Unit 14 Package Design

1. Unit 14Package Design

2. Objectives • Talking about the relationship between appearance and content • Describing objects, animals and people. • Talking about the use of small objects in life.

3. Content arrangement • Part one—Topic discussion • Part two—Global understanding of the text • Part three—language practice

4. Part One Topic Discussion

5. 14.1 Topic Discussion • Task 1 • How to describe the appearances of objects, things and people?

6. Topic size color Appearance of objects, animals or human beings Material/ texture shape

7. Expressions of size • colossal, huge, vast, enormous, gigantic, immense, stout, chubby, plump, bulky, roly-poly, titan, mammoth, elephantine • small, miniature,diminutive, midget, tiny, teeny-weeny

8. Expressions of shape • crooked(弯曲的）, oval, undulating(波浪形的）, angular, square, round, rectangle, hooked, humped（有肉峰的）, pointed, oblong, linear, symmetrical, truncated（截平的，平头的）, bowlegged（弓形腿的）, snub-nosed（塌鼻的）, hunchbacked, curved, bulging(突出的）,…

9. Expressions of material/texture • wood, paper, plastic, fabric, silk, rayon (人造丝), batik (蜡染印花布), nylon, wool, onionskin (薄的半透明纸), cotton, tissue, parchment(羊皮纸), silky, velvety, smooth, coarse, grainy, gritty, rough

10. Prepositional phrases of appearances • like velvet, • in yellow, • on the crooked path, • With plastic, • towards obesity, • along with a snub-nose (狮子鼻)

11. Figurative language • (The con-man was) as smooth as silk, • (His ego was) colossal, • a midget in the land of titans, • crooked (smile), • serpentine-like (thinking), • shaped like an hourglass, • (He ate) like a horse, • (ran) like a snail

12. Figurative language • Task 2 • Why and when do people use similes and metaphors?” • a. Lack of vocabulary • b. Enlivening a topic • c. Drawing a picture with words • d. Avoidance of clichés

13. Part Assignment • Task 3 • Directions: Describe objects, animals and people with the expressions or phrases learned in this section.

14. Thank you for your attention!

15. Part Two Global Understanding

16. Content awareness Task 2: Probe the story • What’s the main idea of the text? • This article introduces some effective ways to motivate people to buy goods and it also presents many important factors which have a great impact on the effect of packaging. • Describe Angeli’s studio in San Francisco. • It looks like a pop art joke. • Five-foot sausage as a wall-painting; granite on stale doughnut; • Row upon row of empty boxes, bottles, cartons and tins.

17. Content awareness • Why the packaging is important according to Angeli and the author? • Seduce customers. • Grab customers’ interest • Lead to commercial success • Explain the most challenging part of packaging design. • The challenge of creating good packaging is to form an identity the buyer aspires to instead of reflecting his or her true identity.

18. Content awareness • What are the research findings made by Masten? • A product will actually taste different or be more effective because of the motivating force of the package • Packaging may seduce customers to buy almost anything because the package gives the product “added value”.

19. Content awareness • What are the rules for the use of colors in packaging design? • People react to color emotionally rather than intellectually. • Red—standout; blue—bold/soothing; golden yellow—quality; garish shade of yellow—cheap. • Kids—primary colors; the affluent—earth colors • The rules were made to be broken.

20. Content awareness • Task 3—Text structure • Directions: the text can be divided into 4 parts, now put down the paragraph numbers of each of the 4 Parts and then give its main idea.

21. Part assignment • Task 4 retelling work • Directions: based on your learning, try to retell the text. • Task 5 summary writing • Directions: based on your reading, try to write a summary of the text with no more than 200 words

22. Thank you for your attention!

23. Part Three Language work

24. Language Points • have the look of • rest on • bear up • not so much…as • transform…into • grow into • grasp the impact of … • be equal to • aspire to • rub sth. in • other than • deck out • stale • seduce • artifice • sterile • subliminal • standout • garish

25. Language Points • have the look of:look like, have the appearance of • That building has the look of an open book. • granite: 花岗岩 • as ________ as granite • 坚定的信念 __________________ hard a will of granite

26. Language Points • rest on: 1) to lean on, be supported by, • The bridge rests on stone arches. • 2) (of sight or the eyes) to be directed on, fall on • His eyes rest on the empty seats. • She rests her eyes on the baby.

