Chapter12 The right stuff

1、LOGOAdvertisement&Commercials环球英语成人课程环球英语成人课程Company LogoFive of the worlds most successful businessesCompany LogoCatchy slogans 挡不住的诱惑！Catchy: pleasant and easy to remember e.g., a catchy songSlogan: word or phrase that is easy to remember, use as a motto. e.g. Political slogan 政治标语Company Logo

2、Catchy slogansCompany LogoCatchy slogans 滴滴香浓，意犹未尽。http:/ LogoCatchy slogansAll the News Thats Fit to Print(the New York Times)Company LogoCatchy slogans 耐克公司精心打造的广告语just do it，以其对自我、叛逆、明星的推崇和张扬而风靡美国，影响了整整一代人的精神理念，但这则广告所宣扬的价值观在香港和泰国等地却没有产生应有的共鸣。该广告被认为有诱导青少年不负责任，干坏事之嫌而屡遭投诉，最后只能将广告语改称“应做就去做”http:/ Log

3、oCatchy slogansBet you cant eat just one.Company LogoCatchy slogansObey your thirst服从你的渴望服从你的渴望Company LogoCatchy slogansCompany LogoCatchy slogansCompany LogoCatchy slogansStarted Ahead.Make yourself heard.Good teeth, good health.Tides in, dirts out.Washing powderToothpasteMobile phoneShampoomight

4、be used to advertiseIt also could be from an ad forI think its used inads.Rejoice Ericsson Colgate TideCompany LogoReading The Wrong Stuff 1 Lessonu1. Things to be learned by a student. (easy meaning)u2.Experience from which one can learn or example.idiom: learn ones lessone.g.我再也不会那么做了。我已经得到教训了。我再也

5、不会那么做了。我已经得到教训了。 I will never do that again. I have learned my lesson.give sb a lesson2 learn the hard way: made a lot of mistakes or had a lot of difficulty before learning somethingCompany LogoReading The Wrong Stuff 3 overlook: dont notice sth. or dont realize how important it is (synonym: ignore

6、 neglect)e.g.她没有计较他的无礼冒犯，并尽量装作没事的样子。她没有计较他的无礼冒犯，并尽量装作没事的样子。(offensiveness)She overlooked his offensiveness and tried to pretend nothing had happened.4 sure enough: used to say that something happened exactly the way someone thought it would5 Campaign:an advertising campaign is to promote a particula

7、r product (广告宣传活动广告宣传活动) champagne champion Company LogoReading The Wrong Stuff6 translatedliterally: translated from one language to another, word by word, according to its most basic meaning rather than the general meaning7 as it turned out: the way sth. actually happened8 ancestor: family members

8、 who lived long ago9 packaging: the container a product is sold in10 Round-cheeked:a compound adjective adj+ noun+ed e.g. Thats a round-cheeked baby. He is a warm-hearted person. She is a black-haired lady.Company LogoReading The Wrong Stuff11 countless: too many to be counted12 pure coincidence: tw

9、o things happening together completely by chance, in a surprising way13 signature: a persons handwritten name14 Bangladesh: The full name is The Peoples Republic of Bangladesh. It is a country locates in south Asia which is famous for its Bengal Tiger 孟加拉国孟加拉国15 Arabic script: the written form of th

10、e Arabic language16 insult: speak or act in a way that hurts the feelings or dignity of sb. (synonym: humiliate)Company LogoA legendu In the south-east Asia, an elephant, especially a white elephant is regarded as a holy. It does not have to work but eat. Only the emperors have the right and the mon

11、ey to raise them. But if an emperor hates a minister, he would give that minister a white elephant as a gift. Then the minister must live a miserable life because he must not abandon emperors gift but have no money to raise that tremendous eater. At last, he will go bankrupt. Company LogoA legend So

12、 white elephant in English means expensive but useless stuff. A Chinese factory manufacture battery whose brand is white elephant. Their products are sold well in Asia but fail in its Euro-American markets. Company LogoQuestions:1 If people want to sell their products internationally, what should th

13、ey do? Do some market research first. u What is the name of the car and what does the name mean? The name is Chevy Nova. it means “it doesnt go.” 3 What does the last sentence in Para2 “it never went anywhere in Latin America” mean? It means no one bought the car. The company is a total loser by the

14、 cars name in Latin America.Company LogoQuestions:4 Whats wrong with the Pepsis slogan in Germany and in China?Come alive means active, lively. The slogan means the Pepsi-Cola makes you active and lively. But in Germany and in China, people translate the word “alive” as living, not dead, which made

15、the sentence sound like the dead people back to life. Of course it is very ridiculous.Company LogoQuestions:5 In most of the African countries, what does it mean if a company uses a babys picture as the label on a jar? It means there is a baby in the jar because in many African countries, the pictur

16、e on the jar shows what the jar has in it.6 Why a pair of shoes caused a big event in Bangladesh? (50 people were injured according to the reference book) Because feet are considered unclean to Muslims. Thom McAns signature which looks like Arabic letter”Allah” is printed inside the shoes, and Musli

17、ms felt their Gods name is humiliated by having people walk on it.Company Logo 4 Grammar FocusDescribing purpose with infinitive clauses1. run a popularInternet cafe, its a good idea to have plenty of computers.2. operate a successful cinema, you need to make sure it has the latest movies.3. a conce

18、rt hall suceesful, it should have excellent acoustics.4. a shopping mall succeed, it has to have a variety of stores.ToIn order toForto beIn order fortoCompany Logo 4 Grammar Focus (in order)+infinitive (in order)+for+noun+infinitiveIn order to succeed in business, you have to. To succeed in business, you have to.In order for a business to succeed, it. For a business to succeed, it.Company LogoChain GameS1 makes a sentence. S2 repeats the sentence an