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1、大学体大学体验英英语第三版第三册第三版第三册Unit3Passage AThink About ItRead About ItTalk About ItWrite About It1.What is a bathtub battleship referred to as in this passage?A bathtub battleship is a toy battleship made of Ivory Soap that children play with in a bathtub.Reference:2.Why is Ivory Soap so popular among Amer
2、icans?It is pure and it floats.Reference:3.How did Proctor&Gamble succeed in promoting Ivory Soap?It took advantage of a successful nationwide advertising campaign.Reference:Read About ItLanguage PointsContent AwarenessLanguage FocusBathtub Battleships from lvorydaleAmerican mothers have long believ
3、ed that when it comes to washing out the mouths of naughty children,nothing beats Ivory Soap(a registered trademark of the Proctor&Gamble Company).This is because its reputation for being safe,mild,and pure is as solid and spotless as the marble of the Lincoln Memorial.It doesnt even taste all that
4、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 widely recognized as the Washington Monument and far more well respected than Congress.It had already attained this noble status when Theodore Roosevelt was st
5、ill a rough-riding cowboy in North Dakota.Introduced in 1879 as an inexpensive white soap intended to rival the quality of imported soaps,it was mass marketed by means of one of the first nationwide advertising campaigns.People were told that Ivory was“so pure that it floats,”and the notion took hol
6、d.As a result,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 of Ivory have been sold.The company ke
7、eps a precise count,however,of the billions of dollars it earns.Annual sales of Ivory Soap,Ivory Snow,Crest toothpaste,Folgers coffee,and the hundreds of other products now marketed under the Proctor&Gamble umbrella exceed thirty billion dollars.The company has grown a bit since it was founded in 18
8、37 in Cincinnati,Ohio,by a pair of immigrants named William Proctor and James Gamble,each of whom pledged$3 596.47 to the enterprise.For decades Proctor&Gamble manufactured candles and soap in relatively modest quantities.It took more than twenty years for sales to top one million dollars,which they
9、 did shortly before the Civil War.The companys big break came with the introduction of its floating soap and the realization that an elaborate advertising campaign could turn a simple,though high-quality,product into a phenomenon.The soaps brand name was lifted from“out of ivory palaces,”a phrase fo
10、und 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
11、was among the first manufacturers to use radio to reach consumers nationwide.In 1933 Proctor&Gambles Oxydol soap powder sponsoreda 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 sha
12、mpoo,Duncan Hines cake mixes,and the ever-present Tide,“new and 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.I
13、f you like,you can even wash your hands and face with it and be assured that it is“ninety-nine and forty-four-one-hundredths percent pure.”And it floats.The latter quality of Ivory Soap is especially attractive to children.Generations of little boys armed with toothpicks,miniature flags,or leftover
14、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 the practice.naughtynaughty adj.adj.(esp.(esp.of of children)children)behaving behaving badly badly and and n
15、ot not being being obedient;(of behavior)badobedient;(of behavior)badExamplesExamples Tom used to be a Tom used to be a naughtynaughty boy and get into lots of trouble.boy and get into lots of trouble.It was rather It was rather naughtynaughty of you to deceive the tax inspector.of you to deceive th
16、e tax inspector.reputationreputation n.n.an an opinion opinion held held about about sb sb or or sth,sth,esp.esp.by by people people in in general;the degree to which one is trusted or admiredgeneral;the degree to which one is trusted or admiredExamplesExamples Massachusetts Massachusetts Institute
17、Institute of of Technology Technology has has a a good good academic academic reputationreputation.Bills extra-marital love affair ruined his Bills extra-marital love affair ruined his reputationreputation.mildmild adj.adj.gentle,not violentgentle,not violentExamplesExamples She cant accept even She
18、 cant accept even mildmild criticism of her work.criticism of her work.I prefer a I prefer a mildmild cigar if you dont mind.cigar if you dont mind.spotlessspotless adj.adj.extremely cleanextremely cleanExamplesExamples Even Even in in the the most most spotlessspotless homes,homes,carpets carpets n
19、eed need regular regular vacuuming to keep them look good.vacuuming to keep them look good.She She seemed seemed the the perfect perfect match match for for the the prince prince young young and and pretty with a pretty with a spotlessspotless reputation.reputation.status status n.n.1)1)high high so
