Unit 7 Brands and Advertisements
Content
Section I Listening and Conversation (2 periods)
Section II Reading Comprehension (2 periods)
Section III Writing and Translating (2 periods)
Aims
The students should be able to:
introduce a new advertisement
understand the two passages and the related information
read and write advertisements
Important and difficult points
expressions and patterns for introducing a new product in advertisements
passage 2 and the information related
words,phrases and sentences from passage 2
grammar,Verb forms
Procedure and methods
Section I Listening and Conversation
Part I,Leading in
1,Pre-class Work:
2,Warming up for the new class:
Part II,Putting in use
1,Dividing the students into groups of four or five
2,Offering the situations
3,Acting out and comments
Part III,Further Practice
1,Practicing and Furthering
2,Commenting
3,Listening and Completing
4,Responding
Part IV,Aptitude Test and Guidance
1,Judge after you listen
2,Respond after you listen
3,Read after you listen
4,Self-assessment and Teacher’s Guidance
5,Assignment
Section II Reading Comprehension
Part I,Leading in
1,Revision
2,Warming up for the new class
Part II,Comprehension and Practicing
1,Checking and Explaining
2,Retelling the story
Part III,Further Practice
1,Simulating and translating
2,Read and Complete
Part IV,Aptitude Test and Guidance
1,Translating
2,Assignment
Section III Writing and Translating
Part I,Leading in
1,Checking the assignment
2,Warming up for new class
Part II,Putting in use
1,Dividing the students into groups of four or five
2,Presenting new materials
3,Giving the rules for a business card
4,Simulating and writing
Part III,Further Practice
Presenting new material
Simulating
Checking and Commenting
Writing
Part IV Aptitude Test and Guidance
1,Checking
2,Grammatical rules concerning verb forms
3,Applying
4,Self-assessment and Guidance
5,Assignment
Unit 7 Brands and Advertisements
Section I Listening and Conversation
Part I,Leading in
1,Pre-class Work,
【Instructions】 ask students to 1),collect some products advertisements
2),find out the expressions for branding and making advertisements as many as possible
2,Revision
【Instructions】check the answers to the homework of the previous class
3,Warming up for the new class,
【Instructions】 1),students present their collections
2),teacher’s comment and put the collections into a data bank for students’ reference (on the blackboard)
3),presentation of new materials
Sample 1 (page 113 textbook)
Sample 2 (page 114 textbook)
【Instructions】,while showing the advertisements,students are to read and understand the English,sometimes with the help of the teacher
Data Bank
Classified Ads are very convenient and informative.
For more information,please refer to our catalogue.
Some try to exaggerate the quality of their products in advertisement to gain the instant profit,but it turns out to be a big failure in the end.
To make full use of the advertisement,we should build a creditable atmosphere in business circles.
What do you think of the idea of advertising?
Shall we put our advertisement in the newspaper or on television?
Could you repeat the ad in the next issue of the newspaper?
Different forms of advertisement have different targets.
If necessary,we’ll launch our new advertising campaign.
If necessary,we’ll withdraw the ad.
To some degree,the headline is more important than the body.
Produce quality is surely important,but advertising can never be neglected.
4),Practice Dialogue 1 Branding is worth a lot
【Instructions】 read and act out so that the students will be familiar with the patterns that are appropriate for presenting a new product,teacher and the students work together and remember not to spend too much time on it
Part II,Putting in use
1,Dividing the students into groups of four or five
2,Offering more examples about products advertisement and ask the students to make dialogues,
Sample 1
SPANISH
Courses in School of Foreign Languages,Shenzhou University throughout year,All levels,Business language courses also offered,
4-week summer courses,No accommodation available,RMB ￥1000.
Tel,65102552
Fax,65102555
E-mail,shenzhou@zhu.edu.cn
Sample 2
Real Estate & Rentals
1 Bdrm Apartment
$700 Per Mo.,Furnished
Incl,Util,Except Phone,
Laundry,On bus Route,
In Sherwood Park,Non
Smoker Please & no Pets
Tel,780-417-1913
Self-contained
Bachelor Suite
On acreage,North of
Bon Accord $350/month
Includes util.
