大学核心商务英语读写教程4Unit3StoriesoftheFamousBusinessPeople.ppt

1、Stories of the Famous Business People,Unit Three,Objectives,To know something about famous business people To get familiar with technical terms To learn new word and expressions To master how to analyze difficult and long sentence,Text A Henry Ford the Man Who Changed America,1. Background Informati

2、on Ford Motor Company,Ford Motor Company was incorporated in 1903 with Henry Ford as vice-president and chief engineer. Henry Ford realized his dream of producing an automobile that was reasonably priced, reliable, and efficient with the introduction of the Model T in 1908,1. Background Information

3、Ford Motor Company,By 1918, half of all cars in America were Model Ts. Fords production of Model Ts made his company the largest automobile manufacturer in the world,2. Introduction to the Text,Theme This text mainly describes how Henry Ford succeeds in pioneering a car affordable to the public. For

4、ds Model Ts are generally considered as his masterpiece and its affordability caused an explosion in sales,2. Introduction to the Text,课文主题 本商务语篇为记叙文体，介绍了亨利福特的T型车以其批量生产、价格便宜、操作简单、结实耐用的特点，进入了寻常百姓家，具有划时代的意义。而且，福特还提升了最低日工资，解决了由流水线的单调乏味带来的人员高流动率和高旷工率的问题。本文由两部分组成，第一部分主要叙述创业之初，即福特汽车公司的创立。第二部分主要用来描写福特T型车成为

5、大众的汽车，进入寻常百姓家,2. Introduction to the Text,文体特征分析 本商务语篇为记叙文体。 本文逻辑性强，结构合理，意义连贯，言简意赅。文章在叙述的过程中，使用了专业术语，如：“internal combustion engine” 等，加强了文章的专业性。 此外，文章中多次使用直接引语，如引用了鲍勃凯西和约翰安德森的评论，这些都增强了文章的真实性和感染力,2. Introduction to the Text,记叙文写作要素： 叙述的人称：第一人称叙述；第三人称叙述 叙述的内容：when, where, what, who and why / how 叙述的方法

6、：顺叙；倒叙；插叙,2. Introduction to the Text,记叙文写作特征： 记叙文是以叙述、描写为主要表达手段来记人、叙事、写景、状物的一种文体。 叙述的人称： 第一人称叙述：以“我”所见所闻来告诉读者，展开叙述。用主观的表现手法，给读者一种亲切自然的感觉，从而引起读者的共鸣。 第三人称叙述：用旁观者的观点或角度来叙述事件，开展叙述或者描写。这种客观的写作方法，可以让作者以全知的视角来叙述。 叙述的内容：要交待时间、地点、人物、事件的起因、经过和结果。在行文的过程中交待这些要素时，要根据情况灵活把握。 when, where, what, who and why / how,

7、叙述的方法： (1)顺叙：按照事情发生、发展和结束的时间顺序来写，或以时间来推移，地点的前后变化，人物的出现先后次序来叙述，这种写法通常叫做顺序。顺序的段落层次跟事情发展的过程基本一致。 (2)倒叙：倒叙就是将事情的结局或某个最重要或最突出的片断提到前面叙述，然后依“自然时序”进行叙述。例如：将事件的结尾或高潮放在文章起首部分，然后再根据事件的经过情形叙述出来。或者以目前所见的事物，再回忆从前的往事。倒叙对读者的吸引力较大，能触发起读者一切去思考探索。 (3)插叙：指在文章原来的叙述中，插入一些与主要情节有关的内容，然后再接叙原来的事情。插入的内容为了对主要情节起补充、衬托的作用，使中心思想更

8、加鲜明，使文章不致于平铺直述,2. Introduction to the Text,2. Introduction to the Text,商务术语注释 Cost/成本(Para.3）： Cost is the value of money that has been used up to produce something, and hence is not available for use anymore. In economics, a cost is an alternative that is given up as a result of a decision. In busi

