Unit 11(商务英语阅读教程1)

Reading Skills: Idiom
The features of idiom: 1.Fixness 2.Wholeness 3.Character of nationality 4.Rythorical feature
Text Analysis
Questions 1.What is “Greenwashing” according to the text? 2.Why does there exist the widespread condemnation of corporations that stand up and shout about their green efforts? 3.Who are the “Greeen” leaders mentioned in the text? 4.What are important to the consumers? 5.How can we cross the gap between how people like the idea of sustainability and how many they will pick the “green” product or service over the cheaper, yet not so eco-friendly one?
2.Greenwashing：绿色粉饰，指公司为树立支持环保的虚假 形象而做的公关活动、捐赠等。 3.Oil giant,Shell，has come under a huge amount of fire lately for using their sponsorship of Britain’s most prestigious wildlife photography exhibition to “greenwash” their environmental credentials. →石油巨头壳牌石油公司最近己经受到了强烈的抨击。原因 在于他们通过赞助英国最负盛名的野生动物摄影展来“粉 饰”自己的环保认证。 come under fire：本意为“道到枪击＂，此处意为“受到言 辞攻击＂。 如：The government has come under fire for its decision to close the mines． →由于决定关闭矿山，政府受到了抨击。
4.Public relations can help here but it is vital that any companies are "walking the walk" before they conduct any sort of PR campaign． →公共关系可以在这方面起作用，但至关重要的是，任何公 司在开展公关活动之前，都要把所说的付诸实施。 walk the walk：用行动来显示某事物的真实性、实在性，即 “说到做到”。英语中常用talkthe talk, walk the walk表 示“说是说，做是做”的意思。 如：Don't talk the talk, walk the walk.别光说不练。 5.However, there may be a gap between how many of them like the idea of sustainability and how many will pick the "green" product or service over the cheaper, yet not so eco-friendly one, each and every time． →然而，有多少人赞成可持续发展的理念，又有多少人每一 次都能选择一种“绿色”的产品或服务而放弃更便宜却不 那么环保的商品或服务呢？两者之间可能有差距。
Background Information
Environmental protection is a practice of protecting the natural environment on individual, organizational or governmental levels, for the benefit of both the natural environment and humans. Due to the pressures of population and technology, the biophysical environment is being degraded, sometimes permanently. This has been recognized, and governments have begun placing restraints on activities that cause environmental degradation. Since the 1960s, activity of environmental movements has created awareness of the various environmental issues. There is no agreement on the extent of the environmental impact of human activity, and protection measures are occasionally criticized.
Translation
1. 公众 2.营销活动 3.执行董事 4.第三方认可 5.大多数企业家，无论是否倡导环保，都希望通过使公司更 具可持续性来吸引更多的顾客，最终增加利润。 6.有些企业主要通过营销手段使受众相信它们是环境友好型 的企业，而实际上并没有做很多使其有别于其他企业的实 事。“绿色粉饰”就是用来描述这一类企图的。 7.尽管滥用脆弱的环境具有潜在的灾难性后果，许多公司在 涉及环保问题时还是不愿去做领路先锋。 8.虽然充斥着那么多通常由记者和官方数据编制的令人费解 的信息，消费者却在苦恼，向人寻求他们需要的信息和答 案。
Text B: The Wellness Boom
Structure Part I:Helping consumers to lead healthy lifestyles is becoming a big business. 1. Case of Canyon Ranch 2. Competitiveness of the wellness industry 3. Case of Revolution Part II:Doing well by helping you feel good: 1.The reasons for the rise of the wellness industry 2.The difficulties many wellness firms facing
Notes on the Text
1. Increasing numbers of businesses, both small and large, are jumping on the "green bandwagon". →越来越多的企业，无论规模大小，都正一窝蜂地涌向“绿色浪潮”。 jump on：扑向，猛扑，此处"jump on the bandwagons为“紧跟潮流， 随大流”，也可用climb on the bandwagon e.g.Weinstein is just one of a mushrooming number of internet users who are jumping on the blogging bandwagon, publishing online journals to write about topics that interest them. →雨后春笋般涌现的互联网用户正在一窝蜂地涌向博客，他们发布网络 日志来写他们感兴趣的话题，温斯坦只是其中之一。 e.g.Many female teenagers jump on the bandwagon by dressing in blac →许多年轻女孩踉随时尚，穿黑色衣服。
Homework
1. What is “biomimicry”? Please relate the definition with a specific example. 2. Find an example of eco-friendly company and prepare to give a presentation in class. 3. Read Text B
Notes on the Text
1. Today Canyon Ranch is arguably the premium healthspa brand of choice for the super-rich. →如今，“峡谷牧场”可以说是超级富豪对优质健康温泉的 首选。 arguably在句中不是“有争议地＂的意思，而是“可能，大 概＂的意思。如： Penicillin is arguably the greatest medical discovery of the last century.青霉素大概是上个 世纪医学上最伟大的发现。 premium：在这句话中是“优 质的，高级的”的意思，而在本文另一句话中（In-surers such as WellPoint and Britain's PruHealth are rewarding people who take part in health-improvement programmes with lower premiums or bigger deductibles.) , premium的意思是“保险费”。
Unit 11
Text A: Succeeding as a “Green”Business
Warm-up questions
1.What is environmental protection according to your understanding? 2.What should a company do to protect the environment? 3.What approaches can a company adopt in order to be an environmentally friendly company?
6.Bio-mimicry, a design discipline that takes nature's best ideas and turns them into designs and processes to achieve this． →仿生模拟是一种采纳自然界最好的方式，然后模仿并应用 于设计和程序，解决可持续发展难题的设计准则。它是实 现可持续发展的好办法。 7.Although a fairly new concept, a few businesses are already embracing this fresh new approach, as can be seen in this wonderful ceiling fan, inspired by a falling sycamore seed． →尽管还是一个相当新的理念，一些公司已经接受了这个新 方法。受梧桐树上落下的种子的启发而设计的这款奇妙的 吊扇体现了这一设计理念。
Questionswk.baidu.com
1.What is the new style in the wellness industry? 2. How fierce the competition is in the new world of wellness? 3. What is one of the roots of today's health-care crisis in America? 4. What are the reasons behind the rise of the wellness industry? 5. How does Canyon Ranch attempt to solve the difficulties mention in the last but one paragraph?