1.to differ-Liners differ from other ships in having a large super structure. 2.to vary-The demand varies with the seasons. 3.to range-The paper deals with the nation's problems,ranging from runaway inflation to a lowering literacy levels. 4.to shift-When the wind shifted from south to north it began to get cold. 5.ebb and flow-A strange and violent joy kept ebbing and flowing through her. There was the ebb and flow of the struggles between the hardliners (and the moderates(温和派). III.Ask students to use the following active vocabularies to form sentences as what they have heard from listening(Dictate then remember). 1.to manifest--The contradiction manifested itself in the employment situation. 2.preoccupation--Among young people,the overwhelming preoccupation is to find a job.Environmental protection is clearly our main preoccupation. 3.an out growth of--Inflation is an out growth of war. 4.to cater to--He runs a clothing store catering to the teenagers.We will try to cater to your every desire. 5.to abstain from--He was kidnapped after refusing to abstain from politics
1．to differ—Liners differ from other ships in having a large super structure. 2．to vary—The demand varies with the seasons. 3．to range—The paper deals with the nation’s problems, ranging from runaway inflation to a lowering literacy levels. 4．to shift—When the wind shifted from south to north it began to get cold. 5．ebb and flow—A strange and violent joy kept ebbing and flowing through her. There was the ebb and flow of the struggles between the hardliners（强硬派） and the moderates（温和派）. III．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember). 1．to manifest-- The contradiction manifested itself in the employment situation. 2．preoccupation-- Among young people, the overwhelming preoccupation is to find a job. Environmental protection is clearly our main preoccupation. 3．an out growth of -- Inflation is an out growth of war. 4．to cater to -- He runs a clothing store catering to the teenagers. We will try to cater to your every desire. 5．to abstain from --He was kidnapped after refusing to abstain from politics 11
第五课品牌资产和全球品牌 【教学目的和要求】 Teaching Objectives: 1.Students will learn words and expressions related to branding. 2.Students will be able to talk about the historical development and the current situation of global brands. 【教学时间】 Time allocation This unit will need 2 class hours,1 hour for listening and studying the content of the text and the rest for discussion and practice. 【主要内容】 Background Reading Brand Equity Loose-leaf selective listening Part A Business News Exercise 1,2 Part B Branding Help from Robert Nelson Exercise 1,2 Part C Creating a China Brand Exercise 1,2 Acting out Exercise 1,2 【重点和难点】 I.Ask students to use the following active vocabularies to form sentences as what they have heard from listening(Dictate then remember). 1.mine the potential of--Possibly no brand has done a better job of mining the potential of new brand-building principles than Samsung. 2.a handful of--Samsung was a maker of lower-end consumer electronics under a handful of brand names. 3.acknowledge--VW acknowledges its brand value slippage. 4.outspend--Sony,for example,far outspends Samsung on traditional advertising in the U.S.on electronics products. 5.shout about--Many young brands that scored big gains in value,like Google, Yahoo!and eBay,depend on their own interactive Web sites to shout about their brands. 6.file suit against--Basketball sensation Yao Ming has filed suit against soft drink giant Coca-Cola. 女
第五课 品牌资产和全球品牌 【教学目的和要求】 Teaching Objectives: 1．Students will learn words and expressions related to branding. 2．Students will be able to talk about the historical development and the current situation of global brands. 【教学时间】 Time allocation This unit will need 2 class hours, 1 hour for listening and studying the content of the text and the rest for discussion and practice. 【主要内容】 Background Reading Brand Equity Loose-leaf selective listening Part A Business News Exercise 1, 2 Part B Branding Help from Robert Nelson Exercise 1, 2 Part C Creating a China Brand Exercise 1, 2 Acting out Exercise 1, 2 【重点和难点】 I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember). 1．mine the potential of--Possibly no brand has done a better job of mining the potential of new brand-building principles than Samsung. 2．a handful of-- Samsung was a maker of lower-end consumer electronics under a handful of brand names. 3．acknowledge-- VW acknowledges its brand value slippage. 4．outspend-- Sony, for example, far outspends Samsung on traditional advertising in the U.S. on electronics products. 5．shout about-- Many young brands that scored big gains in value, like Google, Yahoo! and eBay, depend on their own interactive Web sites to shout about their brands. 6．file suit against-- Basketball sensation Yao Ming has filed suit against soft drink giant Coca-Cola. 12
