Unit 11(商务英语阅读教程1)ppt课件

Unit11TextA:Succeedingasa“Green”Business.Warm-upquestions1.Whatisenvironmentalprotectionaccordingtoyourunderstanding?2.Whatshouldacompanydotoprotecttheenvironment?3.Whatapproachescanacompanyadoptinordertobeanenvironmentallyfriendlycompany?.BackgroundInformationEnvironmentalprotectionisapracticeofprotectingthenaturalenvironmentonindividual,organizationalorgovernmentallevels,forthebenefitofboththenaturalenvironmentandhumans.Duetothepressuresofpopulationandtechnology,thebiophysicalenvironmentisbeingdegraded,sometimespermanently.Thishasbeenrecognized,andgovernmentshavebegunplacingrestraintsonactivitiesthatcauseenvironmentaldegradation.Sincethe1960s,activityofenvironmentalmovementshascreatedawarenessofthevariousenvironmentalissues.Thereisnoagreementontheextentoftheenvironmentalimpactofhumanactivity,andprotectionmeasuresareoccasionallycriticized..ApproachestoenvironmentalprotectionVoluntaryenvironmentalagreementsEcosystemsapproachInternationalenvironmentalagreements.ReadingSkills:IdiomThefeaturesofidiom:1.Fixness2.Wholeness3.Characterofnationality4.Rythoricalfeature.TextAnalysisQuestions1.Whatis“Greenwashing”accordingtothetext?2.Whydoesthereexistthewidespreadcondemnationofcorporationsthatstandupandshoutabouttheirgreenefforts?3.Whoarethe“Greeen”leadersmentionedinthetext?4.Whatareimportanttotheconsumers?5.Howcanwecrossthegapbetweenhowpeopleliketheideaofsustainabilityandhowmanytheywillpickthe“green”productorserviceoverthecheaper,yetnotsoeco-friendlyone?.NotesontheText1.Increasingnumbersofbusinesses,bothsmallandlarge,arejumpingonthe"greenbandwagon".→越来越多的企业，无论规模大小，都正一窝蜂地涌向“绿色浪潮”。jumpon：扑向，猛扑，此处"jumponthebandwagons为“紧跟潮流，随大流”，也可用climbonthebandwagone.g.Weinsteinisjustoneofamushroomingnumberofinternetuserswhoarejumpingonthebloggingbandwagon,publishingonlinejournalstowriteabouttopicsthatinterestthem.→雨后春笋般涌现的互联网用户正在一窝蜂地涌向博客，他们发布网络日志来写他们感兴趣的话题，温斯坦只是其中之一。e.g.Manyfemaleteenagersjumponthebandwagonbydressinginblac→许多年轻女孩踉随时尚，穿黑色衣服。.2.Greenwashing：绿色粉饰，指公司为树立支持环保的虚假形象而做的公关活动、捐赠等。3.Oilgiant,Shell，hascomeunderahugeamountoffirelatelyforusingtheirsponsorshipofBritain’smostprestigiouswildlifephotographyexhibitionto“greenwash”theirenvironmentalcredentials.→石油巨头壳牌石油公司最近己经受到了强烈的抨击。原因在于他们通过赞助英国最负盛名的野生动物摄影展来“粉饰”自己的环保认证。comeunderfire：本意为“道到枪击＂，此处意为“受到言辞攻击＂。如：Thegovernmenthascomeunderfireforitsdecisiontoclosethemines．→由于决定关闭矿山，政府受到了抨击。.4.Publicrelationscanhelpherebutitisvitalthatanycompaniesare"walkingthewalk"beforetheyconductanysortofPRcampaign．→公共关系可以在这方面起作用，但至关重要的是，任何公司在开展公关活动之前，都要把所说的付诸实施。walkthewalk：用行动来显示某事物的真实性、实在性，即“说到做到”。英语中常用talkthetalk,walkthewalk表示“说是说，做是做”的意思。如：Don'ttalkthetalk,walkthewalk.别光说不练。5.However,theremaybeagapbetweenhowmanyofthemliketheideaofsustainabilityandhowmanywillpickthe"green"productorserviceoverthecheaper,yetnotsoeco-friendlyone,eachandeverytime．