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Passage A Think About ItThink About ItThink About ItThink About It Read About ItRead About ItRead About ItRead About It Talk About ItTalk About ItTalk.

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Presentation on theme: "Passage A Think About ItThink About ItThink About ItThink About It Read About ItRead About ItRead About ItRead About It Talk About ItTalk About ItTalk."— Presentation transcript:

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2 Passage A Think About ItThink About ItThink About ItThink About It Read About ItRead About ItRead About ItRead About It Talk About ItTalk About ItTalk About ItTalk About It Write About ItWrite About ItWrite About ItWrite About It

3 1.What is a bathtub battleship referred to in this passage? Reference: A bathtub battleship is a toy battleship made of Ivory Soap that children play in a bathtub.

4 2.Why is Ivory Soap so popular among Americans? Reference: It is pure and it floats.

5 3.How did Proctor & Gamble succeed in promoting Ivory Soap? Reference: It took advantage of a successful nationwide advertising campaign.

6 Read About It Language PointsLanguage PointsLanguage PointsLanguage Points Content AwarenessContent AwarenessContent AwarenessContent Awareness Language FocusLanguage FocusLanguage FocusLanguage Focus

7 Bathtub Battleships from lvorydale American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory SoapAmerican mothers have long believed 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 reputationmild pure is as solid and spotless as the marble of the Lincoln Memorial. It doesnt even taste all that bad. And should you drop it into a tubful of cloudy, child-colored water, not to worry it floats.spotlessLincoln MemorialAnd should you drop it into a tubful of cloudy, child-colored water, not to worry it floats.

8 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 still 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 hold. As a result, at least half a dozen generations of Americans have gotten themselves clean with Ivory.Washington MonumentstatusTheodore Rooseveltrivalimportedby means ofnotionAs a result

9 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 keeps 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.bars The company keeps a precise count, however, of the billions of dollars it earns.exceed

10 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 $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 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 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.manufacturedmodestIt took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War.elaboratephenomenon

11 Proctor & Gamble never forgot the advertising lessons it learned with Ivory. For instance, it was among the first manufacturers to use radio to reach consumers nationwide. In 1933 Proctor & Gambles Oxydol soap powder sponsored 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 improved many a time. To this day, however, Ivory Soap remains a Proctor & Gamble backbone product.sponsored

12 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 that it is ninety-nine and forty-four-one- hundredths percent pure. And it floats.assured The latter quality of Ivory Soap is especially attractive to children. Generations of little boys armed with toothpicks, miniature 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 the practice.latterminiature frown on (613 words)

13 naughty a. (esp. of children) behaving badly and not being obedient; (of behavior) bad(esp. of children) behaving badly and not being obedient; (of behavior) bad Examples Tom used to be a naughty boy and get into lots of trouble.Tom used to be a naughty boy and get into lots of trouble. It was rather naughty of you to deceive the tax inspector.It was rather naughty of you to deceive the tax inspector. American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap. More to learn More to learn

14 American mothers have long believed that when it comes to washing out the mouths of naughty children, nothing beats Ivory Soap. Translate

15 Examples Massachusetts Institute of Technology has a good academic reputation.Massachusetts Institute of Technology has a good academic reputation. Bills love affair ruined his reputation.Bills love affair ruined his reputation. reputation n. an opinion held about someone or something, esp. by people in general; the degree to which one is trusted or admiredan opinion held about someone or something, esp. by people in general; the degree to which one is trusted or admired

16 mild a. gentle, not violent gentle, not violent Examples She cant accept even mild criticism of her work.She cant accept even mild criticism of her work. I prefer a mild cigar if you dont mind.I prefer a mild cigar if you dont mind.

17 spotless a. extremely cleanextremely clean Examples Even in the most spotless homes, carpets need regular vacuuming to keep them looking good.Even in the most spotless homes, carpets need regular vacuuming to keep them looking good. She seemed the perfect match for the prince young and pretty with a spotless reputation.She seemed the perfect match for the prince young and pretty with a spotless reputation.

18 The Lincoln Memorial is a tribute to President Abraham Lincoln and the nation he fought to preserve during the Civil War (1861-1865). The Lincoln Memorial was built to resemble a Greek temple. It has 36 Doric columns, one for each state at the time of Lincolns death. A sculpture by Daniel Chester French of a seated Lincoln is in the center of the memorial chamber. Lincoln Memorial

19 And should you drop it into a tubful of cloudy, child-colored water, not to worry it floats. Translate

20 Of all the Presidents of the United States, George Washington is the most celebrated. Efforts to commemorate his legacy began during his lifetime and continue to this day. Down through the years they have taken on many forms. But none have captured the imagination of the people world-wide like the Washington Monument.

21 Examples Nurses are undervalued, and they never enjoy the same status as doctors.Nurses are undervalued, and they never enjoy the same status as doctors. The status of black Americans was not admitted until 1965 when the Voting Act was passed.The status of black Americans was not admitted until 1965 when the Voting Act was passed. status n. 1)high social position; recognition and respect by others1)high social position; recognition and respect by others 2)ones legal position, or condition

22 Theodore Roosevelt (1858–1919) 26 th President (1901-1909) of the US. He first came to North Dakota badlands in September 1883 on a hunting trip. While here he became interested in the cattle business. He returned the next year and established a ranch. Here in the North Dakota badlands, where many of his personal concerns first gave rise to his later environmental efforts, Roosevelt is remembered with a national park that bears his name and honors the memory of this great conservationist.

