高级综合商务英语1彭青龙Unit4InformationTechnology

1、Unit Four Information Technology1. Lead-in2. Text A: Silicon Valley Visionary Who Put Apple on Top3. Text B: Nokia at the Crossroads: Blazing PlatformsLead-in Are you using a smart phone, such as the iPhone or the Samsung Galaxy? What applications do you use most often? Do you think the using of sma

2、rt phone has changed your life style?Lead-in Discussion: What are the pros and cons of using smart phones?Structural AnalysisPara. Main TopicsPara. 1-3A brief introduction of the coming back of Steve Jobs after his temporary leave of the company because of the illness.Para. 4-12An exploration of the

3、 art of Steve Jobs to turn technology into elegant consuming products and the success Apple is enjoying now.Para. 13-16A brief recall of Steves early life and his ups and downs before returning to Apple in 1997.Para. 17-28A discussion of the reasons that make Steve Jobs and the Apple a daunting succ

4、ess for rivals to compete.Part I Questions about Part I Q1. Why had the comeback of Steve Jobs stirred up such an excitement? This was not the first time of comeback for him to Apple. Little more than a decade earlier, he made his first comeback and turned Apple from going bankruptcy to an enormous

5、successful company. Therefore his recovery and comeback were highly anticipated. both Mr. Jobs career and Apple,were widely considered washed up, their relevance to the future of technology written off both in Silicon Valley and on Wall street. (Line 4, Para. 2) Both his career and the company he fo

6、unded were widely considered to have come to an end, and he would have nothing to do with high-tech in the future in the eyes of silicon valley entrepreneurs and the Wall Street investors.Part I Sentence Interpretation the level of anticipation whipped up in advance of the January event was unusual

7、. (Line 1, Para. 3) The level of excitement for expecting his return was extraordinary, which had already become heated before he stepped onto the stage in January. Part I Sentence Interpretationcap (Line 2, Para.1)v. lie at the top ofexample: He capped his friends story with an even more exciting o

8、ne. She capped her rage when she heard her husbands cheating on her. Part I Words and Expressions sideline (Line 1, Para.2) v. remove from the center of activity or attention 使靠边，使降格，不重视example: He was under pressure to resign and was about to be sidelined. What they fear is that environment policy

9、will be sidelined until it is too late. Part I Words and Expressionsemaciated (line. 2, para.2) adj. extremely thin and weak because of illness or lack of food 骨瘦如柴的 example: .horrific television pictures of emaciated prisoners. The animals had lost weight noticeably, becoming lean, almost emaciated

10、. Part I Words and Expressionswash up (Line 5, Para.2) wear out completely 耗尽，结束adj.彻底失败的；事业到头的;example: I hardly believe the fact that their relationship has been washed up.Part I Words and Expressions write off (Line 6, Para.2) to decide something is unimportant or useless and they are not worth f

11、urther serious attention 一笔勾销，一笔勾销，摒弃摒弃example: He is fed up with people writing him off because of his age. His critics write him off as too cautious to succeed. Mrs Merkel said a deal was at hand, but again rejected pressure from the IMF to write off some of Greeces debt to Euro-zone partners to m

12、ake it more sustainable. Part I Words and Expressionswhip up (Line 2, Para 3) deliberately cause and encourage people to feel a certain emotion 煽动, 激起example: to whip up enthusiasm He accused politicians of whipping up anti-foreign sentiments in order to win right-wing votes.Part I Words and Express

13、ions Q1. In many critics eyes, what special talent did Steven Jobs have (Para. 4)? He has the ability to turn technologies into perfect products and convince people to buy IT gadgets that they even have no idea they needed.Part II Questions about Part II Q2. How did Apple now rule its new kingdom? (

14、Para. 10-11) By deciding which apps are available in its online store, and setting the rules for how those apps are developed, Apple now ruled its new kingdom.Part II Questions about Part II A rebuttal of Francis Scott Fitzgeralds much-quoted aphorism that there are no second acts in American life d

