Unit11TextA:Succeedingasa“Green”BusinessUnit11TextA:Succeedingasa1Warm-upquestions1.Whatisenvironmentalprotectionaccordingtoyourunderstanding?2.Whatshouldacompanydotoprotecttheenvironment?3.Whatapproachescanacompanyadoptinordertobeanenvironmentallyfriendlycompany?Warm-upquestions1.Whatisenv2BackgroundInformationEnvironmentalprotectionisapracticeofprotectingthenaturalenvironmentonindividual,organizationalorgovernmentallevels,forthebenefitofboththenaturalenvironmentandhumans.Duetothepressuresofpopulationandtechnology,thebiophysicalenvironmentisbeingdegraded,sometimespermanently.Thishasbeenrecognized,andgovernmentshavebegunplacingrestraintsonactivitiesthatcauseenvironmentaldegradation.Sincethe1960s,activityofenvironmentalmovementshascreatedawarenessofthevariousenvironmentalissues.Thereisnoagreementontheextentoftheenvironmentalimpactofhumanactivity,andprotectionmeasuresareoccasionallycriticized.BackgroundInformationEnvironm3ApproachestoenvironmentalprotectionVoluntaryenvironmentalagreementsEcosystemsapproachInternationalenvironmentalagreementsApproachestoenvironmentalpr4ReadingSkills:IdiomThefeaturesofidiom:1.Fixness2.Wholeness3.Characterofnationality4.RythoricalfeatureReadingSkills:IdiomThefeat5TextAnalysisQuestions1.Whatis“Greenwashing”accordingtothetext?2.Whydoesthereexistthewidespreadcondemnationofcorporationsthatstandupandshoutabouttheirgreenefforts?3.Whoarethe“Greeen”leadersmentionedinthetext?4.Whatareimportanttotheconsumers?5.Howcanwecrossthegapbetweenhowpeopleliketheideaofsustainabilityandhowmanytheywillpickthe“green”productorserviceoverthecheaper,yetnotsoeco-friendlyone?TextAnalysisQuestions6NotesontheText1.Increasingnumbersofbusinesses,bothsmallandlarge,arejumpingonthe"greenbandwagon".→越來(lái)越多的企業(yè)，無(wú)論規(guī)模大小，都正一窩蜂地涌向“綠色浪潮”。jumpon：撲向，猛撲，此處"jumponthebandwagons為“緊跟潮流，隨大流”，也可用climbonthebandwagone.g.Weinsteinisjustoneofamushroomingnumberofinternetuserswhoarejumpingonthebloggingbandwagon,publishingonlinejournalstowriteabouttopicsthatinterestthem.→雨后春筍般涌現(xiàn)的互聯(lián)網(wǎng)用戶正在一窩蜂地涌向博客，他們發(fā)布網(wǎng)絡(luò)日志來(lái)寫他們感興趣的話題，溫斯坦只是其中之一。e.g.Manyfemaleteenagersjumponthebandwagonbydressinginblac→許多年輕女孩踉隨時(shí)尚，穿黑色衣服。NotesontheText1.Increasing72.Greenwashing：綠色粉飾，指公司為樹立支持環(huán)保的虛假形象而做的公關(guān)活動(dòng)、捐贈(zèng)等。3.Oilgiant,Shell，hascomeunderahugeamountoffirelatelyforusingtheirsponsorshipofBritain’smostprestigiouswildlifephotographyexhibitionto“greenwash”theirenvironmentalcredentials.→石油巨頭殼牌石油公司最近己經(jīng)受到了強(qiáng)烈的抨擊。原因在于他們通過贊助英國(guó)最負(fù)盛名的野生動(dòng)物攝影展來(lái)“粉飾”自己的環(huán)保認(rèn)證。comeunderfire：本意為“道到槍擊＂，此處意為“受到言辭攻擊＂。