Unit 11(商务英语阅读教程1)
商务英语阅读教案
商务英语阅读教案【篇一：教案-商务英语阅读-unit 11-叶兴国】unit 11teaching objectives:1. to remember and use new words and expressions;2. to learn how businesses publicize their ideas of environmental protection;3. to learn how businesses help their consumers to lead a healthy lifestyle;4. to review and learn some knowledge about idioms;5. to deal with the language points in text a and text b.focuses:1. to learn how businesses publicize their ideas of environmental protection;2. to learn how businesses help their consumers to lead a healthy lifestyle.difficulties:how to help students understand and use english idioms.teaching time: 2 periods.teaching procedures:part i pre-reading questionsit can be used as lead-in questions. for students, they can discuss with each other and will have free answers. part ii extensive readingin this part, there are two texts and their relevant exercises. by reading the texts in limited time, teacher helps students understand the contents and the reading methods to build reading abilities gradually. text a succeeding as a “green” businessa. let the students look at 3 questions first and then read text a as quickly as they can for the first time to get find their answers;b. check the answers to the 3 questions first and then the answers to exercises i ii;e. read through the text and analyze the language points in 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”。
商务英语阅读 Unit 11 Business and Environment Protection
Preview
MANY car designers are convinced that a radical change in automobile technology is going to be needed for the crowded megacities of the future. By 2030 more than 60% of the world’s population is expected to be living in cities, up from 50% now, and more of them will be able to afford cars.
TEXT A Reading Comprehension
• 4.A computer controls the resultant balancing act, using a series of motion sensors and gyroscopes. (T) • 5.The advantage of having only two wheels is that the car can be shrunk into a small package.(e need to reduce emissions, an acute scarcity of land for roads and parking, and the prospect of laws restricting conventional cars all point to the idea that different and smaller types of vehicle will be in demand. With that in mind, some of those designers are coming up with things that look a lot like a vehicle that was familiar more than 50 years ago. Welcome to the return of the bubble car.
体验商务英语综合教程1-Unit-11-CulturesPPT
Yemi.H Elementary Business English May 2010 WZVTC
Does this picture offend you?
2
Yemi.H Elementary Business English May 2010 WZVTC
We all have cultural biases
BE
Sweet Flat Cellar Timetable Booking office Autumn
Torch Lift Motorway Shop
AE
Candy
Apartment Basement Schedule Ticket office Fall
Flashlight Elevator Highway Store
High school
中学
First lady 总统夫人
Cooker
炉子或厨具 Rest room 卫生间
Sunspot
黑子
Stop watch 跑表
10
Yemi.H Elementary Business English May 2010 WZVTC
OVERVIEW
Vocabulary-----Company cultures Listening-----Cultural mistakes
Harris 1993
7
LANGUAGE & CULTRE
“England & America are two countries separated by the same language.”
Attributed to George Bernard Shaw (1856-1950), Irish writer
《商务英语阅读》第11单元译文
第11单元消费者管理行为的重要性本文介绍了消费者行为以及消费者行为对全世界企业生死攸关的作用。
世纪之交，理解消费者行为对于全世界企业的成功更加重要。
在本文中，我们定义了消费者行为的概念，确定了不同类型的消费者和消费角色，阐明了它们的领域。
本文也讨论了消费者行为对于企业目标实现的重要性。
并且讨论了如果企业采取以消费者为中心的战略，企业有哪些竞争优势。
消费者行为的概念消费者行为指那些能够导致支付、购买、使用商品和服务的决策行为的个人和企业消费者的心理、身体活动。
消费者行为的定义包括人们的各种活动和承担的不同角色。
图11—1阐释了消费者行为的不同方面，它们超出了营销人员对消费者行为的传统定义。
图11—1 消费者的类型、角色和行为消费者类型通常，消费者指对营销人员或厂商完成交易起一定作用的个人或组织。
企业消费者可能以家庭成员或公司代表的身份进行交易。
所以，我们说的消费者的定义包括了家庭和企业市场的消费者行为。
传统观点认为，消费者（consumer）仅仅指消费品市场，而产业市场的顾客叫做顾客（customer）。
在本文中，我们把两个市场的顾客都叫做“customer”。
实际上，教科书中比实际应用中更多地出现“consumer”这个词，其意指消费品市场。
例如，零售店把它们的老主顾叫做“顾客”,而不叫做“消费者”。
公共事业公司（煤气公司、电力公司以及电信公司）、金融机构（银行、信用卡发行公司等）、服务性质公司（草坪维修、缝纫、干洗等），甚至包括个人服务提供机构（如算命人、按摩师、从事打眼文身等服务的小店等）都是这样称呼。
个人服务提供机构是指把消费品市场的个人作为服务对象的机构（如律师事务所、房地产公司以及纳税顾问），或者从他们承担的具体角色来说（医生称其顾客为病人，教育者称其顾客为学生，募捐者称其顾客为募捐人等等）。
只有那些不与产品最终使用者打交道的那些生产商称其顾客为“消费者”（如宝洁公司、强生公司、卡夫食品公司、通用食品公司等将产品的最终使用者称为“消费者”）。
Unit 11 英语阅读第一册(上外教材,英语专业)(课堂PPT)
② Prefix (P147)
• over-
• Examples:
• overwork • overpraise • overweight • overanxious • overact
• re-
• Examples:
• replace • reconsider • rewrite • regain • recall
advertising successful? 3) How do you understand “high context
culture” and ”low context culture”?