Tel,780-961-3775
Wanted,a place to live,will share expenses,free rent,will clean your house,value of $500 per month
Wanted,Acreage with shop,near Edmonton,have travel trailer,suitable for horse,Tel,780-695-7077
3,Acting out and comments
【Instructions】 after the act of each group,the teacher will ask the fellow students to make comments on the performance and the appropriateness of their English; and then it is the teacher’s task to summarize this part
Part III,Further Practice
1,Practicing and Furthering
【Instructions】 practice the dialogues on Page 114 of the Textbook in groups,and try to further them
2,Listening and completing
【Instructions】,listen to a dialogue and complete it by filling in the blanks on Page 117 of the Textbook (Exercise 3),also work in groups
3,Responding
【Instructions】 practice Exercise 2 on Page 117 of the Textbook orally, Teacher plays the tape-recorder and the students try to answer the questions based on what they have heard,the whole class work together
(The script for the dialogue,)
A,Good Morning,sir,What can I do for you?
B,Our last advertisement of toys was very successful,so we’ve decided to create a new one with you.
A,Thanks,What do you have in mind this time?
B,We’d like to advertise our new milk powder on TV.
A,Do you have any specific requirements?
B,Yes,we’d like to have some famous faces in it.
A,It sounds good,But famous faces mean a large sum of money.
B,What’s your proposal then?
A,I think some lovely kids could do this job well,too.
B,Kids? Why?
A,You see,our target consumers are mothers of babies,If babies like it,their mothers will surely do.
B,That sounds reasonable,
A,It can also save a lot of money,and that’s the key point.
B,Right,We’ll take your suggestion.
【Instructions】 after each activity,the teacher will check the answers and comment promptly
Part IV,Aptitude Test and Guidance (exercises 1/2/5)
1,Judge after you listen
【Instructions】 in this part true or false statements will be given to each of the students,after they listen to a dialogue,they are asked to judge whether the statements are true or false.
2,Respond after you listen
【Instructions】 in this part the students are asked to listen to a dialogue and then answer the teacher’s questions
3,Read after you listen
【Instructions】in this part the students are given a passage with some blanks,they are asked to fill in the blanks after they listen to it.
4,Self-assessment and Teacher’s Guidance
【Instructions】 in this part the teacher will mainly check the answers to 1 and 2,give brief explanations when students are in difficulty and ask students to score their own paper ; as for 3,the teacher will collect the paper and correct them after class.
5,Assignment
Workbook P92-5,6
Read fluently the passage on page 123 of your Textbook New Practical English and try to understand it as possible as you can by using a dictionary,
【Instructions】 in this part the homework is made up of two parts,A is to reinforce what they have learned; B is to get ready for the next Section
Section II Reading Comprehension
Part I,Leading in
1,Revision
ask students to work in groups of four to introduce a new product.
Teacher makes comments
2,Warming up for the new class
ask students to answer teacher’s questions related to the Passage on page 118
teacher makes comments
Part II,Comprehension and Practicing
1,Checking and Explaining
teacher raises some questions and ask students to say true or false according to the passage on page 118 of the Textbook New Practical English to see how much they’ve understood.
teacher raises some questions and ask students to answer in details according to the passage on page123 of the Textbook New Practical English,at the same time explaining some language points.
Possible difficult words,phrases and sentences
Words:
circle n,group of people who are connected by having the same interest,profession,etc,(有共同兴趣职业等的人形成的) 圈子,界
Teacher’s,She has a large circle of friends.
Student’s,
Assemble v,( cause people or things to) come together; collect 集合；聚集；收集
Teacher’s, Everyone is supposed to assemble in the lobby at 2:00 pm.
Student’s,
notion v,idea or belief; concept 观念；信念；概念
Teacher’s,We hold the notion of personal equality and liberty.
Student’s,
internal a,of or on the inside 内部的； 内在的
Teacher’s,We decide to have an internal investigation to find out the spy.
Student’s,
Distinct a,different in kind; separate 种类不同的； 分开的
Teacher’s,The two boys are twins,but they are distinct in personality.
Student’s,
Integrate v,combine sth in such a way that it becomes fully a part of sth else 融合；纳入
Teacher’s,As a newcomer,you should try to integrate into the new environment.
Student’s,
Difficult Sentences:
(Para.1) As our expert panel predicts,the brands may soon be everything,from marketing and sales to operations and engineering,if it hasn’t already.
根据我们专家组的预测，即使现在还没有做到,但是品牌会很快主宰一切,包括市场、销售、运行、管理各个方面。
In this conditional clause if it hasn’t already,be everything is omitted to avoid repetition.