7.recall--He is demanding the company recall all products carrying his picture,to publicly admit their illegal act and publish a full apology through the media 8.in compensation for--The star is also asking for ten cents in compensation for emotional stress. 9.come after--The rift comes after top athletes recently signed a publicity deal with Coca-Cola rivals Pepsi in early May. 10. get permission of--From its global operating practices,Coca-Cola should know that they could only use the image if they get the permission of every team member. II.Ask students to use the following active vocabularies to form sentences as what they have heard from listening(Dictate then remember). 1.optimize--a brand optimization consulting firm helps companies optimize their brand for revenue and brand equity improvement. 2.apply to--Branding rules apply to any business,whether they are solely online or an online distribution channel for a bricks and mortar business. 3.be integrated into--you must ensure that your promise supports your long-term business strategy,is fully integrated into company operations. 4.differentiate...from--determining what promise you will make to customers that differentiates you from competitors,is salient,and is built upon key company assets. 5.be put in place--metrics and measures are put in place to ensure that you deliver on your brand promise every hour of every day. 6.generate--loyal customers will stay with you and provide not only a stream of reliable revenue but also serve as your brand endorsers that help generate new business. 7.per se--Branding is not about advertising,per se. 8.one of many tactics to--Advertising is a very excellent,quick way to build brand awareness and recognition,but it is just one of many tactics to positively touch and engage customers.. 9.in the long run--Advice for a merchant who has an affiliate that is a top-performer, yet is worried that the affiliate is hurting their brand in the long run 10.be trust mark for--Your brand is your trust mark for customers. 11.be developed for--Brand implementation guidelines should be developed for use with affiliates and other third party channels of distribution. 12.conform with--they should be warned to conform with your guidelines or face termination. 13.a section for--The brandchannel.com site has a very good resources section for branding information. III.Ask students to use the following active vocabularies to form sentences as what they have heard from listening(Dictate then remember). 8.prefer...to--in China,a country that produces quality products at low prices,its local consumers still prefer foreign to domestic commodities. 13
7．recall-- He is demanding the company recall all products carrying his picture, to publicly admit their illegal act and publish a full apology through the media 8．in compensation for-- The star is also asking for ten cents in compensation for emotional stress. 9．come after-- The rift comes after top athletes recently signed a publicity deal with Coca-Cola rivals Pepsi in early May. 10． get permission of-- From its global operating practices, Coca-Cola should know that they could only use the image if they get the permission of every team member. II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember). 1. optimize-- a brand optimization consulting firm helps companies optimize their brand for revenue and brand equity improvement. 2. apply to-- Branding rules apply to any business, whether they are solely online or an online distribution channel for a bricks and mortar business. 3. be integrated into-- you must ensure that your promise supports your long-term business strategy, is fully integrated into company operations. 4. differentiate…from-- determining what promise you will make to customers that differentiates you from competitors, is salient, and is built upon key company assets. 5. be put in place-- metrics and measures are put in place to ensure that you deliver on your brand promise every hour of every day. 6. generate-- loyal customers will stay with you and provide not only a stream of reliable revenue but also serve as your brand endorsers that help generate new business. 7. per se-- Branding is not about advertising, per se. 8. one of many tactics to-- Advertising is a very excellent, quick way to build brand awareness and recognition, but it is just one of many tactics to positively touch and engage customers.. 9. in the long run-- Advice for a merchant who has an affiliate that is a top-performer, yet is worried that the affiliate is hurting their brand in the long run. 10. be trust mark for-- Your brand is your trust mark for customers. 11. be developed for-- Brand implementation guidelines should be developed for use with affiliates and other third party channels of distribution. 12. conform with-- they should be warned to conform with your guidelines or face termination. 13. a section for-- The brandchannel.com site has a very good resources section for branding information. III．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember). 8. prefer…to-- in China, a country that produces quality products at low prices, its local consumers still prefer foreign to domestic commodities. 13