9、ness, the cost may be one of acquisition, in which case the amount of money expended to acquire it is counted as cost. In this case, money is the input that is gone in order to acquire the thing. This acquisition cost may be the sum of the cost of production as incurred by the original producer, and

10、 further costs of transaction as incurred by the acquirer over and above the price paid to the producer. Usually, the price also includes a mark-up for profit over the cost of production. 成本就是付出的代价，往往和一个商业事件或者经济交易相联系, 经常被以适用性为标准进行分类。成本是商品经济的价值范畴，是商品价值的组成部分。人们要进行生产经营活动或达到一定的目的，就必须耗费一定的资源（人力、物力和财力），其所

11、费资源的货币表现及其对象化称之为成本,2. Introduction to the Text,Structure of the text PART I In the Beginningthe foundation of the Ford Motor Company PART II Cars for the Common Manthe production of Model Ts,3. Technical Terms for Automobile,internal combustion engine 内燃发动机 speed 档位 reverse 倒档 high ground clearance

12、底盘高,3. Technical Terms for Automobile,radiator: 散热器 vibrationdamper: 减震器 clutchsystem: 离合器 brake system: 刹车系统 tire: 车胎,3. Technical Terms for Automobile,steering wheel：方向盘，转向盘，驾驶盘 rear-view mirror: 后视镜 trunk: 后备箱，行李箱 passenger seat: 副驾驶座,4. Words and Expressions,1) ingenuity indinju:iti n,Meaning: c

13、leverness and originality in solving problems,Example: It took some ingenuity to squeeze all the furniture into the little room. 把全部家具都塞进那个小房间是很费了一番心思的。 Synonyms: creativity, innovativeness, originality (补充词义) 逐渐消失或变成（另一种事物）: v. One end is blue, one end is red, and the colors merge in the middle. 一端

14、为蓝色, 一端为红色; 这两种颜色在中间混为一色,4. Words and Expressions,2) acumen kju:men n,Meaning: ability to understand and judge things quickly and clearly; shrewdness,Example: He had demonstrated considerable business acumen. 他展示了出色的经商才能。 Synonyms: Shrewdness, penetration, wisdom,4. Words and Expressions,3) unveil n

15、veil v,Meaning: show or announce (sth) publicly for the first time,Example: The plan was unveiled with the approval from the Minister. 经部长同意该计划被公之于众。 补充词义v. 除去面纱；揭去面纱或遮盖物：unveil a statue揭去雕像的幕布,4. Words and Expressions,否定前缀 dis- :disagree, disappear in- :incorrect, inability im- :impossible, impolit

16、e un- :unfinished, unemployment mis- :misunderstand, misleading non- :non-existence, non-essential anti- :antiwar, antisocial counter-:counterattack, counteract,4. Words and Expressions,4) strike out Meaning: 自成一格; 创新 Example: He quit his job and struck out on his own as a publisher. 他辞去原来的工作, 独自经营出

17、版社。 Relevant Phrases: strike back: 反击；回击 strike up: 使开始演奏或唱；发动或开始 strike down: 打击使倒下；取消,4. Words and Expressions,5）curator kjureit n,Meaning: person in charge of a museum, an art gallery, etc,Example: Curator conducted the visitors round the museum. 馆长领着游客们在博物馆中参观。 Synonym: conservator,Words and Exp

18、ressions,6）perception psepn n,Meaning: ability to see, hear or understand,Example: Whats your perception of the matter? 你对此事有什么看法,Words and Expressions,词义辨析：vision,eyesight,sight,perception （1）vision: 书面用词，含义广泛，指人的视力或视野，也可指远见卓识。 （2）eyesight: 普通用词，指眼睛的正常功能。 （3）sight:普通用词，与eyesight同义，可换用，指由实实在在的事物引起的视

19、觉。 （4）perception: 指视觉，也可泛指其它器官的功能，或引申指敏锐的理解力,4. Words and Expressions,7）newfangled nju:fgld adj,Meaning: new and strange; of a kind not known before,Example: I dont like all these newfangled gadgets. 这些新潮玩意儿我不都喜欢。 noun form： newfangledness,4. Words and Expressions,8）envision invin v,Meaning: picture

