the Presidents of the United States,
  George Washington is the most celebrated. Efforts
  to commemorate 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
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Structure Analysis
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Structure Analysis
Its popular with children and mothers.
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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
by generations of American children.
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Language Points

• 1. When it comes to to concern
• When it comes to jazz, very few people know more
  than her.
• He is not good at sports, ________________________
  _______________________ (?????????????).

but when it comes to math he is the best in the
class
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Language Points

• 2. beat v. to defeat or do better than
• He beats his wife at tennis.
• Riding beats walking.
• That strange story_______________
• ______________ (?????????)!
• their numbers beat the imagination. ( Para.3)

beats any other
one I have ever heard!
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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 time
• The British pub isn't just somewhere to
  drinkit's an institution.
• ???????????
• The old man in the park is a regular institution.

Translate
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Language Points

• 4. rival
• 1) v. to equal to be as good as or reach the
  same standard as
• 2) n. one who attempts to equal or surpass
  another a competitor
• No computer can rival a human brain.
• The college's facilities rival those of Harvard
  and Yale.
• The newest model has several advantages over its
  rivals.

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Language Points

• 5. by means of by using
• They succeeded by means of patience and
  sacrifice.
• ????????????
• Thoughts are expressed by means of language.

Translate
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Language Points

• 6. take hold to become attached or established
• The newly planted vines quickly took hold.
• I broke him of this bad habit before it could
  take hold.
• c.f. take hold of

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Language Points

• 7. keep count of record to know how many there
  are (of)
• ??????????????
• 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
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Language Points

• 8. exceed v. to be greater than (a number or
  amount)
• The final cost should not exceed 5000.
• The results of the competition ___________________
  ????????.
• He was fined for exceeding the speed limit.

exceeded our expectations
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Language Points

• adj. excessive v.s. exceeding
• excessive meaning too much of something
• excessive drinking
• exceeding extreme extraordinary
• a girl of exceeding beauty

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Language Points

• 9. modest a. moderate or limited in size,
  quantity, value or range etc. not extreme
• There has been a modest improvement in housing
  conditions for the poor.
• He made only a modest donation.

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Language Points

• 10. break n. an often sudden piece of luck,
  especially good luck a chance (esp. to make
  things better)
• The actresss big break came when she stood in
  for the ailing star.
• ??????,??????
• Give him a break and hell succeed.

Translate
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Language Points

• 11. phenomenon n. a remarkable or unusual
  person, thing, event, etc.
• The huge success of her books makes her a
  remarkable phenomenon of the 20th century.
• The Beatles were a phenomenon
• nobody had heard anything like them before.

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Language Points

• 12. convert v. to (cause to) change in form,
  character or opinion
• That building has been converted into a school.
• I want to convert some RMB into American dollars.
• convert Islam to Christianity

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Language Points

• 13. assure v. to give confidence, to convince
• The doctor assured me that I wouldn't feel any
  pain.
• The dealer had assured me of its quality.
• ???????????????
• He assured us that the train would be on time.
• c.f. assure/insure/ensure/reassure

Translate
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Language Points

• 14. frown 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
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Difficult Sentences

• 1. American mothers have long believed that
  when it comes to washing out the mouths of
  naughty children, 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.

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Difficult Sentences

• 2. And should you drop it into a tubful of
  cloudy, child-colored water, not to worry it
  floats.
• And if you accidentally drop it into the
  bathtub full of dirty water, dont worryit
  floats.

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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, and they only
  spent more than twenty years after its foundation
  to achieve this goal.

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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.

Analyze the sentence structure, please.
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Reference

• 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.

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Difficult Sentences

• 5. Generations of 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.

Analyze the sentence structure, please.
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Reference

• Generations of 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.

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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
  the history of Ivory Soap, first produced in
  1879, and discusses the slogans which were used
  to promote it.

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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 PG
  itself, from 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.