如：Thegovernmenthascomeunderfireforitsdecisiontoclosethemines．→由于決定關(guān)閉礦山，政府受到了抨擊。2.Greenwashing：綠色粉飾，指公司為樹立支持環(huán)保84.Publicrelationscanhelpherebutitisvitalthatanycompaniesare"walkingthewalk"beforetheyconductanysortofPRcampaign．→公共關(guān)系可以在這方面起作用，但至關(guān)重要的是，任何公司在開展公關(guān)活動(dòng)之前，都要把所說的付諸實(shí)施。walkthewalk：用行動(dòng)來(lái)顯示某事物的真實(shí)性、實(shí)在性，即“說到做到”。英語(yǔ)中常用talkthetalk,walkthewalk表示“說是說，做是做”的意思。如：Don'ttalkthetalk,walkthewalk.別光說不練。5.However,theremaybeagapbetweenhowmanyofthemliketheideaofsustainabilityandhowmanywillpickthe"green"productorserviceoverthecheaper,yetnotsoeco-friendlyone,eachandeverytime．→然而，有多少人贊成可持續(xù)發(fā)展的理念，又有多少人每一次都能選擇一種“綠色”的產(chǎn)品或服務(wù)而放棄更便宜卻不那么環(huán)保的商品或服務(wù)呢？?jī)烧咧g可能有差距。4.Publicrelationscanhelphe96.Bio-mimicry,adesigndisciplinethattakesnature'sbestideasandturnsthemintodesignsandprocessestoachievethis．→仿生模擬是一種采納自然界最好的方式，然后模仿并應(yīng)用于設(shè)計(jì)和程序，解決可持續(xù)發(fā)展難題的設(shè)計(jì)準(zhǔn)則。它是實(shí)現(xiàn)可持續(xù)發(fā)展的好辦法。7.Althoughafairlynewconcept,afewbusinessesarealreadyembracingthisfreshnewapproach,ascanbeseeninthiswonderfulceilingfan,inspiredbyafallingsycamoreseed．→盡管還是一個(gè)相當(dāng)新的理念，一些公司已經(jīng)接受了這個(gè)新方法。受梧桐樹上落下的種子的啟發(fā)而設(shè)計(jì)的這款奇妙的吊扇體現(xiàn)了這一設(shè)計(jì)理念。6.Bio-mimicry,adesigndiscip10Translation1.公眾2.營(yíng)銷活動(dòng)3.執(zhí)行董事4.第三方認(rèn)可5.大多數(shù)企業(yè)家，無(wú)論是否倡導(dǎo)環(huán)保，都希望通過使公司更具可持續(xù)性來(lái)吸引更多的顧客，最終增加利潤(rùn)。6.有些企業(yè)主要通過營(yíng)銷手段使受眾相信它們是環(huán)境友好型的企業(yè)，而實(shí)際上并沒有做很多使其有別于其他企業(yè)的實(shí)事?！熬G色粉飾”就是用來(lái)描述這一類企圖的。7.盡管濫用脆弱的環(huán)境具有潛在的災(zāi)難性后果，許多公司在涉及環(huán)保問題時(shí)還是不愿去做領(lǐng)路先鋒。8.雖然充斥著那么多通常由記者和官方數(shù)據(jù)編制的令人費(fèi)解的信息，消費(fèi)者卻在苦惱，向人尋求他們需要的信息和答案。Translation1.公眾11Homework1.Whatis“biomimicry”?Pleaserelatethedefinitionwithaspecificexample.2.Findanexampleofeco-friendlycompanyandpreparetogiveapresentationinclass.3.ReadTextBHomework1.Whatis“biomimicry12TextB:TheWellnessBoomStructurePartI:Helpingconsumerstoleadhealthylifestylesisbecomingabigbusiness.1.CaseofCanyonRanch2.Competitivenessofthewellnessindustry3.CaseofRevolutionPartII:Doingwellbyhelpingyoufeelgood:1.Thereasonsfortheriseofthewellnessindustry2.ThedifficultiesmanywellnessfirmsfacingTextB:TheWellnessBoomStruc13Questions1.Whatisthenewstyleinthewellnessindustry?2.Howfiercethecompetitionisinthenewworldofwellness?3.Whatisoneoftherootsoftoday'shealth-carecrisisinAmerica?4.Whatarethereasonsbehindtheriseofthewellnessindustry?5.HowdoesCanyonRanchattempttosolvethedifficultiesmentioninthelastbutoneparagraph?Questions1.Whatisthenewsty14NotesontheText1.TodayCanyonRanchisarguablythepremiumhealth-spabrandofchoiceforthesuper-rich.

