商务英语阅读Unit15叶兴国.pptx
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1、UNIT 152014.12Business English:A Reading CourseBACKGROUND INFORMATIONI.advertisement films/commercials(电台或电视播放的)广告 Unilever:Dove Campaign for Real BeautyII.Social networks:Youtube:Because of advertising,our perception of beauty is distorted.III.With the popularity of Internet,what will happen to TV
2、media电视媒体?WARM-UP QUESTIONS1.1.Do Do you you think think that that an an advertiser advertiser is is responsible responsible for for the the improvement improvement of of the the world?world?By By what what means can he do?means can he do?2.When the World Wide Web appeared in the 2.When the World Wi
3、de Web appeared in the mid-1990s,many people thought that TV as mid-1990s,many people thought that TV as an old medium would fade away.But it an old medium would fade away.But it turns out exactly the opposite.Why do turns out exactly the opposite.Why do people today watch TV more than ever?people t
4、oday watch TV more than ever?Business English:A Reading Course4READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING Business English:A Reading CourseUnit 14Some useful expressions:P1761.About Economic Rise:increase,jump,soar,surge,growth,peak,leap,rise,hike,etc.2.About Econo
5、mic Downturn:decrease,decline,drop,collapse,slip,slump,slide,etc.3.About stable Economic trend:to remain close to,to hover,to stick at,to stand at,to be quiet,to remain stagnant,to little change,to hardly move,etc.5READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING WordsWo
6、rds to predict the trend of economic and trade development to predict the trend of economic and trade development:1.expect,hope,anticipate,project,forecast,on the point of,1.expect,hope,anticipate,project,forecast,on the point of,around the corner,on the horizon,in the offingaround the corner,on the
7、 horizon,in the offing等;等;等;等;2.2.非常肯定:非常肯定:非常肯定:非常肯定:will(certainly/surely/definitely/no doubt),is will(certainly/surely/definitely/no doubt),is bound/certain/aboutbound/certain/about等等等等;3.3.可能性比较大可能性比较大可能性比较大可能性比较大:should,would,will probably,is likely:should,would,will probably,is likely等等等等;4.4.
8、一般可能性:一般可能性:一般可能性:一般可能性:may,will possibly,might,couldmay,will possibly,might,could等等等等.Unit 156READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING WordsWords to predict the trend of to predict the trend of economic and trade development:5.5.约估的字眼约估的字眼约估的字眼约估的字眼1 1:measly,ar
9、ound,roughly,some,close measly,around,roughly,some,close to,approximately,averaged,almost,in the region ofto,approximately,averaged,almost,in the region of等;等;等;等;6.6.约估的字眼约估的字眼约估的字眼约估的字眼2 2:far over/above,just over/above(far over/above,just over/above(略高于略高于略高于略高于);almost/nearly/just under();almost
10、/nearly/just under(略低略低略低略低)等等等等;Unit 157READING SKILLS:INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING Ways to compareWays to compare:1.1.比较级;比较级;比较级;比较级;2.2.More than,no more than,farm less than,more than More than,no more than,farm less than,more than 等等等等;Unit 151.Unilever:1.Unile
11、ver:联合利华,财富联合利华,财富500500强公司强公司之一。之一。19291929年,英国年,英国leverlever公司与荷兰公司与荷兰Margarine UnieMargarine Unie公司签订协议,组建公司签订协议,组建UnileverUnilever公司,总部设在英国伦敦,公司,总部设在英国伦敦,产品种类主要是个人护理用品、家产品种类主要是个人护理用品、家庭护理用品和食品。庭护理用品和食品。Business English:A Reading CourseTEXT A:WRINKLE,WRINKLE,LITTLE STAR2.That,on the face of it,is
12、 the conclusion to 2.That,on the face of it,is the conclusion to be drawn from the strange case of be drawn from the strange case of UnileverUnilevers Dove Campaign for Real s Dove Campaign for Real Beauty.Beauty.乍看起来,这只是从联合利华旗下多芬品牌所发起的乍看起来,这只是从联合利华旗下多芬品牌所发起的“真美行动真美行动”这一古怪案例中所得到的结论。这一古怪案例中所得到的结论。on
13、the face of it:on the face of it:从表面判断,乍看起来。如:从表面判断,乍看起来。如:On the face of it,the document seemed genuine.On the face of it,the document seemed genuine.从表面看,这文件是真的。从表面看,这文件是真的。draw from:draw from:得到(取得),常用被动语态。如:得到(取得),常用被动语态。如:All necessary expenses are drawn from the public All necessary expenses a
14、re drawn from the public welfare funds.welfare funds.所有必要的费用都从公益基金中支出。所有必要的费用都从公益基金中支出。Business English:A Reading CourseTEXT A:WRINKLE,WRINKLE,LITTLE STAR2.That,on the face of it,is the conclusion to 2.That,on the face of it,is the conclusion to be drawn from the strange case of be drawn from the st
15、range case of Unilevers Dove Campaign for Real Unilevers Dove Campaign for Real Beauty.Beauty.乍看起来,这只是从联合利华旗下多芬品牌所发起的乍看起来,这只是从联合利华旗下多芬品牌所发起的“真美行动真美行动”这一古怪案例中所得到的结论。这一古怪案例中所得到的结论。The Campaign for Real Beauty:The Campaign for Real Beauty:“真美行动真美行动”是联是联合利华旗下的品牌合利华旗下的品牌“多芬多芬”于于20042004年春季发起的营销活动,年春季发起的营
16、销活动,目的在于打破美丽神话,还美丽以真实。这项活动率先在目的在于打破美丽神话,还美丽以真实。这项活动率先在美国发起,继而引入欧洲,鼓励女性关注自我,重新审视美国发起,继而引入欧洲,鼓励女性关注自我,重新审视美丽的定义,触发社会对美丽的定义,触发社会对“真美真美”定义的理解,拓宽目前定义的理解,拓宽目前模式化的美丽观点。模式化的美丽观点。Business English:A Reading CourseTEXT A:WRINKLE,WRINKLE,LITTLE STAR3.It is hard-hitting,thought-provoking 3.It is hard-hitting,tho
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- 商务英语 阅读 Unit15 兴国
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