unit Three 大学体验英语第三册电子教案.doc

Unit Three Famous Brand Names Learning Objectives To listen to and then talk about business successes To read about brand names To write about a brand-name product To practice reading skills: conceptual meaning To learn and practice paragraph development by process To practice Translating skills: Omission To Learn to write advertisements To visit Culture Salon about brand-name products Passage A Bathtub Battleships from Ivorydale I. Pre-reading T A. Introductory Questions 1. What is a bathtub battleship referred to in this passage? 2. Why is Ivory Soap so popular among Americans? 3. How did Proctor & Gamble succeed in promoting Ivory Soap? B. Introductory Remarks The writer uses the example of Proctor and Gamble’s 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. Those slogans, particularly the idea that the soap is so pure that it floats, proved so successful that they are still used today. II. While-reading Activities A. Language Points 1. reputation n. — an opinion held about someone or something, esp. by people in general; the degree to which one is trusted or admired Examples Massachusetts Institute of Technology has a good academic reputation. Bill’s love affair ruined his reputation. 2. mild a. — gentle, not violent Examples She can’t accept even mild criticism of her work. I prefer a mild cigar if you don’t mind. 3. status n. — 1) high social position; recognition and respect by others 2) one’s legal position, or condition Examples Nurses are undervalued, and they never enjoy the same status as doctors. The status of black Americans was not admitted until 1965 when the Voting Act was passed.? 4. relief: 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