Reading Skill Practice
• Reading Skill: Understanding Sentences
Section B
1. Read the passages in this part within 10 mins, and finish the exercises after them.
2. Check the answers.
☆Remember to use the reading skill we have learned.
Section A
Word Pretest 1. Do Word Pretest (P142) within 3 mins. 2. Underline the italicized words in Text I when you read it later.
Text I: International Advertising as a
Key to Prefix
• 1. reconsideration • 3. replace • 5. regain • 7. recall
商务英语阅读_Unit 11人力资源管理
Human Resource Management
Objectives
Get the students to be familiar with the concept of
human resource management. Cultivate the students’ ability of problem-solving. Help the students to grasp the techniques for fast reading.
For instance, if my university provided professors and administrative assistants with identical training then it is likely that the performances of both would be sub optimal as they do not require the same sets of talents for both jobs. While there is some overlap—both require that one be able to manage time effectively—typing is likely a more highly valued skill for the administrative assistant while lecturing /teaching/speaking in front of audiences would likely be more important for the professor. Moving on to the evaluation process if we required the administrative assistants be evaluated on their teaching, research, and publishing while professors be evaluated based upon their typing speed then the organization would also be less effective—unless we sent the administrative assistants into the classroom and turn them into profest the heart of human resources is job analysis—a
Unit-11-英语阅读第一册课件(上外教材-英语专业).ppt
• 5. remarkable • 6. connotation • 7. features • 8. shades
5
② Prefix (P147)
• over-
• Examples:
• overwork • overpraise • overweight • overanxious • overact
Unit 11
Advertising
5
Teaching Objectives
1. Read some passages about advertising. 2. Enable students to know more about
advertising and cultural shock. 3. Do some reading and vocabulary
5
Cloze (P148)
① money ② attempt ③ persuade ④ growing ⑤ preference ⑥ advertisers ⑦ rational ⑧ unconscious