20、cial social position;position;recognition recognition and and respect respect by by othersothersExamplesExamples Nurses Nurses are are undervalued,undervalued,and and they they never never enjoy enjoy the the same same statusstatus as doctors.as doctors.Her famous name gave her Her famous name gave
21、her statusstatus in the group.in the group.ones legal position,or conditionones legal position,or conditionExamplesExamples The The statusstatus of of black black Americans Americans was was not not admitted admitted until until 1965 1965 when the Voting Act was passed.when the Voting Act was passed
22、.What is your marital What is your marital statusstatus?rivalrival v.v.to to equal;equal;to to be be as as good good as as or or reach reach the the same same standard standard asasExamplesExamples No computer can No computer can rivalrival a human brain.a human brain.Cassette Cassette recorders rec
23、orders cannot cannot rivalrival CD CD players players in in sound sound quality.quality.importimport v.v.to buy or bring in from another countryto buy or bring in from another countryExamplesExamples After After entering entering into into the the WTO,WTO,China China importedimported more more agric
24、ultural products.agricultural products.To To importimport from Russia,a firm needs Russian rubles.from Russia,a firm needs Russian rubles.by means ofby means of by using,throughby using,throughExamplesExamples The The foreigner foreigner tried tried to to make make himself himself understood underst
25、ood by by means means of of body language.body language.Thoughts are expressed most often Thoughts are expressed most often by means ofby means of words.words.notionnotion n.n.an idea,belief,or opinion;conceptan idea,belief,or opinion;conceptExamplesExamples Have Have you you any any notionnotion ho
26、w how much much it it costs costs to to keep keep a a private private car?car?Some Some conservatives conservatives reject reject the the notionnotion that that reform reform is is now now inevitable.inevitable.as a resultas a result consequently,therefore,thusconsequently,therefore,thusExamplesExam
27、ples New New methods methods of of packing packing have have become become popular.popular.As As a a resultresult,the amount of wastepaper has increased rapidly.the amount of wastepaper has increased rapidly.Sales dropped.Sales dropped.As a resultAs a result,profits declined.,profits declined.barbar
28、 n.n.1)1)a a piece piece of of solid solid material material that that is is longer longer than than it it is is widewideExamplesExamples Whats your favorite chocolate Whats your favorite chocolate barbar?Here is a Here is a barbar of soap.of soap.2)2)(a place with)a counter where drinks,especially(
29、a place with)a counter where drinks,especially alcoholic drinks are servedalcoholic drinks are servedExamplesExamples Most Most barsbars in in the the hotels hotels serve serve not not only only drinks drinks but but also also light light meals.meals.I went to the I went to the barbar yesterday.yest
30、erday.exceedexceed v.v.to be greater thanto be greater thanExamplesExamples Dustin Dustin Hoffmans Hoffmans performance performance in in Rain Rain ManMan exceededexceeded all all expectations.expectations.The The budget budget of of the the research research project project exceedsexceeds$700$700 m
31、illion million a a year.year.manufacturemanufacture v.v.to to make make or or produce produce in in large large quantities,quantities,esp.esp.using using machinesmachinesExamplesExamples The local factory The local factory manufacturesmanufactures parts for the auto plant.parts for the auto plant.TV
32、 TV sets sets manufacturedmanufactured in in China China are are competitive competitive abroad abroad in in price and quality.price and quality.modestmodest adj.adj.not large in quantity,size,value,etc.not large in quantity,size,value,etc.ExamplesExamples They live in a fairly They live in a fairly
33、 modestmodest house,considering their wealth.house,considering their wealth.He is He is modestmodest in his requirement.in his requirement.elaborateelaborate adj.adj.carefully worked outcarefully worked outExamplesExamples The The company company offers offers an an elaborateelaborate training train
34、ing scheme scheme for for new new employees.employees.The defendant made The defendant made elaborateelaborate efforts to conceal the fact.efforts to conceal the fact.phenomenonphenomenon n.n.a remarkable or unusual person,thing,event,etc.a remarkable or unusual person,thing,event,etc.ExamplesExampl