Example,The impact of the Internet on society might be significant,if it hasn’t already.
(Para,3) The only way a small retailer stays alive is by delivering an ultimate personal experience to the consumer.
小店能生存的唯一方式就是靠给顾客送来最直接感受到的人际关系的体验。
In this sentence,the subject compliment if this sentence is a prepositional phrase (is) by delivering…,and since by is a proposition,the verb deliver takes its V-ing form.
Example,The reason for the rapid increase in the output is by introducing the modern assembly line from Japan.
(Para,6) On the other hand,if consumers are smart and are buying what the brand is rather than what the brand image is,that,Will make the brand less important.
另一方面，如果消费者聪明理智，确实只购买货真价实的品牌产品，而不是追逐徒有虚名的品牌形象，品牌就不会那末重要。
The verb are buying in the if-clause takes two objects,both being what-clause connected by rather than,means,so that it can perform its function.”
Example,It is what you can do rather than what you can say what matters in the job-hunting market..
(Para,10) And the people who wanted to work at the company were the people who wanted those clothes.
想成为公司一员的人都是想买这些服装的人。
By adopting two relative clauses to modify the same word people,the sentence conveys an emphasized meaning to its readers.
Example,The students who desire to be outstanding in their future career are the students who persist in their goals.
2,Retelling the story
ask students to read the passage again
ask them to retell the story in their own words
Part III,Further Practice
1,Simulating and translating
Do exercise 6 on page 122 of the Textbook
Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences
2,Rewriting
Do excises 2 on page 125 of the textbook
Write a summary of the passage by answering the following questions,(page 125)
Part Iv,Aptitude Test and Guidance
Translating
Ask the students to remember the words,phrases and sentence structures in the passage they have learned and translate the following sentences into English orally and the teacher comments.
这些床用一把螺丝刀就可以很容易地安顿好。
她体现了一个医生的全部优良品质。
当你面对困难时，你那些所谓的亲密朋友都到那里去了。
厂家推荐的这些钢笔的零售价是18元一支，批发价是12元一支。
尽管他们是兄弟，但性格却完全不同。
Assignment
A,Textbook p118 Passage 1,and Workbook p 92 passage A,Exercises 1-3
B,Collect advertisements as many as possible
Section III Writing and Translating
Part I,Leading in
Checking the assignment
Check the answers to comprehension exercises on the workbook orally and comment
Answer students’ questions found in Passage 1
Warming up for new class
Ask the students to present their collection of advertisements
Put their collections of advertisements into the data bank on the blackboard
Make sure all the students understand the meanings of the advertisements
Part II,Putting in use
Dividing the students into groups of four or five
Presenting new advertisements
Sample 1
Rent advertisements
Manchester Hotels and Apartments
Modern Service Apartments
From ￡59 per night per apartment
Self-contained,fully serviced apartment in Kingston,close to park,shops,buses,and subways,Color TV,telephone,equipped kitchen,central heating.
Modern comfort at reasonable rates,Car park.
Brochure by return mail Quote, G,
CHALFONT(KDINGSTON) LTD.
201 KINGSTON
CHURCH STREET,Manchester W8
ENGLAND
Tel,081 389 5687 ( ansfone ) 081 389 5688
Fax,081 227 3807
Telex,665433
Sample 2
The Morning Star November 5
Service Advertisements
Cleaning service
,Quality Cleaning Service” GIVE YOUR CHILD THE GIFT FOR RENT
No Job too Big or too Small OF A QUALITY EDUCATION Weekly Rate $ 159
Res,& Comm,Little Einstein’s Academy,No Free Utilities,color TV with Cable
-Free Estimates- registration fee,620-5453 & HBO Phone,Free Breakfast,
Call 830-626-5584 RODEWAY INN
1209 IH-35 N.
629-6991
Roommate Needed Chandra’s Home Child Tutor
Non-Smoking F,Care Computer & Word Processing
To share a home with Academic focus,small Tutor Avail.
mother & daughter,Group,Math & Reading,toys Reasonable rates!
830-626-8283 & puzzles,educational For brochure contact 834-2619
computer games,Safe &
fun! 480-733-6427
【Instructions】 ask students to read and understand the samples
Giving the rules for an advertisement
The teacher should remind the students what they have to pay attention to when they read or make an advertisement.
