unit 14 Package Design for students(bo).ppt

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1、Integrated SkillsIntegrated Skills of English 4 of English 4TeachingplaninthistermUnit 14 package designUnit 3 Time to stop Excuses for LatenessUnit 10 The Dream of an HourUnit 1 I Wandered Lonely as a CloudUnit 2 Mr.Boggiss SecretUnit 4 Hummingbird WinterUnit 5 The power of a Good NameCoursegoalsan

2、drequirementsOral work:Youareexpectedtotakeanactivepartintheactivitiesinandoutofclass,e.g.,retellingwork,criticalcommentontheideasconveyedinthepassage,freegroupdiscussion,etc.Written work:Youareexpectedtowritebriefsummariesofeachpassageinparttwo,towritecriticalcommentontheideasconveyineachpassageLan

3、guage work:Youareexpectedtofinishtheexercisesaloneoringroup,tofinishtheExtendedexercisesinSsbookandworkbookontime.TEM-4 work:YouareexpectedtodomoreTEM-4testpapers.CourseassessmentCourseassessment=processassessment(20%)+mid-termexam(20%)+finalexam(60%)Unit OneUnit One Package DesignPackage DesignUnit

4、topics1.Talkingabouttherelationshipbetweenappearanceandcontent2.Describingobjects,animalsandpeople.3.Talkingabouttheuseofsmallobjectsinlife.Task1Directions:grouptogetherandhaveadiscussionofhowtodescribetheappearancesofobjects,thingsandpeopleTopicAppearance of objects,animals or human beingsMaterial/

5、textureshapesizecolorExpressions of sizecolossal,huge,vast,enormous,gigantic,immense,stout,chubby,plump,bulky,roly-poly,titan,mammoth,elephantine,small,miniature,diminutive,midget,tiny,teeny-weenyExpressions of shapecrooked(弯曲的）弯曲的）,oval,undulating(波浪形波浪形的）的）,angular,square,round,rectangle,hooked,hu

6、mped（有肉峰的）（有肉峰的）,pointed,oblong,linear,symmetrical,truncated（截（截平的，平头的）平的，平头的）,bowlegged（弓形腿的）（弓形腿的）,snub-nosed（塌鼻的）（塌鼻的）,hunchbacked,curved,bulging(突出的）突出的）,five feet long,two feet high and four feet wide,a space six by ten feet Expressions of material/texturewood,paper,plastic,fabric,silk,rayon(人造

7、丝人造丝),batik(蜡染印花布蜡染印花布),nylon,wool,onionskin(薄的半透明纸薄的半透明纸),cotton,tissue,parchment(羊皮纸羊皮纸),silky,velvety,smooth,coarse,grainy,gritty,roughPrepositional phrases of appearanceslike velvet,in yellow,on the crooked path,With plastic,towards obesity,along with a snub-nose 狮子鼻狮子鼻Figurative language(The co

8、n-man was)as smooth as silk,(His ego was)colossal,a midget in the land of titans,crooked(smile),serpentine-like(thinking),shaped like an hourglass,(He ate)like a horse,(ran)like a snailTask2Directions:group together and discuss“Why and when do people use similes and metaphors?”Task3PracticeDirection

9、s:Describeobjects,animalsandpeoplewiththeexpressionsorphraseslearnedinthissection.Listening UFO,alien and youUFO,alien and youTask 4Listen to the recording and answer the following questions.1.Describeoneofthealiensreferredtointherecording.2.Whatdidthefairy-likealienreportedlysayabouttheappearanceof

10、thehumanbeing?3.WhatdoesoneoftheUFOsmentionedintherecordinglooklike?4.WheredoaliensandUFOscomefromaccordingtosomepeople?ListeningscriptHave you ever seen a UFO or an alien?Many people around the world claim they have.What did they see?Some people have said they saw a spinning silver disc in the sky

11、and a pointed-eared,cat-eyed alien.Others claim seeing a one-eyed,colossal creature with an elongated head walking out of an oval-shaped disk.Still others report seeing a midget-sized,green man with velvet skin floating around an orb of bright white light.One person even reported having a conversati

12、on with a fairy-like alien.The alien kept repeating,Dont be alarmed.Dont panic.You look as strange to me as I do to you.Your head is so tiny,your body so bulky.Your legs so long and thin and they look so weak,your skin so pink and hairy and you have bulging eyes.One UFO reportedly landed in American

13、 Samoa,near a tiny fishing village tucked between the blue ocean and steep cliffs.The village natives believe the area where it landed is a holy place and that the alien visitors must have known this.Magical red stones are found there,and they claim that these stones contain spiritual energies which

