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体验三第三单元
UnitThreeFamousBrandNames
UnitObjectives
▪firstlisten,andthentalkaboutbusinesssuccess;
▪readaboutbandnames;
▪learnnewwordsandexpressions;
▪writeaboutabrand-nameproduct;
▪practicetheuseofomissionintranslation;
▪writeadvertisements;
▪visitculturesalonaboutbrand-nameproducts.
TeachingArrangement
zReadingA（2periods）
zReadingB（2periods）
zListeningspeakingwritingandculturalsalon（2period）
Beforetheclass,showsomeexpressionsaboutadvertisingtranslation:
♦你不理财，财不理你
Ifyouleave“ManagingMoney”alone,
Moneywillmanagetoleaveyoualone
♦中药材广告：
“药材好，药才好。
”
Onlyfinemedicinalherbs
Makefineherbalmedicines.
♦茅台酒的广告语：
茅台一开，满室生香；国酒茅台，渊源流长。
Moutai-avintageliquor
AVIPtreatwhichdiffusesthefinestaroma；Anationalfavorthatwona1915diploma（Originatedin135B.C.）
♦茅台酒的另一条广告语：
国酒茅台，酿造生活的品味。
Moutai:
Aliquorofnationalstatusthatmakesyourlifegracious.
建设银行龙卡的广告语：
♦衣食住行，有龙则灵。
♦Youreverydaylifeisverybusy,
OurLongCardcanmakeiteasy.
PassageABathtubBattleshipsfromIvorydale
Teachingaims:
Todevelopstudents’readingandspeakingability.
Time:
twoperiods（90minus）
TeachingProcedures
▪Presentation★★5`
▪CultureNotes★★10`
▪Discussionbeforethepassage★★10`
▪Explanationofthepassage★★★50`
▪Exerciseonthekeypoints★★★★★10`
▪Assignment★★★5`
Ⅰ.Presentation（5minus）
Talkaboutfamousbrandsindailylife.
Thestudentsdothepresentationinfrontwithin3minutesandafterpresentationthespeakerprepare3questionsandaskotherstudentstoanswer.
Ⅱ.Warm-upActivities（10minus）
Discussthequestions:
1.HowMuchDoYouKnowaboutP&G?
2.PleaseListsomeofP&Gproducts.
Tide
Crest
Pantene
Olay
PrellShampoo
Hair&Shoulders
Folgers…
3.WhyisIvorySoapsopopular?
Ⅲ.CulturalNotes（5minus）
Askstudentstoreadtheculturenotesbythemselves,andtheteacherexplainssomepoints.HereaskstudentstocompletetheblankswithproperEnglishwordsaccordingtoChinesewordsandthecontext.
SoapOpera
Thisisaveryvividnamefor“肥皂剧”.ItmainlyreferstothebroadcastingsandTVserialswhichareaboutfamilyaffairs.Inthe1930’s,somedetergentcompaniessponsoredtheradioserials.Inthiswaythiskindofserialswereknownas“soapopera”
Besides“soapopera”,thereareSitcom（SituationComedy）（情景喜剧）
CivilWar
AmilitaryconflictbetweentheUnitedStatesofAmerica（theUnion）andtheConfederateStatesofAmerica（theConfederacy）from1861to1865.ItlasteduntilMay26,1865,whenthelastConfederatearmysurrendered.Thewartookmorethan600,000lives,destroyedpropertyvaluedat$5billion,broughtfreedomto4millionblackslaves,andopenedwoundsthathavenotyetcompletelyhealedmorethan125yearslater.
ⅣExplanationofthepassage（50minus）
Inthispart,theteacherdesignssomequestionsaccordingtotheparagraphcontentandasksstudentstodiscussthembyreadingtheparagraphsingroupsorbythemselves,whichhelpsthemtounderstandthecontentsandmainideasofeachpartandthewholepassage.
★StructureofPassageA
LetstudentsdividethepassageintopartsaccordingtothecluewordsshownonPPT.andtrytosummarizethemainideaofeachpart.