Simulating and writing
Ask the students to 1) to complete the advertisements to the information given in Chinese,
Roommate Needed Tutor
1 ____________ ( 不吸烟男性) Chinese & Mathematics Tutor Avail.
To share home w/single man 2 __________ ( 收费合理 )
726-8263 For brochure,contact 286-2912
Cleaning Service Child Care
, Fast Cleaning Service” 4 ____________ (市中心家庭保姆)
3 ____________ （事无巨细,竭诚服务 ） live-out,drive,Non-smoking,Refs,From
Residential only Good Family,Good Job,604-936-2730.
-Free Estimates-
Call 830-626-5584
2) Translate the following advertisement into English.
招 租
重庆市中山路235 号有四室住宅一套招租。煤气、水、电均已配置齐全,另有附属车库,房租每月人民币2
千元整。
有意者请与重庆机械进出口公司面洽
电话：023-68368888
地址：重庆市长江路222号
邮编：400002
Part III,Further Practice
Presenting new advertisements
1) show students more samples
Sample 1
VAN NUYS APARTMENTS,Van Nuys,California
Monthly rent,$695 Deposit
Bedrooms,1.00 Neighborhood:
Bathrooms,1.00 School District:
Date Posted,May 14,2003
Date Available,June 14,2003
Description
Unfurnished,new paint,parking available & more,Call us TOLL FREE 1-888-248-9793,1 bedrooms,2 bedrooms & 3 bedrooms & roommates,apartments for rent,condors for rent,town houses for rent,Price ranges from $400-4000,For availability and more details,please call us TOLL FREE 1-888-248-9793
WE HAVE APARTMENTS ALL OVER VAN NUYS!!! CALL NOM!! !!
Contact information
Contact,Steven,Rental Office Provider:
Phone,(888) 248-9793 Location,VAN NUYS APARTMENTS,VAN NUYS,CALIFORNIA
Fax:
Sample 2
English Class
Oral English Courses in Foreign Languages School,Zhonghua University throughout the year,Intermediate and advanced classes,Business English courses also offered.
88 hour courses at weekends,No accommodation available,RMB ￥360.
Tel,65102352
Fax,65102355
E-mail,zhonghua@zhu.edu.cn
Simulating
Ask the students to work in groups to write an advertisement of their own.
Checking and commenting
After the presentation of each group,the fellow students comment and then teacher summarizes.
Writing
Ask the students to work together to write a short passage of about 100 words to tell a story or about an event related to the picture given,Some useful words and phrases have been provided to help,
Part IV Aptitude Test and Guidance
Checking
Ask the students to read their passage
Teacher comments and points out the grammatical errors
Grammatical rules concerning verb forms
Applying (page 99 workbook)
Translate the following advertising sentences into Chinese.
a,Accommodation is guaranteed for overseas students,
b,A top grade American bicycle ( brand-new) for RMB 1500 Yuan.
House consists of ten large rooms with toilet and bath.
If not sure? Ask us for suggestions.
Even if you never need us,it’s nice to know we’re there to help.
At our hotel,nobody feels like a stranger in town,
Correcting the errors in the following sentences
In brief word,what we saw today is a real miracle.
Mary is kind,considerate and warm-hearted,In all,she is admirable.
You are 18 years old,therefore you have to learn to live on your own.
We’ve tested the result over and over again,because we are sure it is correct.
Some people jumped rashly to a conclusion that something must be wrong.
I was packing,cleaning the house,and saying countless goodbyes,In a short,it was a very busy week.
Another house was broken into last night; after all,the neighborhood no longer feels secure.
He has had a bad cold and in a word he can’t attend the class.
Translating the following sentences into English.
音乐会的票早就买完了。 显然，这位音乐家非常受欢迎。
你课前不预习，课后也不复习。总之，你一点也没在意你的学习。
根据我们小组的讨论，可以得出的结论是：我们要知难而上。
你的电脑老是出问题，因此你肯定买了伪劣产品。
总的说来，你的建议还是可行的。
4,Self-assessment and Guidance
1) and 2) are printed on the paper,After the teacher checks the answers,the students can score their own paper; as for 3) the teacher can collect the paper and correct after class if time is not permitted.
