《商务英语阅读课件》商务英语阅读unit_10-
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商务英语阅读 unit 10 知 识产权77页PPT
商务英语阅读 unit 10 知 识产权
1、合法而稳定的权力在使用得当时很 少遇到 抵抗。 ——塞 ·约翰 逊 2、权力会使人渐渐失去温厚善良的美 德。— —伯克
3、最大限度地行使权力总是令人反感 ；权力 不易确 定之处 始终存 在着危 险。— —塞·约翰逊 4、权力会奴化一切。——塔西佗
5、虽然权力是一头固执的熊，可是金 子可以 拉着它 的鼻子 走。— —莎士 比
The key forms of intellectual property are patents, copyrights, trademarks, and trade secrets. Because intellectual property shares many of the characteristics of real and personal property, associated rights permit intellectual property to be treated as an asset that can be bought, sold, licensed, or even given away at no cost.
Unit Ten
TEXT IPR and Economic Growth
Pre-reading questions
1.Havห้องสมุดไป่ตู้ you heard of Intellectual Property Right before? 2.What do you think belongs to Intellectual Property Right?
Countries in the world such as the United States, Japan, and the Netherlands protect inventions; literary and artistic works; and symbols, images, names, and designs used in commerce, all of this are in the range of intellectual property rights. They know safeguarding these property rights fosters economic growth, provides incentives for technological innovation, and attracts investment that will create new jobs and opportunities for all their citizens.
1、合法而稳定的权力在使用得当时很 少遇到 抵抗。 ——塞 ·约翰 逊 2、权力会使人渐渐失去温厚善良的美 德。— —伯克
3、最大限度地行使权力总是令人反感 ；权力 不易确 定之处 始终存 在着危 险。— —塞·约翰逊 4、权力会奴化一切。——塔西佗
5、虽然权力是一头固执的熊，可是金 子可以 拉着它 的鼻子 走。— —莎士 比
The key forms of intellectual property are patents, copyrights, trademarks, and trade secrets. Because intellectual property shares many of the characteristics of real and personal property, associated rights permit intellectual property to be treated as an asset that can be bought, sold, licensed, or even given away at no cost.
Unit Ten
TEXT IPR and Economic Growth
Pre-reading questions
1.Havห้องสมุดไป่ตู้ you heard of Intellectual Property Right before? 2.What do you think belongs to Intellectual Property Right?
Countries in the world such as the United States, Japan, and the Netherlands protect inventions; literary and artistic works; and symbols, images, names, and designs used in commerce, all of this are in the range of intellectual property rights. They know safeguarding these property rights fosters economic growth, provides incentives for technological innovation, and attracts investment that will create new jobs and opportunities for all their citizens.
商务英语课件chapter 10 (2)
D/P: documents against payment 付款交单 a type of payment for goods in which the
transferring title to the goods are not given to the buyer until he has paid the value of the draft issued against him.
Payment in Advance预付货款 Payment in advance signifies that the importer pays
the exporter before delivery of the goods. (used down payment)
Open account Business赊账业务 Under this device, the exporter sends his shipping
Discussion
Advantages and disadvantages of L/C from the perspective of exporters and importers respectively.
Confirmed L/C 保兑信用证 (Unconfirmed L/C) Revocable L/C 可撤销信用证 (Irrevocable L/C) Sight L/C (L/C at sight) 即期信用证 (Time L/C) Transferable L/C 可转让信用证 (Non-transferable L/C) Divisible L/C可分割信用证 (Indivisible L/C)
Collection 托收
After the exporter has shipped the goods or rendered services to his customer abroad, he draws a bill of exchange on the latter with or without shipping documents attached thereto and then gives the draft to his bank together with his appropriate collection instructions. Thus, a collection is usually processed through banks acting as the intermediary.
transferring title to the goods are not given to the buyer until he has paid the value of the draft issued against him.
Payment in Advance预付货款 Payment in advance signifies that the importer pays
the exporter before delivery of the goods. (used down payment)
Open account Business赊账业务 Under this device, the exporter sends his shipping
Discussion
Advantages and disadvantages of L/C from the perspective of exporters and importers respectively.
Confirmed L/C 保兑信用证 (Unconfirmed L/C) Revocable L/C 可撤销信用证 (Irrevocable L/C) Sight L/C (L/C at sight) 即期信用证 (Time L/C) Transferable L/C 可转让信用证 (Non-transferable L/C) Divisible L/C可分割信用证 (Indivisible L/C)
Collection 托收
After the exporter has shipped the goods or rendered services to his customer abroad, he draws a bill of exchange on the latter with or without shipping documents attached thereto and then gives the draft to his bank together with his appropriate collection instructions. Thus, a collection is usually processed through banks acting as the intermediary.