•PartI（1-3）:
IvorySoapbringshighprofits.
•PartII（4-7）:
P&Gkeepsgrowingbymeansofnewproductsandads.
★ReadingComprehension
PartI（1-3）:
BathtubBattleship–IvorySoap
Listentothetapesandcompletethetable:
Reputation:
Safe,mild,andpure
Taste:
Notbad
Introducedin:
1879
Advertisingslogan:
Sopurethatitfloats
Otherproducts:
Ivorysnow,Cresttoothpaste,Folger’scoffee…
Totalsale:
Exceed$30billion
PartII（4-7）:
P&Gkeepsgrowingbymeansofnewproductsandads.
Readitanddiscussthequestionsingroups
1.WhenandwherewasP&GCompanyfounded?
Thecompanywasfoundedin1837inCincinnati,Ohio.
2.WhatdoesP&Gstandfor?
Howmuchmoneydidtheypledge?
Itstandsforitsfounders’name:
WilliamProctor&JamesGamble.
Eachofthempledged$3596.47totheenterprise.
3.What’sthemainproductofP&Gforthefirstdecades?
Itmanufacturedcandlesandsoapinrelativelymodestquantities.
4.WhatistheturningpointofP&G’sdevelopment?
Thecompany’sbigbreakcamewiththeintroductionofitsfloatingsoapandtherealizationthatanelaborateadvertisingcampaigncouldturnasimple,thoughhigh-quality,productintoaphenomenon.
5.HowdidP&Gpromotefor“Oxydolsoappowder”?
ThecompanysponsoredaradioserialcalledMaPerkins.
6.Whatarethenewproductlinesthatthecompanyadded?
OvertheyearsthecompanyaddeddozensofnewproductlinessuchasPrellshampoo,DuncanHinescakemixes,andtheever-presentTides,“newandimproved”manyatime.
★ClassActivities
Askstudentstodiscussthefollowingquestions:
1）Whydoestheauthorsaythat"withabarofIvorySoapinyourhand,youareholdingachunkofAmericanhistory"?
TheintroductionofIvorySoapdatesbacktotheyearof1879.ItmusthavewitnessedalotofgreateventsofAmericanhistory.
2）Whatdoesthetitle"BathtubBattleshipsfromIvorydale"imply?
LittleboysenjoyconvertingIvorySoapintobathtubbattleshipsbecauseofitsfloatingfeature,andIvorydaleisthebirthplaceofthefamousbrandofIvorySoap.
3）DoyoubelievethatIvorySoapisreally"aswidelyrecognizedastheWashingtonMonumentandfarmorewellrespectedthanCongress"?
Itmaynotbeactuallytrue.ItislikelythattheauthorjustwantstoshowtothereadershowpopularIvorySoapistoAmericans.
4）Howdoyouunderstandtheauthor'sdescriptionofIvorySoapasa"phenomenon"?
ThepopularityofIvorySoapwithgenerationsofAmericansisratherunusualandbeyondimagination,thusitiscalledaphenomenon.
★LanguageAppreciation
TranslatethefollowingsentencesintoEnglishandpayattentiontotheusagesofthekeyphrasesandwords:
我一直认为中华民族是世界上最聪明的民族
IhavelongbelievedthatourChinesepeopleisthecleverestpeople.
耳聋者经常借助手势交流。
Thedeafoftencommunicatebymeansofsigns.
byallmeans想方设法，务必
byanymeans无论如何
bynomeans决不
withinmeans量入为出
因有雾该航班误点。
Theflightwasdelayedasaresultoffog.
暴乱的群众用棍子和石头做武器。
Themobarmedthemselveswithsticksandstones.
我父母向来不赞成深夜外出。
Myparentsalwaysfrownonlatenightsout.
★Summary
Thispassagetracesthe___________ofIvorySoapanddiscussthe_________whichwereusedto____________it.Theseslogans,particularlytheideathatthesoapissopurethatitfloats,__________assuccessfulthattheyarestillusedtoday.Thepassagealsoexaminesthe_________ofP&Gitself,froma_________________operationtoa________________empireoftoday.
