新职业英语2-Unit5.ppt

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1、Unit 5新职业英语新职业英语新职业英语新职业英语ContentsListening&Speaking4 Warming-up1Reading A2Reading B3Language Lab7Language Lab7Writing5Mini-project6Language LabLanguage Lab7 7EntertainmentEntertainment8 8Warm-1Task Work in pairs.In the table there are some commonly used methods to name a company or brand.Examples o

2、f some famous companies or brands are listed below.Discuss with your partner and match the examples with the corresponding methods.WaWarm-rm-2 2Ford,McDonaldsFord,McDonaldsSony,GoogleSony,GoogleHSBC,KFCHSBC,KFCPizza HutPizza HutNikeNikeClean&ClearClean&ClearHagen-DazsHagen-DazsReading AReading AText

3、Task 1Task 2Business Know-howText A-1Hagen-DazsHagen-Dazs Hagen-DazsHagen-Dazs is is a a brand brand of of ice ice cream,cream,established established by by Polish Polish immigrants immigrants Reuben Reuben andand Rose Rose MattusMattus in in the the Bronx,Bronx,New New York York in in 1961.1961.Sta

4、rting Starting with with only only three three flavorsflavors:vanilla,vanilla,chocolatechocolate and and coffee,coffee,the the company company opened opened its its first first retailretail store store in in Brooklyn,Brooklyn,New New York York in in 1976.1976.Hagen-DazsHagen-Dazs then then offered o

5、ffered franchisesfranchises throughout throughout the the UnitedUnited States States and and 54 54 other other countries countries around around the the world.world.Hagen-DazsHagen-Dazs produces produces ice ice cream,ice cream bars,cream,ice cream bars,ice cream cakes,sorbet and frozen yogurt.ice c

6、ream cakes,sorbet and frozen yogurt.Reading AText A-2Reading AThe The ice ice cream cream now now comes comes in in many many differentdifferent flavors flavors and and is is a a“super-premium”“super-premium”brand,brand,meaning meaning it it is is quitequite densedense (very(very little little air a

7、ir is is mixedmixed in in during during manufacture),manufacture),uses uses only only egg egg yolks,yolks,and and has has a a high high butterfat butterfat content.content.Hagen-DazsHagen-Dazs is is also also meant meant to to be be kept kept at at a a temperature temperature thatthat is is substant

8、ially substantially lower lower than than most most ice ice creams creams inin order order to to keep keep its its intended intended firmness.firmness.It It is is soldsold both both in in grocery stores and in dedicated retailgrocery stores and in dedicated retail outlets.outlets.Text A-3Reading A T

9、he The name name of of Hagen-DazsHagen-Dazs does does not not derive derive fromfrom any any of of the the North North Germanic Germanic languages;languages;it it is is simply simply two two made-up made-up words words meant meant to to look look Scandinavian Scandinavian to to American American eye

10、s eyes(the(the“aa”and and“zszs”are are not not a a part part of of any any native native words words in in any any of of the the Scandinavian Scandinavian languages).languages).This This is is known known in in the the marketing marketing industry industry as as foreign foreign branding.branding.Mat

11、tusMattus thought thought that that Denmark Denmark was was known known for for its its dairy dairy products products and and had had a a positive positive image image in in the the US.US.He He included included an an outline outline map map ofof Denmark on early labels,as well as the name of Copenh

12、agen.Denmark on early labels,as well as the name of Copenhagen.Text A-4A-4Reading ATheir Their daughter daughter Doris Doris Hurley Hurley told told PBS PBS documentary documentary An An Ice Ice Cream Cream Show Show(1999)(1999)that that her her father father Reuben Reuben MattusMattus sat sat at at

13、 the the kitchen kitchen table table for for hours hours saying saying meaningless meaningless words words until until he he came came up up with with a a combination combination he he liked.liked.He He chose chose this this method method so so that that the name would be completely unique and origi

14、nal.the name would be completely unique and original.Text A-5Reading A The The philosophy philosophy of of Hagen-DazsHagen-Dazs is is simple:simple:find find the the purest purest and and finest finest ingredientsingredients in in the the world world and and put put them them in in the the best best

15、 ice ice cream,cream,sorbet,sorbet,and and frozen frozen yogurt yogurt available.available.It It is is a a way way of of doing doing business business that that is is as as demanding demanding as as it it is is uncommon.uncommon.And And it it is is the the reason reason why why the the brand brand h