商务英语阅读chapter 10
e.g. I can't decipher what is inscribed on the pillar. 我认不出刻在柱子上的是什麽
Your site here
Chapter 10 Business negotiation Chapter 10 Business negotiation
in the aggregate added together; collectively 总计; 合计; 归结起来
Chapter 10 Business negotiation International business negotiation
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Chapter 10 Business negotiation
Four elements of international business negotiation
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Chapter 10 Business negotiation
The goals of business negotiation
Seller Buyer
Your site here
Chapter 10 Business negotiation
The means of business negotiation
Text B Helpful tips for business negotiation
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Chapter 10 10 Business negotiation Chapter Business negotiation
decipher v. succeed in understanding (a coded message, bad handwriting, etc) 破译 （密码）; 辩认（潦草字迹）
Your site here
Chapter 10 Business negotiation Chapter 10 Business negotiation
in the aggregate added together; collectively 总计; 合计; 归结起来
Chapter 10 Business negotiation International business negotiation
Your site here
Chapter 10 Business negotiation
Four elements of international business negotiation
Your site here
Chapter 10 Business negotiation
The goals of business negotiation
Seller Buyer
Your site here
Chapter 10 Business negotiation
The means of business negotiation
Text B Helpful tips for business negotiation
Your site here
Chapter 10 10 Business negotiation Chapter Business negotiation
decipher v. succeed in understanding (a coded message, bad handwriting, etc) 破译 （密码）; 辩认（潦草字迹）
商务英语阅读_Unit 10管理初步
Text e definition of management, exactly how do managers go about managing in an office, on a shop floor, or in a committee meeting? What do they do to help accomplish objectives? Management theorists have identified four primary functions of managers. These functions are planning, organizing, directing and controlling.
3) Contingency planning is the process of preparing alternative courses of action that may be used if the primary plans don’t achieve the organization’s objectives. The economic and competitive environments change so rapidly that it is wise to have alternative plans of action ready in anticipation of such changes. For example, if an organization doesn’t meet its sales goals by a certain date, the contingency plan may call for more advertising or a cut in prices at that time.
商务英语课件Unit10
INTRODUCTORY REMARKS
The _____of payment are an important part of the ____________．From terms sales contract seller's the _______ point of view, the best terms would be full payment in ______ at the time of sale，while the buyers would prefer to have the cash payment goods before making _______．Importers and exporters are separated from each other by thousands of miles．This adds to the difficulties of coming to ___________on how ________should be made．The an agreement payment exporters and importers usually meet each other ________and agree to half way payment byletter of credit ____________opened by a ________bank．A letter of reliable credit is a ________guarantee that payment will be made on presentation banker's shipping documents of all the required________________. In this way，the sellers or guarantee exporters receive a _________not only from the buyers or importers, but a banker also from ________that payment will be made on _________of the delivery goods．On the other hand, the buyers or importers are given the guarantee _________that the banker will not make payment unless the shipping documents _________________ are presented．
商务英语Unit_10_A 课件
10.2 Advertisements and commercials
□ 2015年，“工匠精神”开始走红，央视《新闻联播》还为此推 出过专题“大国 工匠”于是“匠心”一词受到热捧，许多品牌 都在用这个词语来诠释品牌的精神和情怀，全球性运动品牌 New Balance，2015年邀请李宗盛操刀并出境的《致匠心》更是 将这一词语完满展现。
广告是一种用来帮助销售产品和服务的沟通形式。 通常，它 传达的信息包括产品或服务的名称，以及该产品或服务如何 可能使消费者受益。
市场细分是将大众市场分为具有相似需求的群体的 过程。
10.1 The marketing mix
Market segmentation 市场细分
Four types of market segmentation • Demographic [ˌdeməˈɡræfɪk] segmentation人口细 分 • Behavioral [bɪ'heɪvjərəl] segmentation行为细分 • Psychographic segmentation心理细分 • Geographic [dʒɪəˈgræfɪk] segmentation地理细分
市场营销的目的是销售产品和服务，通过满足顾客的需求为 组织及其股东创造利润。
10.1 The marketing mix--C
□ What is “the marketing mix”?