9.shed a little light--A look back to the Opium War of 1840,when the Western powers destroyed the Chinese domestic market,might shed a little light 10.become swamped with--At that time,the market became swamped with foreign products such as nails,matches and umbrellas. 11.squeeze out--home produced products were squeezed out by foreign brands 12.equate...with--It seems,therefore,that Chinese consumers equate foreign goods with high quality. 13.surpass--In the 1990s,sales of domestically produced color televisions surpassed those of imported sets,and locally made cell phones resisted imported mobile monopolization. 14.advance into--Chinese computer brands Lenovo and Donghai are advancing into the world IT industry. 15.grow from...to--The state-owned Double-Star Group shoe manufacturers have grown from a 1980s small workshop to a concern encompassing 10 overseas companies registered in 46 countries. gain ground--A large number of excellent and well-reputed local brands,such as Golden Star,Changhong,and Konka are also gaining ground on the world market. 女
9. shed a little light-- A look back to the Opium War of 1840, when the Western powers destroyed the Chinese domestic market, might shed a little light. 10. become swamped with-- At that time, the market became swamped with foreign products such as nails, matches and umbrellas. 11. squeeze out-- home produced products were squeezed out by foreign brands. 12. equate…with-- It seems, therefore, that Chinese consumers equate foreign goods with high quality. 13. surpass-- In the 1990s, sales of domestically produced color televisions surpassed those of imported sets, and locally made cell phones resisted imported mobile monopolization. 14. advance into-- Chinese computer brands Lenovo and Donghai are advancing into the world IT industry. 15. grow from…to-- The state-owned Double-Star Group shoe manufacturers have grown from a 1980s small workshop to a concern encompassing 10 overseas companies registered in 46 countries. gain ground-- A large number of excellent and well-reputed local brands, such as Golden Star, Changhong, and Konka are also gaining ground on the world market. 14
第六课广告诉求一形象和性格 【教学目的和要求】 Teaching Objectives: 1.Students will learn words and expressions related to advertising 2.Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product. 【教学时间】 Time allocation This unit will need 2 class hours,I hour for listening and studying the content of the text and the rest for discussion and practice. 【主要内容】 Background Reading What is Advertising? Loose-leaf selective listening Part A Business News Exercise 1,2 Part B The Secrets to Great Advertising and Copy Writing Exercise 1,2 Part C Advertising Techniques in the Movie "Spider Man" Exercise 1,2 Acting out Exercise 1,2 【重点和难点】 I.Ask students to use the following active vocabularies to form sentences as what they have heard from listening(Dictate then remember). 1.climb to--The online ad spend climbed to f490.8 million ($861 million)in the first six months of this year,exceeding previous estimates for the period. 2.account for--Online rose to account for 5.8 percent of the market,surpassing outdoor advertising,which accounts for 5.1 percent of the total ad spend in the U.K. 3.overtake--Previous IAB U.K.estimates expected online to overtake outdoor by mid-2006. 4.drive the shift of--An increase in broadband penetration,rich media,media consumption and an online retail boom all drove the shift of ad spending to the Web. 5.compile--The IAB U.K.report was compiled from a survey of 75 companies representing thousands of Web sites. 15
第六课 广告诉求—形象和性格 【教学目的和要求】 Teaching Objectives: 1.Students will learn words and expressions related to advertising. 2.Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product. 【教学时间】 Time allocation This unit will need 2 class hours, 1 hour for listening and studying the content of the text and the rest for discussion and practice. 【主要内容】 Background Reading What is Advertising? Loose-leaf selective listening Part A Business News Exercise 1, 2 Part B The Secrets to Great Advertising and Copy Writing Exercise 1, 2 Part C Advertising Techniques in the Movie “Spider Man” Exercise 1, 2 Acting out Exercise 1, 2 【重点和难点】 I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember). 1．climb to-- The online ad spend climbed to £490.8 million ($861 million) in the first six months of this year, exceeding previous estimates for the period. 2．account for-- Online rose to account for 5.8 percent of the market, surpassing outdoor advertising, which accounts for 5.1 percent of the total ad spend in the U.K. 3．overtake-- Previous IAB U.K. estimates expected online to overtake outdoor by mid-2006. 4．drive the shift of-- An increase in broadband penetration, rich media, media consumption and an online retail boom all drove the shift of ad spending to the Web. 5．compile-- The IAB U.K. report was compiled from a survey of 75 companies representing thousands of Web sites. 15