27. Language Points • bear up : to stand up to, to support; to show courage or strength by continuing in spite of difficulties • 这座旧桥现在几乎支撑不起它本身的重量了 • The old bridge can hardly bear up its own weight now. • 面对这一切不幸事件, 他表现得很坚强。 • He bore up well against all these misfortunes. • 强烈的责任感使他坚持了下来 • He was borne up by a strong sense of responsibility.

28. Language Points • not so much…as:not... but rather...与其说 A 不如说 B • He is not so much a writer as a reporter. • Our success was attributed not so much to your help as to our cooperation. • I lay down not so much to sleep as to think.

29. Language Points • Seduce:1) induce to have sex; 2) to lead astray, as from the right action 3) to win over, attract, or lure • seduce sb. into doing sth. • Poetry and song seduce one into thinking love continues without interruption. • seduce sb. away from sth. • The warm weather seduce me away from my study to go for a walk.

30. Language Points • aspire: to direct one's hopes and efforts to some important aim • aspire to (after) sth. / aspire to do sth. • I'm ashamed of my ignorance, and I aspire after knowledge of science and technology.  • So if you aspire to be a good conversationalist, be an attentive listener.

31. Language Points • rub it in: to keep talking about sth. that another person wants to forget, such as past mistakes • I know it's my fault. But you don't have to rub it in. • motivate: v. to provide sb. with a strong reason for doing sth. • a hard sell: goods which are difficult to sell

32. Language Points • double: adj. having two different uses • double as: to have a second use, job or purpose as 兼作 , 兼任 • This chair doubles as a bed. • Mary is playing the role of the dancer, but also doubles as the mother.

33. language practice • Task 6 Vocabulary • Directions: fill in the blanks with the proper forms of the following words or expressions from the box. aspire seduce Motivate double stale subliminal standout bear up rub it in have the look of

34. language practice • He _____________ a man who means business. • They had nothing to eat but _______ bread. • _________（打起精神来）, our troubles will blow over in no time. • He was _______ into leaving the company by the offer of higher pay elsewhere. • Many unknown writers ________ to fame. • As I came by them, he was __________ （数落）your brother. has the look of stale Bear up seduced aspire rubbing it in

35. language practice • The participants at the meeting agreed on the fact that the spirit of entrepreneurship would ________ the staff workers to do their best for the enterprise. • In the play, Mary was playing the part of a dancer, but the director asked her to ______ as the mother. • These little eye movements may also help expose a person's __________ thoughts. • Red flags _________ brightly against e blue sky. motivate double subliminal standout

36. Assignment • How do you understand “The art of selling, all wrapped up”? • Do you believe that the package is everything? Why and why not? • Write a short essay about 300 words on the advantages and disadvantages of packaging. • Finish the exercises on page 283-293.

37. Thank you for your attention!

38. bulky man of large size for its weight Technicians pumped up their bulky white suits to make sure there were no leaks

39. Titan • Any of a family of giants, the children of Uranus and Gaea who sought to rule heaven and were overthrown and supplanted by the family of Zeus. • 泰坦：一个巨人家族的一位成员，这个家族是乌拉诺斯和盖亚的子女，他们试图统治天国，但被宙斯家族推翻并取代  • titanic 巨大的， 强大的 • Titanic

40. Roly-poly • Roly-poly: (informal) short, round and fat. • Rhyming reduplications尾韵重叠词 • Reduplication, in linguistics, is a morphological process by which the root or stem of a word, or only part of it, is repeated. • fuddy-duddy • hustle-bustle • teenie-weenie

41. mammoth • Adj. so exceedingly large or extensive as to suggest a giant or mammoth • Building the new railroad will be a mammoth job.

42. truncated • cut short in duration • My article was published in truncated form.

43. bowlegged • Adj. have legs that curve outward at the knees