The marketing mix consists of “the four Ps”: providing the customer with the right product at the right price, presented in the most attractive way promotion and available in the easiest way place.
BECunit10-PPT精品文档
Vocabulary
• 1.be+good at+verb+-ing • 2.be a+adjective+noum • 3.be+adjective
Learning tip
Write down your ideas when you are preparing for both speaking and writing 。 Write as many ideas as you can。 Then select the most useful ones for your speaking or writing。
10.2
Orgaising a conference
• VOCABULARY : Collocations • Part1 answer
• a person who gives the main talk at an event (keynote sp promotes expansion and growth (development agency ) • a project or business which is just beginning (new venture) • a document where you give your details to particpate in an event (enrolment form) • an occasin when companies from different areas of bussiness meet (multi-sectorial) • the payment which an invited presenter or lecturer receives (speaker’s fee)
商务英语阅读Unit 10(课堂PPT)
英国：大海、水相关的习语，如：to spend money like water挥金如土; to rest on one’s oars暂时一歇; over head and ears灭顶之灾; over head and ears in debt负债累累；
狗：英国爱狗—a lucky dog幸运儿; 中国—人模狗样 12 ，狗仗人势
Unit 11
A. 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：
out of question 毫无疑问 out of the question 没问题
10
Business English: A Reading Course
Unit 11
B. Integrality整体性/完整性
习语作为完整的语义单位不可随意分割截取使用，应避免 望文生义或断章取义。如： to lose one’s head 惊慌失措 (不是 “失去了头” ) let the cat out of the bag
You can not eat your cake and have it. 两者不 可兼得。
8
E、民间故事
Unit 10
Columbus’s egg 哥伦布竖鸡蛋，喻指万事开头难。
Black Friday 黑色星期五，喻指倒霉的日子。
9
习语的特性
Business English: A Reading Course
狗：英国爱狗—a lucky dog幸运儿; 中国—人模狗样 12 ，狗仗人势
Unit 11
A. 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：
out of question 毫无疑问 out of the question 没问题
10
Business English: A Reading Course
Unit 11
B. Integrality整体性/完整性
习语作为完整的语义单位不可随意分割截取使用，应避免 望文生义或断章取义。如： to lose one’s head 惊慌失措 (不是 “失去了头” ) let the cat out of the bag
You can not eat your cake and have it. 两者不 可兼得。
8
E、民间故事
Unit 10
Columbus’s egg 哥伦布竖鸡蛋，喻指万事开头难。
Black Friday 黑色星期五，喻指倒霉的日子。
9
习语的特性
Business English: A Reading Course
剑桥商务英语中级unit10详细版.ppt
E. Similarly, managers who don’t set career goals will miss opportunities.
F. Managers need to attend training cour.,ses to learn how to manage.
8
Consistent Implementation
Vision
Since high school, Madonna has set herself a clear target: to become the world’s number one female performer. If she hadn’t set out with this vision, success wouldn’t even have been a possibility. Firms too must have a vision of where they want to go and how to get there. (1)________________________
Continuoห้องสมุดไป่ตู้s Renewal
The frequent reinvention of Madonna’s style and sound has always reflected an acute awareness of changing styles, social norms and attitudes in a rapidly changing industry. (5) ________________
Merchandise vt 吹捧，宣扬 Lesser-known 不为人知的 Megaband 超级乐队 Gig n. (口）特约演奏 Fan club 发烧友俱乐部 Sdudio album 唱片专辑 Fan base 发烧友群体 Music review 音乐评论 Record label 唱片制作公司名
商务英语阅读上册unit 10
Information includes macro information and micro information. Macro information includes data on population, general trade flows among countries, and world industrial and agricultural production. Micro information includes materials on specific industries in a country, their growth prospects, and their foreign trade activities.
TEXT Negotiation Skills and Strategies
Pre-reading questions
1. What is negotiation? 2. Do you know any negotiation skills and strategies?
UP
PREV. NEXT
Human beings are living in a world full of contradictions, disputes and confrontations. People have to negotiate to resolve some problems. More and more occasions require negotiation; fewer and fewer people will accept decisions dictated by someone else. People differ, and they use negotiation to handle their differences. To adapt to nowadays business world, it is all necessary for everyone to have a better understanding of the activities of negotiations and be able to answer the questions of negotiations. A negotiation is a process of communication between parties to manage conflicts in order to come to an agreement, solve a problem or make arrangements. Negotiation is a basic means of getting what you want from others. It is back-forth communication designed to reach an agreement when you and the other side have some interests that are shared and others that are opposed.