→如今，“峽谷牧場(chǎng)”可以說是超級(jí)富豪對(duì)優(yōu)質(zhì)健康溫泉的首選。arguably在句中不是“有爭(zhēng)議地＂的意思，而是“可能，大概＂的意思。如：Penicillinisarguablythegreatestmedicaldiscoveryofthelastcentury.青霉素大概是上個(gè)世紀(jì)醫(yī)學(xué)上最偉大的發(fā)現(xiàn)。premium：在這句話中是“優(yōu)質(zhì)的，高級(jí)的”的意思，而在本文另一句話中（In-surerssuchasWellPointandBritain'sPruHealtharerewardingpeoplewhotakepartinhealth-improvementprogrammeswithlowerpremiumsorbiggerdeductibles.),premium的意思是“保險(xiǎn)費(fèi)”。NotesontheText1.TodayCany152.Thereisanewmarketcategorycalledwellnesslifestyle,andinawholerangeofindustries,ifyouarenotaddressingthatcategoryyouaregoingtofinditincreasinglyhardtostayinbusiness."enthusesKevinKelly,CanyonRanch'spresident.→“如今市場(chǎng)出現(xiàn)了一個(gè)新領(lǐng)域，被稱為健康生活方式。就所有產(chǎn)業(yè)而言，假如你置此領(lǐng)域于不顧，你就會(huì)發(fā)現(xiàn)想在商業(yè)中立足會(huì)越來(lái)越難。”“峽谷牧場(chǎng)”總裁凱文·凱利熱情洋溢地說。2.Thereisanewmarketcatego163.Anotherwillbetomaintaincredibilityin(andfor)anindustrythatcombinesserioussciencewithsnakeoil．→另一個(gè)困難是維持一個(gè)把嚴(yán)肅的科學(xué)和萬(wàn)靈藥相結(jié)合的產(chǎn)業(yè)的信用度。snakeoil：常用于口語(yǔ)中，是指江湖郎中聲稱可治療風(fēng)濕、感冒、禿發(fā)等疾病而無(wú)科學(xué)依據(jù)的蛇油或萬(wàn)靈藥。3.Anotherwillbetomaintain174.Easyfixes,suchasnew-agetherapies,mayappealtothemmorethanharderbutprovenwaystoimprovehealth．→相比那些操作難度大但已經(jīng)證實(shí)能有效改善健康的方法，諸如新時(shí)代治療術(shù)那樣簡(jiǎn)便易行的方法，對(duì)他們更有吸引力。4.Easyfixes,suchasnew-age18Translation1.由于越來(lái)越多的消費(fèi)者講求整體健康，因此那些至今仍然局限于以上一兩個(gè)領(lǐng)域的公司正面臨需要拓寬其業(yè)務(wù)領(lǐng)域且日益增大的市場(chǎng)壓力。2.他正向數(shù)個(gè)領(lǐng)域發(fā)起沖擊，主要是通過購(gòu)買具有大理念和行得通的商業(yè)模式的小公司的控股權(quán)并幫助他們加快發(fā)展來(lái)進(jìn)行。3.凱斯先生認(rèn)為當(dāng)今保健危機(jī)的一個(gè)根源就是預(yù)防和治療沒有很好地結(jié)合起來(lái)，在美國(guó)尤其如此。Translation1.由于越來(lái)越多的消費(fèi)者講求整體健康，19Homework1.SummarizethemainideaofthetheSupplementaryReadingonP140withnomorethan50words.2.FinishPartVTestYourselfonP141Homework1.Summarizethemaini20Unit11TextA:Succeedingasa“Green”BusinessUnit11TextA:Succeedingasa21Warm-upquestions1.Whatisenvironmentalprotectionaccordingtoyourunderstanding?2.Whatshouldacompanydotoprotecttheenvironment?3.Whatapproachescanacompanyadoptinordertobeanenvironmentallyfriendlycompany?Warm-upquestions1.Whatisenv22BackgroundInformationEnvironmentalprotectionisapracticeofprotectingthenaturalenvironmentonindividual,organizationalorgovernmentallevels,forthebenefitofboththenaturalenvironmentandhumans.Duetothepressuresofpopulationandtechnology,thebiophysicalenvironmentisbeingdegraded,sometimespermanently.Thishasbeenrecognized,andgovernmentshavebegunplacingrestraintsonactivitiesthatcauseenvironmentaldegradation.Sincethe1960s,activityofenvironmentalmovementshascreatedawarenessofthevariousenvironmentalissues.Thereisnoagreementontheextentoftheenvironmentalimpactofhumanactivity,andprotectionmeasuresareoccasionallycriticized.BackgroundInformationEnvironm23ApproachestoenvironmentalprotectionVoluntaryenvironmentalagreementsEcosystemsapproachInternationalenvironmentalagreementsApproachestoenvironmentalpr24ReadingSkills:IdiomThefeaturesofidiom:1.Fixness2.Wholeness3.Characterofnationality4.RythoricalfeatureReadingSkills:IdiomThefeat25TextAnalysisQuestions1.Whatis“Greenwashing”accordingtothetext?2.Whydoesthereexistthewidespreadcondemnationofcorporationsthatstandupandshoutabouttheirgreenefforts?3.Whoarethe“Greeen”leadersmentionedinthetext?4.Whatareimportanttotheconsumers?5.Howcanwecrossthegapbetweenhowpeopleliketheideaofsustainabilityandhowmanytheywillpickthe“green”productorserviceoverthecheaper,yetnotsoeco-friendlyone?TextAnalysisQuestions26NotesontheText1.Increasingnumbersofbusinesses,bothsmallandlarge,arejumpingonthe"greenbandwagon".→越來(lái)越多的企業(yè)，無(wú)論規(guī)模大小，都正一窩蜂地涌向“綠色浪潮”。jumpon：撲向，猛撲，此處"jumponthebandwagons為“緊跟潮流，隨大流”，也可用climbonthebandwagone.g.Weinsteinisjustoneofamushroomingnumberofinternetuserswhoarejumpingonthebloggingbandwagon,publishingonlinejournalstowriteabouttopicsthatinterestthem.→雨后春筍般涌現(xiàn)的互聯(lián)網(wǎng)用戶正在一窩蜂地涌向博客，他們發(fā)布網(wǎng)絡(luò)日志來(lái)寫他們感興趣的話題，溫斯坦只是其中之一。e.g.Manyfemaleteenagersjumponthebandwagonbydressinginblac→許多年輕女孩踉隨時(shí)尚，穿黑色衣服。NotesontheText1.Increasing272.Greenwashing：綠色粉飾，指公司為樹立支持環(huán)保的虛假形象而做的公關(guān)活動(dòng)、捐贈(zèng)等。3.Oilgiant,Shell，hascomeunderahugeamountoffirelatelyforusingtheirsponsorshipofBritain’smostprestigiouswildlifephotographyexhibitionto“greenwash”theirenvironmentalcredentials.→石油巨頭殼牌石油公司最近己經(jīng)受到了強(qiáng)烈的抨擊。原因在于他們通過贊助英國(guó)最負(fù)盛名的野生動(dòng)物攝影展來(lái)“粉飾”自己的環(huán)保認(rèn)證。comeunderfire：本意為“道到槍擊＂，此處意為“受到言辭攻擊＂。如：Thegovernmenthascomeunderfireforitsdecisiontoclosethemines．→由于決定關(guān)閉礦山，政府受到了抨擊。2.Greenwashing：綠色粉飾，指公司為樹立支持環(huán)保284.Publicrelationscanhelpherebutitisvitalthatanycompaniesare"walkingthewalk"beforetheyconductanysortofPRcampaign．→公共關(guān)系可以在這方面起作用，但至關(guān)重要的是，任何公司在開展公關(guān)活動(dòng)之前，都要把所說的付諸實(shí)施。walkthewalk：用行動(dòng)來(lái)顯示某事物的真實(shí)性、實(shí)在性，即“說到做到”。英語(yǔ)中常用talkthetalk,walkthewalk表示“說是說，做是做”的意思。如：Don'ttalkthetalk,walkthewalk.