5,Assignment
Collect information on promoting activities
Designing a promoting activity
Content
Section I Listening and Conversation (2 periods)
Section II Reading Comprehension (2 periods)
Section III Writing and Translating (2 periods)
Aims
The students should be able to:
introduce a new advertisement
understand the two passages and the related information
read and write advertisements
Important and difficult points
expressions and patterns for introducing a new product in advertisements
passage 2 and the information related
words,phrases and sentences from passage 2
grammar,Verb forms
Procedure and methods
Section I Listening and Conversation
Part I,Leading in
1,Pre-class Work:
2,Warming up for the new class:
Part II,Putting in use
1,Dividing the students into groups of four or five
2,Offering the situations
3,Acting out and comments
Part III,Further Practice
1,Practicing and Furthering
2,Commenting
3,Listening and Completing
4,Responding
Part IV,Aptitude Test and Guidance
1,Judge after you listen
2,Respond after you listen
3,Read after you listen
4,Self-assessment and Teacher’s Guidance
5,Assignment
Section II Reading Comprehension
Part I,Leading in
1,Revision
2,Warming up for the new class
Part II,Comprehension and Practicing
1,Checking and Explaining
2,Retelling the story
Part III,Further Practice
1,Simulating and translating
2,Read and Complete
Part IV,Aptitude Test and Guidance
1,Translating
2,Assignment
Section III Writing and Translating
Part I,Leading in
1,Checking the assignment
2,Warming up for new class
Part II,Putting in use
1,Dividing the students into groups of four or five
2,Presenting new materials
3,Giving the rules for a business card
4,Simulating and writing
Part III,Further Practice
Presenting new material
Simulating
Checking and Commenting
Writing
Part IV Aptitude Test and Guidance
1,Checking
2,Grammatical rules concerning verb forms
3,Applying
4,Self-assessment and Guidance
5,Assignment
Unit 7 Brands and Advertisements
Section I Listening and Conversation
Part I,Leading in
1,Pre-class Work,
【Instructions】 ask students to 1),collect some products advertisements
2),find out the expressions for branding and making advertisements as many as possible
2,Revision
【Instructions】check the answers to the homework of the previous class
3,Warming up for the new class,
【Instructions】 1),students present their collections
2),teacher’s comment and put the collections into a data bank for students’ reference (on the blackboard)
3),presentation of new materials
Sample 1 (page 113 textbook)
Sample 2 (page 114 textbook)
【Instructions】,while showing the advertisements,students are to read and understand the English,sometimes with the help of the teacher
Data Bank
Classified Ads are very convenient and informative.
For more information,please refer to our catalogue.
Some try to exaggerate the quality of their products in advertisement to gain the instant profit,but it turns out to be a big failure in the end.
To make full use of the advertisement,we should build a creditable atmosphere in business circles.
What do you think of the idea of advertising?
Shall we put our advertisement in the newspaper or on television?
Could you repeat the ad in the next issue of the newspaper?
Different forms of advertisement have different targets.
If necessary,we’ll launch our new advertising campaign.
If necessary,we’ll withdraw the ad.
To some degree,the headline is more important than the body.
Produce quality is surely important,but advertising can never be neglected.
4),Practice Dialogue 1 Branding is worth a lot
【Instructions】 read and act out so that the students will be familiar with the patterns that are appropriate for presenting a new product,teacher and the students work together and remember not to spend too much time on it
Part II,Putting in use
1,Dividing the students into groups of four or five
2,Offering more examples about products advertisement and ask the students to make dialogues,
Sample 1
SPANISH
Courses in School of Foreign Languages,Shenzhou University throughout year,All levels,Business language courses also offered,
4-week summer courses,No accommodation available,RMB ￥1000.
Tel,65102552
Fax,65102555
E-mail,shenzhou@zhu.edu.cn
Sample 2
Real Estate & Rentals
1 Bdrm Apartment
$700 Per Mo.,Furnished
Incl,Util,Except Phone,
Laundry,On bus Route,
In Sherwood Park,Non
Smoker Please & no Pets
Tel,780-417-1913
Self-contained
Bachelor Suite
On acreage,North of
Bon Accord $350/month
Includes util.