→然而，有多少人赞成可持续发展的理念，又有多少人每一次都能选择一种“绿色”的产品或服务而放弃更便宜却不那么环保的商品或服务呢？两者之间可能有差距。.6.Bio-mimicry,adesigndisciplinethattakesnature'sbestideasandturnsthemintodesignsandprocessestoachievethis．→仿生模拟是一种采纳自然界最好的方式，然后模仿并应用于 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 和程序，解决可持续发展难题的设计准则。它是实现可持续发展的好办法。7.Althoughafairlynewconcept,afewbusinessesarealreadyembracingthisfreshnewapproach,ascanbeseeninthiswonderfulceilingfan,inspiredbyafallingsycamoreseed．→尽管还是一个相当新的理念，一些公司已经接受了这个新方法。受梧桐树上落下的种子的启发而设计的这款奇妙的吊扇体现了这一设计理念。.Translation1.公众2.营销活动3.执行董事4.第三方认可5.大多数企业家，无论是否倡导环保，都希望通过使公司更具可持续性来吸引更多的顾客，最终增加利润。6.有些企业主要通过营销手段使受众相信它们是环境友好型的企业，而实际上并没有做很多使其有别于其他企业的实事。“绿色粉饰”就是用来描述这一类企图的。7.尽管滥用脆弱的环境具有潜在的灾难性后果，许多公司在涉及环保问题时还是不愿去做领路先锋。8.虽然充斥着那么多通常由记者和官方数据编制的令人费解的信息，消费者却在苦恼，向人寻求他们需要的信息和答案。.Homework1.Whatis“biomimicry”?Pleaserelatethedefinitionwithaspecificexample.2.Findanexampleofeco-friendlycompanyandpreparetogiveapresentationinclass.3.ReadTextB.TextB:TheWellnessBoomStructurePartI:Helpingconsumerstoleadhealthylifestylesisbecomingabigbusiness.1.CaseofCanyonRanch2.Competitivenessofthewellnessindustry3.CaseofRevolutionPartII:Doingwellbyhelpingyoufeelgood:1.Thereasonsfortheriseofthewellnessindustry2.Thedifficultiesmanywellnessfirmsfacing.Questions1.Whatisthenewstyleinthewellnessindustry?2.Howfiercethecompetitionisinthenewworldofwellness?3.Whatisoneoftherootsoftoday'shealth-carecrisisinAmerica?4.Whatarethereasonsbehindtheriseofthewellnessindustry?5.HowdoesCanyonRanchattempttosolvethedifficultiesmentioninthelastbutoneparagraph?.NotesontheText1.TodayCanyonRanchisarguablythepremiumhealth-spabrandofchoiceforthesuper-rich.→如今，“峡谷牧场”可以说是超级富豪对优质健康温泉的首选。arguably在句中不是“有争议地＂的意思，而是“可能，大概＂的意思。如：Penicillinisarguablythegreatestmedicaldiscoveryofthelastcentury.青霉素大概是上个世纪医学上最伟大的发现。premium：在这句话中是“优质的，高级的”的意思，而在本文另一句话中（In-surerssuchasWellPointandBritain'sPruHealtharerewardingpeoplewhotakepartinhealth-improvementprogrammeswithlowerpremiumsorbiggerdeductibles.),premium的意思是“保险费”。.2.Thereisanewmarketcategorycalledwellnesslifestyle,andinawholerangeofindustries,ifyouarenotaddressingthatcategoryyouaregoingtofinditincreasinglyhardtostayinbusiness."enthusesKevinKelly,CanyonRanch'spresident.→“如今市场出现了一个新领域，被称为健康生活方式。就所有产业而言，假如你置此领域于不顾，你就会发现想在商业中立足会越来越难。”“峡谷牧场”总裁凯文·凯利热情洋溢地说。.3.Anotherwillbetomaintaincredibilityin(andfor)anindustrythatcombinesserioussciencewithsnakeoil．→另一个困难是维持一个把严肃的科学和万灵药相结合的产业的信用度。snakeoil：常用于口语中，是指江湖郎中声称可治疗风湿、感冒、秃发等疾病而无科学依据的蛇油或万灵药。.4.Easyfixes,suchasnew-agetherapies,mayappealtothemmorethanharderbutprovenwaystoimprovehealth．→相比那些操作难度大但已经证实能有效改善健康的方法，诸如新时代治疗术那样简便易行的方法，对他们更有吸引力。.Translation1.由于越来越多的消费者讲求整体健康，因此那些至今仍然局限于以上一两个领域的公司正面临需要拓宽其业务领域且日益增大的市场压力。2.他正向数个领域发起冲击，主要是通过购买具有大理念和行得通的商业模式的小公司的控股权并帮助他们加快发展来进行。3.凯斯先生认为当今保健危机的一个根源就是预防和治疗没有很好地结合起来，在美国尤其如此。.Homework1.SummarizethemainideaofthetheSupplementaryReadingonP140withnomorethan50words.2.FinishPartVTestYourselfonP141.