新职业英语2Unit5

Unit5BrandUnit5新职业英语Unit5BrandContentsBackNextHomeListening&Speaking4Warming-up1ReadingA2ReadingB3LanguageLab7LanguageLab7Writing5Mini-project6LanguageLab7Entertainment8Unit5BrandWarm-1Warming-upBackNextHomeTaskWorkinpairs.Inthetabletherearesomecommonlyusedmethodstonameacompanyorbrand.Examplesofsomefamouscompaniesorbrandsarelistedbelow.Discusswithyourpartnerandmatchtheexampleswiththecorrespondingmethods.Unit5BrandWarm-2Warming-upBackNextHomeFord,McDonald’sSony,GoogleHSBC,KFCPizzaHutNikeClean&ClearHäagen-DazsUnit5BrandReadingAReadingATextTask1Task2BusinessKnow-howBackNextHomeUnit5BrandTextA-1Häagen-Dazs1Häagen-Dazsisabrandoficecream,establishedbyPolishimmigrantsReubenandRoseMattusintheBronx,NewYorkin1961.Startingwithonlythreeflavors:vanilla,chocolateandcoffee,thecompanyopeneditsfirstretailstoreinBrooklyn,NewYorkin1976.Häagen-DazsthenofferedfranchisesthroughouttheUnitedStatesand54othercountriesaroundtheworld.Häagen-Dazsproducesicecream,icecreambars,icecreamcakes,sorbetandfrozenyogurt.BackNextHomeReadingAUnit5BrandTextA-2BackNextReadingAHome2Theicecreamnowcomesinmanydifferentflavorsandisa“super-premium”brand,meaningitisquitedense(verylittleairismixedinduringmanufacture),usesonlyeggyolks,andhasahighbutterfatcontent.Häagen-Dazsisalsomeanttobekeptatatemperaturethatissubstantiallylowerthanmosticecreamsinordertokeepitsintendedfirmness.Itissoldbothingrocerystoresandindedicatedretailoutlets.Unit5BrandTextA-3BackNextReadingAHome3ThenameofHäagen-DazsdoesnotderivefromanyoftheNorthGermaniclanguages;itissimplytwomade-upwordsmeanttolookScandinaviantoAmericaneyes(the“äa”and“zs”arenotapartofanynativewordsinanyoftheScandinavianlanguages).Thisisknowninthemarketingindustryasforeignbranding.MattusthoughtthatDenmarkwasknownforitsdairyproductsandhadapositiveimageintheUS.HeincludedanoutlinemapofDenmarkonearlylabels,aswellasthenameofCopenhagen.Unit5BrandTextA-4BackNextReadingAHome4TheirdaughterDorisHurleytoldPBSdocumentaryAnIceCreamShow(1999)thatherfatherReubenMattussatatthekitchentableforhourssayingmeaninglesswordsuntilhecameupwithacombinationheliked.Hechosethismethodsothatthenamewouldbecompletelyuniqueandoriginal.Unit5BrandTextA-5BackNextReadingAHome5ThephilosophyofHäagen-Dazsissimple:findthepurestandfinestingredientsintheworldandputtheminthebesticecream,sorbet,andfrozenyogurtavailable.Itisawayofdoingbusinessthatisasdemandingasitisuncommon.Anditisthereasonwhythebrandhasrepresentedfineicecreamforhalfacentury.Sincethebeginning,Häagen-Dazshassoughttoinnovateandbringnewfrozendessertexperiencestoitscustomers,includingdistinctiveflavorssuchasVanillaSwissAlmond,ButterPecanandDulcedeLechetonamejustafew.Häagen-Dazswasalsothefirsttointroducetheworldtoicecreambarsforagrown-uptaste,withtheintroductionoftheHäagen-Dazsicecreambarsin1986.Othersuperpremiuminnovationsfollowed,withFrozenYogurtin1991andSorbetin1993.Unit5BrandTextA-6BackNextReadingAHome6Tothisday,Häagen-Dazsremainscommittedtodevelopingexceptionalnewsuperpremiumfrozendessertexperiences,releasingnewflavorseveryyear.Unit5BrandA-Trans-1哈根达斯1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。ReadingABackUnit5BrandA-Trans-2ReadingABack2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营零售店里都有销售。Unit5BrandA-Trans-3ReadingABack3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。Unit5BrandA-Trans-4ReadingABack4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。Unit5BrandA-Trans-5ReadingABack5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。Unit5BrandA-Trans-6ReadingABack6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。Unit5BrandReadingAflavorBackn.aparticulartasteofafoodordrinke.g.Youmaychoosefromsixpopularflavors.e.g.Idon’tliketheflavorofonion.Tran:这种面包有各种口味。Thisbreadhasplentyofflavors.Unit5BrandReadingAfranchisen.permissiongivenbyacompanytosomeonewhowantstosellitsgoodsorservicesv.togiveorsellafranchisetosomeonee.g.afranchiseholderafranchiseagreemente.g.Heisstartingthefirstschoolhimself,butsubsequentoneswillbefranchisedtousethenewmethod.Tran:他购买了热狗专营权。Hehasboughtahotdogfranchise.BackUnit5Branda.containingalotofthings,people,plants,etc.inasmallareae.g.Trafficsloweddownbecauseofthedensefog.e.g.Therewasadensecrowdwaitingtoseethepopstar.Tran:我们在茂盛的树林中艰难前行。Wefoughtourwaythroughdenseforest.ReadingAdenseBackUnit5Brand(“derive”maybeusedasanintransitiveverboratransitiveverb):tocomefrom;toobtainorreceivefromasourcee.g.Thisidiomderivesfromanancientcustom.e.g.Hehasderivedgreatpleasurefromreadingthisbook.Tran:该英文单词来源于法语。ThisEnglishwordderivesfromFrench.