Tel,780-961-3775
Wanted,a place to live,will share expenses,free rent,will clean your house,value of $500 per month
Wanted,Acreage with shop,near Edmonton,have travel trailer,suitable for horse,Tel,780-695-7077
3,Acting out and comments
【Instructions】 after the act of each group,the teacher will ask the fellow students to make comments on the performance and the appropriateness of their English; and then it is the teacher’s task to summarize this part
Part III,Further Practice
1,Practicing and Furthering
【Instructions】 practice the dialogues on Page 114 of the Textbook in groups,and try to further them
2,Listening and completing
【Instructions】,listen to a dialogue and complete it by filling in the blanks on Page 117 of the Textbook (Exercise 3),also work in groups
3,Responding
【Instructions】 practice Exercise 2 on Page 117 of the Textbook orally, Teacher plays the tape-recorder and the students try to answer the questions based on what they have heard,the whole class work together
(The script for the dialogue,)
A,Good Morning,sir,What can I do for you?
B,Our last advertisement of toys was very successful,so we’ve decided to create a new one with you.
A,Thanks,What do you have in mind this time?
B,We’d like to advertise our new milk powder on TV.
A,Do you have any specific requirements?
B,Yes,we’d like to have some famous faces in it.
A,It sounds good,But famous faces mean a large sum of money.
B,What’s your proposal then?
A,I think some lovely kids could do this job well,too.
B,Kids? Why?
A,You see,our target consumers are mothers of babies,If babies like it,their mothers will surely do.
B,That sounds reasonable,
A,It can also save a lot of money,and that’s the key point.
B,Right,We’ll take your suggestion.
【Instructions】 after each activity,the teacher will check the answers and comment promptly
Part IV,Aptitude Test and Guidance (exercises 1/2/5)
1,Judge after you listen
【Instructions】 in this part true or false statements will be given to each of the students,after they listen to a dialogue,they are asked to judge whether the statements are true or false.
2,Respond after you listen
【Instructions】 in this part the students are asked to listen to a dialogue and then answer the teacher’s questions
3,Read after you listen
【Instructions】in this part the students are given a passage with some blanks,they are asked to fill in the blanks after they listen to it.
4,Self-assessment and Teacher’s Guidance
【Instructions】 in this part the teacher will mainly check the answers to 1 and 2,give brief explanations when students are in difficulty and ask students to score their own paper ; as for 3,the teacher will collect the paper and correct them after class.
5,Assignment
Workbook P92-5,6
Read fluently the passage on page 123 of your Textbook New Practical English and try to understand it as possible as you can by using a dictionary,
【Instructions】 in this part the homework is made up of two parts,A is to reinforce what they have learned; B is to get ready for the next Section
Section II Reading Comprehension
Part I,Leading in
1,Revision
ask students to work in groups of four to introduce a new product.
Teacher makes comments
2,Warming up for the new class
ask students to answer teacher’s questions related to the Passage on page 118
teacher makes comments
Part II,Comprehension and Practicing
1,Checking and Explaining
teacher raises some questions and ask students to say true or false according to the passage on page 118 of the Textbook New Practical English to see how much they’ve understood.
teacher raises some questions and ask students to answer in details according to the passage on page123 of the Textbook New Practical English,at the same time explaining some language points.
Possible difficult words,phrases and sentences
Words:
circle n,group of people who are connected by having the same interest,profession,etc,(有共同兴趣职业等的人形成的) 圈子,界
Teacher’s,She has a large circle of friends.
Student’s,
Assemble v,( cause people or things to) come together; collect 集合；聚集；收集
Teacher’s, Everyone is supposed to assemble in the lobby at 2:00 pm.
Student’s,
notion v,idea or belief; concept 观念；信念；概念
Teacher’s,We hold the notion of personal equality and liberty.
Student’s,
internal a,of or on the inside 内部的； 内在的
Teacher’s,We decide to have an internal investigation to find out the spy.
Student’s,
Distinct a,different in kind; separate 种类不同的； 分开的
Teacher’s,The two boys are twins,but they are distinct in personality.
Student’s,
Integrate v,combine sth in such a way that it becomes fully a part of sth else 融合；纳入
Teacher’s,As a newcomer,you should try to integrate into the new environment.
Student’s,
Difficult Sentences:
(Para.1) As our expert panel predicts,the brands may soon be everything,from marketing and sales to operations and engineering,if it hasn’t already.
根据我们专家组的预测，即使现在还没有做到,但是品牌会很快主宰一切,包括市场、销售、运行、管理各个方面。
In this conditional clause if it hasn’t already,be everything is omitted to avoid repetition.