20、 (an event, action, etc) in the mind as a future possibility; imagine,Example: You will achieve precisely the success you can envision for yourself. 你将会达成你为自己设定的目标。 Synonyms: Envisage, imagine, foresee, visualize,4. Words and Expressions,9）absenteeism bsnti:izm n,Meaning: frequent absence from schoo

21、l or work, esp without good reason,Example: There were strict sanctions against absenteeism. 旷工会受到严厉的处分。 Synonyms: truancy,4. Words and Expressions,10）monotony mntni n,Meaning: state of being monotonous; lack of variety,Example: They broke the monotony of the weary journey with songs and jokes. 他们唱歌

22、或说笑话使这个令人疲惫的旅程不至于单调乏味。 Synonyms: Dullness, uniformity, tedium,4. Words and Expressions,11) condemn kndem v,Meaning: say that one disapproves of sb/sth,Example: We condemned him for his bad conduct. 我们责备他行为不检点。 Synonyms: Denounce, criticize, blame 补充词义v. 宣告某人要受的惩罚；判某人刑（尤指死刑）：He was found guilty and c

23、ondemned to be shot. 他被判有罪, 处以枪决,4. Words and Expressions,12) follow suit Meaning: 学样, 照着做 Example: One of the major banks has lowered its interest rate and the other bank is expected to follow suit. 有一家大银行已降低了利率，其他银行也准会照 样做的,5. Notes to the Text,1. In pioneering a car affordable to nearly everyone,

24、 Ford increased the minimum daily wage of his time, essentially creating a middle class, and changed forever the way the automotive industry produced and distributed cars. (Para. 1,释义 Ford was the first to make almost everyone own a car and offered the pay rise for minimum daily wage. Meanwhile, For

25、d contributed to the formation of a middle class and the way to the production and distribution of automotive industry in America. 解析 essentially creating a middle class 是现在分词短语作状语，表示结果。 其中middle class 意为“中产阶级”。the automotive industry produced and distributed cars 是定语从句,修饰the way,Notes to the Text,2

26、. John W. Lambert invented the nations first gasoline-powered automobile in 1891; just five years later, Ford unveiled his own “horseless carriage,” which he named the “Quadricycle,” because it ran on four bicycle tires. (Para. 2,解析本句是以分号连接的并列句。第二个分句为原因状语从句，because it ran on four bicycle tires是从句，其中

27、which he named the “Quadricycle” 是非限制性定语从句，修饰先行词“horseless carriage”,5. Notes to the Text,3. In 1901, when his first company went belly up, he built this race car and literally risked his life in a race to raise the public perception of him that he knew how to build these newfangled machines. (Para.

28、 4,解析本句是when引导的时间状语从句。主句中to raise the public perception of him that he knew how to build these newfangled machines是目的状语，其中that he knew how to build these newfangled machines为同位语从句修饰perception,5. Notes to the Text,4. One of Fords most astonishing moves, to combat high turnover and absenteeism caused

29、by assembly line monotony, was to double the minimum daily wage to $5 and cut daily working hours from nine to eight. (Para. 11,释义 In order to fight against the high turnover and absenteeism that resulted from assembly line monotony, Ford double the minimum daily wage to $5 and shortened working hou

30、rs from nine to eight, which was one of Fords striking actions. 解析此句话的主干是One of Fords most astonishing moves was to double the minimum daily wage to $5 and cut daily working hours from nine to eight。两个逗号之间的成分是插入语，其中caused by assembly line monotony是后置定语修饰high turnover and absenteeism,Text B Lessons o

31、n Humility from the Life of Sam Walton,1. Background Information Wal-Mart,Walton made sure the shelves were consistently stocked with a wide range of goods at low prices. His store also stayed open later than most other stores, especially during the Christmas season. He also pioneered the practice o