15、oes not come more decisively than this. (Line 1, Para. 6) Famous writer F.S Fitzgerald once said there are no second acts in American life and it was agreed by many people. However, the life experience of Steve Jobs is a perfect example to show that the statement is not true. Part II Sentence Interp

16、retation , his formative role in popularizing the personal computer, and Apples initial pubic offering on Wall Street made him the tech industrys first rock star. (Line 4, Para. 6) his pioneering role at the beginning stage of personal computer industry, and the companys listing in the stock marketm

17、ade him a big iconic figure in the tech industry.Part II Sentence Interpretation he has secured his place in the foremost ranks of the West Coast tech titans . (Line 1, Para. 7) Undoubtedly, he is regarded as one of the leading figures of West Coast IT giants Part II Sentence Interpretation of all t

18、he fingers that Apple has poked into Microsofts eyes over the years, none can have rankled as much as the early success of the iPad. (Line 1, Para. 8) Of all the challenges that Apple has raised against Microsoft and of all the successes that Apple enjoyed during the competition with Microsoft, the

19、early success of the iPad is the bitterest for Microsoft to accept.Part II Sentence Interpretation His ability to get consumers to line up for products conjured from nothing paying premium prices, and in uncertain economic times draws accolades even from rivals. (Line 3, Para. 12) He has an ability

20、to get consumers to queue in lines, to pay higher prices even at times of economic uncertainty, just for want of the Apple products. Such ability has won praise for him even from his rivals.Part II Sentence Interpretationdisparagingly (Para. 4) adv. in a disparaging manner 轻蔑地, 蔑视地disparaging adj. e

21、xpressive of low opinionexample: He was critical of the people, disparaging of their crude manners. disparaging remarks about the new housePart II Words and Expressionsrebuttal (Para. 6)n. a statement that gives reason why an accusation or a charge against you is untrue 辩驳，反驳example: He is conductin

22、g a point-by-point rebuttal of charges from former colleagues.Part II Words and Expressionsexert greater sway (Para. 7)have a greater influence on 有更大的影响力example: Developed countries exert greater sway over the issues of maintaining world peace.Part II Words and Expressionsrankle (Para. 8)v. make re

23、sentful or angry because you think it was unfair or wrong 令人愤怒example: The injustice rankled her. The insult that his sister hurled at him still rankled in his mind. Part II Words and Expressionsdigerati (Para. 10)n. people who earn large amount of money through internet-related business 电子商务精英，计算机行

24、家example: With bloggers, developers and other members of the digerati looking for more, this new technology can help take it to the next level.Part II Words and Expressionsconjure (Para. 12)v. If you conjure sth. out of nothing, you seem to make it appear by magic 变魔术般创造出example: I cant simply conju

25、re up the money out of thin air. Jean can conjure up a good meal in half an hour. Part II Words and ExpressionsQ1. What kind of spiritual beliefs exerted a heavy influence on Steve Jobs? (Para.15)? His spiritual training of Zen Buddhism has played an important role in his life.Part III Questions abo

26、ut Part III There was little in Mr. Jobs beginnings that gave a hint of what was to come. (Line 1, Para. 14) From Mr. Jobs early life we couldnt find much sign or indication of his later success.Part III Sentence Interpretation Mr. Jobs spiritual aspirations left him with little use for either shoes

27、 or soap for long periodsto the distress of co-workers. (Line 2, Para. 15) Because of his spiritual beliefs, for a long time, he seldom wore shoes or took a showerit was quite a distress to his co-workers.Part III Sentence Interpretationfledgling (Line 5, Para. 14)adj. young and inexperiencedexample

28、: . . . t h e s o u n d p r a c t i c a l a d v i c e h e g a v e to fledgling writers. H e w a s c h o s e n i n 1 9 9 6 , b e g i n n i n g his training for Chinas fledgling space program. Part III Words and Expressionseschew (Line 6, Para. 15)v. deliberately avoid doing sth or becoming involved i

29、n sth. 避免，回避example: A civilized leader must eschew violence. Eschew fattening foods if you want to lose weight. Part III Words and Expressionsfloundering (Line 4, Para. 16)adj. if something is floundering, it has many problems and may soon fail completely 陷入困境example: The economy was floundering. M

