新编剑桥商务英语unit_9
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these smells ▪ Synonyms for the word smell ❖Text study ▪ title
句子翻译：A-G
❖A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-theway ice cream shop ▪ 在那里，锥形华夫卷筒的香气弥漫在空气中， 使游客的脚步不由自主的走向一家地点偏僻的 冰激凌店
❖Fragrance as a marketing tool ▪ Sony ▪ Doubletree Hotel ▪ Proctor and Gamble
❖Para 3 ❖Custom 定制的 ❖Quadruple 成为四倍的 ❖Para 4 ❖Liquid aroma 芳香剂 ❖ Cartridge芯式容器，套筒 ❖ Dial调节控制器 ❖Refill 重新装满 ❖Out-of-the-way 偏僻的，不为人知的
Reading: What’s that smell?
1. What is your favorite brand of …? • coffee? • soap? • clothes? Tell your partner and explain why you choose that particular brand. Is your choice product or service because of its smell?
❖Underline any smell ▪ Sugar and butter带有黄油味道的香甜气息 ▪ Vanilla and mandarin香草-柑橘味 ▪ White tea ▪ Lavender ▪ cherry
❖Examples of how companies have used these smells ▪ Para 2:in stores to put customers in the mood for buying (Sony) ▪ Attract the customers to displays (P&G) ▪ Para5: make shoppers wait longer ▪ Visit an out-of-the-way ice cream shop (Hard Rock Hotel) ▪ Create the perception that the product is good ▪ Mobil phone keypad (LG) ▪ On billboards (L,Oreal)
Module 9
Contents
❖9.1 branding ❖9.2 getting through
9.1 Branding
1 Reading: What’s that smell? 2 Speaking: Discussing branding 3 Grammar: Relative clauses 4 Reading: Chinese luxury obsession
▪ 走在前台四周的人会闻到芬芳空气公司生产的巧克力碎 饼香味
Language points
❖What is that smell? ▪ 那是什么味道？ ▪ 闻香而动 ▪ 香气与品牌
Para 1
▪ Van Epps 范艾普
• Bree .Van De Camp _<desperate housewhife> • 布里范德坎普
Para 2
❖ Jingle广告歌 ❖ In the mood ❖ Vanilla and mandarin香草-柑橘味
▪ Mandarin Language 普通话 ▪ Mandarin duck 鸳鸯 ▪ Mandarin Orange橘子 ❖ Get a whiff of… ❖ What is better than having a brand people want to use because of fragrance? ▪ 还有什么比用香味增加品牌吸引力更为巧妙的方法呢？
2. Read the following article and write in the correct letter, A-G, for the missing phrases.
Reading
❖ Translation ❖Scan the text
▪ Complete the article with the phrases ▪ Underline any smell ▪ Examples of how companies have used
❖ E. when it began twelve years ago
❖ F. why so many companies are now associating brands with a scent
▪ 为什么现在有如此多的公司热衷于将品牌与某种香气联 系
❖ G. who walk 百度文库round reception will get a whiff of a chocolate chip cookie
❖Para 6
▪ Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good.
▪ 气味对于购买欲望的影响比所有其他影响因素 结合起来影响都打。一个产品如果闻起来舒服 ，人们就会认为他是好产品
❖B. that his grandmother used to make ❖C. which typically includes more than
six smells
❖ D. whose recently-introduced cell phone keypad was lavender-scented ▪ 它最近推出的手机键盘散发出薰衣草香味
❖Briefcase 手提箱 ❖Take …off将…取走 ❖Strip 条状物， paper strip 纸条 ❖Smell of…
▪ Sugar and butter 带有黄油味道的香甜气息 ❖ Fragrance芳香，花香 ❖ScentAir 芬芳空气
▪ The scent of a woman ❖Brand identity 品牌识别
句子翻译：A-G
❖A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-theway ice cream shop ▪ 在那里，锥形华夫卷筒的香气弥漫在空气中， 使游客的脚步不由自主的走向一家地点偏僻的 冰激凌店
❖Fragrance as a marketing tool ▪ Sony ▪ Doubletree Hotel ▪ Proctor and Gamble
❖Para 3 ❖Custom 定制的 ❖Quadruple 成为四倍的 ❖Para 4 ❖Liquid aroma 芳香剂 ❖ Cartridge芯式容器，套筒 ❖ Dial调节控制器 ❖Refill 重新装满 ❖Out-of-the-way 偏僻的，不为人知的
Reading: What’s that smell?
1. What is your favorite brand of …? • coffee? • soap? • clothes? Tell your partner and explain why you choose that particular brand. Is your choice product or service because of its smell?
❖Underline any smell ▪ Sugar and butter带有黄油味道的香甜气息 ▪ Vanilla and mandarin香草-柑橘味 ▪ White tea ▪ Lavender ▪ cherry
❖Examples of how companies have used these smells ▪ Para 2:in stores to put customers in the mood for buying (Sony) ▪ Attract the customers to displays (P&G) ▪ Para5: make shoppers wait longer ▪ Visit an out-of-the-way ice cream shop (Hard Rock Hotel) ▪ Create the perception that the product is good ▪ Mobil phone keypad (LG) ▪ On billboards (L,Oreal)
Module 9
Contents
❖9.1 branding ❖9.2 getting through
9.1 Branding
1 Reading: What’s that smell? 2 Speaking: Discussing branding 3 Grammar: Relative clauses 4 Reading: Chinese luxury obsession
▪ 走在前台四周的人会闻到芬芳空气公司生产的巧克力碎 饼香味
Language points
❖What is that smell? ▪ 那是什么味道？ ▪ 闻香而动 ▪ 香气与品牌
Para 1
▪ Van Epps 范艾普
• Bree .Van De Camp _<desperate housewhife> • 布里范德坎普
Para 2
❖ Jingle广告歌 ❖ In the mood ❖ Vanilla and mandarin香草-柑橘味
▪ Mandarin Language 普通话 ▪ Mandarin duck 鸳鸯 ▪ Mandarin Orange橘子 ❖ Get a whiff of… ❖ What is better than having a brand people want to use because of fragrance? ▪ 还有什么比用香味增加品牌吸引力更为巧妙的方法呢？
2. Read the following article and write in the correct letter, A-G, for the missing phrases.
Reading
❖ Translation ❖Scan the text
▪ Complete the article with the phrases ▪ Underline any smell ▪ Examples of how companies have used
❖ E. when it began twelve years ago
❖ F. why so many companies are now associating brands with a scent
▪ 为什么现在有如此多的公司热衷于将品牌与某种香气联 系
❖ G. who walk 百度文库round reception will get a whiff of a chocolate chip cookie
❖Para 6
▪ Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good.
▪ 气味对于购买欲望的影响比所有其他影响因素 结合起来影响都打。一个产品如果闻起来舒服 ，人们就会认为他是好产品
❖B. that his grandmother used to make ❖C. which typically includes more than
six smells
❖ D. whose recently-introduced cell phone keypad was lavender-scented ▪ 它最近推出的手机键盘散发出薰衣草香味
❖Briefcase 手提箱 ❖Take …off将…取走 ❖Strip 条状物， paper strip 纸条 ❖Smell of…
▪ Sugar and butter 带有黄油味道的香甜气息 ❖ Fragrance芳香，花香 ❖ScentAir 芬芳空气
▪ The scent of a woman ❖Brand identity 品牌识别