別光說不練。5.However,theremaybeagapbetweenhowmanyofthemliketheideaofsustainabilityandhowmanywillpickthe"green"productorserviceoverthecheaper,yetnotsoeco-friendlyone,eachandeverytime．→然而，有多少人贊成可持續(xù)發(fā)展的理念，又有多少人每一次都能選擇一種“綠色”的產(chǎn)品或服務(wù)而放棄更便宜卻不那么環(huán)保的商品或服務(wù)呢？?jī)烧咧g可能有差距。4.Publicrelationscanhelphe296.Bio-mimicry,adesigndisciplinethattakesnature'sbestideasandturnsthemintodesignsandprocessestoachievethis．→仿生模擬是一種采納自然界最好的方式，然后模仿并應(yīng)用于設(shè)計(jì)和程序，解決可持續(xù)發(fā)展難題的設(shè)計(jì)準(zhǔn)則。它是實(shí)現(xiàn)可持續(xù)發(fā)展的好辦法。7.Althoughafairlynewconcept,afewbusinessesarealreadyembracingthisfreshnewapproach,ascanbeseeninthiswonderfulceilingfan,inspiredbyafallingsycamoreseed．→盡管還是一個(gè)相當(dāng)新的理念，一些公司已經(jīng)接受了這個(gè)新方法。受梧桐樹上落下的種子的啟發(fā)而設(shè)計(jì)的這款奇妙的吊扇體現(xiàn)了這一設(shè)計(jì)理念。6.Bio-mimicry,adesigndiscip30Translation1.公眾2.營(yíng)銷活動(dòng)3.執(zhí)行董事4.第三方認(rèn)可5.大多數(shù)企業(yè)家，無(wú)論是否倡導(dǎo)環(huán)保，都希望通過使公司更具可持續(xù)性來(lái)吸引更多的顧客，最終增加利潤(rùn)。6.有些企業(yè)主要通過營(yíng)銷手段使受眾相信它們是環(huán)境友好型的企業(yè)，而實(shí)際上并沒有做很多使其有別于其他企業(yè)的實(shí)事?！熬G色粉飾”就是用來(lái)描述這一類企圖的。7.盡管濫用脆弱的環(huán)境具有潛在的災(zāi)難性后果，許多公司在涉及環(huán)保問題時(shí)還是不愿去做領(lǐng)路先鋒。8.雖然充斥著那么多通常由記者和官方數(shù)據(jù)編制的令人費(fèi)解的信息，消費(fèi)者卻在苦惱，向人尋求他們需要的信息和答案。Translation1.公眾31Homework1.Whatis“biomimicry”?Pleaserelatethedefinitionwithaspecificexample.2.Findanexampleofeco-friendlycompanyandpreparetogiveapresentationinclass.3.ReadTextBHomework1.Whatis“biomimicry32TextB:TheWellnessBoomStructurePartI:Helpingconsumerstoleadhealthylifestylesisbecomingabigbusiness.1.CaseofCanyonRanch2.Competitivenessofthewellnessindustry3.CaseofRevolutionPartII:Doingwellbyhelpingyoufeelgood:1.Thereasonsfortheriseofthewellnessindustry2.ThedifficultiesmanywellnessfirmsfacingTextB:TheWellnessBoomStruc33Questions1.Whatisthenewstyleinthewellnessindustry?2.Howfiercethecompetitionisinthenewworldofwellness?3.Whatisoneoftherootsoftoday'shealth-carecrisisinAmerica?4.Whatarethereasonsbehindtheriseofthewellnessindustry?5.HowdoesCanyonRanchattempttosolvethedifficultiesmentioninthelastbutoneparagraph?Questions1.Whatisthenewsty34NotesontheText1.TodayCanyonRanchisarguablythepremiumhealth-spabrandofchoiceforthesuper-rich.

→如今，“峽谷牧場(chǎng)”可以說是超級(jí)富豪對(duì)優(yōu)質(zhì)健康溫泉的首選。arguably在句中不是“有爭(zhēng)議地＂的意思，而是“可能，大概＂的意思。如：Penicillinisarguablythegreatestmedicaldiscoveryofthelastcentury.青霉素大概是上個(gè)世紀(jì)醫(yī)學(xué)上最偉大的發(fā)現(xiàn)。premium：在這句話中是“優(yōu)質(zhì)的，高級(jí)的”的意思，而在本文