32、f discount merchandising by buying wholesale goods from the lowest priced supplier. Waltons store led in sales and profits in the Butler Brothers six-state region,2. Introduction to the Text (1,Theme Text B introduces Sam Walton, Wal-Marts CEO, who is humble and always willing to help others with no

33、 airs and no pomposity. 本商务语篇主要介绍了美国零售业的传奇人物、沃尔玛公司的创始人萨姆沃尔顿谦逊的一生。赞扬了沃尔顿正直可信、衣锦褧衣、不耻下问、目光远大的光辉品质,2. Introduction to the Text (2,文体特征分析 本文文章的主体部分均采用演绎法。 文章文风干净利落，语言洗练。 长短句的交替使用使文章生动活泼、细腻委婉。 直接引语的使用增强了文章的感染力和真实性,2. Introduction to the Text (3,归纳法和演绎法 归纳论证是一种由个别到一般的论证方法。归纳法在议论文中的具体应用，是先提供具体论证材料到最后形成观点的文

34、章。 演绎论证是一种由一般到个别的论证方法。以演绎法为基础的议论文遵循从观点到材料，从抽象到具体的逻辑法则，经常以扩大了的三段论的方式出现，其基本框架是先总论后分论，中心论点出现在分论之前,2. Introduction to the Text (4,商务术语注释 Retail/零售(Para.2）： Consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individua

35、l lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and

36、 then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. 零售一词源自法语动词“retailler”，意思是“切碎（cut up）”，是以一种基本的零售活动，即大批量买进并小批量卖出。零售企业并非唯一的“拆装（break bluk）”商业实体。批发商也可以大批买进并向消费者小批售出。但将零售企业与其他分销贸易商区分开来的是消费者类型：零售企业的特征是向最终消费者出售，而批发商则是向零售企业或是提他商业组织出售,3. Technical Terms

37、 for Supermarket (1,高货架 high racking 低货架 low shelving 收银机 cash register 收银员 cashier 购物车 shopping trolley, cart 购物袋 shopping bag 发票 invoice 购物小票 sales slip,3. Technical Terms for Supermarket (2,找零 change 纸钞 bill 铜板，硬币 coin 伪钞 fake bill 外包装 packing 内包装 packaging 折扣discount 标签label 退款refund 清仓大拍卖cleara

38、nce,残次品 factory second 有现货 in stock 无现货 out of stock 绩效、效益 performance 预算budget 日均销量 DMS (daily mean sales,4. Words and Phrases,1）humility hju:militi n. Meaning：humble attitude of mind; modesty Example: Haughtiness invites disaster, humility receives benefit. 满招损,谦受益。 Synonyms: humbleness, self-effa

39、cement, modesty,4. Words and Phrases,2）bless bles v. Meaning：ask Gods favour and protection for (sb/sth) Example: The priest blessed the ship before it left port. 牧师在船离港之前为其祝福。 Relevant phrases： be blessed with 在.方面有福气；幸运地享有 bless me! 谢天谢地！ 好家伙！ bless oneself 自祝；上帝保佑我 bless you! 太谢谢你了！愿上帝保佑你,4. Word

40、s and Phrases,3）humble hmbl adj. Meaning：(of a person or his words or actions) having or showing a low or modest opinion of ones own importance; not proud Example: Knowledge makes humble, ignorance makes proud. 博学使人谦逊，无知使人骄傲。 补充词义adj.（指人、其社会地位等）低下的, 卑微的: men of humble birth 出身卑微的人,4. Words and Phras

41、es,词义辨析： modest: 含义广泛，指行为或态度等方面不自大、不虚荣、不傲慢、不武断和不自负。 humble: 指精神和行为上的谦逊，褒义指对自己或自己的成就不骄傲；贬义指过低地评价自己，对人低声下气,4. Words and Phrases,4）stain stein v. Meaning：change the colour of sth; leave or make coloured patches or dirty marks on sth, esp ones that are difficult to remove Example: The little boy stained