人民大2023商务英语阅读(第1册)(第二版)课件Unit 10 Business Ethics
Words and Expressions
estimate v. to guess or calculate the cost, size, value, etc. of something 估计；估算；估价 (CET-6; TEM-4)
Government sources estimate a long-term 50 percent increase in rail fares.
Words and Expressions
moral adj. relating to the standards of good or bad behaviour, fairness, honesty, etc. that each person believes in, rather than to laws 道德的（CET-6; TEM4）
Occasionally, we must compromise on-time operations to guarantee safe travel.
Words and Expressions
observe v. to watch carefully the way something happens or the way someone does something, especially in order to learn more about it; to notice or see 观察；观测；监视；注意到，觉察到；看到 (CET-6; TEM-4)
Learning Objectives
1 Identify the common types of ethical misconduct in the workplace. 2 Explore the relationship between unethical business practices and
商务英语阅读-Unit-10
Chinese Translations a.家具 b.打字机 c.采购；购买 d.储物柜 e.台式电脑 f.设备 g.（有抽屉的）柜子 h.复印机
i.笔记本电脑 j.微波炉
Activity 6
FFTTFF
Activity7 CAB
Activity8
1. F entrepreneur--entrepreneurship 2. T 3. T 4. T 5. F no---all risks
Unit 10
Product and Price
Pre-Reading
What does the phrase “product and price”mean?
quality quantity
value
consumer
brand
product and price
selling point
seller
Activity14
1. copyright 2. target 3. retailer 4. domestic 5. cheap
Activity15
cbfgacde
Activity17
software money tracker money half price the end of the year where goes new computer
refer to?
A. 1-day free training
B. 24-hour free delivery
C. $50
on-site maintenance
Post-reading
Words and Expressions Chinese Translation
《商务英语阅读》课件
Features
Business English reading has the characteristics of professionalism, practicality, and cross-cultural communication, requiring readers to have a high level of language proficiency, business knowledge, and cross-cultural communication skills.
Select different types of business reports, such as market analysis reports, financial reports, project reports, etc., to help students fully understand the structure and content of business reports.
Background knowledge
The onging process of expanding one's vocabulary through exposure to new words and their contextual usage A rich vocabulary improves comprehension and supports effective communication in business English
Collaborative learning
Collaborate with classmates, colleagues, or mentors to improve business English reading skills through discussions, communication, and other means.
Business English reading has the characteristics of professionalism, practicality, and cross-cultural communication, requiring readers to have a high level of language proficiency, business knowledge, and cross-cultural communication skills.
Select different types of business reports, such as market analysis reports, financial reports, project reports, etc., to help students fully understand the structure and content of business reports.
Background knowledge
The onging process of expanding one's vocabulary through exposure to new words and their contextual usage A rich vocabulary improves comprehension and supports effective communication in business English