Example,The impact of the Internet on society might be significant,if it hasn’t already.
(Para,3) The only way a small retailer stays alive is by delivering an ultimate personal experience to the consumer.
小店能生存的唯一方式就是靠给顾客送来最直接感受到的人际关系的体验。
In this sentence,the subject compliment if this sentence is a prepositional phrase (is) by delivering…,and since by is a proposition,the verb deliver takes its V-ing form.
Example,The reason for the rapid increase in the output is by introducing the modern assembly line from Japan.
(Para,6) On the other hand,if consumers are smart and are buying what the brand is rather than what the brand image is,that,Will make the brand less important.
另一方面，如果消费者聪明理智，确实只购买货真价实的品牌产品，而不是追逐徒有虚名的品牌形象，品牌就不会那末重要。
The verb are buying in the if-clause takes two objects,both being what-clause connected by rather than,means,so that it can perform its function.”
Example,It is what you can do rather than what you can say what matters in the job-hunting market..
(Para,10) And the people who wanted to work at the company were the people who wanted those clothes.
想成为公司一员的人都是想买这些服装的人。
By adopting two relative clauses to modify the same word people,the sentence conveys an emphasized meaning to its readers.
Example,The students who desire to be outstanding in their future career are the students who persist in their goals.
2,Retelling the story
ask students to read the passage again
ask them to retell the story in their own words
Part III,Further Practice
1,Simulating and translating
Do exercise 6 on page 122 of the Textbook
Pay attention to the italicized parts in the English sentences and translate the Chinese sentences by simulating the structure of the English sentences
2,Rewriting
Do excises 2 on page 125 of the textbook
Write a summary of the passage by answering the following questions,(page 125)
Part Iv,Aptitude Test and Guidance
Translating
Ask the students to remember the words,phrases and sentence structures in the passage they have learned and translate the following sentences into English orally and the teacher comments.
这些床用一把螺丝刀就可以很容易地安顿好。
她体现了一个医生的全部优良品质。
当你面对困难时，你那些所谓的亲密朋友都到那里去了。
厂家推荐的这些钢笔的零售价是18元一支，批发价是12元一支。
尽管他们是兄弟，但性格却完全不同。
Assignment
A,Textbook p118 Passage 1,and Workbook p 92 passage A,Exercises 1-3
B,Collect advertisements as many as possible
Section III Writing and Translating
Part I,Leading in
Checking the assignment
Check the answers to comprehension exercises on the workbook orally and comment
Answer students’ questions found in Passage 1
Warming up for new class
Ask the students to present their collection of advertisements
Put their collections of advertisements into the data bank on the blackboard
Make sure all the students understand the meanings of the advertisements
Part II,Putting in use
Dividing the students into groups of four or five
Presenting new advertisements
Sample 1
Rent advertisements
Manchester Hotels and Apartments
Modern Service Apartments
From ￡59 per night per apartment
Self-contained,fully serviced apartment in Kingston,close to park,shops,buses,and subways,Color TV,telephone,equipped kitchen,central heating.
Modern comfort at reasonable rates,Car park.
Brochure by return mail Quote, G,
CHALFONT(KDINGSTON) LTD.
201 KINGSTON
CHURCH STREET,Manchester W8
ENGLAND
Tel,081 389 5687 ( ansfone ) 081 389 5688
Fax,081 227 3807
Telex,665433
Sample 2
The Morning Star November 5
Service Advertisements
Cleaning service
,Quality Cleaning Service” GIVE YOUR CHILD THE GIFT FOR RENT
No Job too Big or too Small OF A QUALITY EDUCATION Weekly Rate $ 159
Res,& Comm,Little Einstein’s Academy,No Free Utilities,color TV with Cable
-Free Estimates- registration fee,620-5453 & HBO Phone,Free Breakfast,
Call 830-626-5584 RODEWAY INN
1209 IH-35 N.
629-6991
Roommate Needed Chandra’s Home Child Tutor
Non-Smoking F,Care Computer & Word Processing
To share a home with Academic focus,small Tutor Avail.
mother & daughter,Group,Math & Reading,toys Reasonable rates!
830-626-8283 & puzzles,educational For brochure contact 834-2619
computer games,Safe &
fun! 480-733-6427
【Instructions】 ask students to read and understand the samples
Giving the rules for an advertisement
The teacher should remind the students what they have to pay attention to when they read or make an advertisement.
