新編商務(wù)英語精讀4

前言

　　商務(wù)英語教學(xué)強(qiáng)調(diào)商業(yè)語境中特殊言語交際方式和特殊商務(wù)語言形式的運(yùn)用。在編寫商務(wù)英語教材的時(shí)候，要考慮到將語言知識(shí)、交際能力以及商務(wù)知識(shí)融于一體，使學(xué)生在學(xué)習(xí)語言的同時(shí)，掌握必要的商務(wù)知識(shí)及商務(wù)技能?！靶戮幧虅?wù)英語精讀”系列教材在這方面作了大膽的嘗試。該教材試圖通過循序漸進(jìn)的方式，使學(xué)生逐步掌握系統(tǒng)的英語語言基礎(chǔ)知識(shí)，注重培養(yǎng)學(xué)生的實(shí)際商務(wù)英語交際能力。該套教材精心設(shè)計(jì)了許多小組活動(dòng)，為學(xué)生營造各種話語環(huán)境，使他們能夠把所學(xué)的知識(shí)運(yùn)用于各種日常交際活動(dòng)和商務(wù)活動(dòng)之中?！缎戮幧虅?wù)英語精讀》出版后，受到廣大大專院校師生的歡迎。但美中不足的是，各冊的配套參考書不齊全，特別是《新編商務(wù)英語精讀4》，相對前三冊來說具有一定的難度，如果缺乏配套的參考書，就會(huì)在教材的使用過程中給師生造成一定的教學(xué)與學(xué)習(xí)困難。為了滿足廣大師生的要求，特編寫這本《新編商務(wù)英語精讀4教學(xué)參考書》。　　《新編商務(wù)英語精讀4（學(xué)生用書）》分10個(gè)單元，每單元由三大部分組成：閱讀I（ReadingI）、閱讀Ⅱ（ReadingⅡ）以及擴(kuò)展性練習(xí)（ExtendedActivities）。為此，我們在編寫教學(xué)參考書的時(shí)候，結(jié)合學(xué)生用書的特點(diǎn)，進(jìn)一步拓展教學(xué)的相關(guān)背景知識(shí)，為教學(xué)提供更詳盡的語言知識(shí)，對課文的篇章結(jié)構(gòu)知識(shí)和難句加以分析和闡釋，并對教材中的擴(kuò)展性練習(xí)提供相關(guān)文化背景知識(shí)或詳細(xì)的參考資料和講解。另外，在每單元之后還附了一套自測題供學(xué)生自主檢測學(xué)習(xí)情況。　　《新編商務(wù)英語精讀4教學(xué)參考書》每個(gè)單元設(shè)置為課前預(yù)習(xí)（PartIPre．1earning）、課文學(xué)習(xí)（Lear。ningProcedure）和課后自主測驗(yàn)（Self-studyTest）三大板塊。課前預(yù)習(xí)包括本單元教學(xué)目的（AimsforThisUnit）和相關(guān)文化背景知識(shí)（CulturalBackground）。課文學(xué)習(xí)板塊包括閱讀I和閱讀Ⅱ的詞句部分、篇章結(jié)構(gòu)分析和擴(kuò)展練習(xí)參考三部分。閱讀工和閱讀Ⅱ詞句部分包括語言要點(diǎn)（KeyLanguagePoints）或注釋（Notes）以及難句分析和翻譯（DifficultSentences）。閱讀Ⅱ的注釋部分編寫方式與閱讀I的語言要點(diǎn)稍有不同，它包括詞匯和短語的用法、例句及其相關(guān)背景知識(shí)。篇章結(jié)構(gòu)分析（StructureofReading工）對課文進(jìn)行分段分析，以便加深對課文的理解。

內(nèi)容概要

　　《新編商務(wù)英語精讀4：教學(xué)參考書》結(jié)合學(xué)生用書的特點(diǎn)，進(jìn)一步拓展教學(xué)的相關(guān)背景知識(shí)，為教學(xué)提供更詳盡的語言知識(shí)，對課文的篇章結(jié)構(gòu)知識(shí)和難句加以分析和闡釋，并對教材中的擴(kuò)展性練習(xí)提供相關(guān)文化背景知識(shí)或詳細(xì)的參考資料和講解。另外，在每單元之后還附了一套自測題供學(xué)生自主檢測學(xué)習(xí)情況。

書籍目錄

Unit 1　AdvertisementUnit 2　Business CommunicationUnit 3　Organizational CultureUnit 4　FamilyUnit 5　SightseeingUnit 6　Public RelationsUnit 7　Modern OfficeUnit 8　ProductionUnit 9　AutomobilesUnit 10　Insurance

章節(jié)摘錄

　　Virginia Valentine, director of advertisings foremost cultural analysiscompany, Semiotic Solutions, argues that brands can no longer expectconsumers to take sales messages at face value. Consumers challenge everythingthey are told, she believes, and will prefer brands that give them somethingback, rather than the old-style "Heres our product. Aint it great！" philosophywhich has dominated advertising since its inception. Thus ads can deal withsocial issues and refer to the news agenda these days. Inevitably, though, it cango horribly wrong. "The risk is, and I think this is true in the case ofVolkswagen, that if you use images of faith and prostitute them, people willtake offence. Its all very well if you give them something back, but it is clearthat Jesus could not have benefited from that poster campaign."　　The ad agency, however, may well have done. The VW campaign mightlook like a marketing disaster, but increasingly ad agencies are selling to clientsnot simply their ability to write ads but their ability to write ads that generatePR. Some clients ask all agencies pitching for their business to demonstratetheir ability to garner extra publicity.　　A deliberately shocking ad is the simplest way to get additional mediacoverage, and even if the media coverage is negative, it can still help to sell theproduct as advertisers like Benetton have already proved.　　One supporter of Benettons work is Leon Jaume, Deputy Creative Directorof ad agency Ogilvy & Mather, who believes its success lies in knowing itstarget. "In marketing terms the only real taboo is upsetting the people you wantto buy your product," he says. "As long as its legal and the client is OK with it,you can offend anyone else and in many ways you should. Id normally seeoutrageous advertising as a youth proposition though, and I think VWs mistakemay have been in selling a product that isnt a youth product with this kind ofstyle. Young people are receptive to taboo-breaking as they are more open-minded than older people. I think they positively welcome advertising thatannoys their parents."

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