新视野大学英语第二册unit fads and trends.pptxVIP

Unit 2 Trends and Fads Our Changing Lifestyle: Trends and Fads;; Step One: Pre-reading;Watch the movie clip of Barbie: A Fashion Fairytale, and answer the following questions. Do you think Barbie girl is fashionable? Why?; ;1998;Simple Clothes Beautiful Dress Business Wear Lovely Girl Office Lady American Doll Symbol of American Fashion ;Barbie ; Answering Barbie’s Questions ;Answering Barbie’s Questions;Our Changing Lifestyle: Trends and Fads; Tip for Question 2: you may refer to Paragraph 2 and 3. ; Tip for Question 3: you may refer to Paragraph 4. ;Wendys is the third American international fast food restaurant chain founded by Dave Thomas on November 15, 1969, in Ohio, United States. After successful early growth of the chain, sales flattened as the company struggled to achieve brand differentiation in the highly competitive fast-food market. This situation would turn around in the mid-1980s. Starting on January 9, 1984, elderly actress Clara Peller was featured in the successful Wheres the Beef? . Her famous line quickly entered the American pop culture (it was even used by Walter Mondale in president election) and served to promote Wendys hamburgers. ;20世纪80年代，美国的快餐业竞争日趋激烈。麦当劳为保住自己老大的地位，花费了不少的心机。为了吸引顾客，迪布·汤姆斯在汉堡肉馅的重量上做足了文章。在每个汉堡上，他都将其牛肉增加了零点几盎司。这一不起眼的举动为温迪赢得了不小的成功，并成为了日后与麦当劳叫板的有力武器。温迪一直以麦当劳作为自己的竞争对手，在这种激励中快速发展着自己。终于，一个与麦当劳抗衡的机会来了。 1983年，美国农业部组织了一项调查，发现麦当劳号称有4盎司汉堡包的肉馅，重量从来就没超过3盎司！这时，温迪快餐店的年营业收入已超过了19亿美元。迪布·汤姆斯认为牛肉事件是一个问鼎快餐业霸主地位的机会，于是对麦当劳大加打击。他请来了著名影星克拉拉·佩乐为自己拍摄了一则后来享誉全球的广告。;广告说的是一个认真好斗、喜欢挑剔的老太太，正在对着桌上放着的一个硕大无比的汉堡包喜笑颜开。当她打开汉堡时，她惊奇地发现牛肉只有指甲片那么大！她先是疑惑、惊奇，继而开始大喊：“牛肉在哪里？”不用说，这则广告是针对麦当劳的。美国民众对麦当劳本来就有了许多不满，这则广告适时而出，马上引起了民众的广泛共鸣。一时间，“牛肉在哪里？”这句话就不胫而走，迅速传遍了千家万户。在广告取得巨大成功的同时，迪布·汤姆斯的温迪快餐店的支持率也得到了飙升，营业额一下子上升了18%。 凭借针对麦当劳的不懈努力，温迪的营业额年年上升，1990年达到了37亿美元，发展了3200多家连锁店，在美国的市场份额也上升到了15%。直逼麦当劳坐上了美国快餐业的第三把交椅。;Tip for Question 4: you may refer to Paragraph 5 and 6. ;Tip for Question 5: you may refer to Paragraph 7. ; Question 6