Simulating and writing
Ask the students to 1) to complete the advertisements to the information given in Chinese,
Roommate Needed Tutor
1 ____________ ( 不吸烟男性) Chinese & Mathematics Tutor Avail.
To share home w/single man 2 __________ ( 收费合理 )
726-8263 For brochure,contact 286-2912
Cleaning Service Child Care
, Fast Cleaning Service” 4 ____________ (市中心家庭保姆)
3 ____________ （事无巨细,竭诚服务 ） live-out,drive,Non-smoking,Refs,From
Residential only Good Family,Good Job,604-936-2730.
-Free Estimates-
Call 830-626-5584
2) Translate the following advertisement into English.
招 租
重庆市中山路235 号有四室住宅一套招租。煤气、水、电均已配置齐全,另有附属车库,房租每月人民币2
千元整。
有意者请与重庆机械进出口公司面洽
电话：023-68368888
地址：重庆市长江路222号
邮编：400002
Part III,Further Practice
Presenting new advertisements
1) show students more samples
Sample 1
VAN NUYS APARTMENTS,Van Nuys,California
Monthly rent,$695 Deposit
Bedrooms,1.00 Neighborhood:
Bathrooms,1.00 School District:
Date Posted,May 14,2003
Date Available,June 14,2003
Description
Unfurnished,new paint,parking available & more,Call us TOLL FREE 1-888-248-9793,1 bedrooms,2 bedrooms & 3 bedrooms & roommates,apartments for rent,condors for rent,town houses for rent,Price ranges from $400-4000,For availability and more details,please call us TOLL FREE 1-888-248-9793
WE HAVE APARTMENTS ALL OVER VAN NUYS!!! CALL NOM!! !!
Contact information
Contact,Steven,Rental Office Provider:
Phone,(888) 248-9793 Location,VAN NUYS APARTMENTS,VAN NUYS,CALIFORNIA
Fax:
Sample 2
English Class
Oral English Courses in Foreign Languages School,Zhonghua University throughout the year,Intermediate and advanced classes,Business English courses also offered.
88 hour courses at weekends,No accommodation available,RMB ￥360.
Tel,65102352
Fax,65102355
E-mail,zhonghua@zhu.edu.cn
Simulating
Ask the students to work in groups to write an advertisement of their own.
Checking and commenting
After the presentation of each group,the fellow students comment and then teacher summarizes.
Writing
Ask the students to work together to write a short passage of about 100 words to tell a story or about an event related to the picture given,Some useful words and phrases have been provided to help,
Part IV Aptitude Test and Guidance
Checking
Ask the students to read their passage
Teacher comments and points out the grammatical errors
Grammatical rules concerning verb forms
Applying (page 99 workbook)
Translate the following advertising sentences into Chinese.
a,Accommodation is guaranteed for overseas students,
b,A top grade American bicycle ( brand-new) for RMB 1500 Yuan.
House consists of ten large rooms with toilet and bath.
If not sure? Ask us for suggestions.
Even if you never need us,it’s nice to know we’re there to help.
At our hotel,nobody feels like a stranger in town,
Correcting the errors in the following sentences
In brief word,what we saw today is a real miracle.
Mary is kind,considerate and warm-hearted,In all,she is admirable.
You are 18 years old,therefore you have to learn to live on your own.
We’ve tested the result over and over again,because we are sure it is correct.
Some people jumped rashly to a conclusion that something must be wrong.
I was packing,cleaning the house,and saying countless goodbyes,In a short,it was a very busy week.
Another house was broken into last night; after all,the neighborhood no longer feels secure.
He has had a bad cold and in a word he can’t attend the class.
Translating the following sentences into English.
音乐会的票早就买完了。 显然，这位音乐家非常受欢迎。
你课前不预习，课后也不复习。总之，你一点也没在意你的学习。
根据我们小组的讨论，可以得出的结论是：我们要知难而上。
你的电脑老是出问题，因此你肯定买了伪劣产品。
总的说来，你的建议还是可行的。
4,Self-assessment and Guidance
1) and 2) are printed on the paper,After the teacher checks the answers,the students can score their own paper; as for 3) the teacher can collect the paper and correct after class if time is not permitted.
5,Assignment
Collect information on promoting activities
Designing a promoting activity