14、 have aided mental and physical healing for generations.The natives long ago built a huge stone circle at the site and a Snake Mound,a snake-like sculpture five feet high and fifty feet wide.The form begins with an open mouth and,after going through seven major curves,ends 1,300 feet later with a ti

15、ghtly coiled tail.The UFO landed,they said,in front of the open mouth of the snake-like sculpture.Are these people who are reporting UFO and alien sightings having visions?Is this a case of mass hysteria or delusion?Or have they in fact seen beings from outer space and alien spacecraft?Some people b

16、elieve they are real and come not from other worlds in our universe but from unseen,other dimensions of reality.Science cannot explain it.Indeed,science is openly critical and skeptical of such sightings.Whatever the verdict（判决，判（判决，判定）定）or opinion of science,the sightings continue,and the mystery r

17、emains.Task5retellingDirections:findapartnerandretellthestorytoeachother.Task 6DiscussionDirections:Discuss with you partner your thoughts concerning UFOs and aliens.Have you ever seen a UFO/alien or has anyone you know seen one?Do you believe they exist?If you had to create from your imagination a

18、UFO/alien,what would they look like?Describe the site where your imagined UFO would land.Why do you think people are interested in UFO/alien stories?Task 7Quick writingDirections:Write a short passage to describe the appearance of your best friend,your favorite animal,your dream house,your ideal boy

19、friend or girlfriend.Reading ComprehensionPart IITask1SpellingDirections:Writedownthewordstheteacherreadforyou.Task 2Pre-reading taskDirections:Some people claim that the package of a product not only gives customers visual pleasure,but is also part of the commodity.Look at the following products an

20、d see how the packages of the products attract consumer in a way?ContentawarenessTask 3:Probe the story1.DescribeAngelisstudioinSanFrancisco.2.HowdoesAngelicommentontherelationshipbetweencustomersandpackage?3.Whatdoesthecoffeepackageexampleintendtoillustrate?4.Whydopackagedesignersattachsomuchimport

21、ancetocolors?5.Whydoestheindustrysay“thepackageistheproduct”?Task4TextstructureDirections:the text can be divided into 4 parts,now put down the paragraph numbers of each of the 4 Parts and then give its main idea.Parts paragraphsMainideaIIIIIIIVLanguageworkPara.1fashionable district:have the look of

22、:look like,have the appearance of That building has the look of an open book.pop art:Pop art is modern art movement that appeared in the US and Britain in the late 1950s.It is influenced greatly by television,advertising,comics,etc.Artistsinthisschoolusedobjectsofmass-culture,suchassoupcans,food,mac

23、hines,orpicturesoffilmstars,assubjectmatteroftheirpaintings,whichwereoftenbrightly-colored.SomeofthebestknownpopartistsareJasperJohnsintheUSandAndyWarholinEngland.granite:花岗岩as_asgranite坚定的信念_reston:1)toleanon,besupportedby,The bridge rests on stone arches.2)(ofsightortheeyes)tobedirectedon,fallonHi

24、s eyes rest on the empty seats.She rests her eyes on the baby.harda will of granitestale:adj.havinglostfreshnessdoughnut:bear up:tostandupto,tosupport;toshowcourageorstrengthbycontinuinginspiteofdifficulties这座旧桥现在几乎支撑支撑不起它本身的重量了。面对这一切不幸事件,他表现得很坚强坚强。强烈的责任感使他坚持坚持了下来。Theoldbridgecanhardlybearupitsownwe

25、ightnow.Heboreupwellagainstallthesemisfortunes.Hewasborneupbyastrongsenseofresponsibility.bear,suffer,endure,tolerate,stand这组动词都有“忍受”的意思bear和suffer可以表示“对强加的任何东西的忍受”，bear侧重于表示“忍受沉重或难办的事”。Intheend,Icouldnotbearit.WhenmyoldfriendBrianurgedmetoacceptacigarette,itwasmorethanIcouldbear.而suffer侧重于表示“忍受或经受令

26、人不愉快的、甚至于痛苦的事”。endure强调“长时间的忍受痛苦而不屈服”。Whatcantbecuredmustbeendured.Travelersinspacehavetoenduremanydiscomfortsintheirrockets.tolerate和stand都表示“忍受令人生厌的事”。tolerate的内涵是“为了和平或融洽而不反对”Whypeoplearepreparedtotolerateafourhourjourneyeachdayforthedubiousprivilegeoflivinginthecountryisbeyondmyken.Consideringhi