30、en and horses were floundering in the deep snow beside the road. Part III Words and Expressions Q1. What are the qualities of Steve Jobs that enabled him to achieve such a tremendous success (Para. 17-26)? Never stopping pushing forward, he was brave, courageous and obsessive to details. He was also

31、 a perfectionist. Later his style changed a little, and he had become more pragmatic and learnt to compromise when necessary.Part IV Questions about Part IV Those who have labored under him describe him as a stern taskmaster who understands the art of the possible, rather than a long-range visionary

32、. (Line 2, Para. 17) Those who have worked under him describe him as a strict task master who knows what is possible to achieve at the moment, not someone who always focuses on the future.Part IV Sentence Interpretation A lieutenant who left this year describes how the Apple boss can become more fix

33、ated in finding flaws in an icon on a screen than in the program it represents. (Line 1, Para. 20) An assisting staff who left this year said that Steve sometimes would put more emphasis on finding flaws of the design of an icon than the program it represents.Part IV Sentence Interpretation , but th

34、e greater sense of expediency reflects Apples new place in the world. (Line 1, Para. 23) , but becoming more pragmatic and choosing to do what is more convenient rather than what is believed to be right reflects Apples new approach in operation as its place in the business world changed.Part IV Sent

35、ence Interpretation , though the reversal also seemed calculated to appease developers who might otherwise turn more attention to creating apps for phones running Googles software. (Line 4, Para. 26) , though the removal of the requirement seemed carefully planned so as to gain good will of software

36、 developers who might otherwise turn to create apps for other phone companies.Part IV Sentence Interpretationculmination (line 1, para. 17)n. something, especially something important, of an activity, process, or series of events, happens at the end of it 结局，高潮，顶点example: The show marked the culmina

37、tion of months of hard work. The reforms marked the successful culmination of a long campaign. Part IV Words and Expressionscall the shots (Line 1, Para. 19) to give orders or to be in charge 操纵，掌握，发号施令example: Typically, a single company cannot call the shots that transform an industry. “Who is cal

38、ling the shots in this house?” Part IV Words and Expressionsfixated (Line 3, Para. 20) Fixate v. pay attention to exclusively and obsessively, become fixed on 关注，注视，使固定example: The media are fixating on Princess Dianas death. If you are too fixated on something, you might miss a car coming around th

39、e corner and fail to jump out of the way.Part IV Words and Expressionsbuoy (Line 2, Para. 24) v. keep afloat with a buoy; if someone in a difficult situation is buoyed by something, it makes them feel more cheerful and optimistic 支撑，鼓励，使浮起example: The party did little to buoy up her spirits. German

40、domestic consumption buoyed the German economy. Part IV Words and Expressionsdismissive (Line 1, Para. 25)adj. showing indifference or disregard 轻视的，鄙视的example: Her manner was coldly dismissive. She might have been less dismissive of my talents if he could have seen my latest achievements. Part IV W

41、ords and Expressionscalculated (Line 15, Para. 26)adj. carefully thought out in advance 精心策划的，蓄谋的example: Irenes cleaning the floor had been a calculated attempt to cover up her crime. .a calculated and coherent strategy for winning powerPart IV Words and Expressionsappease (Line 15, Para. 26)v. try

42、 to stop some from being angry by giving them what they want 使平息，使和缓，安抚example: The move was widely seen as an attempt to appease critics of the regime. The government tried to appease discontented workers. Part IV Words and Expressions Structural AnalysisPara. Main TopicsPara. 1-5Nokia, the once Eu

43、ropes hottest firm, is facing serious challenge now.Para. 6-10The reasons why Nokia has lost its edge.Para. 11-15Strategies and measures for Nokia to compete again.Para. 16-17Although there are signs of revival for some other European mobile phone companies, a full recovery would take a longer time.

44、 I. Discussion1. What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone?Exercises I. SpeakingThe first generations of modern mobile phones were purely devices for conversation and text messages. The money lay in designing desirable handsets, manufacturing them