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Book 3

Unit 3. Book 3. Experiencing English. Liuyingchun. Unit 3. Famous Brand Names. Title. unit 3. I .Introduction II . Text III . Language Points IV . Exercises. II Passage A Bathtub Battleships from Ivorydale

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Book 3

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  1. Unit3 Book 3 Experiencing English Liuyingchun

  2. Unit3 Famous Brand Names Title

  3. unit 3 I.Introduction II. Text III. Language Points IV. Exercises

  4. II Passage A Bathtub Battleships from Ivorydale American mothers have long believed that when it comes to washing out the mouths of naughty (1)children, nothing beats Ivory Soap (a registered trademark of the Proctor & Gamble Company). This is because its reputation for being safe, mild, (2) and

  5. Unit 3 pure is as solid and spotless(3) as the marble of the Lincoln Memorial. It doesn’t even taste all that bad. And should you drop it into a tubful of cloudy, child - colored water, not to worry --- it floats. Ivory Soap is an American institution, about as wildly recognized as the Washington Monument and far more well respected than Congress. It had already attained this noble

  6. Unit 3 status (4) when Theodore Roosevelt was still a rough- riding cowboy in North Dakota. Introduced in 1879 as an inexpensive white soap intended to rival (5)the quality of imported(6) soaps, it was mass marketed by means of (7)one of the first nationwide advertising campaigns. People were told that Ivory was “so pure that it floats,” and the notion(8)

  7. took hold. As a result,(9)at least half a dozen generations of Americans have gotten themselves clean with Ivory. So many hands, faces, and baby bottoms have been washed with Ivory that their numbers Beat the imagination. Not even Proctor & Gamble knows how many billions of bars(10) of Ivory have been sold. The company keeps a precise count,

  8. however., of the billions of dollars it earns. Annual sales of Ivory Soap, Ivory Snow, Crest toothpaste, Folger’s coffee, and the hundreds of other products now marketed under the Proctor& Gamble umbrella exceed (11) thirty billion dollars. The company has grown a bit since it was founded in 1837 in Cincinnati, Ohio, by a pair of immigrants named William Proctor and James Gamble, each of whom pledged $3596.47to the enterprise. For decades Proctor & Gamble

  9. manufactured (12) candles and soap in relatively modest(13) quantities. It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War. The company’s big break came with the introduction of its floating soap and the realization that an elaborate (14) advertising campaign could turn a simple, though high- quality, Product into a phenomenon. (15)

  10. The soap’s brand name was lifted from “ out of ivory palaces,” a phrase found in the Bible. So successful was this new product and the marketing effort that placed it in the hands of nearly every American that the company soon built an enormous new factory in a place called Ivorydale. Proctor & Gamble never forgot the advertising lessons it learned with Ivory. For instance, it was among the first

  11. manufacturers to use radio to reach consumers nationwide. In 1933 Proctor & Gamble’s Oxydol soap powder sponsored (16)a radio serial called Ma Perkins, and daytime dramas were forever after known as “ soap operas.” Over the years the company added dozens of new product lines such as Prell shampoo, Duncan Hines cake mixes, and the ever- present Tide, “new and

  12. improved” many a time. To this day, however, Ivory Soap remains a Proctor & Gamble backbone product. Ivory remains a favorite among consumers, too, and no wonder. With a bar of Ivory Soap in your hand, you are holding a chunk of American history. If you like, you can even wash your hands and face with it and be assured (17) that it is “ninety- nine and forty- four – one – hundredths percent pure.” And it floats.

  13. The latter (18) quality of Ivory Soap is especially attributive to children. Generations of little boys armed with toothpicks, miniature (19) flags, or leftover parts from model ships--- there are always a few--- have converted bars of Ivory Soap into bathtub battleships. A note of warning for any small boys who may be reading this: mothers tend to frown on (20) the practice.