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Follow-up Activity
You are a PG representative at a trade fair held
in a Chinese city where PG is still not so often
heard of. Try to persuade the visitors to the PG
booth to buy PG products.
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Ivory Soap

• Features
• Safe
• Mild
• Pure
• Floating
• Popular with children
• Popular with mothers

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Crest Toothpaste

• Features
• Good taste
• Popular with children

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Prell Shampoo

• Features
• Nurture hair
• Clean up scurf

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Tide Detergent

• Features
• Clean stains
• Sunshine smell

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Reference
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Assignment

• Write a short paragraph with the title X (A
  Brand of Product) Helps Me To Beat the Problem.

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Passage BHaier Seeks Cool U.S Images
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Procedure

• Warm-up Activities
• Culture Notes
• Language Points
• Difficult Sentences
• Summary
• Follow-up Activity
• Assignment

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???
Warm-up Activities

Can you name them?
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Warm-up Activities

• Brainstorm some household appliances /domestic
  electrical appliances

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Reference

• fridge/refrigerator/chest freezer/
• ice box/cooler/mini-bar
• air conditioner, (electric) vacuum cleaner, hair
  dryer, washing machine/washer
• dish washer, microwave oven, electric cooker,
  toaster
• heater, hot water heater, electric fan, iron
• TV, camera

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Culture Notes

• Haier is the worlds 4th largest white goods
  manufacturer and one of Chinas Top 100
  electronics and IT companies.

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Haier CEO Zhang Ruimin
Culture Notes

• 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.

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Culture Notes

• In 1997, Zhang Ruimin was presented with the 1997
  Entrepreneur 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.

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Language Points

• 1. household adj. of, relating to, or used in a
  house commonly known familiar
• household goods/appliances/chores
• Coca Cola is a household name around the world.
• householder/housekeeper

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Language Points

• 2. compete 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
  job.
• competition, competitor, competitive

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Language Points

• 3. target v. something aimed or fired at
• The hunter's 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.

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Language Points

• 4. campaign n. an operation 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 candidate's political campaign
• a campaign to stop people from smoking

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Language Points

• 5. feature v. to advertise sth. more than usual
  to have or include as a prominent part or
  characteristic
• This week's broadcast features a report on
  victims of domestic violence.
• ?????????
• a film featuring famous actors

Translate

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Language Points

• 6. exceptional adj. unusually good unusual
  and likely not to happen often
• He treated his employees with exceptional
  kindness.
• (????????)_____________________Ive never seen
  anything like it before.

This is an exceptional case
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Language Points

• 7. comparable adj. equivalent similar that
  can be compared
• The girls are of comparable ( similar) ages.
• Our house is hardly comparable with yours.
• (????????) _______________
• ______________________ both give light and
  heat.

A
fire is comparable with the sun
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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 shouldn't allow your job to dominate your
  life like that.

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Language Points

• 9. mainstream n. the way of life or set of
  beliefs accepted by most people 
• The candidate's speech represented the mainstream
  thinking on economic policy.
• Hollywood movies are usually considered
  mainstream and of course worth watching.

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Language Points

• mainboard
• mainbody
• mainland
• mainline
• mainsail
• mainstay

main--- the chief or largest part
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Language Points

• 10. open up to to make available or
  accessible to
• Einsteins theory opened up a whole new world to
  us.
• Charity schools will open up education
  opportunities to more poor children.

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Language Points

• 11. revenue n. money that a government or
  company receives regularly
• Total revenue for the year was estimated at
  ?68,730 million.
• Taxes provide most of the government's revenue.

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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.

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Difficult Sentences

• 2. Theyre popular and beating our expectations
  on sales.
• The products sell good, and it is totally out
  of our expectations.

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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 particular 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
  profile in the United States.

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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 Yorks Broadway and
  is planning to expand its ranges to include other
  appliances such as washing machines with
  advantages like Internet access.

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Follow-up Activity

• Group Discussion--- the pros and cons of
  advertisement

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Assignment

• Read the Translating Skills Practice in Page 68
  and do its following exercises.