5
Section B
1. Read the passages in this part within 10 mins, and finish the exercises after them.
5
Reading Skill Practice
• Reading Skill: Understanding Sentences
• Exercise on P145
5
Vocabulary Building
① Word Match (P147)
• 1. associate • 2. substantial • 3. literacy • 4. milestone
商务英语Unit11参考答案
Unit 11 ChangePart I Business VocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1 We have received the documents and taken _____D______ of the above orderwhich arrived at Sydney on the . “Vanguard”.A shipmentB consignmentC lotD delivery2 ______C_______ checking the goods we found that only 450 cases of ChineseBlack Tea were shipped.A AtB ForC OnD About3 This is the third time during the year ______D_____ you have short-shippedone of our orders.A whichB whatC whenD that4 It was found ____A_____ the error was due to a slip-up in our supply department.A thatB whichC whereD when5 We greatly regret the inconvenience this has caused ______D_____ you.A forB atC onD to6 We can _____B______ you that every effort will be made to ensure thatsimilar errors do not occur again.A ensureB assureC sureD insure7 We would refer _____C______ your consignment of raincoats under theabove order, which arrived here this morning.A atB forC toD from8 Upon examination, we found the goods are correct and _____B_____ goodcondition except Carton .,A atB inC onD under9 We can only assume that an oversight has been made in making______D______ the order.A downB outC forD up10 Therefore, we would like you to send us replacements ______C_____ delay.A withB noC withoutD outside11 Please also let us know what we are to do with this carton now_______B______ our possession.A atB inC forD of12 Thank you for your letter of March 28, informing us _______C______ thewrong delivery of raincoats.A atB withC ofD on13 We must apologize for this error, which resulted _______C______ carelessnessin our packing department.A inB atC fromD for14 We are now confirming that the replacements are indeed ______C______their way to you.A atB inC onD under15 We would appreciate it if you could return the carton _____C_____ question to us.A out ofB outsideC inD for16 We would suggest that you file a claim ______D______ the insurance agent ofthe PICC at your end.A forB atC inD against17 Therefore, the damages must have occurred in transit and we should not beheld ______B_____.A lyingB liableC liedD liability18 The above order was shipped _____C______, which was evidenced by theclean on board B/L.A clearB clearlyC cleanD cleanly19 Besides, the arbitral award is final and binding ______D_______ both parties.A atB forC toD on20 If parties to a contract desire to settle disputes, an arbitration clause is usuallymade in the contract well before a dispute _______B______ .A risesB arisesC lookD appear Part II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 个性冲突personality clash2 年度健康检查an annual health check-up3 首席执行官Chief Executive Officer4 首席财务官Chief Financial Officer5 营销部marketing department6 不合作态度uncooperative attitude7 管理顾问management consultant8 任何其他议题any other business9 办公桌轮用hot-desking10 开放式办公室open plan office11 奖金方案bonus scheme12 总部head office13 商业杂志business magazine14 净利润net profit15 毛利润gross profit16 公司简介company profile17 家用电器white goods18 员工士气staff morale19 员工流动率staff turnover20 管理风格management stylePart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.We want to be a company that is constantly renewing itself, leaving the pastbehind, adapting to change.我们希望成为一家不断自我更新，超越过去，适应变化的公司。
商务英语阅读教程——参考译文
参考译文Unit 1 参考译文国际商务的范围国际商务是指任何类型的跨国商务活动。
它可以分为4种类型: 对外贸易、服务贸易、有价证券投资和直接投资。
在对外贸易中，国与国之间从事有形货物或商品的进出口业务。
进出口贸易构成了世界上大多数国家最基本的国际商务活动。
除货物和商品进出口贸易外,国家之间还进行服务贸易，如保险、金融、饭店、咨询、旅游及运输。
跨国公司就因在别国提供服务而得到报酬。
国际有价证券投资指在别国进行的金融投资。
投资者购买企业股票和长期债券，无非是为了谋求投资回报。
有价证券投资者的目标不是控制一个企业，他们随时可按市场行情兑现他们所投的资金。
海外直接投资是指在国外建厂或建立销售网络。
投资者可购买外国公司现有的全部或部分资产，以控制或部分控制该公司的销售、生产、科研和发展。
从历史的角度来看，国际商务并非新鲜事物。
它已有上千年的历史，尽管其形式、方法及重要性在不断演变。
在古代，希腊人就在地中海地区从事贸易活动。
在历史的长河中，随着复杂的商务技巧不断出现，商业持续不断的发展，从而促进了货物、资源、资金在国家间的流动。
工业革命提供了大规模生产方法和大规模市场，从而进一步促进了国际商务的发展。
随着工业化水平的提高，对供给、原料、劳动力和运输的需求也日益增大。
20 世纪以来，事实证明，广泛的商务关系覆盖全球。
由于商务实体越来越认识到它们的市场是全球性的，而不仅仅在国内，所以产品、资本和人员比以往任何时候都更紧密地联系在一起。
随着商务活动的范围跨出国界，银行和金融机构接踵而至，以满足商务活动为世界性的投资和经营所需要的资金。
金融市场之间的联系也变得非常纷繁复杂。
美国股市的走向和变化会直接影响到世界上其他地区的产权投资市场。
如今，只有目光短浅的商人才会相信，一个企业在本国市场范围内完全可以实现发展和繁荣。
国内商界起码必须认识到市场竞争的国际根源，因为竞争的根源一直存在，并且日益成为国内商界的威胁。
在世界市场和经济的动态中，这些变化的根源就是世界范围寻求的国际商务活动。
Unit 11(商务英语阅读教程1)汇总
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.