35、es The The Beatles Beatles were were a a phenomenonphenomenon nobody nobody had had heard heard anything like them before.anything like them before.A A child child who who could could play play the the piano piano at at the the age age of of two two would would indeed be a indeed be a phenomenonphen
36、omenon.sponsorsponsor v.v.to support an activity by paying for its expensesto support an activity by paying for its expensesExamplesExamples The contest was The contest was sponsoredsponsored by an auto manufacturer.by an auto manufacturer.The The team team is is sponsoredsponsored by by Nike,Nike,s
37、o so the the players players wear wear Nike Nike shoes.shoes.assureassure v.v.to give confidence,to convinceto give confidence,to convinceExamplesExamples After After the the terrorist terrorist attack,attack,American American airlines airlines hastened hastened to to assureassure people that flying
38、 was safe.people that flying was safe.We We would would like like to to assureassure our our customers customers of of the the best best possible possible service.service.latterlatter adj.adj.the second(of two people or things just mentioned)the second(of two people or things just mentioned)Examples
39、Examples There There are are plastic plastic and and steel steel chairs chairs but but the the latterlatter are are much much heavier.heavier.We We have have to to decorate decorate the the kitchen kitchen and and the the hall hall Id Id rather rather do the do the latterlatter first.first.miniature
40、miniature adj.adj.very smallvery smallExamplesExamples Little Little Henry Henry looked looked like like a a miniatureminiature version version of of his his handsome brother.handsome brother.The The miniatureminiature furniture matches the room.furniture matches the room.frown on/uponfrown on/upon
41、to disapprove of to disapprove ofExamplesExamples Every teacher would Every teacher would frown onfrown on cheating in examinations.cheating in examinations.Gambling is very much Gambling is very much frowned uponfrowned upon here.here.American American mothers mothers have have long long believed b
42、elieved that that when when it it comes comes to to washing washing out out the the mouths mouths of of naughty naughty children,children,nothing nothing beats beats Ivory Soap.Ivory Soap.ParaphraseParaphrase ParaphraseParaphraseFor many years,American mothers have preferred to use Ivory Soap to was
43、h out the mouths of naughty children,and believed that it is better than any other soap.The The company company keeps keeps a a precise precise count,count,however,however,of of the the billions billions of dollars it earns.of dollars it earns.ParaphraseParaphrase ParaphraseParaphraseHowever the com
44、pany knows exactly the profit it makes.It It took took more more than than twenty twenty years years for for sales sales to to top top one one million million dollars,which they did shortly before the Civil War.dollars,which they did shortly before the Civil War.ParaphraseParaphrase ParaphraseParaph
45、raseShortly before the Civil War,and more than twenty years after its foundation,the companys sales exceeded one million dollars.For For instance,instance,it it was was among among the the first first manufacturers manufacturers to to use use radio to reach consumers nationwide.radio to reach consum
46、ers nationwide.ParaphraseParaphrase ParaphraseParaphraseFor instance,it was one of the first manufacturers that advertised their products nationwide on the radio.Read and think Exercise 2Exercise 3Exercise 4Content AwarenessEx.2 Work in pairs to develop an outline of the passage,and then give a brie
47、f presentation on Ivory Soap based on your outline.1.About the brand name:_The brand name was lifted from“out of ivory palaces”,a phrase found in the Bible.(Hint:Where did the brand name come from?)Ex.2 Work in pairs to develop an outline of the passage,and then give a brief presentation on Ivory So
48、ap based on your outline.2.About the company:_In 1837,two immigrants named William Proctor and James Gamble founded the company.(Hint:How and when did the company come into being?)Ex.2 Work in pairs to develop an outline of the passage,and then give a brief presentation on Ivory Soap based on your o
49、utline.2.About the company:_In 1837,two immigrants named William Proctor and James Gamble founded the company.(Hint:How and when did the company come into being?)For decades Proctor&Gamble produced candles and soap.(Hint:What did P&G produce after it was founded?)Ex.2 Work in pairs to develop an out
50、line of the passage,and then give a brief presentation on Ivory Soap based on your outline.2.About the company:_In 1837,two immigrants named William Proctor and James Gamble founded the company.(Hint:How and when did the company come into being?)For decades Proctor&Gamble produced candles and soap.(