高级综合商务英语unit 4

Lead-in
• Are you using a smart phone, such as the iPhone or the Samsung Galaxy? • What applications do you use most often?
• Do you think the using of smart phone has changed your life style?
Unit Four
Information Technology
1. Lead-in 2. Text A: Silicon Valley Visionary Who Put Apple on Top 3. Text B: Nokia at the Crossroads: Blazing Platforms
Part II
Questions about Part II
Q1. In many critics eyes, what special talent did Steven Jobs have (Para. 4)?
He has the ability to turn technologies into perfect products and convince people to buy IT gadgets that they even have no idea they needed.
Part I
Words and Expressions
sideline (Line 1, Para.2) v. remove from the center of activity or attention 使靠边，使降格，不重视 example:
• He was under pressure to resign and was about to be sidelined.. • What they fear is that environment policy will be sidelined until it is too late.
Part I
Questions about Part来自百度文库I
Q1. Why had the comeback of Steve Jobs stirred up such an excitement?
This was not the first time of comeback for him to Apple. Little more than a decade earlier, he made his first comeback and turned Apple from going bankruptcy to an enormous successful company. Therefore his recovery and comeback were highly anticipated.
Part I
Words and Expressions
cap (Line 2, Para.1) v. lie at the top of… example:
• He capped his friend’s story with an even more exciting one. • She capped her rage when she heard her husband’s cheating on her.
Lead-in
Discussion:
What are the pros and cons of using smart phones?
Structural Analysis
Para.
Main Topics
A brief introduction of the coming back of Steve Jobs after his temporary leave of the company because of the illness. An exploration of the art of Steve Jobs to turn technology into elegant consuming products and the success Apple is enjoying now. downs before returning to Apple in 1997.
Part II
Sentence Interpretation
A rebuttal of Francis Scott Fitzgerald’s much-quoted aphorism that there are no second acts in American life does not come more decisively than this. (Line 1, Para. 6)
Part I
Words and Expressions
write off (Line 6, Para.2)
to decide something is unimportant or useless and they are not worth further serious attention
摒弃
…his pioneering role at the beginning stage of personal computer industry, and the company’s listing in the stock market…made him a big iconic figure in the tech industry.
Part II
Sentence Interpretation
of all the fingers that Apple has poked into Microsoft’s eyes over the years, none can have rankled as much as the early success of the iPad. (Line 1, Para. 8) Of all the challenges that Apple has raised against Microsoft and of all the successes that Apple enjoyed during the competition with Microsoft, the early success of the iPad is the bitterest for Microsoft to accept.
Part II
Sentence Interpretation
…he has secured his place in the foremost ranks of the West Coast tech titans …. (Line 1, Para. 7)
Undoubtedly, he is regarded as one of the leading figures of West Coast IT giants …
Part I
Words and Expressions
wash up (Line 5, Para.2) wear out completely 耗尽，结束
example:
• I hardly believe the fact that their relationship has been washed up.
whip up (Line 2, Para 3) deliberately cause and encourage people to feel a certain emotion 煽动, 激起
example:
• …to whip up enthusiasm • He accused politicians of whipping up anti-foreign sentiments in order to win right-wing votes.
Part I
Sentence Interpretation
…both Mr. Jobs’ career and Apple,…were widely considered washed up, their relevance to the future of technology written off both in Silicon Valley and on Wall street. (Line 4, Para. 2)
example:
• He is fed up with people writing him off because of his age. • His critics write him off as too cautious to succeed.
Part I
Words and Expressions
Part II
Sentence Interpretation
…, his formative role in popularizing the personal computer, and Apple’s initial pubic offering on Wall Street … made him the tech industry’s first rock star. (Line 4, Para. 6)
Para. 1-3
Para. 4-12
Para. 13-16 A brief recall of Steve’s early life and his ups and
Para. 17-28 A discussion of the reasons that make Steve Jobs
and the Apple a daunting success for rivals to compete.
Part I
Words and Expressions
emaciated (line. 2, para.2) adj. extremely thin and weak because of illness or lack of food 骨瘦如柴的
example:
• ...horrific television pictures of emaciated prisoners. • The animals had lost weight noticeably, becoming lean, almost emaciated.
Part II
Questions about Part II
Q2. How did Apple now rule its new kingdom? (Para. 10-11)
By deciding which apps are available in its online store, and setting the rules for how those apps are developed, Apple now ruled its new kingdom.
Famous writer F.S Fitzgerald once said there are no second acts in American life and it was agreed by many people. However, the life experience of Steve Jobs is a perfect example to show that the statement is not true.
Both his career and the company he founded were widely considered to have come to an end, and he would have nothing to do with high-tech in the future in the eyes of silicon valley entrepreneurs and the Wall Street investors.
Part I
Sentence Interpretation
the level of anticipation whipped up in advance of the January event was unusual …. (Line 1, Para. 3)
The level of excitement for expecting his return was extraordinary, which had already become heated before he stepped onto the stage in January.