16、as has represented represented fine fine ice ice cream cream for for half half a a century.century.Since Since the the beginning,beginning,Hagen-DazsHagen-Dazs has has sought sought to to innovateinnovate and and bring bring new new frozen frozen dessert dessert experiences experiences to to its its

17、 customers,customers,including including distinctivedistinctive flavors flavors such such as as Vanilla Vanilla Swiss Swiss Almond,Almond,Butter Butter Pecan Pecan and and DulceDulce de de LecheLeche to to name name just just a a few.few.Hagen-DazsHagen-Dazs was was also also the the first first to

18、to introduce introduce the the world world to to ice ice cream cream bars bars for for a a grown-up grown-up taste,taste,with with the the introduction introduction of of the the Hagen-DazsHagen-Dazs ice ice cream cream bars bars in in 1986.1986.Other Other super super premium premium innovations fo

19、llowed,with Frozen Yogurt in 1991 and Sorbet in 1993.innovations followed,with Frozen Yogurt in 1991 and Sorbet in 1993.Text A-A-6 6Reading ATo To this this day,day,Hagen-DazsHagen-Dazs remains remains committed committed to to developing developing exceptionalexceptional new new super super premium

20、 premium frozen frozen dessert dessert experiences,experiences,releasingreleasing new flavors every year.new flavors every year.A-A-A-A-TranTranTranTrans-1s-1s-1s-1哈根达斯哈根达斯 哈哈哈哈根根根根达达达达斯斯斯斯是是是是由由由由来来来来自自自自纽纽纽纽约约约约布布布布朗朗朗朗克克克克斯斯斯斯区区区区的的的的波波波波兰兰兰兰移移移移民民民民鲁鲁鲁鲁本本本本马马马马特特特特斯斯斯斯和和和和露露露露丝丝丝丝马马马马特特特特斯斯斯斯于于于

21、于1961196119611961年年年年创创创创办办办办的的的的一一一一个个个个冰冰冰冰淇淇淇淇淋淋淋淋品品品品牌牌牌牌。他他他他们们们们的的的的第第第第一一一一家家家家零零零零售售售售店店店店于于于于1976197619761976年年年年在在在在纽纽纽纽约约约约布布布布鲁鲁鲁鲁克克克克林林林林区区区区开开开开张张张张，一一一一开开开开始始始始时时时时只只只只销销销销售售售售香香香香草草草草、巧巧巧巧克克克克力力力力和和和和咖咖咖咖啡啡啡啡三三三三种种种种口口口口味味味味的的的的冰冰冰冰淇淇淇淇淋淋淋淋。随随随随后后后后，哈哈哈哈根根根根达达达达斯斯斯斯开开开开始始始始在在在在美美美美国国

22、国国以以以以及及及及其其其其他他他他54545454个个个个国国国国家家家家出出出出售售售售特特特特许许许许经经经经销销销销权权权权。它它它它生生生生产产产产冰冰冰冰淇淇淇淇淋淋淋淋、雪雪雪雪糕糕糕糕、冰冰冰冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。淇淋蛋糕、果味冰淇淋以及冰冻酸奶。淇淋蛋糕、果味冰淇淋以及冰冻酸奶。淇淋蛋糕、果味冰淇淋以及冰冻酸奶。Reading AA-A-A-A-Trans-Trans-Trans-Trans-2 2 2 2Reading A 今天哈根达斯冰淇淋口味有多种，是一个顶级今天哈根达斯冰淇淋口味有多种，是一个顶级今天哈根达斯冰淇淋口味有多种，是一个顶级今天哈根达斯冰淇淋

23、口味有多种，是一个顶级品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋制作过程中几乎没有空气混入），制作时仅使用蛋黄，并且乳脂含量很高。这同时也意味着哈根达斯黄，并且乳脂含量很高。这同时也意味着哈根达斯黄，并且乳脂含量很高。这同时也意味着哈根达斯黄，并且乳脂含量很高。这同时也意味着哈根达斯冰淇淋的存放温度要比大多数品牌低很多，为的就冰淇淋