商务英语阅读 unit 11 人际关系
We are in the 21st Century and here the life is very busy. “We don’t have time” that is what we say to others. We all carry mobile phones all the time, walking, eating, working, traveling even also at the time of sleeping, but we don’t have time to send a message or give a call to our parents or relatives. In this era, it is impossible to think about a life without Internet but now it is a need. We have Internet in office. We have Internet at home, but we don’t find even few minutes in a day to write few words for our friends. We never forget to read newspaper or watch television to keep ourselves updated with the latest news, but we hardly get time to know as what is happening in our colony or in our family. We have time to go to Movie Theaters, Picnics, Shopping malls but we don’t have time to visit our kids in their school or college and enquire about their performance. If we don’t have time, then of course, they will be arrogant, ill mannered and will behave impolitely.
《商务英语综合教程》 Unit (11)
3. The government decided to adjust their policy according to the
.
4. It’s the most competitive market in the world, because every
wants to
succeed in China.
1. Focusing too much on the little stuff. “First, you need to get your business off the ground,” says Steve Tobak, founder of Invisor Consulting, a business strategy firm, and author of Real Leaders Don’t Follow: Being Extraordinary in the Age of the Entrepreneur. While this directive may seem obvious, new business owners can get really bogged down by the details. Don’t do this. By getting sidetracked focusing on things like how your business cards look or the design of your logo, founders are wasting valuable time. Instead, concentrate on tasks that will help propel your business to the next level.
当代商务英语综合教程1 Unit 11 A Lesson Learned at Midnight
In-class Task 1
2. ... and never forget that there is also a divine spark of goodness in me, too ― then I find that the “score” of my bad mistakes and regrets at the end of each day is greatly reduced. (line 25)
forgive people, especially in trying to forgive very keen or brilliant people. A
man may be a genius but he can still do things that practically break your
certain forces of25 evil ever present in me ― and never forget that there is
also a divine spark of goodness in me, too ― then I find that the “score”
of my bad mistakes and regrets at the end of each day is greatly reduced.
and “sing” and “music” and “dance” — in the language of all
mankind since the beginning of recorded time? This belief makes me
downright proud to be a human being.
Unit 11(商务英语阅读教程1)
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”。
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. 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。
体验商务英语综合教程1 Unit 11 Cultures
A
date clothes hours book customs money cards food sport language
1. Find out about the most popular ___s_p_o_r_t _ in the country.
2. Always take ___m__o_n_e_y__ in US dollars. 3. Find out about the normal working ____h_o_u_r_s_.
• Belonging
• Group harmony • Collectiveness 集体主义 • Age/seniority 资历
• Group consciousness
• Cooperation • Quality 品质
• Patience • Indirectness 迂回 • Go-between 中间人 Elashmawi &
A company with a well-developed culture, easily outperforms its competitors.
If you want to understand why people do what they do, look to the culture. Or said another way; if you want to understand a company's culture, look at what people do.
chinesegreenhousegreenhousebusyworkbusyworkhousewarminghousewarmingbusybodybusybodyfreelovefreelovelowboylowboyhighschoolhighschoolhighschoolhighschoolfirstladyfirstladyfirstladyfirstlady温室温室乔迁之庆乔迁之庆公开同居公开同居中学中学中学中学耗时又无价值的工作耗时又无价值的工作爱管闲事的人爱管闲事的人矮脚衣柜矮脚衣柜总统夫人总统夫人总统夫人总统夫人cookercookerrestroomrestroomsunspotsunspotstopwatchstopwatch炉子或厨具炉子或厨具卫生间卫生间黑子黑子跑表跑表yemihelementarybusinessenglishmay2010wzvtcoverviewvocabularycompanycultureslisteningculturalmistakesreadingfastfoodinjapanskillsidentifyingproblemsamp
商务英语阅读C11
---self study
Chapter 11 Advertising
Print advertising
Chapter 11 Advertising
Outdoor advertising
Chapter 11 Advertising
Billboards a large board on the outside of a building or at the side of the road, used for putting advertisements on
批注本地保存成功开通会员云端永久保存去开通
Chapter 11 Advertising
Chapter 11 Advertising
Lead-in What is the intention of advertising?
Chapter 11
Advertising
Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action
Chapter 11 Advertising
ambivalent adj. ~ (about / towards sb/sth) having or showing both good and bad feelings about sb/sth e.g. She seems to feel ambivalent about her new job
商务英语阅读Unit 11-叶兴国
习语的特性
A.
