新职业英语2Unit5

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ReadTnirsa-ng A 1
哈根达斯
哈根达斯是由来自纽约布朗克斯区的波兰移民鲁 本·马特斯和露丝·马特斯于1961年创办的一个冰 淇淋品牌。他们的第一家零售店于1976年在纽约布 鲁克林区开张，一开始时只销售香草、巧克力和咖啡 三种口味的冰淇淋。随后，哈根达斯开始在美国以及 其他54个国家出售特许经销权。它生产冰淇淋、雪 糕、冰淇淋蛋糕、果味冰淇淋以及冰冻酸奶。
Tran: 他购买了热狗专营权。
He has bought a hot dog franchise .
Reading A
dense a. containing a lot of things, people, plants, etc. in a small area
e.g. Traffic slowed down because of the dense fog. e.g. There was a dense crowd waiting to see the pop star.
Traห้องสมุดไป่ตู้:我们在茂盛的树林中艰难前行。
We fought our way through dense forest.
ReadTexitng A A-4
Their daughter Doris Hurley told PBS documentary An Ice Cream Show (1999) that her father Reuben Mattus sat at the kitchen table for hours saying meaningless words until he came up with a combination he liked. He chose this method so that the name would be completely unique and original.
v. to give or sell a franchise to someone
e.g. a franchise holder. a franchise agreement e.g. He is starting the first school himself, but subsequent
ones will be franchised to use the new method.
ReaTexdt A-ing A 5
The philosophy of Häagen-Dazs is simple: find the purest and finest ingredients in the world and put them in the best ice cream, sorbet, and frozen yogurt available. It is a way of doing business that is as demanding as it is uncommon. And it is the reason why the brand has represented fine ice cream for half a century. Since the beginning, Häagen-Dazs has sought to innovate and bring new frozen dessert experiences to its customers, including distinctive flavors such as Vanilla Swiss Almond, Butter Pecan and Dulce de Leche to name just a few. Häagen-Dazs was also the first to introduce the world to ice cream bars for a grown-up taste, with the introduction of the Häagen-Dazs ice cream bars in 1986. Other super premium innovations followed, with Frozen Yogurt in 1991 and Sorbet in 1993.
Wa rm2
Ford, McDonald’s Sony, Google HSBC, KFC Pizza Hut Nike Clean & Clear Häagen-Dazs
ReadRngeiaAdni g A
Text Task 1 Task 2 Business Know-how
ReadT1exitnA-g A
ReaTdextiAn-2 g A
The ice cream now comes in many different flavors and is a “super-premium” brand, meaning it is quite dense (very little air is mixed in during manufacture), uses only egg yolks, and has a high butterfat content. Häagen-Dazs is also meant to be kept at a temperature that is substantially lower than most ice creams in order to keep its intended firmness. It is sold both in grocery stores and in dedicated retail outlets.
新职业英语
Unit 5
1
Warming-up
2
Reading A
3
Reading B
4 Listening & Speaking
5
Writing Contents
6
Mini-project
7
Language Lab
78
ELnantegrutaignemLeanbt
Wa rm1
Task
Work in pairs. In the table there are some commonly used methods to name a company or brand. Examples of some famous companies or brands are listed below. Discuss with your partner and match the examples with the corresponding methods.
Häagen-Dazs
Häagen-Dazs is a brand of ice cream, established by Polish immigrants Reuben and Rose Mattus in the Bronx, New York in 1961. Starting with only three flavors: vanilla, chocolate and coffee, the company opened its first retail store in Brooklyn, New York in 1976. Häagen-Dazs then offered franchises throughout the United States and 54 other countries around the world. Häagen-Dazs produces ice cream, ice cream bars, ice cream cakes, sorbet and frozen yogurt.
ReadTexitng A A-3
The name of Häagen-Dazs does not derive from any of the North Germanic languages; it is simply two made-up words meant to look Scandinavian to American eyes (the “äa” and “zs” are not a part of any native words in any of the Scandinavian languages). This is known in the marketing industry as foreign branding. Mattus thought that Denmark was known for its dairy products and had a positive image in the US. He included an outline map of Denmark on early labels, as well as the name of Copenhagen.
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ReadTnirsa-ng A 4
他们的女儿多丽丝·赫利在美国公共广播公司 的纪录片《冰淇淋博览》（1999）中曾讲述道， 父亲鲁本·马特斯在餐桌前坐了好几个小时，嘴里 念叨着一些无意义的单词，直到想出这个他喜欢的 组合。他采取这种方式为的是能使名字完全原创， 独一无二。
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ReaT5dranis-ng A
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ReadTs-r3aning A
哈根达斯的名字并非来源于北日耳曼语；它仅仅是 两个自创的单词，为的是让美国人觉得它像斯堪的纳 维亚语（其中的“äa”和“zs”并非任何斯堪的纳维 亚语单词中的字母组合）。这在销售行业中被称为品 牌异国化。马特斯认为丹麦的乳制品非常出名，并且 在美国有一个正面的形象。于是他将丹麦地图以及哥 本哈根的名字放在了早期的商标上。
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ReaT6dranis-ng A
时至今日，哈根达斯仍致力于开发顶级的冰冻甜 点全新体验，每年都推出不同的新口味。