24、的存放温度要比大多数品牌低很多，为的就冰淇淋的存放温度要比大多数品牌低很多，为的就冰淇淋的存放温度要比大多数品牌低很多，为的就是保持冰淇淋的硬度。哈根达斯产品在杂货店和专是保持冰淇淋的硬度。哈根达斯产品在杂货店和专是保持冰淇淋的硬度。哈根达斯产品在杂货店和专是保持冰淇淋的硬度。哈根达斯产品在杂货店和专营零售店里都有销售。营零售店里都有销售。营零售店里都有销售。营零售店里都有销售。A-A-A-A-TranTranTranTrans-3s-3s-3s-3Reading A 哈根达斯的名字并非来源于北日耳曼语；它仅仅哈根达斯的名字并非来源于北日耳曼语；它仅仅哈根达斯的名字并非来源于北日耳曼语；它仅仅

25、哈根达斯的名字并非来源于北日耳曼语；它仅仅是两个自创的单词，为的是让美国人觉得它像斯堪的是两个自创的单词，为的是让美国人觉得它像斯堪的是两个自创的单词，为的是让美国人觉得它像斯堪的是两个自创的单词，为的是让美国人觉得它像斯堪的纳维亚语（其中的纳维亚语（其中的纳维亚语（其中的纳维亚语（其中的“a a a a”和和和和“zszszszs”并非任何斯堪的纳并非任何斯堪的纳并非任何斯堪的纳并非任何斯堪的纳维亚语单词中的字母组合）。这在销售行业中被称为维亚语单词中的字母组合）。这在销售行业中被称为维亚语单词中的字母组合）。这在销售行业中被称为维亚语单词中的字母组合）。这在销售行业中被称为品牌异国化。马特

26、斯认为丹麦的乳制品非常出名，并品牌异国化。马特斯认为丹麦的乳制品非常出名，并品牌异国化。马特斯认为丹麦的乳制品非常出名，并品牌异国化。马特斯认为丹麦的乳制品非常出名，并且在美国有一个正面的形象。于是他将丹麦地图以及且在美国有一个正面的形象。于是他将丹麦地图以及且在美国有一个正面的形象。于是他将丹麦地图以及且在美国有一个正面的形象。于是他将丹麦地图以及哥本哈根的名字放在了早期的商标上。哥本哈根的名字放在了早期的商标上。哥本哈根的名字放在了早期的商标上。哥本哈根的名字放在了早期的商标上。A-A-A-A-TranTranTranTrans-4s-4s-4s-4Reading A 他他他他们们们们的的

27、的的女女女女儿儿儿儿多多多多丽丽丽丽丝丝丝丝赫赫赫赫利利利利在在在在美美美美国国国国公公公公共共共共广广广广播播播播公公公公司司司司的的的的纪纪纪纪录录录录片片片片冰冰冰冰淇淇淇淇淋淋淋淋博博博博览览览览（1999199919991999）中中中中曾曾曾曾讲讲讲讲述述述述道道道道，父父父父亲亲亲亲鲁鲁鲁鲁本本本本马马马马特特特特斯斯斯斯在在在在餐餐餐餐桌桌桌桌前前前前坐坐坐坐了了了了好好好好几几几几个个个个小小小小时时时时，嘴嘴嘴嘴里里里里念念念念叨叨叨叨着着着着一一一一些些些些无无无无意意意意义义义义的的的的单单单单词词词词，直直直直到到到到想想想想出出出出这这这这个个个个他他他他喜喜喜喜欢

28、欢欢欢的的的的组组组组合合合合。他他他他采采采采取取取取这这这这种种种种方方方方式式式式为为为为的的的的是是是是能能能能使使使使名名名名字字字字完完完完全全全全原原原原创创创创，独独独独一无二。一无二。一无二。一无二。A-A-A-A-Trans-Trans-Trans-Trans-5 5 5 5Reading A 哈哈哈哈根根根根达达达达斯斯斯斯的的的的理理理理念念念念非非非非常常常常简简简简单单单单：以以以以世世世世界界界界上上上上最最最最纯纯纯纯最最最最好好好好的的的的原原原原料料料料制制制制作作作作出出出出最最最最佳佳佳佳的的的的冰冰冰冰淇淇淇淇淋淋淋淋、果果果果味味味味冰冰冰冰淇淇淇淇