23 Examples No computer can rival a human brain.No computer can rival a human brain. Cassette recorders cannot rival CD players in sound quality.Cassette recorders cannot rival CD players in sound quality. She and I are rivals for the swimming prize.She and I are rivals for the swimming prize. rival 1) v. to equal; to be as good as or reach the same standard as1) v. to equal; to be as good as or reach the same standard as 2) n. one who attempts to equal or surpass another; a competitor. 2) n. one who attempts to equal or surpass another; a competitor.

24 import v. to buy or bring in from another country to buy or bring in from another country Examples After entering into WTO, China will import more agricultural products.After entering into WTO, China will import more agricultural products. To import from Russia, a firm needs Russian rubles.To import from Russia, a firm needs Russian rubles. What is the antonym of import ? Keyexport

25 by means of by using by using Examples The foreigner tried to make himself understood by means of body language.The foreigner tried to make himself understood by means of body language. Thoughts are expressed most often by means of words.Thoughts are expressed most often by means of words.

26 notion n. an idea, belief, or opinion; concept an idea, belief, or opinion; concept Examples Have you any notion how much it costs to keep a private car?Have you any notion how much it costs to keep a private car? Some conservatives reject the notion that reform is now inevitable.Some conservatives reject the notion that reform is now inevitable.

27 as a result consequently, therefore, thus consequently, therefore, thus Examples New methods of packing have become popular. As a result, the amount of wastepaper has increased rapidly.New methods of packing have become popular. As a result, the amount of wastepaper has increased rapidly. Sales dropped. As a result, profits declined.Sales dropped. As a result, profits declined.

28 bar n. 1)a piece of solid material that is longer than it is wide 1)a piece of solid material that is longer than it is wide 2)(a place with) a counter where drinks, esp. alcoholic drinks, are served Examples Whats your favorite chocolate bar?Whats your favorite chocolate bar? Most bars in the hotels serve not only drinks but also light meals.Most bars in the hotels serve not only drinks but also light meals.

29 The company keeps a precise count, however, of the billions of dollars it earns. Translate

30 exceed v. to be greater than to be greater than Examples Dustin Hoffmans performance in Rain Man exceeded all expectations.Dustin Hoffmans performance in Rain Man exceeded all expectations. The budget of the research exceeds $700 million a year.The budget of the research exceeds $700 million a year. Translate Key He exceeds me in courage.

31 Examples The local factory manufactures parts for the auto plant.The local factory manufactures parts for the auto plant. TV sets manufactured in China are competitive abroad in price.TV sets manufactured in China are competitive abroad in price. manufacture v. to make or produce in large quantities, esp. using machinesto make or produce in large quantities, esp. using machines Try to guess what manufacturer means ? Key

32 modest a. not large in quantity, size, value, etc. not large in quantity, size, value, etc. Examples They live in a fairly modest house, considering their wealth.They live in a fairly modest house, considering their wealth. He is modest in his requirement.He is modest in his requirement.

33 It took more than twenty years for sales to top one million dollars, which they did shortly before the Civil War. Shortly before the Civil War, and more than twenty years after its foundation, the companys sales exceeded one million dollars. Paraphrase

34 elaborate a. carefully worked out carefully worked out Examples The company offers an elaborate training scheme for new hands.The company offers an elaborate training scheme for new hands. The defendant made elaborate efforts to conceal the fact.The defendant made elaborate efforts to conceal the fact.

35 phenomenon n. a remarkable or unusual person, thing, event, etc. a remarkable or unusual person, thing, event, etc. Examples The Beatles were a phenomenon nobody had heard anything like them before.The Beatles were a phenomenon nobody had heard anything like them before. A child who could play the piano at the age of two would indeed be a phenomenon.A child who could play the piano at the age of two would indeed be a phenomenon. Can you correctly spell out its plural form? ? Keyphenomena

36 sponsor v. to support an activity by paying for its expensesto support an activity by paying for its expenses Examples The contest was sponsored by an auto manufacturer.The contest was sponsored by an auto manufacturer. The team is sponsored by Nike, so the players wear the Nike shoes.The team is sponsored by Nike, so the players wear the Nike shoes.

37 assure v. to give confidence, to convince to give confidence, to convince Examples After the terrorist attack, American airlines hastened to assure people that flying was safe.After the terrorist attack, American airlines hastened to assure people that flying was safe. We would like to assure our customers of the best possible service.We would like to assure our customers of the best possible service.

38 latter a. the second (of two people or things just mentioned) the second (of two people or things just mentioned) Examples There are plastic and steel chairs but the latter are much heavier.There are plastic and steel chairs but the latter are much heavier. We have to decorate the kitchen and the hall Id rather do the latter first.We have to decorate the kitchen and the hall Id rather do the latter first. What is the antonym of latter ? Keyformer

39 miniature a. very small very small Examples Little Henry looked like a miniature version of his handsome brother.Little Henry looked like a miniature version of his handsome brother. The miniature furniture matches the room.The miniature furniture matches the room.

40 frown on/upon to disapprove ofto disapprove of Examples Every teacher would frown on cheating in exams.Every teacher would frown on cheating in exams. Gambling is very much frowned upon here.Gambling is very much frowned upon here. Please make a sentence by using frown on/upon ?


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