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Unit 3> Famous Brand Names

Lead-in

Answer: 4 3 6 2 1 5

Passage A

Think About It:

1. What is a bathtub battleship referred to as in this passage?

Answer: A bathtub battleship is a toy battleship made of Ivory Soap that children play with in a bathtub.

2. Why is Ivory Soap so popular among Americans? Answer: It is pure and it floats.

3. How did Proctor & Gamble succeed in promoting Ivory Soap?

Answer: It took advantage of a successful nationwide advertising campaign.

Read and think

（二）、Ivory Soap

1、About the brand name:

Answer: The brand name was lifted from “out of ivory palaces”, a phrase found in the Bible.

2、About the company:

Answer: * In 1837, two immigrants named William Proctor and James Gamble founded the company.

* For decades Proctor & Gamble produced candles and soap.

* It took more than twenty years for sales to top one million dollars.

3、Does the author generally encourage students to join clubs and societies? Why? Answer: 1) The quality of the product: safe, mild, and pure. And it floats. 2) The profitability of the product:

* Ivory Soap has earned billions of dollars for the company.

* Annual sales of the products under the Proctor & Gamble umbrella, including Ivory Soap exceed thirty billion dollars. 3) The popularity of the product:

* When it comes to washing out the mouth of naughty children nothing beats Ivory Soap.

* At least half a dozen generations of Americans have gotten themselves clean with Ivory.

* So many hands, faces, and baby bottoms have been washed with Ivory that their numbers beat the imagination.

* Generations of little boys have converted bars of Ivory Soap into bathtub battleships. （三）、Answer: 1. the introduction of its floating soap, an enormous new factory in a place called Ivorydale, Annual sales, billions of dollars,

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2. safe, mild, and pure, solid and spotless, American institution, Washington Monument, respected, Congress, American history

（四）、Answer: advertising, brand, promoted, proved, popular, expression, global, immigrants

Read and complete

（五）、1. France has already pledged billions of dollars in aid next year. Answer: France has already pledged billions of dollars in aid next year. 法国已经保证明年提供数十亿美元的援助。 2. You shouldn’t promise what is impossible.

Answer: You shouldn’t promise what is impossible. 你不应对不可能做到的事做出保证。

3. The boss assured him that she had no plan to let him go.

Answer: The boss assured him that she had no plan to let him go. 老板向他保证并没有解雇他的打算。

4. It would be wise to get his eyes checked to ensure there is no problem.

Answer: It would be wise to get his eyes checked to ensure there is no problem. 检查一下他的眼睛，以保证没有问题，是明智之举。

5. Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.

Answer: Measures have been taken to guarantee that no student will have to drop out of college for financial reasons.

（学校）已经采取措施来保证学生不会因经济原因而辍学。

6. The manufacturer must warrant the quality of its products according to the regulations.

Answer: The manufacturer must warrant the quality of its products according to the regulations.

生产商必须按规定保证其产品质量。

（六）、Answer: 1. attain 2. modest 3. attractive 4. precise 5. campaign 6. market 7. manufactures 8. sponsor 9. imported 10. Brands

（七）、 Answer: 1. frown ... on 2. for instance 3. as a result 4. when it comes to 5. under ... Umbrella

Read and translate

（八）、1. 思想是通过语言来表达的。(by means of)

Answer: Thoughts are expressed by means of language. 2. 我今年买的新书多得难以数清。(keep count of)

Answer: I have bought so many new books this year that it’s really difficult for me to keep count of them.

3. 这位老太太确信，今天她儿子会回家来为她庆祝生日。(feel assured)

Answer: The old lady feels assured that her son will come back home today to celebrate her birthday.

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4. 他妈妈坚持说他每月的零用钱不能超过100元。(exceed)

Answer: His mother insisted that his pocket money should not exceed 100 yuan per month.

5. 上个月我们买了一辆车，是用我的名字登记的。(register)

Answer: We bought a car last month, which was registered under my name.

Read and simulate

（九）、

1、 对于大部分美国青少年来说，要论既舒服又时尚的衣着，没有什么能比得过T恤和牛仔裤了。

Answer: For most American teenagers, when it comes to comfortable and fashionable clothing, nothing beats T-shirts and jeans.

2、李宁公司从2010年开始广为宣传“让改变发生”，并且使这种观念深入人心。

Answer: Starting in 2010, Li-Ning widely promoted that “Make the change,” and the notion took hold.

3、当这条消息在网上首次发布时，上网浏览的人不计其数。

Answer: When the news was first released online, the number of its viewers beats the imagination.

4、这个女孩在歌唱比赛上的杰出表现为她带来了巨大的机遇。

Answer: The girl’s big break came with her outstanding performance at the singing contest.

5、在许多欧洲国家，人们都反感在公共场所吸烟。

Answer: In many European countries people tend to frown on smoking in public places.

Passage B Think About It

1. Do you have a Haier product at home? If so, describe it.

Answer: Open.

2. Why is Haier so successful in the US?

Answer: It is Haier’s marketing strategy that works the success.

3. Do you often have difficulties understanding English articles because of too

many new words? Do you know you can get the conceptual meaning of a word or a phrase through its context clues in the parallel structure? Answer: Open.

Read and complete

（十三）、

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Model: Work and study must be your focus now.

You must focus your mind / attention on work and study now.

1. The firemen were having a battle against the flames. Answer: The firemen were battling against the flames.

2. The company has not yet signed a contract with any advertising firm. Answer: The company has not yet contracted with any advertising firm. 3. Students are target consumers of this product. Answer: This product is targeting on students.

4. Refusing to cooperate was their signal of displeasure. Answer: They signaled displeasure by refusing to cooperate. 5. Fish is the major feature of Inuit’s diet. Answer: Fish features largely in Inuit’s diet.

6. That world famous director is making a film in our town.

Answer: That world famous director is filming in our town. （十四）、

Answer: A: 1.consumers, 2.shop, 3.money, 4.reduction, 5.speciic, 6.home(s) B: 1.revenue, 2.retailer, 3.discount, 4.distributor, 5.niche market 6.household appliances

Read and translate

（十五）、

1. 海尔在海外市场试图以形象而不是价格击败对手。它将其主要注意力集中在像学生这样的利基市场（定位市场）上，期望他们年长以后还会钟爱海尔品牌。目前，海尔在美国的家用电器年销售额已达2亿美元，并占有美国小型冰箱市场35％以上的市场份额。这对美国的家电生产商形成了挑战。

Answer: Haier is seeking to outflank its competitors by competing on image rather than on price in overseas markets. It has been focusing most of its attention on niche markets, such as students, in the hope that they will remain loyal as they get older. Currently, Haier sells $200 million worth of household appliances in the US annually and claims more than a 35% share of the US market for the minibars, which constitutes a challenge for the American household appliance makers.

2. 作为一个全球品牌，海尔致力于通过创新来满足消费者的需求，为消费者提供更多的明智的选择，让他们可以享受时尚的、负担得起的并且是可持续的生活方式。海尔秉承着一个信念，那就是为消费者设计和制造经久耐用、无后顾之忧的产品是一个负责任的企业应承担的使命。

Answer: As a global brand, Haier is dedicated to meeting customer needs through innovation. It is committed to giving customers more sensible options that enable them to enjoy a modern, affordable and sustainable lifestyle. It holds a belief that to design and produce durable and worry-free products for the customers is a mission