29、淋淋淋淋和和和和冰冰冰冰冻冻冻冻酸酸酸酸奶奶奶奶。这这这这种种种种经经经经营营营营方方方方式式式式不不不不寻寻寻寻常常常常，同同同同时时时时要要要要求求求求也也也也很很很很苛苛苛苛刻刻刻刻，这这这这也也也也是是是是该该该该品品品品牌牌牌牌半半半半个个个个世世世世纪纪纪纪以以以以来来来来都都都都能能能能作作作作为为为为上上上上等等等等冰冰冰冰淇淇淇淇淋淋淋淋代代代代表表表表的的的的原原原原因因因因。从从从从一一一一开开开开始始始始，哈哈哈哈根根根根达达达达斯斯斯斯就就就就设设设设法法法法革革革革新新新新并并并并且且且且带带带带给给给给顾顾顾顾客客客客全全全全新新新新的的的的冰冰冰冰冻冻冻冻甜甜甜

30、甜点点点点的的的的体体体体验验验验，它它它它有有有有一一一一些些些些非非非非常常常常有有有有特特特特色色色色的的的的口口口口味味味味：瑞瑞瑞瑞士士士士香香香香草草草草杏杏杏杏仁仁仁仁、奶奶奶奶油油油油胡胡胡胡桃桃桃桃、牛牛牛牛奶奶奶奶太太太太妃妃妃妃，诸诸诸诸如如如如此此此此类类类类。哈哈哈哈根根根根达达达达斯斯斯斯还还还还于于于于1986198619861986年年年年推推推推出出出出了了了了哈哈哈哈根根根根达达达达斯斯斯斯雪雪雪雪糕糕糕糕系系系系列列列列，首首首首次次次次在在在在全全全全世世世世界界界界推推推推出出出出成成成成人人人人口口口口味味味味雪雪雪雪糕糕糕糕。其其其其他他他他顶顶顶

31、顶级级级级产产产产品品品品的的的的创创创创新新新新随随随随之之之之而而而而来来来来，包包包包括括括括1991199119911991年年年年推推推推出出出出的的的的冰冰冰冰冻冻冻冻酸酸酸酸奶奶奶奶和和和和1993199319931993年年年年推推推推出的果味冰淇淋。出的果味冰淇淋。出的果味冰淇淋。出的果味冰淇淋。A-A-A-A-Trans-Trans-Trans-Trans-6 6 6 6Reading A 时时时时至至至至今今今今日日日日，哈哈哈哈根根根根达达达达斯斯斯斯仍仍仍仍致致致致力力力力于于于于开开开开发发发发顶顶顶顶级级级级的的的的冰冰冰冰冻冻冻冻甜点全新体验，每年都推出不同的新

32、口味。甜点全新体验，每年都推出不同的新口味。甜点全新体验，每年都推出不同的新口味。甜点全新体验，每年都推出不同的新口味。Reading Aflavor n.a particular taste of a food or drinke.g.e.g.You may choose from six popular flavors.e.g.e.g.I dont like the flavor of onion.Tran:Tran:这种面包有各种口味。这种面包有各种口味。This bread has plenty This bread has plenty of flavors.of flavors.R

33、eading Afranchisen.permission given by a company to someone who wants to sell its goods or servicesv.to give or sell a franchise to someonee.g.e.g.a franchise holder.a franchise agreemente.g.e.g.He is starting the first school himself,but subsequent ones will be franchised to use the new method.Tran

34、:Tran:他购买了热狗专营权。他购买了热狗专营权。He has bought a hot dog franchiseHe has bought a hot dog franchise.a.containing a lot of things,people,plants,etc.in a small areae.g.e.g.Traffic slowed down because of the dense fog.e.g.e.g.There was a dense crowd waiting to see the pop star.Tran:Tran:我们在茂盛的树林中艰难前行。我们在茂盛的树林

35、中艰难前行。We fought our way through dense forest.We fought our way through dense forest.Reading Adense(“derive”may be used as an intransitive verb or a transitive verb):to come from;to obtain or receive from a sourcee.g.e.g.This idiom derives from an ancient custom.e.g.e.g.He has derived great pleasure

36、from reading this book.Tran:Tran:该英文单词来源于法语。该英文单词来源于法语。This English word derives from French.This English word derives from French.Reading Aderive fromn.one of the things from which something is made,especially one of the foods that are used together to make a particular dishe.g.e.g.Coconut is a bas