27、shomesituation,hehadtotoleratehiswife.stand常与bear通用，如果用词确切，stand总包含着“不退让”、“不畏缩”的“忍受”。HecanstandmorepainthananyoneelseIknow.Hestoodthetestofwar.Para.2not so muchas:not.butrather.与其说A不如说BHeisnotsomuchawriterasareporter.Oursuccesswasattributednotsomuchtoyourhelpastoourcooperation.Ilaydownnotsomuchtosle

28、epastothink.Para.3Seduce:1)inducetohavesex;2)toleadastray,asfromtherightaction3)towinover,attract,orlureseduce sb.into doing sth.Poetryandsongseduceoneintothinkinglovecontinueswithoutinterruption.seduce sb.away from sth.Thewarmweatherseducemeawayfrommystudytogoforawalk.hair spray:发胶发胶Muffin：cupcakeP

29、ara.4.thepackagemustscreamorwhineorpurrorwhisperitsmessageof.loudandclearenough:Thepackagemustbesodesignedthatitappealstopeopleineverypossiblewayandmakesthemwanttobuytheproducts.abusinessofequalpartsartandartifice,scienceanddeception:Designing,producingandmarketingpackagesisbothartandclevertrick,bot

30、hscienceandanactofcheating.Para.5grasptheimpactofpackaging:understandtheeffectandinfluenceofpackaging.grasp:tosucceedinunderstandingsterile:lackinginspirationorvitality;(antonym)fertilebeequalto:bethesameasPara.6aspire:todirectoneshopesandeffortstosomeimportantaimaspire to(after)sth./aspire to do st

31、h.Imashamedofmyignorance,andIaspireafterknowledgeofscienceandtechnology.Soifyouaspiretobeagoodconversationalist,beanattentivelistener.thechallengeofpackagingistocreateanidentitytowhichthebuyeraspires,nottoreflectthebuyerstrueidentitySuccessfulpackagingcreatesanidealimagethatthebuyerwantsandiseagerto

32、identifyhimselfwith.市场调查员戴维斯市场调查员戴维斯梅森指出，包装的挑战就是要梅森指出，包装的挑战就是要创造一个购买者渴望拥有的形象，而不是去反映购创造一个购买者渴望拥有的形象，而不是去反映购买者的真实身份。买者的真实身份。frumpy-looking Americans:unattractiveandold-fashionedAmericansrub it in:tokeeptalkingaboutsth.thatanotherpersonwantstoforget,suchaspastmistakesIknowitsmyfault.Butyoudonthavetorub

33、itin.sitting cheek-to-cheek in a romantic terra-cotta setting:sittingintimatelytogetheragainstasentimental,brownish-redbackground.Terra-cotta:赤陶赤陶兵马俑博物馆_MuseumofTerra-CottaWarriorsandHorsesPara.7motivate:v.toprovidesb.withastrongreasonfordoingsth.ahardsell:goodswhicharedifficulttosellwithabuilt-insp

34、outandacap.flewofftheshelf:Whentheyintroducedacapthatservedalsoasameasuringcup,theliquidlaundrydetergentsoldverywell.double:adj.havingtwodifferentusesdoubleas:tohaveaseconduse,joborpurposeas兼作,兼任Thischairdoublesasabed.Maryisplayingtheroleofthedancer,butalsodoublesasthemother.lightentheloadoflaundryd

35、ay:reducetheamountofworkinvolvedindoinglaundryPara.8emotionallyratherthanintellectually:(Peoplereacttocolors)throughfeelingsoremotionsratherthanreasoninggivescolorsubliminalpower:enablescolortoinfluencepeopleatanunconsciouslevel.stand out:tobeconspicuous,distinctive,noticeable,orprominentThenewroads

36、igniseasytoread;thewordsstandoutwell.standout:n.杰出的杰出的(人物人物)优秀的选优秀的选手手Para.9connote:(ofaword,phrase,etc)toimplyorsuggest(associationsorideas)otherthantheliteralmeaningForapoliticalleader,hesitationisapttoconnoteweakness.garishshades:verybrightshadesofacolor,ofteninbadtastecut-rate:sellingorsoldatadi

37、scountmutedearthtones:softenedorsubduedtintorshadePara.10rummage:v.tosearch(through)whilelookingforsomething,oftencausingdisorderorconfusionn.theactofrummagingIhadarummageindrawers.thosecolorrulesweremadetobebroken:Thereareexceptionstothoserules;rulesarenotalwaysfollowed.Para.10,11deck:todecorateThe

38、roomwasdeckedwithflowers.turnthingsaround:toseetherelationshipbetweenproductandpackageinacompletelydifferentway.WhatAngelimeansisthatwedontneedtocaremuchaboutwhatisinsideapackageaslongasthepackagingitselfattractsus.Task5languagefocusI.VocabularyDirections:fill in the blanks with the proper forms of

39、the following words or expressions from the box.aspire seduce Motivate double stale subliminal standout bear uprub it in have the look of 1.He_amanwhomeansbusiness.2.Theyhadnothingtoeatbut_bread.3._（打起精神来）,ourtroubleswillblowoverinnotime.4.Hewas_intoleavingthecompanybytheofferofhigherpayelsewhere.5.