Collaborative learning
Collaborate with classmates, colleagues, or mentors to improve business English reading skills through discussions, communication, and other means.
《商务英语阅读》课件
将商务阅读技巧应用到实际工 作场景中，解决实际问题。
商务阅读的注意事项
掌握商务阅读中的常见错误和 注意事项，避免误解和误判。
结束语
总结商务阅读的重要性，鼓励学生多阅读商务文献，展示商务阅读的实际效果。
《商务英语阅读》PPT课 件
商务英语阅读PPT课件是为了帮助学生掌握商务阅读的基础知识和技巧，并将 其应用到实际商务场景中。本课件分为四个部分，逐步引导学生提升商务阅 读能力。
商务阅读基础
定义
商务阅读是指理解和应用商务文献的能力，包括报告、合同、信函等。
重要性
商务阅读是进阅读的应用
1
商务报告的阅读技巧
学习解读和分析商务报告，提炼关键信息，做出正确决策。
2
商务合同的阅读技巧
掌握读懂商务合同并理解其中的条款和要求的技巧。
3
商务信函的阅读技巧
学会解读商务信函，了解其中的含义和目的。
商务阅读实战
商务阅读实例分析
通过实际案例分析，深入理解 商务阅读的应用。
商务阅读的实战应用
目的和方法
商务阅读的目的是获取准确的信息，以支持决策和解决问题。方法包括快速阅读、针对性阅 读和全面理解。
商务阅读的技巧
快速阅读技巧
掌握筛选关键信息和重点内 容的技巧，提高阅读效率。
针对性阅读技巧
根据具体需求，有针对性地 阅读文献，获取所需信息。
全面理解技巧
通过分析、归纳和总结，深 入理解商务文献的内容。
商务阅读的注意事项
掌握商务阅读中的常见错误和 注意事项，避免误解和误判。
结束语
总结商务阅读的重要性，鼓励学生多阅读商务文献，展示商务阅读的实际效果。
《商务英语阅读》PPT课 件
商务英语阅读PPT课件是为了帮助学生掌握商务阅读的基础知识和技巧，并将 其应用到实际商务场景中。本课件分为四个部分，逐步引导学生提升商务阅 读能力。
商务阅读基础
定义
商务阅读是指理解和应用商务文献的能力，包括报告、合同、信函等。
重要性
商务阅读是进阅读的应用
1
商务报告的阅读技巧
学习解读和分析商务报告，提炼关键信息，做出正确决策。
2
商务合同的阅读技巧
掌握读懂商务合同并理解其中的条款和要求的技巧。
3
商务信函的阅读技巧
学会解读商务信函，了解其中的含义和目的。
商务阅读实战
商务阅读实例分析
通过实际案例分析，深入理解 商务阅读的应用。
商务阅读的实战应用
目的和方法
商务阅读的目的是获取准确的信息，以支持决策和解决问题。方法包括快速阅读、针对性阅 读和全面理解。
商务阅读的技巧
快速阅读技巧
掌握筛选关键信息和重点内 容的技巧，提高阅读效率。
针对性阅读技巧
根据具体需求，有针对性地 阅读文献，获取所需信息。
全面理解技巧
通过分析、归纳和总结，深 入理解商务文献的内容。
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英国：大海、水相关的习语，如：to spend money like water挥金如土; to rest on one’s oars暂时一歇; over head and ears灭顶之灾; over head and ears in debt负债累累；
狗：英国爱狗—a lucky dog幸运儿; 中国—人模狗样 ，狗仗人势
Business English: A Reading Course
UNIT 10
2014.11
BACKGROUND INFORMATION
I. Attitude is everything? Happiness and humor are brothers.
II. Happiness, happy. Happiness exists everywhere. Everyone has a
比喻是英语习语最重要的修辞手段，大部分习语都
是利用形象化的比喻使得语言栩栩如生。如，把车 站搬运工叫做red cap，因为干这一行的都是带红色 帽子的；把酒店侍者叫做bell boy，因为客人一按门 铃，侍者就会跑过来服务，等。
READING SKILLS:
INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING
READING SKILLS:
INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING
Business English: A Reading Course
Unit 10
成语（idioms）
习语
谚语（proverbs）
4
典故（allusion）
out of question 毫无疑问 out of the question 没问题
Business English: A Reading Course
Unit 11
B. Integrality整体性/完整性
习语作为完整的语义单位不可随意分割截取使用，应避免 望文生义或断章取义。如： to lose one’s head 惊慌失措 (不是 “失去了头” ) let the cat out of the bag
D. RHETORICITY修辞性
Business English: A Reading Course
Unit 11
习语常常利用音韵的和谐来达到朗朗上口、易懂易
记、栩栩如生的目的，许多英语习语利用头韵、尾
韵、重复等手法来增加语言的语音美感和修辞效果 。如：as busy as a bee(忙如蜜蜂), might and main(竭 尽全力), trials and tribulations(烦躁和苦恼)均为头韵 ；high and dry(孤立无援)，by hook and by crook(不 择手段)均为尾韵；step by step(逐步)，neck and neck(齐头并进)均为重复。
1. Why do people say attitude is everything? How can we look on the positive side of life?
2. Do you think women are less humorous than men? What are the advantages in learning to be funny in the workplace?
different definition to the true meaning of happiness. III. Humor
How to be humorous For women, the most important is confidence.
WARM-UP QUESTIONS
Business English: A Reading Course
习语的来源
A、文学名著
Unit 10
B、圣经故事
Unit 10
C、古希腊、罗马神话传说
Unit 10
D、民间习俗和传说
Unit 10
Make hay while the sun shines. 机不可失。
As cool as a cucumber 泰然自若。
Strike while the iron is hot. 趁热打铁。
泄密(意义与猫和袋子毫不相干) be/feel under the weather 感觉不舒服，生病 beat generation 迷惘/垮掉的一代 on the carpet（地毯） 受训斥
C. NATIONALITY/ETHNICITY民族性
Business English: A Reading Course
来自其它教材
14
俗语（colloquialisms）
习语 idioms
谚语（proverbs） 俚语（slang expressions）
Unit 11
人民大众在长期的劳动中创造出来的，与一个民族 的地理环境、历史背景、经济生活、风俗习惯、宗 教信仰以及价值观念等方面都有不可分割的联系。
一般都用较恰当的比喻，引起人们的联想，但这种 联想是由各民族的现实环境和生活经验决定的。如 形容事物迅速而大量地产生： like mushrooms (英语 ),雨后春笋(汉语)。
Unit 11
A. 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：
You can not eat your cake and have it. 两者不 可兼得。
E、民间故事
Unit 10Colu源自bus’s egg 哥伦布竖鸡蛋，喻指万事开头难。
Black Friday 黑色星期五，喻指倒霉的日子。
习语的特性
Business English: A Reading Course
狗：英国爱狗—a lucky dog幸运儿; 中国—人模狗样 ，狗仗人势
Business English: A Reading Course
UNIT 10
2014.11
BACKGROUND INFORMATION
I. Attitude is everything? Happiness and humor are brothers.
II. Happiness, happy. Happiness exists everywhere. Everyone has a
比喻是英语习语最重要的修辞手段，大部分习语都
是利用形象化的比喻使得语言栩栩如生。如，把车 站搬运工叫做red cap，因为干这一行的都是带红色 帽子的；把酒店侍者叫做bell boy，因为客人一按门 铃，侍者就会跑过来服务，等。
READING SKILLS:
INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING
READING SKILLS:
INTRODUCE THE BASIC INFORMATION ABOUT BUSINESS ENGLISH READING
Business English: A Reading Course
Unit 10
成语（idioms）
习语
谚语（proverbs）
4
典故（allusion）
out of question 毫无疑问 out of the question 没问题
Business English: A Reading Course
Unit 11
B. Integrality整体性/完整性
习语作为完整的语义单位不可随意分割截取使用，应避免 望文生义或断章取义。如： to lose one’s head 惊慌失措 (不是 “失去了头” ) let the cat out of the bag
D. RHETORICITY修辞性
Business English: A Reading Course
Unit 11
习语常常利用音韵的和谐来达到朗朗上口、易懂易
记、栩栩如生的目的，许多英语习语利用头韵、尾
韵、重复等手法来增加语言的语音美感和修辞效果 。如：as busy as a bee(忙如蜜蜂), might and main(竭 尽全力), trials and tribulations(烦躁和苦恼)均为头韵 ；high and dry(孤立无援)，by hook and by crook(不 择手段)均为尾韵；step by step(逐步)，neck and neck(齐头并进)均为重复。
1. Why do people say attitude is everything? How can we look on the positive side of life?
2. Do you think women are less humorous than men? What are the advantages in learning to be funny in the workplace?
different definition to the true meaning of happiness. III. Humor
How to be humorous For women, the most important is confidence.
WARM-UP QUESTIONS
Business English: A Reading Course
习语的来源
A、文学名著
Unit 10
B、圣经故事
Unit 10
C、古希腊、罗马神话传说
Unit 10
D、民间习俗和传说
Unit 10
Make hay while the sun shines. 机不可失。
As cool as a cucumber 泰然自若。
Strike while the iron is hot. 趁热打铁。
泄密(意义与猫和袋子毫不相干) be/feel under the weather 感觉不舒服，生病 beat generation 迷惘/垮掉的一代 on the carpet（地毯） 受训斥
C. NATIONALITY/ETHNICITY民族性
Business English: A Reading Course
来自其它教材
14
俗语（colloquialisms）
习语 idioms
谚语（proverbs） 俚语（slang expressions）
Unit 11
人民大众在长期的劳动中创造出来的，与一个民族 的地理环境、历史背景、经济生活、风俗习惯、宗 教信仰以及价值观念等方面都有不可分割的联系。
一般都用较恰当的比喻，引起人们的联想，但这种 联想是由各民族的现实环境和生活经验决定的。如 形容事物迅速而大量地产生： like mushrooms (英语 ),雨后春笋(汉语)。
Unit 11
A. 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：
You can not eat your cake and have it. 两者不 可兼得。
E、民间故事
Unit 10Colu源自bus’s egg 哥伦布竖鸡蛋，喻指万事开头难。
Black Friday 黑色星期五，喻指倒霉的日子。
习语的特性
Business English: A Reading Course