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1、Module 9Contents v9.1 branding v9.2 getting through9.1 BrandingReading: Whats that smell?Speaking: Discussing brandingGrammar: Relative clausesReading: Chinese luxury obsession4123Reading: Whats that smell?1. What is your favorite brand of ? coffee? soap? clothes?Tell your partner and explain why yo
2、u choose that particular brand. Is your choice product or service because of its smell?2. Read the following article and write in the correct letter, A-G, for the missing phrases.Reading vTranslation vScan the text Complete the article with the phrases Underline any smell Examples of how companies h
3、ave used these smells Synonyms for the word smell vText study title句子翻译：A-GvA. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the- way ice cream shop 在那里，锥形华夫卷筒的香气弥漫在空气中， 使游客的脚步不由自主的走向一家地点偏僻的 冰激凌店 vB. that his grandmother used to make vC. which typicall
4、y includes more than six smellsv D. whose recently-introduced cell phone keypad was lavender-scented 它最近推出的手机键盘散发出薰衣草香味 v E. when it began twelve years ago v F. why so many companies are now associating brands with a scent 为什么现在有如此多的公司热衷于将品牌与某种香气联 系 v G. who walk around reception will get a whiff of
5、 a chocolate chip cookie 走在前台四周的人会闻到芬芳空气公司生产的巧克力碎 饼香味Language pointsvWhat is that smell? 那是什么味道？ 闻香而动 香气与品牌Para 1 Van Epps 范艾普 Bree .Van De Camp _ 布里范德坎普vBriefcase 手提箱 vTake off将取走 vStrip 条状物， paper strip 纸条 vSmell of Sugar and butter 带有黄油味道的香甜气息 vFragrance芳香，花香 vScentAir 芬芳空气 The scent of a woman v
6、Brand identity 品牌识别Para 2v Jingle广告歌 v In the mood v Vanilla and mandarin香草-柑橘味 Mandarin Language 普通话 Mandarin duck 鸳鸯 Mandarin Orange橘子 v Get a whiff of v What is better than having a brand people want to use because of fragrance? 还有什么比用香味增加品牌吸引力更为巧妙的方法呢？vFragrance as a marketing tool Sony Doubletr
7、ee Hotel Proctor and GamblevPara 3 vCustom 定制的 vQuadruple 成为四倍的 vPara 4 vLiquid aroma 芳香剂 vCartridge芯式容器，套筒 vDial调节控制器 vRefill 重新装满 vOut-of-the-way 偏僻的，不为人知的vPara 6 Smell has a greater impact on purchasing than everything else combined. If something smells good, the product is perceived as good. 气味对
8、于购买欲望的影响比所有其他影响因素 结合起来影响都打。一个产品如果闻起来舒服 ，人们就会认为他是好产品vUnderline any smell Sugar and butter带有黄油味道的香甜气息 Vanilla and mandarin香草-柑橘味 White tea Lavender cherryvExamples of how companies have used these smells Para 2:in stores to put customers in the mood for buying (Sony) Attract the customers to displays
9、(P&G) Para5: make shoppers wait longer Visit an out-of-the-way ice cream shop (Hard Rock Hotel) Create the perception that the product is good Mobil phone keypad (LG) On billboards (L,Oreal)vSynonyms for the word smell Aroma香味，香气，强烈的弥漫的香味 Odour气味，香味或臭味 Scent较弱的香味 Fragrance香味，芬芳，尤指花香，比scent 更 清新甜美Spe
10、aking: Discussing branding1. Try to complete the sentences below about what you have read. Tell your partner what you think. One thing that interests me about this is One thing that surprises me is One thing that I find hard to believe isOne thing that interests me about this is that smell can have
11、such an effect on humans.One thing that surprises me is that ScentAirs turnover has quadrupled as a result.The sales of Hard Rock Hotel jumped 45% in the first six months after a ScentAir device was installed.Reading: Chinese luxury obsessionRead about luxury brands in China. Each line contains one
12、mistake (including punctuation). Correct it.Chinese luxury obsession0. When that many people visit cities in China, they are still surprised to see the luxury 00. brands who normally fill the fashion boutiques of New York and Paris. But in a 1. country which more and more young people have become bi
13、g-spending consumers, 2. the worlds top brands attract twenty- and thirty-somethings what, in a recent survey, 3. say they want to seize every opportunity to enjoy life. Take Miss Yu, whos monthly 4. salary is 5,000 yuan working as a journalist. She regularly stops by the boutiques 5. where, you can
14、 find Louis Vuitton or Gucci. She explains the reason when: I think a 6. bag worth 10,000 yuan is more suitable for me than 100 bags at 100 yuan each. 7. And her fashion collection, whose includes names such as Chanel, Burberry and 8. Prada, is far from unique in a country why the proportion of luxu
15、ry goods purchased 9. nowadays, is 40% compared to only 4% globally.whichwherewhowhosedelete commawhywhichwheredelete commavBoutique vBig-spending vMonthly salary vLouis Vuitton vGucci vChanel vBurberry vPrada9.2 Getting throughVocabulary: Telephone wordsSpeaking: Making phone callsReading: Email ma
16、rketing4235Writing: Correcting and rewritingVocabulary: Telephone words1Listening9.2Listening 9.2vKey words Customer care Statement Repayment 偿还 Account number Bear with Go through Call back3. Another person speaks to an operator at GH Loans Customer Care. Complete the form below with the callers information.Callers name: (1)_