42、 his fingers with ink. 小男孩的手指让墨水给染脏了。 补充词义V. 给（木材 布等）染色或着色: He stained the wood dark brown. 他把木头染成深褐色了,4. Words and Phrases,词义辨析：colour, dye, paint, stain colour: 普通用词，含义笼统。可指人工的着色，也可指天然的着色。 dye: 多指使用染料改变物体的颜色，如染织品或头发等。 paint: 指为装饰等目的而把油漆或涂料等物涂于物体表面。 stain: 多指用化学或其它方法使物体着色,4. Words and Phrases,5）pom

43、posity pmpsiti n. Meaning：being pompous Example: He has a deep voice and a thick accent, which people sometimes confuse with pomposity. 他声音低沉，而且有很重的口音。这让人们有时候误以为这是傲慢。 Synonyms: arrogance, pretension, snobbishness,4. Words and Phrases,6）let in Meaning：让进入；放进 Example：Open the window to let in fresh ai

44、r. 把窗户打开，好让新鲜空气进来,4. Words and Phrases,7）implement implimnt v. Meaning：put (sth) into effect; carry out Example: The government is implementing a new policy to help the unemployed. 政府正在实施一项新的帮助失业者的政策。 Synonyms: fulfil, realize, put into practice,4. Words and Phrases,8）sermon s:mn n. Meaning：talk on

45、a moral or religious subject, usu given by a clergyman from the pulpit during a religious service Example: The priest preached a sermon on the need of charity. 牧师在布道会上宣讲慈爱的必要。 Relevant phrase: read sb. a sermon 一本正经的训责某人，严词申斥某人 （补充词义) （对某人的错误等的）一大通教训: We had to listen to a long sermon about not wast

46、ing money.我们硬着头皮听了一通别浪费钱的大道理,5. Notes to the Text,释义 In1979, Wal-Marts had 276 chain stores, the average sale of a month reached $100 million and the average sale of a a year reached a billion dollars, which developed fastest in history. 解析本句是简单句。becoming部分作状语修饰前面的主句，其中to reach a billion dollars a y

47、ear in sales是不定式短语作结果状语,1. In 1979, Wal-Mart had 276 stores doing more than $100 million per month in sales, becoming the fastest company in history to reach a billion dollars a year in sales.（Para. 1,5. Notes to the Text,解析 本句是由两个and连接的并列句。第二个分句he lived in a humble house in Bentonville that almost

48、anyone with a job could have afforded中，that 引导的定语从句that almost anyone with a job could have afforded修饰前面的先行词a humble house in Bentonville，从句中的with a job是介词短语做后置定语修饰anyone,2. He drove an old pick-up truck, and he lived in a humble house in Bentonville that almost anyone with a job could have afforded

49、 and he purchased many of his clothes from Wal-Mart. （Para. 3,5. Notes to the Text,释义 Id asked lots of questions on pricing and distribution which wasnt actually allowed. But maybe because of curiosity, they allowed me to do that. 解析 本句是由第二个and连接的并列句。as often as not作状语，意为往往，多半。例如：When its foggy, the

50、 trains are late as often as not.雾大时, 火车往往晚点。may be out of curiosity在句中作插入语,3. And as often as not, theyd let me in, maybe out of curiosity, and Id ask lots of questions about pricing and distribution, whatever.（Para. 4,5. Notes to the Text,解析 本句是带有宾语从句的复合句。主句的主语为the way he lived his life,其中he lived

51、 his life修饰先行词the way。宾语从句中的ratherthan意为与其倒不如。例如： Well have the meeting in the classroom rather than in the auditorium. 我们与其在礼堂里开会, 不如在教室开会,4. The way he lived his life reminded me that I had rather see a sermon than hear one anytime. （Para. 6,Text C The New Tycoon: John D. Rockefeller,1. Background

52、 Information Standard Oil Company,In 1882, the Standard Oil Trust was formed, first of the great corporate trusts. However, 10 years later an Ohio Supreme Court decision forced dissolution, resulting in the creation of 20 smaller businesses. The largest segment was reorganized in 1899 as a holding c