37、ic ingredient for many curries.e.g.e.g.Imagination and hard work are the ingredients of success.Tran:Tran:这个蛋糕是用什么做的？这个蛋糕是用什么做的？What are the ingredients of the cake?What are the ingredients of the cake?Reading Aingredientv.to introduce new things,ideas,or ways of doing somethinge.g.e.g.We must const

38、antly adapt or innovate to ensure success in a growing market.Tran:Tran:想生意越做越好，就得创新。想生意越做越好，就得创新。Businesses have to innovate in orderBusinesses have to innovate in order to make new progress.to make new progress.Reading Ainnovatea.having a quality or characteristic that makes something different an

39、d easily noticede.g.e.g.She has a very distinctive way of keeping fit.Tran:Tran:战士们穿的军装很醒目。战士们穿的军装很醒目。Soldiers wear a distinctive uniform.Soldiers wear a distinctive uniform.Reading Adistinctivea.unusually good;excellente.g.e.g.They are exceptional students.e.g.e.g.At the age of five,she showed exce

40、ptional talent for a musician.Tran:Tran:消防队员表现得非常勇敢。消防队员表现得非常勇敢。The firemen showed exceptionalThe firemen showed exceptional bravery.bravery.Reading Aexceptionalv.to make something available to the publice.g.e.g.The new film will be released next month.e.g.e.g.The commission released its findings.Tr

41、an:Tran:什么时候向报纸公布选举日期才是最佳时机？什么时候向报纸公布选举日期才是最佳时机？When is the best moment to release theWhen is the best moment to release the date of the election to the newspapers?date of the election to the newspapers?Reading AreleaseA-TaskA-Task 1-1Task 1 Answer the following questions according to the passage.Re

42、ading A1.1.When was When was Hagen-DazsHagen-Dazs established?established?2.Where is 2.Where is Hagen-DazsHagen-Dazs sold?sold?Hagen-DazsHagen-Dazs was established in 1961.was established in 1961.It It is is sold sold both both in in grocery grocery stores stores and and in in dedicated retail outle

43、ts.dedicated retail outlets.A-TaskA-Task 1-2Reading A3.What is the meaning of 3.What is the meaning of Hagen-DazsHagen-Dazs?4.4.Why Why did did Reuben Reuben MattusMattus sit sit at at the the kitchen kitchen table table for for hours saying meaningless words?hours saying meaningless words?5.5.Do Do

44、 you you think think the the brand brand of of Hagen-DazsHagen-Dazs is is a a successful successful one?Why or why not?one?Why or why not?It It has has no no meaning.meaning.It It is is simply simply two two made-up made-up words words meant to look Scandinavian to American eyes.meant to look Scandi

45、navian to American eyes.He He was was trying trying to to figure figure out out a a name name that that is is completely completely unique and original.unique and original.Hagen-DazsHagen-Dazs is is very very successful successful Because Because the the brand brand has has stood for fine ice cream

46、for half a century.stood for fine ice cream for half a century.A-A-TasTask k 2Task 2 Complete the following table according to the passageReading AAbout Hagen-DazsDetails First retail store Creators of Hagen-Dazs First flavors of Hagen-Dazs Other flavors of Hagen-Dazs Methods of selling Future plan

47、of Hagen-Dazsin Brooklyn,New York in 1976in Brooklyn,New York in 1976developing exceptional new super developing exceptional new super premium frozen dessert premium frozen dessert experiences,releasing new flavors experiences,releasing new flavors every yearevery yearretailing(in grocery stores,ret

48、ail retailing(in grocery stores,retail outlets),franchisingoutlets),franchisingReuben and Rose Reuben and Rose MattusMattusvanilla,chocolate and coffeevanilla,chocolate and coffeeVanilla Swiss Almond,Butter Pecan Vanilla Swiss Almond,Butter Pecan and and DulceDulce de de LecheLecheBusiness Know-howB

49、usiness Know-how Building up Brand RecognitionlCreate a logo to be used consistently.Recognition and uniqueness are more important for the logo than representation of the product/service;lCreate a catchy slogan that says something powerful and original,in as few words as possible;lDevelop a website,

50、business cards,a letterhead and other related business tools with a consistent theme;lKnow the customers and use a branding style that appeals to them.Send your message to them through every possible marketing channel;lTake every opportunity to leave the customers with a lasting impression.Reading B