ⅤExerciseonthekeypoints（10minus）
Askstudentstodosomepractice
Accordingtothecontentandfirstlettergivenforeachblank,completethepassage.
TheexampleofProctorandGamble’sfamousIvorySoapshowsthepotentialthatliesinmassmarketingandplanneda_______ andtheimportanceofrecognizableb______ names.IvorySoap,firstproducedin1879,waswellp_____ withcleverslogans.Theseslogans,particularlytheideathatthesoapissopurethatitfloats,p______sosuccessfulthattheyarestillp_____today.Atthesametime,theuseoftheradioserialforIvorypromotiongaverisetothee______ "soapopera",whichhasbecomeamoderng______ phenomenon.ThedevelopmentofProctorandGambleitself,fromasmall-scaleoperationfoundedbytwoi_____toamultinationalempireoftodayservesasagoodexampletobuildbrandnames.
1.advertising 2.brand 3.promoted 4.proved5.popular 6.expression 7.global 8.immigrants
ⅥAssignments:
（5minus）
1.Recitethewordsandreadthepassageagain;finishexercisesafterthepassage;
2.PreparePassageB
Do“thinkaboutit”
DoEx.12,13,14
3.Presentation:
GiveageneralcommentsonHaierGroupCo..
WhatisHaier’smarketingstrategy?
IsHaier’sstrategyeffective?
PassageBHaierSeeksCoolU.S.Image
Teachingaims:
Todevelopstudents’readingskill:
skimming
Time:
twoperiods（90minus）
Teachingprocedures:
▪Presentation&Revision★★★10’
▪CultureNotes★★5`
▪Discussionbeforethepassage★★10’
▪Explanationofthepassage★★★45’
▪Exerciseonthekeypoints★★★★★10’
▪Summary★★★5’
▪Assignment★★★5’
Beforetheclass,showsomehotwordsandexpressionsin2010internationallyandletstudentsreaditbythemselves
Environment:
Spillcam/oilspill
环境：
漏油
事件回放:
英国石油公司（BP）在墨西哥湾租用的“深水地平线”钻井平台4月20日发生爆炸，大量原油流入墨西哥湾，持续数月，造成严重环境污染和重大经济损失。
oilspill:
漏油
BPoilspillwasthemostsearchedtopicfortermforavarietyofreasons.
出于多种原因，英国石油公司漏油事件成为了最热门的搜索话题。
Spillcam漏油实况直播
SpillcambecameahouseholdphrasedescribingthelivevideooftherupturedseawellintheGulfOfMexicothatearlierthisyearledtotheworld'sbiggestoffshoreoilspill.
“漏油”一词变得家喻户晓，它描述的是今年早些时候墨西哥湾海底油井破裂的实况直播，油井破裂引发了全球最大的海上漏油事件。
Ⅰ.Presentation（10minus）
GiveageneralcommentsonHaierGroupCo..
Thestudentsdothepresentationinfrontwithin3minutesandafterpresentationthespeakerprepare3questionsandaskotherstudentstoanswer.
★TranslatethefollowingsentencesintoEnglish.
1.思想是通过语言来表达的。
（bymeansof）
Thoughtsareexpressedbymeansoflanguage.
2.我今年买的新书多得难以数清。
（keepcountof）
Ihaveboughtsomanynewbooksthisyearthatit'sreallydifficultformetokeepcountofthem.
3.这位老太太确信，今天她儿子会回家来为她庆祝生日的。
（feelassured）
Theoldladyfeelsassuredthathersonwillcomebackhometodaytocelebrateherbirthday.
Ⅱ.Warm-upActivities（10minus）
★Askstudentstodiscussthefollowingquestionsingroupsandthenasksometosharetheirunderstandingswiththeclass.
DoyourfamilyhaveaHaierproduct?
升级会员 