53、ompany under the name of the Standard Oil Company of New Jersey, but was dissolved following a U.S. Supreme Court decision in 1911. Rockefeller retired at this point,2. Introduction to the Text,Theme This article gives a summary of John D. Rockefellers impact on the American economy and his entrepre

54、neurial process in oil industry,2. Introduction to the Text,课文主题和文体特征分析 本商务语篇为一则评论。全文分为三个部分。第一部分简单叙述了洛克菲勒的创业经历。他从作公司文员的最底层做起，内战爆发后他积累了一笔资金，直至宾州油井的发现使他看到了未来的财富之路。在第二部分中，文章介绍了洛克菲勒把炼油过程中的副产品“变废为宝”的敏锐洞察力。最终他通过从铁路那里得到贴现率，降低石油价格，迫使小公司出售股份，受其控制。文章的第三部分指出标准石油公司和洛克菲勒虽全球知名，但却受到批评指责。同时也指出了洛克菲勒的慈善行为。 全文语气适中，态度鲜

55、明，结构逻辑合理，意义连贯。文章中对“强盗式资本家”和“信托公司”下定义的写作方法，准确揭示了事物的本质，使文章内容含义更加清晰,2. Introduction to the Text,Structure of the text PART I Robber Baron or Captain of Industry? PART II Others waste, Rockefellers gold PART III Whether Standard Oil a Trust-worthy Company,3. Business Terms,robber baron 强盗式资本家,A robber b

56、aron initially referred to a feudal lord, usually in Germany, who charged huge tolls for those shipping goods through their lands. More recently, during the American Industrial Revolution, a robber baron was a person who made enormous amounts of money in business. Robber baron was an insulting term

57、implying that a person used unfair business practices and showed little sensitivity to the common worker,这一名词是在20世纪20年代末期由历史学家马修约瑟夫森首创的。虽然强盗式资本家中的一些人歪曲甚至篡改法律，为自己谋福利，但是此强盗非传统意义上的强盗，也不是违法分子。他们是高超的投机分子，其中大多数人出身贫困，他们奋力挣扎、密谋合作，以强权打通自己迈向美国工业之巅的道路，可算是把钱的能量发挥到了极致。 除了极少数的例外，强盗贵族的个人生活十分保守，他们往往笃信宗教，生活俭朴到与其银行账面

58、资产极不相称的地步。他们中大多数人建造铁路或拥有铁路，而他们总是在谋划接管他人的铁路线。他们懂得如何操纵股票市场，使得铁路股票的价格发生波动，并利用这种机会赚取了数百万美元,3. Business Terms,trust 信托公司,A trust company is a corporation, especially a commercial bank, organized to perform the fiduciary of trusts and agencies. It is normally owned by one of three types of structures: an

59、independent partnership, a bank, or a law firm, each of which specializes in being a trustee of various kinds of trusts and in managing estates,信托公司以信任委托为基础、以货币资金和实物财产的经营管理为形式，融资和融物相结合的多边信用行为。信托公司是随着商品经济的发展而出现的。信托业务18世纪出现于英国。信托业务主要包括委托和代理两个方面的内容,前者是指财产的所有者为自己或其指定人的利益，将其财产委托给他人，要求按照一定的目的，代为妥善的管理和有利的经

60、营；后者是指一方授权另一方，代为办理的一定经济事项。信托业务的关系人有委托人、受托人和受益人三个方面。转移财产权的人，即原财产的所有者是委托人；接受委托代为管理和经营财产的人是受托人；享受财产所带来的利益的人是受益人。 信托业务方式灵活多样，适应性强，有利于搞活经济，加强地区间的经济技术协作；有利于吸收国内外资金，支持企业的设备更新和技术改造,3. Business Terms,Standard Oil Company 标准石油公司,Standard Oil was a predominant American integrated oil producing, transporting, r