新职业英语2_Unit5

营零售店里都有销售。
Reading A
ATran s-3
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。
Reading A
ATrans2
今天哈根达斯冰淇淋口味有多种，是一个顶级 品牌。哈根达斯品牌代表着其冰淇淋非常醇厚（在 制作过程中几乎没有空气混入），制作时仅使用蛋 黄，并且乳脂含量很高。这同时也意味着哈根达斯
冰淇淋的存放温度要比大多数品牌低很多，为的就
是保持冰淇淋的硬度。哈根达斯产品在杂货店和专
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.
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.
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.
Reading A
ATrans6
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。
Reading A
flavor n. a particular taste of a food or drink
e.g. You may choose from six popular
flavors. e.g. I don’t like the flavor of onion.
ATrans5
哈根达斯的理念非常简单：以世界上最纯最好的原料 制作出最佳的冰淇淋、果味冰淇淋和冰冻酸奶。这种经营 方式不寻常，同时要求也很苛刻，这也是该品牌半个世纪 以来都能作为上等冰淇淋代表的原因。从一开始，哈根达 斯就设法革新并且带给顾客全新的冰冻甜点的体验，它有 一些非常有特色的口味：瑞士香草杏仁、奶油胡桃、牛奶 太妃，诸如此类。哈根达斯还于 1986年推出了哈根达斯雪 糕系列，首次在全世界推出成人口味雪糕。其他顶级产品 的创新随之而来，包括1991年推出的冰冻酸奶和 1993年推 出的果味冰淇淋。
Wa rm2
Ford, McDonald’s Sony, Google HSBC, KFC Pizza Hut Nike Clean & Clear Hä agen-Dazs
Readi Reading A ng A
Text Task 1
Task 2
Business Know-how
1 Reading A Text A-
Reading A
ATran s-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. Tran:我们在茂盛的树林中艰难前行。
Text AReading 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.
Häagen-Dazs
Häagen-Dazs is a brand of ice cream, established by Polish Starting with only three flavors: vanilla, chocolate and coffee, the Häagen-Dazs then offered franchises throughout the United States
immigrants Reuben and Rose Mattus in the Bronx, New York in 1961.
company opened its first retail store in Brooklyn, New York in 1976.
and 54 other countries around the world. Häagen-Dazs produces ice
cream, ice cream bars, ice cream cakes, sorbet and frozen yogurt.
Text A-2 Reading 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
Text Reading 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.
We fought our way through dense forest.
Text AReading A 6
To this day, Häagen-Dazs remains committed to
developing exceptional new super premium frozen dessert
experiences, releasing new flavors every year.
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.
新职业英语
Unit 5
1
Warming-up Reading A Reading B Listening & Speaking
5 6 7
Writing
Contents
2 3 4
Mini-project Language Lab Entertainment Language Lab
7 8
Wa rm1
Text Reading 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).
Tran: 这种面包有各种口味。
This bread has plenty of flavors.
Reading A
franchise n. permission given by a company to someone who wants to sell
its goods or services v. to give or sell a franchise to someone
ຫໍສະໝຸດ Baidu
Reading A
ATran s-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。
Reading A