40、Manyunknownwriters_tofame.6.AsIcamebythem,hewas_（数落）yourbrother.7.Theparticipantsatthemeetingagreedonthefactthatthespiritofentrepreneurshipwould_thestaffworkerstodotheirbestfortheenterprise.8.Intheplay,Marywasplayingthepartofadancer,butthedirectoraskedherto_asthemother.9.Theselittleeyemovementsmayal

41、sohelpexposeapersons_thoughts.10.Redflags_brightlyagainstebluesky.II.Multiple choices Directions:please choose the best answers according to the context.1.Heisnotsomuch_ahelpasIthoughthewouldbe.A.ofB.in C.atD.as2.Thewordmeaninggiveninthedictionaryiscalled_meaning.A.denotativeB.connotativeC.collectiv

42、eD.stylistic3.Ifyoukeepgettingwrongnumbers,yourphonecouldbe_.A.defectiveB.ineffectiveC.deficientD.deceptive4.Ifbusinessmenaretaxedtoomuch,theywillnolongerbe_toworkhard,withtheresultthattaxrevenuesmightactuallyshrink.A.cultivatedB.licensedC.motivatedD.innovated5.IliketogotothecinemawhenIaminthe_forit

43、.A.motiveB.mindC.moodD.notion6.Thebeamthatis_byalaserdiffersinseveralwaysfromthelightthatcomesoutofaflashlight.A.emittedB.transportedC.motivatedD.translated7.Thewomaninthekitchen_tothedoctorthatthewaterwashot.A.motionedB.mentionedC.meantD.motivated8.Eversincetheriseofindustrialism,educationhasbeen_t

44、owardsproducingworkers.A.harnessedB.hatchedC.motivatedD.geared9.ProfessorTaylorstalkhasindicatedthatsciencehasaverystrong_ontheeverydaylifeofnon-scientistsaswellasscientists.A.motivationB.perspectiveC.impressionD.impact10.Ofcourse,talkingaboutsomethingwhichaffectsthempersonallyis_motivatingforstuden

45、ts.A.chieflyB.correctlyC.currentlyD.eminently11._thefactorsalreadyreferredto,peoplesometimesfeelinsecurebecausetheirmotivesaremisunderstoodbyothers.A.ButforB.ExceptforC.Apartfrom D.Exceptthat12.Thefindingspaintauniquepictureoftheshoppinghabitsofcustomers,plustheirmotivationand_.A.privilegesB.possibi

46、litiesC.possessionsD.preferences13.Ifbusinessmenaretaxedtoomuch,theywillnolongerbemotivatedtoworkhard,withtheresultthatincomesfromtaxationmightactually_.A.shrinkB.delayC.disperseD.sinkIII.Translation1.与其说成功在于运气不如说是辛勤努力。2.他有一副铁石心肠。3.No wonder,then,that designing,producing and marketing packages has g

47、rown into such an enterprise,a business of equal parts art and artifice,science and deception.4.Market researcher Davis Masten says that the challenge of packaging is to create an identity to which the buyer aspires,not to reflect the buyers true identity.5.Yellow,when golden,connotes quality,but in

48、 its more garish shades evokes the cut-rate,not always an undesirable effect.Words and Expressionshave the look ofrest onbear upnot so muchastransformintohungry forgrab ones interestgrow intograsp the impact of be equal toaspire torub sth.inother thandeck outturn aroundstaleseduceartificedeceptionst

49、erilesubliminalstandoutgarishrummageAssignment1.How do you understand“The art of selling,all wrapped up”?2.Do you believe that the package is everything?Why and why not?3.Write a short essay about 300 words on the advantages and disadvantages of packaging.4.Finish the exercises on page 283-293.Exten

50、ded ActivitiesPart IIIReferencesforTranslationThepeopleinthefloodedareaarehungryforprovisions,clothesandmedicine.AshesatuplatewatchingTV,(its)nowonderthathelookssotired.IfIwereyou,Iwouldntgetinvolvedwith/inthosecomplicatedaffairs.Herskillsaresoexcellentthatthecakesshemakesaresimplyworksofart.Iknowit