Unit 11
stationarity固定性
习语的结构都是固定的，不能被更改或替换，即使是同义 词也不行，比如： 不能把rain cats and dogs改成rain dogs and cats或rain a cat and a dog等等。 也就是说，习语的任何一个组成部分都是固定的，随意更 改会出现词不达意甚至啼笑皆非的结果。如：
READING SKILLS:
INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH R俗语（colloquialisms） 习语 idioms
谚语（proverbs）
俚语（slang expressions）
习语的特性
，无论规模大小，都正一窝蜂地涌向“绿色浪潮”。 jump on :扑向，猛扑，此处的jump on the bandwagon意为“紧跟潮 流，随大流”，也可用climb on the bandwagon 。如： 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.
green image 绿色形象 Green Marketing 绿色营销(Public Relations公关) green product 绿色产品（质量、价格） 重视环境保护，企业才能真正为自己赢得广阔的发展空间。
Business English: A Reading Course
商务英语阅读1 教案
1. Improve students’ reading ability. 2. Exercises: Task 3, Task 4 Reference books, dictionaries, Multi-media, etc.
多媒体演示法、任务导向法、小组讨论法
Step 1 . Related Background Information
教 学 重 点
教 学 1. 熟悉和掌握各种阅读技巧，提高阅读速度 难 2. 培养学生运用各种阅读技巧从商务文章和材料中获取相关商务信息的能力 点 选 用 《世纪商务英语阅读教程（基础篇 I）(第四版)》 王洗薇 任奎艳 主编 ，大连理工大学出 教 材 版社，2009 年 6 月出版
教 学 参 考 用 书
湖南软件职业学院课程教案
课程名称： 主讲教师： 所属系部： 职 称：
商务英语阅读 1 马雪娜 经济管理系 助教
授课班级： 商英 1101 班、1102 班
2011-2012 学年第 二 学期
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湖南软件职业学院课程教案
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课程名称 授课学期 总学时数 商务英语阅读 1 2011-2012 学年第一学期 32 课程代码 考核方式 其中实践学时 考试 0
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教 学 内 容 及 教 学 实 施 过 程
他承认自己不够条件(没有资格)担任那个职务。 ◆ The firm recognized Tom’s outstanding work by giving him an extra bonus. 公司发给汤姆一笔额外奖金以表彰他工作出色。 (2) to know who someone is or what something is, because you have seen, heard, experienced, or learned about them in the past 认出，识别；认 ◆ I didn’t recognize you in your uniform.你穿着制服，我没认出来是你。 教 学 内 容 及 教 学 实 施 过 程 Synonym realize, recognize If you realize a fact, you know and understand it, or begin to understand it. ◆ Do you realize how dangerous this is? 你没意识到这有多危险吗？ ◆ I realized that the job was going to take longer than I thought. 我意识到这个工作需要的时间要比我设想的长。 If you recognize a fact or problem, you accept that it exists ◆ We recognize that many students need extra help. 我们认识到很多学生需要额外帮助。 ◆ The government does not recognize the need for more funding. 政府没有认识到需要更多的资金。 dominance n. the fact of being more powerful, more important, or more noticeable than other people or things 优势；支配(地位)，统治(地位) dominance of ◆ the continuing dominance of the army 军队的持续统治 political/economic/cultural etc. dominance ◆ the economic and political dominance of Western countries 西方国家的经济政治统治地位 dominance over ◆ television’s dominance over other media 电视相对于其他媒体的优势地位 3. Language trainer Jacquie Reid thinks we consistently overestimate the fluency of non-native speakers. consistently ad. always behaving or happening in a similar, especially positive way 一贯地， 一向 ◆ He has been acting consistently in bad faith and the time when he keeps his promise will never come ◆ 他一贯不讲信用, 要想让他履行诺言基本是不可能的。 consistent a. ◆ I left as early as it was consistent with politeness. 我在不失礼的情况下提前离开了。 ◆ The last five years have seen a consistent improvement in the country’s economy. 在最近的五年里，这个国家的经济状况一直在好转。 overestimate (1) vt. & vi. to think something is better, more important etc than it really is [=
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ห้องสมุดไป่ตู้ 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.
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。
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”。
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。
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?
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。
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。
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?
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