  14. III. Language points (1).naughty: adj.(esp. of children) behaving badly and not being obedient; (of behavior) bad eg. A~ boy; It was rather ~ of you to deceive the tax inspector. (2).mild: adj. gentle, not violent eg. She can’t accept even ~ criticism of her work. (3). spotless: adj. extremely clean eg. a ~ reputation; (4).status: n. 1) high social position; recognition and respect by

  15. others 2) one’s legal position, or condition (5).rival: v. equal; to be as good as or reach the same standard as eg. No computer can ~a human brain. (6).import: v. to buy or bring in from another country eg. After entering into WTO, China will ~more agricultural products. (7).by means of: by using, through eg.The foreigner tried to make himself understood ~body language.

  16. (8).notion: n. an idea, belief, or opinion; concept eg. Some conservatives reject the ~ that reform is now inevitable. (9).as a result: consequently, therefore, thus eg. Sales dropped. ~ , profits declined. (10). bar: n. 1).a piece of solid material that is longer than it is wide eg. What’s your favorite chocolate ~? 2). (a place with)a counter where drinks, especially alcoholic drinks are served eg. Most ~s in the hotels serve not only drinks but also light meals

  17. (11).exceed: v. to be greater than eg. The budget of the research project ~s $700 million a year. (12).Manufacture: v. to make or produce in large quantities, esp. using machines eg. TV sets ~d in China are competitive abroad in price and quality. (13).modest: adj. not large in quantity, size, value, etc. eg. They live in a fairly ~ house, considering their wealth. (14).elaborate : adj. carefully worked out eg. The company offers an ~ training scheme for new

  18. employees. (15).phenomenon: n. a remarkable or unusual person, thing, event, etc. eg. A child who could play the piano at the age of two would indeed be a ~. (16).sponsor: v. to support an activity by paying for its expenses eg. The contest was ~ed by an auto manufacturer. (17).assure: v. to give confidence, to convince eg. We would like to ~ our customers of the best possible service.

  19. (18).Latter: adj. the second (of two people or things just mentioned) eg. There are plastic and steel chairs but the ~ are much heavier. (19).miniature: adj. very small eg. The ~ furniture matches the room. (20).Frown on /upon: to disapprove of eg. Every teacher would ~ cheating in examinations.

  20. Unit 3 A famous brand: crest

  21. I. Introduction: The passage traces the history of Ivory Soap, first produced in 1879, and discusses the slogans which were used to promote it. These slogans, particularly the idea that the soap is so pure that it floats, proved so successful that they are still used today. The passage also examines the development of P&G itself, from a small-scale operation founded by two immigrants to a multinational empire of today. At the same time we also learn about the origin of the expression “soap opera”, in itself another modern global phenomenon. Proctor and gamble was founded by William Proctor and James Gamble in 1837.

  22. Unit 3 The source of “soap operas”: “Soap operas” In 1933, Proctor & Gamble’s Oxydol soap powder sponsored a radio serial called Ma Prekins, and daytime dramas were forever after known as “soap operas.”

  23. IV. Exercises 4. Fill in the blanks with the words given below. Make changes where necessary. 1).I don’t think that the amount of studying you did in high school would be sufficient for you to __________good marks in university. 2). Because of the impact of poor sales in other Asian countries, there has been _____ decrease in house sales in China this year. 3). Some young people find computer games so attain modest

  24. ___________ that they can hardly pull themselves away to tend to other matters. 4). The victim was able to give __________ description of the drunken driver, which was rather helpful to the police. 5). Some non-governmental organizations are planning public _______________to awaken people to the problem of noise pollution. 6). The cost of producing a tube of toothpaste is about 3 yuan, so we will __________it at 5.50 yuan to attractive precise campaign market

  25. Unit 3 to ensure our profits. 7). Mike is now the director of a factory which __________________canned food. 8).Plenty of football and basketball clubs are eager to _________ young athletes if they show great promise. 9). The sweaters are made of wool _______________ from Australia. 10). According to a recent survey, youths are beginning to have a lot of influence on the manufactures sponsor imported

  26. Unit 3 a lot of influence on the products and ________ their parents choose. brands The important products made in P &G: 1.Ivory Soap 2.Crest toothpaste 3.Folger’s coffee 4.Tide Detergent 5.Prell Shampoo 6.safeguard

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